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I hope today’s title piques your interest to listen to this short podcast this week around data and drama and diagnosing exactly what is going on when things happen as you market your business.
It is one of those things that can often happen to us, that our minds flick into overdrive, and we start putting two and two together, and unfortunately, producing five rather than four.
Let me explain.
Look At The Facts
Last week I noticed something in a recruitment group on both Facebook and LinkedIn. A particular recruiter was talking about the lack of candidates.
He was having a poor month and was canvassing other opinions about the market.
One of the things I suggested is that they look at the data, in other words, the facts of the situation.
This particular individual was talking about filling their pipeline. Eventually, the facts came out that he had not done any outreach or marketing, no emails sent, etc.
I am sure you get the picture.
This is not a blog about the consistency of approach, which is always a good idea.
The moral of this story is to look at the facts.
Look at what the data tells you and base your decisions on data; rather than letting your unconscious brain produce crazy ideas about what is going wrong.
A Practical Example
Let us say you are promoting a lead magnet/eBook/download/value add content on various social media platforms.
I will use an example of ours, which is relevant for any B2B company using content to build a list of interested clients and candidates.
Last month we ran a live webinar on email marketing. On the surface, I could have gone into drama mode saying, ‘It’s not working!” as my goal number of people I wanted to register was off target.
Instead, I started looking at multiple data points.
People were converting once they got to the landing page. In other words, giving us their name and email address to register for the live training and to receive a recording afterwards.
Our registration rate, also called an opt-in rate, was good at 25% for cold traffic, in other words, for people who were not currently on our email list. Everyone hundred people who visited the registration page 25 gave us their contact details.
The data was telling me that part was okay.
What was happening was we were not getting as many people on the opt-in page as we wanted. We identified we were not using enough channels. We had only sent out one email; I discovered that one email had not gone out 🤦♀️
Also, we had not shared enough on social media.
Then I looked at tweaking the plan.
We need more estimates on that page.
Then we decided to run a series of LinkedIn ads that worked incredibly well for us.
I had not turned the tap on, and I needed to turn the tap on in a different area.
I hope this makes you think about where you are going into drama mode about this is not working rather than looking at the facts.
For instance.
- How many B.D. calls have we done recently?
- How many outreaches have we done?
- How many lead magnets are we sending out?
- How many candidates have we registered?
Because it can be so easy to look at a perceived result and make it mean something when it does not.
Instead, we need to analyse the facts.
So, rather than going, “It’s not working,”
Let us deconstruct the process and say, “Okay, which part of the process isn’t working?” not something every business owner does.
However, if you are a little bit stressed out, you have got a lot going on. Sometimes that logical brain of, “Okay, let’s stand back here.
Let us stop the drama and look at some data because it might be easier to change than we think.
Remember, if you ever sense yourself uttering that phrase, it is not working! Check yourself and identify what exactly is happening.
Thanks,
Denise.
P.S. We help our clients in Superfast Circle analyse their results and what is and isn’t truly working in their marketing. Consulting is part of your Superfast Circle membership. To book a demo click here.
