From Confused to Expert Tracker: How to Use Metrics to Grow Your Business

New coaches and entrepreneurs are often freaked out by tracking and metrics, but it’s the best way to grow quickly. Here’s how to easily track your success.

When you start your business, you need to be super focused on engaging new, potential clients and generating revenue; so that you actually put money in the bank. Otherwise, you don’t have a business – just an expensive hobby.

If you’ve been putting off tracking your success, now is the to get started. If you don’t get a handle on this, it will only become more overwhelming as you take on more clients, grow your email list and sell more products and services. More importantly, that growth will not come as quickly if you aren’t tracking what works and what doesn’t.

So these are the three steps to go from total confusion about metrics to an expert tracker — and grow your business in the process.

Get Over the Intimidation Factor

Maybe you thought of yourself as bad at math in school, so you avoid numbers whenever you can. Well that won’t work any longer as an entrepreneur! Fortunately, it doesn’t have to.

Tracking your growth is a far cry from calculus. It’s time to reframe it in your mind, and for me, the best way to do that is to think about all the people I’m reaching and all the money I’m making. Focusing on the end results will help you accomplish the steps to get there.

Action step: Break apart what needs to be done into small pieces that you can tackle easily, perhaps one each day. They can be as simple as…

  • Set up your Google Analytics account for your website.
  • Check your email list sign ups this week, this month, and for the past three months.
  • Take a closer look at one thing that does not seem to be working and come up with a few possible causes as to why that might be the case.

Focus on Engagement

There are so many different factors to consider testing and measuring, and that’s often where new coaches and entrepreneurs get stuck.

So if you’re wondering if your time spent on Facebook or Instagram is worthwhile, track the level of engagement of fans and followers over time, rather than whether your latest post got as many Likes as you wanted.

The same goes for the launch of a new product. In this case, engagement means purchases, so focus on what’s making the most sales, even if that’s not what the experts say is supposed to work. Once you’re looking at your sales figures regularly, you’ll see the patterns in what’s working and what’s not.

Action Step: Start tracking your income daily or weekly. I track my income daily on a spreadsheet and it really makes you aware of all the money coming into your life. If I don’t do it I notice how quickly I fall back into a mindset of lack and I start to get stressed.

Track Your Content Too

Many coaches and entrepreneurs see blogging and content creation as totally separate from tracking results and income. This could not be further from the case. Writing for writing’s sake is great, but it’s not a business.

No more fly by the pants blogging. Focus on what your potential clients (notice that I did not say readers) would LOVE to read, and what helps them solve a problem. Your blog posts need to be super helpful or inspirational and share-worthy.

I try to really over-deliver valuable content with my blog posts. Each post is focused on a topic that helps new coaches grow their businesses, from how to choose your niche to how to make 10K per month.

Then I spend as much time and effort on promoting the content as I do writing it, so blog posts get plenty of shares on social media because they are helpful, and that means new subscribers joining my list all the time. As I track performance, I can see clearly which types of posts perform the best.

Action Step: Create an editorial calendar filled with blog posts that are so valuable to your potential clients that they just must work with you, and then spend half of your time promoting the content, tracking what promotion tools render the best results.


JN Miami 2Jessica Nazarali is a former Business Development Manager, who knew there had to be more to life than working in a job she didn’t love. Through starting a blog in 2011, Jessica began coaching women who were eager for their online businesses to succeed. Jessica is now an Online Business Expert for new entrepreneurs and specialises in helping them standout in their industries and find clients. Her advice has been featured in Cleo, Marie Claire, Sunday Style, Content Magazine and Madison and her book, Leaping from the Ladder. When she’s not coaching clients, you can find her unfurling her yoga mat, making banana smoothies and googling her next travel destination. Find out how you can create a coaching business that sets you free at

How to Clean Up Your Data Wasteland

thumbnail 9.2We live in a data-driven world. Even our most basic activities—like exercising and sleeping—have become subjects for tracking and analysis. With constant access to apps and technology that gather detailed information about our lives, it’s easy to become inundated with information that we don’t know how to allocate.

The same is true when it comes to gathering data about our digital marketing campaigns. We have a wealth of tools at our fingertips to discover some pretty great insights about current and potential customers. But if we aren’t intentional about the way we gather and organize that data, we’ll end up in a dreaded data wasteland with scattered information that can’t be put to good use.

So how can you best collect and manage your data to inform your marketing efforts? Here are a couple places to start:

Create an automated data machine

Your top priority should be to ensure all your marketing tools are working together seamlessly. Doing just a bit of legwork before launching a campaign can help you automate your data capture and organization.

Here are three steps to turn your data wasteland into a data wonderland:

#1. Set up lead attribution.

Attributing your traffic sources through UTM parameters can help you gather important data about where your leads are coming from. Adding unique tags to your URLs lets Google automatically track your precise traffic sources (i.e., organic search, paid search, social, etc.).

In the end, this gives you great insights about which traffic sources are driving your best leads, and it allows you to better allocate your marketing dollars.

#2. Set up tools that provide deeper insights on leads.

Syncing tools like Google Analytics and Google AdWords to the marketing tools you’re already using can help you systematically capture useful information about your lead generation campaigns. If you integrate with these powerful tools, priceless information can be sent to your accounts automatically when someone converts.

Google Analytics can help you monitor various aspects of your marketing campaigns—from form conversion rates to traffic sources. And Google AdWords can help you determine which keywords are driving your highest and best conversions.

#3. Set up tools that automate lead data transfer.

Taking advantage of data transfer automation can save your team a lot of time. Integrating with customer relationship management (CRM) and email marketing tools that automatically accept your lead data and campaign analytics can help you keep your data organized and actionable.

Integrating with CRMs like Salesforce and HubSpot allows you to keep your sales lead information updated in a central location. And integrating with email marketing software like Emma and MailChimp allows you to keep your email lists relevant with little effort.

Make your data actionable

Once you’ve done the back-end work to automate your data collection process, the next step is to use your data to take action. Making data-informed decisions about where to put your marketing efforts can help you better nurture prospects and leads and convert them into customers.

Here are three steps to make good use of your collected data:

#1. Segment your audience.

Examine your data for ways to segment your collected leads into groups. This will allow you to craft more customized engagement and upselling strategies based on your audience segments.

Consider grouping more engaged leads together and sending them a monthly newsletter. And for those who’ve had minimal interaction with your brand, consider creating a group for a drip email marketing campaign.

#2. Create personas.

Use data you’ve collected about customer behavior to create your ideal buyer personas. Defining your personas can help you tailor your content, landing pages, offers, and other marketing collateral for maximized customer acquisition and retention.

When building your personas, make sure to include information about demographics, background, top pain points, and solutions you can provide.

#3. Pinpoint ideal customers for testimonials.

Pay attention to any data that points to a successful customer or highlights positive customer feedback. This data can be used to identify customers for testimonials or case studies.

Testimonials and case studies can boost marketing and sales efforts because people love to hear true stories about how you helped someone else succeed or solved a similar problem for another business.

headshot 9.2Chris Lucas is the Vice President of marketing for Formstack. He is passionate about setting the vision for Formstack’s marketing department, as well as discovering new ways to drive web traffic and leads. Follow Chris on Twitter at @chris_c_lucas.


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