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Many entrepreneurs and business owners today are not focusing on measuring their data. They focus on the marketing methods and strategies that are being hyped up and talked about, especially in the online coaching space. This can be super overwhelming because sometimes, what works for one person’s business may not work for you. A one-size-fits-all business solution isn’t going to work perfectly for everyone. The best way to make sound business and marketing decisions are by using your data. You no longer have to worry about what is right and wrong anymore because you have the facts straight from your numbers and metrics. No matter what stage you’re at in business, you have so much data available to you that you can use to drive almost your entire business forward.
Our guest on the podcast today is Pri Kruijen. She is an award-winning SEO Strategist and the founder of Brilliantly Visible. She empowers female-led businesses to scale to six and seven figures sustainably by using marketing and sales data to cut out the guesswork of running a business.
In this episode, Pri and I dive into:
There are many different layers to your story, Pri says, and it isn’t just one thing that you do because there is so much learning involved as you go along. Eleven years ago, she met her husband. She knew that she didn’t want to work in an office if they decided to have a family. This thought led her on a journey to figure out what a business could look like for her, which ended up being a bunch of different things. She has dabbled in web design, copywriting, and two different kinds of stationary businesses. In the middle of all of this, she taught herself SEO (Search Engine Optimization) because she struggled to find clients in many of the businesses she ran. After learning the ropes of SEO, she fell in love with it and pivoted into doing SEO for small businesses.
Around 2017, Pri felt this really strong urge to go into the corporate world. Looking back now, she can say that she fell into imposter syndrome of feeling like she wasn’t all that good at doing SEO. She spent three or four years in the corporate world doing SEO and, at the same time, set up her business Brilliantly Visible. As the pandemic hit, she became unhappy and felt unfulfilled with her life, which led her to quit her full-time corporate role to leap full-time with Brilliantly Visible. It had been on her to-do list for so long, but she kept pushing it back. Her corporate role was physically making her so ill because of the stressful and high-pressure load of her work. Even though she was great at it, she realized that she could not juggle both anymore. She wasn’t going to let her business go to the wayside because that was why she started her journey. Pri can now help female-led businesses with their marketing and sales data, so they can be empowered to scale their businesses.
It’s not very common for entrepreneurs and business owners in the online space to use their data, use SEO, or measure where their traffic and sales are coming from. As Pri continued offering her SEO services with great results, she became bored with the work after a while. It was the same thing over and over. During the pandemic, she decided to make a change to taking a data-driven approach that she was familiar with in her corporate career. You do not make any decisions unless the data backs it up.
When she started looking at the online space in terms of her business, she saw so much noise about having to do video marketing, needing a sales funnel, and doing yearly launches to hit your goals for scaling. You don’t need to do all of that stuff to scale your business. The only thing you need to keep doing is whatever works for you. That message, Pri says, has been so lost because many coaches only preach what has worked for them. What works for one person might not work for the other. It is important to get back to the core of yourself and what you need because it can be so powerful, which is where the data comes into play.
To flip it and look at measuring your metrics differently, you want to look at three types of marketing data.
For the first type, audience data, many people do things like ideal client profiles. It is considered more top-level, where you make a lot of assumptions, but one way you can get to the bottom of that is to do things like market research. You can also find a lot of your client data in Google Analytics, as well, for demographics and interest data.
You will be doing more with Google Analytics when it comes to website data. It will show you what is going on on your website and where your marketing is coming from.
Then there is the behavioral data. This is all about what people are doing on your website. This focuses on what pages people are clicking on, which pages get the most views, and how your sales funnel is performing. Many people focus too much on what is generally known as vanity metrics, which are things like how many Instagram followers you have and how many likes you have. They do have a place, but as you think about these three different types of marketing data, it can give you so much more information, and it can be so much more powerful, especially for helping you ditch the overwhelm.
Pri and her team have realized that many of their clients who are at the early stages of business have so many questions about Google Analytics because it can be confusing and overwhelming. Most people don’t want to learn or try to figure out what the numbers have been once they get the tool. That is when Pri and her team decided to build a solution for them in the form of dashboards, making it so much easier to find the answers you need. That is one of the main things that Pri wanted to do with the dashboards.
When people want to know their next steps in using her dashboards, there will not be anything to get in their way. There are so many blocks like mindset issues and limiting beliefs at the beginning of starting a business and using Google Analytics. It can be hard to figure out the numbers side of this tool, which can cause you to hold off on going any further, but with the pre-built dashboards, you can customize the colors, and the data is already pulled out for you to view once it is synced with your account. It will literally show you the data based on the question being asked. Pri even mentions that you will know what something means and what you need to do next within three clicks.
When it comes to checking your dashboard, there are a few things it will depend upon inside of your business. If you are actively doing a lot of marketing and want to know what’s happening in real-time, then Pri would probably recommend looking at your dashboard once a morning or a couple of times a week. If you’re going through a slow phase, where perhaps you’re not doing quite a lot of marketing, you’ll probably get away with it once a week or once every other week. In the beginning, you will probably want to use it less, and you can get used to what the trends are like. From a practical point of view, the way that the dashboards work is that you connect them to your Google Analytics account. It will have loads of data there as long as your account has been live.
One thing you could do is spend the first couple of weeks going back to periods where you did a launch, or you were heavily promoting something from a podcast recording or a collaboration. This will allow you to see what happened during that time and how it impacted your data because one of the most common things that Pri hears from people is that if you stop marketing, you stop getting traffic. That can help you understand what you were doing that drove the traffic in the first place and if it was sustainable or if you could do it again. If you’re relying on very short-term tactics over a short period of time, and it gives you a high increase of traffic, once you stop, it isn’t something that is sustainable for your business. You want to look at your data and watch things that are driving traffic using long-term tactics that will continue to drive traffic to your business again and again.
It can be a great idea to test out what marketing methods work best for your business. Let’s use a launch example for your business. Depending on how big your launch is, you probably need to measure a couple of different things. When Pri and her team work with clients one-on-one for launches, it will depend on what stage of business you are in and what tactics you are using because you may need more information than just where the traffic is coming from.
If you’re at the early stages of business or you haven’t really launched that much, it’s generally just figuring out where you are getting traffic from and where you are getting sales from. As you go further down the line, you can start digging deeper into your data. This is where you can start looking at how far people are scrolling down your sales page. If you’ve got a video on your website, how far are people watching the video? Which emails are people clicking out of in your nurture sequence or sales sequence? In the early stages, it’s just getting used to the data and how you can use it. As you go deeper into it, you can start adding more layers. You can start asking more complex questions. You can start looking at more complex data sets, and that is where the scaling part of things comes in.
Pri shared so much knowledge about using your data and metrics to make better marketing and business decisions. She spoke on topics such as her path from a corporate career to becoming an SEO Strategist after having to learn it on her own for one of her previous businesses, going back to the core of what your business needs through your data, some important metrics to be measuring when you market your business, being stuck in data overwhelm to finding an answers-based solution, how often you should be checking your dashboard (if you purchase one from Pri) for Google Analytics, and testing out different marketing methods and strategies to see what works best for your business.
So many entrepreneurs need this type of service for their data and to be able to take a hard look at their businesses using the numbers and metrics. Pri offers a VIP day service, a mini-course, and dashboards for you to grab to go deeper into your data. She is also on Instagram, where she shares lots of helpful tips on data and SEO, so be sure to follow her and connect with her, especially if you need some guidance.
[1:20] How Pri started her journey to working online and becoming an award-winning SEO Strategist
[4:15] How uncommon it is for entrepreneurs to use their own data and going back to that as the core of what your business needs
[10:06] The important metrics to be measuring as your market your business
[12:10] Being stuck in overwhelm with your data and numbers to actually finding an answers-based solution
[15:55] How often should you be checking your dashboard to measure your data
[20:50] Testing different marketing methods and strategies to see what works best for your business
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