Metrics that Matter

I don’t care how many visitors you had on your website last week, or how many impressions your Google Ad got, or how many followers you have on social media.

I do care that your grandma follows your company on social media. Having a support system is important. But that’s a different topic for a different day.

Step 1: Profit

Metrics aren’t goals.

Metrics are a a tool to track trends to better predict if and when you will meet your goals. As a business, it’s pretty safe to assume that your goal is profit. But we still have some work to do between goal and metrics.

Work backward

Before you can figure out how to measure what will drive your profits, determine what you’re measuring. Start with the basics. Are you selling a product or a service? Do you sell several small items or fewer large items? Does your company require a large sales team or are you a one-person shop?

If you’re running a large company that sells a commodity, then maybe high web traffic is an important metric for you. But if you’re selling one-of-a-kind designs, marketing and advertising money should be targeted to potential buyers with more discretionary income, rather than hoping that any and all web traffic comes your way.

Maybe you’re saying, “Duh, Elyssa. That’s simple.” But simple doesn’t always mean easy.

And maybe that’s where you’re stuck. That’s why I’m here — contact me to get started.