August 18, 2024 • 36 mins
Tired of guessing what's working in your business? It's time to let the numbers do the talking. In this episode, we dive deep into the power of key metrics. Discover how tracking the right numbers can transform your business overnight. Learn to identify hidden opportunities, measure your business health, and make data-driven decisions that drive growth. Get ready to unlock your business's full potential with this episode.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What's up guys?
Welcome back to another episodeof the TBL podcast.
Today we're talking aboutsomething really, really
important.
In fact, I just had aconversation recently with one
of our students and was feelingsuper down about her business.
Just was like it's nothappening, things aren't working
, something's got to change.
What have you?
I looked at her analytics.
She showed me her Linux.
She showed me what's going on.
She's like this close.
(00:20):
She didn't realize how closeshe was to growing her business
exploding her business, so we'regoing to talk about that today,
focusing on the right numbers.
We have a lot of resourcesinside of TVL for you to check
out, and many of you may knowthat already and some of you may
not be using them.
So we want to get you usingthose, because your energy goes
where your focus flows.
Is that how it goes?
(00:41):
Your energy flows where yourfocus goes, something like that.
You get what I'm saying, but itreally is a big game changer.
It really will change yourperspective about your business,
how healthy your business isand where your opportunities are
, which is the most importantthing.
And it's not just analytics, itextends beyond that.
So we're going to talk aboutthat today.
Speaker 2 (01:02):
Welcome to the Business Lounge Podcast, where
each week, we unpack the hottestonline marketing and business
strategies so you can grow yourbusiness, increase your bottom
line and make a bigger impact.
And now here's your host,kimberly Ann Jimenez.
Speaker 1 (01:24):
Introducing my beautiful business partner Kim
Jimenez Kim.
Speaker 3 (01:28):
So we're really excited because we wanted to
talk and tackle this particulartopic on knowing your numbers,
the importance of knowing yournumbers.
What are some of the emotionsthat can come up right as we
look at where we're at versuswhere we want to be, as well as
some of the tools, like Chrismentioned, that we already have
inside the business knowledgethat you should be making use of
.
So, as we kick things off,where should we get started?
Speaker 1 (01:53):
Well, that all depends, but I think the number
one thing is let's figure outthe numbers that matter, right?
Email list growth you got tolook at it every day, and this
is something that we do, right?
I look every day in myConvertKit.
I want to see how many emailsubscribers I got and I want to
see what they're downloadingright, like what specific
resources are they downloading?
And then, in what pages do Ihave those right Embedded or how
(02:16):
am I pushing those?
Is there a YouTube video that Ithat I did?
That's really seems like.
Oh yeah, I just did somethingon this topic and I included
that download.
Is that what really is pushingit?
Because the faster you get aread on the pulse right, a
figure to the pulse of what'shappening, the faster you can
create more of that.
But there's a lot of people andI've talked to clients and
students and such and theyhaven't even logged in to look
(02:37):
at their email list growth oranything.
They forgot their password forConvertKit.
I'm exaggerating, but by andlarge, that's not what we're
focused on.
We're looking at our followerson social media and I'm not
saying that that's not part ofthe equation, but that's not
what makes us money directly,right.
So I think that's the firstthing.
Uh, I think I would probably,once a week, go to my Google
(02:58):
analytics see what's going on,right, like, how much traffic
did I get?
Where are people going?
Where's it coming from?
Did my efforts pay off If I wasdoing a lot of stuff on
Instagram?
Did that pay off this week?
Right, like, things can change,but it's also it's not even a
matter of, like, a strategicthing, it's also a mental thing,
like I was mentioning with thatstudent.
You, just when you realize andthis particular person I was
(03:26):
referring to earlier 4,000people a month, that's enough to
be growing your email list.
We have and I'll let you talkabout a little bit, but we've
had lead magnets that we'reconverting 75% of referral
traffic from YouTube, 40%overall.
That's a game changer, becausenow, in that situation, we know
let's go push more of thatcontent and really interface
this lead magnet with as manypeople as we possibly can.
So your email list startsgrowing every day, and then,
(03:47):
when it's time to launch apromotion and this is what we
see often, and I want you totalk about this as well.
But what we see often, though,is people will get to a point.
They have an email, they're notpaying attention to their list,
they're not looking at theiranalytics, they're just kind of
putting stuff up there.
Then they run a promotion orthey want it's ghosts, it's
crickets, and they're.
They're all down and bummed andyou know this and that and and
we get that.
We totally get that.
But the problem is is that youweren't focused on your list,
(04:09):
you weren't focused on thenumbers that mattered until all
of a sudden, they needed tomatter and that.
So that's a big problem.
Speaker 3 (04:15):
so, anyways, I don't know if you want to kind of take
it from there and add yourthoughts to that yeah, I think,
like what you said, it's somekey numbers, and I think that
sometimes it can be reallyoverwhelming to just try to
track every little detail, andwe see both sides of the
spectrum.
What we see most frequently isyou're not tracking any numbers
at all, and so you're flyingblind and you can't course
(04:37):
correct when you don't knowwhat's really happening behind
your business.
So, as you're making decisions,lots of the things that we hear
questions about is like, whatshould I be working on right now
?
Like what?
Like what do I work on?
Because there isn't necessarilyoutside of our success path
that step-by-step, and sooftentimes we can't answer that
(04:58):
question until we know okay,where are you at right now?
Right, how many visitors areyou getting to your website?
How many followers are youadding on social media?
How many sales are you makingevery single week?
How much is your email listgrowing?
And so these are all basicnumbers that you should be
tracking.
And one of the really coolthings, um, chris, here is, too,
that we've created a brand newprogress tracker for you guys.
(05:22):
So, bell put a lot of energyand work into creating this.
We launched it a few months agowhen we redid our onboarding
sequence, so we'll have thoselinks for you guys below on this
podcast episode.
But this progress tracker is agreat spreadsheet.
It's a really great place toget started on and it's going to
help you track every singleweek.
Okay, what are my trafficnumbers from YouTube?
(05:43):
What are my traffic numbersfrom Pinterest?
Simple metrics.
You don't have to go all in therabbit hole and track every
single page that people visitedand go in and look at conversion
rates for every single checkoutpage.
If you don't want to, it canjust be a high like level view
that kind of gives you an ideafor where you're at and that way
(06:03):
you can make a coursecorrection.
So, for example, if we noticethat our lead magnet opt-ins are
slowing down, like happenedrecently, a couple of weeks ago,
you were like, oh my goodness,our lead magnets are are like
our signups daily are going downsignificantly.
We just made a big change onthe website and we tracked it
down to.
(06:24):
It took us three days but wefigured out.
This is the change.
Brian changed it, reversed thatchange on the website and
immediately the options startedgoing back up.
Speaker 1 (06:33):
Yeah, he added a piece of code to the site that
disallowed people from beingable to right-click and steal
our images, because when youstart getting a lot of traffic,
you'll see your products pop up,places or people using your
images and literally selling asimilar product with your images
the problem is is that so?
When we disallowed the rightclick and the ability to
download the image or save theimage from the site, it also
(06:56):
disallowed people from beingable to fill out our opt-in
forms.
So all of a sudden went to.
Nothing now, if you weren'tpaying attention every day to
what's going on, or at leastmultiple times a week to what's
going on with your email list,you would have no idea until
like months later and you'vemissed all those opportunities.
Speaker 3 (07:10):
Right, and so we like .
The big warning sign was likehey, we're not getting sales for
this one product.
Speaker 1 (07:15):
Yeah.
Speaker 3 (07:15):
We're like what, and so we went in and we're like
we're also not getting anysignups, so that makes sense and
so kind of just keeping an eyeon your numbers like that helps
you catch things really fast.
Speaker 1 (07:26):
I think too, and maybe this will change people.
I like paradigm shifts becauseI think this really helps people
a lot.
Right now, I think most of usact like marketing directors,
not business owners.
Yeah, it's true, right, likewe're so focused on social media
.
We're so focused and I alwayssay this, and I know people
already think I hate socialmedia and I don't we're trying
to provide counterbalance.
Yeah, that's the only reasonwhy we speak out as ardently as
we do about social media,because we see like 99% of the
(07:48):
focus on social media and that'swhat a marketing director would
do.
That's what a social mediamanager would do.
A business owner would look atthe numbers.
Speaker 3 (07:55):
That mattered so do you think this is really weird?
Because I used to be a socialmedia manager and so the
instinct would be probably tothink that we would be very pro
social media.
And I think what people don'trealize is like, as a social
media manager and you saw thishaving a business when you
(08:15):
really get in the trenches, youunderstand what actually drives
the company, and it's not socialmedia, it just isn't.
When you start really lookingat the data and the analytics,
and that's what really was ahuge aha moment, it was a
blessing for us years and yearsago to just be like holy crap,
social media is very top offunnel.
But, what really starts drivingthings is when you start
(08:35):
changing the relationship withpeople that you find on social
media, people who find you onsearch.
Building that middle of thefunnel, bottom of the funnel, is
what makes the biggestfinancial impact, and so we love
social media, but the problemis everyone who's in your ear is
telling you to just stay top offunnel, and we talked about
this in our latest trafficbootcamp, which, if you have not
(08:56):
, please, please, please, please, sign yourself up for the next
bootcamp, and if you can'tafford to join us for that,
please check out the replay.
We're going to be selling thoseseparately, and so it's going
to be a total game changer forthe way that you think about
your actual social mediarelationships.
We tend to stay in social mediaand never move people outside
(09:17):
of that.
And that's a big problem for whymost people aren't making sales
.
Speaker 1 (09:20):
Yeah, and case in point.
So the example that I wasalluding to previously, the
person was driving 4,000 peoplea month.
There were several blogs thatwere really really relevant
content and like I think theywere getting two to 300 people a
week on each one of those.
Like high performing blogs,like five or six of those, and
we say take it from top offunnel, like, okay, you created
the blog, there's no opt-in form, there's no lead magnet
(09:43):
embedded on those forms or onthose pages whatsoever Not a
single one.
If you're converting at 20 to40% on that, with hundreds of
people every single week, you'retalking about adding
potentially thousands of peoplea month to your email list.
That's going from top of funnelto middle of funnel.
Then what we're talking aboutbottom of funnel is okay, what
do we do once they join?
Once join your email list, howdo you follow up?
(10:05):
Because the fact of the matteris this and people don't realize
.
This is why the psychology ofmarketing is so important over
80% of sales happen after thefifth follow-up.
Speaker 3 (10:13):
The fifth follow-up Not the first follow-up.
Speaker 1 (10:15):
Most people just send them their download and then
say, okay, have a good life, andthen they don't email for six
months, if ever.
Well, after a week they forgetwho you are.
You're just another person inthe inbox, right?
How could they expect you?
So it's like we're doing somuch top of funnel.
We're busting our buttscreating the reels that hit the
algorithm, stuff like that, andI get that because that's what
we see.
Yeah, that's the part that wesee.
Every day we log in, we seepeople that are doing.
(10:37):
Well.
They're you know they're.
They're the people we followare doing that right, and so
that's why I think that we haveto be very concerted in our
efforts to make sure that we areputting our attention on the
other things because when youstart focusing on the other
things.
Your viewpoint of top of funnelis completely different.
It's a healthy relationshipwith.
Top of funnel is completelydifferent.
It's a healthy relationshipwith top of funnel, right.
Then you stop looking and say,well, I don't have 10,000
followers, okay, fine, but howmany people do you really need
(10:59):
to send to your phone and make asale?
Because now you've mapped thatout.
And the last thing I want tosay is this most people, what I
think is this the reason theydon't do the middle, funnel,
bottle, funnel, they know allthese things.
The reason I think that theynecessarily just focus top of
funnel is because they're likeI'm not ready for middle,
because they're so overwhelmedabout it.
They think that they have tomaster all these things at once.
And one of our students, elisa,she's.
(11:21):
I've been telling her, forwe've we both collectively, I've
been telling her for years.
She was made for YouTube.
She has such an amazingpersonality.
She just pops on camera, shejust presents herself in such a
way.
Her backdrop is amazing.
It's the perfect product totalk about on YouTube.
We just knew she was going todo well.
Well, recently, within the lastsix or seven months, she
created a video, not multiplevideos, a video that is in the
(11:44):
thousands of views, right.
So she came to the trafficbootcamp and we're like Elisa,
this is your jammy jam.
We've been telling you.
This is your jammy jam.
We showed her what we do, whichis video on a specific topic.
Lead magnet that applies tothat specific topic into your
email list.
I think she said she's like,she's like, I can't believe how
fast my email list is growingfrom one video.
Speaker 3 (12:06):
Yeah, she posted about it in the Facebook group,
which is really exciting to see.
Just get her get actual results, like she's actually adding
people to her list every day,right, whereas before it was,
like, you know, maybe a coupletimes.
Speaker 1 (12:16):
Yeah, I don't think she was really going her email
list.
From what I can, from what Ican gather what she's told us so
she's gotten like halfwaythrough.
Speaker 3 (12:22):
Right now she's focusing on okay, how do I get
those people to actuallypurchase my products?
Right, and that's the secondpart.
I think oftentimes too.
You mentioned people beingoverwhelmed with top of funnel.
I totally agree.
There's so much that happenstop of funnel.
The problem too, I feel like,is so, for for a grand majority
of our members that's theproblem.
But there's also a subgroup ofour members who are like what
(12:43):
the heck is bottom of funnel?
Speaker 1 (12:45):
I agree.
Speaker 3 (12:46):
I have.
I've never heard about this.
Speaker 1 (12:48):
Right.
Speaker 3 (12:48):
I don't speak the lingo.
I feel like everyone is in theclub.
Speaker 1 (12:51):
Even some of our TVLC members have said that they're
like wait what's middle andbottom of funnel.
Speaker 3 (12:55):
Right, exactly.
I don't feel like I understandwhat is actually happening, and
so we're going to talk more andmore about what do those terms
actually mean in a futureepisode.
For right now, all you need toknow is that a sales process is
very simple.
It's usually three steps right.
People find you on social media, on search, wherever they
(13:16):
hopefully go to your website,sign up for your email list and
then you follow up with them viaemail and offer them to
purchase a product.
So three steps, right.
Yeah.
And so that entire process ofbuilding a business online can
be really overwhelming, becauseeach of those stages has a bunch
of steps.
Speaker 1 (13:32):
Yeah, I would say think of it this way, and I like
to equate things to thephysical world because I think
we understand, I think it'seasier for us to conceptualize,
right?
So, like, top of funnel is theadvertising to get them in your
physical store, right?
Right, let's say you have aphysical retail like a mom and
pop, you sell cookies, right,the advertising that you're
doing that's to get them in thestore.
When they're in the store andyou're talking to them about
(13:53):
whatever and you're introducingthem and this and that that's.
That's kind of the middle offunnel aspect of things.
The follow-up after the fact oranything that involves your
actual sales process is going tobe more bottom of funnel, right
?
So right now most of us arejust like advertise, advertise,
advertise, but then when theycome into our store, we're
there's nothing there rightthere's no cookies and then
there's no sales process as faras following up and be like hey,
ma'am or sir, can I help you?
(14:15):
Can I help you with the processof deciding what's the best
option for you?
Or maybe this is like what doyou prefer?
Do you like chocolate chipcookies?
Do you like this kind ofcookies?
You like this kind of cookies?
It's like we just ignored, wejust no one's there, there's no
product, we just whatever.
And it's like we have to have acomplete holistic sales system.
And that's what that is andthat's why and most people find
this out quickly you don't haveto have, you don't have to be
(14:41):
popular, you don't have to have.
And that's why Kim saysprofitability over popularity.
It just takes a few people aday to come to your site and to
buy something for you to have ahighly profitable business.
Speaker 3 (14:53):
Well, I love that.
I love that idea ofprofitability over popularity.
It's kind of become our thingthat we basically trademarked.
As you're thinking about yourprocess and your numbers and
what you should be tracking,remember that everything that we
talk about in these podcastsyou have resources for inside
(15:13):
the business launch.
So if you're having questionsabout like, okay, I get it, I
need to build up my social mediaAwesome, we have dedicated
courses for most every platformon how to grow an actual you
know, an audience on Instagramor on LinkedIn or on Pinterest
or on YouTube.
And then we're shifting into thenext stage of that.
You know, middle of the funnel,where you're starting to build
(15:36):
an email list, and so we have anentire program on how to build
an email list.
We'll link that below as wellas what to send to people with
our master email marketingcourse.
And then bottom of the funnel,as you're building your sales
processes.
That's where courses like salespages that convert and webinars
that convert and profitablesales funnels comes in.
So you have courses that alignwith all these stages.
(15:59):
But we want to help you kind ofzoom out for a little bit,
because we can get so granularthat we get overwhelmed.
Let's zoom out for a minute andtalk about, okay, what is it
that's going to help you movethe needle?
Why are numbers so importantand how can we use those numbers
to make better decisions, notjust from a marketing standpoint
, but from a business standpoint?
(16:19):
And so I think a quick exampleof that Chris could be.
So let's say they're, they'rewriting out their, their numbers
, right, and so they're like,okay.
So this is how many followers Iadded on Instagram.
This is how many websitetraffic of visitors I received.
This is how many people havejoined my email list, and maybe
that number is zero, right?
Maybe it's no one joined myemail list and that we've been
there, right?
(16:39):
That's a process.
So what are some of the thingsthat you could potentially do?
If you find that, hey, no one'scoming in on my email list, I
have identified the problem asto why I can't actually seem to
make momentum or startgenerating revenue.
Maybe I should focus, then, onbuilding my email list.
What are some of the things?
Maybe my lead magnet isn'tresonating with people.
(17:01):
Maybe I need to run a splittest.
Maybe I need to get somefeedback from my audience to see
what is it that they reallywant.
Speaker 1 (17:08):
Yeah, well, I think that's.
I'm glad you bring up thatpoint, because that's really
important, and I think that'spart of why people are just
putting out a bunch of stuff,because they're like I don't
know what's working, so I justneed to put out more stuff More,
more, more, more, more, more,more.
And then so then they getoverwhelmed, then they're
spending a lot of time and oneof the reasons you know kind of
before I kind of a prelude towhat you're talking about here
(17:30):
that is getting all this traffic.
There's five blogs that aredoing well, roughly give or take
, that are doing really, reallywell.
What are the topics that arediscussed in those five?
And then what we can do is thiswe can take that data and say
let's talk about this more onsocial media because it's
obviously resonating with people.
And then on social media we cansay I have a download for this,
(17:51):
I have a resource for this, forthese topics.
Now what you're finding isyou're using the data that you
have from your, your site, whichis the I mean, the most
relevant data you could possiblyhave.
It's the, it's the markettelling you what it wants, and
then all you're doing isamplifying that on social media,
right?
So I think that's exactly howyou go about doing it.
Speaker 3 (18:09):
Um, real quick too.
You can do the reverse as well.
Speaker 1 (18:12):
Yes.
Speaker 3 (18:13):
So, for example, if you say okay, these are five
blogs that are really resonating, Let me take that content and
strip it into shorter form andpost it on Instagram and make
reels and post stories, createTikTok videos, pins on Pinterest
.
Speaker 1 (18:29):
You might find your niche just doing that alone.
Seriously, you might find yourniche just doing that.
Speaker 3 (18:33):
So if you just want to stay in the content realm
because that's what feelscomfortable to you right now and
you're like I don't know aboutconversions, I can't deal with
that.
Yeah, totally fine, you can usethese different data points to
say what are the content ideasthat people really resonate
around.
Or you can even look at what isworking on Instagram, right,
(18:55):
let's say, and you're looking at, oh, this post got a bunch of
saves, this post got a bunch ofshares, this post got a bunch of
comments.
Maybe I should create a blogaround that topic, so it goes
both ways.
Speaker 1 (19:04):
Yeah, and something we talked about in both the
sales page bootcamp and thetraffic bootcamp.
That I would say cause I'm surea lot of people are listening
to like, but I haven't doneyears of blogs.
I don't have a video that'sgetting thousands of views a
month Like at least I didn'teither.
No, at least I didn't either.
But if you're like, but I don'teven know what that would be
Like, I don't have any data toknow what I should talk about.
And I again, this is a wholenother conversation.
(19:24):
It's a can of worms that I talkabout.
But it's the problem.
We have an inverse relationshipwith how we should be doing
things.
Your North node should alwaysbe your audience.
If you don't have an audience,how do you borrow an audience
from somebody, right?
Or how do you start with thesmallest possible audience that
you could have?
And we talked about during thetraffic boot camp your little 10
, your big 10.
We talked about in the salespage boot camp.
We talked about doing insightsurveys with your market.
(19:45):
One of our members, andrea.
She's a big Instagram guru.
She took her insight survey andbasically just built it into
Instagram stories and she gotfeedback from Instagram stories.
So it's if you don't know, ask.
It's literally that simple.
You know if you don't, and wewe do this with everything
(20:05):
Anytime.
We've started a business thatway and our first business I've
told I've told the story a lotso I won't get too much into the
nuance of the story but westarted a moving company.
We started to get some traction.
One of the story but we starteda moving company, we started to
get some traction, the one ofthe first things we did when I
decided to take it on as afull-time venture.
I went downtown in athens,georgia, because our target
market was college students, andI literally was interviewing
kids, college kids at the bar ona flip phone.
(20:25):
It looked terrible, it was sopixelated and gross, but we're
interviewing people.
Why?
Because that's our market, noone's gonna know.
I think as business owners, wethink that we have to be and
this is probably a societalthing that like we have to be
geniuses.
You know it's like the SteveJobs and the Elon Musk.
There's these brilliantentrepreneurs and I'm not
dismissing that they aren't.
But the most basic form, themost basic version of
(20:47):
entrepreneurship is identifyinga problem in the market and
finding a solution that peoplewant, a viable solution that
people want to solve their saidproblem.
What does that mean?
All we have to do is go to themarket itself, go to the people
that we aim to serve and letthat guide us.
Ask them questions.
You've experienced X problem inyour life.
What are the solutions thatyou've tried?
Were you satisfied with thosesolutions?
(21:08):
What would you want more out ofthose solutions or different
from those solutions that youreceived?
What do you feel like theproblem is?
That's not currently beingsolved?
How did you feel underserved?
Right?
Did you feel like your means,if you're a single mom, were the
problem that you haveexperienced?
The solution that exists, doesit serve you specifically as a
single mom?
Because maybe there's asolution out there, but it's not
(21:29):
catered specifically to singlemoms.
That's going to guide you morethan anything else.
Then you start taking the datathat you received and then start
testing that.
You create a lead magnet aroundthat You're talking about on
social media.
You're doing some blog contentaround that.
You're seeing how it performs.
Then you go through that sameiterative process that I talked
about before, which is okay,this seems to be performing well
.
Let's see if we can't amplifythis on social media.
Let's see if we can't createsome long form content around
(21:50):
this, like a blog or YouTubevideo, and see if we can't get
some traction there, Causehere's the thing and I think
this is I want you to take overhere, because I think you've
done this probably better thananybody that I've seen.
People think it takes a lot.
It really doesn't.
It takes one strong lead magnetthat's doing extraordinarily
well.
It takes a couple pieces offlagship content that really do
well, like long-term, long form,searchable content like a
(22:12):
YouTube video or something, andyou can literally drive leads
every single day and then startbuilding the components like
bottom of funnel around that onething because you've now built
a system that's kind of creatingleads and generating new leads
for you every single day.
And the reason I say it isbecause Kim has had some offers,
even one that's a $9 offer.
I know because I was looking ather numbers.
She's made millions of dollarsoff of a nine dollar offer that
(22:33):
performed well organically, thatthen all she did was pump ads
into it and ran it for years andmade millions of dollars off
that and built an entiremembership off of the backs of
presenting that offer and theninviting people for a trial to
to the membership, and that'swhat's crazy.
So if you would speak to that alittle bit, that'd be awesome
yeah, what would you like me toexpand upon?
I don't know.
I guess just kind of theprocess, like how did you arrive
(22:54):
at that specific offer, how didyou know that that was the
actual offer?
Speaker 3 (22:58):
Well, I didn't at first right, I didn't, and so I
started just creating content,like you explained and like
we've been talking about, andthen there's an experimentation
period.
(23:19):
When you're just getting started, you are trying all different
kinds of content ideas and justthrowing it out there to see
what sticks.
For me, one of the things thatI think that helped me the most
was long form content.
I dove into blogging andcreating YouTube videos and that
exposure allowed me to getfaster and faster.
When I say faster results, whatI mean is that, yeah, it took
six months for blogs to startgetting some traction, but once
they did, it was like immediatefeedback, whereas with social
media it takes a long time tobuild an audience that can give
(23:41):
you enough feedback on.
You know, new posts all thetime, whereas with long form
content you kind of post it onetime and then it starts building
that momentum as timeprogresses.
So what I started doing waswhen I had a service-based
business.
You know I could put out maybetwo blogs, two videos a month.
That's all I could do because Ididn't have enough time.
(24:01):
I was servicing clients, it wasa lot to deal with, and so
putting that content out therestarted helping me to build that
audience while I was working onthe service-based space.
So one of the mistakes that wesee often is people are really
busy either servicing theirclients, working a full-time job
, raising kiddos, being goodmoms and dads and it can be
(24:22):
really overwhelming.
So what I love about long-formcontent is that there isn't that
hustle game of like.
I'm having to put out new stuffon Instagram every single day
and people who find me two weeksfrom now are not going to go
back and watch that old video togive me feedback.
So I'm not really sure ofwhether that unless I keep
reposting it every week, I don'tknow if it's resonating.
(24:44):
So I don't think that socialmedia is the best at giving you
cohesive feedback all the time.
I think it's awesome once youhave an audience to get that
instant.
You know.
You can put a poll on onstories, you can ask right on a
live.
You can put out a TikTok videoasking for feedback.
You can do the same thing onYouTube.
But that is works great onceyou've established an audience.
(25:07):
It doesn't always work in the,you know, kind of initial stages
.
But kind of going back to thenumbers, because I don't want to
get too into the strategy, oneof the things that I think is
really important for all of usto start thinking about is how
much money are we actuallymaking every week?
Yeah, is it actually moving theneedle forward for us?
(25:28):
And that can be challenging,that can bring up a lot of
emotions, and I think it'ssomething that we should
definitely talk about as we wrapup.
Speaker 1 (25:36):
Yeah.
Do you think that people arespending too long on a certain
strategy because they're notpaying attention to the numbers,
or do you think that they'renot being patient enough with
the process?
Speaker 3 (25:43):
I think both.
I think that there's nobenchmark of like how long
should you, how long should youtry?
There's no parameters.
Speaker 1 (25:49):
I've never heard anybody give parameters Like,
hey, you should do YouTube forthree months consistently, and
if you're not seeing anything,then YouTube's not the right
thing for you.
Speaker 3 (25:57):
So let's put out some benchmarks right now.
Speaker 1 (26:00):
Long-form content you should be at it at least for
two years before you're likethis isn't working and you
should see some and that's likeonce a week or once every other
week.
Once a week.
Speaker 3 (26:10):
I think once a week, at the least twice a month, but
ideally once a week.
And when I'm talking about longform, we're talking about
YouTube, we're talking aboutblogs and we're talking about
podcasts.
Russell Brunson would tell youfive years.
He would say you need to do itfor five years, and if in five
years it doesn't work out, thenshifts strategies.
I think that's a little toolong there should be in between
(26:31):
some clues, but even you, like,you've been doing youtube for
two years and you're just nowbeing like oh my gosh, my videos
are.
Speaker 1 (26:36):
But I'll say this, though, but I'll say this though
, there were signs along the way, yes that it was working
exactly me what I mean by that.
So I'm probably better casestudying this, because you're so
far along.
You're 10 years into youtube.
I'm only like two, two and ahalf years into youtube.
Um, within six months, I wasdriving, I think, probably twice
as much traffic to my websiteas I was from my instagram, and
(26:57):
that and my instagram had likefive to six thousand subscribers
or followers.
Rather, I'd been there for sometime.
So youtube, within a very shortperiod of time, was already
exceeding the amount of trafficthat I was driving.
Why do I care about that?
Because traffic matters to memore.
That's the.
That is a number that meanssomething to me.
That means people coming intomy cookie shop.
Remember, that is a number thatmeans something to me.
That means people coming intomy cookie shop.
Remember, like, that's whatthat is.
(27:18):
So if people are coming into mystore, I have a chance to sell
them something.
If people are seeing myadvertising and they're like, oh
, that's a cool ad, but they'renot coming in my store, then
that's not as important to me aspeople coming into my
storefront, right?
So that's how I tend to try tolook at it, and it changed the
game for me a lot.
So that was an indicationwithin six months, even though
my views were tiny and I think Ishowed people this in one of
the workshops or coaching callsthat we had.
(27:39):
But I showed that like and Iknow it resonated because people
were like, oh my gosh, thatreally like changed my
perspective.
I only have 2,000 subscribers,I don't have a large channel,
but you'd be surprised I'vedriven like.
I drive like 10,000 views amonth off of the 2,000
subscribers A tiny channel.
Speaker 3 (27:55):
A tiny channel.
Speaker 1 (27:56):
But also the amount of traffic that I drive.
It's my number one driver oftraffic, more than my podcast,
more than any social mediaplatform.
It drives traffic.
And now I've doubled down onre-optimizing videos and
including lead magnets and thenalso teasing the lead magnet at
the end of the video and thathas just exploded like 5x my
email list growth just doingthat one thing alone.
So you find something that'sworking.
(28:19):
You look at the metrics.
What is a win for this season?
A win for me was am I drivingtraffic?
Then it was can I convert thattraffic?
What is going to convert thattraffic?
Then it was how do I doubledown and optimize?
And that was the entire process.
And now I'm like I'm in, now I,now I know I can scale that
because I found out what'sworking there.
Speaker 3 (28:39):
So I feel like you have to take it iteratively and
have benchmarks for each seasonof that process.
Yeah, I agree, and I think thata really good resource for this
would be to go through thesuccess path and in each of the
stages there's a section thattalks to you about, like, what's
going to come up in this season, and when we we talk about that
, we're talking about theemotional aspect.
Speaker 1 (28:54):
Yeah.
Speaker 3 (28:54):
Because, for you, there were many times where you
came to me and you're like thisisn't working.
Speaker 1 (28:58):
No, my video had 43 views and I sunk my heart and
soul into it and it's like thisis crazy, this isn't working.
Speaker 3 (29:02):
Right, you're like you know we're investing in a
full-time editor and like I'mjust frustrated, this isn't
working.
Your podcast took off reallyfast, and so it definitely was a
big difference there, and therewas a lot of times when I could
tell you were very discouraged.
But, um, I think that knowingwhat to expect with each of them
(29:25):
makes it easier and knowingthat, hey, it's normal to feel
discouraged, it's normal to lookat your numbers and have a
reaction.
We had one of our coachingclients in tblc the other day.
Um, she was like guys, I'm likesobbing, I'm crying right now
because it's so hard to look atmy numbers and be I feel
disappointed that I'm notfurther along there's always so
(29:45):
much resistance.
Speaker 1 (29:46):
When we say your numbers, it's like, okay, give
me a few weeks, I gotta makethem perfect, I gotta like this
and you can tell it's theyhaven't looked at them and they
don't know.
Because there's such aresistance to it?
Speaker 3 (29:54):
But I think there's a vulnerability that it's like I
feel seen and I feel vulnerablebecause, like this isn't a
representation of our hard work,or there's a worry that we're
going to judge you and we'regoing to make you feel like, oh,
you should be so much furtheralong than you are and that's
(30:15):
not the reality.
The exercise is really meant tobe a good light on where we're
at right now.
It's just taking inventory ofwhere are we at right now, so
that then we can really buildmomentum on the back end.
We can't know on the map rightwhere we're going and how far
it's going to be to get there ifwe're not sure where we're at
right now.
So as you look at your numbers,as you use this spreadsheet, I
(30:37):
want you to have a ton ofempathy towards yourself.
I don't want you to bejudgmental because unfortunately
, that's not useful.
It just isn't.
It's not going to help you growfaster.
You're only going to startbeating yourself up for no
reason because, by the way, youhave no idea what stage of
business you're in and whetherit's normal to have those
numbers.
So we love giving you feedback,we love giving you benchmarks
(30:59):
for each individual stage inbusiness, but, for example, if
you're in the hustle stage, wewant to see you have a goal of
reaching your first 5,000 to10,000 subscribers on your email
list.
Speaker 1 (31:09):
That is the goal.
Speaker 3 (31:10):
That is the goal and those benchmarks are in the
success path.
So it's normal to have anemotional response to your
numbers.
We just don't want you tounpack and live there, because
that's just not helpful.
Right.
And so we wanted to kind ofclose with that idea of like hey
, it's okay to be frustrated byyour numbers we're often
frustrated by our numbers butwe've built up the resilience to
(31:31):
say, no, actually numbers areempowering to us.
Because then we're like okay,we're not where we want to be
financially, but look at howmany people we're adding to the
email list.
Like the client you weretalking about, it was like she's
feeling super discouraged, butyou're like, you're so close,
look at how many people you'redriving on this other side of
your business.
Speaker 1 (31:49):
Yeah, it's like doing all the homework and doing all
the tests and not looking at thereport card.
Speaker 3 (31:52):
Yeah, exactly.
Speaker 1 (31:53):
We got to look at the report cards, baby.
We got to know what's going on.
The report cards are your emaillist and how much money you're
making Exactly, and I feel likewe're ignoring that part.
But we're doing all the workand the problem is if you don't
start seeing that progress,that's when moving forward and
(32:14):
growing our businesses.
Speaker 3 (32:16):
And oftentimes I feel like when we see y'all's
numbers, we did this for a TBLC,the beta that we launched.
We had everyone send us theirnumbers and oftentimes there was
this disappointment and this,like you know, heavy feeling and
we looked at the numbers werelike what are you talking about?
This actually is totally inrange.
This is normal for the stage ofbusiness you're in.
You're actually doing way betterin this area that you didn't
(32:36):
even think about, and so there'salways those happy surprises,
too, of like wait, I actuallyI'm actually moving forward.
Speaker 1 (32:43):
I just didn't realize that I was moving forward.
Yeah, no, I totally agree.
We see that often where it'ssomebody has a mole and they
turn into Mount Everest.
Speaker 3 (32:48):
It's not that big of a deal.
Speaker 1 (32:50):
in fact, I think sometimes you look and we say,
okay, we need to x, y and z, andthen they're like oh, oh yeah,
I can do that and then they feelempowered, right, right.
So I I totally agree this needsto be the focus, and I'm
actually glad that this becameour second episode, you know, in
the tbl insider podcast,because it is the foundation of
of, I think, our orthodoxy, whatwe teach, preach and teach.
Speaker 3 (33:09):
Yeah, you know it's like profitability.
Speaker 1 (33:11):
Not everybody is going to break through and
become an influencer and I'mgoing to tell you right now we
have people like thoseinfluencer types that have come
to us that we've talked to, thatthey're barely making their
bills their numbers.
They're not making money andthen we have people that are
very niche and they don't have alarge audience.
They don't have a largecommunity and it's doable for
most people to get to wherethey're at, but they've built
good systems and processes.
They focus on the right numbers.
They're at, but they've builtgood systems and processes.
(33:31):
They focus on the right numbers, they're doing the right things
and have a very healthy andthriving business.
That's achievable for like 99%of people that's achievable.
So that needs to be thebenchmark.
We don't want to rely on thealgorithms, to the algorithm
gods to show us favor.
We want to do things that weknow give us and set ourselves
up for the best chances atsuccess, and that's why I feel
like our students here aregetting results.
(33:52):
That's why people say I feellike in this community, that I
can, in this membership, that Ican succeed Absolutely Right,
and that, to me, is such a coolthing that we're working on and
I think, if we can you know, ageinformation is great Right, and
unfortunately, we kind of werebefore.
Social media is what it wastoday in terms of when we
started a business.
In the first business, therewas none of these fancy tools
(34:18):
and gadgets and gizmos andalgorithms.
They just didn't exist and itjust gave us a good foundation
of things that actually worktimeless principles, and so
that's what we're trying toteach, that's what we're trying
to help people do here, and Ilove I get really passionate
about it because I love to seepeople being able to win and
realizing it's not as hard asthey've been making it.
Speaker 3 (34:27):
In the meantime, would you let us know if you
enjoyed this episode?
If you're listening to thepodcast, text us.
Did you know we have fan mailnow?
It's so awesome.
You, literally, just on yourfavorite podcast player, look
for that little highlight linkat the beginning of the episode
description that says text me aquestion.
Was it helpful?
Did you have questions thatyou'd like for us to go into
(34:50):
deeper in the next episodes?
This is all about the community.
It's all about you.
We're doing it for you guys,and so we'd love to hear your
feedback.
But until then, thank you somuch for watching Chris.
Anything else you would like tosay?
Speaker 1 (35:02):
Un beso.
Speaker 3 (35:04):
Un beso Bye for now.
And we'll see you soon.
What's up guys?
Welcome back to another episodeof the TBL podcast.
Today we're talking aboutsomething really, really
important.
In fact, I just had aconversation recently with one
of our students and was feelingsuper down about her business.
Just was like it's nothappening, things aren't working
, something's got to change.
What have you?
I looked at her analytics.
She showed me her Linux.
She showed me what's going on.
She's like this close.
(00:20):
She didn't realize how closeshe was to growing her business
exploding her business, so we'regoing to talk about that today,
focusing on the right numbers.
We have a lot of resourcesinside of TVL for you to check
out, and many of you may knowthat already and some of you may
not be using them.
So we want to get you usingthose, because your energy goes
where your focus flows.
Is that how it goes?
(00:41):
Your energy flows where yourfocus goes, something like that.
You get what I'm saying, but itreally is a big game changer.
It really will change yourperspective about your business,
how healthy your business isand where your opportunities are
, which is the most importantthing.
And it's not just analytics, itextends beyond that.
So we're going to talk aboutthat today.
Speaker 2 (01:02):
Welcome to the Business Lounge Podcast, where
each week, we unpack the hottestonline marketing and business
strategies so you can grow yourbusiness, increase your bottom
line and make a bigger impact.
And now here's your host,kimberly Ann Jimenez.
Speaker 1 (01:24):
Introducing my beautiful business partner Kim
Jimenez Kim.
Speaker 3 (01:28):
So we're really excited because we wanted to
talk and tackle this particulartopic on knowing your numbers,
the importance of knowing yournumbers.
What are some of the emotionsthat can come up right as we
look at where we're at versuswhere we want to be, as well as
some of the tools, like Chrismentioned, that we already have
inside the business knowledgethat you should be making use of
.
So, as we kick things off,where should we get started?
Speaker 1 (01:53):
Well, that all depends, but I think the number
one thing is let's figure outthe numbers that matter, right?
Email list growth you got tolook at it every day, and this
is something that we do, right?
I look every day in myConvertKit.
I want to see how many emailsubscribers I got and I want to
see what they're downloadingright, like what specific
resources are they downloading?
And then, in what pages do Ihave those right Embedded or how
(02:16):
am I pushing those?
Is there a YouTube video that Ithat I did?
That's really seems like.
Oh yeah, I just did somethingon this topic and I included
that download.
Is that what really is pushingit?
Because the faster you get aread on the pulse right, a
figure to the pulse of what'shappening, the faster you can
create more of that.
But there's a lot of people andI've talked to clients and
students and such and theyhaven't even logged in to look
(02:37):
at their email list growth oranything.
They forgot their password forConvertKit.
I'm exaggerating, but by andlarge, that's not what we're
focused on.
We're looking at our followerson social media and I'm not
saying that that's not part ofthe equation, but that's not
what makes us money directly,right.
So I think that's the firstthing.
Uh, I think I would probably,once a week, go to my Google
(02:58):
analytics see what's going on,right, like, how much traffic
did I get?
Where are people going?
Where's it coming from?
Did my efforts pay off If I wasdoing a lot of stuff on
Instagram?
Did that pay off this week?
Right, like, things can change,but it's also it's not even a
matter of, like, a strategicthing, it's also a mental thing,
like I was mentioning with thatstudent.
You, just when you realize andthis particular person I was
(03:26):
referring to earlier 4,000people a month, that's enough to
be growing your email list.
We have and I'll let you talkabout a little bit, but we've
had lead magnets that we'reconverting 75% of referral
traffic from YouTube, 40%overall.
That's a game changer, becausenow, in that situation, we know
let's go push more of thatcontent and really interface
this lead magnet with as manypeople as we possibly can.
So your email list startsgrowing every day, and then,
(03:47):
when it's time to launch apromotion and this is what we
see often, and I want you totalk about this as well.
But what we see often, though,is people will get to a point.
They have an email, they're notpaying attention to their list,
they're not looking at theiranalytics, they're just kind of
putting stuff up there.
Then they run a promotion orthey want it's ghosts, it's
crickets, and they're.
They're all down and bummed andyou know this and that and and
we get that.
We totally get that.
But the problem is is that youweren't focused on your list,
(04:09):
you weren't focused on thenumbers that mattered until all
of a sudden, they needed tomatter and that.
So that's a big problem.
Speaker 3 (04:15):
so, anyways, I don't know if you want to kind of take
it from there and add yourthoughts to that yeah, I think,
like what you said, it's somekey numbers, and I think that
sometimes it can be reallyoverwhelming to just try to
track every little detail, andwe see both sides of the
spectrum.
What we see most frequently isyou're not tracking any numbers
at all, and so you're flyingblind and you can't course
(04:37):
correct when you don't knowwhat's really happening behind
your business.
So, as you're making decisions,lots of the things that we hear
questions about is like, whatshould I be working on right now
?
Like what?
Like what do I work on?
Because there isn't necessarilyoutside of our success path
that step-by-step, and sooftentimes we can't answer that
(04:58):
question until we know okay,where are you at right now?
Right, how many visitors areyou getting to your website?
How many followers are youadding on social media?
How many sales are you makingevery single week?
How much is your email listgrowing?
And so these are all basicnumbers that you should be
tracking.
And one of the really coolthings, um, chris, here is, too,
that we've created a brand newprogress tracker for you guys.
(05:22):
So, bell put a lot of energyand work into creating this.
We launched it a few months agowhen we redid our onboarding
sequence, so we'll have thoselinks for you guys below on this
podcast episode.
But this progress tracker is agreat spreadsheet.
It's a really great place toget started on and it's going to
help you track every singleweek.
Okay, what are my trafficnumbers from YouTube?
(05:43):
What are my traffic numbersfrom Pinterest?
Simple metrics.
You don't have to go all in therabbit hole and track every
single page that people visitedand go in and look at conversion
rates for every single checkoutpage.
If you don't want to, it canjust be a high like level view
that kind of gives you an ideafor where you're at and that way
(06:03):
you can make a coursecorrection.
So, for example, if we noticethat our lead magnet opt-ins are
slowing down, like happenedrecently, a couple of weeks ago,
you were like, oh my goodness,our lead magnets are are like
our signups daily are going downsignificantly.
We just made a big change onthe website and we tracked it
down to.
(06:24):
It took us three days but wefigured out.
This is the change.
Brian changed it, reversed thatchange on the website and
immediately the options startedgoing back up.
Speaker 1 (06:33):
Yeah, he added a piece of code to the site that
disallowed people from beingable to right-click and steal
our images, because when youstart getting a lot of traffic,
you'll see your products pop up,places or people using your
images and literally selling asimilar product with your images
the problem is is that so?
When we disallowed the rightclick and the ability to
download the image or save theimage from the site, it also
(06:56):
disallowed people from beingable to fill out our opt-in
forms.
So all of a sudden went to.
Nothing now, if you weren'tpaying attention every day to
what's going on, or at leastmultiple times a week to what's
going on with your email list,you would have no idea until
like months later and you'vemissed all those opportunities.
Speaker 3 (07:10):
Right, and so we like .
The big warning sign was likehey, we're not getting sales for
this one product.
Speaker 1 (07:15):
Yeah.
Speaker 3 (07:15):
We're like what, and so we went in and we're like
we're also not getting anysignups, so that makes sense and
so kind of just keeping an eyeon your numbers like that helps
you catch things really fast.
Speaker 1 (07:26):
I think too, and maybe this will change people.
I like paradigm shifts becauseI think this really helps people
a lot.
Right now, I think most of usact like marketing directors,
not business owners.
Yeah, it's true, right, likewe're so focused on social media
.
We're so focused and I alwayssay this, and I know people
already think I hate socialmedia and I don't we're trying
to provide counterbalance.
Yeah, that's the only reasonwhy we speak out as ardently as
we do about social media,because we see like 99% of the
(07:48):
focus on social media and that'swhat a marketing director would
do.
That's what a social mediamanager would do.
A business owner would look atthe numbers.
Speaker 3 (07:55):
That mattered so do you think this is really weird?
Because I used to be a socialmedia manager and so the
instinct would be probably tothink that we would be very pro
social media.
And I think what people don'trealize is like, as a social
media manager and you saw thishaving a business when you
(08:15):
really get in the trenches, youunderstand what actually drives
the company, and it's not socialmedia, it just isn't.
When you start really lookingat the data and the analytics,
and that's what really was ahuge aha moment, it was a
blessing for us years and yearsago to just be like holy crap,
social media is very top offunnel.
But, what really starts drivingthings is when you start
(08:35):
changing the relationship withpeople that you find on social
media, people who find you onsearch.
Building that middle of thefunnel, bottom of the funnel, is
what makes the biggestfinancial impact, and so we love
social media, but the problemis everyone who's in your ear is
telling you to just stay top offunnel, and we talked about
this in our latest trafficbootcamp, which, if you have not
(08:56):
, please, please, please, please, sign yourself up for the next
bootcamp, and if you can'tafford to join us for that,
please check out the replay.
We're going to be selling thoseseparately, and so it's going
to be a total game changer forthe way that you think about
your actual social mediarelationships.
We tend to stay in social mediaand never move people outside
(09:17):
of that.
And that's a big problem for whymost people aren't making sales
.
Speaker 1 (09:20):
Yeah, and case in point.
So the example that I wasalluding to previously, the
person was driving 4,000 peoplea month.
There were several blogs thatwere really really relevant
content and like I think theywere getting two to 300 people a
week on each one of those.
Like high performing blogs,like five or six of those, and
we say take it from top offunnel, like, okay, you created
the blog, there's no opt-in form, there's no lead magnet
(09:43):
embedded on those forms or onthose pages whatsoever Not a
single one.
If you're converting at 20 to40% on that, with hundreds of
people every single week, you'retalking about adding
potentially thousands of peoplea month to your email list.
That's going from top of funnelto middle of funnel.
Then what we're talking aboutbottom of funnel is okay, what
do we do once they join?
Once join your email list, howdo you follow up?
(10:05):
Because the fact of the matteris this and people don't realize
.
This is why the psychology ofmarketing is so important over
80% of sales happen after thefifth follow-up.
Speaker 3 (10:13):
The fifth follow-up Not the first follow-up.
Speaker 1 (10:15):
Most people just send them their download and then
say, okay, have a good life, andthen they don't email for six
months, if ever.
Well, after a week they forgetwho you are.
You're just another person inthe inbox, right?
How could they expect you?
So it's like we're doing somuch top of funnel.
We're busting our buttscreating the reels that hit the
algorithm, stuff like that, andI get that because that's what
we see.
Yeah, that's the part that wesee.
Every day we log in, we seepeople that are doing.
(10:37):
Well.
They're you know they're.
They're the people we followare doing that right, and so
that's why I think that we haveto be very concerted in our
efforts to make sure that we areputting our attention on the
other things because when youstart focusing on the other
things.
Your viewpoint of top of funnelis completely different.
It's a healthy relationshipwith.
Top of funnel is completelydifferent.
It's a healthy relationshipwith top of funnel, right.
Then you stop looking and say,well, I don't have 10,000
followers, okay, fine, but howmany people do you really need
(10:59):
to send to your phone and make asale?
Because now you've mapped thatout.
And the last thing I want tosay is this most people, what I
think is this the reason theydon't do the middle, funnel,
bottle, funnel, they know allthese things.
The reason I think that theynecessarily just focus top of
funnel is because they're likeI'm not ready for middle,
because they're so overwhelmedabout it.
They think that they have tomaster all these things at once.
And one of our students, elisa,she's.
(11:21):
I've been telling her, forwe've we both collectively, I've
been telling her for years.
She was made for YouTube.
She has such an amazingpersonality.
She just pops on camera, shejust presents herself in such a
way.
Her backdrop is amazing.
It's the perfect product totalk about on YouTube.
We just knew she was going todo well.
Well, recently, within the lastsix or seven months, she
created a video, not multiplevideos, a video that is in the
(11:44):
thousands of views, right.
So she came to the trafficbootcamp and we're like Elisa,
this is your jammy jam.
We've been telling you.
This is your jammy jam.
We showed her what we do, whichis video on a specific topic.
Lead magnet that applies tothat specific topic into your
email list.
I think she said she's like,she's like, I can't believe how
fast my email list is growingfrom one video.
Speaker 3 (12:06):
Yeah, she posted about it in the Facebook group,
which is really exciting to see.
Just get her get actual results, like she's actually adding
people to her list every day,right, whereas before it was,
like, you know, maybe a coupletimes.
Speaker 1 (12:16):
Yeah, I don't think she was really going her email
list.
From what I can, from what Ican gather what she's told us so
she's gotten like halfwaythrough.
Speaker 3 (12:22):
Right now she's focusing on okay, how do I get
those people to actuallypurchase my products?
Right, and that's the secondpart.
I think oftentimes too.
You mentioned people beingoverwhelmed with top of funnel.
I totally agree.
There's so much that happenstop of funnel.
The problem too, I feel like,is so, for for a grand majority
of our members that's theproblem.
But there's also a subgroup ofour members who are like what
(12:43):
the heck is bottom of funnel?
Speaker 1 (12:45):
I agree.
Speaker 3 (12:46):
I have.
I've never heard about this.
Speaker 1 (12:48):
Right.
Speaker 3 (12:48):
I don't speak the lingo.
I feel like everyone is in theclub.
Speaker 1 (12:51):
Even some of our TVLC members have said that they're
like wait what's middle andbottom of funnel.
Speaker 3 (12:55):
Right, exactly.
I don't feel like I understandwhat is actually happening, and
so we're going to talk more andmore about what do those terms
actually mean in a futureepisode.
For right now, all you need toknow is that a sales process is
very simple.
It's usually three steps right.
People find you on social media, on search, wherever they
(13:16):
hopefully go to your website,sign up for your email list and
then you follow up with them viaemail and offer them to
purchase a product.
So three steps, right.
Yeah.
And so that entire process ofbuilding a business online can
be really overwhelming, becauseeach of those stages has a bunch
of steps.
Speaker 1 (13:32):
Yeah, I would say think of it this way, and I like
to equate things to thephysical world because I think
we understand, I think it'seasier for us to conceptualize,
right?
So, like, top of funnel is theadvertising to get them in your
physical store, right?
Right, let's say you have aphysical retail like a mom and
pop, you sell cookies, right,the advertising that you're
doing that's to get them in thestore.
When they're in the store andyou're talking to them about
(13:53):
whatever and you're introducingthem and this and that that's.
That's kind of the middle offunnel aspect of things.
The follow-up after the fact oranything that involves your
actual sales process is going tobe more bottom of funnel, right
?
So right now most of us arejust like advertise, advertise,
advertise, but then when theycome into our store, we're
there's nothing there rightthere's no cookies and then
there's no sales process as faras following up and be like hey,
ma'am or sir, can I help you?
(14:15):
Can I help you with the processof deciding what's the best
option for you?
Or maybe this is like what doyou prefer?
Do you like chocolate chipcookies?
Do you like this kind ofcookies?
You like this kind of cookies?
It's like we just ignored, wejust no one's there, there's no
product, we just whatever.
And it's like we have to have acomplete holistic sales system.
And that's what that is andthat's why and most people find
this out quickly you don't haveto have, you don't have to be
(14:41):
popular, you don't have to have.
And that's why Kim saysprofitability over popularity.
It just takes a few people aday to come to your site and to
buy something for you to have ahighly profitable business.
Speaker 3 (14:53):
Well, I love that.
I love that idea ofprofitability over popularity.
It's kind of become our thingthat we basically trademarked.
As you're thinking about yourprocess and your numbers and
what you should be tracking,remember that everything that we
talk about in these podcastsyou have resources for inside
(15:13):
the business launch.
So if you're having questionsabout like, okay, I get it, I
need to build up my social mediaAwesome, we have dedicated
courses for most every platformon how to grow an actual you
know, an audience on Instagramor on LinkedIn or on Pinterest
or on YouTube.
And then we're shifting into thenext stage of that.
You know, middle of the funnel,where you're starting to build
(15:36):
an email list, and so we have anentire program on how to build
an email list.
We'll link that below as wellas what to send to people with
our master email marketingcourse.
And then bottom of the funnel,as you're building your sales
processes.
That's where courses like salespages that convert and webinars
that convert and profitablesales funnels comes in.
So you have courses that alignwith all these stages.
(15:59):
But we want to help you kind ofzoom out for a little bit,
because we can get so granularthat we get overwhelmed.
Let's zoom out for a minute andtalk about, okay, what is it
that's going to help you movethe needle?
Why are numbers so importantand how can we use those numbers
to make better decisions, notjust from a marketing standpoint
, but from a business standpoint?
(16:19):
And so I think a quick exampleof that Chris could be.
So let's say they're, they'rewriting out their, their numbers
, right, and so they're like,okay.
So this is how many followers Iadded on Instagram.
This is how many websitetraffic of visitors I received.
This is how many people havejoined my email list, and maybe
that number is zero, right?
Maybe it's no one joined myemail list and that we've been
there, right?
(16:39):
That's a process.
So what are some of the thingsthat you could potentially do?
If you find that, hey, no one'scoming in on my email list, I
have identified the problem asto why I can't actually seem to
make momentum or startgenerating revenue.
Maybe I should focus, then, onbuilding my email list.
What are some of the things?
Maybe my lead magnet isn'tresonating with people.
(17:01):
Maybe I need to run a splittest.
Maybe I need to get somefeedback from my audience to see
what is it that they reallywant.
Speaker 1 (17:08):
Yeah, well, I think that's.
I'm glad you bring up thatpoint, because that's really
important, and I think that'spart of why people are just
putting out a bunch of stuff,because they're like I don't
know what's working, so I justneed to put out more stuff More,
more, more, more, more, more,more.
And then so then they getoverwhelmed, then they're
spending a lot of time and oneof the reasons you know kind of
before I kind of a prelude towhat you're talking about here
(17:30):
that is getting all this traffic.
There's five blogs that aredoing well, roughly give or take
, that are doing really, reallywell.
What are the topics that arediscussed in those five?
And then what we can do is thiswe can take that data and say
let's talk about this more onsocial media because it's
obviously resonating with people.
And then on social media we cansay I have a download for this,
(17:51):
I have a resource for this, forthese topics.
Now what you're finding isyou're using the data that you
have from your, your site, whichis the I mean, the most
relevant data you could possiblyhave.
It's the, it's the markettelling you what it wants, and
then all you're doing isamplifying that on social media,
right?
So I think that's exactly howyou go about doing it.
Speaker 3 (18:09):
Um, real quick too.
You can do the reverse as well.
Speaker 1 (18:12):
Yes.
Speaker 3 (18:13):
So, for example, if you say okay, these are five
blogs that are really resonating, Let me take that content and
strip it into shorter form andpost it on Instagram and make
reels and post stories, createTikTok videos, pins on Pinterest
.
Speaker 1 (18:29):
You might find your niche just doing that alone.
Seriously, you might find yourniche just doing that.
Speaker 3 (18:33):
So if you just want to stay in the content realm
because that's what feelscomfortable to you right now and
you're like I don't know aboutconversions, I can't deal with
that.
Yeah, totally fine, you can usethese different data points to
say what are the content ideasthat people really resonate
around.
Or you can even look at what isworking on Instagram, right,
(18:55):
let's say, and you're looking at, oh, this post got a bunch of
saves, this post got a bunch ofshares, this post got a bunch of
comments.
Maybe I should create a blogaround that topic, so it goes
both ways.
Speaker 1 (19:04):
Yeah, and something we talked about in both the
sales page bootcamp and thetraffic bootcamp.
That I would say cause I'm surea lot of people are listening
to like, but I haven't doneyears of blogs.
I don't have a video that'sgetting thousands of views a
month Like at least I didn'teither.
No, at least I didn't either.
But if you're like, but I don'teven know what that would be
Like, I don't have any data toknow what I should talk about.
And I again, this is a wholenother conversation.
(19:24):
It's a can of worms that I talkabout.
But it's the problem.
We have an inverse relationshipwith how we should be doing
things.
Your North node should alwaysbe your audience.
If you don't have an audience,how do you borrow an audience
from somebody, right?
Or how do you start with thesmallest possible audience that
you could have?
And we talked about during thetraffic boot camp your little 10
, your big 10.
We talked about in the salespage boot camp.
We talked about doing insightsurveys with your market.
(19:45):
One of our members, andrea.
She's a big Instagram guru.
She took her insight survey andbasically just built it into
Instagram stories and she gotfeedback from Instagram stories.
So it's if you don't know, ask.
It's literally that simple.
You know if you don't, and wewe do this with everything
(20:05):
Anytime.
We've started a business thatway and our first business I've
told I've told the story a lotso I won't get too much into the
nuance of the story but westarted a moving company.
We started to get some traction.
One of the story but we starteda moving company, we started to
get some traction, the one ofthe first things we did when I
decided to take it on as afull-time venture.
I went downtown in athens,georgia, because our target
market was college students, andI literally was interviewing
kids, college kids at the bar ona flip phone.
(20:25):
It looked terrible, it was sopixelated and gross, but we're
interviewing people.
Why?
Because that's our market, noone's gonna know.
I think as business owners, wethink that we have to be and
this is probably a societalthing that like we have to be
geniuses.
You know it's like the SteveJobs and the Elon Musk.
There's these brilliantentrepreneurs and I'm not
dismissing that they aren't.
But the most basic form, themost basic version of
(20:47):
entrepreneurship is identifyinga problem in the market and
finding a solution that peoplewant, a viable solution that
people want to solve their saidproblem.
What does that mean?
All we have to do is go to themarket itself, go to the people
that we aim to serve and letthat guide us.
Ask them questions.
You've experienced X problem inyour life.
What are the solutions thatyou've tried?
Were you satisfied with thosesolutions?
(21:08):
What would you want more out ofthose solutions or different
from those solutions that youreceived?
What do you feel like theproblem is?
That's not currently beingsolved?
How did you feel underserved?
Right?
Did you feel like your means,if you're a single mom, were the
problem that you haveexperienced?
The solution that exists, doesit serve you specifically as a
single mom?
Because maybe there's asolution out there, but it's not
(21:29):
catered specifically to singlemoms.
That's going to guide you morethan anything else.
Then you start taking the datathat you received and then start
testing that.
You create a lead magnet aroundthat You're talking about on
social media.
You're doing some blog contentaround that.
You're seeing how it performs.
Then you go through that sameiterative process that I talked
about before, which is okay,this seems to be performing well
.
Let's see if we can't amplifythis on social media.
Let's see if we can't createsome long form content around
(21:50):
this, like a blog or YouTubevideo, and see if we can't get
some traction there, Causehere's the thing and I think
this is I want you to take overhere, because I think you've
done this probably better thananybody that I've seen.
People think it takes a lot.
It really doesn't.
It takes one strong lead magnetthat's doing extraordinarily
well.
It takes a couple pieces offlagship content that really do
well, like long-term, long form,searchable content like a
(22:12):
YouTube video or something, andyou can literally drive leads
every single day and then startbuilding the components like
bottom of funnel around that onething because you've now built
a system that's kind of creatingleads and generating new leads
for you every single day.
And the reason I say it isbecause Kim has had some offers,
even one that's a $9 offer.
I know because I was looking ather numbers.
She's made millions of dollarsoff of a nine dollar offer that
(22:33):
performed well organically, thatthen all she did was pump ads
into it and ran it for years andmade millions of dollars off
that and built an entiremembership off of the backs of
presenting that offer and theninviting people for a trial to
to the membership, and that'swhat's crazy.
So if you would speak to that alittle bit, that'd be awesome
yeah, what would you like me toexpand upon?
I don't know.
I guess just kind of theprocess, like how did you arrive
(22:54):
at that specific offer, how didyou know that that was the
actual offer?
Speaker 3 (22:58):
Well, I didn't at first right, I didn't, and so I
started just creating content,like you explained and like
we've been talking about, andthen there's an experimentation
period.
(23:19):
When you're just getting started, you are trying all different
kinds of content ideas and justthrowing it out there to see
what sticks.
For me, one of the things thatI think that helped me the most
was long form content.
I dove into blogging andcreating YouTube videos and that
exposure allowed me to getfaster and faster.
When I say faster results, whatI mean is that, yeah, it took
six months for blogs to startgetting some traction, but once
they did, it was like immediatefeedback, whereas with social
media it takes a long time tobuild an audience that can give
(23:41):
you enough feedback on.
You know, new posts all thetime, whereas with long form
content you kind of post it onetime and then it starts building
that momentum as timeprogresses.
So what I started doing waswhen I had a service-based
business.
You know I could put out maybetwo blogs, two videos a month.
That's all I could do because Ididn't have enough time.
(24:01):
I was servicing clients, it wasa lot to deal with, and so
putting that content out therestarted helping me to build that
audience while I was working onthe service-based space.
So one of the mistakes that wesee often is people are really
busy either servicing theirclients, working a full-time job
, raising kiddos, being goodmoms and dads and it can be
(24:22):
really overwhelming.
So what I love about long-formcontent is that there isn't that
hustle game of like.
I'm having to put out new stuffon Instagram every single day
and people who find me two weeksfrom now are not going to go
back and watch that old video togive me feedback.
So I'm not really sure ofwhether that unless I keep
reposting it every week, I don'tknow if it's resonating.
(24:44):
So I don't think that socialmedia is the best at giving you
cohesive feedback all the time.
I think it's awesome once youhave an audience to get that
instant.
You know.
You can put a poll on onstories, you can ask right on a
live.
You can put out a TikTok videoasking for feedback.
You can do the same thing onYouTube.
But that is works great onceyou've established an audience.
(25:07):
It doesn't always work in the,you know, kind of initial stages
.
But kind of going back to thenumbers, because I don't want to
get too into the strategy, oneof the things that I think is
really important for all of usto start thinking about is how
much money are we actuallymaking every week?
Yeah, is it actually moving theneedle forward for us?
(25:28):
And that can be challenging,that can bring up a lot of
emotions, and I think it'ssomething that we should
definitely talk about as we wrapup.
Speaker 1 (25:36):
Yeah.
Do you think that people arespending too long on a certain
strategy because they're notpaying attention to the numbers,
or do you think that they'renot being patient enough with
the process?
Speaker 3 (25:43):
I think both.
I think that there's nobenchmark of like how long
should you, how long should youtry?
There's no parameters.
Speaker 1 (25:49):
I've never heard anybody give parameters Like,
hey, you should do YouTube forthree months consistently, and
if you're not seeing anything,then YouTube's not the right
thing for you.
Speaker 3 (25:57):
So let's put out some benchmarks right now.
Speaker 1 (26:00):
Long-form content you should be at it at least for
two years before you're likethis isn't working and you
should see some and that's likeonce a week or once every other
week.
Once a week.
Speaker 3 (26:10):
I think once a week, at the least twice a month, but
ideally once a week.
And when I'm talking about longform, we're talking about
YouTube, we're talking aboutblogs and we're talking about
podcasts.
Russell Brunson would tell youfive years.
He would say you need to do itfor five years, and if in five
years it doesn't work out, thenshifts strategies.
I think that's a little toolong there should be in between
(26:31):
some clues, but even you, like,you've been doing youtube for
two years and you're just nowbeing like oh my gosh, my videos
are.
Speaker 1 (26:36):
But I'll say this, though, but I'll say this though
, there were signs along the way, yes that it was working
exactly me what I mean by that.
So I'm probably better casestudying this, because you're so
far along.
You're 10 years into youtube.
I'm only like two, two and ahalf years into youtube.
Um, within six months, I wasdriving, I think, probably twice
as much traffic to my websiteas I was from my instagram, and
(26:57):
that and my instagram had likefive to six thousand subscribers
or followers.
Rather, I'd been there for sometime.
So youtube, within a very shortperiod of time, was already
exceeding the amount of trafficthat I was driving.
Why do I care about that?
Because traffic matters to memore.
That's the.
That is a number that meanssomething to me.
That means people coming intomy cookie shop.
Remember, that is a number thatmeans something to me.
That means people coming intomy cookie shop.
Remember, like, that's whatthat is.
(27:18):
So if people are coming into mystore, I have a chance to sell
them something.
If people are seeing myadvertising and they're like, oh
, that's a cool ad, but they'renot coming in my store, then
that's not as important to me aspeople coming into my
storefront, right?
So that's how I tend to try tolook at it, and it changed the
game for me a lot.
So that was an indicationwithin six months, even though
my views were tiny and I think Ishowed people this in one of
the workshops or coaching callsthat we had.
(27:39):
But I showed that like and Iknow it resonated because people
were like, oh my gosh, thatreally like changed my
perspective.
I only have 2,000 subscribers,I don't have a large channel,
but you'd be surprised I'vedriven like.
I drive like 10,000 views amonth off of the 2,000
subscribers A tiny channel.
Speaker 3 (27:55):
A tiny channel.
Speaker 1 (27:56):
But also the amount of traffic that I drive.
It's my number one driver oftraffic, more than my podcast,
more than any social mediaplatform.
It drives traffic.
And now I've doubled down onre-optimizing videos and
including lead magnets and thenalso teasing the lead magnet at
the end of the video and thathas just exploded like 5x my
email list growth just doingthat one thing alone.
So you find something that'sworking.
(28:19):
You look at the metrics.
What is a win for this season?
A win for me was am I drivingtraffic?
Then it was can I convert thattraffic?
What is going to convert thattraffic?
Then it was how do I doubledown and optimize?
And that was the entire process.
And now I'm like I'm in, now I,now I know I can scale that
because I found out what'sworking there.
Speaker 3 (28:39):
So I feel like you have to take it iteratively and
have benchmarks for each seasonof that process.
Yeah, I agree, and I think thata really good resource for this
would be to go through thesuccess path and in each of the
stages there's a section thattalks to you about, like, what's
going to come up in this season, and when we we talk about that
, we're talking about theemotional aspect.
Speaker 1 (28:54):
Yeah.
Speaker 3 (28:54):
Because, for you, there were many times where you
came to me and you're like thisisn't working.
Speaker 1 (28:58):
No, my video had 43 views and I sunk my heart and
soul into it and it's like thisis crazy, this isn't working.
Speaker 3 (29:02):
Right, you're like you know we're investing in a
full-time editor and like I'mjust frustrated, this isn't
working.
Your podcast took off reallyfast, and so it definitely was a
big difference there, and therewas a lot of times when I could
tell you were very discouraged.
But, um, I think that knowingwhat to expect with each of them
(29:25):
makes it easier and knowingthat, hey, it's normal to feel
discouraged, it's normal to lookat your numbers and have a
reaction.
We had one of our coachingclients in tblc the other day.
Um, she was like guys, I'm likesobbing, I'm crying right now
because it's so hard to look atmy numbers and be I feel
disappointed that I'm notfurther along there's always so
(29:45):
much resistance.
Speaker 1 (29:46):
When we say your numbers, it's like, okay, give
me a few weeks, I gotta makethem perfect, I gotta like this
and you can tell it's theyhaven't looked at them and they
don't know.
Because there's such aresistance to it?
Speaker 3 (29:54):
But I think there's a vulnerability that it's like I
feel seen and I feel vulnerablebecause, like this isn't a
representation of our hard work,or there's a worry that we're
going to judge you and we'regoing to make you feel like, oh,
you should be so much furtheralong than you are and that's
(30:15):
not the reality.
The exercise is really meant tobe a good light on where we're
at right now.
It's just taking inventory ofwhere are we at right now, so
that then we can really buildmomentum on the back end.
We can't know on the map rightwhere we're going and how far
it's going to be to get there ifwe're not sure where we're at
right now.
So as you look at your numbers,as you use this spreadsheet, I
(30:37):
want you to have a ton ofempathy towards yourself.
I don't want you to bejudgmental because unfortunately
, that's not useful.
It just isn't.
It's not going to help you growfaster.
You're only going to startbeating yourself up for no
reason because, by the way, youhave no idea what stage of
business you're in and whetherit's normal to have those
numbers.
So we love giving you feedback,we love giving you benchmarks
(30:59):
for each individual stage inbusiness, but, for example, if
you're in the hustle stage, wewant to see you have a goal of
reaching your first 5,000 to10,000 subscribers on your email
list.
Speaker 1 (31:09):
That is the goal.
Speaker 3 (31:10):
That is the goal and those benchmarks are in the
success path.
So it's normal to have anemotional response to your
numbers.
We just don't want you tounpack and live there, because
that's just not helpful.
Right.
And so we wanted to kind ofclose with that idea of like hey
, it's okay to be frustrated byyour numbers we're often
frustrated by our numbers butwe've built up the resilience to
(31:31):
say, no, actually numbers areempowering to us.
Because then we're like okay,we're not where we want to be
financially, but look at howmany people we're adding to the
email list.
Like the client you weretalking about, it was like she's
feeling super discouraged, butyou're like, you're so close,
look at how many people you'redriving on this other side of
your business.
Speaker 1 (31:49):
Yeah, it's like doing all the homework and doing all
the tests and not looking at thereport card.
Speaker 3 (31:52):
Yeah, exactly.
Speaker 1 (31:53):
We got to look at the report cards, baby.
We got to know what's going on.
The report cards are your emaillist and how much money you're
making Exactly, and I feel likewe're ignoring that part.
But we're doing all the workand the problem is if you don't
start seeing that progress,that's when moving forward and
(32:14):
growing our businesses.
Speaker 3 (32:16):
And oftentimes I feel like when we see y'all's
numbers, we did this for a TBLC,the beta that we launched.
We had everyone send us theirnumbers and oftentimes there was
this disappointment and this,like you know, heavy feeling and
we looked at the numbers werelike what are you talking about?
This actually is totally inrange.
This is normal for the stage ofbusiness you're in.
You're actually doing way betterin this area that you didn't
(32:36):
even think about, and so there'salways those happy surprises,
too, of like wait, I actuallyI'm actually moving forward.
Speaker 1 (32:43):
I just didn't realize that I was moving forward.
Yeah, no, I totally agree.
We see that often where it'ssomebody has a mole and they
turn into Mount Everest.
Speaker 3 (32:48):
It's not that big of a deal.
Speaker 1 (32:50):
in fact, I think sometimes you look and we say,
okay, we need to x, y and z, andthen they're like oh, oh yeah,
I can do that and then they feelempowered, right, right.
So I I totally agree this needsto be the focus, and I'm
actually glad that this becameour second episode, you know, in
the tbl insider podcast,because it is the foundation of
of, I think, our orthodoxy, whatwe teach, preach and teach.
Speaker 3 (33:09):
Yeah, you know it's like profitability.
Speaker 1 (33:11):
Not everybody is going to break through and
become an influencer and I'mgoing to tell you right now we
have people like thoseinfluencer types that have come
to us that we've talked to, thatthey're barely making their
bills their numbers.
They're not making money andthen we have people that are
very niche and they don't have alarge audience.
They don't have a largecommunity and it's doable for
most people to get to wherethey're at, but they've built
good systems and processes.
They focus on the right numbers.
They're at, but they've builtgood systems and processes.
(33:31):
They focus on the right numbers, they're doing the right things
and have a very healthy andthriving business.
That's achievable for like 99%of people that's achievable.
So that needs to be thebenchmark.
We don't want to rely on thealgorithms, to the algorithm
gods to show us favor.
We want to do things that weknow give us and set ourselves
up for the best chances atsuccess, and that's why I feel
like our students here aregetting results.
(33:52):
That's why people say I feellike in this community, that I
can, in this membership, that Ican succeed Absolutely Right,
and that, to me, is such a coolthing that we're working on and
I think, if we can you know, ageinformation is great Right, and
unfortunately, we kind of werebefore.
Social media is what it wastoday in terms of when we
started a business.
In the first business, therewas none of these fancy tools
(34:18):
and gadgets and gizmos andalgorithms.
They just didn't exist and itjust gave us a good foundation
of things that actually worktimeless principles, and so
that's what we're trying toteach, that's what we're trying
to help people do here, and Ilove I get really passionate
about it because I love to seepeople being able to win and
realizing it's not as hard asthey've been making it.
Speaker 3 (34:27):
In the meantime, would you let us know if you
enjoyed this episode?
If you're listening to thepodcast, text us.
Did you know we have fan mailnow?
It's so awesome.
You, literally, just on yourfavorite podcast player, look
for that little highlight linkat the beginning of the episode
description that says text me aquestion.
Was it helpful?
Did you have questions thatyou'd like for us to go into
(34:50):
deeper in the next episodes?
This is all about the community.
It's all about you.
We're doing it for you guys,and so we'd love to hear your
feedback.
But until then, thank you somuch for watching Chris.
Anything else you would like tosay?
Speaker 1 (35:02):
Un beso.
Speaker 3 (35:04):
Un beso Bye for now.
And we'll see you soon.
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