- June 28, 2018 -
For over 30 years, I've had a saltwater fish tank.
Yeah, I know that freshwater aquariums are less expensive and much easier to maintain.
Freshwater creatures are more hardy and more forgiving.
But OMG...the vibrant colors of the fish and the fascinating coral and live rock of saltwater aquariums are breathtaking!
It's like a living, breathing work of art that is constantly changing.
Looking at it lowers my blood pressure. Same effect as sitting by a fire, staring at the flames.
A ton of work, but I actually enjoy the challenge of keeping everybody in the tank happy and healthy.
...regularly testing the water for the right mineral balance, especially the alkalinity.
...getting rid of excess algae.
...cleaning and replacing the different filters, cleaning the glass.
...constantly checking water temp, aerators, siphon tubes.
...removing or treating fish or coral that aren't responding well.
Always checking for signs that something is slightly OFF.
There are a handful of metrics that I can look at and know right away if the tank is healthy.
And it's the same with your business.
They're called KPI's...Key Performance Indicators.
And you only need to keep a pulse on a handful to check the overall health of you business.
I'm not talking about the ones that you can easily find by googling "What are the top marketing KPI's?" like CPA, CPL, CV, CLV and all the other acronyms that make my head hurt.
I'm talking about the common sense, no b.s., bottom line, forget the rest indicators:
+ Is your list growing? Number of new leads the past week, month, year.
+ Is your list engaged? Average number of email clicks (opens aren't conclusive), email replies, phone calls, videos viewed, purchases from promotions.
+ Are you selling more stuff? Number of first time buyers, repeat buyers.
+ If your list isn't growing, it's one of two problems: 1) your lead gen efforts need to be tweaked or 2) your offer needs to be tweaked.
+ If your list isn't engaged, it's one of two problems: 1) your copy needs tweaking (boring, irrelevant, frequency issues) or 2) your call-to-action needs tweaking.
+ If you aren't selling more stuff, it's one of three problems: 1) your core offer sales page needs tweaking 2) you aren't asking for the sale or 3) a disease called "Once-and-Done" has infected your customer database.
If ignored, that disease can be a kiss of death.
Afflicted with Once-and-done-itis? Get the prescription for treatment.
Talk soon,
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