Metrics are a topic that business owners often either completely avoid or become totally obsessed with…
We often talk about the pressure of analytics, and I know how overwhelming it can feel to stare at numbers that don't seem to be moving fast enough. But what if we stopped looking for validation and started looking for lessons?
In this episode of the Talk podcast, I’m sharing why we need to stop asking "Are my numbers good enough?" and start asking "What are my numbers trying to teach me?"
Metrics are simply feedback, your audience's way of having a conversation with you even when they haven't sent a message. Every click, share, email open, and saved post is a clue you can use to fuel your next marketing campaign.
Stop Looking for Validation & Get Curious
One of the biggest mistakes after opening your analytics is looking for immediate validation, asking if enough people liked or watched a piece of content. Curiosity is one of the greatest marketing skills you can develop.
- Shift from Judgment to Learning: Instead of saying "Only 20 people commented," ask "What made those 20 people stop scrolling?"
- Focus on the Spark: If 35% of your list opened an email, ask "What headline or topic made 35% of my audience stop what they were doing and open it?"
Look Backward to Move Forward
Instead of constantly stressing over "What should I create next?", look back at your stats from the last few months. Your audience has already given you the answer:
- Podcast & Video Analytics: Which episodes continue to get listened to or downloaded months later?
- Blog Traffic: Which articles consistently attract traffic? (I have a blog post written almost five years ago that still brings us consistent monthly traffic!)
- Social Engagement: Which posts generated real conversations or saves rather than just superficial likes?
- Inbox & Events: Which questions keep popping up in your inbox, and which workshop topics fill up the fastest?
These aren't random wins. They are clear patterns showing what your audience deeply values.
Review Trends, Not Isolated Numbers
Business owners frequently make rash decisions based on a single data point, deciding reels don't work because one didn't perform, or that email marketing fails because of one low open rate.
One number never tells the whole story. The timing might have been off, the headline unclear, or the message didn't quite connect at that moment. Marketing is rarely about one piece of content working or failing, but about recognising patterns over time.
Don't Ignore the "Quiet Metrics"
Some of your most valuable metrics don't sit inside a dashboard. Pay attention to:
- Client questions during sales calls
- Comments made after a live workshop
- Word-of-mouth referrals
- Emails that begin with "I've been following you for ages..."
These quiet metrics tell you that trust is building, familiarity is growing, and your message is landing.
Key Takeaway
When you find a topic that repeatedly gets traffic, saves, and questions across different channels, that isn't just a post idea, but that is your next campaign. Build a Campaign Tree around that central message, letting your podcasts, blogs, emails, social posts, and workshops branch off from a single idea backed by evidence rather than guesswork.
My Practical Challenge For You
Spend 30 minutes this week being a "marketing detective":
- Open your website, podcast, email, and social analytics.
- Identify topics or questions that appear more than once.
- Ask yourself: "If I had to build one campaign around what my audience is already telling me they care about, what would that campaign be?"
Enjoyed this episode? I’d love to know what pattern or topic your metrics revealed this week! Let me know in the comments. Remember, in business, sharing is caring. If this episode helped change how you view your numbers, please pass it along to another business owner!
Highlights
- 00:00 Metrics Mindset Shift
- 01:31 Stop Seeking Validation
- 02:24 Find What Works
- 03:33 Patterns Over Numbers
- 04:14 Audience Led Campaigns
- 04:55 Build The Campaign Tree
- 05:37 Track Quiet Metrics
- 06:21 30 Minute Detective Exercise
My Resources to Support Your Journey
Grab a copy of my book to learn how to build campaign trees that turn audience feedback into sustainable growth.
Want to look at your analytics together and build a campaign tree based on your real data? Book a 1:1 strategy session with me.