You’ve created a StoryBrand Website, but it can be difficult to know whether the content you’re putting out there is working. The point is to get more customers and clients, so, how do you know if your StoryBrand Website is working? Here are the 5 numbers for tracking.
5 Numbers For Tracking StoryBrand Website
- Website Visitors
- Scheduled Calls
- Email Opt-Ins
- New Clients
- Non-Revenue Producing Time
Each of these are important areas to track in order to track the effectiveness of the content you’re putting out there. Examining them will help you determine the areas where you need to spend more or less time.
Let’s dive into each one more in detail.
Website Visitors
The first and most important is to know your numbers for Website Visitors. Where did the traffic come from? Which pages did they land on? When you log onto Google Analytics you’ll see that the main overview chart tracks 5 categories of traffic.
Direct Traffic
This is better known as a Brand Search. This means they know who you are and they typed in your business name specifically on Google in order to find more information about you. Whether it be information on address, map, hours, etc. This is part of the reason why it’s important to have an up-to-date and accurate business listing on Google. The more information someone can find on your business, the better.
Organic Traffic
This type of search is when people type in searches related to your business in order to find you. This is SEO (Search Engine Optimization) work. If you are a financial consultant and someone types in wealth management then you show up for it. Or, it could be, they found a blog you wrote answering a question they typed in Google. Accuracy of up-to-date information is also very important for this type of search.
While Local SEO matters for service and brick-and-mortar type businesses, meaning, there will be a specific radius involved in the search result, this will not necessarily be as important for businesses and services that don’t require an in-person presence. Of course, we’re now living in a more ‘remote’ world, so many services and businesses are able to pivot to an online presence in order to serve their customers.
Social Traffic
There’s no point in planning your content calendar for social media posts and executing your plan if you don’t know the kind of results you’re getting. This is a nice tool to see if all the work you are doing on Instagram to drive traffic to your website is working. Or, it can inform you on whether if it would be better to spend more time on another platform. It’s entirely possible you could be spending time on a platform that isn’t bringing you maximum results for your effort. We don’t have to tell you this is not ideal. So, understanding which platforms will benefit your specific business is key.
Referral Traffic
This is when another website promotes you by putting your website URL on their website. This is a great reason to network and build genuine relationships with other businesses and their owners and staff. It will benefit you to think of and make a list of businesses that are somehow related to your business or product. This can be a bit unnerving for business owners. We understand. But, there is plenty of business to go around and the more you network with other business owners, the more likely you will be to find ‘your tribe’ of customers.
When other business owners know you and trust you, they will be more apt to send people your way. This is especially true if they feel you are better able to help that particular customer or client. It will never hurt to reach out and ask people if they’d mind partnering with you in this way. Try it!
Paid Traffic
We believe all local businesses should be doing paid traffic after you launch your StoryBrand website. Once your StoryBrand is complete, you’ll be in a much better position to target your primary demographic. When you’re positioned properly, the results you see will almost feel effortless. Just imagine being suddenly (and seemingly effortlessly), flooded with new and ideal customers. What will you be able to do with all this new business coming your way?
If you aren’t sure if Google Analytics is on your website, Schedule a call on our website and I’ll check it out for you.
Scheduled Calls
The second area of numbers you need to track is Scheduled Calls. We use a paid Calendly account. The ‘schedule a call’ link I just posted above is from Calendly. Since we have two websites, I have 2 different 15-minute schedule call links so I know which website they came from. Calendly does have a free option as well, so be sure to look into all the options available and use the one that will best fit your needs.
Email Opt-Ins
Third, track your Email Opt-Ins for each of your free offers. If you don’t have a Lead-Generating PDF connected to a 6 email sales campaign like Marketing Made Simple suggests, this is the next thing to hire a StoryBrand Guide or coach to help you with. All local businesses and service-based businesses should be doing email marketing.
You want people to remember you and to reach out when they need something you have. Email marketing in StoryBrand form will guarantee that they remember you when that something you have to offer. Humans remember stories. We are hard-wired to communicate via story. When you attach a story to your brand, it automatically triggers memory and purpose, thereby keeping you right at the forefront of your customer’s mind.
If you are already doing this, leave me a comment with your lead generator link or the name of it. We’d love to see what you’re up to!
New Clients
Fourth, track New Clients. Robert and I do a weekly financial meeting on Fridays. My favorite part of this meeting is seeing the number of recurring monthly revenue. It shows me if all my marketing efforts are working. Knowing how many new clients you’re acquiring on a regular basis will help you to make further decisions about the direction in which you’d like to head.
It will help you make projections and better estimate what you’ll need to focus on as you move in that direction.
If you are still reading this, I know you are committed to growing your business. You want your StoryBrand Website to work so that you can pay off debt from 2020, save up to go on a European vacation, or open a new location. These are all worthwhile goals!
Comment below on what your dream is when you hit your next financial goal. We’re curious!
It could be a 1-year or 6-month goal.
We believe in you. If you keep making progress and you track your numbers correctly you’ll be able to gauge if your marketing and website are working. If it isn’t then you need to get help with a new website strategy.
That could mean hiring a different StoryBrand coach to redo your website again. I know it’s discouraging and annoying but sometimes you find you’ve hired the wrong person. We’ve made mistakes like that. The most important thing you can do in this situation is to identify that fact and move forward with a new person and strategy. You’ll get back on track!
See more about StoryBrand here. We’d love to help you build your StoryBrand Website.
Non-Revenue Producing Time
Last, but certainly not least, track your Non-Revenue Producing Time. Where you spend your time shows you what’s most important. It will also help you identify where you need to spend less time or more time. You may be thinking going through Marketing Made Simple or writing new website pages aren’t Non-Revenue Producing, but they are. Think about where and when people purchase your products or services. Most service-based businesses sell their package during a free consultation, on a call, or during a first-time appointment.
Advanced online marketers have sales pages, do sales webinars, or live launch Facebook challenges.
Here’s a good rule of thumb that we’ve found to be helpful. Try to make it a goal to do 2 hours a day of Revenue Producing activities. Then for the other 6 hours of your workday do those Non-Revenue Producing activities.
To understand this more, you first have to identify the difference between activities that have a direct relationship to revenue versus those that have an indirect relationship.
The most simple way to tell the difference is this: An activity that has a direct relationship to revenue means you’ll be speaking directly with one or more other persons. Whether it’s in-person, via phone, or online, you are engaging face-to-face with other human beings which could lead to a potential sale. It’s important to remember that these activities must end with a pitch or offer. Otherwise, you’re wasting your time and theirs.
Two examples of an activity with an indirect relationship to revenue would be: improving your website, and working on social media posts. Though these activities have value, they don’t have the potential to immediately convert to a sale.
I go into this in detail in my lead generator “You’re Losing Money by Not Doing These 3 Daily Activities”. I give lots of examples on the checklist so you can get a clear picture of where you spend your time and how you can shift to be more productive in making more money. Click the link in the description.