Hello everyone. Daniel Turner here, and welcome to marketing metrics. In this lesson, we'll only be covering the metrics that matter, not all of them. But you need to understand certain metrics of your funnel and analyze them as it's gonna guide your strategic decision making. And these decisions are what will get you more clients to scale your AI service. Now these metrics are aligned with what you've learned in a previous lesson on the marketing funnel because they go hand in hand. So let's cover them. for marketing metrics, we're gonna cover what to track, why it matters, and how to improve it. So in terms of your top of funnel, the goal here, as we know, is to maximize attention. So the first metric you wanna keep an eye on is your number of impressions. Now what this is is a number of times your content or creatives have been viewed. Now why this is important is because awareness without exposure is impossible. Right? So this is your visibility baseline. And how you improve the number of impressions that you're getting is either by increasing the frequency of your content or improving the quality of your content. But ideally, you do both. Alright? Now if you don't ads, then you just increase the spend. Now the second metric is your engagement. This is your likes, comments, shares, saves, and reposts. Now why this is important is because it signals value and alignment. This tells you how much your audience resonates with your content. Now how you improve your engagement is engagement is data on content quality. Right? So you wanna analyze your top pieces of content, and you wanna learn from good and bad performers. Now the next metric here is your click through rate. Now this is the percentage of people who click a link after seeing your ad creatives or email. Now why it's important is because it signals resonance between your offer and your audience. And how you improve your click through rate is by having a stronger offer and persuasion with your copywriting, which we're gonna be covering in module two and and module three. Now the last metric here you wanna keep an eye on is your open rate. And this is a percentage of subscribers who open your email. Now why this is important is because the more prospects that open your email, the more prospects see your offer. And the more prospects that see your offer, the more potential clients you get. Right? Now how you improve your open rate is with curiosity, AB testing subject lines for email, and testing different hooks and creatives for ads. So in terms of your top of funnel, your awareness, these are the core four metrics you want to keep an eye on. Alright? Because the goal here is just to maximise attention. You can either pay for it or you can put out free content. Now in terms of the middle of the funnel, the goal here is to persuade prospects to take action. It's the bridge between the attention and the action. Right? So the first metric here is your number of website visitors. Now what this is is the number of unique people who land on your website or landing page. Now why it's important is because no traffic means no bookings and no bookings means no business. Right? Now how you improve the number of website visitors you're getting is by improving your top of funnel. Right? Because this feeds into this. The next metric is your time spent on the website. Now what this is is the average time a visitor spends on your website landing page. Pretty basic, right? Now in terms of why this is important is because this metric signals intent. If the average time spent is ten seconds or less, you've got a problem that you need to fix. And how you fix that is with the CRO and persuasion. So module four and module three that we're gonna be going over. Now the third metric here is your response rate. Now this is to do with your outreach. Okay? This is a percentage of prospects who reply to your outreach message. Now why this is important is because no response means no booking. No booking means no business. So this signals how aligned your outreach is with your prospect's state of awareness. K? So how you improve your response rate is by aligning your outreach message, your first message you sent to prospects, to this state of awareness and adding personalization. So I actually wanna talk about this because you're gonna hear me say this a few times, especially in the lead generation modules. The thought that you have to send hundreds of hundreds of cold emails or cold, messages each day in order to potentially get a booking where you're only getting a one to two percent booking rate is garbage. The issue there is that you are not aligned with your prospect's state of awareness. That's why the booking percentage is so low. Now what I'm gonna teach is gonna get you a eight to ten to twelve percent booking rate because we know that we need to align with our prospect's state of awareness. The problem is if you're sending cold emails, for example, if you're sending two hundred a day of your offer to prospects who are completely unaware of you, they're completely unaware of AI services, their problem, of course the booking percentage is only one percent. Okay? Like if you ask a lot of these outreach coaches, these outreach experts, and you say, well it's a prospect aligned with a set of awareness. I go, What's that? And that's why the lead generation is the twenty percent the tip of the iceberg and the marketing is the eighty. And that's why we're talking about the prospect state of awareness in lesson two. Because by aligning with your prospect state of awareness, you take the response rate from five percent to forty percent. So then your booking percentage all just goes up. Up. Alright? Now we're also gonna be doubling down there with what we've learned in the offer creation as well as the copywriting, but the point I'm making here is that it's not gonna you do not need to send hundreds of messages and hundreds of emails to get potentially one booking each day. That's nonsense. Okay? What I'm gonna teach you is gonna get eight to ten to twelve percent booking rate. So I did want to address that. And then we've got the bottom of the funnel, and the goal here is to get prospects to take a desired action. There's only one metric that matters, and that's your conversion rate. And this is the percentage of website visitors that take the desired action, whether that's sign up, book, buy. Now why this is important is because it's a money metric. Right? No conversions, no business. And how you improve it is by focusing on improving your offer, persuasion, CRO, all of the above, basically. And you cut friction and you ensure alignment. You ensure that the content that you're posting to bring people into your landing page is your actual ICP. Right? And then from there, they're gonna take action. So that's how this whole funnel works. Alright? Now something I wanna talk about here is a component problem is not a vehicle problem. Now what I mean there is if you have a car and it's not moving because the spark plug is broken, you're just gonna fix the spark plug. You're not gonna get rid of the whole car. It doesn't mean that the whole car is a problem. So if you're putting out content, for example, and you're getting a really good number of impressions and you're getting really good engagement, you're getting a lots lot of website visitors, but you're not getting any bookings, well, then you just need to improve the land the call to action, the bottom of the funnel, your landing page. You just need to fix that and then you're good. Okay? Now on the flip side of that, if you have a really strong conversion rate on your landing page, like a ten percent, which is what I'm gonna teach you with how to get there, but you're not getting enough bookings, well, then you need to have a look. Maybe you're not getting enough impressions, maybe you're not getting enough people coming to your landing page, and that's from your content. Right? So what you need to do is that you need to increase your network and send more connection requests if it's LinkedIn or post more content or post better quality content. Okay? So a component problem doesn't mean a vehicle problem. You just need to fix that one thing. It's gonna unlock this entire funnel, and it's all gonna flow down. Okay? So if you're working really hard, if you're putting out a lot of content, or if you're running ads, or if you're doing email, and you're getting a lot of traffic and you're not converting, you need to look at these metrics. You need to look at all these metrics and identify where the bottleneck is. That is the point of looking at these metrics. That is why it's gonna guide your decision making to get more bookings and clients because you're able to sit there and analyze the chessboard and go, okay, I'm putting out a lot of content, I'm getting really good traffic, but I'm not getting any bookings, so the landing page is a problem. Now what's the problem with the landing page? Okay, it's the middle of the funnel problem because the time spent on the website is only five seconds. Maybe it's bugged. Maybe the offer is not good. Okay? So you just need to change that one thing, and then the vehicle will start and it'll go. So that's the point I'm making here. So by understanding these metrics, you can effectively analyze the performance of your entire marketing funnel from the attention to action. And this allows you to understand what's working, to fix what's not, and double down on what moves the needle. So you need to analyze and use these metrics to guide your strategic decisions to get more bookings and clients. Okay? It's really, really important. If you're running ads and you're spending a lot of money on ads, but you're not getting any bookings, you need to look at the numbers and you need to look and go, okay. I have a conversion rate problem. Let me change my landing page. Now what's wrong with my landing page? It might be the load speed. You fix the load speed. Boom. Just like that. So just remember, do not get yourself down. You need to look at the numbers and acknowledge that a component you have a component problem, not a vehicle problem. K? So I think you get the point. So up next, we've got the offer creation module. I'm incredibly excited to be going through that with you, and I really enjoyed going through this marketing foundations module with you. So I'll see you on the next one.