Start Marketing The Right Way in 30 Minutes

A great marketing strategy starts with a baseline.

In this article, I'm going to show you how to start marketing the right way using a marketing baseline.

But first, what is a baseline?

Primarily used for comparison purposes.

Most Entrepreneurs skip this step for two reasons:

1. It's a foreign concept.

2. They are too excited to begin marketing.

80% of my clients have never gone through this process. I require it because:

1. It's the easiest way for me to prove my worth.

2. If they don't know what to improve, then they won't know what's been improved.

Self love hack: If your love language is affirmation, this is the best way to get consistent positive feedback on your efforts.

Here's how to perform a baseline and start marketing the right way.

Find KPIs

First, you need to figure out what success means to you.

There's no one-size-fits-all approach to this. But here are some common KPIs I see:

1. Bookings.

2. Higher RevPAR.

3. Email submissions.

Now, you need to translate what you want into technical terms and find these metrics in Google Analytics.

Use this ChatGPT prompt to make it easy:

hey chat. im trying to translate my business goals into KPIs that I can find on Google Analytics. Can you take my definition of success and translate it into a KPI by giving me the technical event name? Here are my success measurements:

1. More bookings
2. More website visits
3. More phone calls

Please include a quick guide on how they can be set up or are set up

Here's how it should look for you.

Remember to replace my KPIs with yours. View the full prompt here.

Chat should also include a guide on how to find these metrics in Google Analytics.

It can be a complicated platform and I don't want you to waste time being confused and angry 😡.

Once you find these metrics, save them in a spreadsheet for later.

Find The Micro KPIs

Within each main KPI there are micro KPIs that act like waypoints to a pilot.

Before a guest completes a desired action, there are certain things they do to get there.

Let's use an example from a client I have right now.

This business is a property management company. They want more homes to manage.

KPI: Appointments

Before someone books an appointment, they do other things like:

1. Visit the website.

2. Become a lead.

3. Look at the “current clients” portfolio.

These are micro KPIs. Put these in a spreadsheet as well.

Here's what I see:

1. 107 website visits gets them 10 leads.

2. 10 leads gets them 6 appointments.

3. 6 appointments gets them 1 new client.

Now that I understand how my micro KPIs translate to my main KPI, there's only one thing left to do.

Create The Strategy

This client actually does pretty well without any added marketing.

For every 107 people that visit the website, 6 appointments get booked and 1 new client gets onboarded.

The best way to get more clients?

Get more people to the website.

And that's what the current strategy is focused on.

See how this works?

1. Identifying what success means to you,

2. Translating it to digital marketing terms,

3. and working backwards,

Completely eliminates the guesswork from marketing. The numbers tell you what to focus on.

Which is the best way to start marketing.

That's all for today. I'll see you in the next article.