Stop Obsessing Over Engagement: Here's What To Track Instead

11 Things To Focus On Instead of Engagement

The people engaging with your content aren't necessarily the ones who are going to buy. Many of the folks who have bought my programs NEVER engaged with my content. This is true of folks in my Funnel Forensics community, those who signed up for my dragon boat summit, and even entrepreneurs who have bought my copywriting courses.

And even though I know it happens, it surprises the hell out of me every single time. I hear a ka-ching or I see a sale come through and I may not even recognize the name! Am I any less pleased? Hell no, I'm elated!

So, if you shouldn't obsess over engagement metrics (likes, comments, and conversation threads), what SHOULD you obsess over?

1️⃣ A validated offer—are you selling people something they actually WANT? Or did you build something and then try to sell it? (Also there is a huge difference between what people need and what they want. Make sure you understand what that is.)

2️⃣ A clear message—do people know WHAT you are selling? You're so close to your offer, you know exactly what it is, but your people need you to be really clear. A confused audience doesn't buy. An audience with too many choices doesn't buy. An audience that has to use think their way through your sales page doesn't buy.

Many of us also fall into the trap of trying to be clever. We use puns, metaphors, alliteration and all sorts of other literary devices to make ourselves feel good. But they just confuse our readers. Clear beats clever every single time. (Note: that does not mean boring. It just means crystal freakin' clear. Clarity can be fun as hell and we go into that inside Funnel Forensics in detail.)

3️⃣ A consistent message—are you saying the same thing everywhere? Or are you pitching lemonade in one spot, beet juice somewhere else, and iced tea somewhere else? What do people say about you when you're not in the room? How are they referring you? Are they saying 'you need to talk to the client attraction QUEEN!' or are they sending your ideal client to a Google instead?

Fun fact, I just saw a post by Gary Vee this week, responding to people moaning about "the algorithm" and how "the algorithm is fucked and I get no reach." His response? YOU ARE THE ALGORITHM. What YOU do and what YOU post and what YOU engage with is key. How's that for a mind bend?

4️⃣ One simple, clear path—YouTube > Skool > VIP tier. Or LinkedIn > Discovery Call > Paid Service. Or IG > Landing Page > Lead Magnet > Email Pitch. Doesn't matter what path it is, it just needs to be simple and clear. Start with one, get it watertight and working, then add another if it makes sense to. Don't do what I did and build many half-assed paths to nowhere. Niching and simplicity WORKS. It's honestly insane how well it works.

5️⃣ Ads. I once had a biz coach who said "don't run ads until you've made $100K in sales." It took me years to realize this is crap advice. While it's true that you need to validate your offer (see #1) before you try to sell someting, validating your offer and slogging through years of organic marketing first is not going to do anything for your bank account or mental health. Ads can't help you if you have a shitty offer, but they can help you get it in front of the right eyeballs and validate your messaging.

6️⃣ The work. Every damn day. Not when you have a minute. Not when you feel like it. Every day. First thing in the day. When you have the energy to focus on it. Not at the end of your day when you can barely keep your eyes open or when all you can do is turn to AI to write some shitty posts for you.

Here's a visual that works for me. Imagine you have a brick and mortar shop. You've posted opening hours on the door. So you need to show up before opening time to turn on the lights, make sure the place hasn't been ransacked overnight, make sure you have all the sales and specials signs ready and in the right places. Put the "come on in" sandwich board out, hang the "OPEN" flag, and make sure you have cash in the till and WiFi for epayments. Once THAT is done, you can do other things in between customers. Or until one of your employees shows up for their shift. Your business is your shop. If you don't open up shop or make it inviting to customers you take nothing home (or to the night drop at the bank). At that point you don't have a business. You have a very expensive hobby and a volunteer gig.

7️⃣ Three to-dos on your task list every day. Not 17, just 3. I learned this from Sandra Yancey: 1) Something that makes your cash register ding; 2) something that moves the needle forward in your business; and 3) something that moves you closer to a looming deadline. You get to choose what those 3 things are every morning. And you don't go to bed until they're done. It only takes a few late nights to teach you to do them early in the day 🤣

8️⃣ Practicing gratitude. To your support system, to the universe, to yourself. Tell people what their support means to you. Pay it forward and support others, just for the hell of it. That pain in the ass client you have - thank the universe for sending you a paying client and THIS one in particular so that you could set better boundaries for the next time. That godawful webinar you can't get out of because you're one of only 3 people on the Zoom and it's your best friend's sister giving it? Take notes on what exactly is not working, and make sure you never do those things on YOUR next webinar. Find something to be grateful for in everything. It will change your life and your business.

9️⃣ The experience you're giving. This is one area I'm still working on every day, because it doesn't come naturally to me. How can you surprise and delight your audience, your clients? My printer sends a mug with every new order (with her branding, but it's a really NICE mug). A cleaning company brings fresh baked cookies and a bottle of chemical-free cleaning spray to every new contract. What are you doing? The more mundane your business, the more opportunity you have to create a Disney-like experience. (YES you can. This will be a workshop soon.)

🔟 The Follow-up. This is a big one. Most funnels end at the sale. That's a huge blindspot. You've heard that it's easier to get a repeat customer than a new one. (Right?) But only if you've 1) delivered a great experience and the initial promise (if you've delivered squat all, then no, you won't get repeat business from that person); and 2) if you stay in their line of sight. We all like to chase the next lead, the next opportunity. Me too, I get it. But it's key... get better at follow-up.

1️⃣1️⃣ Referrals and testimonials. This might rank high on the "I hate asking" scale, right alongside pitching, but it's critical. Ask for referrals at every stage of the journey: before they buy, when they buy, after they've bought, after you've delivered. As for testimonials during your delivery, after your delivery, in your follow-ups. Not only will they give you something to market with, they'll give you your customer's own language to use. That's worth millions in market research :)

OK - 11 things to obsess over more than engagement.

Which one(s) of these are you doing well?

Which one(s) are you not doing well or at all?

Which one(s) could you use some support with?

Bring your numbers over to Funnel Forensics and let's get at it!