Hey, welcome back to the podcast! Today, we're diving deep into a topic that many of you have been asking about: data. I often get questions like, "Kierra, what exactly do you mean by data?" So, In this podcast episode, I break it down from the ground up.

Here's what you'll learn:

• Defining Data: We'll start with the basics. What exactly do I mean by data? I'll explain how it goes beyond just numbers—it's about understanding how your content drives conversions, from sales to lead sign-ups and more.
• Types of Conversions: I explore the various ways your content can convert, whether it's turning views into sales or getting more webinar sign-ups.
• Tracking Success: Discover why tracking data is crucial for hitting your sales goals. We'll look at real examples of tracking webinar sign-ups, email downloads, and more to see how they translate into revenue.
• Understanding Audience Engagement: Learn why engagement metrics on social media and email are important—but also why they don't always correlate with sales. I'll share insights into interpreting these numbers effectively.
• Using Google Analytics: Finally, I cover Google Analytics. This tool is your secret weapon for understanding what happens after your audience interacts with your content. From landing pages to checkout, I cover it all in the podcast.

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This is the Not Your

Average Brand Podcast.

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Hello, welcome back to the podcast.

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Okay.

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I am excited to talk about this topic.

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So I have noticed that there are

a ton of people who are like,

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Kira, can you just give me like

a little mini intro into data?

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Cause I hear you use that word a lot.

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I hear you talking about lodging and

I'm not even sure what it is that

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you mean when you talk about data.

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So I wanted to create a podcast episode

for you guys to explain to you what it

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is that, I mean with data, I've talked

about it in a previous podcast episode

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where I said like there's two types

of data that it is that you need to

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track to double your launch results.

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Adults, but I kind of want to

just take it back to the basics.

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I feel like I may have skipped

some steps for y'all because I

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get so many questions about girl.

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Can you start at step one?

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So let's start at step one, folks.

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Okay.

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So what do I mean when I say data?

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When I say data, I mean, understanding

how your content converts and conversions

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can be multiple different things.

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So it could be how your content translates

to sales, how your content converts into

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revenue, how your content converts into

webinar leads, how your content converts

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in terms of getting you more quiz,

signups, or more lead magnet signups.

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Your conversions can

literally mean anything.

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. I like to say that conversions are

essentially your buyer doing what it

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is that you tell them to do on the CTA.

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That's how I'd classify conversion.

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If you tell them to join the

quizzes, they joined the quiz.

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That's a conversion.

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If you tell them to buy the

digital product and they buy the

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product, that's a conversion.

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If the person listened to what

it is you told them to do.

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You converted them.

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Okay.

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So when I say we, are tracking

your data, I am saying we are

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tracking how your content converts.

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And more times than not, it is basically

revenue-based people want to know how

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much money is my content making me.

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So people usually come to us and

they're like, listen, I'm launching.

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I want to hit $50,000 or I want

to hit a hundred thousand dollars

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and I need to know what's working

in my business and what's not so

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that I can hit the sales goal.

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And so we're tracking multiple different

types of conversions throughout that

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process throughout that launch process,

we're tracking where the webinar

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signups are coming from, where the

waitlist signups are coming from.

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We're tracking our.

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Our people downloading the email

lead magnet that you signed up for.

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We're tracking multiple different things,

but usually all of that stuff at the

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end of the day, people want to know what

the money looking like, , So that is the

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primary goal in us tracking your data

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now, typically my clients have three

different types of data, meaning they

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have three different resources that they

can tap into to get information about

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how their content is making the money.

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The first one is when they are

talking to a client or talking to a

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potential lead and someone references

a piece of content that they created.

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So you are to China with

someone in the DMS on Instagram.

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They're like, oh my

gosh, girl, I listened.

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Listened to a podcast last week.

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It made me want to work with you,

or I saw your post on LinkedIn and

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I've been following you ever since.

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And I was just so inspired to

reach out to you, blah, blah, blah.

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Those are.

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All examples of someone saying to

you, Hey, this piece of content right

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here is what drew me in this piece of

content right here is what converted me.

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And sometimes you can get a client

that will come into your world

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and we'll say it was this podcast.

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It took me over the top, but they'd

been following you for years and

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that's bound to happen, right?

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Like it's bound to happen where

it's never just going to be one

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piece of content that did it in.

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Sometimes if you're

converting a cold lead.

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Sure.

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It'll just be like, someone went to

your page immediately clicked in and

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saw this post and just was like, I have

to work with her, but more oftentimes

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than not, it's usually a conglomerate

of things, but nonetheless, that is.

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Step, one of getting data about how your

clients buy from you is understanding

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what piece of content do they like the

most and which one sent them your way.

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Step two is when you are looking at your

Instagram analytics, your email analytics

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and your social media analytics, . That's

going to give you an introduction into how

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your content is engaging your customer.

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Does your audience actually think what

it is you were saying is interesting?

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Are they interacting with it on email?

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Are they interacting with it on social?

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How are they interacting

with your content overall?

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And a lot of times people try

to use this to understand what

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is happening with their sales.

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The frustrating part is, is that

it does not tell you anything about

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what's happening with your sales.

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And that is the most infuriating

part about email analytics

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and social media analytics.

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Is that it only tells you how well

your content is performing on the app.

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It does not tell you how much

money, a piece of content made you.

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This is the reason why.

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A lot of people will get so pissed

off that they're real went viral.

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They got a million views, whatever,

and they still didn't sign any clients.

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Or when you will hear brands talk about

how much money they are pouring into ads.

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And they still are barely seeing an you.

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, an ROI on it or, , no matter how much

people that it is that they flood to

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the site, they're still not converting.

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This is why you will see people say, oh, I

only have a hundred people on my Instagram

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are only have a hundred followers on

Tik TOK and they're making bank and

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you're like, girl, what are you doing?

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Like, how do you have, , half the amount

of people that is that I have, and

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you're making way more money than me.

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And that's because how well you

perform on social media is not an

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indication of how much money that

content will make you the only way.

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To understand how your social media

content, or how your email content, your

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podcast, content, your YouTube, whatever.

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It may be.

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The only way to understand

how that content is actually

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putting dollars in your pocket.

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Is for you to track your

content in Google analytics?

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Okay.

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And that is the third piece of data,

which is you understanding everything

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that is happening when the person

actually gets to your main conversion

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platform, either your landing page, your,

your cart, your website, your webinar,

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sales page, whatever the case may be.

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This is what it is that we track

inside of our launch consulting offers

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is we are tracking how people are

interacting on your social, and then

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what they're doing after they click

that link in bio, on Instagram, what

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they're doing after they click book a

sales call, after they click the link

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inside of your email and they decide

that they want to book a sales call.

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Did they actually book a sales call?

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Did they just go to the

website and browse around?

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Did they sign up for your

webinar or your launch event?

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, did they join something

else on your website?

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We want to understand when someone

interacts with your content.

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And someone takes the step

to get off of the app.

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They click your link in bio, they click

through your email, the link that you

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have in the YouTube description box.

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The link that you have in

your podcast, show notes.

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We want to follow that person and

say, what the heck did they do once

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they actually got to the website?

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Did they browse?

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Did they read some blogs?

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Like what was their behavior?

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We want to follow what they're doing when

you follow what it is that they're doing.

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You're then able to understand

exactly what pieces of

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content you need to create.

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So you can attract more people

and convert more people.

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So the way that this works with our

clients is we're looking at, let's say

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all of their emails and we're tracking

which emails converted into sales and

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which emails just got opens and clicks,

but didn't convert into anything.

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From there, we're able to take

all of that information and

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compile it and say, okay, cool.

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So anytime you talk about content

that has to do with yellow

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shirts, your conversions go up.

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Anytime you talk about yellow

jeans, your conversions go down.

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So going forward in your next

launch, let's focus on yellow shirts.

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And we are able to look at this data and

essentially assess what pieces of your

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messaging are getting you more money.

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And what pieces of your

messaging are costing you money.

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This is the holy grill of your launches.

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This is the key to hitting a

hundred percent of your long school.

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This is the key to making money

in your launches without panicking

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and freaking out and having to

scramble in your open cards.

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And all of the drama that is currently

happening with people who launch this

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is the, this is the secret right here.

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It's following what happens when someone

goes to your website or to whatever page

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that is that you have for them to buy.

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That's the kicker.

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So you may be thinking, okay, how does

this tie into, what is it you do here?

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Should I be looking at this data?

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How do I get my hands

on this data, et cetera?

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There are a few ways that it

is that we can support you.

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So we have two main offers.

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So we have a launch setup that

includes the done for you.

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Google analytics set up.

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. This is designed so that you don't

have to spend hours trying to figure

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out how to set up Google analytics.

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. There is involved a little bit of coding.

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You have to set it up on our website.

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. So if you're in a place where you're like,

I don't want to have to deal with any of

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that, I just want to be able to click a

button and y'all take care of it for me.

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Then the setup option is the best.

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The cool thing about our setup is that it

also comes with a subscription with us.

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And in that subscription,

you get access to me for.

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For any marketing consulting so

that you can have support on how

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to actually improve with your data.

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So a lot of times we give the data to

people and then people grow off and they

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have no idea how to actually use it.

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We don't want that for you.

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. That's why we don't recommend doing

a data set up with, , someone random

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or having your project manager do it.

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Like it's really important that you

a have a setup from someone like

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us who specializes in the coaching

service-based and product-based

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industry, because Google analytics

is not designed for small businesses.

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So you need to have someone who

understands your launching model

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and your product in your industry.

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And then the second thing is, is that

you need to have someone who understands

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how to actually help you improve with

the information that you were learning.

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We don't want you.

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Looking at the data and seeing what's

working, what's not working and then

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not knowing how to improve your content.

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Not knowing what it is that you

need to do to make things better.

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Our subscription offer

comes with content reviews.

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It comes with marketing consulting.

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I have a private podcast for it.

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Like it comes with all the good things.

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We already have several clients

in there and they're loving it.

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So you can find all that

information in the show notes.

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Now the other offer is for those of

you who are what I call my big Konas.

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. You are in a season where.

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You are scaling your business.

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You may have one main offer that is

you're launching, you're potentially

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thinking about starting a second offer.

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You're also in a season where you

launch multiple times a year and

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pretty much launching is how you

make your bread and butter with the

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exception of the occasional selling

of one-to-one services on the side.

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But for the most part, you

are launching full throttle

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so if you're in that season of business

and you're scaling and you've already had

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some success inside of your launches and

you're ready to double your results, then

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I recommend our launching consulting offer

and that's essentially where we come in.

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We do the data setup we send you

a weekly reports that tell you how

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your launch is going during the

launch so that you can prevent any

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fallout or any issues or any loss in

revenue before the cart ever opens.

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, exactly how to troubleshoot.

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We provide an entire post-launch analysis

so that you don't have to touch a

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finger after your launch is complete.

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If the launch went well, that's great.

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We take care of everything for you.

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We're looking at your entire

funnel and we're telling you,

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Hey, you had a great launch.

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Here's everything that happened.

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If your launch was traumatic and it was

exhausting and you cannot be bothered

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with looking at it anymore, that's fine.

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You don't have to, we

take care of it for you.

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We do the entire funnel analysis top

to bottom from the moment someone

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came onto your page to the moment

that it is that they bought with you.

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We tell you exactly what happened to your

launch, and we provide recommendations

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on how to improve for the next round.

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So if that that's the season that

you were in, I recommend that offer.

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If you're like, just give me the goods

and I'll figure the rest out myself,

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then I recommend the setup offer.

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So that is everything that it is.

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And I mean, when I say data, I'll

see y'all on the next episode..