Why doing more marketing isn't likely necessary to grow your business. Ep. 170

If you feel like you're overwhelmed by your marketing or burning out but want to grow and scale your business, this episode will help you. Find out how to determine what's working and what's not working with your marketing so you can scale back on what doesn't work and double down on what does. If you are afraid you need to do even more marketing to grow, you probably don't. 

Transcript

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If you are trying to do everything everywhere, all the time to market your business and you're trying to figure out how scale and. And you're kind of stuck. This episode is gonna help you so much because in today's episode we're going to talk about why doing more isn't necessarily the answer to growing your business. Hi, welcome back to the podcast. This is Rachel, your host, and I am so glad that you are here with me today. We're gonna talk about something that I see happening a lot. Especially with the clients that I'm working with one-on-one, that I'm helping them from a strategic standpoint with their marketing. They're coming to me in many instances because they're absolutely overwhelmed with the amount of work that they're doing to market their businesses. Their businesses are growing, they're making money, they're generating leads, however. They don't know which of the marketing efforts that they're using are actually driving those leads, and which ones are just, were wasting their time, so they find themselves afraid of dropping anything because what if that's where the revenue is coming from? They hurt their business, and I thought there's a good chance you might be facing some of these same questions and you might be kind of struggling with, what am I doing and how do I figure this out? And oh my gosh, you know, Rachel, I've built this business and I'm making money, but I can't go on like this because I can't be spread this thin. Marketing on all these different channels and not knowing if those 20 hours a week I'm spending on Instagram are actually paying off. That was a question I actually got from somebody recently. You know, I'm spending 20 hours a week. Engaging on Instagram. How do I figure out if that's paying off? Or I'm spending 20 hours a month sharing my information on LinkedIn, how do I determine if that's where my revenue is coming from? They want someone to make it make sense. They wanna be able to understand it. So if you've ever found yourself feeling that same way, let's jump in and kind of talk about why marketing, why doing more is not usually what you need to do to grow your business. So if you are. Across all sorts of channels. You're trying to do SEO, maybe you're like me, you've got a podcast, you're emailing your list consistently. You are maybe on two or three social media channels. Maybe you've got a YouTube channel. You are probably, if we're being really honest, spending more time on marketing than you ever thought you would when you became an entrepreneur. Has that thought ever popped up in your head? I did not become an entrepreneur to become a marketer, and I kind of hate this. If so, I want you to know you're not alone. Nobody really wants to be spread this thin and feeling like they're burning themselves out and feeling like I have to do this. And I remember a client I was working with years ago. A one-on-one client. She was a travel blogger and she was in some of these different like travel Facebook groups, and I remember she was thinking like on vacation she couldn't even relax because she had to do the Saturday share post. And so she's on vacation filling out this post to be in this group to make sure she's. Active and she's doing her stuff each week and she was telling me about it and she was frustrated because she wanted to be able to be present on vacation. She didn't wanna be doing the Saturday share. And you may be like that too. You may have had that situation. So I looked at the data with her and I helped her see that. She never had to do another Saturday share ever again, because the reality was that post was not driving her business, and she was so relieved to be able to see that because she told me the next time they went on vacation, she didn't worry about sharing a post on that Saturday because she knew it didn't matter. It didn't make the difference. And so she knew she could do it in a different way. So when you're marketing everywhere, it tends to feel overwhelming. Most of us are there, most of us have felt that way. You burn out. You don't want to make reels and carousels and static posts and post on threads and post on TikTok and. Let's be real. If you're doing reels and threads and TikTok and stuff, most of those videos are going to take us quite a bit of time to create. If you're a podcaster and you're recording your podcast and you're editing it, and you're creating social clips or audiograms or whatever, that takes time or money, if you are handing it off to a podcast producer and they're doing all of that for you, either way you're spending time or money or both to create all these marketing assets. But what we need to figure out is. Which ones are working and which ones are not working. Because so often when we talk about growing and scaling and building our businesses. We really don't know where to focus. So it's like, well, I guess I've been doing Instagram three days a week. If I wanna scale, I should go to five days a week, except is Instagram where your leads are coming from or I've been blogging once a month. If I wanna grow that I should probably go to weekly, or some people will even decide they're gonna go to daily. Again. Are you getting leads from there? Is that where you should focus your energy? It's hard to know where to double down and what to do to really, what lever to pull to grow and scale your business if you don't know where your leads are coming from. So how in the world do you figure out where your leads are coming from? This is why you need to understand your data, because the answers to all of your questions are going to be in your analytics accounts. They're going to be in your data. This is what I work with my one-on-one clients with. So if you're an established entrepreneur, you've already got a business, you've already got a funnel, you're running ads, you're doing SEO, you're on social whatever, you're making money, but you don't know where that money is coming from. You and I should chat because my job is to show you where the money is coming from, show you where it's not coming from, help you decide what to cut out. Most of the people I work with one-on-one end up cutting out anywhere from five to 20 hours a week of marketing time that's not paying off. Then I show them what to double down on to scale, and then we identify all the little leaks. In the funnel and work on them one by one to make sure that each area is optimized and I know all the numbers we're trying to hit, and I teach you all of that. So if you're here listening to this and going, uh, Rachel, yeah, I can't answer where my leads are coming from and I wanna work with you, just send me a note. I wanna work with you too. Go to the consulting page on the website and book a discovery call. It's something that we can work on together. The answers are in your data, your analytics. Your podcast performance reports, your email marketing, your metrics, like everything that you need to know is in the numbers. But I also know from talking to a lot of entrepreneurs, even those who are making money, sometimes they don't know if they have analytics set up on their website. Sometimes they've logged in, but. They're afraid of it. It's a little overwhelming. They look at it and it's like all these numbers and they don't know what they mean, and they don't know what's good. They don't know what's bad. Maybe they're running ads and they don't know anything about that ADS dashboard, or maybe they've got an ads manager who tells them you're doing good, but they don't explain what's good, what's bad, what should be changed, where there are opportunities for growth. And so they're just kind of. Honestly stressed and a little frustrated by the whole situation. What we need to do is take a step back so that you can learn your metrics, so that you can understand this is the baseline. You have an opt-in, and we look at every step of your funnel from somebody becoming a lead. To somebody making a purchase. So we look at all the lead generation. What channels are you on? Where are you marketing? What are you doing? How much time are you spending? And then we look at the data. How many people are coming to your website or your business from that channel? And then we discuss, is that return on investment paying off? Are you getting enough leads? In return for the number of hours that you're putting into this or the number of dollars that you're putting into this. Then we look from there. Do we have the right lead magnet? Okay, great. We have people coming in, we're getting leads. Are they reading the nurture emails? Are they part of the process? Are they buying from us? Are they booking our consult calls? Are they joining the webinars? Are they doing the different things that are within the conversion funnel? So we look at that and we determine these leads, convert these leads, don't convert. This is what we need to address. Then we look at each stage of that conversion funnel. This is what we need. Here's what we need to do over here. Here's what we need to do over here. We want to be. Much more strategic. We don't need to do everything. We don't need to be everywhere. You really honestly do not need to be on all marketing channels. I am not active on social media because I know confidently that I don't generate enough leads. For the amount of time it takes to be active on social media. So I don't do it. Yes, I have profiles. Yes, there is content there. Every once in a while I actually feel like posting something, but I no longer have a set social media posting schedule. I no longer feel the pressure to be there three or five days a week. I no longer feel the pressure to create reels and carousels and stories and all of that. If there's something I want to talk about, if there's something I want to teach on, if there's something I want to add to the conversation, I will because I have thousands of followers, however. Very seldom do I see people come from social media who become leads. So I don't prioritize that. The same way that I prioritize this podcast, my blog, my email, because those are the ways that people become aware of my business, become leads, become customers, join the group coaching programs, et cetera. So I really focus on what works for my business. You should be doing the same thing. So if you're not sure how to figure it out on your own, you want a little bit of guidance, I have a freebie that you can get. I'll put it in the notes here. It's a marketing sales funnel audit, and that will help you start figuring out kind of where you are at, what's working, what's not. Kind of how many hours are you? Spending on different things. What are you getting in return? It'll kind of walk you through that. I've also got a couple of blog posts that I've written. That will kind of help you understand which metrics are important and which metrics really don't matter. Now, if you'd like to work with me one-on-one, I do work with multiple clients, one-on-one. I do limit to about five, so that I can give you a. That focused attention. We meet twice a month. We talk about your strategy. We look at it. We identify what is our biggest opportunity today. Then we go through, we, you know, look and work on the metrics and determine what you need to work on next. You work on it. I'm happy to look at it and review it with you. Really making sure that you learn and understand your numbers. I got a message from a one-on-one client this morning. She got. Four consult calls in the last couple of days, and she is riding high. Who wouldn't be? She's a life coach. Four life coaching client consult calls in the last couple days and she says, Rachel, you'd be so proud of me. The first thing I did was went to my metrics tracker and I wrote those down and then I went and I looked to see where did they come from and then. I was able to figure out, okay, this is working, this is working, this is working. This is amazing, and that's what I want for you. I want you to be able to see that that lead come in or that sale come in and be able to know how to figure out where it came from. Because once you know where your traffic is coming from, where your leads are coming from, where your sales are coming from, it's much easier to grow your business and you don't have to do more marketing. You actually very likely can do less and have a bigger. Better business. Doesn't that sound great? So if you feel like you're on the verge of burning out, I wanna suggest that we consider working together or you consider doing an audit. Go in. If you know all your numbers and what to look at, that's fantastic. You can do this on your own. If you don't and you want guidance and help, or you want somebody with a background in marketing. To help you look at it and tell you what to do and make all those numbers make sense and explain analytics and teach you. I taught a, a client yesterday how to set up the goal tracking in her analytics. So now she's not dependent upon the dashboard in Facebook ads. She can actually look at her analytics and know. Each channel she's working on, how many leads did they drive for her? What is she getting from organic? What is she getting from ads? And she can start looking at her conversion rates between the two and really start to understand how to grow her business. She's got, she's right at the cusp. She's almost at a million dollars. She should have a seven figure business later this year. I work with one-on-one clients, or generally they've generally passed the six figure mark. They're usually earning about a hundred because it is, um, it's more expensive to work with me one-on-one than to be in a group program and the one-on-one goes higher level strategy. So we start with the group program, make sure you have a good SEO foundation if you wanna do that in a group. Otherwise, if you would rather do that. One-on-one. I do work through that part of it as well. When we get to it from a priority standpoint, we look at everything you're doing and we make a priority plan for you, and we go from there with each thing. We need to make sure that you're working on. So my friend, if you feel like you're burning out, you're doing too much, I want you to know, you probably just need to be able to be a little more strategic. You need to build in a process that includes not only. The work, so the strategy, the execution, but also the performance review. You need to be able to answer the question, where are my leads coming from? In order to scale your business effectively, profitably, and without burning yourself out. I hope you found this one really helpful. If you have questions or you're curious about working one-on-one, check out the consulting page. I will be very likely creating a group program where we will go through some of this information as well. But for right now, this is just a one-on-one offer. Alright, you guys, have a great day. I'll see you back here next week. Bye for now.