Unlocking Marketing Success through Effective Data Measurement with Nick Smith

Are you looking for clarity to grow your business in the sea of overwhelm?

Make sure to check out the podcast notes for access to our exclusive 12-person mastermind. All right, let's go ahead and jump into the show. Welcome back to Grow Your Impact, Income and Influence, the number one show helping you reach millions. Whether that's millions in your bank or today, millions of people visiting your website, we are going to show you how to do it.

If you are trying to figure out how to expand your presence online, do all the tech stuff, as well as grow a team and go from six figures to seven figures and beyond, this is the show that you want to be listening to. I am joined by Nick Smith. Nick has helped thousands of people build websites. He has more than 400 active clients, and he knows how to help you stand out online and actually connect with people. The truth is, you don't want a super polished website that feels clean and boring.

You want something that actually connects with the people who land on the page. We're going to be diving into that as well as team building.

But Nick, this didn't start with a website. Where did all this start? Your story is pretty crazy. It actually started on a pulpit. Steve, that's right. So if we take it back even a little bit further, my marketing journey really begins when I was born into the family of two entrepreneurial parents. And so, you know, I've got a mom who was an early childhood educator. And so she was building daycares when I was young. And she was the executive director of a children's museum in our town.

And my dad was an entrepreneur by way of restaurants. And so he actually started a 50s style car hop restaurant in our local town. And I watched them grow their businesses, Main Street America businesses, you know, the backbone of America. I watched them grow their businesses without access to the same marketing principles, tactics, and strategies that the Madison Avenue brands were using.

And so fast forward to when I became an adult, my goal and my dream was always to go into the church world and help people. It was always about helping people. And so I was in the least church region of the United States in America, the Northeast, the New England, and actually got my first dose of what marketing looks like and effective marketing by selling Jesus in the least church region of the United States of America. Did you do that by door knocking? Were you like out knocking on the doors?

Were you handing out pamphlets? Were you standing on the street corner with a loudspeaker? How did you do it? You know, less on the street corner with a loudspeaker. But, you know, people don't care how much you know until they know how much you care. And so if that means knocking on a door in any of your businesses, whether it's the church world or, you know, you're a roofer, knocking on the door isn't a bad place to start.

But believe it or not, one of the most effective marketing campaigns that we ran in the church world was actually yard signs. And so we would have hundreds of volunteers putting up thousands of yard signs on any given weekend, pushing any sort of campaign that we might be running. And we used to do a lot of creative and fun campaigns to reach people who otherwise wouldn't normally go to church.

Things like BYOB weekend, which doesn't stand for bring your own beer, but it was actually bring your own buddy. And we had root beer floats all the way to our Easter celebrations, which we would have thousands of plastic eggs filled with toys and candies dropped from a helicopter in the sky with the Easter bunny, you know, waving from it.

And so certainly there was a lot of room in terms of how we grew the church and the police church region of the United States that that church actually grew to be the fifth fastest growing church in America in 2014, and was the fastest growing by percentage growth in that same year. And so it took a lot of different marketing efforts, whether it was grounded pound knocking on doors and placing phone calls saying, Hey, I'm new to your area, I'd love to be your pastor.

Or if it was, you know, family events and, you know, yard signs, Google ads campaigns, and the things of, you know, a little bit more traditional marketing ways. Both of those played a huge effect in terms of getting people to show up on a Sunday morning. It's a lot different when you're running an event where attendance is required versus selling a product where they can purchase anytime overnight.

Sure. Events are one of the hardest things to sell by far. I mean, my background's in the events business, so I totally, totally hear that. How, I mean, you just drew a lot of parallels between church and marketing.

How did you go from the church to a for-profit business? This is a challenge that I see a lot of people have. Like if you're serving people in the church, right, you're service based, that's your first and foremost thing. And then you switch to a for-profit business. How does that happen? I think a lot of listeners probably are like, well, I get that there's a lot of parallels, but how do you just make that switch?

I mean, it was certainly a transition that's even still in the making, an identity transition, right, to go from being the pastor and being in front of thousands of people on any given weekend and caring for their needs spiritually to being a business partner and a growth marketer for the hundreds of clients that we serve or the thousands of websites that we have that are active on any given day. The crux of it doesn't really change, though. People are people.

They all have needs. And I would say my impact and my influence has only grown in making that transition because the reality is that our reach extends to millions of people every single day with the work that we do today, whereas the work that we were doing previously in the church world certainly affected on a very large scale, every individual's life, right? But it was at a smaller scale in terms of the thousands as opposed to the millions.

The transition there isn't really that difficult for me because I don't know that. In my brain, I don't know that much has really changed, right? At the end of the day, there's a group of people that have a need. For me now, that's business owners. That's a solopreneur. That's an entrepreneur. That's somebody who's maybe running a small team between 5 and 25. And they're trying to grow to that next stage in their business development. And there's stuff that keeps them up at night.

Those things might not be the things that kept them up at night in the church world. But the things that keep them up at night are things that we know we have a solve for. Things that we know that other business owners have navigated through those waters successfully.

And if we're able to partner along with those business owners, we're able to ease their concerns, we're able to help them sleep a little bit easier at night, knowing they got a partner with them who's been through those waters can help them navigate the circumstances and have a path to success that's been proven by somebody else who's gone before them. And so I would say the transition was primarily in how the world perceived me

as opposed to how my worldview maybe has changed. So my worldview, I think, has remained the same. My goal is to be impactful and influential and help people and add value any way that I can. It just so happens I'm doing that now in the business as opposed to in their spiritual lives instead.

Sure. I mean, how did the conversation go when you left the church? Like I'm just picturing like in your head, did you wake up one day and you were like, I need to go sell websites? That is how I'm going to have the biggest impact. Was it something that sparked it? How did that conversation go at home? And then how did it go in the church? You know, Steve, I think at the core of every individual is a desire for fulfillment and purpose.

I don't know that if you were to ask me on a scale of one to 10, how fulfilled and how purpose driven I was, if I could have gotten any higher from the work that I was doing. I mean, it was a 10 out of 10 and, and, and beyond. Kind of the devastation in regards to marketing is as quick as it can go up, it can go down.

And so my story is a little bit unique in that the same church that I worked so hard to help grow, I actually had to help close down a few years later based off of some misdealings by the leadership and financial issues, as well as some other abuse things that came to light. And so the transition for me at the time was pretty cut and dry. As soon as there's a value break.

I think it's the responsibility of the person who feels like their values have been broken to make a decision as to whether they're going to continue with that partnership or whether they'll move on. And so in moving out of that relationship and into the role that I'm in right now with Loud Canvas, one of the main things that we did was wanted to make sure that we're aligning well with our client brands and that the values and that those partnerships are at the forefront of our conversations.

That way, none of our team members are ever in a situation where they're feeling like they're doing work that they don't want to do, or they're doing work that they can't get behind from a mission perspective. And so that transition was a little bit more cut and dry, but it's certainly in terms of dollars and cents and what am I going to do to support myself and my family and all of those things.

It was a little bit more cut and dry in that way. I would say from an identity perspective, how do you go from being a pastor charged with caring for you know, these people and being involved in their day-to-day lives and their day-to-day decisions to. In a lot of ways, having to abandon that for a different role in this world.

And I would say that was the more trickier part was who am I now and how do I fit into this whole great big play they call life now that my main character role has changed slightly. But, you know, in terms of that transition now, there's a whole bunch of NPR articles. And if you Google, you know, next level church, you can follow the entire saga online there. Got it. Well, okay. So you transition, you go into this. And did you know that there were going to be a lot of parallels?

Did you just discover them as you went along?

And I think we could talk a little bit about leadership because the hardest person and the first person you have to lead is yourself. Thanks for the reminder. I think I got to go to the gym after you just said that. Absolutely. You know, when we're looking at, go back to that statement that I made earlier. Every single person, if you're a client or you're a business owner, you're on a life's mission to find fulfillment and purpose.

And so I think it's important that you lead yourself. If you're a business owner, it's important that you lead yourself. It's important that you lead yourself in a way that your staff can look up to and can admire. It's important that in many ways, you shepherd your staff in the way that a pastor would shepherd their flock. And so coming alongside of them, having understanding for where they're at in their life, they're not here just to show up nine to five and get things done for you.

In fact, if I had to guess, it's probably the least important part of their life is their work. It's just something that has to get done in order for them to continue on with the rest of their life. And so if you're a business owner, you might be thinking to yourself, I have all these ambitions. I have all these goals. I have a vision that is so clear. I have dreams that are so clear, but I'm troubled. I'm kept up at night with all of the complexities to help us get to where we're trying to go.

I see so clearly where I'm headed, But man, if I try to communicate that with someone or try to actually get it done, it's a lot more difficult when you put, you know, pen to paper than it is in theory. And I think, you know, challenging yourself, leading yourself, leading your team, and then also adopting that perspective for your clients.

And recognizing that your clients are in a situation right now where they have a pain point, they have a need that they need solved, and you are the one with the solution for them. And so you have all the control, all the power is in your hands, even if it doesn't feel that way, all the power is in your hands.

And how you approach your customer base, how you approach yourself when you look in the mirror, how you approach your team can really change the flow of energy for how relationships take place. And what I mean when I say that is when you sit across from a client or a prospective client, when you're putting together your marketing campaigns, when you're putting together your outbound or inbound sales processes, are you looking at it as if you were sitting in their shoes?

If they were to make the purchase, is their life genuinely going to benefit because of it? And when the answer is yes to those things, what happens is that your team or yourself, you start to operate out of a level of conviction. Much like when you're in the church world, you start to operate out of a level of conviction, knowing that the solution you can offer to your client is better for them if they take it. If they say yes, it's going to empower them in a different way.

It's going to encourage them. Maybe it's going to get more bookings in the front of the house. Maybe it's going to add more efficiencies to their backside of the house in terms of administrative processes, whatever your service is. If you really believe that you can help your client, I think that's step one in terms of you being fulfilled, in terms of your clients being fulfilled, setting the right expectations, getting the right partnerships and values squared away.

All of those things have a component to play when you're looking at your worldview, how you need to lead yourself, how you need to lead your team, and ultimately how you need to lead your client to make the right decision on a buyer's decision. We say that sales is a transfer of trust. And so your goal is to help your client make a buying decision, even if it's not from you, because they'll trust you at the end of it.

And when they're ready to make that decision, chances are, if you've earned their trust, they're going to make that decision with you because it's non-gratuitous as opposed to them making a decision with somebody who's out there looking for the sale. Okay. So there were so many points in everything you just said. I'm going to do my best to go back and unpack it. So let's start at the beginning with leadership of your team.

So the entrepreneur, we don't want to be in opposition to people. We want to be on the same side of the fence, right? But like you said, the entrepreneur wants to get stuff done. I know the very first couple people that I hired, I burned through really quickly because just like you said, my goal was X and we are going to hit that goal. So I'm going to get behind people and I'm going to drive, drive, drive, drive, drive. Their, like you just put it, is their least important thing is work.

They want a job that they can come in and do that they can feel good at. How do you, as an effective leader, how do you, both encourage them in their personal life. Hey, I want you to go have fun. I want you to enjoy your time and off hours. I want you to do what you want to do. I want to help you reach your goals. How do you take that and plug that into effective leadership where, hey, this is our goal and we need to get it done?

What's the methodology that you would recommend for people to do that? You know, it's going to change based off of the lifecycle of your business, based off of the team members that you have, their capabilities, their competency and the total number of them. And I think when you start with, you know, if you're looking at teams specifically. Creating a great place to work is really important.

And having a one-on-one understanding of what a great place to work looks like for each of your employees can help you figure that out, right? So understanding what are your team members' ambitions. In the church world, you hear a lot about the five love languages. Those apply to your team members, too. How do your team members feel appreciated?

You know how do they feel most fulfilled and most purposeful if you're talking with team members or clients one of the easiest tricks is just to simply ask if you don't do this what what's going to happen in the upcoming months like what will what will change in your life if you don't make this action if you don't make this behavior change and what are your aspirations like what do you hope to see happen right and so what happens is if you have the ability to align

to a specific need or desire that either a client or a team member has, and you can pull back those achievement points to specific tasks, then it helps to create a motivation plan or a plan of feeling like, I'm not just doing tasks because my boss wants to get things done or because he doesn't have enough time in the day, or I'm just doing busy work, but that there's an actual method to the madness and that it's helping me to achieve the goals that I care about.

And so we'll do this simply even with a client will say, you know, you mentioned that you wanted to get new sales. If you, if you do nothing, if you keep running this business the same way that you're running it right now, what will a month from now look like? Okay, now let's just change the scenario for a minute. Let's implement the solution. And let's say we generated 10 new leads. What would that change in your business for you next month?

And so similarly, you have the same conversation with your team members and saying, look, here are all the tasks. Here are all the things that we have to get done. What are you passionate about? What do you love doing? Where do you want to be in a year? Where do you want to be in five years? And even if they say they want to go work at Google or NASA or something like that, then be the boss that helps them to accomplish it.

Be the friend first because people aren't going to help you accomplish your dreams and your goals if you're not interested and willing to help them accomplish theirs. And so great bosses enable their team members to accomplish their personal ambitions, not just their professional ambitions. That's the, I think that is the key. I'm just going to summarize.

If you can figure out whether it's your client or your employee, figure out what their personal ambition is and tie it to what you sell either through the change that it will make in them or towards the personal growth that will get them there so let's now let's pivot and talk more about the customers that are coming in right how i love that you talked about effective salesmanship is not selling because i want you to buy but instead helping you make a decision

that will help you reach your goals how does.

We're going to take this in two parts we're going to start with the customer journey and then i want to actually get into websites and how we build a website that does that tech is a huge hurdle for a lot of entrepreneurs right they they don't want to go learn coding they don't want to learn wordpress they've tried builders they can kind of get something sloppy together but then it doesn't convert so we'll come back

to the tech piece but let's start in the beginning because i I think the messaging is what's really important. How do you develop a good message for salesmanship when. I've seen, I'm sure you've seen this, the person that owns the business can talk for 30 minutes about everything that their product does and all the whiz bang whistles and the cool stuff. And you're just like, whoa, you're talking up here. Just bring it down to a

level one. What outcome does it get me? How do you help people figure that out? That's a good point. and we will get right back to today's show. If you are looking for clarity in the sea of overwhelm that is out there when it comes to business, make sure to check out the show notes for our workshops, our webinars, and our exclusive 12-person mastermind. All right, let's go ahead and jump back into it.

This is a common problem in any business. Really, until you've systematized and scaled your sales operations, this tends to be a challenge or a tension that you're facing. We see it mostly in businesses that are sub-seven figures. So once you hit that seven-figure mark, chances are you're not the only salesperson. Chances are you've had to replicate some of your sales operating procedures in somebody else in order to achieve that and maintain it.

But if you find yourself in that situation, the first and most important thing to do is to get out a pen and a piece of paper and start writing out your sales process in terms of what are those variables. Because you're right, there's nothing more effective than a business owner in front of a client. That's going to close 100 out of 100%, right?

They can sit in any objection, they can sit in any scenario, and they can speak exactly how the solutions are going to solve the problems for that client. Where it becomes difficult is translating that to other sales team members or translating that online, as you mentioned. And in order to do this well and to create efficiencies around this, the first step is understanding all the nuances between your segmentation of your audience.

And so if you sit and you're talking with one client, your conversation is going to change based off of the information that you're receiving in real time. And so if that client tells you a pain point, you're probably going to relate your solution to that pain point in a couple of sentences. If that client is of a certain age range, you're probably going to make a reference closer to that age range that you know that they'll understand.

If that client, even as a male or a female, you might change your banter, your tonality, the way that they interpret you. And so the problem is, is that when we go into digital, all those nuances get missed. And what we're left with oftentimes is a business owner talking about here are my benefits and here are my features. And the user's going, well, you didn't talk about any of my pain points and you didn't talk about any of the ways that you can solve them.

And so I really just encourage anyone on the marketing and on the sales side of the house to slow down, to take a moment, to think if I had 10 different customers, and the difference could be just age, it could be sex, it could be life cycle of business, it could be the industry, whatever your variables are. But if I sat in front of 10 different people, how would my conversation change based off of those 10 different variables?

And if you don't have a solution in technology to automatically adapt and be dynamic to the customer's input and the customer's feedback, then you've already lost the battle. You're already working at a less efficiency than what would have happened if they were in the room as you. And so our whole goal is to work with business owners, solopreneurs to say, how do we do exactly what you're doing digitally and make it more effective than if you were in the room with them?

Because we all know the power of a digital solution, a digital tool like a website is the fact that you can sell in your sleep and you can sell at mass and you can sell at scale. The reason why oftentimes they don't is because they're not good enough. They don't message the right message to the right person at the right time. They're not segmented enough.

They're just basically blanket shouting your brand phrases and a couple of key features and benefits as opposed to actually saying there's a tailored solution that's going to help you sleep easier at night. Here are the pain points I know that are keeping you up. Here's how we've solved them for others in your situation. Okay, so let's talk about, I think a lot of people can figure this out person to person, right?

Like, yes, they might talk too much features and benefits. How do you translate that online?

Because this is one of the hardest things with a website. If the messaging speaks to everybody, it speaks to no one. But if you make it super niche, then you're excluding 90% of the people that hit on the site. How do you, Loud Canvas, great name, how do you do this online? Yeah, well, we take our cues from the pharmaceutical industry, the biopharma space, which is where a lot of our team has experience in.

And the reality is, is that when you're launching, you know, a therapy to market, there's a segmented audience types and they all require much different marketing messages and they all have different outcomes and goals. And so, for instance, if we take the most complex example as we can, let's just take a brand manufacturer of a pharmaceutical drug. You could use a big name, somebody like a Pfizer, let's say Pfizer wants to

launch a new therapy. They say, you know what? There's a group of people. This people have a condition. We're able to treat that condition. And they start and they they start doing the research and development to get a therapy in line to get approved for the FDA process and then it's approved. Well, you know, this particular example has so many different stakeholders, and they have requirements from each of those stakeholders that are completely different.

For instance, when they're talking to a patient, you know, the goals of talking to a patient is to make them aware of the condition. To make them aware of the solutions, to help them become educated and know if they're qualified for this treatment or not, and then to give them some sort of call to action, whether to talk to their doctor or to ask to enroll on therapy to take that next step.

Their communication cycle to the doctor is vastly different right to the doctor they're talking with a much higher educated population group that audience wants to know about the clinical benefits the cost benefit you know the the clinical benefits the you know cost benefit analysis for what happens in terms of is the patient going to be covered on this are they going to be able to afford this or not you know they care about

the efficacy they care about completely different things and then there's a completely other audience group which has to decide that you know this this therapy is worthy of market share and that their population group specifically i'm talking about insurances will you know they'll they'll cover that and say this is a therapy that we want to include to our covered group because we see that there's a clinical benefit we see that there's a cost

benefit and so just in that scenario you have three completely different segments three completely different goals that need to be achieved from those audience groups which require three completely different branding identities in a lot of cases, branding identities that go back to the main brand in completely different message strategies. And so all of that to say. The more complex you get, the bigger you get, the smaller you have to become.

And so there is an awkward stage that happens when your messaging works for the majority of your audiences. And then you grow just out beyond that, where all of a sudden now you have to niche down your messaging because it no longer works for everybody. And when that happens, there's a lot of ways that you can niche down. You can niche down by business size. You can niche down by industry.

You can niche down by product or solution. But the reality is, is you won't be able to speak to everybody just by using the blanket, you know, shotgun approach statements. You're only going to become more effective by saying, if you're in this industry, you suffer from these pain points. And here's how our solution can help you versus somebody else in a different industry.

That's that's good do you so do you ever build websites i've seen websites that do this i have never built one like this but do you ever take a website and either use an introductory quiz on facebook to segment and then send to different pages or do you have maybe something at the top that as soon as they hit the site it says are you this or are you this to segment messaging and how can somebody quickly and easily do this?

Let's say that, I don't know, let's say we're working with a chiropractor and the chiropractor is like, I usually work with guys between 45 and 60 who have bad backs and I have some women who come in with sciatica pain. What's the easiest way for them to put this into practice? Well, I'll get to tactics. Sun Tzu said tactics before strategy was the noise before defeat. And so I'll start with some strategy pieces here first.

So in the scenario that you use with the chiropractors and just segmenting down by say age and sex, you could actually take a different strategic approach, which would be niching down geographically. And so you could say, you know. Let's just use an area code. I'm going to use 904 because I'm in the Jacksonville area. But you could use a strategy that says, you know, crackmensback904.com, crackwomensback904.com, whatever the situation is there.

So the strategy is pretty important because your messaging is going to follow suit. So based off of where you're trying to target from a segmentation standpoint, you'll want to set up the right strategy. If we go up a level back to the example we used previously, if we're talking about, you know, a new medicine or a new medication or treatment, this is a very common practice on patient websites in the pharma space. If you go to any patient website in a pharma space, you just do like maybe Advil.

Go to advil.com. You'll probably notice that in the top header, there will be a section that says for providers. It might also say for patients. It might also say for payers. And what happens is when you click on any one of those, it's going to send you off to a completely different website. It's going to tell you that you're leaving that website and it's going to tell you the intent of the messaging for the next website you're about to visit.

And so it'll say you're about to leave the payer, excuse me, the patient website, and you're going to go to the payer website. It's intended for US payer audiences only. Confirm yes or no. Are you a US payer? And so that's one of the ways that you can, you know, that you can easily do that. Back to your point around quizzes, though. In another scenario, we work with a healthcare certification company who certifies all sorts of different.

Specialties and job title types. And so one of their challenges is identifying who is the user when they access the website. So that way we can serve only the most relevant content products and pieces to them. And so we have a lot of first time here quizzes or interstitials that when you land on the page, it's going to ask you, tell us a little bit more about you. Who are you? So that way we can customize your experience.

And when users engage in those, the conversion rate is through the roof because they're telling us just enough about who they are that we can then put only the most relevant information in front of them.

And so I would just say, you know, maybe if you own, let's just say the agency example is a great one. If you own a marketing agency or a website development agency, and you do multiple services, if a person is going to your website and you know that they're interested in one set of services like digital marketing, or they're interested in one set of services like website design and development or application development, why would you show them everything else?

Why would you tell them about CRM systems? Why would you tell them about SEO? Why would you tell them about all the other things that you can do when they're really only there for one thing? What we've noticed is that when you introduce a shotgun approach to all of your services, to every audience, they get analysis by paralysis. They're not sure what to choose. They didn't get their needs met by going to your website. And so they just leave.

But if you show only what's most important and relevant, the right message to the right person at the right time, your conversion rates will show for it. Yeah, absolutely agree with that. So we've talked through some leadership stuff. We've talked about messaging. Now I want to get into what people should avoid because there is so much noise, especially in the digital marketing space, right? You need to have a website that is only mobile app wise.

You don't need a website. You just need a Facebook page. You need an email list. What are the things that you have seen? I mean, you've worked with thousands of clients. You now have 400 active clients. You've built more than a thousand successful websites. What are the things that people should avoid at all costs?

I would say avoid any vendor who's going to take your money and tell you that they're going to report on their own performance. One of the things that we see so often with our clients that come to us is they say, hey, I've started this new initiative. I'm doing SEO or I've started this new initiative and I'm doing Google ads or paid ads, programmatic, whatever the case may be. And we'll say, awesome. How is it going? And they say, good. The vendor who's running them just reported this.

And unfortunately, we've been around the block long enough to know that if the vendor is reporting on their own performance and there's not a third party in there who's going to do some checks and balances, it's a lot like having the fox guard the hen house. So get some systems in place where you can see your KPIs that are objective, regardless of what any other vendor reports to you, you know for sure the facts behind your numbers.

A really great example of this is, for instance, if you're running something, if you're spending any dollar amount at all in paid advertising and you don't have a third party data and analytics system that's reporting, then chances are you are losing money or leaving money on the table because vendors love to report impressions, click-through rate, clicks.

What they don't love to report is time on page, average session duration, what the key measurables in terms of conversion rates were, how many phone calls, how many appointments were booked, how many sales were generated. And those are the numbers that are so important for you to actually, as a business owner understand quantitatively and comparatively what marketing efforts are producing the best return on your investment as opposed to the ones that are maybe just wasting your money.

That's the third party analytics piece is huge. I think most people don't understand one, how powerful that is. And two, like how to use that, right? Most people don't, they don't measure things.

I think secretly people don't want to measure things because if they measure it, right, they want to just like you were talking about like SEO or I've seen people pay for Facebook ad campaigns and the person running the ads comes back and says, your post got 900,000 thousand impressions you did so well it's like that doesn't tie to the bottom line but it makes me feel good because it's a good vanity metric right hey my posts are getting exactly right.

So how what is what is one or two metrics that people can track that are simplistic because you can look at you can look at like a google search console you can look at like a hot jar you look at all these different things that put metrics together but what are one or two key metrics that people should pay attention to.

The two most important is, what are your sales? What's the bottom line? Everyone needs to know how many sales are coming in the front door. Chances are you're tracking that. The second one may be a little bit trickier. You may not be tracking it and is where did they come from? If you can figure out what are your sales and where did they come from? The rest of it is downhill from there. So if you know that you've got three sources of traffic and one is outperforming

the other two, then you make the decision? Do we need to optimize those other two? Or do we need to cannibalize that ad spend and throw some gasoline on the fire on the channel that's doing well? But oftentimes, people aren't even measuring where their leads are coming from. They're just measuring the fact that sales are coming in the front door. Right. They see the sales coming, but they really have no idea. Or they know, oh, you came from online or a referral.

If you can figure out data beyond that, that's really where you're going to do well. I like it. Yeah. And just on that note, one of the things that has been really beneficial for our large brands, our Madison Avenue brands, those who are running more than one campaign, they might be running a PR campaign. They might be running social media campaigns. They might be running outbound, traditional, non-personal promotional material.

The point is, is having the metrics on every single campaign at a campaign level. So that way you can comparatively measure user behavior activity on your website and other digital assets post interaction. So, you know, the vendors will report everything that happens on the interaction side at first touch. That means how many clicks, how many impressions, but what they're not reporting on is what did those customers do after they interacted with that advertisement.

And that's where your gold comes into play, where you really get that understanding of like, am I getting a quality audience from this method? Am I getting users who are actually engaged and interactive? Are they solution aware? Are they further down the funnel? And you can compare that based off of each one of those methods that you're using when your measurement strategy is in place. So you can say, I did a billboard. Here's exactly how many sales I got from it. I did outbound phone calls.

Here's exactly how many sales I got from it. I did Google ads. Here's exactly how many sales I got from it. But if you're not able to measure at that level yet, you have a measurement strategy problem more than anything else.

Yeah i would i mean depending on the state where people are in their business it's important to measure i've seen people i saw somebody there was a team of two there are probably 120k in revenue and she had 50 different sources and i was like that's probably a bit overkill right like she was going into each individual search engine i was like let's just go with like facebook instagram.

Google search like because then you can see where you should spend your time and energy right, one of one of the biggest things that i saw in my own business during covid we got to the end of the year the end of 2020 and we had spent about 50k in facebook ads and i looked at where i didn't track it quarterly i should have been but we tracked it at the end of the year and i looked at where all my sales had come from and less than 10 of my sales came from facebook wow and

i was just like well that's really easy because i don't like facebook to begin with i was like well screw facebook and we just stopped advertising and i stopped posting all the time it gave me like two hours a day of my life back absolutely and it's like if you just know that simple thing and i don't think you have to track it i i ideally you would track it every day i think if you track it every month you're you're gonna do just fine agree disagree thoughts totally

agree and not having that comparative data is costing your business owners money every single day yeah all right well Well, Nick, this has been a super fun podcast.

If people want to learn about you, we have your website listed in the description down below. That's Loud Canvas. If they want to reach out to you, if they're looking for help with the website, is that where they should go? Can they find your information there? LoudCanvas.com. I'm there at the bottom of the chat bubble. Would love to chat with you. Awesome. Nick, thank you so much for coming on and sharing your wisdom. Your story is super fun and inspiring, and it's super unique.

I'm wishing you all the best out there. To everybody else, until next time, measure your data, figure out where your sales and leads are coming from, and work on your messaging. We'll see you here on Grow Your Impact, Income, and Influence. Thanks for tuning into today's show. If you're looking for support to grow your business, we have the best small group mastermind on the market.

Mastermind focuses specifically on one to many sales and visibility, how to build your own workshops, live events, and virtual events, as well as how to market to the affluent. How do you bypass all the people who say, we don't have enough money for that and really market to the top 10% who has money and is ready to spend it? Last but not least, how do you do all of this without Facebook ads? That is the focus of our small group, Mastermind. It's led by me along with 12 other people.

We're there to give you support, surround you, and take your business to the next level. You can click in the show notes down below for more information. We'll see you next time here on Grow Your Impact, Income, and Influence.