Conversion vs Reach

As I mentioned earlier on in this module, so many of us can take our marketing to heart and we might put one post or one email out there, not get the traction that we were looking for, and then really start to internalize that and make that about our worth or how talented we are or how successful we are in business. And that's why I really want to teach you to learn how to, to understand your data. Because actually, like we've always already understood, marketing is a process. It's not just a one and done thing. You will be marketing your business for as long as it exists. So we can't put everything on one post or one email. And actually that one post or that one email does not tell us anything about our worth or our success. All it tells us is what our audience actually resonated with and what they decided to engage with. So if you come down here with me, I'm going to teach you now conversion versus reach. And this is how to read your numbers, specifically when it comes to social media. But again, as with everything we've covered in this module so far, you can apply this to whatever strategy it is that you're working on. So even if you're currently in the middle of an email marketing strategy, you can still look at your conversion versus your reach on that email to understand what's worked and what hasn't. It'll make more sense as we go through this. Content. Content. So let's get going. As I said before, your marketing strategy will change along with your goals, because as your goals change, your target audience will change as well. So if you are just becoming an educator, if you are wanting to start monetizing content, if you are wanting to move to a different salon or environment, or slightly pivot your business or add a new team member in whatever it is that you're currently wanting to do within your business, your target audience or your goal might change. And that's why your marketing strategy will always be an ongoing process of testing, adapting and reflecting. But to reflect, you need data. Now, the number one statistic that you need to focus on is conversion. Okay, so your conversion is basically the number of people that actually converted into a customer based on the number of people that saw your content or engage with your content or, you know, came across you. Now, there is a huge difference between conversion and reach. And I'm going to show you that now in an example so that you understand the clear difference between the two. Your conversion is basically the percentage of people who take action. It's the number of bookings that you get, it's the success of your content. Okay, so yes, you might put an email out, for example, and that email might have 50 people open it. But if no one follows the call to action at the end of that email, or no one actually clicks on the link and books their appointments off the back of that email, then it hasn't had a very high conversion rate. In fact, it's had a very low one. So similarly, if you put a post up on Instagram and it gets a thousand likes, but that day no one booked in with you, no one knew booked in with you, you had no new inquiries, then it wasn't a convert and post, it didn't give you what you set out to do in terms your goal. Okay, so that's your conversion, the percentage of people who take action, the number of buttons, or the success of the content. Your reach is your number of views, it's your content visibility, it's your new audience. So it's how many people actually open the email, it's how many people actually put eyes on your reel or on your carousel. Okay, so this is more a metric of like how many people you've been visible in in front of. So conversion and reach are two entirely different things. Now, if you're spending a lot of time creating content right now that isn't getting results, then we need to make a shift. But in order to understand what's a shift, we first need to identify where your opportunity is. Okay, and this is all going to make sense to you now. So I want you to imagine that these are two nail tech accounts and this is on Instagram. So if you click on your own profile page on Instagram, you can, you will see it says Professional Dashboard or it should do if you are a creator or a business account. If you are not, make sure you change your Instagram right now to a creator or a business account. Once you've done that, you'll see Professional Dashboard and it will tell you how many accounts have been reached in the last 30 days. You can click on that and it will give you more specific deep drill data. But at a glance, this is great because we know in the last month, in the last 30 days, we, we know how many people our profile has actually reached. Okay, so how many. Remember what reaches reach is views, content visibility, new audience. This is just how many people have clicked onto our profile. Now I want you to Imagine these are two nail tech accounts who both converted 10 bookings each in the last 30 days. Okay, so nail tech on the left, 100 accounts reached the profile in the last 30 days, and they got 10 bookings on off the back of it. Now, tech on the right, 10,000 accounts, reached their profile in the last 30 days and they got 10 bookings. Right? So who did the best? Who was the most successful? Was it the person who reached 100 accounts in the last 30 days or the person who reached 10,000 accounts in the last 30 days? It probably felt natural for you to say that this nail tech did the best because they reached a lot more people. However, they both still only got 10 bookends. So when you look at it from a conversion perspective, the nail tech on the left, in order to calculate the conversion rate you do, you take the number of bookings divided by the number of people it reached, and times it by 100 to get the percentage. So the NASDAQ on the left is converting 10% of her audience or his audience into bookings, but the person on the right is only converting 0.1% of of people into bookings based on their content. Okay, so actually now, when you think about it, the person on the left has been far more successful with their content than the person on the right because they've converted 100 people to 10 bookings. So if they're converting at a 10% conversion rate, imagine if 200 accounts have been reached in the last 30 days. Well, then they would have had 20 bookings potentially. But this person here, they would have needed another 10,000 accounts just to get 20 bookings, which is a lot of accounts to need to reach. So the person on the left has a huge reach opportunity because their content is converting into customers. The data is showing them that their content is working. So if more people just seen it, they would likely get more customers. Okay, so their opportunity is in reach. Person on the right has a huge conversion opportunity. So their content is being seen by many. So for some reason, their content is being pushed out by Instagram. Instagram is showing their content to many people, but the data shows that those who are seeing their content aren't then becoming customers. So for this person, this is where you would look at, okay, I'm bringing all these eyes to my page, but is it clear enough for them to be able to book? And am I adding clear call to actions like, what am I doing to actually convert these people? And that's why we need the data, because we would never have known this. We would have just took two nail techs, both of them got 10 bookings. Great job, well done. But actually, we didn't know where Each of their opportunities were, or what they could do differently or what they could learn from. Until we'd done a deep dive on the data, we looked at what the data was telling us. So it's easy to just go, oh, you know What? I've got 10 bookings in the last 30 days. I'm doing well. I don't need to look at my data, but look at what that data is telling us. Imagine then if you read the data and use that to highlight your opportunities, what you could do next. It's huge. And I want to give you another example of why likes do not equal followers, clients or income. And that's why when I told you at the beginning, the number one statistic you need to focus on is conversion. Conversion has nothing to do with likes, with comments, with engagements. They, they are all vanity, vanity metrics when it comes to your content. Likes do not equal follows likes do not equal clients, and likes do not bring you income. And here is a prime example. So at Christmas, we posted two different types of content. One was on the 16th of December, and one was on the 23rd of December. Now this is on the nail tech old page. Okay? So you've got to think our ideal client or our ideal audience is an ambitious nail tech who wants to build profit and power within their nail business. Okay, so our content is categorized into themes. So we have things like behind the scenes of being a nail tech, we have things like inspiring quotes, we have nail inspo and stuff like that as our themes. Okay? So as one of our sort of relatable quotes and meme themes, we led a campaign and we went and stood. That's me there, that's my legs, and I'm holding a sign in the middle of Euston train station. And it said something like, no one is as tired as your nail tech this Christmas. So obviously a really relatable post to nail techs, because nail techs at Christmas, as we well know, are working to the bone and are often really tired. So we posted this as 6 second reels. The engagement on it was huge. It had 15,000 likes, it had 1.2 thousand saves, and over 1.2 million people played it. Okay, so the insights on this post were huge. A week later, we then posted a letter to clients. Okay, so again, this was a relatable quote post, but it was more what nail tech would want to say to their clients at Christmas. So we thought about our ideal customer. So our ideal customer was an ambitious nail tech who wanted to work on their business. And we thought, what would an ambitious nail tech be doing right now? Well, they will probably be working. They will probably be appreciating their clients. They will probably not have much time to do anything else. So what can we do that positions ourselves as a part of their day? Well, we can post a quote that says a letter to my clients that says everything that our ideal client would want to say, but doesn't have the time to say because they're so busy right now. And we put it into a quote, and it was massively shared by nail techs. Okay. Because they wanted to deliver this message to their clients. It was saved 685 times and it has 1.9 thousand likes. So both of these are great posts. Okay. But the aim of these posts was for. For us to grow our following, to grow our awareness. And at this time, our doors were closed. So what we wanted to do was bring customers, potential customers, onto our page so that we could start to nurture them. So we actually wanted them to follow us so that they could start learning who we are and what we're about throughout the month of January, when we would then open our doors at the end of Jan. So notice how this is all strategic to our overarching business goal, which is to grow our membership. And it's also strategic based on our marketing goals. Our marketing goal is to increase our following, increase ads on our page, and increase the nature of our audience so people can really start to feel like they're a part of a community before they even choose to sign up with us. So followers was one of the things that we wanted to increase, bring more people into our world. So which post done the best? Well, actually, if you look at our conversion, it's easy to think that this was a more successful post because 1.2 million people played it as opposed to the metrics on this side. Okay. However, so 778 people visited our profile, whereas this one so many less will have. Because you can see here 59 on the profile activity. So first of all, we know that this was the one that actually got more people clicking on our page. So you. If so this was more widely shared and interacted with, but people actually stuck around more for this one. People actually read what this one said. People actually came on our profile based on what this said. So much more.778 as opposed to like 59. And look at the followers. So this post got us 59 new followers. This post got us 60. So actually, which was the most successful post? The one on the right. Which one took the most Time this one because we have to go all the way to Euston Station and stand there with a sign. But what have I learned from the data is that actually our audience resonates more with this type of stuff. However, our audience actually wants to be more of a part of our world when we do this type of stuff. So static content, speaking on behalf of the nail tech, speaking directly to clients, making things feel easier for nail techs and being a part of their day during busier periods. So now I know to do more of this when it comes to next year. Does that make sense? So can you see now how reading your data is so, so, so important, especially when it comes to reach versus conversion. It does not matter if you are reaching a million people if they are not converting to customers, to students, to clients, to whatever you want them to convert to. So keep an eye on that reach, but also keep an eye on that conversion and identify where you have an opportunity. So if you are like this person on the right here, you're reaching loads of people, but you're not getting inquiries or bookings. That's when you know you have a huge conversion opportunity. You need to look at your content and start looking at your call to action, start looking at how you're converting these people to customers. If you are someone who your account just isn't getting seen, but, but when it is, you are getting bookings, then you know that you have an opportunity to get your account more seen. How can you get more seen? You can share stuff that's more relatable to your target clients. Share stuff that people are more likely to share themselves. Get your clients involved in your content so that they're sharing it. Loads of stuff that you can be doing. Okay, so hopefully this makes it a little bit easier for you now when you are dissecting your reach versus conversion data. And if you come with me to the next video, I'm going to show you more about data and more you can be understanding in order to learn from what you're doing and grow from it. And I'm going to give you the top five data metrics for you to focus on. If it all feels overwhelming, let's take all the numbers away and I'll just give you five to focus on. That will be the needle movers in your business. See you there.