Marketing Metrics That Matter: Don’t Get Lost in the Wrong Numbers


January 12, 2024

Claire Moorhead


Are you a fellow service provider? Have you been posting on social media for a while but feel like it’s just not working? Or feel deflated that you’re following’s not growing fast enough or that you haven’t had that elusive viral reel?!

I’m going to call it – you’ve been fixating on the wrong metrics. It’s easily done. We’ve all been there, right? But it’s time to zoom out and focus on what truly matters for success. 

Number of followers and likes? These are what we call vanity metrics. And these are best kept for influencers. 

As a service provider, you need to start thinking more like an entrepreneur rather than an influencer. 

What’s the difference I hear you ask. Ok, let’s dive in.

What is an influencer?

An influencer is a content creator who has cultivated a dedicated following based on their expertise, lifestyle, or interests. They collaborate with brands, promote products, and thrive on engagement, aiming to influence their audience’s opinions and purchasing decisions.

What is an entrepreneur?

An entrepreneur is a business owner who leverages social media as a tool to drive business growth. They’re focused on measurable results, aiming to convert followers into customers, generate revenue, and uses & optimises their social presence to support their business objectives.

Influencer vs. Entrepreneur on Social Media: What’s the Difference?

Influencer vibes are all about the spotlight, the likes, and the followers. It’s a bit like being the life of the party! They often measure success in terms of vanity metrics like:

Follower Count: The bigger, the better, right? Not necessarily! Having a massive following doesn’t always translate to engagement or sales.

Likes and Comments: It’s easy to get caught up in the thrill of double-taps and comments flooding in. But are they driving meaningful actions or just passive interactions?

For example, picture a fashion influencer with 100K followers. Every post gets thousands of likes, but when they promote a product, the engagement drops, and sales remain stagnant. Ouch!

Now, the Entrepreneur mindset is a different ball game. It’s about strategy, value, and conversions. They’re interested in metrics that directly impact their bottom line such as:

Engagement Quality: It’s not just about numbers; it’s about who’s engaging. Are they your ideal audience, genuinely interested in your product or service?

Conversion Rate: This is the holy grail! How many of your followers convert into customers or leads? 

For example, an entrepreneur running a small online business might have only 2,000 followers, but a high conversion rate with 10% of them consistently converting on their website. They focus on building relationships and providing value, resulting in a steady stream of sales – happy days!!

Ultimately, both roles are essential in the social media landscape. However, it’s crucial to understand your objectives and choose metrics that align with your goals.

Remember, the right metrics steer you toward success, so focus on what truly matters for YOUR journey.

Keep rocking those social platforms and remember, it’s not just about the numbers – it’s about the impact you make! 🚀✨

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