This blog is inspired by an intropreneur submission about managing energy in your business and not wanting to meet new people all the time, plus exhaustion from interaction.
I FEEL you.
The mistake a lot of entrepreneurs make is putting so much on ourselves.
We start our business and everyone says we have to start to a blog and a podcast, open every social media channel, and create content in every corner of the internet. Plus, we have to network to get work and manage relationships. On top of ALL that we actually have to do the work and manage the operations of our business.
I mean, we are capable, but we aren’t superhuman! All of that is a recipe for burnout.
The common mistake entrepreneurs make is pulling ourselves in many directions, instead of focusing on the tasks that create RESULTS.
Everything we do for our business is energy, some tasks drain and some replenish. But ultimately knowing what is driving results for your business allows you to prioritize those tasks.
Figure out where your clients or customers are coming from
If you’re a service business, make a list of your clients and write down what way or platform they came from. Is it Instagram or Facebook? Is it a referral or networking connection? Is it from your email list?
You’re bound to see a pattern here and that will lead you to the tasks you should be spending more time on in your business. Even make it a question when people purchase from you. Ask them where they found you so you know for sure. This is valuable knowledge to leverage your energy in the most efficient way possible. We have finite time and energy, so the kinder we can be to ourselves and grow our business, the better.
For instance, I’ve gotten a lot of clients from FB groups and I wouldn’t have even guessed that if you asked me. But I made a google sheet and that was the pattern. So, more focused energy goes there. I spend time authentically engaging and supporting people there when I can. This build trust and strengthens those relationship with a potential to work together.
Recognize the Purpose of Each Channel
Each marketing channel has a unique purpose. Some can overlap, but generally they are doing one of three things: acquiring new customers, converting customers, and/or retaining customers.
This can become clear with observing and measuring each channel. For example, for my business Instagram is an acquisition platform. That is the channel where I acquire the most leads who I send to other channels to nurture and convert into a sale. My conversion channels are my email list and a sales page. Those are channels where I turn a lead into a a customer or client. I also retain my clients on Instagram and email, where I add value over time without a sales ask. Some channels can overlap.
This is the less creative aspect of having a business, but it’s important to map out your customer or client’s journey through your business.
RESIST the shiny objects
There are a lot of opportunities that will come up, especially on social media, that will look amazing, but it’s important to analyze if they are worth your time.
Our time is limited and our energy even more so as introverts, so being analytical in these instances can save us both.
Some questions to ask yourself when a person or shiny object wants you to give them your time…
Does this person’s audience mirror yours?
Is this person looking to collaborate or just meet?
Is this webinar or training going to be mostly fluff?
Does this collaboration or partnership align with my values?
These are all super important because if they don’t, remember what’s actually contributing to your business and focus on those things.
Take the time to measure and reflect in your business
This can be daunting, boring, and scary. Blissful ignorance can feel more comfortable than actually taking the pulse of our business or marketing through numbers.
But you won’t know what’s working if you don’t reflect.
So decide what you need to measure to get that snapshot of your business. Is it engagement on social media? Is it email subscribers? Is it blog comments? Is it podcast reviews or downloads? is it sales? Is it website visits? Maybe email subscribers are your best leads, and if that number stops growing, it’s time to decide what isn’t working anymore, and better yet, pay attention to what is! If your blog converts well for you and those conversions increase, see what’s making that happen and do more of it.
Once a month take the time to measure your business so you can channel your energy into tasks that grow your business.
I hope this blog has been nothing but freeing for you in your biz! Empower yourself to avoid burnout in your business, which leads to inconsistency in your marketing, by really looking at the numbers.