As you might know, KPIs are metrics that help determine how well we’re doing in accomplishing business objectives. Good KPIs predict the future and tell the story of where we are versus where we want to be.
When you regularly produce content for a growing audience, you choose your key performance indicators (KPIs) whether its a conscious decision or not.
Either way we usually get them wrong.
Businesses focus on specific KPIs to the detriment of their reputation, business health, or future. Over the years I’ve noticed some things about KPIs and wanted to use these emails as a way to talk through them, so you can pick really good ones to help you achieve your goals.
“I don’t have KPIs”
If you don’t think you have KPIs, it might be worth thinking through what types of quotas you have for yourself in your business.
Just having a publishing and promotion regimen means those are your KPIs – publishing frequency, a rough feel for engagement/response/shares on what you’re putting out there, maybe you check Google Analytics occasionally and then quickly exit after clicking around a bit.
Maybe you try to launch a new product each quarter or relaunch a refreshed product every year.
Not great KPIs
For whatever reason, when we start to focus on “massive growth” over business and personal health, we end up focusing on KPIs that often backfire.
It’s incredibly easy to get tunnel vision on funnel metrics around impressions, traffic, email signups, or *whatever*.
This week is all about choosing what to care about based on your long term goals for your brand.