Data, Analytics and Making Decisions with Alignment in Mind with Pri Kruijen of Brilliantly Visible
Episode 559: Show Notes
Today on the podcast, we have Pri. She’s an award-winning SEO strategist, Google Analytics expert, and Founder of Brilliantly Visible. Pri is based in London, and her work is frequently shared as an example of best practices in action at industry events in the UK. With her signature PROPS method, Pri helps people build out datasets and create simple, automated metric dashboards that help them answer some of the most important questions they have in their business: what are my results, and how am I getting them? Those are two really helpful things to be mindful of in your business when you are growing from a data and analytically-driven place, but also in a place that’s in alignment with how you want to run your business and the decisions that you want to be making. If you have been avoiding looking at your data to see if you are actually getting the results you want, or if you are feeling overwhelmed about how to make decisions based on the results you are getting, this is the show for you! You will walk away with so many tips on how to make smart, intentional decisions in your business.
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How Data Helps at Different Stages of Business
So many people are just running their business blind, so what Pri shares with us can really go a long way in helping shed light on some things. Like so many of us, Pri is a creative person and admittedly bad at math, yet she was able to make numbers fun for her by finding patterns. When you are at the beginning of your business, analytics can help you get past the overwhelm and guide your decision-making, and when you are further in, it can help you scale. At the early stages, you are building an audience and converting to sales, which is why Google Analytics is so great. The four pillars and metrics Pri believes businesses should focus on are traffic sources, generating leads, selling, and income sources. So often though, people get their Google Analytics set up incorrectly or don’t know what to do with the data they have gathered, which is why it is important to make sure you understand it properly or get someone to help you make sense of things.
Can Data Help You Before You Have Even Sold Anything?
Often, the little things are what move the needle, but these are frequently overlooked. Pri suggests understanding where you are spending most of your time. If you are spending 60% of your time on Instagram and it’s not generating sales, then you need to move on. You also have to understand how your business aligns with who you are, so if you are not a video person and things are moving in that direction, you might have to reconsider. There are so many results that you can get even before you have made a sale. UTM parameters can help you identify where the traffic is or isn’t coming from. Maybe you have to do better market research; do people even want the product that you are offering? Perhaps you have not even thought the product through, and you need to tweak it again before trying to sell it. So, we are all trying to chase the next viral piece of content, but how can you leverage this to help you sell products? Ideally, the content should be aligned with what you are trying to sell. What you want to keep in mind is asking the audience for something so that you can get them further down the funnel. Your call to action has to be clear, not hidden somewhere on your page. It is time to get creative around how you grab people’s attention to get people to engage.
Surviving the Fast-Paced Business Landscape
Things are changing and constantly on the go more than ever in business, so it is vital to stay consistent and be ok with testing and learning. You are never going to learn anything new if you keep doing the same thing. Marketers have got to stop planning so far ahead because things are moving at breakneck speed. This is not to say you should not plan, but there has to be flexibility when it comes to your content. Again, this is why metrics are so valuable because they help you move past the trends and understand what actually works. For example, Pri bought a Clubhouse course, but the platform has not endured as we come out of the pandemic. So, by having insights into the data and metrics, you will not make rash decisions and follow trends that aren’t going to be around for that long.
Balancing Data and Intuition
You can fall into the trap of relying on data too much, where you end up making decisions that do not align with your brand and who you are, which is why it is important to strike a balance between data analytics and what feels good. Pri shares how she manages to strike the balance and admits that it is something that she struggles with. As an example, for her, being a guest on podcasts helps drive traffic, but this does not mean she is going to appear on every podcast that comes her way. So, in trying to balance things, she is going on podcasts that resonate with her, merging the data and her intuition. Understanding astrology has helped Pri honor her energy and leverage both the masculine (data) and feminine (intuitive) sides of herself as a business owner.
You Don’t Have to Use Every Strategy in Your Business
Google Analytics produces so much data that people often want something visual to be able to make sense of things, which is why Google Data Studio is so great. For Pri, when she started using visuals, this is what really helped her see patterns and understand how to replicate things. Many business owners are overwhelmed because they feel like they have to do all of the things, but you should only do what makes sense for your business. Not everything works for your brand or aligns with you. You get to decide how to run your business. As business owners, we are often juggling so many things at once, so it is vital that we make our sales as simple and streamlined as possible. For Pri, she has stopped a lot of her marketing and focuses her efforts on Instagram, and this has reduced her workload, while not affecting her bottom line. It is all about streamlining and simplification!
Quote This
Numbers are fun. It’s all about finding patterns. If you can find the pattern, you’ll understand numbers.
Highlights
How Data Helps at Different Stages of Business. [0:04:02.1]
Can Data Help You Before You Have Even Sold Anything? [0:10:53.1]
Surviving the Fast-Paced Business Landscape. [0:21:07.1]
Balancing Data and Intuition. [0:31:33.1]
You Don’t Have to Use Every Strategy in Your Business. [0:38:10.1]
#TalkStrategyToMe [0:43:23.6]
Look at your traffic, the sources and how much they are converting.
Decide what you want to track and then create a system to track it.
Automate this process rather than trying to do it manually.
Set up a time where you will look at your data and decide on actions you will take.
ON TODAY’S SHOW
Pri Kruijen
Brilliantly Visible
Website | Instagram | Facebook
Pri Kruijen is an award-winning SEO Strategist and the founder of Brilliantly Visible. Based in London, her work is frequently shared as an example of best practices in action at industry events in the UK. Pri helps entrepreneurs create marketing measurement plans to scale sustainably to 7-figures without adding more to their busy schedule. Despite having access to unlimited data, her clients often struggle to make sense of what their numbers mean and how to use them efficiently to grow their profits and increase their team's productivity. Using her signature PROPS method, Pri can take her client's large data sets and create a simple and automated metrics dashboard that helps answer the most important questions they want to know in business - what are my results, and how am I getting them? When Pri is not supporting CEOs to scale their business, she's cooking up a storm in her kitchen, meeting friends for Margs and tacos or watching Spanish series on Netflix.
KEY TOPICS
Data, Analytics, Decision-Making, Numbers, Scaling, Sales, Conversion
