You spend hours crafting the perfect Instagram post, selecting the right words and hashtags, choosing the best image, and even scheduling it at the “optimal” time. But when you check back later, the engagement is… disappointing. Or maybe you launched an email campaign, excited to see clicks rolling in, only to find that hardly anyone opened it. Sound familiar?
It’s easy to let numbers define how we feel about our business. When a post doesn’t perform well, when website traffic dips, or when sales aren’t where you want them to be, it’s tempting to question everything you’re doing. But here’s the truth: numbers are just one tool. They give us insights, but they don’t tell the whole story. They shouldn’t dictate how you run your business or how you feel about your progress. Instead, think of them as a compass that can help you navigate, but not the map that defines your entire journey.
Let’s explore how numbers can actually help you grow and learn without discouraging you.
What Metrics Really Tell You (And How to Use Them to Your Advantage)
Small business owners often feel pressured to chase metrics due to financial stress, competition, and the fear of failure, to name a few. Metrics, whether they’re social media analytics, email open rates, or sales numbers, can seem like a harsh judge. When things don’t go as planned, it’s easy to feel like you’re failing. But what you might not realize is that every low number, every underperforming post, and every campaign that didn’t go viral is actually an opportunity to learn.
They Show You What’s Not Working… Yet
Low metrics don’t mean your business is doomed. They simply point out what’s not working right now. But remember, “yet” is the key word. This is your chance to tweak your approach, try something new, and explore alternative strategies until you get it right.
They Encourage Experimentation
When something doesn’t work, it’s easy to feel discouraged, but these numbers are the perfect opportunity for experimentation. They give you permission to try different tactics, whether that’s a new type of content, a different promotion, or adjusting your target audience. Testing is part of the journey, and every experiment gets you closer to finding the right formula for success.
They Help You Refine Your Strategy
Metrics provide valuable feedback that helps refine your overall strategy. If one email campaign performs better than another, you can break it down: Was it the subject line? The call-to-action? The time of day? These insights are important in building a better approach.
They Don’t Define Your Success
A low-performing post or email campaign is just a small piece of the puzzle. Your success is built over time, not on a single number. Your persistence, learning, and growth matter much more than any isolated stat. Keep going, keep improving, and keep adjusting your strategies. Those small steps will eventually lead to bigger results!
They Can Be Misleading
Not all numbers are equal. Sometimes metrics can be misleading. A post that doesn’t get much engagement might not reflect the actual value you’re providing. Maybe your audience isn’t engaging on that platform, or maybe they’re consuming content in a different way. Perhaps a post is performing really well, but actual sales aren’t coming in. Don’t take numbers at face value. Context matters.
Actionable Steps to Keep Moving Forward
Now that we’ve explored how metrics can be both helpful and tricky, let’s take action. Here are some practical steps you can implement today to start using numbers to your advantage:
1. Social Media Post Didn’t Perform Well?
Instead of thinking, No one cares about my content, ask:
- Was this the best time to post?
- Did I use an engaging hook in the caption or a story to pull the audience in?
- Did I invite people to interact (ask a question, include a CTA)?
What to Do: Experiment with different posting times, content styles (carousel, video, text-based), and audience engagement tactics. If video content resonates more with your audience than images, double down on that. Track what works over time, and continue adjusting based on the feedback.
2. Email Open or Click-Through Rates Are Low?
Before assuming email marketing isn’t worth it, (Btw, it still is!) consider:
- Was the subject line compelling?
- Is my list segmented properly, or am I sending the same message to everyone?
- Are my emails ending up in the spam folder?
- Am I sending emails too frequently… or not enough?
What to Do: There are a number of reasons why your email rates are low. A/B test subject lines and send times to discover what works best. If your open rates are still low, think about segmenting your audience further or offering more personalized content. Tailoring your message makes your email more appealing and relevant to the reader. And listen to this podcast episode to learn more.
3. Sales Numbers Aren’t Where You Want Them to Be?
Instead of panicking, ask:
- Have I clearly communicated the value of my product or service?
- Is my pricing aligned with what my ideal customer e is willing to pay?
- Am I targeting the right people with my marketing?
- Does my product or service solve an actual problem they’re experiencing?
What to Do: Gather feedback from existing customers, and adjust your messaging accordingly. Test different pricing strategies or promotional offers to see what resonates best with your audience.
Shifting Your Mindset: Numbers as Opportunities, Not Roadblocks
The best business owners aren’t the ones who never struggle with numbers; they’re the ones who embrace the numbers and use them to adjust and improve.
Instead of thinking, This didn’t work, I should stop, reframe it as, This didn’t work, what can I learn from it? Small tweaks over time compound into massive growth.
Most successful businesses had slow starts. They tested, adjusted, and figured out what worked–and what didn’t. The businesses that thrive are the ones that keep going, using numbers as a tool rather than a reason to quit.
Continuous learning is essential, whether you’re trying out new marketing strategies, joining free workshops, or just keeping up with industry trends. Make it a habit to explore fresh ways to grow your business. The more you learn, the better you’ll get at understanding what works for you and your audience.
Start Improving Your Metrics with the Free List Building Challenge
If you’re looking to build a more engaged audience and start seeing better results, consider joining our Free List Building Challenge. This is a great way to start improving your metrics and insights by focusing on building a solid email list of your ideal customers. It will help you understand your audience more authentically and customize your marketing strategies for better engagement and conversions. Sign up here to get started.
Keep Going and the Results Will Follow
Every successful brand has had underperforming content, low sales periods, and unexpected setbacks. Every social media account starts with zero followers. What sets them apart is how they respond. Your business isn’t built on one number; it’s built on persistence, learning, and growth.
And remember to keep serving the people who are reading and responding to your content. If you’re serving even a few people with outstanding content and service, your business will grow.
