STEP 5.2: A CASE STUDY
Finds Her Levers
Isabelle is getting great feedback from her first clients, but she's not sure how to get more. She's busy on LinkedIn, but is it leading to sales? She needs to identify the few metrics that truly matter.
The Challenge
How can Isabelle know where to focus her limited marketing time? She needs a simple way to measure what actions lead to new clients for her "Brand-in-a-Box" service.
The Action
1. Acquisition KPI
"The best metric isn't likes or connections; it's the number of downloads of my 'Brand Consistency Checklist' lead magnet. This tells me if my content is attracting the right audience."
2. Activation KPI
"The key action is booking my entry-level 'Brand Clarity Workshop.' So my activation metric is the workshop sign-up conversion rate from my email list."
3. Retention KPI
"My onboarding process asks for a testimonial at the end. So my retention metric is the number of client testimonials collected per quarter. This measures client happiness and fuels future sales."
The Outcome
Isabelle creates a simple spreadsheet to track her three chosen KPIs. Now, she can clearly see the path from a LinkedIn post to a happy client, allowing her to focus her efforts on what works.