5 simple rules that turn numbers into referrals

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Guest article by Elizabeth Carr

Finding Customers In Data –  5 simple rules that turn numbers into referrals

Rule 1: Know what data you have

Don’t guess. Know and track the facts. Here are example for data

  • E-mail lists
  • Current patient stats
  • Group affiliations
  • Social network following
  • Website traffic
  • Previous cycles
  • Word-of-mouth
  • Advertisements

What do your data sets show you? Who are the customers in each set? How do those customers interact with you?

Rule 2: Organize & Leverage

Something as simple as a Google doc or Excel spreadsheet will allow you to map the data and visualize it so you can get a better picture of who your customers really are.

From there, segment your customers. Maybe you have one group that wants your newsletter and one that is interested only in new products. Organizing this data will help you figure out what kinds of communications or marketing your customers want.

You don’t need a fancy CRM to organize your data, although those can be handy for one-stop data aggregation.

Rule 3: Make your social network WORK

Don’t create another social platform simply because you think you should, or because everyone else in your space has one. Define what you want out of each social platform, and craft a strategy to get there.

  • Do you want to gain new customers?
  • Increase referrals from current customers?
  • Do you want to set yourself apart from your competitor?

Don’t just think of these as content vehicles, think of them as another data collection point. Use surveys. Use questions. Use engagement as a measurement. Is your social network driving business? Is it the right network for your customers?

Rule 4: Connect with influencers

Engaging with big players in your industry can be an extremely effective way to garner a wider share base. After all, if you can get the attention of a thought leader or an influencer, you have the chance to capture their fans and friends, as well as establish trust and credibility.

Reach out to appropriate bloggers or entrepreneurs at conferences or over Twitter, send them relevant and interesting content that might pique their interest. Think about the influencers spheres around you — build out from your base.

Rule 5: It’s OK to make your own rules

Experiment! Some of the best discoveries in the world have been by accident. If you want to know if something works, try it. See if it sticks. If it fails, move on. But know you know. And as GI Joe said “knowing is half the battle.”

Questions? Or need help with a strategy?

Elizabeth Carr (@EJordanCarr) is Director of Communications & Marketing at  MAB Community Services and Consultant.

Contact Elizabeth: eliz.carr@gmail.com


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