Shop Talk reporter Virginia Bridges asked small-business owners what data they review on a regular basis. This is what they said.
▪ “Since most of my business comes from events that I attend where people are able to meet me and discuss what I do, I keep track of the cost of the event and how many new clients I received from my participation,” said Melanie Hampton, a cat and dog massage therapist and owner of mobile business Serenity Pet Massage. “I created a spreadsheet to track this information allowing me to determine which events I will participate in the next year and which ones I will pass on.”
Hampton said she also tracks work referrals to reward her clients with credit and looks at her income and expense report weekly.
▪ “We recently implemented an email marketing program,” said Kim Davis, partner at Raleigh payroll services firm The Paystub People. “We send out payroll and related (human resources) content to prospects, referral partners and current clients. I review the opens and clicks to see what topics are of interest to our recipients. We use that data to tailor marketing to that particular individual.”
They can also divide their recipients into categories such as Shop Local Raleigh Members, chamber members or association members. The strategy allows them to see what sector, the firm is having success with and where we need to change strategy.
▪ “We use Google Analytics and Bitly for social media/email marketing,” said Ray Malouf, COO of Nüvonivo, a downtown Raleigh clothing store for babies and kids. “Since we have launched our website three years ago, we have been able to bring in more of what our customers want both online and in store.”