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This is the second of five blog posts on how to take your ego out of content marketing.

The first was to listen more than you talk.

The second is, “Forget personal opinion. What do the numbers say?”

It says you should test your assumptions, try new methods for reaching potential patients and analyze the numbers all along the way.

We are big about metrics. We track the number of phone calls all of our customers get from every place potential patients could find them. We also track where all opt-ins come from. You can’t know what’s working (and what isn’t) if you’re not tracking.

In our own marketing, we send out messages among multiple channels and see which ones resonate the best. Then we focus on those.

Now I know some of you are saying, “I have been doing this a long time. I know what works.” What you have to realize is that sometimes you don’t know what you don’t know. Maybe what you’re doing does work, but how do you know what you are doing is working better than everything else until you test it against other methods?

If you want to attract more and better patients, test and track.



Written by rcarroll