You pride yourself on being on top of tracking web traffic on your site. You know where people are coming from and what they’re doing once they land on your site. But what do you not know about the people you’re failing to capture?

Do you know where your marketing efforts fall short, or which channels could potentially bring you tons more business that you’re currently ignoring?

Verizon, in conjunction with Small Business Trends, conducted a survey of Philadelphia small business owners in May of 2014. One question was asked about how customers find out about their businesses.

Verizon graph on customer sources of business

Some of the responses were obvious, including online search and word-of-mouth. But which of these are channels you might not be nurturing properly?

Start with What’s Easy

If you look at this graph and see a few areas that you’re not doing much to find leads on, pick the low-hanging fruit and see what results you can get.

For example, if online search isn’t a channel for you because you don’t have a website, get one! Ten percent of those business owners surveyed said they didn’t have websites, mainly because they seemed technical or expensive to develop. That doesn’t have to be the case, as tools like WordPress offer easy content management and themes you can customize.

If you’re not seeing a substantial amount of your business from word-of-mouth, encourage your customers to spread the word or give you referrals, perhaps through a referral program where you offer discounts for customers that bring you new business.

Even marketing tools that take a back seat to new, shinier resources like social media are worth exploring. Look into newspaper ads, YellowPage directories, and direct mail if they’re an appropriate fit to reach your demographic. After all, when it comes to finding new business, that old adage about leaving no stone unturned certainly applies.

Pay Attention to Results

Now, not all of these strategies will work for your brand, so measuring is key to really honing your technique and focusing on those that bring you the best results. If, for example, you take out an ad in your local paper for three months with not one call as a result, cancel your ad and try something else.

But before you make any changes to what you’ve been doing, take a benchmark of where you are in terms of web traffic, social followers, and customers. Then, try one new strategy at a time, so you know exactly where any bump in these numbers comes from. As you add the tools that prove themselves to your overall marketing strategy, try another one to see if it helps your business grow too.

It’s not always knowing what is working that’s important in helping your business succeed. It’s also imperative to explore what you don’t know in terms of where you might be overlooking opportunities to find new customers.

See also more tips on how to create word of mouth for your business.  Also, check out the Verizon Small Business Blog which has more insights from this survey and more advice about customer service and word of mouth.