There are at least five things that may get in the way of generating referrals. Spoiler alert – one might be staring back when we look in the mirror. Not long ago, Mark Tibergien joined Steve Wershing and I on our podcast, Becoming Referable. Our conversation reminded me that generating referrals is not about a single tactic but a reflection of how you’ve built your business and your brand.
When it comes to designing a client experience, we tend to approach from the ‘inside looking out’, focusing on the needs of our clients and the communications and activities that we can provide to support them. Not a bad plan. I’d argue, however, that you also need to approach client experience from the ‘outside looking in’ and focus on if and how you’ve structured the business to support the needs of those clients.
Mark Tibergien is Chief Executive Officer of Pershing Advisor Solutions, prior to which he was a principal at Moss Adams LLP. Mark has worked with hundreds of public and private companies on matters related to business management, transition planning and strategy formulation, since 1976. Among his long list of industry accolades, he was named The Most Influential Person in Financial Services by an Investment Advisor survey in 2017, and was on InvestmentNews’ Icons and Innovators list in 2016.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".