Tag: small business grwoth

In my previous blog, Making Your Presence Known, we discussed ways a new business can announce its arrival and attract its first customers. Once people know your business exists, the next challenge is turning awareness into customers and continuing to grow your customer base over time.

For established businesses, the challenge is somewhat different. Former customers already know the business, but potential customers generally fall into one of three categories. Each group requires a slightly different strategy.

• Former customers who stopped doing business with you
• One-time customers who never became regular customers
• People who have never heard of your business

There are several businesses I like that I have not visited in a long time. In some cases, I simply forgot about them or became distracted by other options. Then something sparks my memory, and I think, “Wow, I haven’t been there in forever, and I really like that place.”

Earlier this year, my husband and I returned to one of our favorite restaurants. We had only visited about once a year for several years because we were trying to follow a lower-carb lifestyle. When we dined there in January, we discovered several new menu items that fit our healthier lifestyle, and they were delicious. We have already returned several times this year. Had we known about those low-carb menu options sooner, we might have become regular customers again much earlier.

Sometimes bringing former customers back is as simple as reminding them that your business is still there and offering something they value.

Bringing Former Customers Back

If you have a customer loyalty program, you may be able to identify customers who have not visited in a while. Consider sending a “We’ve Missed You” email along with a coupon or special offer to encourage a return visit.

Use your social media platforms to announce new products, services, menu items, or improvements. Consider boosting important posts or running targeted ads to increase the likelihood of reaching former customers who no longer regularly follow your page.

Service businesses often face a different challenge because many services are only needed occasionally. One way to reconnect with former customers is by introducing new services, especially preventative maintenance programs or ongoing service packages that encourage repeat business.

Reaching New Customers

Attracting people who have never done business with you requires a broader approach.

Sponsor Local Events

Community events provide excellent opportunities to increase visibility. Consider sponsoring events that support well-loved charities or causes.

In my area, events such as the Marine Corps Half Marathon and fundraisers supporting animal welfare or river conservation attract large crowds. Some local businesses hand out bottle of water with custom labels at races or distribute bags of dog treats at pet-related events. These simple giveaways help create positive impressions and increase brand awareness.

Use Direct Mail Strategically

Consider placing coupons or promotional offers in mailers that are delivered to homes near your business. Focusing on nearby neighborhoods can help maximize your marketing dollars and attract customers who are most likely to visit.

Build Referral Partnerships

Connect with non-competing businesses that serve the same customer base. Develop a referral network with businesses you trust.

This strategy works well for service businesses. For example, a lawn care company might develop relationships with plumbers, HVAC contractors, power washers, carpet cleaners, and handyman services. Each business serves homeowners but offers different services.

Create Collaborative Packages

Partner with other local businesses to create packages that combine products or services. Retail stores, restaurants, spas, salons, and personal service providers can work together to create attractive gift packages for birthdays, anniversaries, holidays, and special occasions. These partnerships expose each business to new audiences and create unique offers that attract attention.

Marketing Tactics That Help Attract More Customers

As you develop a strategy to reach former and prospective customers, keep these marketing principles in mind.

Clarify Your Message

Clearly communicate your value proposition. What problem do you solve, and why is your solution better than the alternatives available to your customers?

Your marketing should answer the question: “Why should someone choose your business?”

Define Your Target Audience

Be specific about the customers you are trying to reach. Your target audience might include:

• People who live within a certain distance of your business
• People in a certain time of life, such as teenagers, seniors, or parents with young children
• People with a particular interest, such as outdoor enthusiasts, book lovers, quilters, photographers, or athletes
• People within a particular income range

The more clearly you define your audience, the easier it becomes to craft messages that resonate with them.

Include a Clear Call to Action

Tell people exactly what you want them to do next.

Examples include:

• Visit our store
• Schedule an appointment
• Call for information
• Subscribe to our newsletter
• Shop online

Never assume customers will know the next step.

Make It Easy to Contact You

Customers should be able to quickly find:

• Your business hours
• Your location
• Your phone number
• Your website
• A way to reach a real person

Whenever your hours, contact information, or methods of communication change, update your website, Google Business Profile, and social media platforms immediately.

Also review online directories such as Google, Yelp, and other online business listings to ensure your information is accurate and consistent.

Educate Your Customers

Blog posts, videos, FAQs, and educational content help establish credibility and build trust. If you provide professional services, consider publishing your blog posts on LinkedIn in addition to your website. Then share that content across your social media platforms to increase its reach and visibility.

Make Your Message Memorable

Consumers are exposed to thousands of marketing messages every day, making it easy for businesses to blend into the background. To stand out, use compelling graphics, engaging videos, memorable headlines, or music that captures attention.

The goal is not simply to be seen—it is to be remembered.

Be Consistent

Marketing is rarely successful after a single exposure.

The marketing “Rule of 7” suggests that people often need to encounter a message multiple times before taking action. For customers already familiar with your business, the number may be closer to three to five exposures.

Either way, consistency matters. Former customers and prospective customers need regular reminders that your business is ready to serve their needs.

Final Thoughts

Attracting new customers and bringing former customers back requires consistent, intentional effort. The good news is that many of the most effective strategies are simple and affordable.

By staying visible, communicating clearly, and consistently reminding people of the value you provide, you can strengthen customer relationships and continue growing your business.

I hope these ideas help you attract new customers, reconnect with former customers, and build a stronger customer base for years to come.