Getting customers through the door doesn’t mean you get to keep them.
Whether you’re running a small business solo or juggling operations with a lean team, one thing is certain: you need customers. Not just one-off buyers, but people who keep coming back, and tell others about you too. But how do you get those customers in the first place? And once you have them, how do you keep them?
Marketing can feel overwhelming when it’s not your full-time job. Fortunately, there are clear, manageable steps you can take to attract the right people and encourage them to stick around.
Here are our practical marketing methods that help you get customers, as well as strategies to help you keep them.
How to get customers: Attracting the right audience
There are many ways to market your business, and not all methods are created equal for every company. What works for a coffee shop may not work for a tech start-up. The key is to choose tactics that fit your goals, your audience (read our blog on buyer personas), and the time and resources you have available.
Here are some common marketing methods to consider:
1. Social media marketing
Platforms like Facebook, Instagram, LinkedIn, and TikTok can help you reach new audiences and build your brand. You don’t need to be on every platform. Focus on where your customers spend time. Regular posts, behind-the-scenes content, videos, and user engagement (like responding to comments) can make a big impact over time.
2. Search Engine Optimisation (SEO)
If people are searching for what you offer online, your website needs to be easy to find. SEO involves optimising your website content and structure to appear in search engine results. It’s a long-term game, but done right, it can bring in steady traffic without ongoing ad spend.
3. Email marketing
Building a mailing list gives you a direct line to your audience. Offer a freebie or incentive to get people to sign up, then send useful, interesting content that keeps them engaged: tips, news, or exclusive offers.
4. Paid advertising
From Google Ads to promoted social media posts, paid advertising can help you reach a specific audience quickly. It’s especially useful when you have a time-sensitive offer or are launching something new. But it’s easy to waste money if you don’t target or track campaigns properly.
5. Content marketing
Creating useful blogs, videos, guides, or even podcasts builds trust with potential customers. It positions your business as a helpful expert, not just a seller. It also gives you more material to share via email and social media.
6. Events and networking
Face-to-face (or virtual) interactions still go a long way. Attending local events, speaking at workshops, or hosting your own meet-ups can introduce you to people who might buy from you, or refer others who will.
7. Referral and word-of-mouth marketing
Sometimes the best leads come from your existing happy customers. Encourage them to spread the word. This could be as simple as asking for a review, offering a referral discount, or sharing testimonials on your website.
Of course, there’s no one-size-fits-all answer, and a good marketing plan usually involves a combination of the above. If you’re short on time, this is where a marketing agency can help. Agencies can take the pressure off by building and managing campaigns for you. But remember: marketing doesn’t end at the point of sale.
How to keep customers: Building loyalty that lasts
You can bring people to your door, but keeping them loyal is where the real value lies. Retaining a customer costs less than finding a new one, and repeat customers often spend more over time.
While an agency can help you with visibility and communication, you are the one who sets the tone and experience. Here’s how to keep customers coming back:
1. Deliver outstanding service
No marketing can save a poor experience. Make sure your customer service is consistent, friendly, and responsive. If you say you’ll do something, do it. If something goes wrong, fix it promptly. Trust and reliability go a long way.
2. Communicate regularly
Stay in touch with customers after they buy. Whether it’s a thank-you email, follow-up call, or checking in a few months down the line, personal touches build strong relationships.
3. Ask for feedback, and act on it
Invite your customers to tell you what they love and what could be better. Use this insight to improve. Showing that you listen and adapt builds credibility and connection.
4. Reward loyalty
Whether it’s a discount for returning customers, early access to new products, or a simple birthday message, recognising loyal customers keeps your brand top of mind.
5. Create a strong brand experience
From your tone of voice and visual branding to your delivery and packaging, every customer touchpoint should reflect your values. This consistency helps customers feel confident about what to expect from you.
And as a reminder…
Marketing isn’t just about getting more people to notice you, it’s about attracting the right people, giving them a great experience, and making them want to stay.
Even if you don’t have a dedicated marketing person, small, consistent actions can make a big difference.
If you’re not sure where to start, working with a marketing agency can help you build momentum and free up your time.
But remember: once that customer walks through the metaphorical (or literal) door, it’s up to you to make them feel valued and eager to return.
