Customers are the foundation of any organisation, so here’s how to entice them and, more importantly, keep them on board

Getting your small business off the ground is no small feat, and without the support of a loyal customer base, it’s pretty much impossible. Growing your customer base and retaining their interest and support is essential to long term business success, and there are plenty of actions you can take to boost the relationship between your business and your customers – and bring more customers on board over time.

Here are five ways to build your customer base as a small business.

Promote, promote, promote

You can have the best business in the world, but if no one is aware of your services and products, you may as well not exist. Promotion is essential to business growth, especially social media, but make sure you do your research and promote smartly, rather than just throwing money behind a post and hoping for the best.

Consider which content best represents your brand, what you want your customers to know, and what’s going to grab your attention. Understand who your target audience is and tailor your sponsored content to meet their requirements and interests.

Remember that part of promotion is trial and error, so be sure to monitor your results closely and bear them in mind for next time so you can learn from any mistakes or misjudgements.

Utilise social media

Social media is the most powerful tool for businesses looking to spread the word about their services, but you need to know how to use it. Again, this comes down to your target audience, which will inform everything from the tone of voice you use to the platform you choose to provide content for.

A Business to Business financial company may wish to make LinkedIn their platform of choice, while a local bakery may feel more at home on a visual platform like Instagram. A business tailored to younger customers might aim to dominate TikTok.

Wherever you set up your brand online, be sure to create a consistent flow of content that is recognisably your business.

Find your niche

Ask yourself what your business provides for its customers that no other brand can offer. Leaning into what makes your business unique will work wonders in helping you entice people to your organisation, and keep them coming back. What is your unique selling point? How do your services, products and prices match up against those of your competitors? If you don’t have the answers to these questions, you need to find out.

Treat your customers individually

One of the benefits of being a small business is that you’re in a better position to interact with customers on an individual level. While big brands often rely on blanket statements and automated email responses, small businesses are in a position to get to know customers on a personal level and provide personal responses to their enquiries. Not only does this remind your customers that there is an actual person behind the services they are using, but it also helps to form a bond that will make your customers less likely to shop elsewhere for similar services.

Reward customers for their loyalty

When you are blessed with loyal customers, be sure to let them know how much you appreciate their support. There are plenty of ways to do this, from free gifts to VIP programmes and more. Even an email expressing your gratitude after their 5th/10th/20th purchase can help to cement the bond you’ve formed with them.

Need some help with building your customer base?


The team at TEDCO Business Support has helped thousands of businesses to grow, supported by the European Regional Development Fund (ERDF), so we’re here to support you.

Get in touch today to see how we can help you. Give us a call on 0191 516 61 02 or drop us an email at

What we offer

TEDCO offers one-on-one support provided by a dedicated team of business advisors and a range of pre start seminars available to clients who are taking the first steps into self-employment. This could be looking at an initial idea and developing it further, looking at how to start a business plan, business competitors, business marketing.

Are you eligible?

If you are looking to start and grow a business we’d love to hear from you. Our friendly team of experienced Business Advisors are on hand to take your call to discuss the support available.

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