Anna Stella is a two-time national award-winning marketing expert, academic researcher, and CEO of the global marketing outsourcing agency BBSA. Anna has 20+ years of experience within the B2B, B2C, and non-profit industries. Clients include Volkswagen AG, the Government, the European Union, RICS, and Rational AG, just to name a few.
As a business owner wanting to grow new business opportunities, you have to get comfortable with putting yourself out there. Significant business growth often depends on acquiring new clients, which can be costly. Yet, the costs of gaining new customers are often less than the potential losses from neglecting existing ones. That’s why prioritizing client retention over constant acquisition is not only wise but the foundation of stable businesses.
Five strategies for small business growth and customer retention
1. Get feedback to boost customer retention
Understanding customer preferences can seem challenging, but real in-depth customer knowledge comes from client feedback. Customers appreciate being asked for their opinions, which signifies their thoughts are valued and makes them grow closer to your brand. Encouraging feedback facilitates product development, helps improve your marketing and sales, and emphasizes your commitment to customer satisfaction.
2. Personalize the customer experience
Have you ever heard the old marketing adage, “If they don’t know you, how can they fall in love with you?”
Just as a friend who truly understands you creates a special connection, customers seek a similar relationship with businesses. Repeat customers want to feel valued and appreciated, reflecting their continued support. Just as you would with friends, to build a meaningful relationship with your customers, you need to showcase your brand’s human side by connecting with them in relatable ways.
3. Embrace mistakes: The importance of apologizing
In sales, it is often said that you are not trying enough if your conversion rate is 100%. This principle applies to customer support as well; as your client base grows, so does the likelihood of making mistakes. Despite efforts to avoid errors, they can and will still occur. What matters most is not the mistake itself but how you handle it, as errors can become marketing opportunities.
4. Encourage word-of-mouth recommendations
Effective marketing relies heavily on generating positive word-of-mouth and referrals for your products. For small businesses with limited marketing budgets, word-of-mouth is one of the fastest ways to business growth, but this can be challenging, especially in early business stages. A viable strategy to enhance brand awareness is to implement a referral program, showcasing positive customer testimonials on your website and social media, and encouraging satisfied customers to share their experiences. Happy customers are more likely to recommend your business both online and offline, thereby building customer loyalty.
5. Simplify returns and refunds
No product is perfect, but nothing builds client trust and customer loyalty as fast as promptly managing returns and refunds. Treating customers well, even when wrong purchases happen, demonstrates that you value their satisfaction beyond merely completing a sale and, if managed promptly and well, can lead to customers purchasing again.
Anna Stella, Marketing Expert, Founder
Anna Stella is an award-winning marketing expert, academic researcher, and founder of the global marketing outsourcing agency BBSA. She is also the president of the BASA Awards and host of the hit YouTube show “The Best of Business Show.” Anna has more than 20 years experience in the B2B, B2C, and non-profit industries. Notable clients include Volkswagen AG, the Government, the European Union, RICS, and Rational AG, to name a few.
Anna holds an MBA in Marketing from Henley Business School, a Master’s Degree (MA) in Strategic Marketing Management from Kingston University, and a BA (Hons) in Marketing and Communications from Nottingham Trent University. She is currently completing a Doctorate in Marketing Outsourcing at Strathclyde University and is due to publish her first book in 2025.
