10 ways for your startup to attract and keep customers
Launches are happening all the time: in 2025, Bristol saw 266 startups, making it the 5th strongest ecosystem in the UK. But being a small business is tough: in 2024, 23,872 UK businesses went down with all hands.
That’s actually an improvement on 2023, which shows how challenging things are for businesses starting out. So how can you find customers, and keep them? Here are ten ways to keep your head above water:
Have a website - and make it SEO friendly.
No matter how small your business, it’s important to be online, so people can find you and get an idea of what you are offering.
Your website should run well on mobile - most people, especially younger people, are using their phones rather than a laptop.
And it should be optimised for search engines. Not just populated with search terms, but with broader appeal to your audience.
AI-powered search means potential customers don’t even have to be looking for specific products; they can ask a question and their AI will direct them to your website, if it has relevant, helpful information that they are looking for. So think about what problems they need to solve, and try to give them the answers, along with some information about why your product or service can help. (A bit like this article…)
2. Be on social.
Pick your channels and make sure you’re there. Choose the places where your audience hang out - it’s pointless spending energy talking to the wrong people. But if you are present in the right media, it means you can jump on topical stories and say something which your customers will notice and remember.
3. Start a newsletter.
Email marketing is still effective, and has the advantage of a pre-selected audience. People who have allowed you to collect their details have already shown interest in what you’re doing. Devise a lead magnet to build a contact list for newsletters and promotional emails.
4. Make sure your message is tight.
Of course, I’m bound to say this, but having powerful, consistent messaging is key to growing and maintaining your customer base. Research your audience, and make sure you are addressing their problems and offering them what they want. Then line your identity behind that message and deliver it consistently to establish yourself in the mind of your target. Get in touch to see how we can help with everything from brand identity to messaging frameworks.
5. Make a splash.
If it makes sense, think about getting involved with local community events. Look out for local events which are relevant to what you do, and to make sure you aren’t just wallpaper, find an angle that makes your contribution meaningful. Giving back to the community wins people over, and gets free publicity in the local press.
6. Give them a deal.
Everybody loves a bargain. An offer is a great way to convince people to try what you’re selling, and you can double down on it by letting buyers pass on savings to a family member or friend. Referrals have trust baked in, so they are more likely to land well.
7. Make your relationship rewarding.
You can reward your customers with more than discounts. The customer experience is vital - both before, during and after their encounter with you. A satisfying transaction leaves people more likely to recommend you and to come back. On the other hand, poor customer service can be the kiss of death - social media means word gets around at the speed of light. So it’s important to listen to your customers and respond quickly and sympathetically to any problems they have.
8. Network.
Building a network of contacts is really helpful. You can find partners in related fields to collaborate with, find funding, get support and advice, and be inspired by successful businesses. Look for local networking events on meetup or eventbrite. Contacts can help you find leads, and help you sharpen your elevator pitch so you convert opportunities better.
9. Advertise.
Google ads and paid ads on social media platforms can be really helpful for targeting specific demographics, and for finding out how your business lands with different audiences. At a local level, flyers, local newspaper adverts and radio can be effective if they suit your offering.
It’s tempting when you’re paying for space or time to try and fit everything into your ads, but stick to a simple, easily communicated message and don’t dilute it with too many details. If you give people too much to juggle, they won’t catch any of it!
10. Stay positive.
The pressure to convert sales every day can be overwhelming. Take time to remember why you got into this in the first place, and to enjoy building your own business. Sales is a confidence game, and your customers will pick up on your enthusiasm. You’ve got this!
It seems like a lot of work, but it’s a sad fact of life that to keep your company afloat, you need to be constantly fishing for new business. If you’d like an informal chat about how your brand can work harder to help, drop us a line.
