By Aimee Woodley

Business owners love to get new customers, but once you get them, how do you keep them?

You have to work to prove that your business can continue to provide what your customers want or need.

A simple way to stay connected to your customers and to find new ones is to use social media. Even if your product or service offerings have not changed, it is still important to post regularly. This contact keeps you and your brand at the forefront of your customers’ minds. Keep your content meaningful, useful, and informational, not a constant sales pitch.

Whatever platforms you are using, stay consistent with your branding. Maintaining a uniform look across all platforms will ensure that existing and potential customers will recognize you wherever you are.

Large companies invest a considerable amount of time and money into designing color schemes and logos. They count on branding that is both recognizable and has the psychological impact that will sell their products. These companies rely on being able to influence consumers before they even walk through their doors or visit their website.

As a small business owner, you probably didn’t do psychological studies when developing your logo, but it still should set you apart from your competition.

Even if you work in direct sales, branding yourself as an independent consultant should be part of your marketing plan. What do you do that sets you apart from all the other consultants? Do you have a specialty within your company? Do you offer a unique experience to your clients?

For all business owners, use social media to share the story of how your business came to be, or why you still do what you do. Share photos of happy customers in your store and using your products. Show everyone what they will love about buying from you. A photo is worth a thousand words.

Posting tidbits that would interest those following your social media accounts is a great way to keep in touch without bombarding customers with sales-specific information. Tips on product care and use are always helpful.

Free events can bring new customers through your door and remind your current customers to stop in.

Planning anything from the balloon man to a wine tasting can allow you the opportunity to show off your space, your products, or your service. But, you don’t always have to go big to keep people coming back. Sometimes it’s as simple as having coloring books or stickers in your waiting room that makes the difference.

It takes more effort to gain new clients than it does to retain current ones. Investing in your current customer base is an important step for any small business owner. As I’ve mentioned before, work smarter, not harder!