How to Get More Customers for Your Small Business (15 Proven Ways)
The fastest route to new customers is always through people who already know, like, and trust you — your existing customers and personal network. Word of mouth and referrals consistently outperform every paid channel for small businesses. Once you have a reliable referral engine, add one digital channel (SEO or social media) and one local presence channel (Google Reviews or local networking).
- Start with your existing customers
- Google Reviews: the most underrated growth channel
- Build a referral system
- Local SEO and Google Business Profile
- Networking: the offline channel most businesses ignore
Start with your existing customers#
Your existing customers are your most underused marketing asset. They already trust you, have experienced your work, and are far more likely to buy again or refer someone than a cold prospect. Three immediately actionable steps: call your top 10 customers and ask how things are going — this naturally surfaces new opportunities and reminds them you exist. Ask every satisfied customer directly: "Do you know anyone who might benefit from what I do?" Most will say yes if asked but would never volunteer a referral unprompted. Create a simple referral incentive: a discount, a thank-you gift, or a credit toward their next purchase for anyone they refer who becomes a customer.
Google Reviews: the most underrated growth channel#
A single Google Review from a happy customer can influence dozens or hundreds of future decisions. Studies show that 93% of people read online reviews before buying locally, and businesses with 50+ reviews with a 4.5+ star average generate 3–5x more enquiries than those with fewer. The system: after every completed job or delivered service, send a direct link to your Google Review page (get this from your Google Business Profile dashboard). Make asking for reviews part of your standard process — "It would mean a lot if you could leave us a quick Google review, here is the link." Most happy customers will leave one within 24 hours if asked this way.
Build a referral system#
Word of mouth is the most effective marketing for small businesses, but most businesses leave it entirely to chance. A simple referral system turns passive word of mouth into an active channel. The elements: a clear, simple offer ("Refer a friend and you both get 10% off your next order"); a frictionless way to refer (a unique referral link, or simply asking them to mention your name when they recommend you); and consistent follow-through on the reward. Tell new customers about the referral programme when they first buy. Remind existing customers once a quarter. For service businesses, a referral from a happy customer converts at 3–5x the rate of any cold channel.
Data-backed guides on AI, eCommerce, and SME strategy — straight to your inbox.
Local SEO and Google Business Profile#
For local businesses, appearing in Google's map pack when someone nearby searches for your service is transformative. Claim and complete your Google Business Profile (all fields, accurate hours, professional photos, regular posts). Build reviews consistently (see above). Add your business to relevant local directories (Yell, Thomson Local, your local Chamber of Commerce website, trade association directories). Consistency of your business name, address, and phone number across all online listings improves local search ranking. A plumber, cleaner, accountant, or café with 50 genuine Google reviews and a complete Business Profile will consistently appear ahead of competitors in local map results.
Networking: the offline channel most businesses ignore#
For many small business owners, local and industry networking produces a higher ROI than any digital channel. Join your local Chamber of Commerce (meetings where you meet other local business owners who both buy services themselves and refer suppliers to their networks). Attend two or three industry events per year (trade shows, conferences, sector meetups). Join a structured referral networking group like BNI — these groups exist specifically to pass referrals between members and many small businesses report 20–40% of their revenue coming from their BNI chapter. The key to networking is follow up: send a LinkedIn connection request or email the same day you meet someone, and find a way to be useful to them before you ask for anything.
Content and email marketing: the long game#
Building an email list is one of the most valuable marketing assets a small business can have — you own it, it does not depend on an algorithm, and it consistently outperforms social media for conversion. Start collecting email addresses on your website (a pop-up offering a discount, a useful guide, or a checklist in exchange for an email). Send a simple monthly email update: a useful tip, a case study, or what you have been working on. This keeps you top of mind so that when someone on your list needs what you offer, you are the first person they think of. Most small businesses see 20–40% of their revenue from their email list once it has 500+ engaged subscribers.
AskBiz tracks your marketing ROI across channels and tells you where to shift budget next.
Paid advertising: when and how to use it#
Paid advertising is not the first thing to try — it amplifies what is already working rather than building from scratch. Start paid ads only when: you know your customer well (who they are, what they search for, what makes them buy); your website or landing page converts (visitors take action); and you have budget to test for at least 30 days without expecting immediate profit. For local businesses, Google Local Services Ads (pay per lead, not per click) are highly effective. For product-based businesses, Meta (Facebook/Instagram) and Google Shopping are the highest-volume channels. For B2B, LinkedIn ads are effective but expensive.
People also ask
How do I get my first customers when starting out?
Tell everyone in your personal and professional network what you are doing. Post on your personal social media. Offer a founding customer discount to the first 5–10 clients in exchange for honest reviews and testimonials. Reach out directly to people or businesses you think would benefit — a personalised direct message or email converts far better than broadcasting.
What is the cheapest way to get more customers?
The cheapest ways to get customers are: asking happy customers for referrals (free), optimising your Google Business Profile (free), networking in local business groups (low cost), and posting consistently on social media (free). Paid advertising is effective but costs money upfront before it pays back.
How do I get customers without social media?
Google Business Profile and Google Reviews, local networking groups, referral programmes, email marketing to existing customers, local directory listings, and PR (getting covered in local newspapers or trade publications) can all drive significant customer acquisition without any social media presence.
How long does it take to grow a customer base?
For most small businesses, 6–12 months of consistent marketing effort produces a reliable customer flow. The businesses that grow fastest are those that focus on one or two channels and execute them consistently, rather than trying everything and doing it all poorly.
Google Sheets template to consolidate channel performance in one view.
Our team combines expertise in data analytics, SME strategy, and AI tools to produce practical guides that help founders and operators make better business decisions.
See exactly where your best customers come from
AskBiz tracks customer acquisition data across channels — so you double down on what works and stop spending on what does not.
Start free — no credit card required →