Anna had been running her family-owned home decor business for over a decade. Specialising in custom-made furniture and unique interior design solutions, her business had grown steadily, with a turnover of £1.2 million annually. But recently, Anna noticed that her growth had stalled. Although her regular customers continued to return, new inquiries were becoming fewer, and the competition was fiercer than ever.
Anna didn’t have the budget for expensive marketing campaigns, nor the time for overly complex digital strategies. But she knew that if her business was going to grow, she needed to change her approach. That’s when she stumbled upon a simple customer growth formula—one that didn’t require endless advertising spend or technical know-how.
What Anna discovered was that the key to sustainable customer growth is often found in the basics. Here’s how she unlocked a customer growth formula that works for any small business, including yours.
Step 1: Know Your Customers and Their Needs
Anna realised that, while she knew her existing customers well, she hadn’t spent much time thinking about the new types of customers she wanted to attract. Her business was great at serving a local market, but she wanted to reach people who were interested in bespoke home decor nationwide.
The first part of Anna’s customer growth formula was identifying her ideal customer. She took some time to think about the types of customers who would benefit most from her unique products and services—homeowners looking for custom furniture and personalised design solutions. By narrowing down her target market, she could tailor her messages more effectively and speak directly to their needs.
For small businesses like Anna’s, knowing your ideal customer and understanding what they need is the foundation of any customer growth strategy. Once you’re clear on this, you can align your marketing and communications to show those customers how your business can solve their problems.
Step 2: Build Trust with Social Proof
Anna had dozens of happy customers, but very few people outside her local community knew about her business. She decided to make better use of the reviews and testimonials she’d received over the years. But instead of simply adding them to her website, Anna took it one step further.
She created a “Customer Stories” section on her site, where she highlighted the experiences of real clients who had transformed their homes with her products. Each story was filled with before-and-after pictures, quotes from the clients, and details of how Anna’s team brought their vision to life. These stories acted as powerful social proof, showing potential customers that others just like them had great experiences with her business.
This not only built trust with new visitors to her website, but it also gave her existing customers a sense of pride in being part of her brand’s journey. For Anna, these customer stories became a key part of her growth formula, driving more inquiries and repeat business.
Step 3: Consistency Is Key in Digital Engagement
Anna had always used social media to post images of her designs, but her approach was inconsistent. Sometimes she’d post every day, and other times, weeks would go by without a single update. She realised that if she wanted to grow her customer base, she needed to engage more regularly—and not just post for the sake of it, but with purpose.
Anna started posting consistently, sharing not only photos of her latest projects but also tips on interior design, sneak peeks of upcoming collections, and behind-the-scenes looks at her workshop. She also made sure to interact with her followers, responding to comments and questions in a timely, friendly manner.
By showing up consistently and engaging with her audience, Anna built stronger relationships with her followers, turning them into potential customers. Her social media presence became a valuable extension of her brand, helping her reach new audiences and drive growth.
Step 4: Offer Value Without the Hard Sell
One of the biggest changes Anna made to her marketing strategy was shifting away from a hard sales approach. Instead of focusing on trying to sell her products directly, she began offering value to her potential customers.
Anna started a monthly newsletter filled with home styling tips, DIY design ideas, and seasonal trends. She wasn’t pushing her products in every email—instead, she was building a relationship with her readers by giving them useful content they actually wanted to receive. This approach made her brand top-of-mind when those readers were ready to make a purchase or seek design advice.
Offering value without constantly asking for a sale built trust and kept her audience engaged. It’s a simple but effective part of any customer growth formula, especially for small businesses.
Step 5: Leverage Local and National Exposure
While Anna’s business had always served the local community, she knew that to grow, she needed to attract customers from other regions as well. She began attending local fairs and home exhibitions to maintain her community presence, but she also invested time in getting her business featured in national home and lifestyle publications.
She reached out to journalists and bloggers in the interior design world, offering expert insights and contributing to online articles. This not only boosted her visibility but positioned her as an authority in her field. The exposure helped her connect with customers across the UK who were looking for exactly what she offered—bespoke, high-quality home decor.
For any small business, balancing local and national exposure can be key to growing a customer base. By maintaining a strong presence in your community while expanding your reach, you create multiple paths to growth.
The Customer Growth Formula That Works
By following these steps, Anna was able to unlock a simple customer growth formula that worked for her business:
Understand your customers and what they need.
Build trust through social proof and customer stories.
Be consistent in your digital engagement and communication.
Provide value without constantly selling.
Balance local presence with opportunities for national exposure.
Anna’s story shows that growing a small business doesn’t have to involve complicated strategies or huge marketing budgets. It’s about being intentional, staying consistent, and focusing on building genuine connections with your customers.
Ready to Grow Your Business?
If you’re ready to take the next step in growing your small business, Mark A Preston, Customer Growth Coach & Speaker, can help you develop a customer growth formula tailored to your needs. Whether you want to better understand your customers, build stronger relationships, or expand your reach, Mark will guide you through the process and help you achieve sustainable growth.
Contact Mark A Preston today to learn how you can grow your customer base and take your business to the next level.
