Hannah had been running her mid-sized catering business for nearly ten years. Her company served events across the UK, offering bespoke catering services for weddings, corporate events, and private parties. With an annual turnover of £1.5 million, she had built a strong reputation, but something was missing. New client inquiries had slowed, and the once steady flow of recommendations wasn’t enough to keep her business growing. Hannah knew that to keep up with the times, she needed to tap into digital marketing—but the thought of it felt overwhelming.
What Hannah didn’t realise was that she didn’t need to become a digital marketing expert to grow her customer base. By making a few simple changes, she was able to harness the power of digital marketing in a way that felt natural and achievable. Here’s how Hannah grew her small business and how you can too.
Small Business Customer Growth Begins with Connection
Hannah had always believed that her business thrived because of the personal touch she provided. Her clients loved the way she and her team made them feel during the planning process—whether it was for a corporate gala or an intimate family celebration. But that sense of personal connection wasn’t coming across online.
One day, while browsing through her website, she realised it was far too focused on the logistics of her services. She wasn’t telling her story or letting potential clients know what made her business different. So, she made a change. Hannah revamped her website content to reflect the journey she took with her clients. She added testimonials and case studies to showcase the real experiences her customers had enjoyed, making sure each story was personal and relatable.
Almost instantly, new clients started to engage with her content more. They weren’t just seeing a service; they were seeing the heart behind her business. It wasn’t about selling—it was about connecting.
Digital Word of Mouth
One of the reasons Hannah’s business had grown so well in the early years was through word of mouth. People loved her work and recommended her services to their friends and family. But she soon realised that the power of recommendations wasn’t limited to face-to-face conversations.
With this in mind, she began encouraging her happy clients to leave reviews on Google and social media platforms. Instead of a simple "thank you," she provided an easy process for clients to share their thoughts. The results were impressive. Her digital reviews started to climb, and her business began to appear in more local searches online.
These positive reviews acted as a form of digital word of mouth, building trust with potential clients before they even spoke with her. Without having to spend large amounts on marketing, Hannah had found a way to use her clients’ voices to grow her business.
Using Social Media as a Tool for Growth
While Hannah had always had a social media presence, it wasn’t something she used to its full potential. She would post images of beautifully plated food or table settings from events, but it felt more like ticking a box than engaging with potential customers.
One day, Hannah decided to take a different approach. She began sharing behind-the-scenes content from her events, giving her followers a glimpse into the planning and effort that went into each service. She showcased her team in action, talked about her process, and even posted some fun moments from her day-to-day work.
This change didn’t go unnoticed. Her engagement on social media increased, and she began receiving inquiries directly through Instagram and Facebook. People wanted to work with someone they felt they knew, and by being authentic and consistent in her posts, Hannah’s business started growing again. Social media wasn’t just a marketing tool anymore; it was a way for her to connect with her audience on a personal level.
Simple Yet Effective Email Marketing
Hannah also recognised that many of her past clients hadn’t heard from her since their events. She wanted to maintain a relationship with them, even if they weren’t planning another wedding or corporate event any time soon. So, she decided to start a monthly email newsletter.
The newsletter wasn’t just about promotions—it included helpful tips for hosting events, updates on new menu options, and seasonal trends in catering. Over time, it became something her clients looked forward to receiving. Some even forwarded it to their friends and family, helping Hannah reach more potential clients.
This small step of creating a monthly email kept her business top of mind for her past clients and helped generate new referrals. It was an easy, low-cost way to stay connected and nurture relationships, leading to sustainable customer growth.
Making SEO Work Without Overcomplicating It
At first, the concept of SEO (Search Engine Optimisation) intimidated Hannah. She wasn’t sure how it worked or how to use it to her advantage. But after a bit of research, she realised that making a few small changes could make a big difference.
She started by updating her website with clear, location-based keywords like “bespoke catering in London” and “event catering services in the UK.” She also added detailed descriptions of her services and included blog posts with helpful advice on catering for different types of events. These adjustments helped her site rank higher on Google when people searched for catering services in her area.
By focusing on the basics, Hannah made her business easier to find without needing to be a technical expert. The increased visibility brought in new clients who were specifically looking for the services she offered.
Real Growth, Real Results
Hannah’s story shows that growing a small business with digital marketing doesn’t require expensive campaigns or a marketing degree. It’s about making small, intentional changes that help connect with your audience. By sharing her story, building trust through reviews, using social media for engagement, and keeping in touch with clients through email, she was able to drive real growth.
Her success didn’t come from complicated strategies, but from authenticity, consistency, and a genuine connection with her audience. And the best part? These are things any small business can do.
Ready to Grow Your Business?
If you’re ready to discover how you can use the power of digital marketing to grow your small business, it’s time to take the next step. Mark A Preston, Customer Growth Coach & Speaker, specialises in helping small business owners create sustainable growth strategies that are easy to implement. Whether you’re looking to build stronger connections with your clients or attract new customers, Mark can help you develop a plan that fits your business.
Contact Mark A Preston today to learn how you can grow your customer base and take your business to the next level.
