As business owners, we’re often laser-focused on getting more clients. More leads. More bookings. More foot traffic. More sales.
And while bringing in new business is important (we all need fresh eyes on what we do), it’s only half the picture.
If you’re not also focused on keeping your current customers happy, engaged, and coming back—you’re leaving money on the table.
Let’s break it down.
💡 The real cost of acquisition
Acquiring a new customer can cost 5 to 7 times more than retaining an existing one. That’s a big investment in time, energy, and often money (especially if you’re running ads, offering discounts, or putting in a lot of effort to build awareness).
Retention, on the other hand, is more cost-effective, and it often leads to higher profit margins. Why? Because repeat customers already trust you. They’re more likely to spend more, more often—and even refer others.
So while you’re chasing that next new lead, your existing clients might quietly be drifting away.
🧠 Think of marketing as a relationship, not a one-off transaction
Marketing isn’t just about getting people in the door—it’s about what happens after they buy.
Imagine going on one great date and never texting again. Weird, right?
It’s the same in business. If you only focus on the first sale, you’re missing the chance to build loyalty, trust, and long-term growth.
🔁 Retention strategies that actually work
If you want to keep more clients coming back, here are a few strategies that work (and don’t feel sleazy or spammy):
1. Stay in touch with email marketing
Email is still one of the best ways to keep your brand top of mind. Share helpful tips, updates, seasonal specials, and behind-the-scenes content.
👉🏼 Pro tip: Segment your list so you’re not sending the same thing to everyone. My favourite email marketing tool is MailerLite.
2. Create a customer journey that encourages repeat business
What happens after someone buys from you? Do you have a system for rebooking, repurchasing, or upgrading?
→ Hairdresser? Offer a VIP rebooking discount.
→ Product-based biz? Create a “favourites” subscription.
→ Service provider? Follow up with a check-in or offer a seasonal add-on.
3. Deliver such a good experience they want to come back
Customer service is everything. If the experience is smooth, thoughtful, and exceeds expectations—they’ll remember you. And talk about you.
4. Start a referral or loyalty program
Reward those who come back or send people your way. It doesn’t have to be complicated—a simple “thank you” gift or discount can go a long way.
5. Ask for feedback and act on it
When you ask your clients what they need or what could be better, you show them that you care—and that builds loyalty faster than any sale ever could.
🔄 Balance is key
You don’t need to stop chasing new leads—but don’t forget the goldmine that’s already right in front of you: your existing clients.
The businesses that thrive long-term?
They find the sweet spot between welcoming new faces and nurturing the ones already there.
Final thought:
You don’t need a massive budget or fancy CRM to do this well—you just need a plan, a little consistency, and a real focus on service.
So here’s your challenge this week:
What’s one thing you could do to reconnect with past clients or make current ones feel extra valued?
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