5 More Ways to Get Customers as a Small Business

In our last post, we discussed 5 ways to attract customers as a small business. It may not surprise you to learn that there are many more methods business owners can use to find clients, even when they’re first starting out. Our first post was more focused on the digital marketing side of things, including search engine marketing (SEM) and search engine optimization (SEO). Today’s post features some other more creative ways of getting your brand out there.

1. Form Great Partnerships (Free)

Running my first singing-based music company, I partnered with a wonderful local piano studio. Not only did it allow us to share space, but we were able to refer one another customers. We also offered referral fees to other local music teachers, who’d often refer us business if they were too full themselves or if it was a request they couldn’t fulfill for some other reason. Creating a mutual referral program is a great way to build both your client bases and create community at the same time.

There are countless ways to form partnerships and referral networks:

• Offer discounts to potential customers who mention your partner business when booking.
• Feature one another on your website or social media.
• Plan events with your partner business, such as a joint demonstration for parkour and martial arts businesses.

2. Volunteer (Free)

When you’re starting your business and excited about earning a paycheck, the word volunteer might not be the first thing you’re keen to read, but volunteering at strategic places on your off hours can be an excellent way to find customers.

For example, if you teach a skill that could be useful outside of your business location, consider volunteering your time somewhere potential students might be:

• If you teach an instrument, volunteer to teach group music once a week at a school in return for sending the kids home with information about your private services.
• If you’re opening a STEM center, host a science hour at an elementary school or learning center.

Just be careful not to give so much of your time away that you’re undervalued or don’t have any energy left to put into your main business.

3. Build Authority (Free)

As you work on building brand awareness, make sure you’re also building authority. This can be done through:

• Blogging on your website about topics related to your business.
• Creating a YouTube channel or making short-form videos on Instagram and TikTok.
• Hosting a podcast in your niche.

For example, if you run a wedding planning business, write blogs about hidden gem venues, budget catering, and wedding planning mistakes to avoid. If you’re a tattoo artist, create posts answering common questions about tattoos, like pain management.

4. Become a Vendor for Other Businesses and Institutions

This can mean any number of things. If you’re in California and in the education business, becoming a vendor for the homeschool charter network is a great option. You’ll need to complete paperwork for each charter school, but the extra business boost is worth it.

Other examples include:

• Florists reaching out to local wedding planners.
• Landscapers introducing themselves to home contracting business owners.

5. Reconnect With Old Customers or Anyone Else Who Might Like What You Do

If you don’t have former customers, reach out to people who might be interested. Own a swim school that offers infant swim lessons? Ask your mom friends if anyone in their network might be looking for lessons. Just make sure it’s a genuine connection, not a sales pitch.

For former customers, try:

• Sharing a photo memory, like a guitar student’s first recital.
• Sending a friendly check-in without a sales agenda.

At best, you’ll remind them of your services at the right time. At worst, you’ll make them smile.