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How To Get Customers and Keep Them Coming Back

Your customer base is the core group of people who love what you’re offering and keep coming back for more. Whether you’re selling products or services, a solid foundation of loyal customers—along with a steady stream of new ones—is key to growing your business.


If you are ready to grow your customer base, you're in the right place. Today you will learn how to create, grow, and nurture those connections.



What is a Customer Base?

Simply put, your customer base is made up of the amazing individuals who regularly purchase from your business and choose you over the competition. They’re loyal because your product or service meets their specific needs, and in their eyes, what you offer stands out. These are your people—the ones who see the magic in what you do.


Types of Customers

  • New Customers: Fresh faces, ready to experience what you’re all about.

  • Loyal/Repeat Customers: Your ride-or-die crew, always coming back for more.

  • Common Customers: They pop in here and there—great potential for more!

  • Potential Customers: They haven’t bought yet, but they’re thinking about it.

  • Butterfly Customers: They love variety and may only visit occasionally, but when they do, they’re all in.


Whether you’re running a global empire or a small biz, customers are the heart of it all. Recognize these different types, and you’ll be ready to build and nurture a customer base that helps your business thrive.


  1. New Customers

When someone buys from you for the first time, that’s your golden opportunity to turn them into a loyal customer. These new faces are essential not only for growing your customer base but also for boosting your revenue.


Plus, they can give you valuable insights into what’s trending and how the market might be shifting. So, welcome them with open arms and show them why your business is the one they’ll want to come back to again and again.


Here’s how you win them over: make the onboarding process as smooth as butter.


  • Welcome Offers: Provide discounts or special promotions for first-time buyers to entice them to make their initial purchase.

  • Educate and Engage: Use email newsletters or social media to share helpful content about your products or services. Show them how your offerings can solve their problems or meet their needs.

  • Clear Call to Action: Make the buying process simple and straightforward. Use clear CTAs on your website and social media to guide them through their first purchase.


  1. Loyal or Repeat Customers

Ah, the loyal ones—your business’s true MVPs. These are the folks who keep coming back and often make up the biggest part of your customer base. They’re also the ones driving a big chunk of your revenue and profit.


Keeping them happy is absolutely crucial to your success, especially if you offer memberships or subscriptions, where their recurring purchases create a steady stream of income. Not only that, but they’re your best audience for new products, services, or marketing campaigns. When they’re satisfied, your business is on solid ground.


The secret here? Make them feel like VIPs!


  • Loyalty Programs: Create a rewards system where they earn points or discounts for repeat purchases. Make them feel appreciated!

  • Exclusive Offers: Provide early access to new products, special sales, or exclusive content that’s just for them.

  • Personalization: Use their purchase history to recommend products they might love, creating a tailored shopping experience.




  1. Common Customers

Common customers are like those casual acquaintances you see now and then—they’ve bought from you a few times but haven’t fully committed yet. They’re not quite new, but they’re not repeat customers either.


The good news? With the right sales, marketing, and promotions, you can totally win them over and turn them into loyal fans. Keep an eye on metrics like Customer Lifetime Value (CLV), which helps you see how much value these occasional shoppers could bring over time. It’s all about nurturing that relationship!


The goal here? Convert them into loyal customers!


  • Targeted Promotions: Use email campaigns to send personalized offers that resonate with their previous purchases or interests.

  • Feedback Loop: Engage them with surveys or polls to understand why they haven’t returned and address any concerns.

  • Nurturing Content: Share valuable content or tips related to their interests to keep your brand top-of-mind and encourage repeat visits.



  1. Potential Customers

Potential customers are out there—they just haven’t bought from you yet. Maybe they’re buying from your competitors, or maybe they just don’t know how fabulous your business is because you haven’t reached them with the right message.


These potential leads are key to growing your revenue and expanding your customer base. But bringing them in takes some work, like digging into market research, analyzing consumer trends, and creating targeted ads that speak directly to their needs. With the right strategy, they’ll be knocking on your door in no time!


What you need here is visibility.


  • Awareness Campaigns: Utilize targeted ads on social media or search engines to reach potential customers who are not yet aware of your brand.

  • Free Trials or Samples: Offering free trials or samples can encourage them to try your product with no risk involved.

  • Content Marketing: Create informative blog posts, videos, or guides that highlight the benefits of your products, helping to convert their interest into action.


Butterfly Customers

Butterfly customers are the free spirits of the consumer world. Just like butterflies, they flutter from one company to the next, chasing the best deals. Loyalty? Not really their thing. They know that plenty of brands can meet their needs, and they’ll happily shop around as long as the price is right.


While they may not stick around forever, you can still capture their attention with irresistible offers when they land on your business. Just don’t expect them to stay too long—they’ve got other flowers to visit!


To get butterflies to buy from you, you’ve got to grab their attention with special promotions, flash sales, or seasonal offers.


  • Competitive Pricing: Keep your prices attractive and offer limited-time promotions to create urgency.

  • Variety and Flexibility: Showcase a wide range of products or services that cater to different needs, appealing to their desire for variety.

  • Engaging Content: Use social media and email marketing to create engaging content that encourages them to return. Highlight customer testimonials and success stories to build trust.



Bonus Tips to Help You Get More Customers

Want to grow your business and deepen your connection with existing customers? Here are three powerful tips to help you do just that:


  1. Identify Your Target Audience 

Success in business starts with knowing exactly who’s most likely to buy what you’re offering. A while back, I talked about how important it is to dig into the demographics and psychographics of your target audience using market research.


Why? Because analyzing this data gives you the insights you need to understand who your customers are, and more importantly, who you should be focusing on. When you know your people, you can speak directly to their needs and wants


  1. Create an Ideal Customer Profile 

A buyer persona, or ideal customer profile, is like having a crystal-clear picture of who you’re serving. It pulls together everything from demographic data and customer needs to pain points and lifestyle details.


A solid customer profile keeps you laser-focused on your target audience, whether you’re developing a new product or shaping your marketing strategy. It’s your secret weapon for staying in alignment with the people who matter most to your business!


  1. Explore Business Partnerships 

Team up with complementary businesses to tap into new audiences. Collaborations can open doors to customers you haven’t reached yet.


 

Now that you know the 5 types of customers and how to win them over, it’s time to put this knowledge into action! And to help you do that, I’ve got something special for you—my 100+ Free Tools Guide to Start & Grow Your Business.


Inside, you’ll find a section dedicated to free CRM tools that can help you track your customer interactions, making it easier than ever to build and nurture your customer base.


Building a loyal customer base doesn’t happen overnight, but trust me—it’s totally worth the effort.


Every single customer is an opportunity to grow your business, create lasting relationships, and build a brand that people love. So stay patient, stay focused, and keep showing up.

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