How Do I Get More Customers?

If you own a small business in Rochester, NY, you’ve probably asked yourself this question: How do I get more customers?

Whether you’re running a retail store, restaurant, service business, home-based business, or growing company, attracting new customers is an important part of building a successful business.
The good news is that getting more customers doesn’t always require a large marketing budget. It starts with understanding who your customers are, making your business easy to find, and building relationships within your community.

Know Your Customer
Before you spend time or money on marketing, make sure you know who you’re trying to reach.

Think about your ideal customer. Where do they live? What do they need? What problem does your business solve? Where do they look for information or recommendations?

For a Rochester-area business, your customers may come from your neighborhood, surrounding suburbs, or communities throughout the Finger Lakes region. Understanding where your customers are—and what matters to them—will help you focus your marketing efforts.

Make Your Business Easy to Find
When someone in Rochester searches for the product or service you offer, can they find you?

Start with the basics. Make sure your website, Google Business Profile, social media pages, and other online listings have accurate information. Your hours, location, phone number, website, services, and photos should all be current.
Online reviews matter, too. Encourage satisfied customers to leave reviews and take the time to respond professionally to customer feedback.

You don’t need to be on every social media platform. Focus on the places where your customers are most likely to find you.

Get Involved in the Community
Rochester has a strong network of neighborhoods, local organizations, events, and small businesses. Getting involved can be a great way to build awareness and relationships.

Consider attending local networking events, joining a business association, participating in community events, or partnering with another local business. A collaboration or referral from another business owner can sometimes introduce you to customers you wouldn’t reach through traditional advertising.

Being visible and involved in your community helps people get to know, like, and trust your business.

Take Advantage of Local Events
Rochester hosts events throughout the year that bring residents and visitors into the community. Festivals, concerts, sporting events, conferences, and seasonal activities can all create opportunities for local businesses.

Think about whether your business can connect with these events or reach the people attending them. A restaurant might offer an event-day special. A retailer might create a seasonal promotion. A service business might partner with another organization to reach a new audience.

Look for opportunities that make sense for your particular customers and business.

Turn First-Time Customers Into Repeat Customers
Getting a new customer is only the beginning.

Think about what will encourage that customer to come back. Excellent customer service, a loyalty program, personalized follow-up, special offers, and a positive experience can all help turn a first-time customer into a repeat customer.

Referrals are another powerful tool. A satisfied customer who recommends your business to a friend, neighbor, or coworker can help you reach new customers without a large advertising expense.

Track What Works
You don’t have to try every marketing strategy at once. Start with a few approaches and pay attention to the results.

Ask new customers how they heard about you. Track website inquiries, phone calls, referrals, social media activity, and sales from specific promotions.

Over time, you’ll learn which strategies are bringing in the right customers. Focus your time and money on what works—and adjust what doesn’t.

Remember, the goal isn’t simply to get more customers. It’s to get the right customers: people who need what you offer, value your business, and are likely to return.

You Don’t Have to Do It Alone
Figuring out how to attract more customers can be challenging, especially when you’re also running the day-to-day operations of your business.

The Finger Lakes Small Business Development Center provides no-cost, confidential advising to entrepreneurs and small business owners throughout the Rochester and Finger Lakes region. An SBDC advisor can help you identify your target market, develop a marketing strategy, evaluate your sales process, and identify opportunities for growth.
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If you’re ready to attract more customers and grow your business, the Finger Lakes SBDC is here to help.