How to attract new customers to your small business
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Posted: Thu 29th May 2025
12 min read
When you're running a small business, gaining new customers can often feel like an uphill battle.
No matter what type of business you operate – a café, a boutique, a trades service – you're always wondering how to get more people through the door or drive more online enquiries.
As competition grows, budgets dwindle and customer behaviour changes (again!), finding fresh and effective ways to expand your customer base is vital if you're going to survive these challenges and see success in the long term.
In this blog, we introduce a variety of strategies you can start putting into play. They're targeted towards the Irish market, simple to achieve and easy on your costs.
Whether you're launching a new business or looking to breathe life into one you already have, you'll learn how to attract new customers in a sustainable and locally relevant way.
1. Understand your ideal customer
It seems obvious, but you must know who you're trying to reach before you can reach them.
Unfortunately, many small businesses aren't too discerning and attempt to attract everyone in sight. This rarely works.
Instead, begin creating a profile of who you see as your perfect customer. Take characteristics like these into account:
Age
Income
Location
Lifestyle
Buying habits
For example, are you appealing to retired couples in a rural village or young families in a suburban town? What problems do they want solved, and how does your product or service help?
Don't think you need an expensive marketing agency to achieve all this. If you've already collected data on your existing customers, put it to use.
Talk to the people who regularly buy from you. Use free tools like Google Analytics to identify who's already visiting your website.
Understanding your audience means you can customise your marketing messages and pick the most appropriate channels for reaching them.
VIDEO: Why and how to understand your ideal customer
Marketer Amy Atkinson shares proven strategies for researching and defining your ideal customer and explains the importance of targeting a single customer type:
2. Strengthen your presence online
Even if you think of yourself as a local business, your digital footprint matters more than ever.
Although a potential customer might walk past your shop window, in most cases they'll first find you through their phone or computer.
With this in mind, start with the fundamentals:
Make sure your business website is current, professional and user-friendly for people on mobile devices. Display your opening hours, services and contact details prominently. If possible, include reviews or testimonials, and make it simple for people to get in touch.
Claim and complete your Google Business Profile. It costs nothing to set up and it's crucial if you want to show up in local search results online. Having a profile makes you more visible and trustworthy, so encourage satisfied customers to leave reviews there.
Keep your business information consistent across all platforms. Your name, address and phone number should appear identically on your website, social media or directories like Golden Pages or Yelp.ie.
3. Take advantage of social media marketing
Social media can be a very effective and affordable way to engage new customers, particularly in your local community.
It works best, however, when you choose the most appropriate platforms and have a well-defined strategy for using them.
To start with, select one or two platforms where your audience spends most of its time. Facebook and Instagram remain the top choices for many Irish small businesses, although LinkedIn could be more relevant if you're B2B (business-to-business).
What should you post?
Think of your social media as a chance to tell your story and let people see the personality behind the brand. Post content from behind the scenes, customer stories, special offers or industry tips.
Don't just sell – engage. You can connect with nearby users by using geotags and relevant hashtags. A Wicklow florist, for example, might use tags like #WicklowFlowers or #IrishWeddingFlowers.
Also consider running paid ads every now and again. You don't have to spend a fortune – €10 to €20 can go a long way if you're clever with your targeting. Use Facebook's location targeting to focus your budget on your local area.
4. Offer promotions and incentives
Promotions can be an excellent way of persuading new customers to give your business a try.
But remember that discounts should draw attention to what you offer, rather than devalue it. So, it's important to run these promotions smartly.
You could test the waters with a time-limited offer that builds a sense of urgency – for example, "10% off this week only" or "Free coffee with every breakfast before 11am".
Another good option is a referral programme, where you reward your current customers (with a free gift or discount, for example) for bringing a friend.
Loyalty schemes also work well for encouraging repeat business. People enjoy collecting rewards – particularly when they feel appreciated – whether it's through a digital app or an old-school stamp card.
Finally, why not team up with another local business for a joint promotion? As an example, a hairdresser might join forces with a nearby beauty salon to offer a combined package deal. It's to everyone's benefit, as both businesses get access to each other's customers.
5. Take part in community events and networking
Local visibility matters. In Ireland, where word-of-mouth and community ties still play a huge role, showing up in person can make all the difference.
Get involved in community events, such as local markets, charity fundraisers or festivals. Even setting up a simple stall can help raise awareness and make you more approachable. Bring along flyers, samples or exclusive offers.
Consider sponsoring a local sports team, school event or Tidy Towns initiative. It's an investment that builds goodwill and puts your name in front of a highly relevant local audience.
Also look into joining your local chamber of commerce or small business networking groups. These networks often provide opportunities for referrals, collaborations and staying up to date on grants and support schemes.
6. Stay in touch through email marketing
While social media gets most of the attention these days, email marketing is still among the most effective and low-cost ways to engage with customers.
Begin by building a mailing list. You can collect emails through your website (perhaps in exchange for a discount or free resource) or in store with a sign-up sheet. Just make sure you follow GDPR guidelines and always get people's express permission.
Send emails regularly, but not too often. A monthly newsletter with updates, promotions or useful tips is usually enough. Keep your tone friendly and personal, and make your emails easy to read on a phone screen.
As your email list starts to grow, use segmentation to tailor content to different groups. For example, you might send one type of offer to new customers and another to your loyal regulars.
7. Encourage customers to leave reviews
One of the most overlooked marketing tools is your existing customer base. People trust personal recommendations more than any advertising, so getting reviews is a powerful way to grow.
There isn't a great deal of work involved. Simply ask your happy customers to post about your business online – especially on your Google Business Profile or Facebook page. You can offer a small incentive, like a discount or freebie, in return.
Positive reviews improve your local search rankings, but they also help new customers feel confident about trying your product or service.
When you receive a good review, say thank you. Be professional and respond to all reviews – positive or negative. This shows that you value feedback and care about your reputation.
8. Track what's working and be ready to adapt
Marketing isn't one-size-fits-all. What works brilliantly for a café in Cork might flop for a tradesman in Galway. That's why it's important to regularly check which efforts are paying off.
Use tools like Google Analytics to monitor website traffic and check insights on your social media platforms. Keep track of how many people are redeeming vouchers, opening email newsletters or visiting you in store.
Ask new customers how they found you – was it online, via word-of-mouth or some other way? These basic questions can give you valuable insight into where to devote your time and money.
Don't be afraid to test new approaches. Perhaps a new Facebook ad underperforms. If that happens, try tweaking the message or targeting a slightly different audience. Marketing is a process of learning, not just doing.
Final thoughts
To attract new customers to your small business, you need to know your audience, build a consistent presence both online and offline and be willing to engage with your community.
By combining well-considered promotions, smart digital tactics and a strong local presence, you can build a steady stream of new customers who are more likely to return and recommend your business to other people.
It's not about overnight success – it's about creating lasting relationships, one new customer at a time.
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