How to Find and Keep Customers: Mastering Acquisition and Retention for Small Business Success

1. 

Customer Acquisition Starts with Knowing Exactly Who You’re Trying to Reach

You can’t attract the right customers if you’re trying to appeal to everyone. One of the most common reasons small businesses struggle with growth is because they haven’t clearly defined their ideal customer. The clearer you are about who your customer is—what they care about, where they spend time, what problems they need solved—the easier it becomes to craft offers, messaging, and marketing that actually gets their attention.

To acquire customers, you need:

• A simple, clear value proposition
• Consistent visibility (online, in-person, or both)
• An understanding of where your audience is and how to reach them (e.g., social media, local events, search engines, email)

Acquisition isn’t just about advertising—it’s about creating connection and building trust. Whether you run a barbershop, sell handmade jewelry, or offer bookkeeping services, you’ve got to start by solving a specific problem for a specific person.

2. 

Retention Is Built Through Experience, Consistency, and Communication

Getting someone to buy from you once is a win. Getting them to come back again and again? That’s where the profit is.

Customer retention hinges on how people feel when they do business with you. Do they feel remembered? Valued? Heard? Treated like a priority? Retention happens when the customer experience is so positive that they don’t want to go anywhere else.

To keep customers coming back, focus on:

• Delivering on your promises (and exceeding them when possible)
• Staying in touch—through email, text, loyalty programs, or just good old-fashioned follow-ups
• Making things easy—simple checkout, clear communication, timely service

Small businesses often have a powerful advantage here. You can personalize your service in ways big companies can’t. When people feel like more than a transaction, they become loyal.

3. 

Your Marketing Doesn’t Have to Be Perfect—It Just Has to Be Consistent

Many small business owners get stuck thinking they need the perfect Instagram grid, viral content, or fancy campaigns to grow. But the truth is, the businesses that succeed in acquisition and retention are usually the ones who show up consistently.

Your customers need to hear from you regularly—not just when you’re desperate for sales. This builds familiarity, trust, and top-of-mind awareness. And with today’s tools (email platforms, social media, local groups), you don’t need a big budget—just a repeatable rhythm.

Also, remember: retention marketing (like email newsletters, birthday discounts, and thank-you notes) is often cheaper and more effective than constantly chasing new leads.

Startup Business 101

Startup Business 101 is a company that helps people start and run a successful business.  It consists of a Startup Business 101 Blog, Startup Business 101 Podcast, and a Startup Business 101 YouTube Channel.  StartupBusiness101.com has many resources to help entrepreneur navigate their way to begin their business and resources to help them it succeeds. 

If you want to start a company or have questions on what it takes to make your small business successful, check out our resources.

Contact Information

https://startupbusiness101.com

startupbusiness101.com@gmail.com

Transcript

HOw to Find and Keep Customers: Mastering Acquisition and Retention for Small Business Success

Introduction

Welcome to another episode of the Startup Business 101 Podcast. I’m your host, John Reyes—and today, we’re going to tackle one of the most talked about, stressed over, and absolutely essential pieces of running a successful business: how to get customers… and how to keep them coming back.

Now listen, I don’t care if you’re just opening your doors for the first time or you’ve been in business for a few years—you’ve probably already learned that finding customers isn’t always easy. And keeping them? That’s a whole other challenge. In fact, a recent study showed that 93% of small-business owners report facing some kind of struggle in acquiring or retaining customers. That’s almost everyone. So if that’s been you lately—feeling like you’re doing all the right things but still wondering where the people are—this episode is going to speak directly to your situation.

Because here’s what I know: you can have the best product in the world, the most polished logo, the most beautiful website—but if you don’t have people showing up to buy what you’re selling, your business can’t survive, let alone thrive. So today, I want to give you the real talk, the strategy, and the encouragement you need to get back in the driver’s seat when it comes to customer growth.

In this episode, we’re going to break it down into three core truths that every business owner—no matter your size, niche, or location—needs to understand if you want to succeed in this competitive, fast-moving world.

First, we’re going to talk about Customer Acquisition Starts with Knowing Exactly Who You’re Trying to Reach. Because let’s be honest—if you’re trying to speak to everyone, you’re going to struggle to connect with anyone. I’ll help you get laser-focused on your ideal customer so your marketing finally starts to hit home.

Second, we’ll dig into Retention Is Built Through Experience, Consistency, and Communication. It’s not enough to get someone through the door or to click “add to cart.” If you want long-term revenue, you’ve got to create an experience people want to come back to. The businesses that win are the ones that treat people like more than just transactions.

And third, we’ll wrap up with something that I think a lot of business owners need to hear loud and clear: Your Marketing Doesn’t Have to Be Perfect—It Just Has to Be Consistent. You don’t need to be a marketing genius or have a fancy funnel. You just need to show up. Regularly. Authentically. Confidently. And I’m going to help you build a rhythm that works for you.

So whether you’re running a brick-and-mortar shop, selling online, offering services, or building your dream from scratch—this episode is packed with practical insight and real encouragement to help you build a customer base that actually sticks with you.

Because finding customers is only the first step. The real success? That comes when they choose to stay.

Let’s get into it.

Customer Acquisition Starts with Knowing Exactly Who You’re Trying to Reach

Let me tell you something that could unlock everything in your business—and I don’t say that lightly. If you want to find more customers, the right customers, the ones who actually see your value, pay on time, and keep coming back… it starts with one simple but powerful truth:

You have to know exactly who you’re trying to reach.

I know how tempting it is to try to talk to everyone. Especially when you’re just starting out, it feels like casting a wide net is the smart play. You want as many people as possible to hear about your business, right? The logic is, “If more people know, more people will buy.” But what usually happens is this: you end up with watered-down messaging, bland offers, and marketing that sounds like everybody else’s.

And people scroll right past it.

Not because you’re not great. Not because you don’t care. But because your message wasn’t clear enough to cut through the noise.

So here’s what I want you to hear today—and I mean really hear it: you can’t attract the right customers if you’re trying to appeal to everyone.

Let’s make this real. Think about the last time you saw an ad, a post, or a video that made you stop and pay attention. I guarantee it didn’t feel generic. It felt like it was speaking to you. Like someone knew your struggle, your goal, your pain, your passion—and offered a solution made just for you. That’s what we’re aiming for in your business. That’s what makes people stop scrolling, start reading, and eventually start buying.

When you narrow your focus and get specific about who your ideal customer is, everything changes. You stop guessing at what to say. You stop spinning your wheels trying to be everywhere. You start creating offers that hit home. You start showing up where your audience actually is. And best of all—you start to feel aligned with your own brand.

So let’s get practical. Ask yourself:

• Who do I love working with?
• Who gets the best results from what I offer?
• What problems do they have right now that I can help solve?

I’m talking about real, human details here. Don’t just think in demographics like age or income—go deeper. What keeps them up at night? What are they frustrated with? What would they love to have fixed? When you know the answers to those questions, your marketing goes from noise to resonance.

And you don’t need a perfect customer profile to start. You just need a working one. You can refine it over time. But what you can’t afford to do is keep talking to “everyone” and hoping something sticks. That’s how businesses burn time, money, and energy with nothing to show for it.

Now let’s talk about visibility. Once you know who you’re talking to, you’ve got to show up consistently in the places where they’re already hanging out. That might be Instagram, Facebook, LinkedIn, your local chamber of commerce, networking events, farmers markets, Google search—it depends on your industry and audience.

But consistency is the key.

Because even if your offer is perfect, people won’t act on it until they’ve seen it, trusted it, and connected with it. That takes repetition. That takes presence. Not perfection—just presence.

And let me say this: customer acquisition is not just about advertising—it’s about connection. It’s about building trust before the transaction. It’s about showing people that you see them, that you understand their problem, and that you have a real solution to offer.

Whether you’re a barber helping people feel confident, a jewelry maker offering handmade meaning, or a bookkeeper helping small business owners finally sleep better at night, you are solving a specific problem for a specific person. So talk to them like you know them. Because you do.

And don’t worry about turning away people who fall outside your target. You’ll still get referrals. You’ll still reach others. But the more you focus your message, the more magnetic your business becomes to the people you really want to serve.

That’s how customer acquisition becomes exciting—not draining. That’s when the right people start showing up. That’s when marketing starts to feel natural. Because you’re not chasing everyone—you’re calling in the people who need what you have.

So here’s my challenge to you:

Start today by defining one person you’d love to serve. Give them a name. A story. A struggle. And then ask, “What can I create, say, or show them that would help them take the next step?”

That’s how customer acquisition starts—not with a giant ad budget or fancy funnels—but with clarity. With confidence. With connection.

You’ve already got the goods. Now let’s get it in front of the people who are ready to say yes.

Let’s build something amazing—one right-fit customer at a time.

Retention Is Built Through Experience, Consistency, and Communication

Let’s talk about something that doesn’t always get enough attention in business, but it absolutely should—customer retention.

I know how exciting it is to make a sale. That moment when someone buys from you for the first time? It’s electric. It feels like a win—and it is. But let me tell you something that changed the way I look at success in business: the first sale is just the beginning. The real win is when that customer comes back.Again and again. That’s where the profit is. That’s where the growth is. And that’s how you build something sustainable, not just something that survives a good launch.

Here’s the truth: customer retention is not just a marketing tactic. It’s a mindset. It’s about building relationships, not just revenue. It’s about how people feel when they do business with you—because at the end of the day, people don’t stay loyal to products. They stay loyal to experiences.

So ask yourself: when someone buys from me, do they feel seen? Do they feel valued? Do they feel like more than just a number?

That’s the secret sauce of retention. When someone walks away from your business thinking, “They really cared,” you’ve won. Because when people feel connected, they don’t want to shop around. They don’t want to look for cheaper alternatives. They want to stay where they feel like they matter.

So how do you create that kind of experience? It’s not as complicated as you might think. It starts with delivering on your promises—and when you can, exceeding them. If you say the order will be ready in three days, have it ready in two. If someone books a service, follow up afterward to ask how it went. If you say you care, show it in your actions.

It’s also about staying in touch. And I don’t mean bombarding people with sales emails. I mean reaching out in meaningful ways. A quick thank-you email. A birthday discount. A “we miss you” note if they haven’t come back in a while. A simple, “Hey, I thought you might like this new product we just launched.” These touches don’t have to be big—but they do have to be consistent.

And let’s talk about ease. This one is huge. Make things easy for your customers. Make it easy to book with you. Easy to pay. Easy to find the information they need. Clear, simple, smooth communication builds trust fast. Confusion? That creates friction. And friction sends people looking for an easier option.

Now, here’s the exciting part for small business owners like you and me: we actually have the edge here.Big companies might have bigger budgets, but we have something more powerful—the ability to be personal.

We can remember names. We can follow up personally. We can write a handwritten thank-you note. We can connect in ways that feel real. And people remember that.

When someone feels like they’re part of something—like they matter to you and your business—they want to stay. They want to support you. They become your biggest fans, your repeat buyers, your free marketing team. They tell their friends. They post about you. They cheer you on.

But that kind of loyalty doesn’t come from flashy ads or one-time deals. It comes from experience, consistency, and communication. And the great news is—you control all three.

So if you’re sitting there thinking, “I don’t know how to get more customers,” I want to ask you:

Are you truly serving the ones you already have?

Are you showing them that you value them?

Are you making it easy, consistent, and personal?

Because when you shift your focus to creating incredible experiences for the people already walking through your doors—or clicking through your website—you don’t just grow your customer base. You build a tribe.

And that tribe? That’s what keeps your business alive when things get slow. That’s what spreads your name far beyond your marketing budget. That’s what turns your small business into something people are proud to support—not just once, but for the long haul.

So today, instead of chasing the next new lead, I challenge you to look at the customers you already have and ask yourself:

“How can I make them feel more seen?”

“What would surprise and delight them?”

“What would make them want to come back without hesitation?”

Because that’s where the magic happens. That’s how you build not just a business… but a brand people believe in.

Let’s keep it going, and let’s keep it real—because retention isn’t about tactics. It’s about trust. And you, my friend, already have what it takes to build it.

You Don’t Need to Be a Marketing Expert—You Just Need to Be Consistent

Let’s wrap up this conversation on a truth that I hope sets you free: your marketing doesn’t have to be perfect—it just has to be consistent.

I’ve met so many small business owners with amazing ideas, beautiful products, and life-changing services who are completely paralyzed when it comes to marketing. They’re stuck in their own heads, second-guessing every word, every photo, every post. They think they can’t move forward until their Instagram grid looks professionally curated, or until they can afford a full brand video, or until they figure out the latest TikTok trend.

But let me tell you something from real-world experience: perfection isn’t what grows your business. Consistency does.

If your customers don’t hear from you, they forget you exist. That’s not personal—it’s just life. People are busy. They’ve got kids, bills, distractions, and a thousand other businesses screaming for their attention. So if the only time you show up is when you’re desperate for a sale, you’re going to feel like you’re constantly starting over.

The key is to show up before they need you—so that when they need you, you’re the first one they think of.

And here’s the good news: with today’s tools, consistency doesn’t require a marketing degree or a huge budget. You don’t need to post 10 times a day or go live every morning. You just need a repeatable rhythm—something that keeps your name, your voice, and your value in front of the people who matter most.

Maybe that’s one solid post a day on social media. Maybe it’s a weekly email that shares a quick tip, a personal story, or a product update. Maybe it’s showing up at your local community group once a month and building real-world relationships. You don’t have to be everywhere—you just have to be somewhere on a regular basis.

Let me say that again for the folks in the back: You don’t have to be everywhere. You just have to be somewhere—consistently.

And you know what’s even more powerful than all the shiny tactics? Retention marketing. This is the goldmine sitting right in front of you that most business owners overlook. I’m talking about:

• A quick thank-you message after a customer buys.
• A small discount on their birthday.
• A friendly follow-up that says, “Hey, how was your last visit? We’d love to see you again.”

These things cost next to nothing—and they go further than any paid ad campaign ever will.

Why? Because they show you care. And when people feel cared for, they keep coming back.

I know it can feel overwhelming sometimes. You’re juggling a hundred things. You’ve got a team to manage, orders to fulfill, books to balance, and maybe even a family to raise. But marketing doesn’t have to be another stressor. It can be something simple, something sustainable, and honestly—something fun when you let go of the need for perfection.

So here’s what I want you to remember: the businesses that thrive aren’t always the flashiest. They’re the ones that show up. The ones that stay in the conversation. The ones that say, “Hey, we’re still here—and we’ve still got something great for you.”

You don’t need to go viral. You just need to stay visible.

You don’t need to be fancy. You just need to be faithful to showing up.

If you keep doing that—day after day, week after week—your audience will grow. Your customers will trust you. Your name will become familiar, and familiar is powerful. Familiar is safe. Familiar is what people choose.

So stop waiting for perfect. Stop waiting for the right tools, the perfect lighting, or the perfect post. Start where you are. Use what you have. Speak from the heart. Show up for the people you want to serve—and then keep showing up.

Because that kind of consistency? That’s what builds brands. That’s what builds trust. And that’s what builds a business that lasts.

Conclusion

So as we close out this episode, I want you to take a deep breath and let this truth settle in: you don’t need to have all the answers, but you do need to take action. Growth doesn’t come from perfection—it comes from movement. From stepping forward. From choosing to connect with real people in real ways, every single day.

Today, we talked about the power of knowing exactly who you’re trying to reach. Because the moment you get clear about your ideal customer, your message sharpens, your energy aligns, and your marketing becomes magnetic. That clarity is like a beacon—it helps your people find you faster.

Then we dug into what it really means to create loyalty. Retention is not about having the fanciest CRM or the most complicated loyalty program. It’s about how your customers feel. Do they feel seen? Do they feel cared for? Do they feel like they matter to you? That’s what builds repeat business. That’s what transforms a one-time buyer into a lifelong brand advocate.

And finally, we reminded ourselves of one of the most important rules in all of business: you don’t have to be perfect—just be consistent. Show up. Share what you know. Remind your audience that you’re still here, still serving, still building something meaningful. Because trust isn’t built in a moment—it’s built over time.

So here’s your challenge this week:

Pick one thing—just one—that you can do to improve the way you acquire or retain customers. Maybe that’s narrowing your messaging. Maybe it’s sending a thank-you note. Maybe it’s starting that email list you’ve been putting off. Whatever it is—do it. Don’t wait for it to be perfect. Don’t wait until you’re ready. Just start. One step at a time.

And if today’s episode sparked something in you—if you found yourself saying, “That’s exactly what I needed to hear”—then share this with a fellow business owner who needs that same encouragement. We’re building something powerful here. A community of smart, brave entrepreneurs who aren’t afraid to learn, grow, and keep showing up.

I believe in you. I believe in what you’re building. And I believe that with the right focus, the right heart, and the right habits—you can attract the right people and keep them coming back for more.

Thank you so much for spending your time with me today.

I’m John Reyes, the host of Startup Business 101, reminding you:

Don’t just chase customers—connect with them. Because connection creates loyalty, and loyalty builds legacy.

Let’s build something that lasts.

Until next time—keep going, and keep growing.

tartup Business 101

Startup Business 101 is a company that helps people start and run a successful business.  It consists of a Startup Business 101 Blog, Startup Business 101 Podcast, and a Startup Business 101 YouTube Channel.  StartupBusiness101.com has many resources to help entrepreneur navigate their way to begin their business and resources to help them it succeeds. 

If you want to start a company or have questions on what it takes to make your small business successful, check out our resources.

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