Leveraging Your Existing Relationship with Customers to Gain New Ones

Now that you have loyal customers, what are you going to do next? The final stage in the marketing funnel includes advocacy, meaning you need to empower these customers to advocate for your small business. Here are some helpful tips to make that happen.

Referral Programs

The easiest way to increase customer advocacy is through referral programs. This creates an incentive for your customers to promote your business because they get something too. For example, you can offer a discount for every new customer someone brings in depending on how your small business models is structured. This program could also expand into a customer loyalty program.


Testimonials and reviews are the best way to spread the word. These can be featured on your website, social media and any review platforms such as Yelp or Google. Although you run the risk of having negative reviews, it gives you the opportunity to showcase what your customers think and show additional customer service if negative reviews are written.

Provide Links for Special Offers

If you don’t have time to implement a full-fledged referral program, you can still give your customers a unique link that promotes a discount or promotion specifically for them and their referrer. For example, you can create a special landing page that helps your customers promote a special discount that they can share with a friend.

Sell Your Customers’ Successes

It sends a very strong message when you can sell your customers’ successes. Not only will the customers help promote this for you, it will also show potential customers how your product/services can help them. Try partnering with a previous customer to showcase them on social media or website and have them share it with their network.