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How often do your customers recommend your business?

Happy New Year and what a start it is to the new year too?! Back into the joys of lockdown, home schooling and endless zoom calls… I think we probably all knew it was coming, but that doesn’t make it any easier to cope with does it.

Did you watch the London fireworks at midnight? It took me back to the 2012 Olympic Games opening ceremony, at the power of connecting with people’s lives and emotions and how storytelling is so important in bringing people together. What a fab way to end the rollercoaster ride of 2020 with a beautiful display of “You’re on MUTE” lighting up the London skies.

It’s true that we’re living in a time of history that will be remembered for generations to come, for the challenges, the sadness and the frustrations of losing loved ones, of juggling home-schooling and work and maybe just simply for not being able to hug or kiss our friends and family. But I think it’s also a time where the sense of ‘community’ has become more important than ever. I’ve loved seeing people go above and beyond to support and help each other over the last 10 months, and I’m convinced that the need for connection and relationships will continue to increase and grow in 2021.

If like many of my clients you’re starting to think about your communications and marketing strategy for 2021, then I would strongly urge you to begin with an ‘Inside Out Approach’.

Instead of spending all your energy, money and resources on attracting new customers, (this bucket will always have a leaky bottom), why not really focus on looking after your existing ones and ensuring that every step of the journey with you is special. Go above and beyond, add value and create loyalty.

I’m a big believer that people do business with people, and in 2021 I believe this will be true more than ever. And the best and most effective way to keep hold of more of the right customers, those who love what you do and will shout about what you do from the rooftops, is to focus on building relationships, telling your story and growing trust.

“92% of consumers trust referrals from people they know, and people are 4 times more likely to buy when referred by a friend”


How amazing would this be if your existing customers and connections were your brand ambassadors, naturally promoting your products and services to their connections and network? What better way to grow a sustainable business that keeps on giving than through the power of ‘word of mouth’?

So, my challenge to you over the next few weeks is to take some time to think about your existing customers and ask yourself if you’re doing everything you can to deliver and to wow them. Would they recommend your business to their colleagues, family and friends? If the answer is yes, then how can you encourage them and make it easy for them to do more of it and if not, then ask yourself why not? What are your customers feeling right now and where could you help or support them more in this strange start to the year? If you don’t know the answers then why not ask them.

I can’t emphasise enough the importance of people, of relationships, of connecting, collaborating, working together, helping each other, supporting each other and I’m sure that by doing this even more than we’ve already been doing in 2020 that everything is going to be okay in the end.

With the vaccines on their way and being stronger and more determined than ever, thanks to the unique challenges of 2020 that we’ve all shared, I’m convinced that this time next year we’ll all be telling a whole different story.

I’d like to wish you all a really happy and healthy new year and here’s to lots more adventures coming soon in 2021.

Take care Lucy

If you’d like to connect with other small business owners and get more support and help with your communications and marketing then come and join my free Facebook group Communicate with Purpose