Customer loyalty is tough to earn and even harder to keep.

You want your customers to feel heard and valued, but it's not always simple. We asked six business leaders from six successful companies to share the strategies they use to keep customers happy, engaged and coming back for more. No matter your industry, these insights are practical, impactful and worth borrowing.

1. Take the hit in hard times.

"Loyalty is built not during times of success, but when things don't go as planned. One client's business model   needed to pivot  due to unforeseen challenges. Despite the significant cost to us, we helped them restructure their team and adapt their strategy, at no additional charge. This decision reinforced our long-term commitment to the relationship, and as a result, that client has since expanded their team with us by 5X and continues to grow the scope of services they trust us with." — ALEX ROSS, cofounder and chief operating officer,   Horatio

2. Lean into unexpected places.

"In the summer of 2023, a TikTok trend exploded our business and created an entirely new consumer set. It was called the 'flat belly challenge,' and in it, women in southern states showed each other that if they drank kombucha on an empty stomach for seven days, they felt less bloated. It yielded a huge uptick in sales at Aldi and Walmart, places we hadn't considered to be hotbeds of demand for kombucha. It taught me that loyalty can come from anywhere — we can't be too precious about who we target or speak to — and that real, actual benefits can be a driving force." — CHARLOTTE MOSTAED, chief marketing officer,  Health-Ade

3. Make customers feel heard.

"A product like tea is tied to experience, ritual, and the feeling it brings people. So when we make customers feel heard and valued, they keep coming back. Once, a longtime customer reached out about their favorite tea we had discontinued. They were disappointed. So we took the time to understand what they loved about it and our team then curated a selection of teas that closely matched what they were looking for. They were so moved by the effort that they became an even more loyal customer, and shared their experience with others." — STEVE SCHWARTZ, founder, master blender, and CEO,  Art of Tea

4. Relentlessly improve your product.

"We've always been hyper focused on establishing a deep understanding of our customer and providing purpose-driven products that embody our 'fewer, better' ethos. We've done this by constantly listening to our audience and evolving our product selection, which allows us to foster long-term relationships. A great example is our iconic System Tote. While it's been a bestseller for years, we've refined it over time to grow with our customers and consistently exceed expectations." — KARLA GALLARDO, cofounder,  Cuyana

5. Treat customers like partners.

"When we started out, barely anyone in our industry offered transparent pricing. But we committed to never nickel-and-diming customers and publishing our prices online. We answer the phone in 45 seconds or less, 24/7 — whether to help customers move through a win like adding a new hire they've been courting for a month to their team, or go through something painful like a workforce reduction. These things might seem small, but together they really matter to the small businesses we serve." — MICHAEL SECKLER, CEO,  Justworks

6. Watch for customer pain points.

"One of the most painful yet valuable things you can do is watch a customer use your product in real time. It can be humbling, even frustrating, to see where they struggle or get confused, but it's also one of the fastest ways to understand their true experience. The moments where a customer stumbles are the biggest opportunities to improve, and fixing those pain points is what builds long-term loyalty." — VIVEK RAGHUNATHAN, senior vice president of engineering,  Snowflake



Source: https://www.entrepreneur.com/
Image Credit: Pete Ryan

As entrepreneurs, we embark on journeys full of uncertainty, risks and challenges. But it's those very challenges that mold our growth and drive our passion. Looking back at the 18 years I spent building OTC Global Holdings into the world's largest independent interdealer brokerage, I've come to realize that entrepreneurship is as much about resilience as it is about innovation and vision.

When I founded OTC Global Holdings in 2007, I was driven by a singular vision: to create a platform that brought efficiency and transparency to the global energy and commodities markets. We were starting from scratch in a highly competitive field, but I believed in the potential to redefine how commodities trading could be done.

The power of persistence and innovation

In the early days, like most entrepreneurs, I faced doubts — both from outside and within. The world of interdealer brokering was traditionally dominated by large players with established reputations. We had a small, highly motivated team and a platform that was still evolving. But we were committed to making a difference.

Innovation played a crucial role in our journey. Whether it was streamlining trade execution or adopting cutting-edge technologies to improve risk management, our ability to continuously innovate allowed us to stay ahead of the curve. But it wasn't just about technology; it was about creating a culture that valued collaboration and adaptability. We empowered our team to take ownership, make decisions and think outside the box. This mindset cultivated a level of trust and loyalty that was invaluable as we grew.

In those early days, it was often easy to lose sight of the bigger picture. But staying focused on the long-term vision allowed us to weather the storms. Our resilience helped us push through market downturns and periods of stagnation, knowing that every setback was a learning opportunity.

Scaling with purpose

As we grew, I faced the challenge of scaling our business. We had built something special, but the market was becoming more complex. Our next step was to expand internationally, and that meant entering markets with different regulatory environments, cultural nuances and operational challenges. It was a daunting task, but one that required bold decision-making.

The key to scaling successfully was not just expanding the footprint of our business, but creating sustainable and scalable operational processes. We developed the right systems, built strong leadership teams and leveraged partnerships that enhanced our global presence. But it all came down to our people — the ones who believed in the company's mission and helped steer us toward success.

Building a company of that size and complexity requires more than a strong product or service. It requires you to constantly evolve as a leader, understanding the balance between empowering your team and making critical strategic decisions. Leadership is about giving your people the tools and trust to succeed while ensuring that the company's core values and mission stay intact.

The decision to sell: A new chapter

In 2025, after years of hard work and dedication, we made the decision to sell OTC Global Holdings to BGC Group, a leading global brokerage and financial technology company. It was a monumental moment, not just for the company but for all those who had been part of the journey. It wasn't an easy decision to make, but it was the right one for the next chapter.

The sale was an acknowledgment of what we had built and a reflection of the strength and potential of our business. BGC's commitment to innovation, its global reach and its complementary strengths made it an ideal partner to help take OTC Global Holdings to the next level. For us, this acquisition wasn't just about financial success — it was about ensuring the continued growth and impact of the company we had worked so hard to build.
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Key takeaways for entrepreneurs

1. Resilience is key: The entrepreneurial journey is never linear. There will be setbacks, obstacles and failures. But those challenges are opportunities to learn, adapt and grow. Your ability to persist, no matter how difficult, is what will ultimately define your success.
2. Innovation drives success: Always be looking for ways to innovate. Whether through technology, operational improvements or customer service, innovation is what will differentiate your business in a crowded market.
3. Build the right team: You can't do it alone. Surround yourself with people who share your vision and who bring diverse skills to the table. Empower them to take ownership of their work, and they will help take your business to new heights.
4. Scale smartly: Growth requires careful planning. Focus on building scalable systems and processes that will enable you to expand without losing the essence of what makes your company unique. Scaling isn't just about growth — it's about sustainable growth.
5. Know when to let go: At some point, every entrepreneur must face the decision to let go of their company. For me, selling OTC Global Holdings to BGC Group wasn't about giving up — it was about taking our business to new heights with a partner who could help us reach our full potential.

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Entrepreneurship is a lifelong learning experience. It requires vision, grit and the willingness to evolve. As I reflect on my journey, I'm grateful for the lessons I've learned and the incredible people I've had the privilege of working with. And now, as I transition to my next chapter with GETCHOICE!, I'm more excited than ever to continue innovating and pushing boundaries in the energy and utilities space.
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The journey may never be easy, but it's always worth it.



Source: www.entrepreneur.com

For several years, conventional advice to small businesses has been to just “get on social media.” And while creating social media profiles is still a great first step to help promote your business, you can go much further for better results. 

Brands are facing more competition for attention than ever on these platforms. It’s not just about growing your followers, either. To get the most out of social media, it’s important to focus on finding and connecting with the right customers. Those are the users who are most likely to engage with your content, visit your website, and even complete purchases. 

So, how do you make social media work for your business in 2025? By leveraging strategies like social listening and targeted engagement to find customers on social media, you’ll set your business up for success going forward. 

The reality of finding customers on social media

​As a small business, you likely don’t have endless time and resources, so it’s essential to pinpoint strategies that offer the best results for your investment. When exploring how to find your customers on social media, modern techniques are the way to go. 

Over 60% of Gen Zs and nearly half of millennials say ads and product reviews on social media are more influential to their purchasing decisions than ads through other channels. More than 80% of consumers use social media to research and discover new products. If you can get your content in front of the right social media users at the right time, your posts can have a huge impact on customer behavior. 

One factor that’s easy to overlook is the social media platforms you choose. Selecting the right platforms for your target audience will greatly increase your chances of social media success. Consider these top platforms:
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• Facebook: The most popular platform, with over 3 billion monthly active users, is Facebook. The user base skews slightly older, but users of all ages engage with a variety of content on the site.
• TikTok: Favored by younger consumers, this platform emphasizes short-form video and livestreaming.
• Instagram: Originally a photo-based platform, Instagram now attracts many millennials and Gen Z with videos, photos, and interactive posts. 
• LinkedIn: Primarily used for professional, career-focused content and networking. 

4 steps to find customers on social media

In 2025, with more competition than ever on social media, your focus should be on working smarter, not harder. Put your effort toward finding users who are interested in your business and likely to make a purchase rather than trying to appeal to as broad an audience as possible. This technique to find customers on social media has four key steps.

Step 1: Identify your target audience

Before you brainstorm any content, make sure you know exactly whom you’re trying to reach. Ask yourself questions like:

• What are the typical demographics of your best customers? (Age, gender, location, income)
• What personal or professional goals do your target customers have that relate to your business’s products or services?
• What specific problems do your customers have, and how can your business solve them?

Look into your data about your existing customers to find patterns that can inform your target audience on social media. And if you’re trying to grow your customer base further, think about the characteristics those new customers might have in common. 

Step 2: Master social listening techniques

Social listening is all about monitoring and analyzing what people are saying online about your brand or your industry. It’s a piece of this puzzle that many leaders overlook, so you can get ahead by making social listening a central part of your strategy. 

With social listening, you gain incredibly valuable data about your customers. When you know how they feel about topics related to your brand, you can create much more impactful social media content for your target audience. 

And modern social listening tools simplify this process while also collecting and analyzing more data than ever. They can automatically track discussions on social media, blogs, and forums to give you the most up-to-date information about customer sentiment. 

Find the right hashtags and keywords

Hashtags are still an important part of growing your audience online, but the key is quality, not quantity. Research the hashtags that other users in your niche are using to find customers on social media, both in organic and paid posts. You can manually search by browsing the platforms you use, but using hashtag search tools online will speed up the process. 

Make sure to keep up with evolving hashtag trends and adjust for seasonal variations. 

Identify industry influencers

Influencer marketing is a huge trend on social media, so it’s easy to get drawn in. If you’re going to use this strategy, make sure you select influencers who fit your budget, brand voice, and niche. Ensure your influencer partners are authentic and have strong engagement metrics to help find customers on social media with these partnerships. 

Step 3: Engage with purpose

Being active on social media beyond just sharing posts will hugely upgrade your results. Focus on building relationships with your target audience rather than simply broadcasting information.

Add value to conversations

When you find conversations that are relevant to your brand (through social listening), don’t be afraid to add a quick comment. You can use your expertise to solve users’ problems, share an interesting stat, or just chime in with some support.  Try to avoid being directly promotional, as users may find that intrusive. 

Leverage partnerships

Also, consider partnering with complementary businesses to get your content in front of new audiences. You can create shared content together and cross-promote each other’s social media accounts and brands. Plus, you’ll be building business communities, which can be invaluable support systems for small businesses. Get additional support and advice from marketing experts on Constant Contact’s Be a Marketer Podcast.
 
Step 4: Create effective calls to action (CTAs)

When you’re trying to find customers on social media, selecting the right CTAs is crucial. Make sure your CTAs use action-oriented language that aligns with your exact goal. For example, you might use “sign up for our newsletter” for lead generation or “tap to shop” to drive conversions.  
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A/B test your CTAs to narrow down the most impactful wording. And put the CTA somewhere the audience can’t miss it, like the post caption or as a clickable link within the post when possible. 

The 50/30/20 rule for social media content

Most people don’t want to get bombarded with ads all the time. Keep your audience interested and engaged by balancing your posts between several types of content using these guidelines:

• 50% of your posts focus on engagement and value-adding content (e.g., How-tos, tips, expert insights, even humorous posts)
• 30% of your posts are content that you’re sharing from other relevant sources to keep your audience informed 
• 20% of your posts directly promote your business (e.g., new product announcements, sales, and events)

The 5-5-5 social media strategy

Another simple numerical strategy for improving your social media marketing is the 5-5-5 approach. Every day, take 15 minutes to cover these tasks:

• Spend 5 minutes creating/scheduling content
• Spend 5 minutes engaging with followers
• Spend 5 minutes finding new potential customers

Five minutes per task might not sound like much, but it’s more impactful than you think! On social media, consistency is key. By following the 5-5-5 strategy, you’re staying active on your profiles every day and making progress toward your goals. 

Measuring your success

Once you implement your new strategies to find customers on social media, the next step is to measure their impact. Monitor key metrics like:

• Engagement rate: The percentage of users who like, comment on, or share your posts
• Click-through rate: The percentage of users who click on links in your posts
• Lead generation: The number of new leads you created through social media
• Website traffic: The increase in visitors to your website from social media
• Conversions: The number of users who completed a specific action, like signing up for your email list or joining a webinar
• Sales: The revenue your social media posts drive

Set specific goals for metrics like these, and remember to be realistic about the figures and timeframes you’re targeting. Realistic goals help keep you on track and motivated to keep improving. 

Then, measure your progress with tools that analyze your social media activity. Many social media platforms have built-in analytics tools businesses can use, which is very convenient. For a more comprehensive analysis, try third-party social media marketing tools. 

Common mistakes to avoid

It’s normal to make some missteps as you’re fine-tuning your approach to social media. Trial and error helps you grow! Learn from others’ experiences and avoid these common setbacks:

• Spreading yourself too thin across platforms: Focus on one or two platforms that are popular with your target audience. You’ll have time and energy to create great content to share, and can always expand to new platforms later on.
• Focusing on vanity metrics instead of engagement: Impressions and reach are good to note, but focus more on impactful engagement metrics like comments, click-through rate, and conversions. 
• Posting inconsistently: Regularly posting shows users and platform algorithms that your account is reliable and engaging. 

Tools that make finding customers easier

Finding your customers on social media is much easier with digital tools geared toward specific parts of the process. 

Social listening tools

Social listening tools like Sprout Social, YouScan, and Mention will help you track online mentions of your brand or related keywords. They can also identify trends and analyze tone to gauge customer sentiment about given topics. 

Content creation and scheduling

Posting regularly becomes much easier with content creation and scheduling tools like Constant Contact. These tools often include professional post templates, content calendars, and automated publishing to your social media profiles based on the schedule you set.  

Analytics and measurement

Go beyond simple metrics with social media analytics tools like Buffer and Hootsuite. They can track how your posts perform, measure website traffic growth, and analyze engagement stats like conversions. 

Social media marketing that packs a punch

In 2025, the path to successful social media marketing starts with thoughtful planning and strategizing. Identify your target audience and use social listening to better understand what consumers are saying online. Then, work on engaging users and enticing them to take the next step with compelling CTAs.

Start small. Being consistent and committing 15 minutes of each day to interacting with users and publishing interesting content will take you far. Focus on quality over quantity to find customers on social media and avoid overwhelming your audience (or yourself!) behind the scenes. 




Source: https://www.constantcontact.com/

Being self-motivated as a leader is one thing, but how do you get your sales teams to work just as hard to keep customers happy and business growing?

There's no doubt about it — to be a salesperson, you must be a people person. Some of the world's most renowned businesses achieve such high success simply because they put their customers first.

How salespeople interact with a customer, from the acquisition stage right through to the final transaction, is the difference between making a sale and losing an opportunity to control the narrative and build your reputation.

Customer experience, teaching your sales teams to understand context and pricing, and reinforcing your point of difference will arm your team with everything they need to take your business to the top.

Sales and marketing strategies

Reinforce to your sales team that they are a welcome guest, not annoying pests.

Sales representatives often get a bad rap for being too pushy or disingenuous. People's time is valuable, and the last thing your teams should do is make prospective buyers feel like they're being conned or forced into purchasing something.

If you don't have customers, your business has nothing. Treating them as people rather than a source of profit is the only way to make authentic client connections that provide mutual benefit.

It's a leader's job to inspire their sales teams to want to get to know their potential clients — to really care about providing them with something that can change their quality of life.

Leaning on your marketing to inform your audience about your brand is also crucial. Tell them who you are, what you're about and what you can do to solve their problem.

By having a strong marketing strategy that sends a clear message about your business to potential clients, half the convincing will already have been done before they even get the sales pitch.

Context and pricing

When talking to your team about the pricing of your product or service, context is everything.

Leaders and their sales teams should always be aware of how people consume their goods based on factors such as market, business climate, price and demand.

This is where price elasticity comes in. If the demand for a product or service increases based on a change in its price, it's considered elastic. If there is very little or no change in demand with a price increase or decrease, it is deemed inelastic.

Let's take fuel, for example. This resource is widely considered a necessity, making it inelastic. Without it, drivers can't get from A to B using a fuel-powered vehicle. While consumers may choose to go to one fuel station over another, say, based on the cost per gallon, they still require fuel.

The same goes for things like bottled water in areas with limited access to clean water, electricity, housing, etc. Price elasticity can work in your business's favor when pricing is presented in the right context.

Much like price, so many things can influence a person's decision and ability to consume certain goods, so emphasizing the importance of context to your sales teams is crucial.

By encouraging confidence in pricing and assertive fee strategies amongst your teams, the sale is much more likely to land.

Differentiation

There are billions of dining furniture brands out there, just like there are billions of different toothpaste brands, formal wear brands and even gardening tool brands.

If your sales team spends their days searching for leads, whether through cold calling, emailing or door-knocking, they should know how to market your brand well.

​Telling a potential customer about your product or service is one thing, but convincing them that your product is better than the next requires sales representatives to understand your business's points of difference.

If a customer is going to ask, "Why would I buy your product over this product?" that sales rep better have a compelling answer. In fact, they should have a list of 10 reasons why your product is superior to your competitors' products. If they can't do that, quite frankly, they're wasting their time.

Arming your sales team with the knowledge they need to make customers see that your business offering is the only choice out of a sea of options is how you go from making a few sales a week to thousands per day.

Hosting brainstorming sessions with your teams, workshops and welcoming feedback are transformational ways to encourage creative thinking around your sales model and establish a set of unique value propositions and market positions.

Getting the sale

No matter what industry you're in, getting your 15 minutes of fame as a brand, let alone being a market leader, is not easy.

There will always be competition, but with a well-prepared, motivated and tactful sales team backing your business, the rewards will always be there to reap.

As a leader, reinforcing the values of client care, understanding the relationship between context and pricing, and what makes your product or service the best of the best is the surest way to make your sales team impenetrable.

Nurture your sales teams at all costs — your future business will thank you for it.




Source: https://www.entrepreneur.com
Image Credit: ​Photo by Lisa Fotios/Pexels