Great leaders in any walk of life are those who are never complacent with what they’ve already accomplished. That’s not to say they don’t take a moment to celebrate recent victories, but they never become so focused on what they have accomplished that they lose sight of what still has to be done. As a business leader, you are certainly no exception to the rule. You should both enjoy and celebrate what your company has accomplished, but don’t let your celebration blind you to the amount of work that still has to be done. Retaining your existing customers is vital to your company’s health, but so is continually looking for ways to acquire new customers. Here are some tips on how to do just that.

Optimizing Networking Opportunities
Living and working in the age of social media, it’s easy to fall into the trap of thinking all of your new business will come from your posts on every platform you have access to. While you must be using social media and modern technology to get your company in front of as many people as possible, the tried and true method of word of mouth still works. Take some opportunities to network with other local business owners, especially those who own a business that is complementary to your own. Try to find ways where you could work together to a mutual benefit. Your word of mouth network matters every bit as much as your social media network.

Identify and Magnify What is Working
You should keep a constant watch on what means of advertising and marketing are working most effectively and magnify those options. When you recognize that a particular channel of marketing has attracted the customer base that you’re already enjoying, you can intensify those efforts to bring in even more customers. The old saying says, “if it’s not broke, don’t fix it;” not only should you not “fix” what isn’t broken, you should highlight it.

Play to Your Strengths
Your existing customer base is proof that you have something that already appeals to people. If you don’t have the most floor space of any business in the area, don’t try to get new customers by packing more merchandise in. Instead, focus on the customer service that people already know you for. Draw attention to what you do better than the competition instead of trying to beat them at their own game.

New customers will carry your business to the next level. Find a way to attract them and keep them.