Hey Crystal! Can you tell us a bit about your business journey and approach to socials in your business?

I started my journey as a Fractional Chief Operating Officer and Online Business Manager with a mission to help service-based business owners streamline their operations, optimize their systems, and scale with ease. My first clients came through a mix of word of mouth and building strong relationships within my community. I found that once I started sharing my own experience of juggling business, family life, and the transition into full-time entrepreneurship, it resonated with others. The real magic, though, happened when I prioritized client retention over constant client acquisition.

While social media is still a part of my business, I’ve found that relying solely on it for growth can feel like a rollercoaster ride. Engagement fluctuates, algorithms change, and it’s easy to get caught in the hustle. That’s why I’ve always tried to balance it with strategies that are more direct and relationship-based—think referrals, email marketing, and networking.

What led you to explore marketing strategies beyond social media?

I began exploring marketing strategies beyond social media because I wanted more control over my business and the ability to build stronger, lasting relationships with my clients. I realized that relying on social media can be a double-edged sword—while it’s great for visibility, it can also be very draining. I started investing time in email marketing, creating free resources for my audience (like downloadable guides and webinars), and nurturing relationships through word-of-mouth. These strategies allowed me to connect with clients on a deeper level, without having to constantly “sell” on social platforms.

What other brand growth & lead generation strategies have been the most successful for you outside of social media?

For me, email marketing has been a game-changer. Creating a solid email list and consistently offering value through newsletters, special promotions, and educational content has helped me stay top-of-mind with my audience. I’ve also had great success with referral programs and collaborating with other entrepreneurs and businesses who share a similar audience. Offering valuable freebies (like downloadable templates, workbooks, and checklists) also helps build trust and keeps my audience engaged.

Can focusing on client retention help people stop relying so much on content creation?
Absolutely! Focusing on client retention allows you to work smarter, not harder. When you retain clients, you’re not constantly scrambling to create new content or seeking new clients. Instead, you’re nurturing the ones you already have, providing exceptional service, and keeping them coming back. By doing this, you don’t need to spend so much time creating content to attract new leads. Instead, your existing clients become your best advocates, often referring others without you having to put out more content or chase leads.

What are some of the most effective client retention strategies that have worked for you and your clients?

One of the most effective strategies I’ve implemented is consistent communication. Regular check-ins, personalized emails, and offering valuable insights have helped me build trust and rapport with clients. I also recommend creating a VIP experience for your top clients—whether through exclusive offers, special resources, or even just a little thank-you gesture. Another strategy that works wonders is asking for feedback, actively listening to your clients, and adjusting your approach based on their needs.

Can you share a success story where you or a client saw growth from using retention strategies (this can be referral strategies if you prefer)?

I recently worked with a client who was primarily focused on gaining new clients through social media ads and content creation. We shifted their focus toward client retention strategies, which included follow-up surveys, asking for referrals, and offering them a loyalty reward program. The results were incredible! Not only did they see a significant increase in repeat business, but the referral program also brought in new clients—without the need for additional ads or content creation. It’s proof that nurturing your existing clients can be just as powerful, if not more so, than constantly acquiring new ones.

 What advice would you give to entrepreneurs who feel stuck on social media but are afraid to step away?

My advice is to start small. You don’t have to completely abandon social media, but you can gradually reduce the pressure of relying solely on it. Start focusing on building an email list, reaching out to clients directly, and fostering relationships through networking (online or in-person). These strategies allow you to be more intentional about your marketing efforts, while still providing value to your audience. Social media will always be there, but by building a stronger foundation with more direct forms of communication, you’ll feel more in control and less overwhelmed.

If you want to hear more from Crystal and get the most value out of every one of your clients – you can subscribe to Crystal’s newsletter here or listen to our podcast episode together here