{"id":67388,"date":"2026-06-24T14:27:55","date_gmt":"2026-06-24T13:27:55","guid":{"rendered":"https:\/\/www.nettl.com\/uk\/?p=67388"},"modified":"2026-06-25T09:29:26","modified_gmt":"2026-06-25T08:29:26","slug":"leaky-bucket","status":"publish","type":"post","link":"https:\/\/www.nettl.com\/uk\/leaky-bucket\/","title":{"rendered":"Are Hard-Won Customers Leaking Away?"},"content":{"rendered":"<div id='familiarity'  class='avia-section av-2qwy3ht-8a2c23e8b96a4ca6a0ee5518929c44bc main_color avia-section-default avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-67388'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f\">\n.flex_column.av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f av_one_fifth  avia-builder-el-1  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div av-hide-on-mobile av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-28z32gh-8306082e681bdb1a559cb023abad5737\">\n.flex_column.av-28z32gh-8306082e681bdb1a559cb023abad5737{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-28z32gh-8306082e681bdb1a559cb023abad5737 av_three_fifth  avia-builder-el-2  el_after_av_one_fifth  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-lb2-fcc2ba402b25719590c5ffbe73c8b19b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1>Are Hard-Won Customers Leaking Away?<\/h1>\n<p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb1-8d6856e3f3bc0298e1899ab113fd785d\">\n.av_font_icon.av-lb1-8d6856e3f3bc0298e1899ab113fd785d .av-icon-char{\nfont-size:1em;\nline-height:1em;\n}\n<\/style>\n<span  class='av_font_icon av-lb1-8d6856e3f3bc0298e1899ab113fd785d avia_animate_when_visible av-icon-style- avia-icon-pos-left av-no-color avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue862' data-av_iconfont='entypo-fontello' ><\/span><\/span> <em><strong>approx 5-7 minute read<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb3-7db879506471f54f595dbe96a12d3a55\">\n#top .hr.hr-invisible.av-lb3-7db879506471f54f595dbe96a12d3a55{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb3-7db879506471f54f595dbe96a12d3a55 hr-invisible  avia-builder-el-5  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lb4-4eb11d33b7112a2c12c4e353ed40d0bd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>You work hard to win customers.<br \/>\nThe problem is what happens next.<\/h2>\n<p>Imagine you have a bucket. Then imagine everything you do to win customers pours them into the top.<\/p>\n<p><a href=\"https:\/\/www.nettl.com\/uk\/web-designers-near-me\" target=\"_blank\" rel=\"noopener\">Your website<\/a>. <a href=\"https:\/\/www.nettl.com\/uk\/seo-agency-near-me\" target=\"_blank\" rel=\"noopener\">Search marketing<\/a>. Networking. <a href=\"https:\/\/www.nettl.com\/uk\/social-media-marketing-near-me\/\" target=\"_blank\" rel=\"noopener\">Social Media<\/a>. <a href=\"https:\/\/www.nettl.com\/uk\/exhibit\/\" target=\"_blank\" rel=\"noopener\">Events<\/a>. Word of mouth. <a href=\"https:\/\/www.nettl.com\/uk\/ppc-agency-near-me\/\" target=\"_blank\" rel=\"noopener\">Ads<\/a>&#8230; All of it fills the bucket.<\/p>\n<p>And filling it takes real effort. Time, money, or both.<\/p>\n<p>But a lot of buckets have holes in the bottom.<\/p>\n<p>You win a customer. You do great work. Then you go quiet. Months later they need you again, but someone else has been in touch, so they use them instead.<\/p>\n<p>Nothing went wrong with how you won them. They just ran out the bottom.<\/p>\n<p>That is the bit many businesses never fix. They keep topping up the bucket instead of plugging the holes. And plugging the holes is far cheaper than filling it again.<\/p>\n<p>(Although, obviously you DO need to always be topping up the bucket of course)<\/p>\n<p>Anyway, we will come back to the bucket. First, the holes&#8230;<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb6-61cd207fa70b3f42d6c864b0874fe420\">\n#top .hr.hr-invisible.av-lb6-61cd207fa70b3f42d6c864b0874fe420{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb6-61cd207fa70b3f42d6c864b0874fe420 hr-invisible  avia-builder-el-7  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mqt52mc2-f1960d37b470813dc194529dfab70e30\">\n.avia-image-container.av-mqt52mc2-f1960d37b470813dc194529dfab70e30 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-mqt52mc2-f1960d37b470813dc194529dfab70e30 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-mqt52mc2-f1960d37b470813dc194529dfab70e30 av-styling- avia-align-center  avia-builder-el-8  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-67406 avia-img-lazy-loading-not-67406 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/Leaky-buckets-square-900.jpg.webp\" alt='leaky bucket metaphor to explain how businesses must continue to market to existing clients, or risk losing them' title='Leaky-buckets-square-900'  height=\"900\" width=\"900\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/Leaky-buckets-square-900.jpg.webp 900w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/Leaky-buckets-square-900-300x300.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/Leaky-buckets-square-900-80x80.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/Leaky-buckets-square-900-768x768.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/Leaky-buckets-square-900-36x36.jpg.webp 36w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/Leaky-buckets-square-900-180x180.jpg.webp 180w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/Leaky-buckets-square-900-705x705.jpg.webp 705w\" sizes=\"(max-width: 900px) 100vw, 900px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Leaky-buckets-square-900.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Leaky-buckets-square-900.jpg 900w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Leaky-buckets-square-900-300x300.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Leaky-buckets-square-900-80x80.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Leaky-buckets-square-900-768x768.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Leaky-buckets-square-900-36x36.jpg 36w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Leaky-buckets-square-900-180x180.jpg 180w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Leaky-buckets-square-900-705x705.jpg 705w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kowuxo-5456c9c0f38cf48f2a0300187bc1c4ca\">\n#top .hr.hr-invisible.av-kowuxo-5456c9c0f38cf48f2a0300187bc1c4ca{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-kowuxo-5456c9c0f38cf48f2a0300187bc1c4ca hr-invisible  avia-builder-el-9  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lb7-a55f49a5a3c8b194a15b9484b0bb107b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>The expensive habit nobody notices<\/h2>\n<p>Most businesses pour the bulk of their effort into chasing new customers.<\/p>\n<p>Fair enough. New leads not only feel like progress, but they are the life-blood of a business.<\/p>\n<p>But the numbers do not support treating new business as the whole job.<\/p>\n<p>According to <em>Marketing Metrics<\/em>, the probability of selling to an existing customer is 60 to 70%. For a brand new prospect, it is just 5 to 20%.<\/p>\n<p>That means you are several times more likely to win work from someone who already knows you than from a stranger you have never met.<\/p>\n<p>It compounds, too. Bain &amp; Company&#8217;s long-cited research found that even a small lift in customer retention drives a big jump in profit, because you keep earning from people you have already won once.<\/p>\n<p>So if all your energy points outward, you are doing the hard, expensive part over and over. While the easy wins slowly leak away.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb8-8dfc88cef7877a9c053dfea89bb028fb\">\n#top .hr.hr-invisible.av-lb8-8dfc88cef7877a9c053dfea89bb028fb{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb8-8dfc88cef7877a9c053dfea89bb028fb hr-invisible  avia-builder-el-11  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mqt6jpgp-08f9c4d00c574c243bb9c4392f940f19\">\n.avia-image-container.av-mqt6jpgp-08f9c4d00c574c243bb9c4392f940f19 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-mqt6jpgp-08f9c4d00c574c243bb9c4392f940f19 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-mqt6jpgp-08f9c4d00c574c243bb9c4392f940f19 av-styling- avia-align-center  avia-builder-el-12  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-67408 avia-img-lazy-loading-not-67408 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/happy-woman-reading-mail-900.jpg.webp\" alt='customer reading direct mail marketing' title='happy-woman-reading-mail-900'  height=\"672\" width=\"900\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/happy-woman-reading-mail-900.jpg.webp 900w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/happy-woman-reading-mail-900-300x224.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/happy-woman-reading-mail-900-80x60.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/happy-woman-reading-mail-900-768x573.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/happy-woman-reading-mail-900-705x526.jpg.webp 705w\" sizes=\"(max-width: 900px) 100vw, 900px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/happy-woman-reading-mail-900.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/happy-woman-reading-mail-900.jpg 900w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/happy-woman-reading-mail-900-300x224.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/happy-woman-reading-mail-900-80x60.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/happy-woman-reading-mail-900-768x573.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/happy-woman-reading-mail-900-705x526.jpg 705w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-qlvm0s-926380a772fb256c8c171e33b6637fb5\">\n#top .hr.hr-invisible.av-qlvm0s-926380a772fb256c8c171e33b6637fb5{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-qlvm0s-926380a772fb256c8c171e33b6637fb5 hr-invisible  avia-builder-el-13  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lb9-d9c73dfb9a50845abae56a1f2bbd96d8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Hole one: you disappear after the job<\/h2>\n<p>This is the most common one we see.<\/p>\n<p>The work finishes. The relationship goes cold. You are no longer front of mind.<\/p>\n<p>The fix is not complicated. Stay in view.<\/p>\n<p>A simple monthly email does most of the work. Not a hard sell. A short, useful note. A deadline worth knowing. A tip. A quick answer to a question customers always ask.<\/p>\n<p>The point is that when they next need you, you are the obvious call. And unlike most ways of reaching new people, you can contact your own email list as often as you like, (well, within reason!) for next to nothing.<\/p>\n<p>Do not write off the letterbox either. A well-timed piece of direct mail to a past-customer list cuts through in a way a crowded inbox often cannot. A postcard with a genuine offer, event, or a simple note, lands on the desk and stays there. Paired with email, it is a powerful nudge for the customers you already have.<\/p>\n<p><strong>Whatever it cost you to win these people the first time, this is how you avoid paying it twice.<\/strong><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb10-738f9762289077f34d3e284235cde8cd\">\n#top .hr.hr-invisible.av-lb10-738f9762289077f34d3e284235cde8cd{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb10-738f9762289077f34d3e284235cde8cd hr-invisible  avia-builder-el-15  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mqt6lqsc-cc32ab4447f076b84f129de884d9f80e\">\n.avia-image-container.av-mqt6lqsc-cc32ab4447f076b84f129de884d9f80e img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-mqt6lqsc-cc32ab4447f076b84f129de884d9f80e .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-mqt6lqsc-cc32ab4447f076b84f129de884d9f80e av-styling- avia-align-center  avia-builder-el-16  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class=\"wp-image-65085 avia-img-lazy-loading-not-65085 avia_image \" src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2025\/08\/Customer-Reviews-1030x1030.jpg.webp\" alt=\"-\" title=\"Customer Reviews\" height=\"1030\" width=\"1030\" itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2025\/08\/Customer-Reviews-1030x1030.jpg.webp 1030w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2025\/08\/Customer-Reviews-300x300.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2025\/08\/Customer-Reviews-80x80.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2025\/08\/Customer-Reviews-768x768.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2025\/08\/Customer-Reviews-36x36.jpg.webp 36w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2025\/08\/Customer-Reviews-180x180.jpg.webp 180w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2025\/08\/Customer-Reviews-705x705.jpg.webp 705w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2025\/08\/Customer-Reviews.jpg.webp 1200w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Customer-Reviews-1030x1030.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Customer-Reviews-1030x1030.jpg 1030w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Customer-Reviews-300x300.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Customer-Reviews-80x80.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Customer-Reviews-768x768.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Customer-Reviews-36x36.jpg 36w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Customer-Reviews-180x180.jpg 180w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Customer-Reviews-705x705.jpg 705w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/Customer-Reviews.jpg 1200w&quot;}\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1kae9ek-0b7baa9623a63d187353d6fa0d5863d0\">\n#top .hr.hr-invisible.av-1kae9ek-0b7baa9623a63d187353d6fa0d5863d0{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1kae9ek-0b7baa9623a63d187353d6fa0d5863d0 hr-invisible  avia-builder-el-17  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lb11-4113f5f070d76310a4a84d32ec15b585 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Hole two: happy customers who never refer you<\/h2>\n<p>Your customers are happy. They just never think to recommend you, because you never made it easy.<\/p>\n<p>Word of mouth and online reviews are the quality-lead engine for any service business. They are also the leads people trust most. BrightLocal&#8217;s 2025 consumer research found 98% of people at least occasionally read online reviews for local businesses, and that many trust them as much as a personal recommendation.<\/p>\n<p>So ask. On purpose. Build it into the end of every job. If you catch them at the right time (quickly), it really helps.<\/p>\n<p>A friendly request for a referral. A simple nudge to leave a review. It feels small. It compounds.<\/p>\n<p>Reviews are such an important factor in marketing, we have previously written more about how to <a href=\"https:\/\/www.nettl.com\/uk\/customer-reviews\/\" target=\"_blank\" rel=\"noopener\">turbocharge your reviews.<\/a><\/p>\n<p>Plus, more deeply with How to protect your brand with <a href=\"https:\/\/www.nettl.com\/uk\/reputation\/\" target=\"_blank\" rel=\"noopener\">Online Reputation Management<\/a> and specifically how important they are for your <a href=\"https:\/\/www.nettl.com\/uk\/google-business-profile\/#reviews\" target=\"_blank\" rel=\"noopener\">Google Business Profile<\/a> and local search.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb12-4acd85770c1e845d2049049282600b49\">\n#top .hr.hr-invisible.av-lb12-4acd85770c1e845d2049049282600b49{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb12-4acd85770c1e845d2049049282600b49 hr-invisible  avia-builder-el-19  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mqt7p6ir-ad5211942a8c0f8f1a192c52e2bbf0fd\">\n.avia-image-container.av-mqt7p6ir-ad5211942a8c0f8f1a192c52e2bbf0fd img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-mqt7p6ir-ad5211942a8c0f8f1a192c52e2bbf0fd .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-mqt7p6ir-ad5211942a8c0f8f1a192c52e2bbf0fd av-styling- avia-align-center  avia-builder-el-20  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class=\"wp-image-67410 avia-img-lazy-loading-not-67410 avia_image \" src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/hhappy-man-using-smartphone-900-900x630.jpg.webp\" alt=\"-\" title=\"hhappy-man-using-smartphone-900\" height=\"630\" width=\"900\" itemprop=\"thumbnailUrl\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/hhappy-man-using-smartphone-900-900x630.jpg&quot;}\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-13ppmxo-97bbb9cdf0b5d5bcccebdf61e31ceb47\">\n#top .hr.hr-invisible.av-13ppmxo-97bbb9cdf0b5d5bcccebdf61e31ceb47{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-13ppmxo-97bbb9cdf0b5d5bcccebdf61e31ceb47 hr-invisible  avia-builder-el-21  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lb14-b216c8aa45d017534eeb73f3e5bff4a0 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Hole three: the one almost nobody fixes<\/h2>\n<p>Here is the big gap. Remarketing.<\/p>\n<p>Someone visits your website, looks around, then leaves without getting in touch. Most businesses treat that as a dead end.<\/p>\n<p>It is not. With remarketing on social and display ads, you can stay gently visible to those people as they carry on browsing elsewhere.<\/p>\n<p>Think about who these people are. They already showed interest. Or they already know you and have just drifted. Reaching them again is warmer, and cheaper, than starting from scratch.<\/p>\n<p>For most businesses this is the single biggest untapped opportunity in their digital marketing. The audience is already there. They are simply not being followed up.<\/p>\n<p>If the email list catches the customers who go quiet, remarketing catches the visitors who never quite got in touch.<\/p>\n<p>Plus, you can use the email list to build your remarketing audience. Same idea. Different hole.<\/p>\n<p>(Starting to wish we called them &#8216;gaps&#8217; not holes now. You know that thing when you say a word so often that it starts to sound strange?)<\/p>\n<p>Anyway, let&#8217;s continue&#8230;<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb15-08dd303b05095dd75bb028fa977eca9e\">\n#top .hr.hr-invisible.av-lb15-08dd303b05095dd75bb028fa977eca9e{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb15-08dd303b05095dd75bb028fa977eca9e hr-invisible  avia-builder-el-23  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mqt7vbp7-a677d04944c18c6a8171cac771529691\">\n.avia-image-container.av-mqt7vbp7-a677d04944c18c6a8171cac771529691 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-mqt7vbp7-a677d04944c18c6a8171cac771529691 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-mqt7vbp7-a677d04944c18c6a8171cac771529691 av-styling- avia-align-center  avia-builder-el-24  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-67412 avia-img-lazy-loading-not-67412 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/remarketing_loop_diagram_v2-1030x576.png.webp\" alt='A customer remarketing loop diagram. It traces the journey: visitor lands, looks around, leaves without enquiring' title='remarketing_loop_diagram_v2'  height=\"576\" width=\"1030\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/remarketing_loop_diagram_v2-1030x576.png.webp 1030w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/remarketing_loop_diagram_v2-300x168.png.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/remarketing_loop_diagram_v2-80x45.png.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/remarketing_loop_diagram_v2-768x429.png.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/remarketing_loop_diagram_v2-1536x858.png.webp 1536w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/remarketing_loop_diagram_v2-scaled.png.webp 2048w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/remarketing_loop_diagram_v2-1500x838.png.webp 1500w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/06\/remarketing_loop_diagram_v2-705x394.png.webp 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/remarketing_loop_diagram_v2-1030x576.png&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/remarketing_loop_diagram_v2-1030x576.png 1030w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/remarketing_loop_diagram_v2-300x168.png 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/remarketing_loop_diagram_v2-80x45.png 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/remarketing_loop_diagram_v2-768x429.png 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/remarketing_loop_diagram_v2-1536x858.png 1536w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/remarketing_loop_diagram_v2-scaled.png 2048w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/remarketing_loop_diagram_v2-1500x838.png 1500w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/remarketing_loop_diagram_v2-705x394.png 705w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mks9wc-bb15616f20109b060b26ec32912353f5\">\n#top .hr.hr-invisible.av-mks9wc-bb15616f20109b060b26ec32912353f5{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-mks9wc-bb15616f20109b060b26ec32912353f5 hr-invisible  avia-builder-el-25  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lb16-72e202c3ef2f6e5dd958dec33d5eac91 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>What this looks like for different businesses<\/h2>\n<p>The principle is the same but it might sway slightly by sector.<\/p>\n<p><strong>Professional services<\/strong><\/p>\n<p>Solicitors, accountants, consultants, brokers. Your work is recurring and trust-led.<\/p>\n<p>A regular email keeps you top of mind for the next matter. Reviews reassure the cautious. Remarketing keeps you visible to the people researching quietly before they ever make contact.<\/p>\n<p><strong>Trades<\/strong><\/p>\n<p>Repeat work and referrals are your lifeblood.<\/p>\n<p>A quick follow up after a job. An easy review ask while the work is fresh and the customer is happy. Remarketing to people who got a quote but did not book yet.<\/p>\n<p><strong>Hospitality<\/strong><\/p>\n<p>Sustainability is built on people coming back, and by being recommended.<\/p>\n<p>An email list for offers and events. Reviews that pull in the next booking. Remarketing to people who looked at your menu or booking page and drifted off.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb17-3e495e5696e0eb1a71389fdf80c95893\">\n#top .hr.hr-invisible.av-lb17-3e495e5696e0eb1a71389fdf80c95893{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb17-3e495e5696e0eb1a71389fdf80c95893 hr-invisible  avia-builder-el-27  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lb18-7b402424980ac7a80afdbdc060c872ea '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"statsbox_de\" style=\"background-color: #f5f5f5; border-radius: 8px; padding: 16px 24px;\">\n<h2>Where to start<\/h2>\n<p>You do not need to do all of this at once. Pick the <s>hole<\/s> gap costing you most.<\/p>\n<ul>\n<li>Never speak to past customers? Start a simple monthly email. Back it up with the odd mailer.<\/li>\n<li>Customers happy but quiet? Build a review and referral ask into your process.<\/li>\n<li>Visitors landing and vanishing? Turn on remarketing.<\/li>\n<\/ul>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb19-ca24576778a9b2a424ad4169abdc875d\">\n#top .hr.hr-invisible.av-lb19-ca24576778a9b2a424ad4169abdc875d{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb19-ca24576778a9b2a424ad4169abdc875d hr-invisible  avia-builder-el-29  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lb20-e8214f6b32803437f9b534fd17472632 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Back to the bucket<\/h2>\n<p>You work hard to fill it. Whatever brings customers in, it takes effort to get them there.<\/p>\n<p>But filling the bucket is only half the job. The other half is making sure it holds.<\/p>\n<p>Stay top of mind for the next opportunity. Ask for the referral. Follow up the people who already know you.<\/p>\n<p>Do that, and every bit of effort you put into winning a customer keeps paying you back, long after the work that won them is done.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb21-95da0424e826f7a288cbc9848bc5877b\">\n#top .hr.hr-invisible.av-lb21-95da0424e826f7a288cbc9848bc5877b{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb21-95da0424e826f7a288cbc9848bc5877b hr-invisible  avia-builder-el-31  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lb22-eca8d08e879b56bc662de7d77b639851 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Want a hand plugging the holes?<\/h2>\n<p>This is exactly the sort of thing we help businesses with every day. From the activity that fills the bucket to the email, remarketing and print that keep it full, we can put the whole system together for you.<\/p>\n<p>Have a chat with us and we will help you stop the leaks.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb23-1e9f5c8db6bc529e948cf9f3b41ce107\">\n#top .hr.hr-invisible.av-lb23-1e9f5c8db6bc529e948cf9f3b41ce107{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb23-1e9f5c8db6bc529e948cf9f3b41ce107 hr-invisible  avia-builder-el-33  el_after_av_textblock  el_before_av_button '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap av-jinlazj9-71420c2f11d25f16877c2eed3289cb3b-wrap avia-button-center  avia-builder-el-34  el_after_av_hr  el_before_av_hr '><a href='https:\/\/www.nettl.com\/uk\/digital-marketing-plan\/'  class='avia-button av-jinlazj9-71420c2f11d25f16877c2eed3289cb3b av-link-btn avia-icon_select-yes-left-icon avia-size-large avia-position-center avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_button_icon avia_button_icon_left' aria-hidden='true' data-av_icon='\ue803' data-av_iconfont='entypo-fontello'><\/span><span class='avia_iconbox_title' >Build a Digital Marketing Plan<\/span><\/a><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lb24-b6144990078dbae2d7bd961433bca6a6\">\n#top .hr.hr-invisible.av-lb24-b6144990078dbae2d7bd961433bca6a6{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-lb24-b6144990078dbae2d7bd961433bca6a6 hr-invisible  avia-builder-el-35  el_after_av_button  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-lb25-d80a4da543ec19cd87c67bce74d5abbb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><em>Getting more of those first-time visitors to convert in the first place is a story for another day. For now, the quickest win is holding on to what your effort has already won.<\/em><\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='after_section_1'  class='main_color av_default_container_wrap container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-67388'><div class='entry-content-wrapper clearfix'>\n","protected":false},"excerpt":{"rendered":"<p>You work hard to win customers. Referrals, your website, word of mouth, ads. But most businesses never notice the holes in the bottom of the bucket, where hard-won customers quietly leak away. Here is how to plug them and keep more of what your effort wins.<\/p>\n","protected":false},"author":234,"featured_media":67391,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"iawp_total_views":171,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-67388","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts\/67388","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/users\/234"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/comments?post=67388"}],"version-history":[{"count":14,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts\/67388\/revisions"}],"predecessor-version":[{"id":67403,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts\/67388\/revisions\/67403"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/media\/67391"}],"wp:attachment":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/media?parent=67388"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/categories?post=67388"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/tags?post=67388"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}