Nine Expert-Backed Strategies to Expand Your Customer Base

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As posted on RollingStone / Culture Council
November 5, 2025
by Thomas Andersen, BTA Cannabis CPA Tax as a member of the RollingStone Culture Council’s Expert Panel

Every business reaches a point where their products alone aren’t enough to bring in new customers. From forming authentic partnerships to using AI for smarter outreach, sustained growth is about combining creativity with precision.

The most successful entrepreneurs know how to turn data, relationships and reputation into engines for expansion. To that end, Rolling Stone Culture Council members share the proven tactics they’ve used to reach new audiences and build customer loyalty that lasts.

Build Trust Through Authentic Branding

There are always many valid approaches, but for me, it comes down to being as genuine as possible with your brand. Beyond social platforms or YouTube, authenticity builds a dedicated audience and true customers. When people feel that authenticity, it naturally leads to lasting loyalty. It’s that loyalty that spreads your brand to new people who might not have discovered you otherwise. – Timothy Salmon, CatFace

Turn Word-of-Mouth Into Momentum

One of the most timeless ways to grow is through word-of-mouth — trust carried hand to hand, memory to memory. When someone shares your story, it isn’t just marketing; it’s belief passed forward. Referrals endure because they turn customers into keepers of your narrative, ensuring growth is built on connection, not noise. – Sudhir Gupta, The Facticerie

Incentivize Reviews to Boost Retention

Offer discounts based on positive online reviews — for example, $5 off your next order for a five-star review on Yelp. By doing so, you’ve ideally now created a repeat customer while developing your business reputation online. – Thomas Andersen, BTA Cannabis CPA Tax

Invest in Relationships That Scale

Campaigns fade. Relationships scale. That’s the real superpower. The smartest way to grow your customer base is through relationships. They are businesses’ most underestimated superpower — creating trust, sparking referrals and turning customers into advocates. Loyalty lasts longer than any campaign. – Kimberly S. Reed, Reed Development Group

Employ AI to Find Your Ideal Audience

Use data and AI to identify lookalike audiences — people who share the same traits and behaviors as your best customers. It’s so effective because it’s scalable and efficient. You’re not just adding customers; you’re adding the right customers who’ll stick around and deliver long-term value. That precision compounds over time, making growth faster and more sustainable than broad, unfocused marketing. – Ben Kruger, Event Tickets Center

Teach AI to Champion Your Brand

Make AI-assistive engines like ChatGPT, Perplexity and Google AI Mode your No. 1 fan. Actively educate AI so that, when someone is looking for a solution in your space, your brand is the only logical answer. It’s effective because the AI acts as a trusted tastemaker, giving you instant credibility and putting you in front of new customers at the exact moment they’re ready to buy. – Jason Barnard, Kalicube

Lead With Empathy to Earn Client Loyalty

Being honest and sincere is the best way to be effective. If you understand what your clients need and have helped others through a similar dynamic, you have all you need to connect with more businesses. Spend your time ensuring you understand the needs, both spoken and unspoken, of anyone, and people will want to hear more. – Bo Howard, Shapiro

Collaborate With Brands That Share Your Vision

Form strategic partnerships with complementary brands. This is effective because it taps into an already engaged audience that trusts your partner, instantly expanding reach without the need for cold outreach. The built-in credibility shortens the sales cycle and creates higher-quality, warmer leads. – Kristin Marquet, Marquet Media, LLC

Transform Happy Customers Into Brand Advocates

Figure out what referrals look like in your business, then make developing those a top priority. In the music world, it’s one thing for a person to enjoy a song. It’s quite another for them to grab a friend and say, “Hey, you have to hear this!” As the saying goes, you don’t want customers — you want raving fans. The right combination of cost, service, performance and incentive will create them. – Jed Brewer, Good Loud Media

The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives.