How to Find Customers for Your Business in Stoke-on-Trent

Starting a business in Stoke-on-Trent is an exciting venture, but finding customers is often the first biggest challenge for new entrepreneurs. Whether you’re opening a physical retail shop, launching a digital service, or a producing creatives, attracting a loyal customer base is one of the keys to success. This guide aims to provide practical, actionable strategies tailored to the unique business landscape of Stoke-on-Trent, helping young entrepreneurs like you connect with customers and make your mark in Stoke’s vibrant scene.

Know Your Customer Like a Best Friend

You can’t sell to everyone, so get laser-focused on who your customer is exactly. Stoke-on-Trent’s 260,000 residents offer a diverse crowd. Research local demographics and define what type of person you can deliver the most value to – this is your target audience. For example:

• Who Are They? Age, hobbies, lifestyle – e.g., 30-year-old mum homeowner with a nuclear family who is into eco-friendly crafts.
• Local Trends: The city’s industrial roots and creative industries might shape what people buy.
• Economic Factors: With average lower incomes (Plumplot), Stokies may prioritise budget friendly products or services.

Utilise local resources like Google Trends or the Stoke-on-Trent City Council for market insights. Once you’ve defined your target customer to the upmost detail, focus entirely on them and no one else. Otherwise, introducing inefficient time management in the early days of a business could be its detriment.

Networking in Stoke-on-Trent

Stoke’s community spirit could be your secret weapon. Networking isn’t just handshakes, it’s finding your first customer, supplier, or service partner:

• Events: Check Eventbrite for networking, co-working, and educational opportunities in Stoke-on-Trent, such as Marketing workshops at Keele University or Celebrating Women in Business at the Smithfield.
• Local Organisations: Join the Federation of Small Businesses for one-on-one mentoring or Staffordshire Chambers for connections.
• Community Involvement: Participate in community initiatives or sponsor local events to increase visibility.
• LinkedIn: The hidden gem of business networking that many often overlook. Search for your ideal people, send them a connection request with an introductory message (think 30-second elevator pitch) – then rinse and repeat!

Leveraging Local Footfall

For new entrepreneurs pursuing physical space, Stoke-on-Trent’s bustling shopping spaces can be goldmines for meeting ready-to-buy customers. But don’t worry, if you don’t think your business requires a physical space, you can still benefit:

• Longton Exchange: This vibrant centre’s growing fast, with barely an empty shop. Locals love it, and to top it off, once a year the owner offers one lucky entrepreneur a rent-free shop for an entire year! Learn more about Win a Shop 2025.
• Trentham Shopping Village: With over 70 upmarket timber lodges housing amazing Shops, Cafés and Restaurants and a lovely friendly village atmosphere, nationwide ready-to-buy consumers visit Trentham.
• Hanley & Stoke Indoor Markets: With dozens of stalls, these hubs buzz with local traditional shoppers. Set up a stall or partner with already established vendors to promote your business.

Don’t have a need for physical space? Use these spots to market; chat with potential customers about your service.

Digital Marketing on a Budget

Digital marketing is essential for reaching customers, not just in Stoke-on-Trent but everywhere. Smart online moves can pull customers to you, even with a limited budget:

• Social Media: Pick platforms your audience uses—Instagram for creatives, LinkedIn for professionals. Share relevant content that provides value to your audience and they will keep on coming back.
• Local SEO: Optimise your website for localised search terms like “[Your target area] [your business type].” For us, that might be “Stoke-on-Trent Business Resources.” Set up a free Google Search Console profile to track your search rankings.
• Email Marketing: Build an email list through your website or local events and send frequent (though not too frequent that it’s spam), value-packed updates (e.g., “3 budget tips for Stoke shoppers”).

The Stoke-on-Trent City Council offers free digital marketing workshops to help you get started. Contact them to learn more.

Seal The Deal With Community Engagement

Stoke-on-Trent is built on tight-knit community values, trust, and authenticity. For those whose target customer is a Stoke resident, show them how you relate:

• Supporting Local Causes: Partner with local charities like The Dougie Mac, or events tied to the city (E.g. the recent 2025 Centenary celebrations – Stoke-on-Trent Centenary). As well as encouraging good karma, it gets you noticed.
• Customer Feedback: Actively seek feedback either verbally or online. Whichever method you go with, ensure that it is structured and the responses are organised ready to analyse your results.
• Storytelling (Personal Brand): People buy from people, and a strong personal brand fosters trust. Share your journey, be open, be vulnerable, and your viewers will reward you with their loyalty.

Closing Practical Tips for Success

• Start Small: Test your strategies and ideas with a Minimal Viable Product (MVP) before going all in to save both time and cash. Learn more about what an MVP is here.
• Track Everything: Use free analytics tools like Google Analytics to measure which customer acquisition methods work for you.
• Relentlessly Consistent: Regularly engage with your audience to build a strong, loyal customer base. After all, it’s cheaper to keep customers coming back than to chase new ones!
• Wow them: Under promise and over deliver. Great service turns buyers into fans. Go the extra mile to make them stay.

Finding customers from Stoke-on-Trent is about knowing your people, showing up where they are, and building trust with every step. You’ve got the tools; local markets, digital smarts, and a community that’s got your back. Now it’s time to act.

Will you Subscribe to our newsletter for more tips? Receive valuable insights to grow your business directly to your inbox. Let’s make Stoke-on-Trent the home of unstoppable entrepreneurs.

Ethan Wright

Founder, Stoke Startup

Note: This is not financial advice.