How Does a 40-Year-Old Business Find New Customers? Staying Relevant in a Modern Market Without Losing Your Legacy
For businesses that have been around for decades, like G&H Distributing, longevity is a badge of honor. But even with years of success behind you, the challenge remains: how do you keep growing and attract new customers—especially in a digital-first world?
Here’s how long-standing businesses are finding ways to stay relevant, reach new markets, and continue their legacy into the next generation.
1. Lean Into Your History—But Don’t Get Stuck In It
Your story matters. Customers trust companies that have stood the test of time. Highlight your experience, your expertise, and your customer-first mindset. But don’t let history become a crutch. Modern customers still expect speed, technology, and innovation. Use your heritage as a foundation, not a finish line.
2. Upgrade Your Online Presence
A 40-year-old business that’s not easy to find online might as well not exist. Invest in:
A professional website with clear product listings and contact info
SEO (Search Engine Optimization) to show up when people search terms like “industrial hose supplier” or “warehouse stretch wrap”
A mobile-friendly experience—most users will find you on their phone first
If you’ve recently launched a Shopify store, you’ve already taken a major step in the right direction.
3. Embrace Social Media and Content Marketing
Even industrial and B2B businesses are winning customers through platforms like Facebook, Instagram, and LinkedIn. Share:
Behind-the-scenes content of your operation
Customer testimonials and before/after results
Promotions and blog posts (just like this one)
Show that your brand has personality and presence—even if your products are all business.
4. Focus on Education Over Sales
People don’t want to be sold to—they want to be helped. Offer valuable information:
How-to videos
Product selection guides
Blog posts that answer common customer questions
When your business becomes a trusted source of knowledge, you build long-term customer loyalty.
5. Referrals Still Work—Now They're Just Digital
Word-of-mouth is more powerful than ever, but now it shows up in the form of:
Google reviews
Social media shares
Tagged mentions from happy customers
Encourage satisfied customers to leave reviews and tag your business. Reward referrals with discounts or exclusive offers.
6. Target New Markets Intentionally
Look at your existing customer base. Then ask:
Who isn’t buying from us that should be?
Are we serving industries that are growing?
Can we offer smaller minimum orders or new shipping options?
Small adjustments in your approach can unlock whole new customer segments.
Conclusion: Old School Values Meet New School Growth
Being in business for 40 years proves you know how to serve your customers. But finding new customers means evolving without compromising what made you successful in the first place. By blending traditional values with modern tools, your next 40 years can be even better than the first.