When I meet young entrepreneurs who are determined to achieve success, there’s one question I love to ask: “If you lose your Instagram account tomorrow, how would you reach your customers?” I try to explain to them that a customer database isn’t just a “nice-to-have”—it’s your business’s lifeline. Running a business without a customer database is like building a house on sand—it won’t last. Imagine losing access to everyone who’s ever shown interest in your product because you don’t have their contact information. A database provides you with direct access, allowing you to reconnect instantly even if social media fails. Think of it as insurance for your business. Follow-ups are easier with a database. Past customers already trust you—sometimes they just need a reminder. It’s a low-effort means to drive repeat sales without feeling pushy. Upload your list to Facebook for laser-targeted ads. Instead of guessing your audience, you’re reaching people who already know your brand, maximising the impact of each cedi/dollar. Those who’ve bought once are more likely to buy again. Use your database to offer exclusive deals and upsells, boosting your sales with minimal effort. Collect emails, phone numbers, or social handles and organise them in Google Sheets, Mailchimp, or HubSpot. It sounds pretty simple, but it makes a world of difference. Your customer database is the backbone of your business—start building it today
