What does it take to grow a thriving business? Much like planting a tree, success doesn’t happen overnight. It requires patience, nurturing and the right conditions to take root and flourish. Just as a strong tree begins with rich soil and steady care, a successful business is built on a solid foundation and consistent customer engagement. Here’s how you can cultivate lasting growth using the same principles that support a thriving and resilient business.

Start with good soil – build a strong digital presence

Every great tree begins with nutrient-rich soil, just as every successful business starts with a strong digital foundation.

To ensure your business has fertile ground to grow:

  • Establish a professional website as this is your digital storefront. It should be mobile-friendly, easy to navigate, and optimised for search engines.
  • Claim and optimise your online listings to help customers find and trust your business.  For example, a pet grooming service should ensure that its Google Business profile has accurate opening hours, photos of happy pets and customer testimonials, making it easy for pet owners to choose them over competitors.
  • Ensure consistency by keeping your business name, address and contact details identical across all digital platforms to enhance credibility and visibility.

Water it regularly – consistent customer engagement

A tree can’t survive without regular watering, and neither can a business without ongoing customer interaction. Engagement fosters trust, loyalty, and long-term success. Research suggests that brands that do best with customer experience bring in 5.7 times more revenue than their counterparts who lag in this area.

Ways to keep your business fuelled include:

  • Responding to reviews and messages quickly. Harvard Business Review found that leads that are not contacted within the first five minutes are 400% less likely to convert.
  • Using automation to send personalised messages, follow-ups and special offers based on customer preferences.
  • Posting on social media channels regularly and interacting with comments to keep your business top of mind. For example, a boutique travel agency could consider hosting a live Q and A session on Instagram every month, helping customers plan their dream holidays, while building trust.

Provide support and protection – invest in technology

Just like a young tree needs a protective stake and occasional pruning, your business needs support systems and adaptability. Implementing customer relationship management (CRM) tools, AI-driven automation and streamlined payment solutions ensures efficiency and scalability. Research indicates that 91 percent of businesses with more than 10 employees use CRM software to manage customer relationships.  For instance, a baker could use a CRM system to track customer orders, noting preferences such as custom cake designs and dietary restrictions. By using this data, the bakery can send personalised offers, remind customers of seasonal specialties and even suggest tailored orders for upcoming celebrations.

Expect seasons of growth and challenge

Even the strongest trees face harsh weather. Economic shifts, changing consumer behaviours and competition are inevitable. But just as trees grow deeper roots in tough conditions, businesses that adapt and innovate emerge stronger.

A family-run café, for example, may have noticed a decline in foot traffic due to rising competition. To adapt, they launch an online ordering system for takeaway, introduce a digital loyalty program through their app and use social media ads to target local customers with special offers – blending in-person charm with digital convenience.

Harvest the rewards – build a loyal customer base

A fully grown tree provides shade, fruit and beauty. Likewise, a well-nurtured business creates customer loyalty, sustainable revenue and long-term success. Loyal customers spend 67 per cent  more than new customers, making retention just as important as acquisition.

By building a solid foundation, maintaining meaningful customer connections, embracing technology, and staying agile in the face of challenges, your business can achieve sustainable growth. While success takes time, every step you take today sets the stage for long-term resilience and opportunity. Let’s get growing!

By Elise Basillie, Head of Thryv Australia and New Zealand