Many SMBs offer everything consumer research indicates customers want: innovative products, keenly priced with a great brand story and solid ethos, and sold with a deeply personal touch. On the other hand, all of these attributes can be threatened by outside factors such as competition, price rises, labour shortages, the lingering shockwaves of a global pandemic, and changing consumer behaviour. Savvy entrepreneurs and marketers are using a range of tactics to help them weather these difficulties, making the most of their already loyal customers and their unique propositions. Founders and marketers from leading SMBs explain how they’re more than up to the task of maintaining a loyal customer base through thick and thin by transforming email from a sales channel to a content channel, by pivoting to address new trends while providing great service, by supporting customers to help them get the best experience, and by designing and growing community efforts.