You know what I find simply frustrating? It’s watching perfectly viable businesses go down the tubes. Or worse, struggle for years just getting by because they don’t know how to effectively market their goods and services using a click-and-mortar (online and off-line) approach. Maybe it’s just me, but I hate to see this happen.

In my work as a click-and-mortar business coach I’m driven with an evangelistic zeal to optimize every resource a business has so that performance and profits can be maximized (and that includes business blogging.)

Why? Because I believe that business owners are put into a position to bless people…

· To provide products and services that improve people’s lives.

· To provide an environment that provides opportunities for employees to better their lives.

· To live a lifestyle that is fulfilling and satisfying far beyond what any other venture would bring.

And that’s exactly why we’ve taken the time to create this 13-part series covering the 12 Laws of Online Marketing with Business Blogs, RSS, and Podcasts. To help you take significant steps towards each of those goals by creating a more efficient system for building your prospect list and increasing client loyalty.

If you’ve been following along in this series, we’re going to jump right to Law #4 from the 12 Laws of Online Marketing with Business Blogs, RSS, and Podcasts. (If you missed earlier installments to this 13-part series, you’ll want to go back and read the introduction to learn some critical requirements for making these laws work in your business. You can find them here in the Marketing With Business Blogs archive.)

Law #4. Leverage every thought, action, and physical asset for maximum performance and profits

Leverage is a topic that spreads laterally and permeates your company down to every nook and cranny. It deserves at least a 6-week coaching program to be fully mastered. But what I can do here in Part #5 of this series is give you a solid introduction to leverage as it relates to business blogging. An introduction that will ignite your passion for unleashing the hidden profits lurking in your business.

First, let’s define what we mean by leverage

In the simplest terms, leverage means to multiply and maximize the productivity of a resource. Any resource.

For example, I recently worked with a business owner in the financial services arena to coach his sales team on how to encourage clients to increase their average investment amount by 15%. With no additional cost or effort, he just leveraged his sales staff. He increased the company’s sales productivity and his profits by 15%.

Leverage applied to business blogging, RSS, and podcasts

Let’s take a look at a real life example of leverage in action on the World Live Web. Another one of our business coaching clients was struggling to get better search engine rankings for her main website (and by default, her physical store locations) with her business blog. She was already blogging two to three times per week herself, with three of her employees contributing to the blog at least once per week each. That’s a total of five to six posts with new content each week.

We met to review her top keyword list and analyze the previous month’s posts on her business blog. We found that there was lack of a common theme from both her and her employees, and that was negatively impacting their search engine results. We revisited her business blogging strategy and developed a theme timeline that was to be scheduled over the next 60-days.

In just two weeks we saw movement in the search engine results, and in 45-days she had broken in to the top 10 rankings for some of her best keywords. And most importantly, at the end of the two months this business owner’s subscription rate for her newsletter increased by 40% with no other changes being made to her online marketing!

This business owner and three of her team members were already posting fresh content to the company business blog. There was no extra time or money added, just focusing on the right keywords and the right business blogging strategy. Yet the results speak for themselves. This is leverage at work on the World Live Web!

Other areas to leverage online and off-line

The number of resources you can leverage for significant returns may surprise you. You can leverage ads, headlines, prices, publicity, in-store sales, field sales, average purchase amounts, repeat sales, referrals, new customer leads, lead conversions, and on and on. Plus, we’re not even talking about your associates (employees), management team or your business systems. That’s an entirely different arena of exponential leverage that we cover over at the Business Owners Blog.

If you’re already business blogging, apply Law #4 to your actions and efforts. When you do I assure you that leverage will have more of a compounding growth impact on your online marketing, list-building, and client retention than you ever thought possible.

If you increase the search engine rankings of your business blog, AND build your subscriber list at the same time you’ll find it much easier to boost your average sales amount, AND increase the repurchase frequency of your current clients. This is the type of compound increase we’ve seen busy business owners achieve time and time again. When you properly apply the principle of leverage you can quite easily double or triple your annual net profits!

In part six of this series, your digital business coaching will continue with Law #5 of the 12 Laws of Marketing with Business Blogs. In the next installment you’ll learn how to capture the attention of both humans and search engine spiders for remarkable marketing results.

Learn how to unleash the maximum marketing power of business blogs, podcasts, and RSS (in any industry, profession, or niche) with Marketing With Business Blogs™.

John-Paul Micek is a published author and weekly columnist for the business section of the Honolulu Star Bulletin. He’s known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™.


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