Did you know that business blogs can make multiplying your profits with current clients a far easier task than it’s been in the past? In today’s installment of the ongoing marketing with business blogs series we’ll take a look at some practical ideas you can use to leverage and maximize the current client relationships you already have.

But let’s get started first with the eighth of the 12 Laws of Marketing with Business Blogs.

Law #8. The fastest, easiest way of increasing your profits lies with your current clients

It’s one of the easiest (and often most neglected) ways to grow your business – focus your primary energy on your current clients. In our coaching with business owners we’ve seen systemized strategies in this area improve relationships, extend loyalty, and increase profits of 40% or more in a matter of months. And business blogging is a powerful tool to have on your side when you’re executing these strategies online.

Yes, if your business is less than two years old, you will have to put more effort into acquiring new clients. But even brand new businesses should know that this principle is often what separates people “surviving” in business from the winners experiencing “outstanding” success and extremely high net profit margins.

What most business owners do wrong with their marketing

Most businesses approach marketing from a “lead-generating” standpoint. Their major objective? To get as many new clients through the door and into the selling cycle as possible. As a result, nearly all of their advertising and promotions are geared exclusively to generating new prospects.

This is a fatal flaw!

Pretty strong statement, but true.

I’ve seen businesses literally sit by and watch their current sales dissipate while trying to attract more and more new clients. New business is not the primary source of increased profits. Your existing client base is.

If your focus in marketing is primarily getting new clients, then you’re seriously hamstringing your profitability and growth. Even worse — you’ll soon be watching your client list dwindle as you slowly slide toward the poor house.

The mindset that will help you reverse this trend in your business

As you learned in Law #3 of the Marketing With Business Blogs series, the “Lifetime Value” of a client is not (and should never be) represented by their first purchase. One of the things you know from the Lifetime Value principle is that the first sale you make to a client rarely represents the total of their potential to do business with you. In actuality, the first purchase usually represents a client’s test of your ability to deliver on your promise.

If you’ve delivered what you promised, you’ve established trust with that client. They want you to offer them more solutions, to serve more of their needs. If you do, you’re saving them from having to “shop around” and waste their time and money.

Now your words and promises mean something because you’ve backed them up with action. Why in the world would you not want to use this relational foundation to the mutual benefit of both you and your client? Yet the vast majority of businesses don’t.

So, how much time and money should you invest in marketing to your current clients?

Here are some suggested guidelines:

· 60% of all your marketing efforts should be devoted to reselling your current clients

· 25% of your efforts should be spent converting inactive clients back to active, repeat buyers

· 15% of your marketing should be devoted to gaining new leads and converting them to active clients

Of course these figures must fluctuate depending on the maturity of your business. If you’re a start-up, nearly all of your marketing will concentrate on converting prospects to new clients. As you build your client list and are in business for two years or more — you’re essentially established and can gradually shift your distribution to the suggestions above.

How can business blogging help you maximize growth with your current clients better?

There are literally dozens of ways that you can use your business blogs to better serve your clients and build loyal, long-lasting relationships with them. Here are some simple ideas to get you started:

· Set up a business blog exclusively for customer service and support of your products/services. The organic structure of a blog allows you to build an intuitive knowledge base for easy client access. With the help of client interaction, questions, and live comments the blog becomes a valuable resource for your internal research as much as it benefits your clients.

· Create a private password-protected category in your company’s business blog that contains premium “client only” content. By providing private access to premium articles, podcasts, and videos for free you make your clients feel special while at the same time educating them about your products and services.

· For more innovative business blogging application ideas — download the FREE $297 digital coaching package at www.marketingwithbusinessblogs.com. It includes a terrific eBook that highlights 21 different internal and external applications for business blogs in your company.

Keep your eye on the most lucrative part of your business

Yes, you always want to be adding new clients to your business. But always remember that your most lucrative area for increasing profits will always be your current client base! Be sure this is reflected in the time and energy you invest in your business blogging. Take this coaching to heart both online and off-line and it will mean a significant return on your marketing investments.

In part 10 this series, you’ll learn about the companion law today’s. It’s a law that will show you where your most powerful sales people are right now… and how they’re dying to PAY YOU to get selling right away!

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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