I'll tell you that I'm surprised at how much focus is spent on advertising to attract new clients versus marketing efforts to up-sell or re-sell current customers. When you are small and don't have a lot of cash to throw around, I suggest focusing on developing more products/services you can sell to your current customers. They already trust you and will buy what you are offering if they need it. The trick is for you to constantly study their needs and tailor your services to solve their problems. Regardless of how many dollars you spend on advertising or how much time you spend in marketing, a simple formula to follow is:
25% of your marketing efforts should be spent trying to generate new leads
50% of your marketing efforts should be spent trying to get more business from current customers
25% of your marketing efforts should be spent trying to reactive old clients (ones that haven't worked with you in over a year or more)
A huge part of our success is due to the fact that we have a small handful of clients that buy just about everything we sell on a regular basis. I've attempted lead generation campaigns but they almost always end up in severe disappointment. Up-selling or re-selling current customers is far more profitable! Obviously, you don't want to forget about trying to attract new customers but I'd use the formula above when allocating your marketing resources.
Executive Producer & CEO
Fire Eye Productions, Inc. http://www.FireEyeMedia.com