The biggest problem that most small businesses face is how to attract and win new business.

When you get a new customer, no doubt your service will be excellent, you will deliver according to your promises and this customer will continue to buy from you for many years.

But when you market your services, the promises you offer are also being promised by many other companies. If only you could get more prospects to experience your excellent and reliable service, then they would realise that you are one of the few businesses that actually do deliver the value and results you promise.

The investment you put into internet marketing to find new prospects brings poor returns because the material you use is mostly ignored and at best read with scepticism. The reason is because the prospect has no basis to believe your claims and will see the risk as too high until they actually experience the delivery of what you have promised.

The solution is to create two different internet marketing strategies. Create a front-end marketing strategy to acquire new customers and a back-end marketing strategy to nurture your existing customers.

If most of your business comes from your existing customers, then your back-end marketing strategy is all about clarifying your services to deliver the highest possible value and results that you can consistently achieve. With this strategy, your customers will implicitly trust you and continue to buy from you. Calculating the lifetime value of a typical customer based on your new back-end marketing strategies, you no longer need to focus on the percentage income from the first sale. You can now increase your investment in customer acquisition activities and consider new strategies to make it really easy for prospects to become customers.

Your front-end marketing strategies will achieve the successes you have always sought by introducing such powerful and irresistible offers to your targeted prospects for their first purchase that they will find it impossible to pass by.

Explore what offers you could use for the front-end marketing strategies. Of the normal products and services you would offer a prospect, consider what part or aspect of your offer you could make available for a substantially reduced price, or even free. Test these offers to find which ones appeal to your prospects.

You can then build up a strong portfolio of offers to make your investment in customer acquisition pay for itself many times over to produce an extremely successful and powerful front-end marketing strategy.