First thing, don’t panic. The economy may be tanking but your business doesn’t have to. Unless you let it.

Now is the time to market your business. Actually marketing your small business should never stop. The trick is to focus your marketing. Now more than ever you have to budget your money. To be successful you need to figure out what types of marketing to do, and then do it.

Direct mail pieces such as postcards, sales letters or brochures are a great way to reach your target market. Create your own mailing list. You can find dba’s in the newspaper for new businesses. Or you can look in the phone book (the old yellow one) or online. Send out a few each week.

E-mail blasts are great. And there’s no postage. Or printing costs. Add a form to your website to collect e-mail addresses from people who want to subscribe to whatever you have to say.

Don’t forget ads in local newspapers and throwaways. Ads need to be seen a multiple of times before people remember them and respond. Placing an ad once in a while will be a waste of time and money.

If you must cut costs, don’t skimp on your marketing. Just focus your efforts.