When people hesitate "using up" their marketing budget for marketing purposes (but isn't that what it's for?), I always urge them to at least keep visible. Why? When your marketing initiatives diminish, your visibility does too. When your visibility diminishes, you are no longer top of mind and your customers will forget you. Ouch. Consumers are fickle – they will buy from whom they had a positive experience from, OR whomever else (neutral) comes to mind at the decision-making point.

Successful marketing is all about momentum. So how can you keep visible with little to no money? Here’s 5 ways:

Social Media. Keep visible through tweeting to build relationships, through Facebook to send special VIP offers and messages to those who “Like” you and keep (or start) writing your blog. These are all areas you can use to build relationships with those who have demonstrated they have an interest in what you provide.

Networking. While it might be limited to your geographic range, don’t neglect keeping visible in your community. It could lead to new relationships, new business and potential PR opportunities. And you might be a good resource for referrals to others – which always comes back full circle.

Offer to speak or be part of a panel. Many organizations need specialists to deliver relevant content to their member base. Approach local and regional organizations and businesses. Critical: this is not a selling opportunity, and while it sets up the scene to be introduced to a whole new set of prospects, you will be suspect if you use this medium for anything other than educational purposes. Handouts after are fine, but no hard-sell.

Write an article. Leverage your expertise and raise your online profile as an expert in your field by writing an article or white paper and submitting to Digg or EzineArticles.com.

Participate in LinkedIn Discussions. Join groups that are relevant to your industry, or that contain members that could have your prospects. Answer questions, pose questions, be an active member and share your expertise.

Its not about the quantity of marketing investment, its about the quality. Keep the momentum, no matter what the economic cycle. 

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