Can't afford to market? Think again.

The current economic situation provides an excellent opportunity to reassess your entire marketing strategy and consider how you can integrate free and low-cost marketing tactics to outshine your competition. When others have stopped advertising and marketing, you can take advantage of a less-cluttered environment to build top-of-mind awareness with potential clients. Any business can afford to market sensibly—all it takes is a little ingenuity.

Here are 3 free things you can implement immediately, whatever the size of your business, to supplement your advertising:

• First, advertise your Web site on every piece of collateral you have, from your business cards to your letterhead to your fax cover sheets to your invoices. I'm amazed at how many businesses don't do this. You're already paying to print them, so the added info doesn't cost a thing.

• Put a link to your Web site in your email signature. If you don't have an email signature, set one up! It's easy to do in Outlook and most other programs, and you should include your company name and contact info as well as your Web site link.

• Use your invoice and/or receipts to convey a marketing message. Program the message into your software and it will automatically appear every time. And change the message regularly so it doesn't become "invisible."

Use every opportunity to keep your business in the public's eye and when the economy turns around you'll be ahead of the game.