Maintain a presence. The worst mistake to make in a downturn? Cutting your marketing budget to the point that brand awareness dwindles. When the recovery comes, those who have kept a marketing presence will pick up the rebound. PR can be a very cost-effective awareness tactic. Ad space is currently cheap, and many media outlets are willing to throw in extras.

Focus on retention. Your current customers are your greatest asset in a recession. Be sure you focus on communicating your value to them, and be sure you understand their satisfaction level and pain points. Quick, low-cost online surveys can keep you current on their attitudes and concerns so you can develop effective retention (or stop-loss) programs.

Move online. The affordability and measurability of online programs has drawn even the most conservative marketers to the Internet. In particular, search, webcasts and email newsletters are great for acquisition; newsletters, webcasts and online resource centers work well for retention.

Grab market share. A downturn can be a good time to cherry-pick your competitor's customers via high-value offers. For example, some banks are offering up to $150 for new deposit customers.

Value trumps price. Many marketers are slashing prices to boost sales. While everyone has to pay the rent, be aware of the effect that price reductions have on entrepreneurs' perceptions of your brand. While price is an important consideration for SMBs, many are more interested in long-term value, even during slow times.

Learn how BBI can help you achieve your 2009 SMB marketing resolutions.