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MARKETING COMMUNICATIONS OPTIONS: Thanks to technology, your communications options are expanding daily. Now the smallest companies have as many options as the largest. Blast e-mails, business connection providers (e.g., Linked-In), and, even, Youtube videos are inexpensive to prepare.

Still, before you start producing and sending, you should make sure you know your competition, your customers, and what more you could be offering. Once that's established, consider the communications options. Is your current website really helping to convey your message? Are you sending out eNewsletters on a regular basis?

Similarly with your printed materials (business cards, etc.), is it time for an upgrade? Placement articles in trade journals can make great reprints that are far more likely to be read than an advertising piece.

The important consideration is to make sure that what goes out is always professional and supports your overall message. A modest investment here can reap big rewards.

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