I don’t mind telling you, my head is just spinning. I looked, but I don’t have $700 Billion. How about you?

Whatever your political leanings, you had to feel sorry for the President tonight (and for the American people). Watching him – with hat in hand – ask the public to “rescue our economy” was a devastating sight. So again, dear readers, we are required to find success amid the swirling winds of uncertainly.

In response to a tough economy, savvy marketers have been accelerating the movement of their budgets away from broad based advertising vehicles to measurable, targeted communications. Primarily, that means online tactics. While I strongly believe in web-centric marketing in this environment, for those in the right situation, now more than ever it’s critical to be practical.

Look within.

If you’re fortunate enough to have a solid circle of customers, the best marketing dollar you could spend, and for some, the only marketing dollar you should spend, is on relationship building with your customers. In fact, expanding your circle to include vendors, distribution partners and others business relationships could be your best opportunity.

Want to be more aggressive? Consider looking to your competitors. Yup, your competitors. You’re not the only one shaking your head right now – that gal in the other rocking boat is your competition. Chaos, uncertainly. Change is coming – everywhere. Is it time to team up with your competition to gain market share, control cost, and have a broader client circle to build relationships with? Could be.

Don’t stop looking for new customers. Use your web presence as a jumping off point to build new relationships. But look to your circle of existing relationships to reinforce your presence in their lives, provide comfort, and look for new opportunity.

The search within can produce the highest returns.

Posted by: Steve Banis