Sure, there are some cost-effective ways of promoting your business - flyers, sponsorships, running an ad during the Super Bowl (er, maybe not that one) - BUT what's more cost-effective than free? Here are three ways you can market your company on an empty checking account.

1. Referrals. I can't harp on this enough. Referrals are not only your cheapest form of marketing, but they may also be your BEST form of marketing. For example, if you're in the market for a mortgage broker, which is more likely to attract your business - an annoying radio ad or a stellar referral from your hair dresser who just got an amazing percentage rate on her loan? We are more likely to give our business to companies who produce good service to people we know and trust.

The key to maximizing your referrals is to ASK for them. Ask not only your customers to refer your services, but also utilize your friends and family. Arm everyone with your business cards so your contact information will be available on request.

1. Ask the Expert. Why do you think Lowe's home improvement store offers "how-to" classes every weekend? It's not a community service project - They want you in the store! In addition, they want you to buy the products you need to finish the project you're learning about. They are offering themselves up as experts in home improvement, and we flock to them for knowledge.

Well, in your line of business, YOU are the expert! Do you have to hold "how-to" classes? It's a thought. But there are other ways to inundate people with your expertise. You could volunteer your services for a nonprofit, be the keynote speaker for an event, write columns or articles (much like this one), even be the know-it-all guy that calls in to the local radio talk show every day. These are just some ideas that will put your name out to the public for free. Hey, in some cases (such as the keynote speaker) they may even pay you!

1. Good Old-Fashioned Networking. Tips #1 and #2 are leading up to a bigger idea - networking. I always hated the part in career seminars when they started talking about networking. The word ranks up there with "synergy" and other corporate contrived crap. But, the truth is that the more people you know, the larger your potential customer base is.

There are functions that are designed specifically for networking. That's one way of doing it. As for myself, I steer clear of events sporting dressed-up business-card wielding zombies that act like they are listening to you when they're really not. It's just not my thing. But I am involved in a civic club. And I do offer my services to agencies in need, like the church and the local Homeowner's Association. Network at the gym. Network at the grocery store. Network in the ladies room. Basically wherever you can meet people, you can network.

One thing you may have noticed that all of these tips have in common is that they involve people (a.k.a. potential customers). It doesn't cost a dime to talk to someone, offer them advice, give them a business card, or ask for a referral. So go to your nearest public bathroom and see if you can't drum up some business.