Quite often, small business people are so tied up in running their business or servicing customers that they forget to carve out time for marketing. I know this is particularly true for those who sell a service (such as consulting). Then one day, you come up for air and discover that the sales pipeline is empty.
It take discipline to set aside time and funds for marketing. But without doing so, small business people fall into a vicious cycle of "feast or famine." The secret is to launch some ongoing marketing programs (such as pay-per-click advertising) that generate a steady flow of sales leads. You also have to schedule time weekly to devote to marketing activities, for without them your company will have to be pretty darn lucky to grow.
Just doing something - anything! - to create market awareness of your product or service is better than doing nothing. Try committing at least two hours weekly to marketing and you'll see a difference!