When you run your own business, you need to be able to look at the marketing side of the company and chose how and where you will invest your budget. For any company, you need to build up a brand and the main way to do this is through advertising. You need to get people talking about your business, and the only way to do that is to make sure that your website and company is visible to them.
For your website, you need to ensure that it is highly optimised and performing well on the search engines. You should also look at the social media side of things, as this can be a great way to keep in touch with the community and also advertise new products and services. Many companies have become very quickly established through social media, and have been able to gain a lot of business by firstly building up a portfolio of followers.