There’s an old expression: Out of sight, out of mind. People will not do business with you if they do not know you are there. Even people who have done business with you in the past tend to forget about you once the current transaction is completed. Staying in sight is important.
It used to be that the only real option was advertising in local publications. This always involved sales representatives, layout artists and costly marketing campaigns. And there was no guarantee that people would even see your ad or even that they would read whatever publication your ad was placed in.
These days we have some other options. Email campaigns are easy to produce using online resources like Constant Contact or Vertical Response that allow you to target your audience.
It’s important to avoid overusing these resources. People are already inundated with sales calls and ads and don’t appreciate the flood of unwanted pressure. But an occasional “heads up” or a “special offer” from someone they have already done business with can go far to bring in more work and can be literally be done on your coffee break.