Yep, the economy is down. But history shows it's not going to be down forever. So what are you going to do to make sure your business survives to see the up-turn? Here are a few things we suggest you DON'T try, along with some Web conferencing DO'S.

1.  Don't Stop Marketing Your Products
Media sales guru Josh Gordon noted in 2002 (and again recently in his blog) that during the Great Depression cereal-maker Post cut its advertising budget while Kellogg's did not. Guess whose cornflakes more people eat today?

DO continue to reach out to prospects using online demos and Webinars.

2.  Don't Skimp on Customer Service
…or you'll lose your customers. While it may be tempting to reduce service levels as a means to cut costs, customer management consultant Graham Hill explains how a recession actually increases the need for customer-centricity.

DO use online tools to connect with customers and provide support.

3.  Don't Keep Doing the Same Things
Though Dory's advice to "Just keep swimming!" in Finding Nemo is still pretty good, the ocean has changed. Your competition is hungrier than ever, and so are your customers. Now is a great time to innovate and swim smarter. Thinking along the same lines, blogger Paul Williams gives us another "don't" – "Don't Despair, Imagine."

DO try teleworking and collaborating online with remote colleagues.

4.  "Don't Buy Stuff You Cannot Afford"
Steve Martin and Amy Poehler learn this lesson in a great Saturday Night Live skit with the above title. Good budgeting is the name of the game right now. What do you really need to succeed? A strong product and positive interactions with your customers. What can you do without? Quote-unquote "business meetings" in the Bahamas, maybe?

DO replace expensive "business" trips with cost-effective online meetings.