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FedEx Office recently conducted our fourth annual Signs of the Times survey of small business owners nationwide. In addition to finding that optimism and business investment are on the rise, our survey showed that many of you find it challenging to determine your marketing mix. In fact, nearly half of you believe you aren’t spending the right amount on marketing and advertising.

Here’s what I think: Worry less about what you spend and focus more on where you spend it. Every company—no matter its size—needs to get out the message that it’s got what customers want and need. Saying it at the right time, in the right place and to the right people is the most effective way to catapult your business ahead of the competition.

Right time

Timing may not be everything, but it’s in the top three priorities when it comes to marketing. Businesses of all sizes have peaks and valleys; understanding yours will help determine the cadence of your marketing.

At FedEx Office, we’ve learned that spring signals a surge in banner and poster demand, so that’s when we focus our marketing to remind small business customers of our related capabilities. Use the seasonality of your products or services to target conversations with your customers, making them more relevant to their needs. When we’ve gotten away from marketing the seasonality of our products, our return on marketing has suffered. The same may be true for your business.

Right place

During the past several years, many businesses have turned their marketing attention toward the Internet, assuming it’s cheaper. It’s easy to get caught up in the next big thing, like social media, and forget the rest. The real potential lies in discovering the right mix of placements—new media and traditional channels—to reach your customers.

Your most connected customers can be influenced by a well-placed traditional-channel message. Sometimes print media is the best way to drive awareness of your blog, website or Facebook page. Even big-budget marketers have discovered that to be truly effective, “integrated marketing” has to be more than just a buzz term.

Remember to talk to your customers where they are. And focus on your return on investment: No matter how inexpensive the tactic, it’s not valuable if it’s not working.

Right people

To get real results, you have to talk to the right people. Growing your business requires the same approach.

Do you know your best customers? How did they discover you? Why did you win their business? What else might they need?

Spend some time uncovering who you should be talking to. Try social media listening or e-mail a brief survey to your 100 top customers. Once you know your audience—your best customers—you can find more of them and create a brand experience that uniquely speaks to them.

Right on the money marketing

Once you start exploring the right time, place and people for your marketing, each should influence the others. Lead with one decision, and see where it takes them.

The timing or audience of your marketing message may end up driving the placement. Where you place your message can certainly influence the timing and audience.

When you tailor the pieces to work together, your marketing will be right on the money.

Randy Scarborough is vice president of marketing at FedEx Office.

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