What is Marketing?

A lot of people view marketing as the method of selling a product. Marketing, to them, means creating a print ad, television commercial, or radio segment and hoping it brings traffic so that they can make a few sales.

Marketing, in reality, is really much more than your ability to advertise your products, though. Marketing is your ability to brand yourself and make yourself known amongst members of your target audience, including your current client base. Marketing includes the way your organisation treats the public as a whole. It’s a culmination of your values, your philosophies, your team members, and their mindsets.

So when you next start to train a group of new employees, how will you explain your company’s marketing campaigns? The truth is that most of your employees don’t have all of the real skills necessary to develop a strong marketing campaign from A to Z but if you utilize the skills they do have and supplement them with outside resources you’ll do a bang-up job putting your company in the public spotlight.

These are a few things you should consider as you market your organisation:

  • Develop a customer service agreement outlining your organision’s mission or goal with respects to customer service. How will you let your customers know what your standards are and how will you get your customer service team to live up to those standards?
  • Set a procedure for complaints. Your customers should be allowed to complain if your customer service team doesn’t meet their goals or expectations. You should set a complete system, including who will take the initial complaint and how it will be handled up until it is resolved.
  • Don’t ignore those complaints, either. The better you handle them, the less likely it is you’ll lose a customer later on down the line. Even handing a complaint well is a mark of good customer service.
  • Constantly communicate with your customers. Let them know what’s going on within your organisation and how you are working to solve problems with your systems to make their experiences with you even better.

Keeping your customers happy IS a marketing method and its one you should take very, very seriously. After all, your current clients play a huge role in your marketing as well – and if they are spreading information about bad experiences you won’t receive as good a response from your traditional marketing campaigns either.

Thanks again,


Sean McPheat

Managing Director

MTD Training   | Image courtesy of Big Stock Photo

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Originally published: 10 December, 2009

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