Recently I have been asked the question “what is the best aspect of marketing?” or “what marketing is the best?” This is a question that even the most veteran of marketers would not be able to answer as it completely depends on your business. It is also a lot harder to answer as marketing is so rapidly evolving that we are seeing more and more marketing tools, such as social media. However, when meeting anyone in marketing the vast majority would tell you the best marketing for you is X Y or Z – services that their companies offer. But what is best for you?

The best aspect of marketing, in my opinion, is communication. My marketing mantra is ‘speak the language of your clients’ and this is printed on a bit of paper on my notice board next to my monitor. The reason I choose to hold communication higher than others in my marketing arsenal is for one simple reason. If you employ an A grade marketing company to do a varied range of marketing activities to promote your business, then you would expect some very good results for your business, would you not? All the marketing in the world will not bring you any new business if your communication is not right. You have to speak, write and even present your marketing in a language that your potential clients understand.

Whenever you write a new blog, a social media update, or even a press release, write it in a language that appeals to your target audience. A lot of potential clients may not know your industry related jargon so therefore they don’t fully understand the message that you’re putting out to them. I work with a lot of websites and have seen them in all shapes and sizes. When I have had to do some research on a business website, on several occasions I have honestly struggled to fully understand what the business offers as their content is just industry jargon that makes no sense to an outsider. After finding out what the business finally does, do you think I would consider using this business?

Communication is a two way street. Of course you do need to make sure that all of your outgoing communication is in a plain language that your potential clients and customers understand. However what do you do about listening? What are their needs? What are the pain points of your clients and how can you help to resolve them? You can identify a lot of information about your potentials via platforms such as social media. Do the research and find out what they’re saying, after that, arrange an interview or meeting with them and find out how you can help.

Bill Gates once said “your most unhappy customers are your greatest source of learning.” This ties in very nicely with two way communication.  Speaking to unhappy clients is a task that nobody enjoys – understandably, but think of the rich knowledge you can gain. An unhappy client can tell you a lot about your business, it can help you develop areas of your business that need improving. By speaking to an unhappy client you are also helping to protect your brand. If an unhappy client has a really negative experience with you, then they’re going to tell people about it. However if you try and talk to the client and find out what caused the issue, they will feel like they are being listened to ? this could save your brand from negative feedback.

Just remember to speak plain and simple – I bet you’ll find that more of your potential leads will be interested in your material. Listen to your unhappy clients and customers to prevent the same issues being caused in the future. How do you communicate with your potential customers and clients? Do you speak plain English or are your sentences spiced with industry related jargon?