May 19

Using Marketing 101 to build a team of quality employees


By Chuck Coker

Because of today’s fierce marketplace competition, marketers are always looking for ways to build and enhance a customer base, deepen customer loyalty, and improve user experience. Marketers’ extensive use of data has paved the way to create a user experience that treats customers in ways that they want to be treated.

Guess what? Employees are individuals, just like customers.

CMOs from large organizations have known for a long time that data tells a story and provides answers you cannot get anyplace else. In turn, marketers use split tests, multivariate tests and more to make sure the information they seek is telling them what they need to know.

Let’s think about marketers’ process to see if it provides insight into how we might approach dealing with the human factor. The first step a marketer considers is developing a ‘Buyer Persona.’ In other words, asking, ‘What is my target audience?’ and, ‘Who will want to purchase my product or service?’ This can be compared to benchmarking a position. Investment, time, and research are important in gathering elements that are key to understanding the buyer.

Some of these key elements include:

  • Buyer demographics
  • Problems buyers face (understanding their pain)
  • Buyer priorities and values
  • Buyer habits and characteristics
  • Buyer psychographics

Marketers know that when they have this information they have a foundation for building an argument supporting their product and/or service. Most marketers will not begin a full-scale strategy trying to meet market needs until they have this data. Wise marketers learn what it takes to acquire, build repeated use, and maintain a customer BEFORE they begin a campaign.

When hiring, most organizations try their best to minimize costs and invest as little as possible, while still believing they can find the right person for the right position without any data to support their search.

Maintaining a customer is about 20% of the cost that it takes to find a new one. Should we not apply the same mentality to hiring and retaining quality employees?

About the author 

Chuck Coker

For more than 30 years, Chuck has focused his career on people's development. He has implemented proprietary Personal Formation, Human Capital, Talent Management, and incentive-based programs across a broad scope of Fortune Companies, regional organizations, and educational institutions.


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