Educational Marketing

by | Jun 8, 2016

We are now fully in to The Information Age.

More than ever, if someone wants to find out how to do something, they'll hop onto the internet and 'Google It'. Even if they're browsing on a website, they want to be educated in the products/services you are providing. If you just slap a one-liner product description on the website, chances are they've already left before they got to the third word.

Why?

Because our minds are naturally inquisitive. We want to learn.

Education breeds interest, interest breeds desire, desire breeds intent, intent breeds purchase.

Now, let's be honest, you will attract more buyers if you are offering to teach them something of value, than you ever will attract by simply trying to sell them your product or service.

So Teach, Don't Sell.

How do we do this?

Education-based Marketing puts you in the position of authority - The Expert. By educating your audience how to do something, you are empowering them to achieve something, while also positioning yourself as the person that knows what they're doing. People buy from people who have expert knowledge and skills. Your task is to show them you have that.

'That's all very well and good' I hear you say, 'but how do I make any money out of it?'

Well, by first educating the customer, they now begin to trust you, respect you, and ultimately are starting to build a relationship with you. And relationships, in any part of business - especially sales, are key.

By giving away a free PDF eBook, checklist of handy tips and tools, a video or simple 'how to' blog post -  you are educating the customer, and putting yourself inadvertently in a position of authority.

Now, after they have downloaded that item, they will be far more educated in terms of the knowledge and expertise you can give, what you offer, and how you operate - thus will be far more likely to buy from you.

NOW steadily, you can go in for the sell.

Let's say they put their email address into your website and download your free eBook - great! Now you have a point of contact for them, and can email them a few days later to tell them about a new course you are developing that may be of interest to them, a service you provide, or maybe even a similar product you think may be relevant to their needs.

That customer is far more likely to buy now, because you have already built up a relationship with them, and positioned yourself as the expert and 'go-to' person for that product/service.

So when you email them a few days later, they will be far more likely to click that 'Buy It Now' button.

Basically, you just made selling a whole lot easier for yourself.

Pretty worthwhile, don't you think?

So, here's a few ideas for you to create your own Education Marketing Materials:

  • Start a blog on your website (this also helps with your SEO and link-building)
  • Give away freebie resources on your website e.g. downloadable Checklists and Toolkits (ask for their email address for them to download it, so you follow up and sell to them afterwards)
  • Free seminars delivered to focus groups of influencers and potential customers in your target market
  • Free webinars delivered online to potential customers (tip: interview influencers to gain more audience and credibility)
  • Use market-data not just product-data in your materials to give a more holistic view e.g. info about a shoe vs all the organs in your body are connected to your feet
  • Tell your company/product story and communicate the benefits of it - the ‘why’ it matters, not the ‘what’ it is
  • Ensure you have a call-to-action at the end of your education marketing material e.g. a 'signup to our email list', 'buy now', or 'find out more'
  • Position your products and services as ‘examples’ within the educational marketing material

 

Natalie

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