Great short article this week by Blake Morgan at Forbes, "Why Education is the Best Marketing."
Training and educating customers is one of the best ways to build relationships and develop customer loyalty. It not only provides valuable information to your customers to show them how to use the product, but it also can show them more ways to use your products than they could have previously thought.
Educational marketing is an excellent way to provide value to customers and prospects, increasing the likelihood of reciprocation, and moving us away from a self-promoting style of selling.
In an article from 2013, Joe Pulizzi points out, "...the more we educate them or entertain them, the more they don’t mind being sold to." He goes on to provide 17 examples of companies that are using education in their marketing strategy, with educational games, white papers, podcasts, webinars, and online magazines.
It is easy to assume that your target audience understands your product, or your range of services, better than they actually do. Education-based marketing allows us to fill in the knowledge gaps, which can also be an important component of a customer success strategy.
As you build a repository of educational marketing content, it can be repurposed, and used regularly. A blog post can later become a white paper, which can be turned into a webinar.
Please feel free to get in touch with us to discuss education-based marketing strategies for your business!