Why You Should Educate Your Customers
Written by Daimelin
Daimelin is a marketing intern at The Selling Factory and a junior at the University of Florida pursuing a bachelors degree in information systems. She is passionate about creating value through analytics and learning from new experiences.
Photo on Unsplash by Lukas Blazek
Syms was onto something when he created the slogan, “An educated consumer is our best customer.” When educating your customers, the focus cannot be solely on generating sales. Your focus should be on empowering them through enlightening content. In the sales process, businesses should aim to attract, educate, and delight. Placing your TLC in creating content is best when educating customers. In the short run, they will be more informed about your products and services. In the long run, they will feel more connected to your brand and trust your company more, which may lead to future sales. Within this blog, we’ll talk about how to educate customers with content, and offer some tools on how you can do so.
Creating Content for your customers
In many cases, it’s not enough to just offer a great product or service. The main reason why products end up being ghosted is because of the education gap. To ensure your customers get the most out of your product or service, educate them about it and why it will benefit their life. This understanding can lead to a more satisfying experience with your product or service, and a positive and long term relationship with your brand.
Why It’s important to educate
Adds Value
Let your brand shine by developing content that is interesting and authentic. With the amount of information at their fingertips, customers appreciate authenticity, learning something new, and finding solutions. By creating content like blog posts, videos, and infographics, you are providing your customers with all the information they need not only about your product or service, but also the community around it.
Your educational content can cover anything from installation and setup to how to take advantage of its features and benefits. Also, include content with related knowledge that might not even be about your product. For example, Patagonia educates their customers about sustainability and the natural environment even though their products are packs and gear. By informing and answering questions, your content becomes valuable and equips customers with the knowledge needed to make the most out of your product or service.
Builds Trust
Consistently educating your customers strengthens their trust in your company. Publishing blog posts, videos, infographics, and educational reports builds trust and develops a relationship with your audience. The valuable information provided establishes you as an expert source and shows your commitment to your customers’ success. This leads to a loyal customer base that trusts your brand and relies on you for information and advice. Hubspot is an example of a brand that developed trust through content creation. They are known for creating blog content on just about everything marketing-related.
Drives Traffic
Investing in your customer base wins you major brownie points. First, they become attracted to your product or service. Then, they are educated on your product or service through your content. Lastly, they have a delightful experience with your product or service, and share about this experience with family and friends. And over time, you’ll see that educating your customers drives traffic, generates leads and increases sales. So don’t underestimate the power of educating your customers – it can make a big difference for your business.
Tools to help you educate customers
#1 SEO
Similar to dating, SEO is ever-changing – it is as simple as it is complex. Fortunately, Ubersuggest SEO is the perfect wingman. It helps you increase visibility and attract your audience.
Creating content that is well optimized for search engines, connects internet surfers (potential customers) to your content. The combination of quality content, SEO strategies, and a sprinkle of consistency will improve your ranking significantly. This engages your audience and keeps them coming back for more. We take this approach with all of our content, The Selling Factory blog is a destination where students learn, entrepreneurs grow, and companies thrive. Our blog is packed with valuable information that can help you grow your business and help students with professional development.
The higher your ranking, the more traffic you will receive and the more opportunities to convert leads into customers. You probably have valuable blog posts collecting dust, so start refreshing your content to improve your ranking.
#2 Videos
When customers first receive a product it’s like love at first sight, but then… trouble in paradise strikes during the installation process. That’s where educational videos come in to save the day.
Whether they are TikToks or longer videos, providing “how-tos” or “tips” content is a way of educating your customers and improving their experience with your product or service. Also, videos perform better in search results, so your customers can find your valuable information when they need it most.
#3 Webinar
Webinars are a step further than educational videos. It provides a personal learning experience for your potential and current customers to learn about your product or service. They allow you to instantaneously interact with your audience, answer their questions and better understand their needs. Not only is this a great opportunity to educate customers, but it’s also a great way to build trust. And, of course, it helps you sell your product.
Value First, Traffic Later
Investing in your relationship with your customers can go a long way in helping your business grow. Educating your customers with engaging content adds value and builds trust with them. Additionally, after having such a great experience with your product or service, your customers may even invite you to meet the parents (drive traffic).
