Notes

Educational Marketing: Educate Your (Potential) Customers
... when they are ready to buy, they will contact you.

You could have excellent services and products, but people are sick and tired of promotional messages. How can you still let the world find out about your exceptional offering?

Educational Marketing is probably the most effective ways to reach this tough audience.

The idea behind Educational Marketing is quite simple: say something useful (i.e. informative) to your listener and she will open up and begin paying attention to everything you have to give you. Educate prospects so that they buy from you if they are prepared and inform others.

With Educational Marketing, you publish education-based materials (in every forms of media you utilize to talk to your prospects) instead of focusing solely on publicity or 'buy my product' messages. For example, when you go to a trade show, your approach would be: 'Okay, you have this problem and you could solve it in this manner. And incidentally, my product does XYZ.'

Apply this tactic to your business!

As somebody in a law firm, you could publish articles in which you present cases you have handled, what happened and just why, and also what may have happened had the parties acted differently. That is interesting and educational for the audience, while you are seen as an expert in your field and the person to go to when people need legal advice. (Not to mention, this strategy reminds people that it's better to use a lawyer than to do things on the fly and end up in a disaster.)

You might even raise awareness in your community in regards to a front-page social problem and get involved pro bono in solving it. Constantly running social responsibility programs along this line wouldn't normally only give everybody locally a positive feeling about your brand, but also make your employees feel good about themselves and their firm. Alternatively,

Educational Marketing also allows you to inform your customers in a manner that bolsters your brand and the perception of its quality. For here , in the event that you run a restaurant, you could incorporate educational content in your menu. Stun your guests with the premium ingredients you use in your salad, the special qualities of the sesame oil in your seafood or the fascinating history of your finest wine. Once impressed, your guests will happily pay the price for more expensive products.

Education-based messages:

- increase the power of your brand in the eyes of your customers, potential prospects, or people who can recommend your offering;

- build top-of-mind awareness (when people need it what you offer, they will immediately think of you / your company);

- help you as well as your business become an authority in your field - which means you become the preferred choice without people ever questioning why;

- attract more clients, in addition to enthused fans (who buy from you and recommend you to others).

Use any communication channel you can, such as mailings, newsletters, regular client surveys, pr (PR), industry events, awards ceremonies, industry seminars for the advantage of your clients, trade associations and internet.

Jot down in comments which educational marketing strategies you use and obtain inspired by others' ideas! Also, test your marketing using Marketing Lens Diagnosis and use our ideas in your organization!
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