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Marketing Strategy

3 Effective Education-Based Marketing Strategies

Are you curious about education-based marketing and wondering if it’s an effective strategy for your brand? If that’s the case, know educating current customers and prospects alike about your products and services has untold benefits — and, if done right, can help ensure more sales and repeat business.

But don’t think of these efforts as merely a sales pitch; rather, they should be put in place to drive sales. In fact, a good education-based marketing campaign shares knowledge and expertise, establishes credibility, and builds trust with customers and prospects alike. And providing trust usually equates to loyalty. Case in point: Customers who are loyal to a particular business spend, on average, 67 percent more than new customers.

Interested in adopting an education-based component as part of your overall marketing strategy? Here are three effective ways to make it happen.

1. Blog/Website Content

Maintaining a blog and/or FAQ page is quite beneficial, as these resources tend to drive prospects — folks who are looking to uncover unique information and insights before buying anything — to your website. And once there, even without a sales pitch, these individuals may very well decide to make a purchase.

A prime example of a brand doing it right is, which hosts a wealth of learning resources on its website and that can be found rather easily on various navigation tabs. For instance, the online tire retailer provides regular content that answers common questions motorists might have about tires, from maintenance to when to purchase replacements.

Similarly, Whole Foods maintains “Whole Story,” a community blog that provides information about organic food, local growers, and green and fair trade practices, as well as recipes and food guides. Of course, creating a variety of content that adds value, from infographics to downloadable e-books, will keep consumers coming back. Just be sure to share this content across your various social media channels to maximize your reach.

2. Video Series

Today’s modern consumer is tired of sifting through article after article after article. You get the point. Instead, many rely on video to better see products and services in action. And this seems to be the wave of the future. In fact, by 2019, more than 80 percent of all web traffic will be video-related, according to HubSpot.

Indeed, a well-done educational video can serve as a powerful tool for your brand. For example, “How to Make,” a video series created by Cabot Cheese, offers cheese-based recipes and entertaining demonstrations. Meantime, Citibank has rolled out a microsite called “Let’s Face Money,” which features videos offering advice on topics related to financially caring for aging parents and merging finances after marriage.

Video can be a great education-based marketing tool. So whether you rely on an in-house videographer or hire out to create this content, just make sure you devote the appropriate resources to do it right.

3. Online Tutorials

Online tutorials are yet another emerging education-based marketing tool that, when done right, can create a sense of unmatched brand loyalty that will eventually reap untold rewards for businesses. Think finding a job, renting an apartment and budgeting expenses comes easily to young adults? To that end, the Society of Grownups, owned by MassMutual but operated independently, offers free online classes on topics like budgeting and understanding credit and debt.

Remember, it’s All About the Insights

It doesn’t have to take much to offer your insights and expertise to a curious public. Whether it’s web content, a video series or an online course, remember that your education-based marketing initiatives should offer plenty of insights.

Ultimately, your offerings shouldn’t be about making a sale; rather, it’s about establishing your brand as a reliable and trustworthy source of expertise. Who knows? These efforts could lead to greater sales and brand loyalty down the road.

Patrick King

Patrick is the Founder of Imagine and advisor to places on brand strategy and creative. His insights have been published in Inc. Magazine, SmartCEO, Washington Business Journal, The Washington Post, and Chief Marketer, among other publications, and shared at conferences throughout the US. He also has an amazing sock collection.

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