Education marketing is more than selling. It bridges the gap between the seller and the customer. It is a tool that carries your background, your message and the values of your product. Customers can understand your thought; appreciate your effort and hard work by providing a platform to know about your products. In this way, it complements traditional marketing, benefiting your buyers, sellers and also you.
What is education based marketing?
Educational marketing is a powerful concept that changes the skeptical buyer into an informed buyer. It is well above advertising. It paves way to educate the customers about your products and thus helps you reach your sales targets, and is almost always more effective than traditional marketing and advertising. Going beyond telling your audience “you want this”, education-based marketing explains to them what it is, how they will benefit from it, and why they need it.
For years, the traditional practice has always been to sell an item by quoting a price, and comparing it with competing brands, largely with unquantifiable sales jargon. And while it’s fine to say, “ours is better”, today, that is no longer enough. Consumers want to know the details of why it’s better. Instead of “selling”, education marketing focuses on the buy side by giving consumers the information they need to make an intelligent decision. In so doing, it positions you and your company as the expert and thought leader—and creates a position of trust. By providing more information about your product, you build a strong relationship with customers. You build a bond of familiarity. The consumer starts analyzing your brand, and get equipped with the information they need about your product, your competitors’ products, and how they can use the product to make their lives better. Here’s a simple example: Suppose you sell bread-making machines. The traditional approach would be to offer an attractive picture, some advertising copy, and a few words about what delicious bread it makes. The education-based approach explains the technical details of the machine, how it compares to the competitors’ brands, and then provides some informational articles about the process of making bread, how it is healthier for you when you make it yourself, and what varieties are available. You may go further to even include a collection of recipes on your web site, and a user forum for customers to exchange their own recipes.
Benefits of education based marketing
The first and foremost advantage is that the consumer starts trusting your brand. Once they believe that your brand is truly effective then you can climb the ladder of success easily. The ultimate success of your business lies in establishing faith about your brand.
When a buyer gets to know all the ingredients used in your product, and how it can be used effectively, he feels more comfortable in buying your brand. Information is being provided about the ways of manufacture and the methods of preparation of your product, and even details about you personally, and the people who work at your company. You can educate the customer about the criteria of certification and why other brands are not certified and for what reasons your brand is better than others.
Attract more buyers to your e-store.
With improved marketing skills, you serve more and more customers. The thing about education-based marketing is that it has the potential to be viral. When a consumer learns something useful or informative about a particular brand, they are likely to spread that information to their family and friends.