As a business owner you are the expert when it comes to your product or service. You also know better than anyone how what your business has to offer can improve the lives of each of your customers. As opposed to boring your customers with generic advertisements and off-point information, effective content marketing that educates your customers provides immense value. Josh Ritchie, CEO and co-founder of Column Five, clarifies that this education must “deliver useful information in the right context at the right time” to maximize its impact.
Let’s take a look at some easy ways to do this!
This involves getting to know your current and potential customers on a personal level. It’s easy in this technology age to maintain distant and impersonal business relationships. Instead, see your customers in their humanity and make that personal connection. Go the extra step and shoot off that personal email, give them a call or take them out to lunch. Ask them about challenges they’re coming up against, what they need help navigating and offer a genuine dose of empathy. You will begin to see common pain points that you can then address in your content marketing efforts.
2. Be transparent
It’s ok for your customers to hear about the mistakes you’ve made and the obstacles you’ve overcome. Sharing your story in a transparent manner allows your customers to more-readily identify with you and lends you their listening ear. Then, with an engaged audience at your fingertips, you are able to share how your business can help them overcome similar obstacles.
3. Embrace your unique perspective
There are likely many competitors in your field. However, you are wired uniquely and possess your own combination of life experiences and perspectives. This is both your greatest gift and your greatest offering. Quit comparing yourself to the competition. Instead, educate your customers and allow your brand to flourish from your distinctive place.
4. Create bite-sized content
Your customers have a problem and your brand has the perfect solution. The temptation can be to come in like a flood, inundating your customers with all the content your business has to offer – the equivalent of a torrential downpour! Your customers don’t have the ability to absorb and apply everything all at once and will be overwhelmed if they try. Instead, break it down. Consider providing bite-sized, easily-applicable information that can help your customers navigate their problems a little bit at a time. This may look like singular-topic blog posts, short video snippets on individual products or services you offer, insightful tweets or the like.
5. Go where your customers go
Where are your current or potential customers gathering their information? Providing valuable content across these channels or touch points keeps your business top-of-mind, highlights your expertise and encourages them to dig into more of what you have to offer.
6. Capitalize on seasonal happenings
The yearly calendar provides a plethora of opportunities for your business to intersect your current or potential customer’s journey with valuable information. What might this look like? If your business is a landscaping company in the northern part of the country you are aware that by late winter people are dreaming about spring blooms and lazy summer days relaxing and entertaining outdoors. With this in mind, you can provide both valuable and timely content for your customers. You can create a video snippet with tips for planting a beautiful garden or – because spring rain is coming – create a blog post about the importance of implementing proper drainage around the foundation of your home and ‘plant the seed’ for future business.
7. Provide hands-on education
Is your business launching a new product or service? Consider creating a live demo, offering samples of your product or step-by-step pop-ups on your website that help customers navigate new features. The more value you provide in an easy-to-access fashion the easier it is to develop a loyal customer base and generate referral business.
Instead of talking to your customers find ways to have dialogue with your customers. In addition to carving out time to make personal contact though face-to-face interaction, implement ways for your customers to engage with your brand via social media forums, a Q & A section on your website or a blog post comment section. This dialogue communicates to your customers that their opinions matter and you are listening. It also communicates that, in addition to being an expert in your field, you are a perpetual student – striving to continually grow, learn and improve.
Are you ready to learn more about the how’s and why’s of educating your potential and existing customers? Wild Fig Marketing is here to help! Schedule a free consultation call here to get started on your path to educating your existing and potential customers!