education marketing stop selling and start teaching
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STOP Selling andStart TEACHING! Why the Best Marketing Doesn’t Look Like MarketingTRANSCRIPT
How to Use Educational Content to Attract New Customers
STOP Selling andStart TEACHING! Why the Best Marketing Doesn’t Look Like Marketing at All
Your presentation will begin shortly…
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How to Use Educational Content to Attract New Customers
STOP Selling andStart TEACHING! Why the Best Marketing Doesn’t Look Like Marketing at All
www.losangeleswebstrategies.com
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AgendaI. Why teaching works as a marketing strategy for
small business
II. 8 smart ways to use educational marketing to attract new customers
III. General guidelines for creating educational content that rocks
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WHY TEACHING WORKS AS A MARKETING
STRATEGY FOR SMALL BUSINESS
act one
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Positioning
credibility and authoritypositions your biz as an expert resource
that people can trust
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Permission
get permission to eventually promote your Products and
services
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Persuasion
Credibility + permission = more sales
ATTRACT MORE BUYERS | BUY FASTER AND MORE OFTEN | HIGHER PRICES
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Proliferation
Your “students” become promoters
Good educational content gets shared
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Partnerships
Make a nameopens the door for partnership
opportunitieswww.losangeleswebstrategies.com
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The Payoff – Bottom Line Benfits
+ wider reach
+ Better reputation
+ Repeat business
+ More referrals
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8 SMART WAYS YOU CAN USE EDUCATIONAL
MARKETING TO ATTRACT NEW CUSTOMERS
Act two
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Tactic #1: Infographics+ Our brain are visual+ images get more facebook shares and Likes+ enjoy12% more traffic
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Easier than you think
All You need is powerpoint….
….But Your Competitors Don’t Know That
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Best practices
- Brainstorm narrative
first
- Make it useful
- Find data using
- Hire cheap designer
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Tactic #2: Webinars & live presentations
+ Caters to different learning styles+ shows your personality+ explain complex concepts
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Examples
What you’re watching right now!
Lunch & Learns [live events]
Evening Webinars[for busy
professionals]
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Best practices
- Promotion plan
- Find a co-host
- Practice delivery
- Record and reuse
- Transcribe it
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Tactic #3: Blogging & article marketing
+ 55% more visitors+ 97% more inbound links (better SEO!) www.losangeleswebstrategies.com
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ExamplesHUGE PAYOFF: POOL INSTALLATION COMPANY OWNER REPORTS EARNING NEARLY $2 MILLION FROM ONE ARTICLE ALONE!
SOURCE: NYTIMES
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Best practices
- Get employees and
guest bloggers to
contribute
- Write new content
consistently
- Promote using social
media, emails, etc.
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Tactic #4: Social media+ Aggregate existing content+ “Piggyback” off existing audience+ share in multiple social networks
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Examples
LinkedIn groups[connect with others in your
industry]
Quora[Instant credibility
by answering questions]
Pinterest[engage your
audience using media]
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Best practices
- Be genuine when
helping others
- Be positive and
generous
- Offer tremendous value
without expecting any in
return
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Tactic #5: Video marketing
+ 85% more likely to purchase product + 50x better chance of ranking on Page One+ 22% of small businesses will do it in next 12 months
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Examples
EDUCATIONAL/HOW-TO
[ESTABLISH TRUST AND CREDIBILITY]
ENTERTAINMENT
[CONVERT YOUR
AUDIENCE INTO FANS]
PERSONALITY
[CONNECT TO YOUR
AUDIENCE]
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Best practices
- Focus on content, not
production value
- Sound and lighting most
important
- Keep it short and
punchy
- Add metadata when
uploading (helps SEO!)
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Tactic #6: Podcasting
+ More smartphones = larger audience+ Simpler than video (easy to get started]+ separate yourself from the pack
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Examples
Tutorials/How-to[ESTABLISH TRUST AND CREDIBILITY]
interviews[give your
audience who they want]
Q&A[answer your customer’s questions]
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Best practices
- Make it short and fun
- Be consistent (stick to a
schedule)
- Add metadata when
uploading (helps SEO!)
- Promote via your
website, email, social
media, etc.www.losangeleswebstrategies.com
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Tactic #7: Publishing a “shook” (short book)
+ Instant credibility by Being a Published author+ hard to ignore printed book (vs. email, pdfs, etc.]+ stand out in your niche
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Best practices
- Get it professionally
designed and printed
- Make it scannable
- Use compelling imagery
- Hire a ghostwriter
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Pro Tip!
add a personalized, handwritten note whenever you give the book to
anybody
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Tactic #8: Monthly e-newsletters
+ $1 spent on email marketing turns into $40 revenue+ 77% of small business owners report email helps them increase revenue
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Examples
Kayak.com: gets you excited about the idea of traveling
(and not just promoting their travel specials]
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Best practices
- Don’t be boring!
- Reward people for
signing up
- Give ‘em what they
want (valuable
content)
- Include offers
- Send on Sundays
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GENERAL GUIDELINES FOR CREATING
EDUCATIONAL CONTENT THAT ROCKS
Act three
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General guidelines for educational content
+ Play to your strengths
+ Show your personality – be real
+ Survey to find out what people want
+ Focus on high-value content
+ develop an editorial calendar
+ Start simple – aggregate external content (Before creating your own)
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Take action and reap the rewards
- Plan & execute
- Don’t need a huge
budget
- Give ‘em what they
want
- Be consistent and
commit to high-quality
content
+ Wider reach+ better reputation+ repeat business+ more referrals+ Happy customers www.losangeleswebstrategies.com
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Questions?
We’re here to help – Get in touch!
We’d love to help.• Just get in touch!
www.losangeleswebstrategies.com
(213) 607-9100