When marketing a product or service, companies should understand and assume that customers have two things: brains and choices.
What does this mean? It means customers are smart, and they aren’t going to fall for the first product or service that delivers a fancy sales pitch or an “act now” incentive. Rather, savvy customers turn to a variety of resources – the Internet, colleagues, trusted vendors, friends or family among others – to research their options before making a purchase.
Instilling customer confidence
In today’s world of savvy consumers, a slick ad or a flashy Web site may help make a strong first impression, but these “surface” tactics won’t engage, convert or keep customers. Rather, the key lies in educating prospects and customers about why your company is the clear choice. This doesn’t simply mean making your ads or Web site more informative. Instead, it means making customer education a primary strategy in your overall marketing plan and using tactics that consistently and powerfully support that strategy.
As explained in a June 28, 2010, article on Businessweek.com:
“Education is a part of marketing, but it’s something broader too. Marketing is creating awareness about a product or positioning a brand. But education is about teaching people something that benefits them – and also turns them into potential customers.”
By embracing a “show don’t tell” philosophy, education helps instill confidence in customers’ minds: Customers are confident they are making the right choice because they are educated about the benefits of a particular company’s products or services. To instill such confidence, a company must – in a consistent and credible manner – demonstrate the benefits and advantages that its products and services have over others in the marketplace.
Education is a process
In its email newsletter Business Insights, Cole Taylor Bank of Chicago, Ill.explains that: “Customer education is one of the most cost-effective avenues you have to dramatically strengthen your competitive position.” (source: Educating Your Customer: A Vital Part of Marketing)
The article goes on to explain that education “is a never-ending process that, unfortunately, most companies never start.” Cole Taylor believes in a three-pronged approach to customer education:
(1) Define the problem: Is there something your customers don’t know or don’t fully understand about your company that would change your relationship with them if they did? Look closely at your company to identify topics within your industry or company that may require a deeper explanation or clarity among customers… then make it a point to tackle each topic one by one.
(2) Involve your customers in the process: Show customers you want a two-way relationship with them by sharing useful information and valuable insight about your company and allowing customers a platform to respond with their questions, comments or concerns.
(3) Deliver on your promises: By educating prospects and customers, you are setting expectations for your company, its products and/or services. Live up to these expectations by delivering on the promises you’ve made to future, current and repeat customers. In other words, “walk the walk.”
Education starts today
The true beauty of customer education is that it can be as simple as it is powerful. It doesn’t have to be a complicated, convoluted series of ads or staged events. It doesn’t have to be part of “next year’s marketing plan.” It can start today. A professional email newsletter, one that is rooted in informative, quality content and engaging customer-centric topics, can quickly catapult a company’s educational mission to new heights.
