Let’s look at this scenario together: Imagine two retail stores open up in the same area at about the same time. The owner of the first store decides to approach sales in a tactical way; so when you enter their store, they will try to sell you a product, no matter which. Basically all their marketing efforts will be focused on this direction. The result? A steady growth of about 10 percent a year. The second store has an owner who sees things in a different way: he has decided to put together a strategy to attract customers. So when you enter their shop, you will not be met by a sales person with a product in hand telling you what a wonderful discount they have for it. You will meet someone who will tell you more about the shop’s history, the owner’s devotion to service and how well they are educated on all the retail products in the store. So, you basically can ask them anything and you will get more than a sales pitch.
Now, this is called educational marketing and it can work wonders for your firm. In what way, you may still skeptically ask. But the answer is so obvious. You will manage to create brand loyalty. Because, in the story I was telling you above, the second store managed to build a large and loyal following. They didn’t just go for the 10 percent increase in sales; they have steadily created a community. People developed a long-lasting relationship with the store, and they would go there not for the small prices but because they have trust.
As a matter of fact, more and more companies today are embracing educational marketing. The advantages may be hard to notice at first, but in time you will see the results are unique and irreplaceable by any other approach. Here is how:
- Basically, putting together a strategy that provides constant and valuable information meant to educate the buyer will bring about more client interest.
- If the info you provide is useful and it isn’t obviously focused on products but rather on things about your industry, you will gain an audience who will see you as an expert, a professional who is interested in the well-being and safety of his clients.
- If you plan your actions strategically this educational marketing strategy, you will find a better way to leverage business information and this will ultimately lead to a better sales score for your services.