Education Marketing STOP Selling and Start Teaching

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STOP Selling and Start TEACHING! Why the Best Marketing Doesn’t Look Like Marketing

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  • Why education works as a marketing strategyPermissionEducational marketing helps you get permission to eventually promote your businessPositioningEducational marketing gives your company credibility and authority, positioning your biz as an expert resource that people can trustPersuasionBusinesses that have credibility/authority are more persuasive—which means you can attract more buyers, get them to buy faster and more frequently, and charge them higher prices than your competitorsProliferationGood educational content gets shared more frequently, turning your “students” into promoters of your businessPartnershipsBusinesses that educate are more attractive to channels—which help you reach a wider audienceWhere educational marketing is particularly effectiveIndustries/businesses with long sales cyclesIndustries/businesses with complex products/services
  • Why education works as a marketing strategyPermissionEducational marketing helps you get permission to eventually promote your businessPositioningEducational marketing gives your company credibility and authority, positioning your biz as an expert resource that people can trustPersuasionBusinesses that have credibility/authority are more persuasive—which means you can attract more buyers, get them to buy faster and more frequently, and charge them higher prices than your competitorsProliferationGood educational content gets shared more frequently, turning your “students” into promoters of your businessPartnershipsBusinesses that educate are more attractive to channels—which help you reach a wider audienceWhere educational marketing is particularly effectiveIndustries/businesses with long sales cyclesIndustries/businesses with complex products/services
  • Why education works as a marketing strategyPermissionEducational marketing helps you get permission to eventually promote your businessPositioningEducational marketing gives your company credibility and authority, positioning your biz as an expert resource that people can trustPersuasionBusinesses that have credibility/authority are more persuasive—which means you can attract more buyers, get them to buy faster and more frequently, and charge them higher prices than your competitorsProliferationGood educational content gets shared more frequently, turning your “students” into promoters of your businessPartnershipsBusinesses that educate are more attractive to channels—which help you reach a wider audienceWhere educational marketing is particularly effectiveIndustries/businesses with long sales cyclesIndustries/businesses with complex products/services
  • Why education works as a marketing strategyPermissionEducational marketing helps you get permission to eventually promote your businessPositioningEducational marketing gives your company credibility and authority, positioning your biz as an expert resource that people can trustPersuasionBusinesses that have credibility/authority are more persuasive—which means you can attract more buyers, get them to buy faster and more frequently, and charge them higher prices than your competitorsProliferationGood educational content gets shared more frequently, turning your “students” into promoters of your businessPartnershipsBusinesses that educate are more attractive to channels—which help you reach a wider audienceWhere educational marketing is particularly effectiveIndustries/businesses with long sales cyclesIndustries/businesses with complex products/services
  • Why education works as a marketing strategyPermissionEducational marketing helps you get permission to eventually promote your businessPositioningEducational marketing gives your company credibility and authority, positioning your biz as an expert resource that people can trustPersuasionBusinesses that have credibility/authority are more persuasive—which means you can attract more buyers, get them to buy faster and more frequently, and charge them higher prices than your competitorsProliferationGood educational content gets shared more frequently, turning your “students” into promoters of your businessPartnershipsBusinesses that educate are more attractive to channels—which help you reach a wider audienceWhere educational marketing is particularly effectiveIndustries/businesses with long sales cyclesIndustries/businesses with complex products/services
  • InfographicsProof90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text (3M)According to social media expert Dan Zarrella, images get more shares and likes on Facebook than any other post type—even video (Dan Zarrella)Publishers who use infographics grow in traffic an average of 12% more than those who don't (AnsonAlex via Hubspot)Your competition probably isn’t using them; very few small business seem to realize how easy it is to create infographicsHow easy is it? You can create them in PowerPoint!Example: H&R Block: Procrastinators Guide to Filing Taxes [Flowchart]Best practicesTake time to brainstorm your narrativeMake it substantive and useful, not promotional! (It won’t get shared if it’s promotional)Find data quickly using Google (all the info you need is a few queries away)For Google search tips, check out this -- yup -- infographic: http://mashable.com/2011/11/24/google-search-infographic/Then hire a cheap designer—they’re everywhere (Fiverr.com ($), Elance.com ($), Craigslist ($), 99designs.com ($$))
  • InfographicsProof90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text (3M)According to social media expert Dan Zarrella, images get more shares and likes on Facebook than any other post type—even video (Dan Zarrella)Publishers who use infographics grow in traffic an average of 12% more than those who don't (AnsonAlex via Hubspot)Your competition probably isn’t using them; very few small business seem to realize how easy it is to create infographicsHow easy is it? You can create them in PowerPoint!Example: H&R Block: Procrastinators Guide to Filing Taxes [Flowchart]Best practicesTake time to brainstorm your narrativeMake it substantive and useful, not promotional! (It won’t get shared if it’s promotional)Find data quickly using Google (all the info you need is a few queries away)For Google search tips, check out this -- yup -- infographic: http://mashable.com/2011/11/24/google-search-infographic/Then hire a cheap designer—they’re everywhere (Fiverr.com ($), Elance.com ($), Craigslist ($), 99designs.com ($$))
  • InfographicsProof90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text (3M)According to social media expert Dan Zarrella, images get more shares and likes on Facebook than any other post type—even video (Dan Zarrella)Publishers who use infographics grow in traffic an average of 12% more than those who don't (AnsonAlex via Hubspot)Your competition probably isn’t using them; very few small business seem to realize how easy it is to create infographicsHow easy is it? You can create them in PowerPoint!Example: H&R Block: Procrastinators Guide to Filing Taxes [Flowchart]Best practicesTake time to brainstorm your narrativeMake it substantive and useful, not promotional! (It won’t get shared if it’s promotional)Find data quickly using Google (all the info you need is a few queries away)For Google search tips, check out this -- yup -- infographic: http://mashable.com/2011/11/24/google-search-infographic/Then hire a cheap designer—they’re everywhere (Fiverr.com ($), Elance.com ($), Craigslist ($), 99designs.com ($$))
  • Webinars and live presentationsProofWebinars can use several different media at once—text, video, audio, imagery, screen sharing—making them very effective at reaching people with different learning stylesWebinars show your personality, let your prospects hear the real youWebinars give you an opportunity to explain complex, challenging concepts to your customers and prospectsExamples:What you’re listening to/watching RIGHT NOW! Lunch and learns (live events)Evening webinar series (for busy folks who can’t tune in during the day)Best practicesRecord your webinars for ongoing use Send a recording of your webinar to a transcription service, repurpose it into a rich report, e-book or white paperDevelop a plan for promoting your webinars for maximum attendancePractice your delivery and prepare for software mishaps (which are common but not a big deal if you handle them gracefully).Find a co-host in a related field (this will help you drive up attendance—you’ll be able to access their contacts as well—and give you even more credibility with viewers).
  • Webinars and live presentationsProofWebinars can use several different media at once—text, video, audio, imagery, screen sharing—making them very effective at reaching people with different learning stylesWebinars show your personality, let your prospects hear the real youWebinars give you an opportunity to explain complex, challenging concepts to your customers and prospectsExamples:What you’re listening to/watching RIGHT NOW! Lunch and learns (live events)Evening webinar series (for busy folks who can’t tune in during the day)Best practicesRecord your webinars for ongoing use Send a recording of your webinar to a transcription service, repurpose it into a rich report, e-book or white paperDevelop a plan for promoting your webinars for maximum attendancePractice your delivery and prepare for software mishaps (which are common but not a big deal if you handle them gracefully).Find a co-host in a related field (this will help you drive up attendance—you’ll be able to access their contacts as well—and give you even more credibility with viewers).
  • Webinars and live presentationsProofWebinars can use several different media at once—text, video, audio, imagery, screen sharing—making them very effective at reaching people with different learning stylesWebinars show your personality, let your prospects hear the real youWebinars give you an opportunity to explain complex, challenging concepts to your customers and prospectsExamples:What you’re listening to/watching RIGHT NOW! Lunch and learns (live events)Evening webinar series (for busy folks who can’t tune in during the day)Best practicesRecord your webinars for ongoing use Send a recording of your webinar to a transcription service, repurpose it into a rich report, e-book or white paperDevelop a plan for promoting your webinars for maximum attendancePractice your delivery and prepare for software mishaps (which are common but not a big deal if you handle them gracefully).Find a co-host in a related field (this will help you drive up attendance—you’ll be able to access their contacts as well—and give you even more credibility with viewers).
  • Blogging/article marketingProofBusiness blogging leads to 55% more website visitors, 97% more  inbound links (the coin of the SEO realm), 434% more indexed pages (Hubspot)74% of small businesses are using some form of content marketing to promote themselves. (BusinessBolts.com viaeMarketer)Small businesses said they planned to do more content marketing this year than last—just 4% said they had no plans to do any content marketing at all. (BusinessBolts.com viaeMarketer)Examples: Here’s a thrift shop in NYC and a salon in Seattle that have excellent blogs. Marcus Sheridan, owner of a pool installation company, reports earning nearly $2 million from one article alone! Best practicesEnlist your employees and guest bloggers to contributeUsing guest bloggers is a great way to build new relationships and boost traffic, because when you give other companies/individuals a platform, they’re apt to return the favor!Address the concerns, questions, needs, desires or your target market—write for them!Develop an editorial calendar to ensure that you’re writing on a regular basisUse social media, email and other channels to disseminate your content and drive engagement
  • Blogging/article marketingProofBusiness blogging leads to 55% more website visitors, 97% more  inbound links (the coin of the SEO realm), 434% more indexed pages (Hubspot)74% of small businesses are using some form of content marketing to promote themselves. (BusinessBolts.com viaeMarketer)Small businesses said they planned to do more content marketing this year than last—just 4% said they had no plans to do any content marketing at all. (BusinessBolts.com viaeMarketer)Examples: Here’s a thrift shop in NYC and a salon in Seattle that have excellent blogs. Marcus Sheridan, owner of a pool installation company, reports earning nearly $2 million from one article alone! Best practicesEnlist your employees and guest bloggers to contributeUsing guest bloggers is a great way to build new relationships and boost traffic, because when you give other companies/individuals a platform, they’re apt to return the favor!Address the concerns, questions, needs, desires or your target market—write for them!Develop an editorial calendar to ensure that you’re writing on a regular basisUse social media, email and other channels to disseminate your content and drive engagement
  • Blogging/article marketingProofBusiness blogging leads to 55% more website visitors, 97% more  inbound links (the coin of the SEO realm), 434% more indexed pages (Hubspot)74% of small businesses are using some form of content marketing to promote themselves. (BusinessBolts.com viaeMarketer)Small businesses said they planned to do more content marketing this year than last—just 4% said they had no plans to do any content marketing at all. (BusinessBolts.com viaeMarketer)Examples: Here’s a thrift shop in NYC and a salon in Seattle that have excellent blogs. Marcus Sheridan, owner of a pool installation company, reports earning nearly $2 million from one article alone! Best practicesEnlist your employees and guest bloggers to contributeUsing guest bloggers is a great way to build new relationships and boost traffic, because when you give other companies/individuals a platform, they’re apt to return the favor!Address the concerns, questions, needs, desires or your target market—write for them!Develop an editorial calendar to ensure that you’re writing on a regular basisUse social media, email and other channels to disseminate your content and drive engagement
  • Social media / curationProofAggregating excellent educational content can be just as useful and effective as creating your own original content.Social media helps you “piggyback” off businesses and individuals who already have authority and an audience.Certain social channels (such as Q&A sites and groups) let you showcase your insight right away—without having to build an audience yourself.Examples: LinkedIn groups. James Filbird is the proprietor of JMF International Trade Group Ltd., a manufacturing consultancy hebuilt to $5 million in revenue largely through his efforts on LinkedIn. Filbird’s core strategies: joined 50 groups, got weekly digests for 5-10 groups and spent one hour weekly participating in discussions of interest. “If you can’t make money on LinkedIn, you’re deaf, dumb and blind,” says James Filbird.Quora (and other answer sites). Leverage your specialized knowledge as a business owner.Pinterest. This plumbing franchise in Waco, Texas, is having fun with Pinterest and making people laugh. Freshfully, a food store in Birmingham, Ala., collects and shares recipes on a Pinterest board focused on in-season food items.Best practicesShow a genuine interest in helping people and you’ll have no trouble being successful! Always be positive and generous
  • Social media / curationProofAggregating excellent educational content can be just as useful and effective as creating your own original content.Social media helps you “piggyback” off businesses and individuals who already have authority and an audience.Certain social channels (such as Q&A sites and groups) let you showcase your insight right away—without having to build an audience yourself.Examples: LinkedIn groups. James Filbird is the proprietor of JMF International Trade Group Ltd., a manufacturing consultancy hebuilt to $5 million in revenue largely through his efforts on LinkedIn. Filbird’s core strategies: joined 50 groups, got weekly digests for 5-10 groups and spent one hour weekly participating in discussions of interest. “If you can’t make money on LinkedIn, you’re deaf, dumb and blind,” says James Filbird.Quora (and other answer sites). Leverage your specialized knowledge as a business owner.Pinterest. This plumbing franchise in Waco, Texas, is having fun with Pinterest and making people laugh. Freshfully, a food store in Birmingham, Ala., collects and shares recipes on a Pinterest board focused on in-season food items.Best practicesShow a genuine interest in helping people and you’ll have no trouble being successful! Always be positive and generous
  • Social media / curationProofAggregating excellent educational content can be just as useful and effective as creating your own original content.Social media helps you “piggyback” off businesses and individuals who already have authority and an audience.Certain social channels (such as Q&A sites and groups) let you showcase your insight right away—without having to build an audience yourself.Examples: LinkedIn groups. James Filbird is the proprietor of JMF International Trade Group Ltd., a manufacturing consultancy hebuilt to $5 million in revenue largely through his efforts on LinkedIn. Filbird’s core strategies: joined 50 groups, got weekly digests for 5-10 groups and spent one hour weekly participating in discussions of interest. “If you can’t make money on LinkedIn, you’re deaf, dumb and blind,” says James Filbird.Quora (and other answer sites). Leverage your specialized knowledge as a business owner.Pinterest. This plumbing franchise in Waco, Texas, is having fun with Pinterest and making people laugh. Freshfully, a food store in Birmingham, Ala., collects and shares recipes on a Pinterest board focused on in-season food items.Best practicesShow a genuine interest in helping people and you’ll have no trouble being successful! Always be positive and generous
  • Video marketingProofYou have a 50x better chance of ranking video content (versus text content) on page one of Google. (Forrester)Over 85% of U.S. Internet users watched online video content in September of 2012 alone. (CMI Survey)46% of people say they are more likely to seek information about a product or service after seeing a video about it. (CMI Survey)22% of US small businesses plan on using video in the next 12 months to promote their business. (BIA/Kelsey)Viewers are 85% more likely to purchase a product after watching a product video. (Internet Retailer via Hubspot) Example: The Brooklyn Kitchen creates how-to videos for its cooking-crazed fans. Whether they're showing viewers how to shuck oysters or clean a blade grinder, the Brooklyn Kitchen crew focuses on providing useful and targeted information in a high-quality format. (Via Mashable)Best practicesWorry more about content, less about production values (don’t worry about production values)Keep your videos short and punchy!Don’t forget to add meta data to your videos if you’re uploading to YouTube (for SEO purposes)
  • Social media / curationProofAggregating excellent educational content can be just as useful and effective as creating your own original content.Social media helps you “piggyback” off businesses and individuals who already have authority and an audience.Certain social channels (such as Q&A sites and groups) let you showcase your insight right away—without having to build an audience yourself.Examples: LinkedIn groups. James Filbird is the proprietor of JMF International Trade Group Ltd., a manufacturing consultancy hebuilt to $5 million in revenue largely through his efforts on LinkedIn. Filbird’s core strategies: joined 50 groups, got weekly digests for 5-10 groups and spent one hour weekly participating in discussions of interest. “If you can’t make money on LinkedIn, you’re deaf, dumb and blind,” says James Filbird.Quora (and other answer sites). Leverage your specialized knowledge as a business owner.Pinterest. This plumbing franchise in Waco, Texas, is having fun with Pinterest and making people laugh. Freshfully, a food store in Birmingham, Ala., collects and shares recipes on a Pinterest board focused on in-season food items.Best practicesShow a genuine interest in helping people and you’ll have no trouble being successful! Always be positive and generous
  • Social media / curationProofAggregating excellent educational content can be just as useful and effective as creating your own original content.Social media helps you “piggyback” off businesses and individuals who already have authority and an audience.Certain social channels (such as Q&A sites and groups) let you showcase your insight right away—without having to build an audience yourself.Examples: LinkedIn groups. James Filbird is the proprietor of JMF International Trade Group Ltd., a manufacturing consultancy hebuilt to $5 million in revenue largely through his efforts on LinkedIn. Filbird’s core strategies: joined 50 groups, got weekly digests for 5-10 groups and spent one hour weekly participating in discussions of interest. “If you can’t make money on LinkedIn, you’re deaf, dumb and blind,” says James Filbird.Quora (and other answer sites). Leverage your specialized knowledge as a business owner.Pinterest. This plumbing franchise in Waco, Texas, is having fun with Pinterest and making people laugh. Freshfully, a food store in Birmingham, Ala., collects and shares recipes on a Pinterest board focused on in-season food items.Best practicesShow a genuine interest in helping people and you’ll have no trouble being successful! Always be positive and generous
  • Podcasting (audio)ProofPodcasting is BACK! The percentage of consumers indicating they have listened to an audio podcast has grown 163% from 11% in 2006 to 29% in 2012. (Edison Research)More smartphones means more people listening to podcasts. Apple baked a podcast listening app into iOS 6, so now 200+ million devices just became one click away from discovering and listening to podcasts. Simpler than videoFewer businesses are doing it, so it’s easier to stand outExamples: Tutorials, interviews, Q&As, customer case studiesBest practicesKeep them shortHave fun with itAudacity (PC) and GarageBand (Mac) are great toolsCommit to doing a certain number—you will see fast improvement and better resultsAs with video, make sure you include good meta data with your podcast so that it gets foundInvest time into promoting your podcast! Via email, social media, your website, blog, print collateral, etc.
  • Podcasting (audio)ProofPodcasting is BACK! The percentage of consumers indicating they have listened to an audio podcast has grown 163% from 11% in 2006 to 29% in 2012. (Edison Research)More smartphones means more people listening to podcasts. Apple baked a podcast listening app into iOS 6, so now 200+ million devices just became one click away from discovering and listening to podcasts. Simpler than videoFewer businesses are doing it, so it’s easier to stand outExamples: Tutorials, interviews, Q&As, customer case studiesBest practicesKeep them shortHave fun with itAudacity (PC) and GarageBand (Mac) are great toolsCommit to doing a certain number—you will see fast improvement and better resultsAs with video, make sure you include good meta data with your podcast so that it gets foundInvest time into promoting your podcast! Via email, social media, your website, blog, print collateral, etc.
  • Podcasting (audio)ProofPodcasting is BACK! The percentage of consumers indicating they have listened to an audio podcast has grown 163% from 11% in 2006 to 29% in 2012. (Edison Research)More smartphones means more people listening to podcasts. Apple baked a podcast listening app into iOS 6, so now 200+ million devices just became one click away from discovering and listening to podcasts. Simpler than videoFewer businesses are doing it, so it’s easier to stand outExamples: Tutorials, interviews, Q&As, customer case studiesBest practicesKeep them shortHave fun with itAudacity (PC) and GarageBand (Mac) are great toolsCommit to doing a certain number—you will see fast improvement and better resultsAs with video, make sure you include good meta data with your podcast so that it gets foundInvest time into promoting your podcast! Via email, social media, your website, blog, print collateral, etc.
  • Publishing a “shook” (short book) ProofPrint offers more oomph, substance, permanence than digital mediaIt’s hard to ignore a printed and bound book; it’s easy to ignore an email, PDF, etc.Few of your competitors are using print—you can own this medium! Short books signal professionalism, integrity, reliabilityBe the business that “wrote the book” about your industry!Example: Shook drop offs—add a Post-it with a personal, handwritten note! GOLD!Best practicesPay to have it professionally designed/producedMake it scannable (so that your main points stick with the reader)Use compelling imagery whenever possibleCool shortcut: Direct Marketing Concierge will interview you and then write, design and print a 16-32 page book, authored by you, if you don’t have the time or money to publish a book.
  • Publishing a “shook” (short book) ProofPrint offers more oomph, substance, permanence than digital mediaIt’s hard to ignore a printed and bound book; it’s easy to ignore an email, PDF, etc.Few of your competitors are using print—you can own this medium! Short books signal professionalism, integrity, reliabilityBe the business that “wrote the book” about your industry!Example: Shook drop offs—add a Post-it with a personal, handwritten note! GOLD!Best practicesPay to have it professionally designed/producedMake it scannable (so that your main points stick with the reader)Use compelling imagery whenever possibleCool shortcut: Direct Marketing Concierge will interview you and then write, design and print a 16-32 page book, authored by you, if you don’t have the time or money to publish a book.
  • Publishing a “shook” (short book) ProofPrint offers more oomph, substance, permanence than digital mediaIt’s hard to ignore a printed and bound book; it’s easy to ignore an email, PDF, etc.Few of your competitors are using print—you can own this medium! Short books signal professionalism, integrity, reliabilityBe the business that “wrote the book” about your industry!Example: Shook drop offs—add a Post-it with a personal, handwritten note! GOLD!Best practicesPay to have it professionally designed/producedMake it scannable (so that your main points stick with the reader)Use compelling imagery whenever possibleCool shortcut: Direct Marketing Concierge will interview you and then write, design and print a 16-32 page book, authored by you, if you don’t have the time or money to publish a book.
  • Proof$1 spent on email marketing creates $40 in revenue (Direct Marketing Association via Aweber) 77% of small business owners report that email helps them increase revenue (Aweber)“If you don't have a newsletter, then publishing one is probably the single-highest ROI action you can take to improve your Internet presence.” Jakob NielsenExample: KayakKayak doesn’t just scream about the latest deals (though they DO promote travel specials). Their emails sell the idea of traveling, the excitement of exploring a new destination, “as if the emails were made up of postcards from friends who were visiting each place.” (Via Aweber)Best practicesDon’t be boring!Reward people for signing up (free sandwich, gift card, entry in a prize drawing, etc.)Give ‘em what they want: “irrelevance” is the most commonly cited reason when people unsubscribe from mailingsDon’t be afraid to include offers in your newsletters—just make sure you’re providing at least 75% educational contentSend on Sundays for better average open rate: 41.1% (Aweber)
  • Proof$1 spent on email marketing creates $40 in revenue (Direct Marketing Association via Aweber) 77% of small business owners report that email helps them increase revenue (Aweber)“If you don't have a newsletter, then publishing one is probably the single-highest ROI action you can take to improve your Internet presence.” Jakob NielsenExample: KayakKayak doesn’t just scream about the latest deals (though they DO promote travel specials). Their emails sell the idea of traveling, the excitement of exploring a new destination, “as if the emails were made up of postcards from friends who were visiting each place.” (Via Aweber)Best practicesDon’t be boring!Reward people for signing up (free sandwich, gift card, entry in a prize drawing, etc.)Give ‘em what they want: “irrelevance” is the most commonly cited reason when people unsubscribe from mailingsDon’t be afraid to include offers in your newsletters—just make sure you’re providing at least 75% educational contentSend on Sundays for better average open rate: 41.1% (Aweber)
  • Proof$1 spent on email marketing creates $40 in revenue (Direct Marketing Association via Aweber) 77% of small business owners report that email helps them increase revenue (Aweber)“If you don't have a newsletter, then publishing one is probably the single-highest ROI action you can take to improve your Internet presence.” Jakob NielsenExample: KayakKayak doesn’t just scream about the latest deals (though they DO promote travel specials). Their emails sell the idea of traveling, the excitement of exploring a new destination, “as if the emails were made up of postcards from friends who were visiting each place.” (Via Aweber)Best practicesDon’t be boring!Reward people for signing up (free sandwich, gift card, entry in a prize drawing, etc.)Give ‘em what they want: “irrelevance” is the most commonly cited reason when people unsubscribe from mailingsDon’t be afraid to include offers in your newsletters—just make sure you’re providing at least 75% educational contentSend on Sundays for better average open rate: 41.1% (Aweber)
  • Proof$1 spent on email marketing creates $40 in revenue (Direct Marketing Association via Aweber) 77% of small business owners report that email helps them increase revenue (Aweber)“If you don't have a newsletter, then publishing one is probably the single-highest ROI action you can take to improve your Internet presence.” Jakob NielsenExample: KayakKayak doesn’t just scream about the latest deals (though they DO promote travel specials). Their emails sell the idea of traveling, the excitement of exploring a new destination, “as if the emails were made up of postcards from friends who were visiting each place.” (Via Aweber)Best practicesDon’t be boring!Reward people for signing up (free sandwich, gift card, entry in a prize drawing, etc.)Give ‘em what they want: “irrelevance” is the most commonly cited reason when people unsubscribe from mailingsDon’t be afraid to include offers in your newsletters—just make sure you’re providing at least 75% educational contentSend on Sundays for better average open rate: 41.1% (Aweber)
  • Proof$1 spent on email marketing creates $40 in revenue (Direct Marketing Association via Aweber) 77% of small business owners report that email helps them increase revenue (Aweber)“If you don't have a newsletter, then publishing one is probably the single-highest ROI action you can take to improve your Internet presence.” Jakob NielsenExample: KayakKayak doesn’t just scream about the latest deals (though they DO promote travel specials). Their emails sell the idea of traveling, the excitement of exploring a new destination, “as if the emails were made up of postcards from friends who were visiting each place.” (Via Aweber)Best practicesDon’t be boring!Reward people for signing up (free sandwich, gift card, entry in a prize drawing, etc.)Give ‘em what they want: “irrelevance” is the most commonly cited reason when people unsubscribe from mailingsDon’t be afraid to include offers in your newsletters—just make sure you’re providing at least 75% educational contentSend on Sundays for better average open rate: 41.1% (Aweber)
  • Proof$1 spent on email marketing creates $40 in revenue (Direct Marketing Association via Aweber) 77% of small business owners report that email helps them increase revenue (Aweber)“If you don't have a newsletter, then publishing one is probably the single-highest ROI action you can take to improve your Internet presence.” Jakob NielsenExample: KayakKayak doesn’t just scream about the latest deals (though they DO promote travel specials). Their emails sell the idea of traveling, the excitement of exploring a new destination, “as if the emails were made up of postcards from friends who were visiting each place.” (Via Aweber)Best practicesDon’t be boring!Reward people for signing up (free sandwich, gift card, entry in a prize drawing, etc.)Give ‘em what they want: “irrelevance” is the most commonly cited reason when people unsubscribe from mailingsDon’t be afraid to include offers in your newsletters—just make sure you’re providing at least 75% educational contentSend on Sundays for better average open rate: 41.1% (Aweber)
  • Education Marketing STOP Selling and Start Teaching

    1. 1. How to Use Educational Content to Attract New Customers STOP Selling and Start TEACHING! Why the Best Marketing Doesn’t Look Like Marketing at All Your presentation will begin shortly… www.losangeleswebstrategies.com
    2. 2. How to Use Educational Content to Attract New Customers STOP Selling and Start TEACHING! Why the Best Marketing Doesn’t Look Like Marketing at All www.losangeleswebstrategies.com
    3. 3. Agenda I. 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 3 www.losangeleswebstrategies.com
    4. 4. WHY TEACHING WORKS AS A MARKETING STRATEGY FOR SMALL BUSINESS 4 act one www.losangeleswebstrategies.com
    5. 5. Positioning credibility and authority positions your biz as an expert resource that 5
    6. 6. Permission get permission to eventually promote your Products and 6
    7. 7. Persuasion Credibility + permission = more sales ATTRACT MORE BUYERS | BUY FASTER AND MORE OFTEN | HIGHER PRICES 7
    8. 8. Proliferation Your “students” become promoters Good educational content gets shared 8
    9. 9. Partnerships Make a name opens the door for partnership opportunities 9www.losangeleswebstrategies.com
    10. 10. The Payoff – Bottom Line Benfits + wider reach + Better reputation + Repeat business + More referrals 10
    11. 11. 8 SMART WAYS YOU CAN USE EDUCATIONAL MARKETING TO ATTRACT NEW CUSTOMERS 11 Act two
    12. 12. Tactic #1: Infographics + Our brain are visual + images get more facebook shares and Likes 12
    13. 13. Easier than you think 13 All You need is powerpoint…. ….But Your Competitors Don’t Know That
    14. 14. Best practices 14www.losangeleswebstrategies.com
    15. 15. Tactic #2: Webinars & live presentations + Caters to different learning styles + shows your personality + explain complex concepts 15www.losangeleswebstrategies.com
    16. 16. Examples 16 What you’re watching right now! Lunch & Learns [live events] Evening Webinars [for busy professionals]
    17. 17. Best practices 17www.losangeleswebstrategies.com
    18. 18. Tactic #3: Blogging & article marketing + 55% more visitors + 97% more inbound links (better SEO!) 18www.losangeleswebstrategies.com
    19. 19. Examples 19 HUGE PAYOFF: POOL INSTALLATION COMPANY OWNER REPORTS EARNING NEARLY $2 MILLION FROM ONE ARTICLE ALONE! SOURCE: NYTIMES www.losangeleswebstrategies.com
    20. 20. Best practices 20
    21. 21. Tactic #4: Social media + Aggregate existing content + “Piggyback” off existing audience + share in multiple social networks 21www.losangeleswebstrategies.com
    22. 22. Examples 22 LinkedIn groups [connect with others in your industry] Quora [Instant credibility by answering questions] Pinterest [engage your audience using
    23. 23. Best practices 23www.losangeleswebstrategies.com
    24. 24. 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 24www.losangeleswebstrategies.com
    25. 25. Examples 25 EDUCATIONAL/H OW-TO [ESTABLISH TRUST ENTERTAINM ENT [CONVERT PERSONALIT Y [CONNECT TO
    26. 26. Best practices 26
    27. 27. Tactic #6: Podcasting + More smartphones = larger audience + Simpler than video (easy to get started] + separate yourself 27
    28. 28. Examples 28 Tutorials/How-to [ESTABLISH TRUST AND CREDIBILITY] interviews [give your audience who Q&A [answer your customer’s
    29. 29. Best practices 29www.losangeleswebstrategies.com
    30. 30. Tactic #7: Publishing a “shook” (short book) + Instant credibility by Being a Published author + hard to ignore printed book (vs. email, pdfs, etc.] 30
    31. 31. Best practices 31www.losangeleswebstrategies.com
    32. 32. Pro Tip! add a personalized, handwritten note whenever you give the book to anybody
    33. 33. Tactic #8: Monthly e-newsletters + $1 spent on email marketing turns into $40 revenue + 77% of small business owners report email 33www.losangeleswebstrategies.com
    34. 34. Examples Kayak.com: gets you excited about the idea of traveling (and not just promoting their travel specials]
    35. 35. Best practices 35www.losangeleswebstrategies.com
    36. 36. GENERAL GUIDELINES FOR CREATING EDUCATIONAL CONTENT THAT ROCKS 36 Act three
    37. 37. 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) 37
    38. 38. Take action and reap the rewards 38 + Wider reach + better reputation + repeat business + more referrals + Happy customers www.losangeleswebstrategies.com
    39. 39. Questions? 39 We’re here to help – Get in touch!
    40. 40. We’d love to help. • Just get in touch! www.losangeleswebstrategies.com (213) 607-9100

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