Using Content Marketing to Educate Prospects about Your Business
Posted by: Jennifer Woodard | on December 14, 2012
The internet has allowed businesses to do business all over the world. It has also given prospects the availability of thousands of choices when looking to make a purchase, even when purchasing services. There are businesses that solely provide services to clients that they have never meet face to face.
Whether you meet with clients or never meet clients face-to-face, educating them before they purchase is the key to success. Content marketing is the key. It gives you the ability to show prospects your expertise and the solutions that you provide to solve their needs.
How do you make it easier for prospects to become interested in doing business with you?
It is commonly known in the marketing community that people do business with people they know, like and trust. You goal is to get prospects to know, like and trust you before the meeting, whether in person or over the telephone.
The easiest way to accomplish this is by educating the prospect on your services. This is going beyond creating marketing pieces that explain the services that you offer. This is educating prospects on how the service you offer will help them solve their problems, problems that they may not even know that they have.
Let’s say that you own a wedding planning service. For the bride who is getting married for the first time, she may believe that planning her wedding will be easy. She may not know there are hundreds of tasks to complete before her wedding day in order for her to have the wedding she has dreamed of since she was a child.
Your job is to educate her about all the steps that go into planning a successful and happy wedding that will allow her to enjoy the wedding of her dreams. Through this educational process, you will help her to realize all the things that she hasn’t thought about when it comes to planning a wedding. As she continues to return to the information that you provide concerning planning the perfect wedding, she will come to trust the advice that you give. When she begins to think that she may be better off hiring someone to help her plan her wedding, she will turn to the person who is educating her when thinking about hiring a wedding planner. You are one-step ahead of other wedding planners, because without even meeting her, she has gained trust in your ability to plan the perfect wedding.
What is some of the content that you can provide to prospects?
There are tons of ways that you can provide content. Vary your approach so that you reach prospects in a format that they will enjoy. You can create:
- A blog
- Slideshare presentations
- White papers
- Special reports
- Comic books
- Video games
Just to name a few.
How do you go about educating your prospects?
Let’s stick with the wedding planning example. So how do you go about educating your prospects and gaining their trust? You can put up a wedding planning website and add pictures of successful wedding you have planned.
You can add a blog and write wedding planning articles and tips. You can create a wedding planning workbook or worksheets. Add short videos of weddings you have planned, podcasts and webinars on wedding planning topics, success stories of how you helped people plan the perfect wedding, facebook fan page with all of the above and twitter updates. You can add a forum to your website where brides can talk to other brides, have questions answered by you and other readers, and create a monthly newsletter.
How do you reach prospects?
Make sure that you are participating in the social networks that your prospects participate. Join forums and groups. Share your content on your Facebook, Twitter, , LinkedIn and other accounts you have set up for your business. Ask them to share it with the people that they know. Create a contest to gain more attention and find ways to share you content with the media and bloggers so that they can help spread the word.
Utilizing these marketing techniques can be cost-effective for a small business owner, the largest investment being your time. Whether you are a service provider or sale products, educating your prospects is essential in today’s marketplace. Prospects are educating themselves about their needs and by providing the educational content that they need, when they need it, you place yourself ahead of your competitors.
Are you educating your prospects about the services/products that you provide and how you can help them?
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