Consumers today are more conscious of the products and services that they purchase. With a plethora of online information, customers now consume facts and statistics before deciding to buy. In fact, according to Conductor, 131% of shoppers are more likely to buy after going through educational content.
So, what is consumer education? It is defined as the practice of enlightening your leads regarding your products and services. Consumer education helps make well-informed decisions that can aid buyers with deciding whether they want to buy from the brand or not. Informed customers make better choices, as they have the freedom to choose and compare different brands.
Moreover, all buyers have the right to consumer education to be protected from malicious acts. It’s the shopper’s right to have ample information about what they are buying, including the price and trade practices. Teaching comes in many forms, such as videos, articles, ads, emails, and more.
What Are the Benefits of Consumer Education?
When the public is well-educated, companies are then compelled to pay close attention to the needs and wants of their audience. Through this practice, entrepreneurs know what their clients are looking for, while the latter can make informed purchasing decisions. It’s a win-win for both parties.
Consumer Education Helps With Building Trust Signals
Being honest and transparent often leads to increased trust. The more people see that you are willing to share how your products are made, the more they will realize that they can rely on your brand. Satisfied leads often turn into conversions, which can eventually grow into loyal customers.
Here are a few more ways to amp up and reassure your shoppers:
- Implement customer education solutions by showing your testimonials and industry reviews. Doing so is a great way to involve your current patrons in the process, which can also help build engagement within the community.
- Display your certifications, awards, and the logos of your company and your partners.
- Boost your social media proof.
- Include a detailed description and overview of your products and services. Add the price, complete product specifications, and benefits.
- Create high-quality content.
- Make your contact information visible.
A Chance to Become Industry Leaders
Businesses that are willing to educate their audience are often considered industry leaders. People within the same trade will come flocking to your door, especially if you consistently post helpful content backed up with reliable sources and information.
Consumer education coupled with the things below will help you become a leader in your industry:
- Offer free yet informative resources.
- Form an online community where readers can engage with the business and each other.
- Do live streams, webinars, and workshops.
- Partner up with other high-ranking figures in the industry.
- Post high-quality articles consistently.
Consumer Education Lessens the Need for Customer Service
Buyers who are adequately trained using a product or service are less likely to reach out to customer support. Informing your clients is especially important if you have a complex product that can lead to misuse and frustration if handled incorrectly.
While hiring support agents can cost you a hefty amount, creating product guides is very cost-effective. Your costs could dramatically decrease if you choose to do the latter, as it’s mostly a one-time thing.
Everyone has the right to consumer education, as it is part of the law. Furthermore, your clients can become your allies by educating other users.
Shoppers look for products and services that they can easily understand and use. If your instructions are unclear and confusing, then there is a huge possibility that they will just scroll past and look for others with more straightforward guidelines instead. You want to see that what you are offering can solve your client’s pain points. Reassurance and detailed tutorials can go a long way.
Follow these subtle yet practical tips of persuasion to make your leads turn into actual customers:
- List the full benefits and features of the items that you offer.
- Avoid jargon and use language that’s easy to understand.
- Be straightforward and avoid fillers.
- Emphasize your brand’s uniqueness and why individuals should try your products.
- Deliver on your promises.
- Support your articles or ads with original images.
Thinking about educating your patrons is one thing, but putting it into action is a different journey altogether. We have compiled a list of things that you should master to keep your leads well-informed.
Offer Outright Solutions
Most people are looking for solutions to their problems, and most turn to the internet for it. Pique your reader’s interest by providing them with a resolution through consumer education before offering your products.
For example, if you see an influx of individuals trying to figure out how to keep their computers running at an optimal speed, create an article discussing how to reformat their PCs. Moreover, you can also create threads on forums and social media sites such as Reddit and Quora to make your answer more visible to the public.
You need to create a strong bond with your audience before moving on to the sales pitch. These people might not be looking for a specific product to solve their pain points, but if you offer consumer education and then introduce your product, then the chances of them buying it are higher. This way, you will also narrow down your sales funnel, helping you know who is interested in purchasing your items.
Know What Your Consumers Are Asking
Visit your blog and social media comments and see what people are asking. Directly address their concerns by explaining how your products work in great detail. You can also ask your customer service agents what the most common queries that they are receiving. Through this, you’d know what type of content to put out and how to start with your customer education solutions. You can also update your FAQs based on these questions.
Additionally, you can send surveys to your current clients through their email and offer an incentive to fill out the forms. It doesn’t have to be anything big – even just a small discount or coupon is enough to encourage them to take the survey.
The more you know what your patrons’ concerns are, the better you will educate them.
Invest in Videos
Videos are easier to digest compared to articles and infographics. Create short yet interesting tutorials that you know your viewers would love to see. Include the product’s specifications, instructions, and benefits. Encourage your audience to click on them by using a powerful title or headline. These tutorials should be around two to five minutes long, as anything longer than that may bore the viewer. Populate your social media pages and landing page with these videos so they are easier to find.
Furthermore, you can also host webinars every once in a while. Doing so is a great way to interact with your consumers and encourage them to ask questions. Webinars are live, which means that you can attend to your watchers’ queries in real-time.
Videos are a great and cost-effective way to inform your customers about your products and services.
Provide Value to Encourage Customers to Take Action
While providing essential information to your shoppers is a must, you still have to be focused on your marketing efforts. You should make sure that you value consumer education while motivating your customers to take action. You can proceed with this by adding a call to action when answering their queries, but be careful not to go overboard with it.
Take a deeper look into your clients’ buying journey and offer valuable insight whenever possible. Here are a few more ways to encourage your readers to take action:
- Break down every step into smaller parts and highlight the benefits of each one.
- Listen to what they have to say and offer beneficial advice later on.
- Create a sense of urgency.
- Offer irresistible guarantees.
The more your audience sees the value in what you offer, the higher the chances of getting them to turn into actual buyers.
Create a Free Online Education Platform
You don’t have to spend too much building your platform to implement customer education solutions. You can simply create a detailed FAQ page filled with comprehensive information about the things that you offer. Videos and bulleted points are great to include in pages such as these.
However, if you have enough budget and you want to keep the consumer education ball rolling, then consider creating these:
- Build a dedicated landing page for tutorials, videos, and articles.
- Invest in e-books and downloadable guides to send to your customers through email for free.
- Create virtual communities through social media pages such as Facebook, Reddit, LinkedIn, and more.
- Devote your time to making interactive videos and quizzes.
Take HubSpot Academy, for example. They offer free online courses to their readers. These tutorials are also relevant to the products that they offer. This means that while marketing their services they are also addressing their customers’ needs.
Consumer education can be a powerful marketing tool, especially when coupled with other lead generation tactics that use the right metrics to help you land valuable leads that could, in turn, eventually turn into conversions. So share your knowledge with your audience, and the rest will follow.