How to Use Educational Content to Attract New Customers

STOP Selling andStart TEACHING! Why the Best Marketing Doesn’t Look Like Marketing at All

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How to Use Educational Content to Attract New Customers

STOP Selling andStart TEACHING! Why the Best Marketing Doesn’t Look Like Marketing at All

www.losangeleswebstrategies.com

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AgendaI. 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

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WHY TEACHING WORKS AS A MARKETING

STRATEGY FOR SMALL BUSINESS

act one

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Positioning

credibility and authoritypositions your biz as an expert resource

that people can trust

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Permission

get permission to eventually promote your Products and

services

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Persuasion

Credibility + permission = more sales

ATTRACT MORE BUYERS | BUY FASTER AND MORE OFTEN | HIGHER PRICES

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Proliferation

Your “students” become promoters

Good educational content gets shared

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Partnerships

Make a nameopens the door for partnership

opportunitieswww.losangeleswebstrategies.com

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The Payoff – Bottom Line Benfits

+ wider reach

+ Better reputation

+ Repeat business

+ More referrals

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8 SMART WAYS YOU CAN USE EDUCATIONAL

MARKETING TO ATTRACT NEW CUSTOMERS

Act two

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Tactic #1: Infographics+ Our brain are visual+ images get more facebook shares and Likes+ enjoy12% more traffic

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Easier than you think

All You need is powerpoint….

….But Your Competitors Don’t Know That

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Best practices

- Brainstorm narrative

first

- Make it useful

- Find data using

Google

- Hire cheap designer

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Tactic #2: Webinars & live presentations

+ Caters to different learning styles+ shows your personality+ explain complex concepts

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Examples

What you’re watching right now!

Lunch & Learns [live events]

Evening Webinars[for busy

professionals]

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Best practices

- Promotion plan

- Find a co-host

- Practice delivery

- Record and reuse

- Transcribe it

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Tactic #3: Blogging & article marketing

+ 55% more visitors+ 97% more inbound links (better SEO!) www.losangeleswebstrategies.com

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ExamplesHUGE PAYOFF: POOL INSTALLATION COMPANY OWNER REPORTS EARNING NEARLY $2 MILLION FROM ONE ARTICLE ALONE!

SOURCE: NYTIMES

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Best practices

- Get employees and

guest bloggers to

contribute

- Write new content

consistently

- Promote using social

media, emails, etc.

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Tactic #4: Social media+ Aggregate existing content+ “Piggyback” off existing audience+ share in multiple social networks

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Examples

LinkedIn groups[connect with others in your

industry]

Quora[Instant credibility

by answering questions]

Pinterest[engage your

audience using media]

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Best practices

- Be genuine when

helping others

- Be positive and

generous

- Offer tremendous value

without expecting any in

return

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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

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Examples

EDUCATIONAL/HOW-TO

[ESTABLISH TRUST AND CREDIBILITY]

ENTERTAINMENT

[CONVERT YOUR

AUDIENCE INTO FANS]

PERSONALITY

[CONNECT TO YOUR

AUDIENCE]

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Best practices

- Focus on content, not

production value

- Sound and lighting most

important

- Keep it short and

punchy

- Add metadata when

uploading (helps SEO!)

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Tactic #6: Podcasting

+ More smartphones = larger audience+ Simpler than video (easy to get started]+ separate yourself from the pack

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Examples

Tutorials/How-to[ESTABLISH TRUST AND CREDIBILITY]

interviews[give your

audience who they want]

Q&A[answer your customer’s questions]

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Best practices

- Make it short and fun

- Be consistent (stick to a

schedule)

- Add metadata when

uploading (helps SEO!)

- Promote via your

website, email, social

media, etc.www.losangeleswebstrategies.com

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Tactic #7: Publishing a “shook” (short book)

+ Instant credibility by Being a Published author+ hard to ignore printed book (vs. email, pdfs, etc.]+ stand out in your niche

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Best practices

- Get it professionally

designed and printed

- Make it scannable

- Use compelling imagery

- Hire a ghostwriter

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Pro Tip!

add a personalized, handwritten note whenever you give the book to

anybody

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Tactic #8: Monthly e-newsletters

+ $1 spent on email marketing turns into $40 revenue+ 77% of small business owners report email helps them increase revenue

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Examples

Kayak.com: gets you excited about the idea of traveling

(and not just promoting their travel specials]

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Best practices

- Don’t be boring!

- Reward people for

signing up

- Give ‘em what they

want (valuable

content)

- Include offers

- Send on Sundays

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GENERAL GUIDELINES FOR CREATING

EDUCATIONAL CONTENT THAT ROCKS

Act three

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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)

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Take action and reap the rewards

- Plan & execute

- Don’t need a huge

budget

- Give ‘em what they

want

- Be consistent and

commit to high-quality

content

+ Wider reach+ better reputation+ repeat business+ more referrals+ Happy customers www.losangeleswebstrategies.com

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Questions?

We’re here to help – Get in touch!

We’d love to help.• Just get in touch!

www.losangeleswebstrategies.com

(213) 607-9100