Education Marketing STOP Selling and Start Teaching

How to Use Educational Content to Attract New Customers

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

Your presentation will begin shortly…

www.losangeleswebstrategies.com

How to Use Educational Content to Attract New Customers

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


3

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


4

WHY TEACHING WORKS AS A MARKETING

STRATEGY FOR SMALL BUSINESS

act one


5

Positioning

credibility and authoritypositions your biz as an expert resource

that people can trust

6

Permission

get permission to eventually promote your Products and

services

7

Persuasion

Credibility + permission = more sales

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

8

Proliferation

Your “students” become promoters

Good educational content gets shared

9

Partnerships

Make a nameopens the door for partnership

opportunitieswww.losangeleswebstrategies.com

10

The Payoff – Bottom Line Benfits

+ wider reach

+ Better reputation

+ Repeat business

+ More referrals

11

8 SMART WAYS YOU CAN USE EDUCATIONAL

MARKETING TO ATTRACT NEW CUSTOMERS

Act two

12

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

13

Easier than you think

All You need is powerpoint….

….But Your Competitors Don’t Know That

14

Best practices

- Brainstorm narrative

first

- Make it useful

- Find data using

Google

- Hire cheap designer


15

Tactic #2: Webinars & live presentations

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


16

Examples

What you’re watching right now!

Lunch & Learns [live events]

Evening Webinars[for busy

professionals]

17

Best practices

- Promotion plan

- Find a co-host

- Practice delivery

- Record and reuse

- Transcribe it


18

Tactic #3: Blogging & article marketing

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

19

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

SOURCE: NYTIMES


http://www.nytimes.com/2013/02/28/business/smallbusiness/increasing-sales-by-answering-customers-questions.html?_r=0

20

Best practices

- Get employees and

guest bloggers to

contribute

- Write new content

consistently

- Promote using social

media, emails, etc.

21

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


22

Examples

LinkedIn groups[connect with others in your

industry]

Quora[Instant credibility

by answering questions]

Pinterest[engage your

audience using media]

23

Best practices

- Be genuine when

helping others

- Be positive and

generous

- Offer tremendous value

without expecting any in

return


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


25

Examples

EDUCATIONAL/HOW-TO

[ESTABLISH TRUST AND CREDIBILITY]

ENTERTAINMENT

[CONVERT YOUR

AUDIENCE INTO FANS]

PERSONALITY

[CONNECT TO YOUR

AUDIENCE]

26

Best practices

- Focus on content, not

production value

- Sound and lighting most

important

- Keep it short and

punchy

- Add metadata when

uploading (helps SEO!)

27

Tactic #6: Podcasting

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

28

Examples

Tutorials/How-to[ESTABLISH TRUST AND CREDIBILITY]

interviews[give your

audience who they want]

Q&A[answer your customer’s questions]

29

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

30

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

31

Best practices

- Get it professionally

designed and printed

- Make it scannable

- Use compelling imagery

- Hire a ghostwriter


Pro Tip!

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

anybody

33

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


Examples

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

(and not just promoting their travel specials]

35

Best practices

- Don’t be boring!

- Reward people for

signing up

- Give ‘em what they

want (valuable

content)

- Include offers

- Send on Sundays


36

GENERAL GUIDELINES FOR CREATING

EDUCATIONAL CONTENT THAT ROCKS

Act three

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)

38

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

39

Questions?

We’re here to help – Get in touch!

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


(213) 607-9100

Education Marketing STOP Selling and Start Teaching

Education

Transcript of Education Marketing STOP Selling and Start Teaching