Before we dive into the do’s and don’ts of managing customer education, let’s clarify what it even is.
Put simply, customer education is the act of companies providing consumers with the information and knowledge they need to make informed decisions that will allow them to succeed.
Customer education is ongoing and the following are some tips to remember as you manage this process.
The Do’s of Customer Education
1. Do Understand Your Customer.
Products are usually born out of necessity – someone identifies a need that isn’t being met and then creates a product to meet that need. Identifying the purposes of your product is a great start to understanding your ideal customer.
Think through what your customer is trying to achieve, what their pain points are, and the solutions they’re looking for. Once you identify these items, then you can effectively start the education process.
2. Do Prove Why Your Product is Needed.
While this may sound like marketing at first glance, this actually falls in line with the education process. Just because you believe in your product, you can’t simply market it telling others they should do the same.
That isn’t going to cut it.
You need to educate people about how your product or service can transform their business (this ties into understanding your customer).
Think about a friendship. You can demand that someone should be your friend, but chances are that isn’t going to go over well. Investing the time for them to get to know you and vice versa will reap bigger rewards.
If your viewpoints align, they’ll see the benefits of being friends with you. The same concept goes for proving your product's worth and desirability.
3. Do Create Interactive Content.
While there are different styles of learning, things often resonate best with people when the learning experience is hands on. As a consumer, being able to choose options that give you a tailored outcome feels more personal, plus interactive content is also way more engaging.
The Don’ts of Customer Education
1. Don’t Approach Customer Education as a Marketing, Advertising, or Sales Tactic.
Educating customers on your product should be treated separately from the aforementioned tactics. There may be overlap in the end goal, but remember to focus on helping your customers by providing them with enough information to make the best decision possible.
Create content around their pain points and specific to the goals they are trying to achieve. When they’re ready to make a purchase or choose a partner, they’ll remember that it was your educational content that helped them along the way.
2. Don’t Hold Back Information.
There’s an age-old fear that the more people know about your product, the more they can use that against you. Companies worry that informing customers too much means they’ll no longer need the companies services, but it’s really quite the opposite.
Being transparent about how you do what you do, allows people to put trust and faith in your processes. It also shows them just how much of an expert you are and while they may be able to start doing some processes on their own, your expertise can still get them better results.
Take a look at the wealth of educational content Bluleadz offers on our website. The more information we push out and provide, the more companies we have trusting us with their marketing services. That’s a fact.
Customer education is often an overlooked component of business strategies, but it’s more valuable now than ever before.
New products and platforms are entering the market every single day and if people aren’t taking the time to educate consumers on them, no one will understand the purpose of these new companies, or even worse, no one will know who they are.
Take the time to teach customers about the uses and benefits of what you have to offer and how it can help them reach their goals.