How to use product education to grow your customer base

If you want to be successful, you should find a way to educate your leads and customers. This helps you do so many things. From communicating with a large number of people, all the way to retaining your current customer base and making it loyal. The more high-quality educational content you have online, the easier it will be for users to find you. And on top of that, it will give you more credibility. But the more important question to ask is how you can use product education to grow your customer base. That’s what we’re here to explore in this article, so keep reading to learn more.

In the last couple of years, content marketing has become big and there’s a good reason for this. People want to learn and businesses can’t miss out on an opportunity to teach and establish credibility. When you teach others something, you are a step closer to establishing yourself as an authority on the subject. So, if they want to buy something, they’ll buy it from you since they trust your brand. If you ever wanted to know how to convert more customers, this is one of the ways to go about it.

Today, we’ll talk about how educational content works and how you can use it to your advantage. Consider it a tool that will help your customers find you and guide them through their buyer’s journey. So, the more of it you have, the better it is for your business. Let’s see why this is.

Generate demand

A man writing on a piece of paper.
By teaching your potential customers about your product, you’re generating demand for it, and that’s how you use product education to grow your customer base.

When you create content that teaches people about your business and products, you’re also creating the need for it. Look at it this way. If customers already know who you are, what products you have, and how they can use them, it’ll be easier for you to convince them to buy them. So, the more you can teach them about your area, the more demand there will be for the solution you’re offering.

Create brand awareness and market credibility

If you want to focus on product education, try not to push sales aggressively. Instead, focus on publishing relevant and helpful content that your readers will find interesting. The more of it you can create, the more credibility you’ll get. In essence, you want to establish yourself as a leader in your field.

When people start turning to you when they need help, you know you have them. This means that they see you as an authority and that they trust you. So, when they need a product or service like the one you offer, your business will be the first one that will pop up in their mind.

Generate leads

A man thinking about how to use product education to grow your customer base.
The more great content you have, the more quality leads you’ll get.

It’s no secret that online content is great for lead generation. But to get the most out of it, you want to divide it into stages. Let us explain what we’re on about.

First of all, you want to have completely open content. Here, we refer to things like blog posts, infographics, and links to other relevant sources. As soon as people land on your site, they should be able to enjoy these. However, in addition to it, you want to have more exclusive, gated content. These are eBooks and courses that provide more value, and they’re still ”free”. However, to get them, the visitor needs to leave their contact info in the ConvertMore callback widget, for example.

And just like that, people who go the extra mile to get that content have become your leads. And the best thing of all is that thanks to the content, they’ll be more educated. So, all the leads you get this way will be high quality.

Be present throughout the entire buyer’s journey

As you know, there are three stages of a buyer’s journey:

  • Awareness
  • Consideration
  • Decision

And if you want to use product education to grow your customer base, you need to create relevant content for each phase. Write articles and make videos that will guide them through the stages and help them realize they need your product. Focus on all the benefits they’ll get if they buy it and get them closer to making the decision. Again, don’t try to rush this. If you want them to buy from you, they must trust you.

Make customer onboarding easy

A man looking at his laptop.
Let your customers educate themselves about your products at their own pace, and you’ll get a lot in return.

If you pay attention to creating the right kind of content and let your audience consume it at their own pace, you’ll make customer onboarding easier and quicker. It may sound strange, but it really works. Your future customers can educate themselves by reading or watching your content when they want, and they can come back on the things that were unclear to them.

This way, they’ll know almost everything they need to know when they contact you for the first time. And we don’t have to explain how this makes the job of your sales team easy. Your agents will talk to highly qualified leads, and that’s a recipe for success.

Help your customers succeed

If you want your business to succeed, you need your customers to be successful. So, try to do everything you can to help them in what they do. And here, we don’t mean only product training. Of course, you must teach your clients to use your product, but ideally, you should develop their related skills. The more they know about it, the better they’ll be able to use it. As a matter of fact, they might even find some use cases that you didn’t think of, and that’s what you should aim for.

Moreover, if you ever wondered how to lower website bounce rate, having a lot of educational content on it is a way to go. Even if visitors come to see the product, they’ll stay for the content. You’re offering real value, and that’s worth a lot more than any product or service. And that’s why they’ll love you.

Conclusion

Now you know how to use product education to grow your customer base. By providing value to your visitors, you turn them into leads and later into clients. It should be clear that the better your content is, the better this strategy will work. So, if you’re not a creator on your own, team up with a content-creating agency. It will cost a bit more than if you did everything on your own, but you’ll get the results that you always wanted.

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