People on the internet are looking for several things when it comes to content from businesses. They’re looking to be entertained, inspired, and educated. The percentage of the mix depends on the person and the product or service. Some require more education than others. For instance, people shouldn’t buy a car or a dog without learning a little about them first. However, people will often give restaurants a shot without knowing anything about them other than the type of food they serve. Still, it’s important to educate your customers for a variety of reasons. The number one being more sales.
Reasons to Educate Customers Through Content
You Frame the Important Stuff
There are probably several things your buyers need to consider when purchasing your item or service. When you create content that educates, you select and present to your audience what you believe is important and why they should think so. This means if you’re strong in one area, you can play up the importance of that area in the buying process. This gives you an advantage over the competition.
They’re Looking for It
Customers are looking for the educational piece. Most buyers do their research long before they approach a sales person. If you’re not providing the info they’re looking for, they will find it elsewhere. Hopefully for you, that doesn’t mean through your competition.
There’s an Increased Chance for Upsells and Return Sales
Good content can help a customer or prospect trust you. When a customer trusts you they’re more likely to buy from you, buy more from you, and buy again from you. When you give them additional value through important content, you can raise the buying decision above price. They’ll pay a little more for you, your product, and your services if they believe you’re very knowledgeable in your field.
It Can Become Your Unique Selling Point
Providing educational content, seminars, webinars, hands-on sessions, and more can help you differentiate yourself from a crowded industry. Good content also improves organic search results and who couldn’t use that?
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