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Educate your customers to drive sales

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or how educational marketing can help boost your sales and reduce customer acquisition costs?
*The article mentions alcohol, which is harmful to health. 18+
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What is educational marketing?


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Who can use educational marketing?


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Types of educational content for clients and market

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What is educational marketing?
Educational marketing is a type of content marketing that helps to increase brand loyalty by teaching how to use a certain product, service, or any other tools to solve your problem.

For example, you’re selling a high-tech hair dryer the size of a pen that can easily fit into a women's bag. How about recording a tutorial or two describing how to use the dryer or providing some maintenance tips? Or you can create a series of DYI videos “10 hairstyles with our hair dryer”. See, we’ve already come up with 3 ideas to educate your customers and solved our marketing tasks.

We always keep in mind the main business goal is to sell a product/service. All tasks should lead to the main goal of business.
Educational marketing can solve the following tasks:
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boosting customers loyalty (you do not just sell some product to your customers, you show that you care about them by teaching them how to make full use of your product)
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attracting new customers (people may discover your article about hair styling techniques, learn about your hair dryer, and decide to buy one)
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increasing repeat purchase rate or upsale (you also have a hair styler the size of a pencil. Great! Now it’s more likely that customers who trust your brand and like your hair dryer will return to purchase your hairstyler)
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PR and brand awareness (useful content create good impression)
Now, you might think educational marketing is only for high-tech projects and products. You’re wrong. Educational marketing is a great tool even for moonshine still makers.

To be honest, we didn’t plan to make moonshine. Anyway, we spent several hours on the still maker’s YouTube channel, full of “How to make” videos.

It’s a great example of educational marketing: the channel has 287K followers and good engagement. Now imagine how many people may start wondering “Should I start a new hobby?” and may contact the maker to buy his product.
And what about the complicated (as rumor has it) B2B market? How educational marketing can help if you, for example, sell tire maintenance equipment for tire services?

Imagine you’re about to open a tire service and looking for a tire-changing machine. Would you be interested not only in purchasing one (makers offer relatively the same prices and delivery options) but getting recommendations and tips on how to use it?
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Who can use educational marketing?
It’s impossible to mention all the fields that can benefit from educational marketing (but we will name 4 to show our train of thought).
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High-tech solutions (software, smart home). Explain how to set up your software, how to use it, and provide tips and tutorials for users. In that case, you not only educate customers on how to use your product but might help your call center by decreasing the number of calls from clients, who keep asking the same questions (now you can just send a link to an explainer video or an article).
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B2B projects. Despite popular belief that B2B is for in-person sales after the pandemic, the course of the sale shifted towards digital. It’s highly possible your potential client while looking up your site will also check your YouTube channel.
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HoReCa. “How to use a convection oven?” or “How to set a table at 5* hotel’s restaurant?” – you can begin your educational marketing journey by answering these questions.
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Travel (yes, we all hope, we will travel freely soon). Why not create a guide or a video series about historical places, and rare wild plants – travel industry has endless potential for content marketing)
Online platforms and services can also benefit through education. Their profit depends on how deeply their client understands the service and knows how to use it to its fullest.

For example, a digital marketing agency can make marketing courses, and create a YouTube channel or a blog to show they are experts in this field, wherefore attracting new customers and helping current clients to gain a better understanding of joined projects.
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Type of educational content for clients and market
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online courses
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articles
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tutorials
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webinars
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interviews
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podcasts
There are also various platforms to upload your content: a blog on your company’s website, brand media on a separate domain, a YouTube channel, help center.

You can use these channels separately or combine them into one content marketing strategy.
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In conclusion, educational marketing is a part of content marketing, that can help not only achieve your business goals (contrary to contextual advertising, getting results from content marketing takes time) but also can reduce customer acquisition costs by boosting brand awareness and increasing the number of loyal customers.

Educational marketing becomes extremely relevant, especially in the post-COVID period, when demand for online content (courses, additional education) went up drastically. Many people still work from home and try to learn something new in their free time. As a trend of self-education continues, educational content keeps bringing new customers and solving your business goals.