In today’s competitive business landscape, small businesses often struggle to effectively stand out and connect with their target audience. Traditional online direct selling strategies involving an eCommerce website, such as a typical Shopify store, may yield some results, but they often fall short of establishing a lasting relationship with customers. The key to success when selling products online lies in embracing a paradigm shift. Instead of focusing solely on selling products directly to consumers, online retailers need to leverage the power of educational marketing. By providing valuable educational material for free, businesses can build trust, authority, and a loyal customer base, ultimately leading to increased sales.
Many of my clients are passionate about a hobby and want to develop a business selling products that other hobbyists will need to pursue their passion as well. They either create a standalone eCommerce website using a platform such as Shopify or open an Etsy or Amazon store where they list their products for sale. Many resort to paid ads to drive prospects to their homepage and have the mistaken impression that once a person finds their online store, they will discover the value of their products, and sales will magically occur. Unfortunately, this strategy often ends in failure.
While eCommerce websites that sell only products have their place, they only cater to prospects who have a good idea of what they want, or to someone browsing for a unique gift idea. But what about the person just being introduced to a new hobby and looking for gear? These prospects lack the domain knowledge to know what they want or need. As a result, online stores that only sell products lack a critical ingredient that no amount of paid advertising or lead-generating activities can overcome, and that is the educational factor. This is one of the reasons why I recommend that my clients have a website rather than just an Etsy, Amazon, or Shopify store so that they have the freedom to populate the site with educational content and not just a store that sells products.
I’ve recently become curious about beekeeping, primarily due to the fact that my last name in German means beekeeper. I knew very little about the hobby, so I watched a few YouTube videos to see what was involved in starting a small beehive. What I discovered was a real concrete example of the role of educational marketing.
My initial assumption was that you could simply buy or build a hive and equip yourself with safety equipment to avoid being stung. One of the videos I watched described the process of beekeeping in great detail. What became very apparent was that there were a whole bunch of products and that a high level of beekeeping knowledge was needed to succeed. Some products helped mitigate the risk of a hive dying, while others helped ease the effort of extraction, but in any case, there was a rather steep learning curve. The more I learned about the hobby, the more I was introduced to products I didn’t even know existed and management activities I was unaware of.
Someone who just looked for a store that sold hives, gloves, and a hat with a veil would likely have had a bad experience and quit. However, I guess that few people today would be so arrogant as to believe they could simply buy a few items from an online store and think they could succeed at beekeeping. I suspect most people who, like me, are curious about exploring a new hobby, would look for online content to better understand what it takes to be successful, which is why educational marketing is so important.
The fact is, the gentleman whose video on beekeeping I watched also had an online store. During his tutorial, he often discussed a product that would improve your results, such as a drone comb that combats the intrusion of varroa mites that can devastate a hive. He would describe what you should look for when and if you wanted to buy one, and of course, would offer one that achieves all of his objectives in his online store. Moreover, when someone is just starting a new hobby and consuming your educational content, it often means that the sale would likely include a variety of items, rather than being a one-off sale. This is the power of providing knowledge alongside a store that sells products.
While the presence of free educational content will not only improve a website’s SEO, it also provides the best place to send prospects using ads, social media posts, or engagement discussions. Herein lies the rub that many eCommerce businesses fail to recognize. Too often, I see clients using social media or paid ads that include a link to a product page only, hoping to make a sale. They assume that if they have to invest the time and money to get a prospect to their site, they’d be better off trying to make a sale right away to offset the cost. I once embraced this concept too. As a frugal business owner, I had a hard time investing time, energy, and ad dollars to attract prospects to my free content. I just felt they would consume my knowledge and simply buy from someone else. What I failed to realize was the power of giving away knowledge.
The Power of Giving Away Knowledge
Building Trust and Credibility: Offering free educational content demonstrates your expertise and genuine interest in helping your prospects. You gain trust and credibility by positioning yourself as a valuable resource, making prospects more likely to consider your products or services.
Establishing Authority: Educational content establishes your business as an industry leader. When prospects seek information or solutions, they will turn to your content, creating a long-term relationship that can convert them into loyal customers.
Engaging with Prospects: Educational material enables prospects to become actively involved. By offering valuable content, you can start conversations, address queries, and tailor your marketing efforts more effectively.
Word-of-Mouth Marketing: When you provide valuable knowledge for free, satisfied prospects will likely share it with others, organically increasing your brand’s reach.
Implementing the Educational Marketing Plan
Identify Your Target Audience: Understand your ideal customers and their pain points. Tailor your educational material to address these challenges effectively.
Create High-Quality Content: Develop valuable content such as blog posts, e-books, video tutorials, webinars, and infographics. Ensure the content is informative, engaging, and visually appealing.
Offer a Free Knowledge Hub: Create a dedicated section on your website or platform where prospects can access your educational content for free. Implement lead capture forms to build your email list and nurture leads.
Optimize for Search Engines: Use SEO techniques to make your educational material discoverable by potential customers searching for related information online.
Leverage Social Media: Promote your educational content on various social media platforms to reach a wider audience. Engage with followers and encourage discussions around your content.
Collaborate with Influencers: Partner with industry influencers or thought leaders who can help amplify your educational content and reach a larger audience.
Measure and Analyze: Track the performance of your educational marketing efforts using analytics tools. Identify what works and what needs to be improved, so you can continually refine your approach.
Offer Value-Added Products: As your prospects consume your free educational material, identify the products or services they will need to apply that knowledge effectively. Offer these products as natural extensions of the educational journey.
Case Study – Photography Business
Imagine you run an online retail store that sells photography equipment. Rather than simply selling cameras, lenses, filters, and other related equipment, you decide to leverage the power of educational marketing to establish a stronger connection with your customers and drive more significant sales. Below are four steps that you might want to consider:
Create Comprehensive Photography Guides: Develop free guides on various photography techniques, from beginner to advanced levels, covering topics like composition, lighting, and post-processing.
Host Webinars and Workshops: Conduct webinars and workshops where you delve deeper into specific photography aspects and interact with participants.
Build a Photography Community: Create an online community where photography enthusiasts can share their work, exchange ideas, and seek expert advice.
Offer Exclusive Deals on Cameras and Accessories: As participants gain knowledge and skills, offer exclusive deals on camera bodies, lenses, filters, tripods, and other accessories they will need to enhance their photography experience.
Case Study – Ethnic Cuisine Business
Now, imagine you run a retail store focused on providing often hard-to-find ingredients and cookware for a traditional ethnic cuisine. Rather than simply selling pre-packaged spices and cooking utensils on an eCommerce website, you decide to leverage the power of educational marketing to establish a stronger connection with your customers and drive more significant sales. Below are seven steps that you might want to consider:
Curate and Create Authentic Recipes: Start by curating a collection of authentic recipes. Research traditional cooking methods, ingredient combinations, and cultural significance to present a genuine culinary experience to your audience.
Produce High-Quality Cooking Tutorials: Create video tutorials, blog posts, and detailed menus that guide your audience through the process of preparing these ethnic dishes step-by-step. Emphasize the cultural context and share anecdotes that make the culinary experience more immersive.
Host Interactive Cooking Classes: Organize in-person or virtual cooking classes where participants can cook along with you in real-time. Encourage questions and discussions during the sessions to foster engagement.
Showcase the Importance of Spices and Utensils: Incorporate educational content about the role of spices and how the right utensils can enhance the cooking process. Highlight the unique benefits of the spices you sell and the advantages of using specific cooking tools.
Promote Cultural Awareness: Beyond just teaching recipes, educate your audience about the cultural significance of the dishes and their historical roots. This will deepen their appreciation for the cuisine and the products you offer.
Create a Community of Food Enthusiasts: Establish an online platform or social media group where food enthusiasts can share their experiences, cooking triumphs, and even their own recipes. Encourage members to showcase their creations using your spices and cooking utensils.
Offer Specialty Spice Blends and Utensils: As your audience becomes more engaged with your educational content and develops a passion for cooking ethnic dishes, promote and sell your unique spice blends sourced from the finest ingredients. Additionally, offer specialized cooking utensils and traditional serving plates that complement the ethnic cooking experience.
By adopting an educational marketing approach, your small business can transcend the traditional online sales model and cultivate a loyal and engaged customer base. In our example, teaching people how to take better pictures or cook traditional ethnic dishes not only introduces them to new techniques and culinary experiences but also fosters a sense of appreciation and understanding. Customers become more inclined to purchase your products as they immerse themselves in the educational journey.
Business Ideas
Below are ten other business ideas where giving away knowledge can be an effective strategy for selling needed products:
Home Gardening: Offer free guides, video tutorials, and webinars on various gardening techniques, from composting to container gardening. Sell seeds, soil amendments, gardening tools, and equipment.
Home Brewing: Provide educational content on the art of home brewing, including recipes, fermentation tips, and troubleshooting guides. Offer brewing kits, ingredients, and brewing equipment for sale.
DIY Home Improvement: Share DIY home improvement projects and tutorials on carpentry, painting, and home repairs. Sell tools, building materials, and safety gear.
Fitness and Nutrition: Create workout routines, nutrition plans, and healthy living tips. Offer fitness equipment, supplements, and health-related products.
Pet Training: Offer free pet training guides, videos, and workshops for various types of pets. Sell training tools, pet toys, and pet care products.
Art and Craft Supplies: Provide tutorials and inspiration for different art and craft projects. Sell art supplies, crafting materials, and specialty tools.
Personal Finance and Budgeting: Educate people on personal finance management, budgeting, and investing. Offer financial planning services, investment tools, and budgeting software.
Eco-Friendly Living: Promote eco-friendly practices with tips on sustainable living, waste reduction, and renewable energy. Sell eco-friendly products such as reusable bags, solar chargers, and energy-saving devices.
Home Décor and Interior Design: Share interior design tips, trends, and home décor inspiration. Offer home décor products, furniture, and accent pieces.
Jewelry Making: Provide jewelry-making tutorials, including techniques like beading and wirework. Sell jewelry-making kits, beads, and tools.
Remember, the key to successful educational marketing is creating valuable, engaging, and relevant content that resonates with your target audience. By giving away knowledge, businesses establish themselves as trusted authorities in their respective industries, leading to increased brand loyalty and sales of the products needed to apply that knowledge effectively.
How can you use the power of educational marketing in your business?
