Deepening on what your business sells, you can keep existing clients engaged and win new clients by educating them. If you can determine what their most frequently discussed problems are, then you can get their attention by demonstrating your understanding of them. You can win new clients by providing solutions for those same problems. Educating clients keeps them inside of your marketing funnel until they are ready to make a purchase.
One of the great things about educational marketing is that it does not rely fully on your sales message. It relies heavily on your research of your customers’ problems and your ability to articulate your understanding to them. Once customers feel as if you “get” them, they will be much more open to hearing about the features of your product.
Traditionally companies have used webinars in order to educate their prospects and customers. Webinars are, as their name implies, web seminars. They allow the presenter to show an audience online what is on their computer screen while communicating with them audibly/verbally.
In order to attend the webinar, individuals must sign into a facility online. Some companies use that opportunity to double as an opt-in. Therefore, when the webinar attendee adds their name and e-mail address to the webinar company’s sign up form, a third party script is then used to have that same mail and name transferred to an autoresponder like Aweber or Constant Contact.
The difficulty in this method is that the attendee only expects to sign up for the educational webinar. They do not necessarily expect to be added to a marketing list. Companies that begin to market to these individuals using their autoresponder could irritate them. However, some marketing experts have countered this with the fact that that if an individual leaves or unsubscribes from a mailing list for this reason, they are unlikely to have ever become a paying customer anyway.
Once on the webinar call, it is the presenter’s job to clearly state the problem as they understand it. While doing so, the presenter should be asking their audience for feedback. Are they stating the problem correctly? Do they understand the depth of it and what it means to the attendees? These are all things that should be answered at the very beginning of the webinar.
The company should then discuss what will happen if the problem being discussed gets worse. Examples should be provided of those that have experienced this worsening condition. This is an important aspect of the presentation, although the goal should ultimately be education. If there is to be any subtle selling activity in an educational webinar, it should be the discussion of what would happen if the problem persists or gets worse.
Once the presenter has thoroughly discussed the problem in terms that the attendees understand, a solution should be provided. While the solution is likely to be a product or service that the company offers, it does not have to be. If the goal of the webinar is to build relationships because of the education, then the presenter could direct them to helpful resources regardless of their source. Of course, this would build trust and give the customer the impression that the company’s first concern is their well-being.