There was a marketing king who ruled by force; he was too aggressive, in-your-face, and pushy with his selling techniques.
He jumped in your face whenever he wanted, whether you were interested or not. He had many names: “outbound marketing”, “interruption”, “push”, and “traditional” marketing.
This ruler came from a time when TV commercials, billboards, radio ads, print advertisements, cold calling, and direct mail were the kings of marketing.
Times have changed. Nowadays, most of the selling techniques used by these channels have become ineffective as when it comes to sales. It’s no longer aligned with customers’ behaviors.
We’re in the digital and information era, and the way customers research and shop for products and services are changing. Shopping is all online at their fingertips.
Now you might be wondering… what selling techniques are working today? Well, we have new marketing kings in town. They're called inbound marketing and content marketing, also known as “educational” or “meaningful one-to-one” marketing.
Inbound marketing according to HubSpot “is a business methodology that attracts customers by creating valuable and educational-based content and experiences tailored to them.” Content marketing “is the process of creating, distributing, and publishing content to reach your prospects and educate them about your products or services.”
Education is one of the best selling techniques in this era. It helps you attract marketing qualified leads (MQL) and convert them into sales. It builds credibility and awareness for your products or services.
This concept is not brand new. You might have heard of the king of selling techniques before.
They say, “Content is king.”
But not just any content. We’re talking about valuable, relevant, and educational content.
Do you want to know something cool? By using the inbound marketing methodology of providing valuable, and educational content, you’ll spend 62% less per lead than traditional outbound marketing.
Education should be in every company's selling techniques toolkit.
Educational content acts as your brand’s voice. It allows you to develop meaningful one-on-one relationships with your target audience. It makes your audience smarter and happy for answering their questions and solving their problems. Therefore they’ll engage with you and leave you good reviews or comments.
According to HubSpot, 88% of consumers trust user reviews as much as personal recommendations. And the average consumer reads 10 online reviews before making a purchase decision.
Do you see how it’s all connected with education?
Valuable, relevant, and educational content for your target audience is the present and future of selling techniques.
By providing educational content in your blog, emails, and social media, you develop credibility and awareness for your products and services. Thus you turn your visitors into qualified leads and generate more sales.
Now you know why educational content is one of the best selling techniques to use. Wouldn’t it be cool to share with you how to put it into action and sell more?
The products or services themselves have never been why your customers buy. It is the perception of the promise and benefits your products or services provide and how it plays in their lives. Educational-based content can communicate these values to your customers.
Now, educational content can be in many forms. Blog posts, emails, and social media content are the big 3 to provide educational content today.
Here are best-practices to utilize education in blog posts, emails, and social media content to sell more:
If you’ve read this far, then you have a good understanding of why education is one of the best-selling techniques.
However, you need to know one more thing before you can put this technique into action.
Customers go on a journey with your company before buying. Segment your educational-based content into three categories based on how likely your target audience is going to make a purchase:
Top-of-funnel (TOFU): Your goal here is to build awareness. Provide value upfront by focusing on educating your target audience. Help answer questions in your niche and solve their problems. Don’t try to sell your product or service in TOFU.
Middle-of-funnel (MOFU): Your goal is to bridge the gap between the initial interest and the purchase by providing educational content more related to your end product or service. Then you introduce your product or service as a potential solution and ask your audience to take action. Here’s the catch: You don’t want to hard-sell in MOFU. You leave it to the final round.
Bottom-of-funnel (BOFU): Your goal here is to inspire confidence in a purchase decision. You're providing educational-based content about common questions and objections about your product or service. Answer any questions and handle objections. Then introduce your product or service and position it as the perfect solution.
What do the three stages have in common?
They focus on providing valuable and educational content. Do you see how education is one of the best selling techniques to use in blog posts, emails and social media?
In order to connect with your audience, they need to find you first.
When people have queries, they search for answers on Google. Google has 92.71% of the search engine market share worldwide.
It’s essential to optimize all your content, especially blog posts, to be SEO-friendly and get ranked on Google. Chances are, your target audience found you while looking for a solution to their problems.
By using selling techniques such as education, you can help them solve those problems, then introduce your product or service as a potential solution.
And that’s where you build awareness and develop credibility for your products or services. Thus turn your visitors into qualified leads and generate more sales.
Videos are no longer "on-the-rise". It's here, and it's the most powerful way to educate and spread your valuable knowledge with your prospects. Videos have dominated social channels. After watching a video, 64% of users are more likely to buy a product online.
If that's what the majority of people want today, then they shall receive. Combining videos with one of the best selling techniques out there, you’ll make a powerful pair.
Make sure you provide value upfront and educate your audience in the video. Then introduce your product or service as a solution to solve their problems.
There was a point in time when your prospects subscribed to your mailing list. They loved the valuable and educational content you provided. They trusted you, and they loved to get more of your content.
If the end goal is more sales, then keeping your leads interested and engaged with your valuable and educational content is a must.
According to Forbes, "You can earn prospects’ trust by emailing them something valuable."
Send them valuable and educational emails upfront, then soft-sell and introduce your products or services. Nurture that relationship to the point where they know your business and love to read more of your content.
In more direct words, if you’re looking to sell more and keep your prospects for the long run then you need to provide value to your prospects’ lives. Don't just spam their Inbox with sales, promotions, and deals.
Do you see now how education is one of the best selling techniques to use in emails?
Think of your content and inbound marketing strategies as your vehicle, and educational-based content as the fuel. Educating your target audience builds credibility and awareness for your products and services. It helps you attract marketing qualified leads (MQL) and convert them into sales.
You always want to educate and add value to your prospects upfront. Then introduce your products or services as a potential solution for their problems to grow your business faster.
No wonder the president of Liberia, George Weah says, “Education is a continual process, it’s like a bicycle… If you don’t pedal you don’t go forward.”
That’s why education is one of the best selling techniques to use in blog posts, emails and social media content.
Here’s the catch. We get it, it’s hard to stay consistent providing content for your business. And it feels almost impossible to find professional writers who understand SEO and know the strategies behind inbound marketing and content marketing and how it works.
Copywriters.com provides proven professional SEO content writers and copywriters. They went through our interviews and our 7-week training program and HubSpot Academy courses. Based on your specific needs, we’ll pair you with a proven copywriter experienced in your niche.
Hiring a professional copywriter to write content aligned with your marketing strategies will save you time and energy. Hire a professional copywriter today.
Abdulmalik Ghandoora is a pioneer experienced copywriter through Dan Lok™ Education Inc. He will live and breathe your brand, his role is to help you get consistent ROI-focused copy. He has the skill to influence, and inspire people to take action through well-put-together written words. Abdulmalik is also an SEO content writer. A certified inbound marketer.Hire Abdulmalik