There is a common misconception amongst small businesses that your marketing’s most important function is to promote your products and services to prospects ready to buy. In fact, the most important function of your marketing strategy should be to establish that you’re an expert in your industry, that you have knowledge to share, and that you can be trusted.
It’s a given that consumers like to do business with people and brands they trust. That said, even if you have the lowest prices, if you’re not perceived to be trustworthy, it might be difficult to attract customers. This is the basis for Education-Based Marketing.
A powerful marketing strategy that establishes trust and credibility using strategic educational messaging, Education-Based Marketing is the direct opposite of traditional marketing, which leverages selling-based messaging.
People are tired of being bombarded with sales pitches. Alarm bells go off the moment you launch into your spiel. In comparison, consumers are more likely to listen when you offer value by sharing expert information and helpful tips and facts that not only help them live better but also help them make better buying decisions. And even if they are not ready to buy, you’re planting seeds and gaining consumer trust that will likely pay off when they are ready to purchase your product or service.
Stay tuned for our next post that will delve deeper into how to craft your educational message.
April Neill is a brand strategist, lifelong entrepreneur and founder/CEO at April Neill Public Relations, a boutique public relations firm serving small businesses and non-profits in Chicagoland. You can find April on Twitter and also connect with April Neill PR on Facebook.
April Neill Public Relations is passionate about helping small businesses position themselves as experts in their industry. We offer a complimentary 30-minute in-person or phone consultation. Email AprilNeill@gmail.com to make your appointment today or call 312.772.3832 for more information.