As a successful business person, you’re probably an expert in your field, right? But believe it or not, your clients don’t know nearly as much as you do. That’s why it’s essential to bring them up to speed if you want them to understand the full impact your product could have on them.
Client education is the process of providing the skills and knowledge your customers need to get the most they can out of your product or service. Some people confuse client education with marketing, but even if client education leads to increased revenue, it’s a completely separate field from marketing. Because the main goal of educating clients isn’t to increase sales, some people are hesitant to spend time and resources pursuing it. But here’s why it matters:
What’s The Big Deal About Education?
Client education is all about helping your clients get more out of your product. Because it’s more customer-focused than sale-focused, it can go a long way in building loyalty and trust. Customers appreciate when you provide them something of value, especially when you’re not asking for anything in return.
The good news, though, is that you do end up getting something out of client education in the end. That loyalty and trust lead to higher customer retention and more word-of-mouth marketing as people tell their friends and family about how much they learned from you.
I recently chatted with Alexander Mamasidikov, co-founder and CMO of MinePlex. MinePlex is a tool for buying and managing cryptocurrency. While there are plenty of crypto experts out there, the majority of people are still a little hazy on the particulars of how cryptocurrency works. Because of this, Mamasidikov has become an expert on educating clients about his product.
Mamasidikov explained, “If you have a truly good product, then it’s always a valuable use of your time and resources to teach people more about your industry. The more your clients know, the more they can get from your product. You’re building a strong sense of loyalty by educating them. Companies who invest in the education of their clients tend to see much longer-term success than their competitors.”
The last thing you want is to make a sale, but the customer doesn’t understand how to use your product, and so they decide it’s useless. When this happens, they might build a negative association with your brand, and that negative association could spread as they tell their friends about the experience they had.
As customers build a greater understanding of both your product and your industry, they’ll start to see how valuable your product is. Here are a few easy ways to help them build that understanding:
1. Lights, Camera, Action!
Educational videos are a top-notch tool for creating more informed customers. Videos are easy to distribute on social media platforms or your website. As a bonus, videos tend to perform well in search results.
When people have questions about your product or industry, your video is more likely to show up in their search results. Educational videos don’t have to be long. In fact, Tik Tok and Instagram reels are typically shorter than one minute, but they can be highly informative and useful for sharing short tips related to your product. If you have time to create longer videos, then do it! But make sure to include some shorter ones also. It’s good to mix it up!
Expensive equipment and editing software aren’t necessary either. If you don’t have a fancy camera or experience using high-end editing tools, though, don’t let that stop you from making great video content. Your phone is able to film, edit, and upload videos that are fairly high quality, so there’s no excuse to not be creating and sharing educational videos.
2. Connect With Your Clients Via Webinar
Webinars can take you even further than educational video content. Webinars have the benefit of feeling more personal. They are hosted live, so the audience has the chance to see and interact with members of your team in a way that’s not possible with video. The audience typically has the ability to comment or ask questions through chat, so you can cater some of the content to the specific attendees of the webinar.
Webinars also allow for more depth than educational videos. The audience is usually full of excited learners who chose to attend the webinar in their free time, which means they’ll likely appreciate a high level of detail.
3. Provide Free Solo Training (Or Dedicated Support Specialists)
If you’re a small company, one-on-one training might sound scary at first. You might not feel like you have the resources to offer solo training and support to every customer. It makes sense to feel nervous about providing such a huge amount of support that seemingly doesn’t generate revenue, however, it is one of the most effective things you can do to build strong relationships with your clients.
A one-on-one training session creates a strong and lasting connection with clients. There are few things you can do to improve customer retention. While it requires more effort, it is the most effective way to make sure your customers really understand how to use your product.
One-on-one training allows you to answer specific client questions and it even helps you get to know a little bit about your customers and their needs. Understanding your customer in that way is valuable information. If you’re willing to set aside one or more members of your team for educating clients, you’ll see customer satisfaction go through the roof.