Frequently Asked Questions

So what's new about educational marketing? Our company already trains customers.

Educational marketing is much more than customer training. When done well, educational marketing actually creates a discerning marketplace. A marketplace where customers respect your expertise, listens to your messages, understands your products and calls you first when they need help.

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Our company already puts trend slides on our web site. We even have animated technical drawings and audio.

Educational marketing can go way beyond the expectation of online slide shows. Customers can expect to learn how to solve their problems and improve the way they run their business. They want to be knowledgeable, current and confident. They want the respect of their peers and customers. They hope learning will be fun and fear long, boring slide shows. They want to talk with experts and hear from other people who have similar businesses and problems. They want to be recognized by their superiors. Finally, they want it all now! Any time. Anywhere.

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This seems complicated. I don't have time. Can my agency do this?

Yes, with help. Meeting customer expectations of educational marketing requires a team skilled in marketing communications, online marketing, project management, instructional design, online learning infrastructure, knowledge of your industry and your product line. Your ad agency should continue to provide marketing planning, project management, communications and graphic design services. We are happy to work with agencies to provide the skills specific to successful educational marketing.

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Can your educational marketing process fit inside our current marketing communications plan?

Absolutely. Your target audiences, goals and messages are fed into a process to determine exactly what your customer, sales people, distributors and other channel partners need to be able to do to ensure you reach your marketing goals. Educational marketing is developed to teach them how. For example, if your customers are slow to adopt your products because they fear it will make their operations more complex. Educational marketing can teach your customer and your sales people how to reduce complexity. Once fears are replaced by skills, customers can move forward with their buying decisions, and you can increase your product adoption rate. Educational marketing can also be used preemptively to teach customers what they need to know and what actions they need to take to benefit from top tier products or adapt to industry change. In every case, education marketing puts you in a position of respect, makes you more likely to get the first call, and removes fears of slow adoption.

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If I educate the market, won't I be helping my competitor too?

You can limit access to your educational marketing materials to your customers and resellers. This will: limit the lead generating power of the educational marketing program but reward your loyal customers. The decision is yours. You can choose to do both. Either way, your product, communications, lead-generation and sales plans are critical to making sure you can convert these advantages into sales.

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