The education of customers can help make a business process much more efficient.
The less time that needs to be spent on one client’s project to be successful the more sales can increase without work quality decreasing.
Not all clients and customers are going to be knowledgeable about a product or service.
Educating clients and customers can make expectations more realistic or clarify in a client’s mind of what their actual end goal is.
The following are different ways to educate your customers to help streamline your business process.
Blog posts are the easiest way to educate customers whether it is a video blog or copy blog. Educating people about a service or product, in general, is extremely important. Educating customers just about the products or services of your business can seem more advertorial than educational.
For example, a company that sells beds or sofas might have a post about the smart way to buy a sofa or mattress. This education is important especially if the business feels like they have a superior product. Companies that have inferior products or services might want to educate their customers a bit less as to not expose their flaws.
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Podcasts are not as popular as blog posts for many company’s client education. This is a great place to respond to customer questions during a question and answer session. These questions can be asked over Twitter using a custom hashtag.
This real-time interaction builds a relationship and can answer questions about the topics that have been covered on the podcast. Do not oversell on these podcasts as nobody wants to listen to a commercial for your company. They would rather learn something or even have a laugh or two with the staff of a company they work with.
Conferences or Webinars
There are quite a few businesses that hold conferences to inform clients or potential clients. Even if you want to hold an online conference there are plenty of webinar tools that can assist in doing this. Holding a conference not only can educate customers but it can also establish a business as a thought leader in an industry. Having a yearly highly attended conference by industry giants can turn a business into an industry giant itself.
Make sure that the speakers at these webinars or conferences know their presentation is for educational purposes and not personal promotion. Nothing can clear out a conference hall quicker than someone pitching to hundreds of people at once. Their personal promotion comes from being honored as a speaker at the conference. Some conferences give speakers free booths in return from speaking where they can promote themselves as much as they want.
Case studies can help a client clarify what they can expect from a client. In the case of advertising, it can be important to show which tactics work for a specific goal. Many advertising agencies have similar clients so showing case studies of how they helped a previous client can educate the client on expectations and tactics.
It is important to make these case studies as simple as possible as industry terms and analytics can just confuse a client further. A great way to do this is to have main takeaways after each section of the study in as simple of language as possible. If a middle schooler would have trouble understanding the takeaway section, it should be further simplified.
How This Can Help You?
Many people have had a client or customer who is clueless about what they should do. Educating this client or attempting to educate this client can make their desires or goals a bit clearer. Sometimes attempting to educate a client helps them realize that it is better left up to the professionals.
Marketing is a great example of an industry that educating a client can be a multitude of help. A client who is clueless might give the reigns of a project completely to their marketing company. These aren’t the types of clients to worry about. The type of client to worry about is the client who thinks they are a marketing pro when in reality they know nothing.
These clients can demand projects and then complain when their marketing plan did not work. Educating these types of clients can illuminate their lack of knowledge or even help them understand what they should be doing which is more desired. It is important to lay out expectations and goals with a client before starting a project. Starting a project with unrealistic goals for an uninformed client is a recipe for disaster.
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Regardless of how you educate clients and customers, it is important that you do so. Streamlining sales processes and resigning clients easily can help a company immensely. Educate clients so they can tell you exactly what they want for the future, you won’t regret it.