How do you create the best, most loyal customers ever?
You teach them to fish!
Well, maybe not fishing, unless you sell fishing rods.
What you can teach them is about or how to use your product. Utilizing educational media in your marketing is a proven approach to building great customer relationships.
Think about it.
You have to fill the ever hungry content monster that is marketing and you need to do it on a budget.
Your customer wants to know how your product will improve their lives.
An engaging how-to video can achieve both goals.
How do you get started? First, some tips.
3 tips for planning, producing and implementing
results-driving educational media.
The first tip, education ≠ boring!
Secondly, streamline the production
Third, be consistent in delivery!
Now, let’s talk about some content options for educational videos.
There are so many options and formats in producing videos designed to educate. Here are the most straight-forward approaches we have used in our work with clients and brands.
If you have a product with any complexity at all, a good idea is to build a library of product guides. The more complex the product is, the more content you will need to be broken down into small bits. The keys to a good product guide are to create a presentation that is clear, paced well, and gives just enough information that addresses the particular goal of the video. Too much information at once will make it drag and lose your viewer.
A flexible format is the ‘how-to’ video. This gives the customer examples of what the product is capable of and creative ways they can use it in their own applications. The possibilities in this video form are endless as you can show the product being used in multiple scenarios, environments, and situations. It is also an opportunity to bring in 3rd party experts and/or users to add validation to a products’ value and variety to your content.
Do you want to be being seen as the guru of the service you offer? A video course may just the tool you need! A great way to introduce a tire-kicking customer to your value is to show them via a training course that introduces the knowledge base. By bringing them up to a certain level of understanding, they can then appreciate and verify what you know and then take advantage of your more advanced services. This could also be a paid or free course that brings an entry-level understanding with the potential to expand their abilities through more advanced courses.
Remember, the goal is to help your customer have confidence and purpose in their relationship with you and your offerings. Giving them educational resources and experiences will boost them from customer to superuser. You want that. Real bad.