Why And How to Develop Customer Education Strategy with @serpstat #vcbuzz

How to build a more loyal customer base that comes back to buy more from you?

By building a customer education strategy.

Let’s discuss now

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About @Serpstat

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@Serpstat is also hosting weekly #serpstat_chat – Thursdays 2 pm ET | 11 am PT

Questions we discussed

Q1 Why do you educate your customers?

If your product is truly good, your clients can get more value from your product if they know more about it. By educating them, you are building a strong sense of loyalty. Long-term success often comes to companies that invest in the education of their customers.

Having a customer who doesn’t understand how to use your product and decides it’s useless is the last thing you want. You risk building a negative association with your brand if this occurs, and that association could spread as they tell their friends.

You can help your clients feel more confident about their decisions and see the essential value proposition of using your product when you educate them. So, they become better consumers themselves, which can lead to them recommending your company or services.

You can also gain new clients by educating your existing clients. You can expend the community by educating your existing clients, which is very important for brand awareness.

Providing people with ways to cope is important for making them feel that their business success matters. Educating your clients shows them that you understand what they’re going through, strengthens the bond between you.

It establishes your brand as an authority and highlights the unique selling proposition.

It’s great opportunity for you to keep studying as an expert in your field. At the same time, you’re always eager to deepen your knowledge so that you can offer your audience the best possible information.

Q2 What do you educate your customers?

To better understand their customers, companies should ask themselves the following questions:

  1. What is the core problem our products or services solve for our customers?
  2. What are the ways for our customers to ensure your product is that what they need? Are there any metrics they should measure? What results should they achieve?
  3. In terms of their jobs and pain points, what are our customers’ goals outside of our product or service? What is the alignment between our product and their goals?
  4. How to expand set of customer goals for each demographic or segment? If so, ask these questions in the context of each segment.
  5. Combine findings with your knowledge about your product or service. Put together a list of everything you need to convey. The options may include the purpose of your product or service, the key features, the benefits, the use cases, and the answers to your FAQs

Q3 How to educate your potential customers at the stage before making a purchase?

Align with the Buyer’s Journey Identifying conditions – or symptoms of conditions that buyers are seeking to solve, how they research, sources of third-party verification, key influencers, and perceived barriers to building trust are essential.

Create content that brings value Provide easy-to-access blogs, social media posts, newsletters, and videos on YouTube. Don’t forget about outbound to be familiar to your customers.

Content can take a variety of forms, but the main goal is to help specialists solve, speed, and facilitate their issues; make it clear how your product/service can ease working routine.

Tap influencers. In promoting brand awareness and customer education, social media influencers and content creators can be incredibly valuable. Customers trust them very much, and you should take care of this trust.

Provide consumer guides. In the decision-making process, guides can be extremely helpful. With so many options available, they may feel overwhelmed or confused, so having accessible guides can help them make the right decision.

Host live events: webinars, chats, podcasts, etc. The potential of such events is even greater than that of educational video content. It feels more personal to them. Typically, they’re live, so your audience can interact with hosts in a way that video cannot.

Provide free trials. When you demonstrate that your product meets a potential customer’s needs, your conversion rate will increase. When a customer discovers your product isn’t a match for their needs, trial is the best time to let them know.

Provide demo calls. An ideal way to qualify leads, gauge interest, and build rapport with prospects is to conduct a sales demo call. As a result, you will be able to establish a relationship with your prospects and generate more sales.

Q4 How do you educate your existing customers?

Determine how you will communicate with users and provide support at every stage: choose the right elements: touchpoints, format and content. On-demand webinars, live training sessions, and in-app messaging are some elements you might consider.

Make videos. Educate and showcase your service or product through short but engaging videos. Keep it short, simple and to the point, then promote it across all your digital platforms.

Make regular case studies a priority. One of the most important marketing tools is a case study. Case studies have the advantage of capturing and representing the customer/user’s view, not only your company’s, making them engaging and relatable for your audience.

Talk with your customer. We’re amazed at how often this is overlooked. Communicate “with” your customers rather than just “to” them. Educating through personal interactions is ideal. The cost may be high, but the value of your customers is higher.

Remember to provide user guides, use cases and FAQ in order to ensure your customer can find answer to their question quickly and easy. The most important – keep all of that up-to-date and LTV will increase!

Q5 How to measure the effectiveness of customer education?

Create a plan for estimating Consider methods that will most benefit you.

  • Identify the key business goals
  • Select 2-3 metrics reflecting these goals
  • Identify the KPIs that show how your company benefits from the changes
  • Establish a benchmark to measure against

At the stage of acquisition, you can track the number of demo calls/registrations/transactions according to specific UTM tags.

Track engagement rate. This will alert to improve your content basing on how eagerly it is consumed. It can be determined by the number of page views, the depth of page views, etc.

Monitor customer churn rate, the number of customers who stop doing business with your company over time. If it grows, your customers don’t get value from your product/service. Often, the reason is gaps in customer education.

Customer Lifetime Value. Another KPI related to engagement. Users stay with you longer if they receive value from your product. You get more LTV if they stay longer with you.

Ben Foster from InSided once said: Customer education boosts customer satisfaction in the first 90 days of the customer relationship—a “make or break” period for many businesses. Getting customers comfortable in this timeframe results in up to 300 percent higher LTV

And, of course, the dynamics of sales, recurring sales, refunds, and user feedback will show you if you’re on the right track. Analyze reviews and feedback on forums or other platforms like @G2dotcom

Q6 How can @Serpstat help in that process?

We conduct webinars on SEO, competitive analysis, keyword research, etc., for brands and their audience. For instance, Yuliia, our PMM, will be covering Searching and analysis of niche in affiliate marketing at the webinar for Goldmine on December 15th.

We also invite you, specialists in various areas of search marketing, to host Serpstat Webinars and #serpstat_chat on Twitter with us, where we can help in training both your and our audience, and also learn together. Check out our webinars.

Join us to write guest posts and participate in studies & researches! This can help our audience to know more about you and your work, and get valuable insights that can contribute to your and our authority 🙂

Our previous marketing education chats:


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