Educational Marketing

A New Strategy for Building Customer Loyalty

Presented by: Henry E. Kalalo

 “……people are overwhelmed by
information but starved for time”

Judy Albers
 Some Data Points to Consider
Client education can drive client satisfaction, brand interaction and brand loyalty.
Clients who have been exposed to valuable information, freely provided, are:
• 97% likely to tell friends/colleagues about their experience
• 94% more satisfied with their purchase

Client education outperforms other marketing efforts.

• 29 times more likely to buy products compared to media ads
• 5 times more likely to buy compared to direct marketing
• 55:1 return on investment

Client education increases loyalty.

• 95% more likely to repeat their experience
• Plus, educating your clients
• reduces support costs
• yields customer intelligence
Sources: Next Century Media, 2006 Study “Consumer Education Produces High ROI” and
2007 “Social Commerce ROI Report and Benchmark Guide”
How to start educational
marketing?
 1st
articulate your goals and the drivers for them

Most companies utilize educational marketing

solutions to drive top-line growth
Some organizations, while seeking growth, are
also looking to reduce costs
In short map the goals and drivers
Mapping the goals and drivers
 2 do your home work
nd

Understanding your customers’ needs, behaviors,

work environment, learning preferences and
more is fundamental. You need to know who your
customers are, how they are segmented, how
they make buying decisions and what information
and learning opportunities they are seeking that
you can provide. In addition, you will need to
understand your competitive market space
 3rd
develop a detailed plan that will enable you to execute

You will need to select, configure, and integrate the

right technologies. You will need to develop a content
plan that considers topics, modalities, learner
preferences and paths, user-generated content
approaches, release schedules, and more. Other
critical elements include system support and
administration, measurement and analytics,
marketing your solution, and stakeholder governance.
 Five Pillars of Success
Make it
Make it Make it Manage Measur
relevant
easy fresh it e it
 Make it easy
The centerpiece of any successful program is an
interactive website designed specifically for the
targeted audience.
 Make it relevant

A successful educational marketing solution

must include topics and formats that are
customer-driven, covering not just how to use
specific products, but also related topics that
help customers achieve their fundamental goals
and objectives that are driving them to consider
the products and services
 Make it fresh

• People tend to lose interest in web sites that

don’t provide a compelling reason for them to
return. We need to post fresh educational
content on a regular basis, and be bold about
retiring content that users rate lower or don’t
access frequently. Customers should be invited
to subscribe to content alerts by e-mail or RSS
(being careful not to cross the SPAM line).
 Manage it

an effective educational marketing website

needs to capture critical customer information,
such as what content your customers are
viewing, how content preferences differ by type
of learner, where and why customers might
“bail” from your site
 Measure it

Scorecards and dashboards make it easy for decision

makers to see the impact of educational marketing.
An educational marketing website can provide rich
data that can provide keen insights to your customers’
and prospects’ interests and behaviors. Website
analytics and content consumption data enable
marketers to see the impact of customer education
on product sales and gain macro-level information.
Today’s customers will turn to sources they can
trust who will help them solve their core
challenges—not just those who simply promote
the latest widget, go to the next level and
become a trusted advisor: build a tighter
relationship with your customers by educating
them and helping them achieve their goals.