23 Feb The Benefits of Customer Education
Over the last 10 years, I have had some great opportunities working with exciting brands and businesses in various settings and along the way, I have learnt that no matter who you are and what you are selling, customer education can make or break your business.
Recently, Sal, the owner and creator of the world-famous skincare brand Farsali, has taken to TikTok to discuss the instant rise in popularity surrounding his brand and how they went from being in 2,000 stores worldwide and selling over 100 million dollars in product within 3 years, to having to shut down the company.
In his series of videos, he outlines how the company was the first to create a skincare-makeup hybrid which had a rapid incline in brand awareness being featured by world-famous influencers but that they messed up when they failed to educate customers on what the product did.
Sal goes on to note that every other brand was focusing on client education by highlighting the benefits of using their products and that despite Farsali’s ingredients being science backed, they focused on the visual aspect – it was and remains an aesthetically satisfying product to use and photograph. He admits that trends quickly come and go, but had they paused to educate their clients, they would likely still be as popular.
One of the most common mistakes I see being made is that everyone assumes that we all share the same level of knowledge and understanding on various subjects, so as a business, it is easy to speak AT potential customers instead of TO them.
1. Establish brand trust and position your brand as an expert or industry-leader
By taking the time to answer common questions and invest in educating clients, customers start seeing you as an expert or professional in your industry, as you’re so freely sharing your knowledge thus earning their trust.
2. Customers feel empowered by their buying decisions
Customers want to feel like they’re making an informed decision, one that is backed by facts and easily stands out as the best. To do this, they require knowing more about how you do things differently and why they should choose you over the competitor. Armed with this kind of knowledge, customers are empowered by their choice and less likely to wonder if your competitor would have been a better option.
3. Establish and garner relationships
Taking the time to chat to your customers to help understand their concerns and address any questions, gives you the time to build a relationship and get to know the customer better. Business requires a lot of trust, and when a customer is taking the time to ask questions, it is important to see it as them being vulnerable and admitting that they’re looking for your expert advice. You’re investing in a relationship by taking the time to share your expert advice and will increase the likeliness of retaining their business for years to come.
For ways to improve client education using your digital channels, get in touch with our Company of Digital Marketing experts today, who will happily guide you with exciting and new ways to teach clients all about the products and services you offer.
Originally posted 2022-08-26 16:13:19.