Digital Inbound Marketing Blog

How Educational Content Drives Inbound Leads

Posted by David C Aaronson

Dec 15, 2014 4:05:00 PM

Inbound leads

Providing educational content can make you a trusted source of information.

For your potential customers, your product is an answer to their pressing problem. Whatever service or product you provide, you need to educate your customers about the problem and let them know that your company has a solution. Providing educational content on your web site makes you a trusted source of information for your customer base.

Educational Content Goes Beyond a Sales Pitch

You're proud of the products and services that you provide. You've worked for years to make sure that your product fills a niche and that it's the best in its class. This means that you're in the perfect position to educate others about your company's products. Education is more than a sales pitch. Customers truly want to understand how your product works and how it fills their needs. 

If your company creates security systems for homes, you'll want to let your customers know what features to look for in a security system and why your system meets and exceeds these needs. The potential customer may or may not purchase your product straight away, but they'll understand why your product is an outstanding choice, and you'll become a trusted source of information, increasingly the likelihood that they will buy from you in the future.


Inbound leads

Personal connection: educational content helps you become a friend to your customers.

How to Educate Your Customers 

The Internet is an amazing vehicle for sharing information, and it's the place that many people turn to as they begin their research about a product or service. To educate potential customers, it's important to provide many different educational products. 

  • Webinars provide your customers with access to industry experts and others who can answer their questions about a product. In essence, a balance of education and interaction.

  • Videos are not just promotional advertising. They show customers how your product works, provide testimonials from other satisfied customers, and demonstrate the problems solved by your product.

  • White papers are for those customers who enjoy looking at written research documents. They outline the history and research behind your product and provide potential customers with a solid understanding of the benefits of products like yours.

  • Peer-to-peer training is a great way to build community. By providing opportunities for customers to connect with and teach others, you build a community of capable and interested individuals who support your product.

  • Social media offers you a way to share small pieces of information in an easy and accessible way.

Are you a trusted voice in your field? Through good word-of-mouth and excellent products and services, you've created a reputation. Further your reputation by offering educational content on your web site. Your customers will thank you for the information, and your content will help prospective customers make a decision about your product. If you want to build trust in your company by creating content that draws in potential customers, visit Digital Inbound to learn how we can help you attract, convert, and close more sales leads.

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Topics: inbound marketing