How to Generate Leads With Education Marketing
If you're into content marketing these days, then you probably know a bit about using education to generate leads. But what makes an educational marketing approach actually work? How can you be sure educating clients will ultimately generate leads worth following up? Today, I'm profiling HubSpot, a B-to-B company that's making social media sell and following the principles I preach in each of my columns.
What Is Education Marketing?
The main idea here is to show, not tell, customers that investing in your product or service is worth every penny. But to be successful you've got to be willing to prove it for free, up front, by giving your customer a small but meaningful "win" right out of the gate, free. Why is this important?
When customers experience a success, no matter how small, they gain confidence in themselves (that they can reach the ultimate goal—one that relates to the itch your product scratches!) and at the same time trust of the educator (you). This confidence-plus-trust formula builds trust and persuades prospects that your paid product might just be worth it by giving them results in advance. Yet there's more.
Education removes the "sales barrier" by transforming your product from a transactional consideration to an obvious "next step" in a problem solving sequence (the path to purchase). It all but removes the need to prove or persuade customers of your product's effectiveness. You've already given an actual result in advance so why wouldn't the product do the same?
Case in Point: HubSpot
HubSpot serves customers that are sales-focused online marketers of B-to-B and B-to-C goods and services. They're probably a lot like you: everyday business people who need a better way to manage sales leads. No surprise, HubSpot sells a suite of software tools that helps them do that.