Educate Your Prospects Before Selling to Them

1/10/2008

- Andrew Wetzler, President

The internet provides an unprecedented opportunity to connect buyers with sellers, but it has also evolved into a more competitive landscape with fewer barriers to entry than any marketing method that has come before it. With this in mind, it is vital to continuously figure out ways to differentiate your business from that of your competitors in order to flourish online.

One way to accomplish this is to invest time and resources in educating your prospects about all aspects of your business and your industry. Your investment will yield significant dividends. There used to be a mentality with marketers that if you gave a prospect too much information they would decide to “do it themselves” rather than hiring a company to “do it” for them. That philosophy is so web 1.0! The abundance of information that can be accessed today via Search Engines is so powerful that there is no way to prevent individuals who want a “how to” guide on practically any topic from finding a wealth of information. Most people however want a solution, not a ‘how to” guide.

Instead, take the time to show prospects that your company is an expert and a leader in your industry. People want to do business with companies they perceive to be credible. Educating potential customers through valuable content on your website can go a long way toward showcasing your company in the best possible light.

Sharing knowledge can occur in a number of ways. Writing white papers is one example of a way to communicate important information. Another would be through the creation of a blog. Blogs are shorter and less formal than white papers, but if updated frequently can help position your company in an impressive (education-centric) manner. Besides, there are considerable SEO benefits to blogs as well.

If you have any questions about how to best integrate an educational component into your website, please let us know and we would be happy to provide you with some feedback.

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