While training and educational content aren't normally considered part of advertising and marketing, in fact they are intertwined. Providing valuable training and educational content are keys to successful marketing and advertising campaigns. To get customers understanding and buy-in, the marketing message needs to be implied. On the other hand, employees need to be educated on the company message and have thorough knowledge of products and services. By providing valuable information to both employees and customers, you can gain credibility and knowledge about your brand, your products and services. This is achieved through subtle approaches. If your message is overtly manifested with self-promotion, there is a possibility that your audience will perceive your message in an unfavorable way. The goal is to incorporate a mash-up of training and marketing to both audiences, which achieves buy-in and builds brand loyalty.
Excite your audience to learn. Whether it's internal employees or external customers, you want both audiences' to desire knowledge of your brand, product, or service - Don't leave them disappointed.
Training Employees
Let's start with employees. It always makes the most sense to educate from the inside out. Without employees understanding the message, there is no way that your customers will understand and gain buy-in to your brand and products.
Employee education needs to be creative, with engaging content and easy navigation. The expression, "A first impression is a lasting impression" holds true. If you can get learners excited at the beginning, you have a greater chance of getting their mindshare when they participate in a training initiative. Utilizing a more interactive approach will help them easily understand concepts and remember what they have learned; all the while integrating a subtle marketing message to help build brand loyalty from within.
Educating Customers
When educating customers, and potential customers, we must take a different approach. If your consumer education appears to be an advertisement, you will lose your audience and your credibility. This audience needs to feel that they are being provided with valuable information, not directly about your product or service, but rather concrete, seemingly unbiased information about general products and services in your industry. All the while integrating an implied marketing message that leads them to become customers or repeat customers of your products and services. You will want to gain buy-in that your products and services best suit their needs.
It's imperative that your customers / prospective customers see a consistent integrated message. By training and educating employees on "the" message, the customer gains more security and knows what to expect. It's always important to manage customer expectations, as this is an intrinsic component of buy-in.
Through a combination of intrigue, relevancy and a subtle marketing message in training and education, your internal audience will understand the message and your products, making them better equipped to communicate your message. Similarly, your external audience (customers and potential customers) stand a greater chance of retaining vital information and buying in to your brand, products and services when they are provided with relevant, accurate and unbiased information (with only an implied marketing message). Remember that content is key, but it needs to be engaging, fun, meaningful and relevant. Your company will build credibility, brand loyalty and more customers.
Author Resource:-
The Phoenix Group is a highly respected consultation firm, here to work with your business in product training and consumer education.
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