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Education-based Marketing (in brief)

Education-based Marketing (in brief). Susan Hare. About Me. 25 years in marketing for silicon valley technology, small businesses, and professionals Specialist in branding, messaging, and services marketing Passion for bringing big business marketing to independent business owners

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Education-based Marketing (in brief)

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  1. Education-basedMarketing(in brief) Susan Hare

  2. About Me • 25 years in marketing for silicon valley technology, small businesses, and professionals • Specialist in branding, messaging, and services marketing • Passion for bringing big business marketing to independent business owners • Real estate investor SFH rentals, REOs, commercial • Published essayist and author Principal, Susan Hare Marketing Editor-in-Chief, REI Voice Magazine

  3. 3-Steps to Educational Marketing • The Message • The Package • The Follow Through

  4. Framing the Educational Message How will I ever retire? beginning of the buying cycle Where should I invest? What’s a reasonable ROI? Are the claims honest? Will my investment be safe? Customer Who else trusts them? On my own, or with a partner?

  5. What’s In Your Customer’s Head beginning of the buying cycle

  6. Deliver Helpful AdviceBased on Your Customers Concerns • Not a Sales Pitch • The information must be valuable all on its own • Goal: “Thank you, that was really helpful” • Extra Points: “Wow, Authority Co. really knows this subject. I like them.”

  7. The Package: Start with what you have Website Sales Brochures About Us Brochure

  8. Add Educational Materials Website Blog Testimonials Videos • Informative • Short • Pre-scheduled • Who’s the writer in your company? • YouTube, free hosting, searchable • Low production values ok • Keep it informational “How To…”

  9. Blog Example Intrinsic informational value establishes you as an authority Sales pitch educational • Pitch Co. just sold its millionth house. We offer the highest cash-flow properties in the nation. Call our sales team for a free wealth building consultation today. • The Chamber of Commerce recently released their 2012 report outlining the successes of local businesses… •  When you research an investment property, it is important to determine the rental yield of the property.  Rental yield is a ratio that shows the amount of rental income received in a year relative to the purchase price of the property…

  10. Bonus Data Be InterestingLess is More Why People Unsubscribe from Email Lists: #1: Emails Came Too Frequently (54%) #2: The Content Became Repetitive or Boring (49%)

  11. Continue to Expand Articles Presentations Webinars Website Blog Testimonials Videos

  12. Only Useful if You Buy from Pitch Co. Just Plain Useful Presentation Example Sales pitch educational • Why Pitch Co. is the #1 Turnkey Company in the Universe • Cash In On The Affordable-Housing Investment Boom with Pitch Co. • Earn  20% - 30% annual REAL return on your money with Pitch Co. • How to Build Wealth Through Rental Properties • Potential and Pitfalls of Flipping • 7 Factors to Consider in a Property Management Company

  13. How to Conclude Your Educational Presentation/Webinar/Video • If you’d like to know more about Authority Co. and our specific offerings, please see me after the meeting. • For more information, please visit Authority Co’s website… • AVOID LAUNCHING INTO A PITCH • “Now that you understand this topic, it’s clear why Pitch Co. is the company for you. We’ve sold over a million…best market in the country…20% returns…

  14. Follow Through • Capture leads • You GIVE education • You GET contact information

  15. Recap • Anchor your education-based marketing with psychologically powerful influencers-- • Authority • Liking • Social Proof • Start with tuning what you have, then grow and expand the message • Resist the urge to include a sales pitch with your educational message

  16. For More Information About Educational-Marketing Contact Susan Hare 408-391-8068 Susan@SusanHareMarketing.com

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