Businesses often use their blogs as a sales vehicle for their business. That’s the wrong approach. It ends up turning off your audience and reducing the impact your blog can have on your business.

Why and how to educate customers on your products

Your company has developed a competitive product. You have also trained your sales team to promote them in the best possible way. And the customers buy. But what happens afterwards? Do your customers know how to make the most of your product to get the most value out of it? In 2022, too little attention will be paid to customer training. This is despite the fact that companies (particularly software vendors) are releasing more technologically sophisticated and innovative products that sometimes leave customers scratching their heads. The simple fact is that new and stirring products require new knowledge and competency from customers. And if customers aren’t educated on the uses and benefits of a product or service, they can’t see its full value.

Your potential customers visit your website to learn more about your industry, the solutions available, and how your specific solution works. This buyer journey takes prospects through three stages of the sales funnel:

Awareness:- At this stage, you are trying to attract prospects to your website and get them to take the first steps towards self-education. In the awareness phase, your content is industry-focused, highlighting pain points in your audience’s buyer experience and business problems buyers are trying to solve. Content must have zero selling here. Most importantly, the content should be targeted at potential customers, not businesses. When you talk about why your business is great, potential customers are put off, not enlightened.

Interest:- Interested parties have defined their needs for their company more clearly here. They also examined how these needs can be met. You are now in the phase of evaluating different solutions. This does not necessarily mean different providers. They tend to look for other ways to achieve their goals. You must offer content that facilitates the sales process by educating potential customers on the different options available based on their use cases. If interested parties further narrow down their requirements to a specific type of solution, this results in a comparison of providers. It is also the natural transition to the “Action” phase.

Action:- Interested parties have received further training here, understood the available solutions and now want to evaluate specific supplier solutions. Businesses may be quick to think now is the time to capitalize on the strong sales message and push hard to sell. That’s not necessarily true.


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