YourBusinessWithJamesCaan2016 - 24

The power
of education
Today's consumer is savvy and research-led. Become
the relevant and timely learning tool they're searching
for and you'll build trust and improve sales

S

hoppers today are savvy and
know how to do their research.
Become the relevant and timely
learning tool they're searching for and
you'll build trust and improve sales.

Old-school shopping. Remember that?
Bricks and mortar, products on shelves, and
shop assistants at the ready, asking if there's
anything they can help you with.
Subconscious as it was, education
was intrinsic to this seemingly simple
process. And now, here we are with a
way of shopping that's different in
Most customers don't care about your
its entirety - apart from one thing
products or services - they
- human nature. And the customer,
care about themselves.
your customer, craves education in
Keep
the
educational material about
order to feel empowered enough to
your
business
on your website down
make the purchase.
to 30-40% - that's still useful and
In-the-know digital teams are
they won't feel overwhelmed
turning their attention to providing
education-rich experiences that'll drive
customers through the sales funnel. Head
of Client Services at JH Jamie Huskisson says:
'Education of the customer is key - they want
to know why they should buy from you. If you
can tell your story, they can invest in you and
your products.'
Here we'll take a look at how education can
be harnessed and used at every point along
the buying cycle.

S T R A IG H T T O
THE POINT

Getting your name out there
Doubtless you'll have a good idea of your ideal
customer. You'll have imagined a persona,
and hopefully are thinking of them as human
beings - you have evidence of what makes
them tick, where else they shop, and what
they search for online.



YourBusinessWithJamesCaan2016

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