What is hidden behind Educational Marketing, what goals we pursue, and how it implements this you learn here. Another article from the series "What is ... '.

Educational Marketing is utilitarian communication.

What this means: We are interested in concrete for free high quality information to the hand. Prerequisite for Educational Marketing is, therefore, the core needs of its own target group (s) has been born. These need to be a solution-then - without any obvious self-promotion to satisfy - and understandable as possible. You can this form of transmission to a "didactic" name, and secondly, even respectful, as the addressee is taken seriously and will use phrases without advertising. Typical contents of such free information: education of specific technologies, specific case studies or analysis, special guidelines or instructions. All these contents give the receiver an advantage.

Objective: To generate leads by providing expertise:

Every marketing approach aims to bring a specific benefit to the man. Which also applies to Educational Marketing. Through the mediation of complex content is trying to position itself in the attitudes of potential customers as THE solution provider. If you perceived, does this affect future buying decisions positively. So you can generate through the mediation of competence leads.

Educational Marketing has the advantage that one can be sure of a high level of attention. The addressee is usually a high involvement and actively looking for reputable helpful solutions. In contrast to conventional advertising you have to not only generate attention activate / the target group. The challenge may be less in the mediation itself, as there are more in the identification of potential problems and issues of its own target audience. If you've finally recognized the central problem of points, we need to make the appropriate steps.

Educational marketing measures:

The Internet offers excellent conditions this marketing approach, since one of the identified problem areas can be quickly found an appearance at the site and can kommunizuieren the means. It is now to decide how to provide information like the. Educational marketing efforts on the Internet are typically white papers or webcasts (video-or audio format). The advantage of a downloadable white papers on videos or podcasts, is that most simply "take it" can and may be discussed with colleagues handout printed out as well. Technical drawings, for example, fit better in a white paper than in a video format.

In the design of actions, it is now time to reveal the information that help the potential customers effectively and develop the information so that the addressee for the (indirectly promoted) product interested (and less on competing products). In addition, make sure that the amount of information remains always open and that one does not wander.