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Today's blueprint is a little different.
While preparing notes for this issue, I kept coming back to references from LinkedIn and several folks that I really adminre.
The team at Arrows.to, who are focused on solutions for customer onboarding is one of those references that I felt needed to be shared. Rather than focus on their particular solution, I want to highlight how they are taking a very modern approach to customer education.
And on that I think many teams will begin to implement by late 2023/24 if they are paying attention.
So in today's issue, we'll look at how they are education customers across channels AND their modern approach to customer education.
A Modern Customer Education Strategy
A modern customer education strategy is one that meets customers (and potential customers) across digital channels to help them find critical information in the moment of need or curiosity.
It's one of the best ways to become a trusted authority in your market, and it builds incredible value for current and future customers.
Meeting customers across channels can be a large undertaking.
But generally, this begins by creating content in the most common places they are already active:
- In you application or product
- On LinkedIn
- On YouTube
Expanding beyond these three channels can give you evern more reach, but each channel must be developed and curated.
Going deep on one or two platforms often provides more return on the time and content investment than being surface level across every platform.
Let's look at how Arrows is crushing LinkedIn for customer education.
Building Relevancy and Delivering Value
This team has found a way to be relevant, consistent, and helpful in a channel that their potential customers (B2B SaaS) live in almost every day.
By breaking down all of the concepts that would be typically "in a training module" or in your learning platform and reimagining that content into a stream of rich, engaging content on LinkedIn.
Generally they are producing 3 distinct types of content:
- Long form content in feed
- Carousel or Pages Posts Types
- Video Content
Long Form Content In-Feed
Their team isn't afraid to share a step-by-step guide in the feed.
This may not get the most likes (vanity metric) but it shows the subset of their audience that really needs this type of info they are experts on this.
Carousel or Pages
LinkedIn Pages are an even more egnaging way of sharing step-by-step guides and tutorials.
These can easily break down into individual steps, include product screenshots, or other visual information.
Video is amazing for injecting stories, context, and personality into your content.
This team produces content with their account managers, founders, and team members that engage with clients regularly.
Bonus: Featured Posts
Depending on how you and your team feel about personally sharing content from your organization - the Featured Posts section is an incredible way to drive traffic back to key areas of your training platform.
Try pinning upcoming courses or new offerings to this section on your profile to drive traffic back to your typical channels.
Building a modern education strategy involves going out of the LMS and meeting customers where they already are.
- Pick a channel
- Create Long-Form, Image, and Video Content.
- Pin that content in relevant areas on your profile(s)
If we can repurpose our education materials strategically, we can become a category of one in our customers' minds.
Keep creating - Matt T.