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Standing out is a challenge for direct-to-consumer (DTC) brands. But they have a secret weapon in their arsenal: Education.
It’s about going beyond just selling products and actually teaching customers about the value and benefits of what they’re buying. This strategy changes the shopping experience. It turns transactions into relationships.
From engaging quizzes to live Q&A sessions, personalized advice, and stories from the founders themselves, these innovative approaches are changing the game. They make every interaction an opportunity for a deeper bond between the brand and the customer.
Let’s explore why embracing these educational tactics is becoming essential for DTC brands looking to make a real impact.
1. Use quizzes for engaging online content
Adding quizzes to a DTC brand’s website grabs customer attention uniquely and interactively. It turns shopping into a fun learning journey. Quizzes engage customers by asking questions to pinpoint their likes, needs, and hurdles. This teaches customers about the right products for them and gives brands insights into consumer habits.
Brands can then fine-tune their products and messages. Quizzes also make the website more engaging and fun, keeping visitors around longer. This can help improve the site’s SEO and might even lift sales.
By making recommendations more tailored and relevant, quizzes foster trust. They encourage customers to come back. This approach simplifies finding the right product, benefiting both the customer and the brand.
Related: Educating vs. Selling — This Unique Marketing Style Will Help You Grow Your Business
2. Meet customers through live Q&A sessions
Direct interaction with customers through live Q&A sessions can significantly enhance customer education and trust.
Mary Ruth’s Organics demonstrates this by leveraging the knowledge and accessibility of its founder, MaryRuth Ghiyam. Despite the brand’s growth, Ghiyam remains actively engaged with her community, answering Instagram messages personally and hosting monthly fireside chats via Zoom.
A quick look at their Instagram shows thousands of people attend these chats. These sessions allow customers to ask questions in real-time, providing a platform for direct communication and personalized advice. This approach not only educates customers but also builds a deeper connection between the brand and its consumers.
3. Personalize to enhance education
When customers get advice or product picks just for them, they tend to dive deeper into the content, remember what they learned, and act on the suggestions. Personalization makes them feel valued, building a closer bond with the brand. People are bombarded with endless options and information. Personalization is a surefire way to stand out.
When exploring products, people often sift through loads of information and research. Brands can make a real impact by tailoring their customer education to meet these personal quests for knowledge.
4. Utilize founder tutorials
Brands have increasingly connected with their customers through tutorials led by their founders. This strategy brings a human touch to the brand, highlighting the passion and knowledge behind it. Founders sharing their expertise and stories draw customers in. It builds trust and credibility. These tutorials aren’t just product lessons; they’re windows into the brand’s heart. They show what it stands for.
This kind of direct interaction creates a community feeling. These tutorials are gold mines of information for customers, offering insights and tips for smarter choices. In a time when authenticity and openness are highly valued, founder-led tutorials are a smart move for brands aiming to improve their customer experience.
For example, Shani Darden, founder of Shani Darden Skin Care, utilizes her Shani’s Skin Tips as a platform for founder tutorials, directly engaging with her audience by sharing expert advice and personalized skincare tips. This approach educates customers on effective skincare practices. It also builds a personal connection between the founder and the audience, enhancing trust in her products.
Brands can emulate Darden’s playbook by leveraging their expertise through similar educational content, providing valuable information that addresses their customers’ needs and interests. This strategy positions the brand as an authority in its field and fosters a community of informed and loyal customers.
Through examples like the ones above, it’s clear that these education strategies are transforming brand-customer interactions. Whether offering personalized advice or sharing the heartbeat of the brand via founder content, these methods are gold mines for engagement. They educate and help create a vibrant, informed community around the brand.
This story originally appeared on Entrepreneur
