Education marketing

Education marketing

Delivering education marketing is a clear pathway to achieve a great ROI from The Gap.

Education marketing is particularly powerful for firms who wish to:
  1. Better engage and support their existing clients
  2. Generate leads for new client growth
  3. Better promote their advisory services 
  4. Empower their team to develop commerciality and presentation skills
  5. Maximise their ROI from marketing efforts

What is education marketing?

Important info
Education marketing is an essential marketing strategy that focuses on giving value before extracting it.

Education marketing allows you to engage with prospects and clients alike, conveying helpful information and support while positioning yourself as an expert.  By imparting your wisdom and experience, you'll  build trust and credibility with your audience while subtly bringing better awareness to your service offering.

Education marketing comes in many forms, including:
  1. Sending email campaigns with top tips and helpful information
  2. Publishing whitepapers on your website (with a lead capture form)
  3. Delivering educational webinars or seminars
  4. Providing valuable worksheets and questionnaires
  5. Posting short videos of educational content

The two biggest education marketing opportunities for firms

1. Content Marketing

Using educational content to deliver outbound marketing, i.e. pushing content out to your existing audience, is the first step. For example, sending relevant how-to information about a topic you're knowledgeable about. This allows your audience to forward your content to their friends and family, or engage with it on social media for others to see.

Next, you can deliver inbound content marketing strategies, i.e. driving new leads to your website. For example, publishing some gated content (content that requires a user to provide their details to access the content), or publishing a blog on your website and posting across your social media to drive traffic to this content (with or without the use of paid ads).

The Gap regularly publishes content on the BOMA platform for this purpose. Go to  Navigation panel >  Marketing > The Gap + BOMA  to access The Gap + BOMA Content Library Catalogue.

2. Delivering webinars

Take your knowledge a step further and run engaging webinars to put your firm and face out there.

Check out the growing library of webinar kits that contain everything you need to market and deliver a great webinar; down to the PowerPoint with inbuilt speaker notes and valuable post-webinar freebies to keep your audience engaged and curious about your services. We also provide digestible information on what tech platforms you can use (and how) to maximise the experience for your attendees.

At the end of the webinar we recommend highlighting several ways that you can work with your attendees, offering:
  1. A no-cost option, e.g. a free budget template (available in The Gap Portal) or a complimentary meeting 
  2. A low-cost option, e.g. preparation of a Cashflow Forecast
  3. A high touch, personalised option, e.g. Ongoing Cashflow Management Coaching
Tip
Delivering webinars provides you with marketing assets you can reuse after the webinar to continue driving engagement and sales outcomes.

Important info
Running client seminars is another great marketing opportunity for firms. As with webinars, we have client seminar kits in the portal. There are pros and cons of both activities. Seminars require a bit more administration and preparation and produce less ready-to-use marketing assets, however, they provide a higher-touch attendee experience which is likely to equal a higher conversion rate. We recommend starting with webinars and graduating to holding seminars as well. 

Where should you start?

Start by developing your content marketing strategy. Focus on the Gap services you wish to deliver and reverse engineer your Marketing Plan to drive engagement in those services.

For example, to get more traction with your Cashflow Forecasting service, your  quarterly Marketing Plan could include:
  1. Sending out email and social campaigns that reflect your expertise in this area, giving helpful information about the benefits of improving cashflow and some how-to tips with a clear call to action to engage with your firm to learn more about how you can help  
  2. Posting a blog to your website that speaks to this topic (and post links to this blog from your social channels)
  3. Publishing a longer guide or whitepaper on Cashflow Management (using information we've published in the portal). Go to Navigation panel >  Bridges > Cashflow Management > Delivery for lots of helpful resources you can take information form
  4. Marketing and delivering the Know Your Numbers webinar: go to Navigation panel >  Bridges > Gap Webinars and Seminars > Know Your Numbers
  5. Delivering post-webinar marketing to those who attended, including sending out topical Gap resources
  6. Repurposing the webinar recording as gated content to gain more leads 
  7. Emailing a link to your database to download and view the recording
  8. Repurpose video snippets from your webinar and posting them across your social channels as 1-2 minute hot tips
Delivering content marketing and webinars is a clear way to engage existing and future clients in order to develop more valuable client relationships. Using the content developed by The Gap enables you to quickly get an ROI on your marketing efforts.

Note
Unsure where to start? Speak with your Member Success contact to make a plan.

What is BOMA?

We highly recommend using BOMA to seamlessly email and post across your social channels. All of our Gap Webinars come with multiple email invitations (and social content) that are already built in BOMA for you to easily send. 

The Gap also regularly publishes content in the BOMA platform that is designed to educate your audience while softly selling relevant Gap services.

Read our article on how The Gap integrates with BOMA to save you time and effort.
 
Tip
To trial BOMA for free, click here .
The best marketing is education. - Regis McKenna

The portal contains an abundance of content, systems, guides, mindset resources, training videos, and much, much more. Pick your pathway in order to prioritise using the resources most relevant to your firm.

Important info
Our Member Success team is here to help you with successful implementation, contact them today.
Tip
Delivering education marketing is likely to generate leads that turn into clients... check out our Onboarding Efficiency pathway to start the relationship off on the best footing.

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