Educational advertising brings value to¬†a¬†person. The¬†reader learns, explores new themes, and¬†obtains new values. Let‚Äôs see an¬†example:
Alex wants to¬†buy coffee beans. Alex knows nothing about coffee beans. Alex does the¬†next actions:
- He googles ‚Äúhow to¬†choose a¬†coffee.
- Alex opens the¬†most relevant blog.
- He reads the¬†article, for¬†example this one.
- Alex reads about roasting, types of¬†beans, such as¬†Robusta and¬†Arabica, tastes, and¬†storing a¬†coffee.
- Alex clicks on¬†a¬†suggested article about choosing coffee producers.
- He finds the¬†best coffee and¬†a¬†producer based on¬†his preferences, even without tasting it.
Alex finds out that he can buy these coffee beans in¬†a¬†shop that runs this blog. Alex trusts the¬†coffee shop website because the¬†website educated him. Moreover, Alex sees that the¬†guys in¬†this coffee shop know the¬†business and¬†know everything about coffee. Alex is loyal to¬†them and¬†is ready to¬†buy a¬†product. Even if the¬†price is higher.
The¬†coffee shop could also show their expenses. The¬†customer then understands a¬†fair price for¬†coffee and¬†sees how much the¬†company profits from it. If the¬†customer, Alex, got from the¬†blog precious information, he will reward the¬†company with this profit (margin). And¬†Alex will continue buying from this coffee shop if the¬†company brings him more and¬†more value.
Alex will recommend your blog to¬†friends or¬†educate them himself, and¬†he will more probably give a¬†link to¬†your website. Alex will not¬†recommend some bullsh*t; that is why the¬†product that the¬†company sells must have a¬†high quality. Otherwise, Alex is scammed.
The¬†blog and¬†articles are assets of¬†a¬†company. A¬†blog is a¬†property that belongs to¬†a¬†company. Articles can also be posted on¬†foreign resources, such as¬†business journals (in¬†Russia: vc.ru or¬†Journal.tinkoff.ru), personal blogs (to¬†be paid), or¬†social networks: YouTube, Instagram, TikTok, Telegram, etc.
blogs and¬†articles are powerful tools to¬†attract customers. In¬†my projects, I use articles as¬†the¬†primary source of¬†attracting customers, investors, and¬†employees. For¬†example, I posted an¬†article about bicycle lockers and¬†in¬†1 week, I got 7.5k views, 100 likes, and¬†100 comments. I made new connections with 3 interesting people in¬†Austria and¬†got 5 contacts of¬†people interested to¬†help in¬†a¬†project and¬†help with production. I also made a¬†survey in¬†this article, in¬†which 500 people participated. I understood the¬†demand and¬†price for¬†a¬†parking spot in¬†a¬†given sample. I paid nothing for¬†this blog but¬†spent 4 hours of¬†my life.
Youtube videos are also assets. Videos require more time and¬†equipment. It is harder to¬†link to¬†a¬†video, and¬†the¬†information from the¬†video is harder to¬†access. For¬†example, you want to¬†compare 2 coffee beans. You are interested in¬†the¬†type of¬†coffee, size, and¬†taste. You can easily find it in¬†a¬†table in¬†a¬†text, but¬†if you watch a¬†video, you search for¬†a¬†timestamp where the¬†table is shown. To¬†find information about taste, you should listen to¬†a¬†whole video or¬†a¬†fragment that you also have to¬†find. But¬†the¬†video gives you a¬†picture: a¬†cup in¬†which you pour a¬†coffee, a¬†foam from coffee, the¬†foam elasticity, videos from picturesque places where the¬†coffee was taken, and¬†the¬†roasting process.
Videos are great to¬†show the¬†process of¬†production or¬†properties, and¬†use of¬†a¬†product. for¬†example, seven miles coffee shop shows educational videos of¬†how to¬†brew coffee, recipes, competitions, and¬†funny videos. They sell coffee beans online and¬†sell coffee drinks in¬†caf√©s. They have 150k subscribers, and¬†I am sure they don‚Äôt spend too much money on¬†ads.
Videos get old fast. In¬†4-6 years, the¬†videos become old, and¬†just a¬†few people will watch them¬†‚Äď there are competition and¬†design trend changes. With a¬†blog, it is easier¬†‚Äď you may edit text and¬†add fresh information. In¬†a¬†blog, you may also change the¬†design theme¬†‚Äď just make some changes in¬†a¬†code, and¬†that‚Äôs it.
why not¬†use ads
Ads are also powerful. However, an¬†advertisement mainly works if a¬†company has enough money to¬†provide many ads and¬†show them constantly on¬†different sources. If a¬†company stops the¬†ad campaign, the¬†new customers will stop coming, and¬†the¬†existing customers will leave. Profit in¬†companies that rely primarily on¬†ads and¬†don‚Äôt have a¬†brand, like Coca-Cola, will be small or¬†even a¬†loss. Let‚Äôs see 2 examples:
T-Mobile is a¬†cellular carrier, that decided to¬†enter the¬†Austrian market. Austria already had a¬†market leader¬†‚Äď A1. T-Mobile had to¬†enter the¬†market fast and¬†take a¬†huge market share. Marketologists decided to¬†attract people from Vienna, the¬†capital of¬†Austria, by¬†showing ads offline in¬†a¬†city.
Marketologist placed ads on¬†all available banners in¬†Vienna: on¬†houses, highways, train stations, and¬†even banners on¬†trams. There were no¬†banners left so A1 could not¬†post ads anywhere in¬†a¬†city. The¬†ads were shown for¬†2 weeks everywhere, and¬†in¬†the¬†next weeks, the¬†number of¬†banners was decreasing. Everyone knew about T-mobile after this campaign, and¬†thousands of¬†people became customers of¬†T-Mobile.
The¬†company spent millions of¬†dollars on¬†such an¬†advertisement. Nowadays, the¬†company does not¬†make too many ads and¬†I have even forgotten about T-Mobile, and¬†only after meeting with a¬†marketing specialist from T-Mobile I learned about that case. That means, that ads should stay everywhere to¬†remember a¬†brand.
Casper Sleep company that produces matrasses and¬†sells them online never made a¬†profit. However, Casper Sleep went to¬†IPO on¬†NASDAQ, and¬†the¬†market capitalization was at¬†a¬†max of¬†one billion dollars. Casper sold matrasses via Instagram ads and¬†other sources (as¬†well as¬†any other company).
To¬†acquire one customer, the¬†company pays hundreds of¬†dollars, and¬†with all the¬†costs, they sell mattresses at¬†a¬†loss. The¬†idea was to¬†make a¬†brand like Coca-Cola, but¬†it did not¬†happen. Investors understood that such business did not¬†work and¬†sold their shares. As¬†a¬†result, a¬†company was delisted from NASDAQ, with market capitalisation of¬†280m$.