One area of marketing that a lot of people neglect?
Instructional content.
Instructional content isn’t super popular in the eCommerce space.
While brands love flexing UGC and talking up their products, they don’t necessarily spend much time discussing how to USE their products…
If anything, they should be overly heavy on this content.
Why?
Because showing people how to use their products encourages consumption.
And for any brand that sells quality products, whether that be info or physical…
Consumption is the key to two outcomes:
Happy customers
Returning customers
If you can churn out happy customers who return for more?
You’re off to the races.
One way brands can keep their customers happy using instructional content is IMMEDIATELY post-purchase.
This is a period of anticipation and vulnerability.
In the moments after a purchase, a little phenomenon known as buyer’s remorse occurs…
Buyer’s remorse is the feeling of regret and/or guilt where customers start to question whether or not the purchase they just made was the right decision.
Instructional content can help ease this feeling.
It builds hype and teaches customers how to correctly use the product they’ve just bought.
Use it at this stage, along with the moments AFTER they’ve received their product in hand, and you’re good to go.
Remember:
If your product is high quality and solves an acute pain point…
Knowing exactly how to USE it will do your customers and your business a lot of good.
Pop open the hood of your brand’s marketing efforts.
If it’s lacking in instructional content…
You know what to do.
