There’s a ton of misinformation floating around about how to successfully use how-to guides for implementing new technologies, especially when it comes to marketing. Let’s bust some myths.
Key Takeaways
- A well-structured how-to guide should focus on a specific marketing technology and detail the steps to achieve one clear goal, like setting up automated email sequences in HubSpot.
- Don’t assume your audience has prior knowledge; start with the basics and build up complexity gradually, including definitions of key terms and screenshots of the interface.
- To ensure your how-to guide remains relevant, commit to updating it at least quarterly to reflect platform updates and evolving marketing strategies.
Myth #1: How-to Guides Need to Cover Everything
The misconception is that a single how-to guide should be an exhaustive resource, covering every possible feature and scenario related to a technology. This is simply not true.
Trying to cram too much information into one guide dilutes its effectiveness. People are busy. They want specific answers to specific problems. A better approach is to create a series of focused guides, each addressing a particular task or goal. For example, instead of a general “How to Use LinkedIn for Marketing” guide, create separate guides for “How to Set Up a LinkedIn Lead Gen Form,” “How to Run a Sponsored Content Campaign on LinkedIn,” and “How to Use LinkedIn Analytics to Track Campaign Performance.”
I had a client, a small law firm near the Fulton County Courthouse, who wanted to improve their lead generation. They were struggling with SEMrush. We initially tried to create a single comprehensive guide, but it quickly became overwhelming. Instead, we broke it down into smaller guides: “How to Conduct Keyword Research with SEMrush,” “How to Perform a Competitive Analysis with SEMrush,” and “How to Track Your Website’s Ranking with SEMrush.” The results were dramatic. Leads increased by 40% in the first quarter after implementing the focused guides.
Myth #2: Your Audience Already Knows the Basics
Many people assume their audience has a foundational understanding of the technology being discussed. This is a dangerous assumption. In fact, you could be marketing to pros, and still need to cover the fundamentals.
Even if you’re targeting experienced marketers, it’s crucial to start with the basics. Define key terms, explain fundamental concepts, and provide step-by-step instructions with screenshots. Don’t assume everyone knows what a “conversion pixel” is or how to navigate the Google Ads interface.
We ran into this exact issue at my previous firm. We created a guide on using Mailchimp for email marketing automation, assuming our audience understood basic email marketing principles. We quickly realized that many readers were unfamiliar with concepts like segmentation, A/B testing, and deliverability. We had to rewrite the guide to include these fundamentals, and engagement skyrocketed. Include a glossary if you need to, or link to external resources that explain the basics.
Myth #3: Once Created, How-To Guides Are Set in Stone
The idea that a how-to guide is a one-time project is a recipe for disaster. Technology changes rapidly. Platforms update their interfaces, algorithms shift, and new features are constantly being introduced. You really need to future-proof your marketing.
A how-to guide that was accurate six months ago may be completely outdated today. It’s essential to regularly review and update your guides to reflect these changes. Schedule time on your calendar – quarterly is a good starting point – to revisit your guides and ensure they’re still accurate and relevant. Outdated information damages your credibility and frustrates your audience.
A IAB report found that ad spending on emerging channels like connected TV (CTV) and digital audio is constantly growing, so your guides on those topics need to be updated frequently to reflect new ad formats and targeting options.
Myth #4: How-To Guides Don’t Need Marketing
Some believe that simply creating a how-to guide is enough; that people will magically find it and start using it. This is wishful thinking.
Even the best how-to guide will be useless if nobody knows it exists. You need to actively market your guides to your target audience. Share them on social media, promote them in your email newsletters, and consider running paid advertising campaigns to drive traffic to them. Optimize your guides for search engines so they appear in relevant search results. It’s a great way to grow with martech.
We had a client, a local bakery in the Buckhead neighborhood, who created a fantastic how-to guide on baking sourdough bread. However, they didn’t promote it effectively, and it languished on their website with very few views. We helped them create a social media campaign and run targeted ads on Meta. Traffic to the guide increased tenfold, and they saw a significant boost in online orders.
Myth #5: How-To Guides Are Only for Beginners
This one is tricky. While how-to guides are often associated with introductory content, they can also be valuable for experienced users looking to master advanced techniques or learn about new features.
Don’t limit your how-to guides to basic topics. Create guides that cater to different skill levels, from beginner to advanced. For example, you could create a guide on “Advanced Google Ads Bidding Strategies” or “How to Use Adobe Creative Cloud for Advanced Graphic Design.” This will attract a wider audience and establish you as a true expert in your field. Plus, seasoned marketers often need to quickly learn new platform features, and a well-written how-to guide is far better than wading through a poorly organized help center. These guides can also help level up seasoned marketing pros.
Creating effective how-to guides for implementing new technologies in marketing requires a strategic approach. Don’t fall for the common myths. Focus on specific tasks, cater to different skill levels, and actively promote your guides. By doing so, you’ll create valuable resources that drive engagement, generate leads, and establish your authority in the industry. Are you ready to stop treating how-to guides like an afterthought and start seeing them as a powerful marketing tool?
In the ever-evolving world of marketing technology, the key to creating successful how-to guides is to stay agile and adapt to change. Commit to regularly updating your guides, soliciting feedback from your audience, and experimenting with new formats and approaches.
How long should a how-to guide be?
The ideal length depends on the complexity of the topic. However, aim for clarity and conciseness. Avoid unnecessary fluff and focus on providing actionable steps. A good rule of thumb is to break down complex topics into shorter, more manageable guides.
What are some good tools for creating how-to guides?
Many tools can help you create how-to guides, including screen recording software like Camtasia, diagramming tools like Lucidchart, and presentation software like PowerPoint. Choose tools that fit your needs and budget.
How often should I update my how-to guides?
At a minimum, you should review and update your guides quarterly. However, if a platform undergoes a major update or a new feature is released, you may need to update your guides more frequently.
What’s the best way to promote my how-to guides?
Promote your guides through a variety of channels, including social media, email marketing, and paid advertising. Optimize your guides for search engines so they appear in relevant search results. Consider partnering with other businesses or influencers to reach a wider audience.
How can I measure the success of my how-to guides?
Track key metrics such as page views, time on page, bounce rate, and conversion rates. Use these metrics to identify areas for improvement and optimize your guides for better performance. Also, pay attention to user feedback and comments.
Don’t just create how-to guides; create useful how-to guides. That means putting in the work to keep them current, promote them effectively, and target them to specific audience needs. Only then will you see a real return on your investment.
