Once you’re e-learning course is developed and ready to be published, you need to start thinking of it as a commodity. It’s simple – the more people buy into what you’re offering them, the greater number you can expect to take the course.
Why you need to market e-learning
As technology becomes increasingly accessible and we can create and produce high quality digital materials without a specialist vendor, it’s possible to miss a trick or two when it comes to the strategy surrounding your e-learning. Taking the time to drum up support and market e-learning to your internal audience can do wonders for the numbers through the course and how L&D is perceived in your organisation.
To make people buy into your course, we need to deploy some tactics to market e-learning effectively to your internal audience. Implementing a marketing strategy for your course is key to ensuring you’re course doesn’t gather dust on your LMS.
If you don’t woo your audience with the benefits and personal value of your course, then you can’t be too surprised if you aren’t getting the results you were expecting. You could have built the best course in the world, but if nobody knows about it, how can they even consider taking it? Think of it like this blog, I’ve taken the time to write it, so I promote it on social media, post it in relevant groups and forums plus a load of other things to ensure that it finds its audience, which is exactly what you need to do when you begin to market e-learning.
What’s in it for me?
It will come as no surprise that while you’re building a course, you should be thinking all about your learners. As soon as you’re course is built, however, it’s time to think of them as consumers. Busy ones at that – their working weeks are predefined and will rarely let up, leaving little time for them to stop and think about their personal development.
In order to make your audience want to consume your course, you’ve got to make sure they’re well aware of what is in it for them. Some courses may be mandatory, but telling your workforce they have to complete it is hardly riveting. In this case, you should help them understand why mandatory or annual refreshers will benefit their performance and address potential weaknesses in the way that they work.
Learning isn’t cool
We might have designers, developers and intuitive tools (like gomo) to make e-learning content as interesting and visually pleasing as possible, but take it outside of your L&D peers and without the right marketing and messaging, staff could take one look at it and decide they want nothing to do with it. Make sure once the course is complete, you leave the learning theory, intricate workings and other L&D-isms behind and consider how your audience will perceive it. After all, whether your course takes minutes or months, it relies on people taking time out of their day to complete it.
To make people want take the time out, you need to tap into what motivates them and sell benefits related to that. Through speaking with line managers, you could work the course into being a part of personal development plans. This means that staff are looking to reach bigger goals by they look up to, which could in turn lead to a pay rise or a new job role they are working towards.
If you have found the above useful, why not read the second part of the blog, which provides information regarding internal communications, marketing messages and more to help you market e-learning effectively.