Consider e-learning; we can now build whole courses of learning through a browser, collaborating with fellow learning technologists in other global locations on the same project, storing data in the cloud to ensure a cohesive, collaborative building experience which, in the form of the finished course, ultimately benefits the learners your course is built to serve.
With the power firmly in our hands, it’s important to understand that once we’ve built it, it’s our responsibility to ensure we’re marketing e-learning efficiently. This can feel quite removed from L&D, and involves a completely new skill set, but the benefits associated make it worth your time.
As we mentioned last week in our first part on marketing e-learning, you might think a course is out of this world from an L&D perspective, but if you aren’t marketing e-learning sufficiently with the right messaging, it’s probably going to seem like just another course to your audience.
We can’t stress the importance of marketing e-learning; it can really make the difference between a course you thought was good and course which is great, with results to prove it.
Marketing e learning messages
Just like the words you chose within a course, the language you use while marketing e-learning is really important. Decide on several statements which articulate the benefits of your course and refer to them throughout your marketing e-learning campaign. If your messaging is concise and appeals to your organisation, interest in your course will begin to build.
It’s important to engage at all levels through all channels available, so you reach the right audience and hit them over the head with the messaging and benefits of your course at every opportunity. your learners are consumers and defining this messaging will help you sell your great product to them.
Marketing e learning to Influencers
The fact you’ve actually built the course means you already have the buy-in of internal stakeholders. Use this to your advantage and work out how you can get these (probably fairly senior) people to begin championing the course amongst their departments, peers, seniors and juniors. Chances are, these stakeholders will represent different areas of the business, and could help spread your message into areas of the business you might struggle to tap into alone.
You are looking for the superstars of your organisation; the ones who are widely known, well respected and listened to. Whether its a CEO or a head of department, getting key people on board can make your campaign gain traction much faster.
Every team, department and organisation will have their own
- Internal newsletters
- Management updates
- Team meetings
Find out about them and either post or appear yourself, or recruit the help of line managers and stakeholders to lend a hand marketing e-learning to individual groups.
If you have one, speak with your internal marketing team and find out what they think about your message and how you can get it out. After all, this is the sort of thing they do every day on a much larger scale.
A good product sells itself
Once you’re implementing the above (and some of the stuff from part 1), you have to rely on your course to do the talking. If you’re course is doing the trick and staff benefit from it, you can rely on further uptake through word of mouth, one of the oldest and most effective forms of marketing.
If your course proves a hit, look at feeding back the results to your organisation to benefit future initiatives, or enter it for an e-learning industry award. The first time you go through the process of marketing elearning may take a while, but just like any commodity, you can build from it with future products.
It does go without saying, though, that even with the best marketing, a bad course is still a bad course, and once you’ve enticed some internal consumers into becoming learners, a course needs to stand on its own two feet. To make sure they aren’t disappointed, you need to make sure you build responsive, adaptive content that you can output to an app store, an LMS or internal website. This means that wherever your course lives, your internal audience can access it on any device they need to.
I can’t stress the importance of this – consumers today expect nothing less than to be able to put down one device and pick up the same task on another, and learning should be no different.
gomo produces HTML5 responsive, adaptive content as standard, and gives you a super simple way of creating e-learning content which looks and feels bespoke which you will be proud to market.
To see how easy creating first class multi-device e-learning can be, sign up for our next webinar, where you can learn how gomo works, the benefits of cloud authoring and see an intuitive, feature rich course built in minutes.