What May Be Missing From Your Internal eLearning Marketing Strategy
“If you build it, they will come” doesn’t necessarily apply to online training. You may have devoted countless resources and a whole lot of overtime to get your eLearning course design just right, but it’s not going to promote itself. You need a solid internal eLearning marketing strategy to spread the word and get your employees excited about the endless L&D opportunities. Especially if your staff is accustomed to bland or boring online training courses that take a one-size-fits-all approach.
Is your internal eLearning marketing plan missing any of these essential components? Let’s find out!
Internal eLearning Marketing Strategy: 8 Elements To Focus On
Truth be told, it is challenging to attract learners and stakeholders to your course and convince them of its great value. Yet, marketing is the only way to get your course to the right people. It might be as easy as sending an email, but it is tough when it comes to organizing and promoting it.
Let’s see what might be missing from your internal eLearning marketing strategy and how you can push your courses across all barriers to demonstrate their high ROI.
1. Managers Who Aren’t Actively Promoting Online Training
Managers should be your biggest online training advocates. They’re the ones who set the example for their subordinates and stress the benefits of active participation. Managers should be willing to promote your online training course and get employees excited about upcoming events. For example, hold a team meeting to give them an advanced viewing of the latest serious game. Or meet with staff one-on-one to help them diagnose gaps and recommend the ideal online training resources.
One thing is certain; there are plenty of targeted marketing solutions you can leverage to promote online training courses.
2. Marketing Platforms That Are Already Popular With Your Employees
You know that your employees already use social media and other popular marketing platforms daily. They interact with friends and colleagues, as well as catch up on the latest news. But are you using these marketing venues to promote your online training course and generate interest among your distributed workforce? Create Facebook, Twitter, Instagram, and LinkedIn accounts, then post training updates and tips. See which platforms have the most engagement and customize your internal eLearning marketing strategy based on the data.
For example, we’ve created a new LinkedIn Group for Sales and Customer Training Hacks. Maybe you’d like to launch something similar that’s more relevant to your niche. Or you can even create your own eLearning courses portal. And then, have everyone talking!
3. Clear Brand Image And Cohesive Marketing Materials
Is your internal eLearning marketing clearly representing your brand image or is it all over the place? Employees already work for your organization, so they have a general idea of your messaging. However, every marketing element should convey the same identity to enhance their awareness. This includes the logo, tone, and color scheme. Ensure that everything from your internal website to your LMS is branded and, preferably, personalized. For instance, customer service staff and warehouse employees require different online training resources. This means their marketing material should reflect their unique training needs and objectives.
For more info make sure to read these 8 Tips To Promote Corporate eLearning Within Your Organization.
4. Gamification Rewards
Though it’s not an absolute must, adding gamification to your internal eLearning marketing strategy can make a significant difference. It motivates employees to actively engage and gets them ready for online training rewards. For example, you can begin with a “starter bundle” of points for those who sign up for the online training courses early or participate in online discussions or events leading up to the launch. Be clear about how they can earn incentives and what that entails, such as being able to access the exclusive “Top Performers” closed social media group if they earn enough badges or points.
Here are some ideas for your new courses: How To Build A Marketing Team For High Performance.
5. Real-World Benefits And Applications
Many employees are reluctant to participate in online training because they simply do not know what’s in it for them. Sure, they are striving for the learning objectives. But how will the information actually benefit them in the real world? Your internal eLearning marketing materials should clearly state how employees can use the information in practical settings, as well as how it translates into real-world perks — like being able to increase their sales or customer service ratings.
6. Attention-Grabbing Multimedia
Many organizations still rely on printed marketing materials such as newsletters. Some have made the switch to email marketing solutions, but it often only contains text. Add some attention-grabbing multimedia to your internal eLearning marketing strategy to increase engagement. For instance, video clips that showcase the latest online training course or podcasts that discuss helpful training tips and tricks they can use to get the most benefit. Just make sure that the multimedia serves a purpose and does not overshadow your marketing message.
7. Content Sneak Previews
Most people avoid surprises, even pleasant ones. Something about the unexpected stirs up fears and anxieties, which is why you should give your employees a sneak peek of the upcoming online training course. For example, post a screenshot of your latest health and safety module on social media or give them the chance to test the new simulation or branching scenario so they can get a preview of what’s to come. You can even take it a step further and host contests, wherein full-fledged sneak peeks are the grand prize. For instance, the lucky winner gets early access to your new microlearning online training library.
8. Learner Feedback
You cannot run a successful internal eLearning marketing campaign without involvement from your team. Not just your L&D staff and HR manager, but every member of your organization. Gather feedback from corporate learners to see what they’re looking for in the online training course. Are there gaps you need to address? What are their learning preferences? Which devices are they using to access the online eLearning resources? This also helps create more targeted marketing materials based on their expectations.
For instance, stress certain real-world benefits that tie into their skill gaps. You can even determine which marketing platform is best based on their social media habits. Conduct surveys, interviews, online polls, and discussion groups to get their input. Then use it to personalize promotions and fuel their motivation.
Creating and offering courses for your teams is crucial. But what’s the point if they don’t take them, right?
You would not dream of eliminating your marketing budget when it comes to promoting your eLearning products and services. However, that same thought should carry over to internal eLearning marketing. That’s what makes a great leader.
Dedicate enough resources to ensure that every member of your team has the moment-of-need support they require, as well as personalized online training tools that can help them bridge gaps and improve on-the-job productivity.