To gain the trust of more significant customers, you need to build authority first. Industry events, seminars, workshops, can build up a reputation. Otherwise, start small. Talk to people from smaller companies first and collect many customer case studies. Use social media. Find groups your potential customers are visiting and get involved, thereby contributing to discussions and starting interesting new talks. Linkedin is the most effective way to reach corporate decision makers, however, Facebook groups or Twitter conversations may start with a more casual conversation and end up with a sale.
Another effective way to launch yourself as an authority is by writing books and leadership blog posts on your website as well as on others.
Writing influential publications will establish you as a thought leader. Create a list of suitable corporate companies and the names of their decision-makers. Find those people online and message them about the value you can provide.
Work with your marketers to come up with the right angle and pitch for the initial outreach email campaign to explain the benefits of your offer and get you in touch with the decision-maker.
Also, a great tactic in sales outreach is always follow up an email with a phone call the next day, letting them know that you have even contacted them by email and looking to talk about your training. Companies are busy, and your sales pitch might not be top of mind for them.
Therefore you have to be persistent enough to be heard. To start selling your training to companies, you will also need a Learning Management System or a white-labeled Course Platform. Choosing the right one might come down to the individual needs of your training. Depending on whether you are offering simple video courses, coaching, or certified CPE training , the requirements will change. The best way to go into it is to make a list of your requirements and note the most important aspects of it.
This can skyrocket your sales, as those can range from a single digit to hundreds or thousands of premium pricing courses. When you are pitching your course to a company, be prepared for a longer payment process.
Occasional learning-specific newsletters that let them in on some freebies and call their attention to new learning modules or new learning events can do the trick.
You can even send follow-ups to learners who have dropped off along the way and encourage them to go back on track. One important note: Always offer avenues for your learners to directly contact you through email, your internal social network or other method. Let them know you are readily available to them. Divide your email list into two segments, and send each one a different version of your marketing message.
Test your subject lines, calls-to-action, buttons and even content. Few people are comfortable being the first to sign up for a brand-new learning solution, as a tried and true product is more appealing. Ask for testimonials that you can feed into your courses to boost credibility.
You can even go out on a limb and share pictures and videos of your satisfied learners in your emails and communication channels. The group can also help you fill in the gaps of your learner personas with constructive criticism to improve your training content, positioning and marketing efforts.
As learning professionals, we have to wear many hats. Marketing is one of them. Employ these steps in your next learning campaign, and maximize your reach. Will it save them time or effort? Will it improve their workflow? Your first step to marketing your course is to promote the many reasons learners are taking the training, and its direct benefits. Does your company have an intranet site? Many organizations do, and if yours is among them, you can take advantage of this platform to share and promote your e-learning courses.
Just managers? Sales team members? Knowing who you are speaking to can help you reach them on a personal level. Sending out different communication to different levels within the organization can help keep interest and engagement.
This is where setting goals comes in. These goals should be specific, measurable, achievable, realistic, and timely. Why is it important to set goals? This also helps you stay on track as you manage and create your marketing plan. You will be able to create impactful messaging instead of using that one-size-fits-all approach. You need to set goals to determine metrics to accurately measure success. Is it increased utilization and awareness?
An increase in positive customer reviews? Keep in mind that the materials you send to employees should reflect the goals your organization needs to meet.
Now that you have your goals established, you can begin to design, plan, and execute your marketing strategy. Purpose of outreach. Do you want to inform learners of newly released content, remind them to complete compliance training, instruct them to take a survey, create buy-in for a new training initiative, increase awareness of your program, or improve engagement? Method of outreach. Newsletters, flyers, emails, and presentations are all excellent options, but you will want to vary how you communicate to keep your employees interested and training top of mind.
Time frame. Create a calendar that can help you decide on the right cadence of communication —weekly, monthly, quarterly, etc. Try blocking out time in your schedule to plan and devote time to training. Start with a theme!
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