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The world's only podcast dedicated to marketing for learning®. Short, sharp episodes packed with tactics, strategies and fresh thinking to finally crack your learner engagement problem. Hosted by Ashley Hinchcliffe, founder of MAAS Marketing.
Episodes
Apr 26, 2022
Apr 26, 2022
12 min
If you build it, they will come. NO Kevin. No. Field of Dreams has been misleading us all, and in this episode Ashley explores why this mindset is causing us all measure of issues in L&D.
She covers how other brands are undertaking marketing, and why she believes it's absolute madness that L&D thinks creating a tech ecosystem is enough to excite and engage learners. She suggests doing pure demand generation to build trust with learners and ultimately engage with them on a long-term journey.
Bit of a ranty episode, but some good meaty chunks in there 🍖
Apr 19, 2022
Apr 19, 2022
17 min
If you want to improve your marketing for learning approaches, you must use data to test and learn more about your audience. This test > learn > iterate loop is incredibly common in the marketing world, and in this episode Hannah explores some of the simple starting points for collecting data, why it will help you improve and even what data you should start looking at.
It's 16 mins of sheer bliss 🥰
Correlation vs causation video: https://www.youtube.com/watch?v=BaETnBzM7yU
Mar 25, 2022
Mar 25, 2022
45 min
Believe it or not, this L&D team does not create learning content 🤯
Ashley was joined by Alvaro Caballero, who recently headed up the learning team at ING Bank (he's since moved on to become the Head of People at DataSnipper). Al tells our listeners about the brave and bold journey his team went on, flipping L&D on its head, completely abandoning content creation and instead focusing on curation, communication and community.
ING Bank's team has been on quite a journey and Al tells our listeners his learnings, failures and what it really takes to make marketing for learning successful in a large corporation.
If you'd like to talk to Al about his experience, you can connect with him on LinkedIn: https://www.linkedin.com/in/alvarocc/
Mar 14, 2022
Mar 14, 2022
10 min
You've probably heard us chat about the value prop of your learning many, many times on this podcast. This episode is a practical walk-through to help you determine your value prop AND understand how best to communicate it to your learners using something called a value proposition canvas.
What are the features, benefits and experiences of your learning? What do you learners want, need and fear? Combine the two and the marketing magic really happens! We've even created a template that you can use if you wanted to get started on your own value prop (which we really recommend you do)!
- Here's your free value proposition canvas template
- Here's a short video that'll show you how to complete it(please note we've changed some of the labels in our template to make it more appropriate for a learning context)
Ahhh what a nice, practical episode to get us back into the game 🔥
Feb 24, 2022
Feb 24, 2022
17 min
Somehow, #marketingforlearning won at last week's Learning Awards. MAAS Marketing (the company Han and Ash run) won Start Up Learning Provider of the Year at the Learning and Performance Institute's Learning Awards.
A marketing agency just won a learning award. In this short session, Ash and Han discuss what this may well mean for the world of learning and whether progress could well be getting made. It's not tactical or practical, but instead explores the bigger picture issues our industry faces and how marketing may well be the key to overcoming them.
One thing is for sure.... marketing for learning is now most definitely a thing!
Feb 15, 2022
Feb 15, 2022
13 min
Are your learners ignoring your comms? Could the overuse of the same imagery and approaches be causing a phenomenon called banner blindness? And what can we do to overcome it? Ash explores in this short 13 minute snack.
www.marketingforlearning.com
Feb 10, 2022
Feb 10, 2022
13 min
Want to make people believe in your learning? Engage with it? Trust it? Why not better leverage the influencers in your business? In this episode Han chats all about how L&D can use influencers (or learnfluencers, as Caroline likes to call them - we're stealing that word btw 😝) to increase reach, create resonance and increase the relevance of your learning experiences.
Sounds great, doesn't it? WHY ARE YOU STILL READING THEN? GO LISTEN YOU SCHMUCK 🤨
Feb 4, 2022
Feb 4, 2022
38 min
What does it really take to establish a proactive learning culture? Ashley was lucky enough to sit and chat with Caroline Fitzpatrick who is the Senior People Development and Learning Manager at L'Oréal UK & I. Part of a highly productive, proactive team of six, Caroline shares how the L&D function at L'Oréal have adopted a marketing mindset with their communication efforts and are utilising over eighteen marketing channels. Eighteen! She provides loads of tips, hacks and tactics which you could easily adopt in your own function today!
L'Oréal is doing marketing for learning and getting amazing results too. This success has been so great that the L'Oréal team have been shortlisted in the upcoming LPI Learning Awards in the 'Learning Culture' category. Fingers crossed you guys get gold Caroline and thanks again for the convo!
If you want to find out more, feel free to connect with Caroline on LinkedIn: https://www.linkedin.com/in/learningcaroline/
Jan 20, 2022
Jan 20, 2022
13 min
Did you know that your learners are more likely to trust advice and recommendations from their peers than if the same information were to come for L&D? User generated content is not a new phenomena, but it's rapidly gained popularity in marketing in recent years with the insurance of influencer marketing and review sites.
Could it be a critical component of your marketing for learning strategy? Find out with the very bestest human, Hannah Waddams.
Jan 7, 2022
Jan 7, 2022
22 min
Whether you like it or not, you already have a learning brand. Ideas about your learning exist already in your audiences' minds; do you want to own that narrative or let them make their own minds up? This episode examines why L&D needs to seriously (AND STRATEGICALLY!) consider branding as a part of their makeup. It's a doozy and you're definitely going to learn a lot!
Key timings:
- 01:35 - What is a brand?
- 02:30 - Do you need a learning brand?
- 04:07 - The brand is in the heart and mind
- 05:57 - Brands help to build trust and build habits
- 07:35 - A brand is more than a logo
- 08:27 - Connotations in our subconscious minds
- 09:38 - Why should you develop a learning brand?
- 11:58 - How do you create a brand?
- 13:55 - What do your people ALREADY think about you?
- 15:17 - Visual language tips
- 16:09 - Key takeaways
- 17:17 - Final thoughts
www.marketingforlearning.com