Marketing For Learning®

The word learner is quite problematic isn't it? It implies that our employees are already actively learning, which isn't always the case. This word is building a very fixed mindset in L&D which makes us believe that our people want to learn. But that isn't always the case, and these attitudes may well be holding us back.

Who are your learners and what do they really want? What grinds their gears, what keeps them up at night? If we want our Marketing for Learning efforts (and indeed our learning) to be as effective as it can be, we need to better understand our audience. Learner personas help us segment our audiences and ensure our communications are timely, relevant and effective. Hannah explores how to start creating them in this episode. 

 

SHOW NOTES: 

• Interested in finding out more? Watch our webinar on learner personas here: https://youtu.be/ZabWIdFYg34 

Sales funnels? Learning? You what?! Hannah and Ashley explore how we can apply the sales funnel to marketing for learning.

If we really want to connect with our learners, we need to understand what 'buying stage' they're at. Just like marketers apply the RACE model to help them better understand and target their audiences, so can L&D use it to adjust tone of voice, content, messaging and context, depending on what level of understanding your audience has about your learning proposition.

LINKS:

• Check out the RACE framework here: https://www.marketingforlearning.com/wp-content/uploads/2021/11/The-RACE-model.pdf 
• User-generated content statistics: https://www.tintup.com/blog/user-generated-content-stats-2021/ 

If you like what we've got to say, why not follow us on LinkedIn too? 

• Ashley Sinclair: https://www.linkedin.com/in/ashsinclair/ 
• Hannah Waddams: https://www.linkedin.com/in/hannahwaddams/ 

Don't forget to subscribe!

Struggling to get started with a new idea or concept? Hindered by analysis paralysis? That's because you're not making use of the incredibly important sh*tty first draft. It's a favourite amongst marketers; learn how to use it to be more creative.

 

Please note, this episode does contain swearing. A sh*t load of it.

Do you ever think about how your learners feel? Not what they do, what they think, but what they feel? Emotions are a powerful tool that marketers leverage wherever possible. How can you use emotions in your learning function to get better results? 

Product, promotion, price and place. The pillars of any good marketing strategy. But what on earth do they have have to do with marketing for learning? Hannah explores.

What should a learning campaign really look like? Hannah and Ashley discuss the fundamentals of marketing campaigns and how some intrinsic elements of these seem to be overlooked in the world of learning. 

What's in it for me? When it comes to your learners, this is the most crucial question you should be answering. Ashley talks to you about what it really means to meet the needs of your learners and target their emotional drivers for maximum effectiveness.

Adopting a marketing mindset in L&D will provide you will a wide range of benefits. Hannah Waddams and Ashley Sinclair delve into the merits of marketing for learning and why every L&Der should be shifting their thinking to incorporate marketing strategies.

Does L&D have an engagement or an awareness problem? Ashley Sinclair spends ten minutes exploring whether the root cause of most of our 'engagement' problems in L&D are actually due to a lack of employee awareness.