Before we talk about how to market eLearning in your organization, let us see the reasons of why you need to market eLearning. Firstly, I think you have made significant investments into eLearning development and need learners to buy it and most importantly to avoid bad press from the management by demonstrating a clear ROI. So, how would you go about marketing the eLearning solution?
We all have experienced the power of advertising in our lives. Tap this means for all it is worth. You need to use advertising strategies for building awareness of the brand or drawing attention to your brand and communicating the key benefits to users at different stages of the eLearning PLC.
The goal of eLearning marketing effort should be to help learners move through these stages as quickly as possible. So, use various promotional activities at various steps as shown below.
|Provide a simple course that has content highly relevant to the selected learners’ learning needs||Provide a slightly less basic course||Provide various delivery options for eLearning content||Weed out courses/delivery options that failed|
|Establish champions at the grass root level||Roll out eLearning to selected high-impact groups||Advertise them in-house via mail, offer certifications||Continue to announce new courses by mail, but keep all marketing and promotional activities to the barest minimum|
|Offer eLearning to the pilot group||Intensify the announcements. Announce through screensavers, regular newsletters, login page and so on||Highlight benefits in comparison to other modes of learning. Publish interviews with successful e-learners||See if you can revive declining adoption by using better technology to deliver the solution|
|Send email announcements. Make announcements in company magazines about upcoming launch||Expose learners to various kinds of eLearning||Give external publicity where possible||Retire the product and come up with another learning solution|
Thus, a scientific approach is required that systematically targets learners at various phases of the launch. You cannot randomly use marketing and promotional activities without having a very clear idea of what each of them is intended to do. Coming to one of the most common and costly mistakes many people make – they believe that the eLearning initiative will somehow take off on its own, simply because it is good. Unfortunately, that is a myth. You need marketing.
Also, I’d like to add that no amount of marketing and promotion activities can make up for a bad product. Ensure that what you are selling is worth selling!