“If you build it, they will come”, is a phrase that worked well for a character in a movie. But, does it work for everyone? If that were true, why would companies spend millions in advertising their products?
Let’s consider a hypothetical scenario where Jim, a training manager in an organization rolled out an asynchronous learning program on effective sales skills. The training program was designed by experts and replete with instructional value. The learning and development team expected the training to be lapped up by the geographically-dispersed sales force. But to Jim’s dismay, the number of learners who took the course were few and far between.
In the scenario above, learners were unaware of the existence of the training program. You might think that it would have been easier to assign the course to employees and make it mandatory to complete the e-learning course. But holding a stick over learners’ heads to make them complete training programs may be self-defeating in the long run. It is always better to promote the asynchronous e-learning course and let learners know what’s in store for them. Here are some ways to promote your online training program.
1. Build a Buzz with Email Campaigns
You have an amazing asynchronous learning program waiting to be launched. But how do you get learners to show an interest in the course. Simple, create an e-learning buzz with an email campaign. Spread the word about your course before, during, and after launch. Get learners excited about the course. Let them know what they stand to gain by going through the course. Include powerful calls to action to get learners to register for the online training program.
2. Win Learners through Webinars
Hosting a company-wide webinar requires some planning, but it gives learners a chance to know more about what your asynchronous learning program has to offer. Position yourself as an expert and shed some light on a related topic that is of interest to learners. You can also give learners a sneak preview of the course through the webinar. The webinar has to be engaging and informative. Avoid sounding like a pushy salesperson and focus on what learners can gain by going through the asynchronous learning program.
3. Involve the Influencers
The team leads, managers, and leadership team members can influence the learners in an organization. Involve these influencers in the launch of your asynchronous learning program. Provide them with information about the course and explain the course objectives and time required for course completion. You can send out a video featuring a key leadership team member explaining the benefits of going through the training program.
4. Hook Learners with a Teaser
Remember the excitement that comes with watching a movie trailer before it hits the cinemas. The same trick can be used to promote your online training program. Offer learners a sneak preview of the asynchronous learning program. Include enough to grab learners’ attention. Make them curious enough to go ahead and register for the course. A teaser that’s well-designed highlights the value of the course to the learner.
For example, if you are training pharmaceutical professionals on sales skills, your teaser can include a scenario that’s faced by sales professionals in their interactions with potential clients. This would pique learners’ curiosity and make them want to go through the online training program.
Do not give out too much of information in the teaser. Also, do not wait until course rollout to launch the teaser. The teaser needs to be sent out to learners at least 20 days before the launch of the training program. You can also collect learner feedback on the teaser. This can help make the right tweaks in your asynchronous learning program to make it more relevant.
5. Have Fun with Creative Contests
Creative contests offer a fun way to raise awareness on an asynchronous learning program. Try creating a quiz on a topic that’s related to the asynchronous learning program and send it to a target group of learners. Include a competitive element like a game to promote course enrollment. Maybe you can include an incentive for the first few learners who complete the course successfully. For example, knowing that learners will receive a certificate after successful completion of the course acts like a motivating factor.
6. Share Learner Testimonials
Have a target group of learners complete the asynchronous learning course and ask them to share their feedback. The feedback they give can serve as a testimonial. Testimonials can get learners interested in a course.
While these are some of the easy tactics you can follow to promote asynchronous learning programs in your organization, there are many more that can be added to this list.