Companies must adopt effective promotional strategies and techniques to successfully market their courses and programs and reach clients interested in purchasing them. Part 1 of this article presented 10 effective strategies for marketing training courses, and Part II will cover the remaining 10, so keep reading.
Effective strategies for marketing training courses
11. Repurposing Old Content
This strategy has proven effective in improving search engine optimization, especially for companies with extensive content archives.
Applying this strategy involves selecting an old article that meets one of the following criteria:
- Attracting a large number of visitors (good content).
- Converting a high percentage of visitors into clients (ideal content).
Then, update the article’s date and republish it.
Trainers should position themselves as thought leaders in their field to successfully promote their training courses. Also, repurposing is an effective strategy to derive long-term value from older materials.
Note: It’s advisable to create a general author profile on the blog under the company name, such as "Content Preparation Team (Company Name)," to avoid complications when republishing articles by former trainers.
12. Influencer Marketing
Recently, influencer marketing has gained considerable traction, and these well-studied strategies can be leveraged to promote training courses.
Companies can collaborate with influencers on social media platforms to tap into their follower base and broaden their audience. This method is more effective and cost-efficient than traditional advertising. Successful implementation requires collaboration with influencers who excel at engaging their audience and driving purchasing decisions.
Consider crafting exclusive offers tailored for the influencer to enhance campaign effectiveness.
13. Infographics
Infographics remain widely popular in digital marketing, particularly since many people prefer visual content over lengthy text.
It is recommended that statistics and conclusions drawn from surveys and research from company surveys be shared in visually engaging formats to boost audience interaction and reinforce key information.
Note: It is recommended that high-quality versions of infographics be created so that partner companies can print and display them in their offices. These high-quality copies can also be monetized or offered as gated content, requiring visitors to submit their contact details before accessing them.
14. Advertising on LinkedIn
LinkedIn is a professional platform that is beneficial for promoting training courses, as demonstrated by CrossKnowledge’s experience, a company specializing in training solutions. The company launched an advertising campaign using display ads, direct messages, and paid updates on LinkedIn.
The campaign achieved high visibility and click-through rates, attracting over 50 potential clients through its dedicated website.
Note: You can take advantage of LinkedIn's AutoFill feature when creating landing pages. This feature allows visitors to automatically fill out the form with their profile information with just one click, helping convert visitors into potential clients and increasing the advertising campaign's chances of success.
15. Creating Microsites
Denise DeSimone, CEO of a marketing agency, states, “Microsites are an ideal platform for launching new services.”
“Microsites can be created easily and quickly, allowing for targeting a specific audience segment, and are about five times more effective than traditional campaigns in attracting potential clients.”
Note: It is recommended to use consistent keywords across both the main website and the microsite, as well as in pay-per-click campaigns, to ensure visibility in at least 25% of search results.
16. Podcast Interviews
Participating in podcast interviews helps highlight your training team’s expertise and leadership.
Creating a brand-specific podcast is also recommended because of its low production costs and high listener engagement. Listeners are about four times more likely to remember a brand mentioned in podcasts compared to standard promotional campaigns.
Note: It’s recommended to invite qualified guests who are likely to purchase your services, such as HR executives and specialists from companies that align with your target audience.
7. Promoted Answers on Quora
Quora has introduced a new advertising feature called "Promoted Answers."
This allows you to reach a broad audience seeking insights about your expertise.
Companies that regularly respond to questions on the platform will find it easy to leverage this feature to share their insights and attract potential clients. Here are two key aspects of promoted answers:
- They are labeled as promoted.
- The name of the individual or company promoting the answer is displayed.
Note: To reach your target audience, it’s recommended to promote answers that effectively market your training courses, even if they come from individuals outside your organization.
8. Research and Surveys
Conducting research and surveys aims to expand the reach of training solutions to potential clients by identifying common issues among qualified customers likely to purchase your services.
It is advisable to survey industry executives to gather information about common issues and publish the results in a report.
Following this, issuing a press release about your research and sharing it with business media can help reach a broader audience and increase brand awareness.
Note: Ensure you send the report to all survey participants.
9. Retargeting Website Visitors
This strategy targets website visitors who have not converted into clients and is considered an effective way to promote training courses.
It involves using advertising content across search engines, display ads, social networks, and mobile apps to communicate with these visitors.
Note: Prepare a target audience list well in advance if the process of purchasing training solutions is lengthy.
10. Hosting Webinars
Hosting live online conferences allows you to engage a large segment of your target audience at their convenience.
Webinars help reach a broad audience of viewers and listeners globally.
Note: You can ask potential clients to fill out a form before attending webinars, but ensure you provide valuable content to stand out from competitors.
In Conclusion
Marketing training courses in today's market rely on three key factors: flexibility, commitment, and a bit of luck.
Here are five key benefits of digital marketing strategies:
- Outperforming leading companies that are progressing slowly in the training sector.
- Attracting potential clients and increasing sales.
- Enhancing the company’s position and leadership role in the training sector.
- Increasing brand awareness and training program visibility by boosting website traffic.
- Delivering valuable, direct, and long-term services to the company’s most important segment.
