Broadening Your eLearning Audience

eLearning or, digital learning, has opened up the possibility of learning almost anything, anywhere. Companies offer sessions on everything from software training for business to writing fiction as a hobby to learning a new language for college credit. Websites and mobile applications deliver content in text, video, and audio formats. Learning sites are created on a build it and the students will follow concept. While millions of people take advantage of eLearning, many haven’t yet dipped their toes into the water. If you are an eLearning provider, how can you reach that untapped audience and entice them to wade into the ever-expanding ocean of available knowledge?

Produce High-Quality Content

No amount of platform promotion can erase a poor experience. When quality is low, word of mouth spreads the message. Your first order of business: know your target audience so you can create high-quality content for topics that will be valuable to them. This starts with demographic research, surveys, and focus groups to tell you details about your audience members, what level of learning they need, what they’d like to learn, and how they’d like to receive it. 

To attract new college students or non-credit courses open to anyone, learn their online and social media habits, and how they’d search for your course or organization. From there, you can decide how to meet the needs determined by your research with great content supported by solid instructional design and delivery!

Will you create a mobile app that supplies short lessons per day? Do you want to offer self-paced lessons delivered primarily by explainer videos? Are you creating on-demand training for immediate application? Will you sell courses for a price per course or a monthly fee? Are you delivering a degree program? Many questions about design and delivery should be asked and answered before you create or solicit content. If you want to reach the widest audience, you’ll need to provide content for multiple types of devices and possibly in multiple languages as well. 

When it’s time for content, no one wants fluff. Provide meaningful, usable information, and tools for skill development. Set course objectives and meet them. Written content, video, animated videos, and visuals must all be high quality, engaging, and focused on the topic.  

Marketing eLearning to a Wider Audience

Your eLearning brand requires marketing just like any other product or service. Digital marketing makes the most sense for eLearning and online training. Here are some good marketing practices to keep in mind:

  • Start social media accounts, make interesting posts, and engage in conversation. 
  • Put out social media ads to drive people to your website or app. 
  • Carefully segment your target audience and craft messages that will appeal to audience members.
  • Start a blog to provide something of value for potential customers.
  • Offer free trial periods and discounts for new customers. 
  • Develop a well-designed email newsletter to keep in touch and to send offers. 
  • Create an engaging, informational animated video to show how your eLearning program works and what it looks like, to put on your website. You can then promote it through email and social media, including the link.

Make your messaging consistent as to your brand and what you offer. Send messages that tell the prospective customer why they should invest in eLearning, how your program will benefit them, and how well it has worked for others. Companies will want to know the ROI for their training programs. Always include links and ways to connect your messages and website pages to keep customers coming back to your site.

Track, Measure and Succeed

Do you know what works to reach a bigger audience and what doesn’t work? Use analytics to track and measure your efforts. If you find that something is attracting click-throughs and getting new learners to sign up, continue on. When you hit an ad or another method that’s not producing results, try a new tactic. In the long run, you’ll build a buzz around your eLearning brand and add customers to your list of life-long learners.

Need help with your own online training course? Looking for advice on the types of videos to create and what formats work best? We’d love to help! Shoot us a message anytime.

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