Are you finding that the things you once knew as tried and true marketing tactics are now falling short? Do you have a hard time hitting those monthly or quarterly marketing numbers?
Are you left wondering what you should do to turn the marketing ship around and head it in the right direction?
Then never fear, in this article, we'll share three ways you can leverage a learning management system or LMS as your new marketing and sales machine.
We're going to show you how to get more eyeballs, more conversion, and more revenue to help you grow better by using an LMS and courses in your marketing and sales strategy.
Let's get into the good stuff!
LMS Tip 1: More Eyeballs with Free Courses.
The perception of a course is way different than that of a white paper or an e-book. Meaning, a free course holds more perceived value to your visitors than the once magical e-book or whitepaper download.
Give the people what they want!
Give them a more in-depth educational experience by taking your historical white-papers and e-books and turning them into free easy to watch or read courses.
"How?" you ask? It's simple.
Gather your team together, divvy out the chapters of that once-lead-gen-god-e-book and have each team member break their e-book chapters into mini 2 to 4-minute video sections and even find areas to update the content.
As the marketing and or sales team leader, you could break the chapters into sections for them.
Then, add a little bit of personal or brand flair to each video script, record, edit, and add them to your Learning Management System. Here at Impulse Creative, we do this with the HubLMS built directly on the HubSpot CRM and HubSpot CMS. But, more about that later.
Moving forward, take the time to create two or three free courses from your top performing lead gen materials. Then start to promote them by replacing your old content offer CTA's on your relevant blog articles and share them with your social channels as you would with new content.
Ensure you promote your new course or courses through email to the people who originally downloaded the original e-book or whitepaper too, this is because while many prospects have good intentions, the content may not have been fully consumed.
How many e-books have you downloaded and never got around to reading? Odd's are you're not alone.
Now, you have a course or set of courses they can easily watch the perception of value tied to that same content has increased.
That, my friends, is a win-win scenario waiting to happen once you implement a learning management system into your marketing and sales mix.
Things to think about with your free courses:
- Think small bite-sized courses that are easy for you to make and easy to complete for your visitors.
- Think about watching the amount of engagement they receive that then points to possible paid courses.
- Think completely ungated, if at all possible. But feel free to link to deeper content/conversion content throughout.
LMS Tip 2: More Conversions with a Gated Learning Management System Course.
Once you have your free courses in place and see one or a couple of them catching fire, make follow-up courses that go into more deep-dive or intermediate level learning.
Pro tip: Save the advanced materials for your paid course! But, more on that later.
These lead conversion courses should be gated for a powerful lead generating opportunity. How light or heavy you make the form (amount of fields/questions asked) to unlock the course is up to you, but, in our opinion, using it as a conversation starter and keeping it on the light side works best.
Think of the same field count as that e-book or whitepaper was vs. a demo or request a quote style form.
Pro tip: With this lead conversion course strategy, you'll need an LMS (learning management system) that will allow you to have a course conversion based on a simple form fill.
The problem you may face here is that many LMS systems will require a credit card and, this is a hurdle that some contacts won't be able to or want to do.
We created the HubLMS to achieve exactly this functionality because it's build ON HubSpot and connects to HubSpot forms & lists for gating or un-gating your course content, no credit card "process" or processor needed to get in the way.
These lead generating courses should again be easy for the contact to complete. Keeping your course to a one to three-hour time frame should be manageable for most folks trying to learn more about a topic of importance.
One main thing to focus on during this timeframe is to make it easily digestible by breaking it into small chunks of time. Don't just slap three 1-hour webinars into your learning management system and call it a day.
Your LMS marketing and sales machine should be an experience for the learner. You should build your course(s) in a way where the viewer can watch sections, take a break, and quickly come back to the on-demand learning in their timeframe.
You'll want to look for an LMS that allows for a chaptering feature or advanced organization, making it easy to create that fantastic learning experience for your learner/viewer.
A couple of things to have in place for these LMS powered marketing courses are:
- Additional resources
- Full transcripts
- Mini polls
- Short quizzes
Again, make these lead conversion courses an experience that leaves your prospect wanting to know more!
LMS Tip 3: More Revenue with a Paid Course.
Now we finally get to the marketing LMS promise land!
Paid courses give your marketing and sales teams the ability to drive positive ROI with their own 24/7 on-demand paid courses.
So, what do you do to build your paid course?
Take your free course and your lead conversion courses and create an ultimate learning path that leverages the confidence that the first two courses allowed for. From there create your advanced topic course that leverages the tactics, strategies, tools, and whatever else you have that will help your learner slay the topic they are trying to master.
Two things we must point out here.
- By bundling the course topics you will be able to create value and also have conversion opportunities to pay throughout.
- Most people will watch the free course and then purchase your paid course or see your more comprehensive paid course and purchase it from the start.
There you have it.
If you want to generate more eyeballs, convert more leads, and generate more revenue, adding a learning path to your marketing mix can be a winning strategy for your companys growth.
If your a HubSpot user, adding the HubLMS into your marketing strategy is a no-brainer. All the features you need to use HubSpot for your marketing, sales, and even internal training built right in.
Ready to grow better? Add a learning management system to your marketing mix today!