In recent years, many online institutions have sprung up to deliver e-learning courses. These were mostly designed for individuals who would like to develop a flexible learning option that allows them to study whenever and wherever they want.
While e-learning has become a common choice for distance learning, it is still a relatively new concept when compared with traditional, classroom-based courses. But as the number of platforms and providers increase, so do the options for those seeking a more flexible learning experience.
The Importance Of Market Research
Before launching any online course, marketers should always conduct extensive market research to determine the demand for such a product and the size of the audience. Moreover, the type of marketing required to drive the most sales can vary from market to market, so it is important to perform deep research on the marketing mix needed in each case.
With so many options for learning online now available, it is essential to make sure that you are reaching the right audience. If you would like to find out how to grow your e-learning course, you can start by segmenting your research to find out exactly who your target audience is and whether or not they have the interest in your product. You should also analyze the demographic, psychographic, and digital behavior of this audience to create content that fits their needs.
The type of content you will create will depend on your target audience, but it should always reflect the values of your brand.
Digital Marketing Vs. Traditional Marketing
The digital and the traditional worlds are blurring, and it is important for marketers to know how to navigate this new terrain effectively.
Traditional marketing, which largely consists of marketing communications including advertising, public relations, and events, is being disrupted by new technologies such as social media.
On the one hand, digital marketing includes all the marketing activities carried out in the digital sphere, including social media.
On the other hand, traditional marketing also includes all the marketing activities conducted in the physical world. This can include things like radio ads, billboards, magazine spreads, and TV commercials.
Although most digital marketing activities, including social media, can be considered parts of traditional marketing, marketers must still understand the differences between the two in order to be effective in this new environment.
The Demographics Of E-Learning
Each year, we are bombarded with fresh sets of statistics on the digital marketing landscape. And although these numbers can vary from source to source, we can probably agree that the demographics of internet users and social media users are expanding every year.
According to a report from digital marketing agency HubSpot, 68% of US adults use social media, and 42% of US adults use the internet, for learning about brands or products. And just 27% of internet users are entirely new to the platform.
In light of this data, it would be remiss of marketers to not take advantage of this fact and begin looking for ways to reach these consumers. If you would like to learn how to grow your e-learning course, you can start by segmenting your research to find out exactly who your target audience is and whether or not they have the interest in your product.
Marketing To Generation Z
Based on the above statistics, it would seem that Generation Z, or those born between 1995 and 2020, are far from being disinterested in learning about brands or products. In fact, 29% of internet users between the ages of 18 and 24 have used a digital marketing agency to learn about brands or products, and 15% have used an online marketplace, according to the 2020 BizEaze Digital Marketing Report.
The generation that grew up with smartphones in their hands are now entering the workforce, and they are bringing with them a different approach to learning, expecting to be able to access knowledge whenever and wherever they want.
This is why it is essential for marketers to begin rethinking how they reach this audience. In the past, TV commercials would attract older viewers to a product, and magazine ads would be seen as a gateway to further reading. But today’s consumers are finding that content is just as important as engaging with an advertiser — if not more so.
According to HubSpot’s research, consumers prefer to learn about brands and products through short-form content, such as GIFs, videos, or memes. And 61% of US adults and 64% of European adults say that these types of content help them learn about brands or products more effectively. Additionally, 55% of Americans and 52% of Europeans say they’ve learned ‘a lot’ or ‘quite a lot’ about brands or products while following humorous or comedic videos or GIFs.
To effectively harness the power of this audience, marketers must shift their focus from attracting as many visitors as possible to engaging with those who visit their websites or use their apps. In doing so, they can gain deeper insights into the needs of this rapidly growing segment and meet those needs by creating content that is both informative and entertaining.
Email Marketing & Email Newsletters
Although social media is an important part of digital marketing, many companies, including HubSpot, still give credit to traditional email marketing for helping them gain a foothold in the digital realm.
This type of marketing, which you may also consider part of the digital marketing mix, is used to communicate with previous customers about brand awareness and discounts, as well as engage with new audiences via email.
This type of marketing allows you to have a direct line of communication with potential customers who have previously expressed interest in your product. For instance, if your company provides cloud platforms for businesses, you can use email marketing to notify your contacts in the industry that you have a new product that can help them manage their businesses more effectively.
There are many different email marketing tools available to businesses, meaning you can choose which one is best suited to your needs. To learn more, you can review the HubSpot blog post 4 ways email marketing will help you grow your business. Some of the more prominent email marketing tools include Marketo, MailChimp, and Pardot.
Online Event Marketing
Another integral part of digital marketing is online event marketing. This can include everything from sponsoring a web conference to hold virtual meetings about your product or service to inviting specific influencers to come and speak at an in-person event.
There are many different platforms available for online events, including Google Events, Facebook Events, and LinkedIn Events. And because they are online, organizers can create a global audience that they might not have access to otherwise.
If you’re looking for ways to grow your e-learning course, you can start by sponsoring a web conference, holding webinars, or organizing virtual events, such as roundtables, where experts from across the globe can interact with one another.
Product Review Blogging
Product review blogging is another type of influencer-based content that can be leveraged for marketing purposes. This type of content is generally created by individuals, many of whom will have strong ties to your product or service, in order to help their audience make better purchasing decisions.
It is usually associated with more mature audiences, but bloggers can and often do attract the younger generations as well.
If you’re looking for ways to grow your e-learning course, you can start by identifying prominent product review blogs in your industry. You can then contact the bloggers and ask them to write about your product or service, or at least mention it in their blog posts.
Additionally, you can create your own product review blogs and begin accumulating a following. You may want to consider submitting your own product reviews to larger review websites, such as Yelp or Google Reviews, to increase the chances of them being discovered.
Finally, let’s not forget about local SEO. This type of SEO is all about bringing the resources of the internet locally, such as optimizing your blog posts and other pieces of content for specific locations.
By understanding how search engines work and how local SEO can be optimized, you can better position your business for the best results when potential customers search for local businesses online.
There are many tools that can help you with local SEO, including Google Local, which can be accessed from the Google search bar or via the Google Maps app.
By using these tools and performing some of the simpler tasks, such as creating blogs and getting social media accounts, you can begin to gain search engine rankings and build a following. And because these platforms are generally free, all you need are the tools to get started.