Marketing For Learning®

Are your learners ignoring your comms? Could the overuse of the same imagery and approaches be causing a phenomenon called banner blindness? And what can we do to overcome it? Ash explores in this short 13 minute snack.

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Want to make people believe in your learning? Engage with it? Trust it? Why not better leverage the influencers in your business? In this episode Han chats all about how L&D can use influencers (or learnfluencers, as Caroline likes to call them - we're stealing that word btw 😝) to increase reach, create resonance and increase the relevance of your learning experiences. 

Sounds great, doesn't it? WHY ARE YOU STILL READING THEN? GO LISTEN YOU SCHMUCK 🤨

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What does it really take to establish a proactive learning culture? Ashley was lucky enough to sit and chat with Caroline Fitzpatrick who is the Senior People Development and Learning Manager at L'Oréal UK & I. Part of a highly productive, proactive team of six, Caroline shares how the L&D function at L'Oréal have adopted a marketing mindset with their communication efforts and are utilising over eighteen marketing channels. Eighteen! She provides loads of tips, hacks and tactics which you could easily adopt in your own function today!

L'Oréal is doing marketing for learning and getting amazing results too. This success has been so great that the L'Oréal team have been shortlisted in the upcoming LPI Learning Awards in the 'Learning Culture' category. Fingers crossed you guys get gold Caroline and thanks again for the convo!

Did you know that your learners are more likely to trust advice and recommendations from their peers than if the same information were to come for L&D? User generated content is not a new phenomena, but it's rapidly gained popularity in marketing in recent years with the insurance of influencer marketing and review sites. 

Whether you like it or not, you already have a learning brand. Ideas about your learning exist already in your audiences' minds; do you want to own that narrative or let them make their own minds up? This episode examines why L&D needs to seriously (AND STRATEGICALLY!) consider branding as a part of their makeup. It's a doozy and you're definitely going to learn a lot! 

• 01:35 - What is a brand?

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The word learner is quite problematic isn't it? It implies that our employees are already actively learning, which isn't always the case. This word is building a very fixed mindset in L&D which makes us believe that our people want to learn. But that isn't always the case, and these attitudes may well be holding us back.

Who are your learners and what do they really want? What grinds their gears, what keeps them up at night? If we want our Marketing for Learning efforts (and indeed our learning) to be as effective as it can be, we need to better understand our audience. Learner personas help us segment our audiences and ensure our communications are timely, relevant and effective. Hannah explores how to start creating them in this episode. 

SHOW NOTES: 

• Interested in finding out more? Watch our webinar on learner personas here: https://youtu.be/ZabWIdFYg34 

Sales funnels? Learning? You what?! Hannah and Ashley explore how we can apply the sales funnel to marketing for learning.

If we really want to connect with our learners, we need to understand what 'buying stage' they're at. Just like marketers apply the RACE model to help them better understand and target their audiences, so can L&D use it to adjust tone of voice, content, messaging and context, depending on what level of understanding your audience has about your learning proposition.

LINKS:

• Check out the RACE framework here: https://www.marketingforlearning.com/wp-content/uploads/2021/11/The-RACE-model.pdf 

If you like what we've got to say, why not follow us on LinkedIn too? 

• Ashley Sinclair: https://www.linkedin.com/in/ashsinclair/ 

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Struggling to get started with a new idea or concept? Hindered by analysis paralysis? That's because you're not making use of the incredibly important sh*tty first draft. It's a favourite amongst marketers; learn how to use it to be more creative.

Please note, this episode does contain swearing. A sh*t load of it.

Do you ever think about how your learners feel? Not what they do, what they think, but what they feel? Emotions are a powerful tool that marketers leverage wherever possible. How can you use emotions in your learning function to get better results?