The Top Marketing Tools Nobody in L&D Knows – But Should!

Slide 1

Slide 1 text

Marketing Tools Nobody in L&D Knows – But Should! Bianca Baumann & Mike Taylor

Slide 2

Slide 2 text

Enter your new title at headlines.sharethrough.com to get your 'headline score' Proper Lifting Techniques Information Privacy Sexual Harassment Prevention Recruiting a New Employee Rewrite one of these titles

Slide 3

Slide 3 text

8 of 10 Read Headline 2 of 10 Read the Rest Titles/Headlines Are Important

Slide 4

Slide 4 text

Write great headlines and you’ll have successfully invested 80% of your money. David Ogilvy "Father of Advertising"

Slide 5

Slide 5 text

Marketing Tools Nobody in L&D Knows – But Should! Bianca Baumann & Mike Taylor

Slide 6

Slide 6 text

Bianca Baumann Ardent Learning

Slide 7

Slide 7 text

Mike Taylor Nationwide

Slide 8

Slide 8 text

bit.ly/stealthesetools

Slide 9

Slide 9 text

Why Marketing?

Slide 10

Slide 10 text

Common Goal

Slide 11

Slide 11 text

How to get people's attention and help them think and act in new ways.

Slide 12

Slide 12 text

DIFFERENT DIFFERENT APPROACH APPROACH VERY

Slide 13

Slide 13 text

What's the difference?

Slide 14

Slide 14 text

What's the difference? why do we do it differently?

Slide 15

Slide 15 text

3Things Marketers Know Most of L&D Doesn't Top

Slide 16

Slide 16 text

The human mind does not run on logic any more than a horse runs on petrol. Rory Sutherland Vice Chairman at Ogilvy UK

Slide 17

Slide 17 text

Speak to the Lizard Brain

Slide 18

Slide 18 text

The first second with your content might matter more than all the seconds that follow... ...if there are any!

Slide 19

Slide 19 text

Make a great 1st impression

Slide 20

Slide 20 text

Anything that doesn’t capture our attention, does not exist.

Slide 21

Slide 21 text

Grab & hold their attention! Never assume you have it!

Slide 22

Slide 22 text

Strategies & Tactics Things You Should Steal From Marketing Tools & Tech

Slide 23

Slide 23 text

Why Marketing? Strategies & Tactics

Slide 24

Slide 24 text

Learner Personas

Slide 25

Slide 25 text

What’s really important to learners?

Slide 26

Slide 26 text

Human Experience Experience should be bottom-up and personal

Slide 27

Slide 27 text

Human Experiance Human Experience Experience should be bottom-up and personal Work/Life Balance Work/Life Balance Work/Life Balance Am I making a difference?

Slide 28

Slide 28 text

Meaning at Work

Slide 29

Slide 29 text

Learner Personas Representation of your typical learner Fictitious character Supports human-centered design 3-5 personas are ideal

Slide 30

Slide 30 text

Learner Personas More aware of your audience Meet learners’ needs based on their preferences Share the right content, at the right time, and at the right place Increase engagement and productivity

Slide 31

Slide 31 text

Gather Information Analye Information Create Personas Interviews (learners, managers, other stakeholders) Observations Use of data Common threads Similarities Trends Excel and PowerPoint Brainstorming in design thinking sessions Confirm with learners Creating Learner Personas

Slide 32

Slide 32 text

Learner Personas Needs See Think & Feel Do Hear Pain Points

Slide 33

Slide 33 text

No content

Slide 34

Slide 34 text

No content

Slide 35

Slide 35 text

Tips & Tricks Use personas for larger transformational projects or ongoing programs Have a scribe & interviewer in the room when talking with learners Be sure to capture a diverse audience, including gender neutral personas

Slide 36

Slide 36 text

Align to Your Design Make them come to life by referring to them by their name Ask your questions about them: “What would Apima think?” Remember their personality when you write (tone and voice)

Slide 37

Slide 37 text

Learning Campaigns

Slide 38

Slide 38 text

Event vs Journey

Slide 39

Slide 39 text

Learner Journeys Topic View Curriculum View Learner Journey or Learner Experience View

Slide 40

Slide 40 text

Learner Journeys

Slide 41

Slide 41 text

Marketing Funnel

Slide 42

Slide 42 text

Campaign Example

Slide 43

Slide 43 text

Content Strategy

Slide 44

Slide 44 text

I have too much content. I don’t know how to get organized!

Slide 45

Slide 45 text

Written Content Images Multimedia Content Includes

Slide 46

Slide 46 text

It is like inventory at a grocery

Slide 47

Slide 47 text

Meaningful, engaging and sustainable content Right content, right time, right audience, right place It's about...

Slide 48

Slide 48 text

Which content is: 📁 in high demand? 📁 barely touched? How is content being accessed?

Slide 49

Slide 49 text

No need to reinvent the wheel Content strategy can help you see clearly again and make your life easier

Slide 50

Slide 50 text

Original Ebook 1 eBook 1 infographic 2 whitepapers 1 video 1 guest blog post 15 blog posts 1 SlideShare presentation 3 unique landing pages 3 outbound email campaigns 4 original photos 90+ socials posts

Slide 51

Slide 51 text

122+ 122+ items items

Slide 52

Slide 52 text

Just putting content onto the LMS and tracking if the learner sat through it isn’t enough anymore.

Slide 53

Slide 53 text

Unforgettable Experiences Dive deeper to understand what content is really valuable

Slide 54

Slide 54 text

Analyze Content Strategy Strategize & plan Create, curate, collaborate Deliver, publish, share Measure Maintain, expire, destroy

Slide 55

Slide 55 text

Content Strategy Plan

Slide 56

Slide 56 text

Tools &Tech

Slide 57

Slide 57 text

Fasten your seatbelts!

Slide 58

Slide 58 text

Titles & Copywriting Go Back to Categories Page

Slide 59

Slide 59 text

No content

Slide 60

Slide 60 text

No content

Slide 61

Slide 61 text

Say exactly what you mean wordtune.com AI-generated video from copy coschedule.com/ headline-analyzer makes your writing bold & clear hemingwayapp.com Copywriting Create content 10x faster jasper.ai

Slide 62

Slide 62 text

21 Top Writing Tools https://renaissancerachel.com/best-ai-writing-tools/

Slide 63

Slide 63 text

Email Marketing

Slide 64

Slide 64 text

No content

Slide 65

Slide 65 text

Interactive videos & analytics convertkit.com AI-generated video from copy mailchimp.com Spend less time "doing emails," drip.com Email Marketing easy-to-use solutions aweber.com

Slide 66

Slide 66 text

How to choose email marketing software https://zapier.com/blog/how-to-pick-email-app/

Slide 67

Slide 67 text

https://hive.com/blog/best-campaign-management-tools/ 36 Marketing Campaign Tools

Slide 68

Slide 68 text

AI & Interactive Video

Slide 69

Slide 69 text

No content

Slide 70

Slide 70 text

No content

Slide 71

Slide 71 text

Interactive videos & analytics mindstamp.io AI-generated video from copy pictory.com Super fast video creation biteable.com Video Tools Interactive videos & analytics mindstamp.io

Slide 72

Slide 72 text

22 Best Video Marketing Tools https://nealschaffer.com/best-video-marketing-tools/

Slide 73

Slide 73 text

Digital Documents

Slide 74

Slide 74 text

No content

Slide 75

Slide 75 text

The doc for everyone. coda.io Digital Documents Documents with an impact. craft.do The doc for everyone. gamma.app More than a doc. notion.so

Slide 76

Slide 76 text

Automation & #NoCode

Slide 77

Slide 77 text

No content

Slide 78

Slide 78 text

No content

Slide 79

Slide 79 text

Websites from Google sheets spreadsimple.com Automation & NoCode Documents with an impact. craft.do Websites from Google sheets siteoly.com Collaborative data & apps airtable.com

Slide 80

Slide 80 text

19 Best Automation & NoCode Resources https://nocodelinks.spread.name/

Slide 81

Slide 81 text

Poppins ExtraBold Whew! We made it! I think?

Slide 82

Slide 82 text

Mike's Favorites Canva There isn't much this design tool can't do - super impressive Craft Docs Create amazingly beautiful & functional docs in minutes. MailerLite Engaging, dynamic email campaigns in minutes Luma Create amazing landing pages for your online events. canva.com mailerlite.com craft.do lu.ma

Slide 83

Slide 83 text

Martech 5000

Slide 84

Slide 84 text

No content

Slide 85

Slide 85 text

Apps & Tools 8000

Slide 86

Slide 86 text

The best way to select tools and technologies is to match important teaching and learning activities to tools that best support them. — Patti Shank