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

Mike Taylor
October 26, 2022

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

Often in the L&D world, success or failure can hinge on how well you’re able to navigate the challenge of finding the right tools for the job. If you’re smart, you don’t limit yourself to only “learning” tools. There are literally thousands of marketing tools you can “steal” for your L&D needs.

In this session you’ll learn about some top marketing tools and how they can help you create more engaging content easier and more efficiently than you ever thought possible. Marketers are no better than us, but they’ve often got better tools that help them make more dynamic, impactful content. We will start this session by learning about what our marketing friends use to craft attention-grabbing headlines and the amazing copy that lives behind them. During a fun exercise you get to write your own headline and compete for the most points for the best one.

Dealing with content every day also means the burden of managing that content and getting useful data out of it. We’ll share a collection of marketing tools you can use to upgrade your L&D programs from content to managing data and more. Next, we will show you how to create impactful professional videos, interactive websites, and adaptive learning campaigns with marketing tools like Canva, MailerLite, Mindstamp, and more. You’ll see how easy marketing tools can make learning campaigns that adapt to provide unique content based on the actions of the learners. These will really up your L&D game. And everyone wants to be more efficient, right? You’ll learn about some tools that help marketers be the masters of automation so they can cut out the grunt work and allow you to focus on more important things. The best part is, many of these tools are free and you will be able to start using them immediately.

Mike Taylor

October 26, 2022
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Transcript

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

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  2. 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

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  3. 8 of 10
    Read Headline
    2 of 10
    Read the Rest
    Titles/Headlines Are Important

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

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

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  6. Bianca
    Baumann
    Ardent Learning

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  7. Mike
    Taylor
    Nationwide

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  8. bit.ly/stealthesetools

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  9. Why
    Marketing?

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

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  11. DIFFERENT
    DIFFERENT
    APPROACH
    APPROACH
    VERY

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  12. What's the difference?

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

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  14. 3Things
    Marketers
    Know
    Most of L&D Doesn't
    Top

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

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  16. Speak to the
    Lizard Brain

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

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  18. Make a great
    1st impression

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

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

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

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  22. Why
    Marketing?
    Strategies
    & Tactics

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  23. Learner
    Personas

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  24. What’s really
    important to
    learners?

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  25. Human Experience
    Experience should be bottom-up and personal

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  26. 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?

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  27. Meaning at Work

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

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  29. 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

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  30. 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

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  31. Learner
    Personas
    Needs See
    Think & Feel Do
    Hear
    Pain Points

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  32. 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

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  33. 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)

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  34. Learning
    Campaigns

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  35. Event
    vs
    Journey

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

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  37. Learner Journeys

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  38. Marketing Funnel

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  39. Campaign
    Example

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  40. Content
    Strategy

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

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  42. Written
    Content
    Images Multimedia
    Content Includes

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  43. It is like
    inventory
    at a grocery

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

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

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

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  47. 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

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  48. 122+
    122+
    items
    items

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

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  50. Unforgettable Experiences
    Dive deeper to
    understand
    what content is
    really valuable

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

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  52. Content Strategy Plan

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  53. Fasten your
    seatbelts!

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  54. Titles &
    Copywriting
    Go Back to Categories Page

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  55. 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

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  56. 21 Top
    Writing
    Tools
    https://renaissancerachel.com/best-ai-writing-tools/

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  57. Email
    Marketing

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  58. 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

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

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

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  61. AI & Interactive
    Video

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  62. 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

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  63. 22 Best
    Video
    Marketing
    Tools
    https://nealschaffer.com/best-video-marketing-tools/

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  64. Digital
    Documents

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  65. 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

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  66. Automation &
    #NoCode

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  67. 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

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  68. 19 Best
    Automation
    & NoCode
    Resources
    https://nocodelinks.spread.name/

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  69. Poppins ExtraBold
    Whew!
    We made it! I think?

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  70. 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

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  71. Martech 5000

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  72. Apps & Tools
    8000

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

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  74. Scouting the Best New Tools

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  75. Which tool
    will you
    try & why?
    Talk with person next to you:

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  76. Evaluation
    in the app
    devlearn.com/app

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  77. bit.ly/stealthesetools

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