Using the Marketing Playbook to Score Better L&D Results

Learning professionals and marketers are competing for the same thing: Attention. Without it, we can’t get people to think and act in new ways.

Marketers have been much more successful than learning professionals in terms of connecting, drawing us into their products and services, and creating meaningful interactions. Savvy marketers understand that tapping into the psychology of emotions sparks engagement in today’s hyper-distracted world.

That’s a mindset learning professionals need now more than ever!

Transcript

1. Using the Marketing Playbook to Score Better L&D Results Bianca Baumann & Mike Taylor
2. #DevLearn22 @biancabaumann @tmiket Campaign Steps Track success Create and promote campaign Create visuals Develop clear message I.D. touchpoints & milestones Define target audience Set campaign goals
3. #DevLearn22 @biancabaumann @tmiket 1.1 Before we proceed, choose an area or topic where you would like to create a learner campaign. It could be a current project or an upcoming one, big or small. 1.2 What are three learner goals and three overall campaign goals you want to achieve? 10 Minutes
4. Why Marketing? #DevLearn22 @biancabaumann @tmiket Section 1
5. #DevLearn22 @biancabaumann @tmiket What do you wish you could steal from the marketing department?
6. #DevLearn22 @biancabaumann @tmiket WHY MARKETING?
7. #DevLearn22 @biancabaumann @tmiket L&D and Marketing share a common goal
8. #DevLearn22 @biancabaumann @tmiket How to get people's attention and help them think and act in new ways.
9. DIFFERENT APPROACHES
10. #DevLearn22 @biancabaumann @tmiket How L&D sells hamburgers
11. #DevLearn22 @biancabaumann @tmiket Why You Should Buy Our Hamburgers: • They taste really good • We make them any way you want • We make them fresh • They are inexpensive • We have free kids toys • We have restaurants in lots of places
12. #DevLearn22 @biancabaumann @tmiket How marketers sell hamburgers
13. #DevLearn22 @biancabaumann @tmiket
14. #DevLearn22 @biancabaumann @tmiket What is the difference? Why do we do it differently?
15. Things Marketers Know most of L&D doesn’t
16. Marketers speak to the Lizard Brain 1
17. #DevLearn22 @biancabaumann @tmiket CONSCIOUS ___________________________ LOGICAL 2 Types of Thinking
18. #DevLearn22 @biancabaumann @tmiket CONSCIOUS ___________________________ LOGICAL SUBCONSCIOUS ____________________________________ EMOTIONAL 2 Types of Thinking
19. #DevLearn22 @biancabaumann @tmiket How much human behavior is driven by the CONSCIOUS MIND? 0-100%
20. #DevLearn22 @biancabaumann @tmiket >95% of brain activity is SUBCONCIOUS http://www.lifetrainings.com/Your-unconscious-mind-is-running-you-life.html
21. #DevLearn22 @biancabaumann @tmiket Neocortex Higher-order thinking Limbic System Emotions Brain Stem Survival
22. #DevLearn22 @biancabaumann @tmiket Limbic System Emotions Brain Stem Survival LIZARD BRAIN + subconscious
23. #DevLearn22 @biancabaumann @tmiket CONSCIOUS ___________________________ LOGICAL Newer Weaker Tires easily Not automatic 40 bits of data per second
24. #DevLearn22 @biancabaumann @tmiket CONSCIOUS ___________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL 11,000,000 bits of data per second 40 bits of data per second Newer Weaker Tires easily Not automatic Older (Lizard Brain) Most dominant Always on Automatic The User Illusion: Cutting Consciousness Down to Size by Tor Norretranders
25. #DevLearn22 @biancabaumann @tmiket Not bad, eh?!
26. SUBCONSCIOUS MIND #DevLearn22 @biancabaumann @tmiket
27. #DevLearn22 @biancabaumann @tmiket SUBCONSCIOUS MIND Supercomputer loaded with a database of programmed behaviors https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
28. most are acquired by time we are 6 YEARS OLD #DevLearn22 @biancabaumann @tmiket
29. WHOA! #DevLearn22 @biancabaumann @tmiket
30. How would you design differently for a 6-year-old? #DevLearn22 @biancabaumann @tmiket
31. Which of those things do you NOT like? #DevLearn22 @biancabaumann @tmiket
32. Marketers leverage the way our brains operate #DevLearn22 @biancabaumann @tmiket
33. Living in this world… #DevLearn22 @biancabaumann @tmiket
34. …with this brain #DevLearn22 @biancabaumann @tmiket
35. Marketers know the importance of first impressions 2 #DevLearn22 @biancabaumann @tmiket
36. #DevLearn22 @biancabaumann @tmiket What we see, hear, feel, or experience in our first encounter with something colors how we process the rest of it. https://www.newyorker.com/science/maria-konnikova/headlines-change-way- think
37. Our automatic, subconscious reaction to a design influences how we perceive its relevance, credibility, and even usability. #DevLearn22 @biancabaumann @tmiket
38. Our unconscious mind can form likes or dislikes before the conscious mind even knows what is being responded to. #DevLearn22 @biancabaumann @tmiket
39. MILLISECONDS #DevLearn22 @biancabaumann @tmiket
40. MILLISECONDS #DevLearn22 @biancabaumann @tmiket
41. Marketers know that nobody pays attention. 3
45. Did you catch all those changes? #DevLearn22 @biancabaumann @tmiket
48. Inattentional blindness: Our intuition is that we will notice something that's that visible, that's that distinctive, and that intuition is consistently wrong. – Daniel Simons Invisible Gorilla #DevLearn22 @biancabaumann @tmiket
49. Important visual information can get overlooked. That’s a gorilla! #DevLearn22 @biancabaumann @tmiket
50. WITHOUT INITIAL ATTENTION NOTHING ELSE MATTERS #DevLearn22 @biancabaumann @tmiket
51. What does the lizard brain notice? #DevLearn22 @biancabaumann @tmiket
52. Can I eat it? Can I have sex with it? Will it kill me? #DevLearn22 @biancabaumann @tmiket
53. Benefits? Enjoyable? Consequences? #DevLearn22 @biancabaumann @tmiket
54. NEWS FLASH!!!! #DevLearn22 @biancabaumann @tmiket
55. #DevLearn22 @biancabaumann @tmiket Nobody wants to read your sh*t!
56. #DevLearn22 @biancabaumann @tmiket Nobody wants to read your sh*t! Don’t take it personally… nobody wants to read anything.
57. #DevLearn22 @biancabaumann @tmiket
58. #DevLearn22 @biancabaumann @tmiket 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to-understand form.
59. #DevLearn22 @biancabaumann @tmiket Nobody wants to read your sh*t! Don’t take it personally…nobody wants to read anything. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to- understand form. 2. Make its expression fun. Or sexy or interesting or scary or mysterious. Make it so compelling a person would have to be crazy NOT to read it.
60. #DevLearn22 @biancabaumann @tmiket Nobody wants to read your sh*t! Don’t take it personally…nobody wants to read anything. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to- understand form. 2. Make its expression fun. Or sexy or interesting or scary or mysterious. Make it so compelling a to it. Apply that to everything you do.
61. #DevLearn22 @biancabaumann @tmiket Nobody wants to read your sh*t! Don’t take it personally…nobody wants to read anything. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to- understand form. 2. Make its expression fun. Or sexy or interesting or scary or mysterious. Make it so compelling a to it. Apply that to everything you do. 3. Make it Visual!
62. STREAMLINED VISUAL EMOTIONAL #DevLearn22 @biancabaumann @tmiket
63. Things To Steal from Marketing
64. Speak to the Lizard Brain
65. The human mind does not run on logic any more than a horse runs on petrol. Rory Sutherland Vice Chairman at Ogilvy UK @rorysutherland #DevLearn22 @biancabaumann @tmiket
66. Make a great 1st impression #DevLearn22 @biancabaumann @tmiket
67. The first second with your content might matter more than all the seconds that follow. (if there are any) #DevLearn22 @biancabaumann @tmiket
68. Grab & hold their attention! (never assume you have it) #DevLearn22 @biancabaumann @tmiket
69. Anything that doesn’t capture our attention, does not exist. #DevLearn22 @biancabaumann @tmiket
70. #DevLearn22 @biancabaumann @tmiket Finish That Sentence I learned… I’m beginning to think that… I wonder if… I rediscovered… I was surprised that…
71. Learner Personas #DevLearn22 @biancabaumann @tmiket Section 2
72. #DevLearn22 @biancabaumann @tmiket What’s really important to learners?
73. #DevLearn22 @biancabaumann @tmiket PROFESSIONAL (THE WORK) PERSONAL (THE INDIVIDUAL) ORGANIZATION-LED (TOP DOWN) EMPLOYEE-LED (BOTTOM-UP) Human Experience 2019 Deloitte Global Human Capital Trend Report Experience should be bottom-up and personal
74. #DevLearn22 @biancabaumann @tmiket PROFESSIONAL (THE WORK) PERSONAL (THE INDIVIDUAL) ORGANIZATION-LED (TOP DOWN) EMPLOYEE-LED (BOTTOM-UP) Human Experience 2019 Deloitte Global Human Capital Trend Report Employee Engagement Human Experience Work/Life Balance Employee Experience Am I making a difference? When experience is bottom-up and personal, it becomes focused on “human experience”
75. #DevLearn22 @biancabaumann @tmiket Meaning at Work MEANING AT WORK WORK Worker Work Environment Impact on Aspirations
76. #DevLearn22 @biancabaumann @tmiket Learner Personas • Representation of your typical learner • Fictitious character • Supports human-centered design • 3-5 personas are ideal
77. #DevLearn22 @biancabaumann @tmiket Learner Personas • Become 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
78. #DevLearn22 @biancabaumann @tmiket 84 GATHER INFORMATION ANALYZE INFORMATION CREATE LEARNER PERSONAS • Interviews (learners, managers, other stakeholders) • Observations • Use of data Learner Persona Creation • Common threads • Similarities • Trends • Excel and PowerPoint • Brainstorming in design thinking sessions • Confirm with learners
79. #DevLearn22 @biancabaumann @tmiket 85 PAIN POINTS NEEDS SEE DO THINK & FEEL HEAR
80. #DevLearn22 @biancabaumann @tmiket Name: Apima Barsar Age: 26 Location: London Tenure: 1 year Role: Administrative Assistant Education: B.S. Goal: Manage a team Tech-savviness: high Interests: running and reading Best time to learn: early in the morning Access training through: any digital format Other: English is her second language SEE HEAR DO THINK/FEEL She is overwhelmed by the large volume of work. She just doesn’t have time to learn new skills at work. She needs a more flexible schedule. Her child is her priority right now. She hears from others that feel equally overwhelmed and miss flexibility on how they can access training, especially when they need it. Daily focuses on tasks and keeping operations running smoothly. Apima is a valued member of her team. She is taking classes online because it provides flexibility for her family-focused life. Overwhelmed by trying to keep up with multiple request and competing timelines. Frustrated by the training she has gotten because she doesn’t understand how it relates to her role or future roles. Example Pain Points • Her manager isn’t available as much as she would like • She doesn’t know where to go to learn new skills to help her reach her goal • Too many different sources and it’s hard to distinguish what’s worth her time • Not enough open communication within her core team • Too much gossip Needs • More guidance from her manager • Dedicated time to learn • People to stop talking and act, follow-through on accountabilities
81. #DevLearn22 @biancabaumann @tmiket Name: Location: Tenure: Role: Education: Goals/Aspirations: Tech-savviness: Interests: Best time to learn: Access training through: Other: SEE HEAR DO THINK/FEEL • What does their work environment look like? • Who are their peers, coworkers, and friends? • What would they see when it comes to the work environment, and learning specifically? • What do they hear in their work environment about others’ pain points in general • And what do they hear when it comes to learning and learning solutions specifically? • What are their common tasks? • What would they do while using a learning solution? (where do they go, are they focused on the learning or do they multitask, etc.) • What are they thinking and feeling when they are faced with challenges at work? • What are they thinking and feeling when they take learning? • What is their attitude towards learning provided? Pain Points • What are some of the pain points in their daily work life right now? • Why is this a pain point? • What can’t they do because of this pain point? • Who or what stands in their way to perform the best they can in their role? Needs • What do they need in order to solve their pain points? • Who or what can help them perform at the level they want to be at? • Is it something they can provide, or is it something the organization has to provide? • What do they need to reach their goal?
82. #DevLearn22 @biancabaumann @tmiket Name: Location: Tenure: Role: Education: Goals/Aspirations: Tech-savviness: Interests: Best time to learn: Access training through: Other: SEE HEAR DO THINK/FEEL • What does their work environment look like? • Who are their peers, coworkers, and friends? • What would they see when it comes to the work environment, and learning specifically? • What do they hear in their work environment about others’ pain points in general • And what do they hear when it comes to learning and learning solutions specifically? • What are their common tasks? • What would they do while using a learning solution? (where do they go, are they focused on the learning or do they multitask, etc.) • What are they thinking and feeling when they are faced with challenges at work? • What are they thinking and feeling when they take learning? • What is their attitude towards learning provided? Pain Points • What are some of the pain points in their daily work life right now? • Why is this a pain point? • What can’t they do because of this pain point? • Who or what stands in their way to perform the best they can in their role? Needs • What do they need in order to solve their pain points? • Who or what can help them perform at the level they want to be at? • Is it something they can provide, or is it something the organization has to provide? • What do they need to reach their goal?
83. #DevLearn22 @biancabaumann @tmiket 5 Minutes 2.1 What are some personas you could create for your organization, and who are other stakeholders in the mix that you need to think about?
84. #DevLearn22 @biancabaumann @tmiket Tips and Tricks • Use personas for larger transformational projects or ongoing programs • Have a scribe and interviewer in the room when you talk to your learners • Make sure you capture a diverse audience, including gender neutral personas
85. #DevLearn22 @biancabaumann @tmiket Align personas 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)
86. #DevLearn22 @biancabaumann @tmiket 2.2 Create one learner persona that would be part of the training initiative you thought about earlier. 20 Minutes
87. #DevLearn22 @biancabaumann @tmiket Key Takeaways Go beyond a simple target audience analysis and identify true learner needs and emotions 1 It’s worth the time and investment to create various options for learning solutions for ongoing or large transformational programs 2 3-5 personas are ideal, keep diversity in mind, and always confirm personas with your learners 3
88. #DevLearn22 @biancabaumann @tmiket Finish That Sentence I learned… I’m beginning to think that… I wonder if… I rediscovered… I was surprised that…
89. Learning Campaigns Section 3 #DevLearn22 @biancabaumann @tmiket
90. #DevLearn22 @biancabaumann @tmiket What are some of your favorite campaigns and why?
91. #DevLearn22 @biancabaumann @tmiket 98
92. #DevLearn22 @biancabaumann @tmiket Learner Journeys Learner Journey or Learner Experience View Curriculum View Topic View 1 2 3 4 5 6 2 A B C D 5 A B C D
93. #DevLearn22 @biancabaumann @tmiket Learner Journeys
94. #DevLearn22 @biancabaumann @tmiket 3.1 What are touchpoints and milestones (or tasks) you want your learners to go through? Refer to the learner persona you created previously. 10 Minutes
95. #DevLearn22 @biancabaumann @tmiket 1 LEARN SOMETHING FOR THE FIRST TIME 2 LEARN MORE OF SOMETHING 3 APPLY & REFINE WHAT YOU HAVE LEARNED 4 ADJUST TO CHANGE 5 REACT TO FAILURE • • • 5 Moments of Need
96. #DevLearn22 @biancabaumann @tmiket 1 LEARN SOMETHING FOR THE FIRST TIME 2 LEARN MORE OF SOMETHING 3 APPLY & REFINE WHAT YOU HAVE LEARNED 4 ADJUST TO CHANGE 5 REACT TO FAILURE 5 Moments of Need 2-3 weeks before system rollout WHEN WHAT Micro-video or WBT Overview System 1 week before system rollout Interactive job aid System rollout Wiki page, help desk Asked to complete a new task Tool tips Error message in system Help desk and Wiki page
97. #DevLearn22 @biancabaumann @tmiket Learner Journey Template
98. #DevLearn22 @biancabaumann @tmiket Learner Journey Example
99. #DevLearn22 @biancabaumann @tmiket Marketing Funnel
100. #DevLearn22 @biancabaumann @tmiket IDEAS Welcome email Announcements Highlights of week/month Industry Trends Interview an expert Sneak peek Making of/ behind the scenes New features/ updates Company/ Department News Events calendar Past events recap/hightlights Guides & tutorials ????? Support Communities of Practice Ideas & tips Survey Campaign Example
101. #DevLearn22 @biancabaumann @tmiket Kick-off Session Email 1 Email 2 Opened No Email 1 Email 3 Yes Closing Session Email 3 Opened No Email 2 Yes Chatbot Chatbot Campaign Example
102. #DevLearn22 @biancabaumann @tmiket 3.2 Using either the learner journey template or the marketing funnel, create your learners’ journey. Keep the 5 Moments of Need in mind, as well as learner emotional states. What interactions will they participate in? Tie it back to your goals as well. 20 Minutes
103. #DevLearn22 @biancabaumann @tmiket Key Takeaways Creating a campaign follows similar steps to creating any other training, from setting goals all the way to measuring success 1 For best campaign outcomes, you should have overall campaign goals and learner goals 2 Campaigns allow you to increase awareness through various delivery channels and drip content over time 3
104. #DevLearn22 @biancabaumann @tmiket Finish That Sentence I learned… I’m beginning to think that… I wonder if… I rediscovered… I was surprised that…
105. Writing Great Titles & Copy #DevLearn22 @biancabaumann @tmiket Section 4
106. #DevLearn22 @biancabaumann @tmiket Promotion starts with strong copy
107. #DevLearn22 @biancabaumann @tmiket
108. #DevLearn22 @biancabaumann @tmiket “IF YOU CAN’T EXPLAIN IT SIMPLY, YOU DON’T UNDERSTAND IT WELL.” - Albert Einstein
109. #DevLearn22 @biancabaumann @tmiket What do you think makes good copy?
110. #DevLearn22 @biancabaumann @tmiket If this transition has been an enjoyable experience, we would greatly appreciate your unbiased feedback for us on Amazon…
111. #DevLearn22 @biancabaumann @tmiket can’t skim call to action is buried confusing and jargon-y link isn’t clickable
112. #DevLearn22 @biancabaumann @tmiket SERVE IT UP
113. #DevLearn22 @biancabaumann @tmiket just wanted to check in “less than 30 seconds” If you think we’ve done a good job… whitespace
114. #DevLearn22 @biancabaumann @tmiket Your audience response may depend more on YOU!
115. #DevLearn22 @biancabaumann @tmiket
116. #DevLearn22 @biancabaumann @tmiket Apps That Make Your Life Easier
117. #DevLearn22 @biancabaumann @tmiket AI Writing Assistants
118. #DevLearn22 @biancabaumann @tmiket 8 of 10 people will read headline copy 2 of 10 people will read the rest TITLES/ HEADLINES ARE IMPORTANT
119. Obsess over it! #DevLearn22 @biancabaumann @tmiket
120. Headline Helpers https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/ #DevLearn22 @biancabaumann @tmiket
121. Coschedule https://coschedule.com/headline-analyzer #DevLearn22 @biancabaumann @tmiket
122. Sharethrough https://headlines.sharethrough.com/ #DevLearn22 @biancabaumann @tmiket
123. #DevLearn22 @biancabaumann @tmiket 4.1 Let’s practice writing some attention- grabbing titles. 10 Minutes
124. #DevLearn22 @biancabaumann @tmiket Key Takeaways Write for a Grade 4 reading level 1 Ensure text is easy to skim; use whitespace 2 Write strong headlines to engage your learners from the get-go 3
125. The Power of Visuals #DevLearn22 @biancabaumann @tmiket Section 5
126. #DevLearn22 @biancabaumann @tmiket Promotion needs meaningful visuals
127. #DevLearn22 @biancabaumann @tmiket Attention-Driven Design
128. #DevLearn22 @biancabaumann @tmiket REDUCE visual complexity + ENHANCE comprehension
129. #DevLearn22 @biancabaumann @tmiket • Create meaning efficiently & effectively
130. #DevLearn22 @biancabaumann @tmiket Letting visuals carry the story forward is a great way to grasp at the emotions of somebody…
131. #DevLearn22 @biancabaumann @tmiket …and the purest forms of visual communication end up coming across when you have something that drives with EMOTION FIRST and text second
132. #DevLearn22 @biancabaumann @tmiket Blocks of Text Data inside typical text blocks isn’t as impactful as it could be. https://killervisualstrategies.com/wp-content/uploads/2017/02/Visual- Communication-Storytelling-Redesigned-ebook-FINAL.pdf
133. #DevLearn22 @biancabaumann @tmiket Visual Communication Represent the same info in a more accessible, graphical way https://killervisualstrategies.com/wp-content/uploads/2017/02/Visual-Communication-Storytelling-Redesigned-ebook-FINAL.pdf
134. #DevLearn22 @biancabaumann @tmiket killervisualstrategies.com
135. #DevLearn22 @biancabaumann @tmiket eLearning and The Science of Instruction (Clark & Mayer) Our brains are wired for visuals
136. #DevLearn22 @biancabaumann @tmiket posts with images https://medium.com/marketing-and-entrepreneurship/16-visual-content-marketing-statistics-that-will-wake-you-up-59c4c0b80465 650% HIGHER ENGAGEMENT
137. #DevLearn22 @biancabaumann @tmiket 91% of consumers now prefer interactive & visual content
138. #DevLearn22 @biancabaumann @tmiket People can follow instructions 323% better when visuals are used https://link.springer.com/article/10.1007%2FBF02765184
139. #DevLearn22 @biancabaumann @tmiket information transmitted to the brain is VISUAL 90%
140. #DevLearn22 @biancabaumann @tmiket MUCH FASTER THAN TEXT OUR BRAINS PROCESS VISUALS
141. #DevLearn22 @biancabaumann @tmiket Ready for a quick TEST?
142. #DevLearn22 @biancabaumann @tmiket A simple closed shape in Euclidean geometry. It is the set of all points in a plane that are at a given distance from a given point, the center; equivalently it is the curve traced out by a point that moves so that its distance from a given point is constant.
143. #DevLearn22 @biancabaumann @tmiket GET IT?
144. #DevLearn22 @biancabaumann @tmiket
145. #DevLearn22 @biancabaumann @tmiket GOT IT!
146. LOOKS MATTER! #DevLearn22 @biancabaumann @tmiket
147. #DevLearn22 @biancabaumann @tmiket CREDIBILITY? http://credibility.stanford.edu/
148. Our automatic, subconscious reaction to a design influences how we perceive its relevance, credibility, and even usability. #DevLearn22 @biancabaumann @tmiket
149. #DevLearn22 @biancabaumann @tmiket First impressions… % DESIGN RELATED
150. There is no such thing as no design. #DevLearn22 @biancabaumann @tmiket
151. The alternative to good design is always bad design. Adam Judge #DevLearn22 @biancabaumann @tmiket
152. is a smart investment #DevLearn22 @biancabaumann @tmiket
153. #DevLearn22 @biancabaumann @tmiket
154. Movement Human Faces Stories There’s a Special Part of the Brain Just for Recognizing Faces Nancy Kanwisher (1997) #DevLearn22 @biancabaumann @tmiket
155. #DevLearn22 @biancabaumann @tmiket https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
156. #DevLearn22 @biancabaumann @tmiket https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
157. #DevLearn22 @biancabaumann @tmiket But I’m not a graphic designer!
158. #DevLearn22 @biancabaumann @tmiket Create amazing visuals. (even if you’re not a designer )
159. #DevLearn22 @biancabaumann @tmiket Empowering the world to design
160. #DevLearn22 @biancabaumann @tmiket 5.1 Let’s see how easy it can be to create stunning visuals 10 Minutes
161. #DevLearn22 @biancabaumann @tmiket Key Takeaways Use visuals to carry the message and lead with emotions first, text second 1 Visual communication allows you to represent the same info in a more accessible, graphical way 2 Our brains process visuals much faster than text 3
162. #DevLearn22 @biancabaumann @tmiket Finish That Sentence I learned… I’m beginning to think that… I wonder if… I rediscovered… I was surprised that…
163. Repurposing Content for Campaigns #DevLearn22 @biancabaumann @tmiket Section 6
164. “You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people” Derek Halpern #DevLearn22 @biancabaumann @tmiket
165. Why Repurpose Content? #DevLearn22 @biancabaumann @tmiket Improve Visibility Reinforce Message New Audiences
166. #DevLearn22 @biancabaumann @tmiket Original Ebook • 1 eBook • 1 infographic • 2 whitepapers • 1 video • 1 guest blog post • 15 blog posts on the Marketeer • 1 SlideShare presentation • 3 unique landing pages • 3 outbound email campaigns • 4 original photos • 90+ socials posts 122+ items
167. #DevLearn22 @biancabaumann @tmiket 113 Types of Marketing Content https://coschedule.com/content-marketing/types-of-content
168. #DevLearn22 @biancabaumann @tmiket Repurposing a blog post into an infographic a report into a presentation slide deck a presentation slide deck into a print brochure a blog post into an ebook an infographic into a social media image a social media image into a header for an email newsletter a ______________________ into a ______________________
169. #DevLearn22 @biancabaumann @tmiket Marketing Makeover
170. #DevLearn22 @biancabaumann @tmiket Infographics Infographics deliver research in an easy-to- understand, visual layout. *most-shared type of content https://coschedule.com/blog/social-media-content
171. #DevLearn22 @biancabaumann @tmiket What could you repurpose as an audiogram? Audiograms Audiograms bridge the audio and visual gap by letting you share audio clips of your content set to an image and waveform. https://www.buzzsprout.com/blog/podcast-audiograms-tips
172. #DevLearn22 @biancabaumann @tmiket 6.1 Consider how you might repurpose existing content. 6.2 Brainstorm promotional elements. Pick your top 3 ideas. 15 Minutes
173. #DevLearn22 @biancabaumann @tmiket Finish That Sentence I learned… I’m beginning to think that… I wonder if… I rediscovered… I was surprised that…
174. Automated Email Campaigns #DevLearn22 @biancabaumann @tmiket Section 7
175. #DevLearn22 @biancabaumann @tmiket Email? Seriously?!
176. #DevLearn22 @biancabaumann @tmiket More people use email than any social media platform
177. #DevLearn22 @biancabaumann @tmiket Email has an ability many channels don’t: creating valuable, personal touches – at scale
178. #DevLearn22 @biancabaumann @tmiket 99% check their email every single day
179. #DevLearn22 @biancabaumann @tmiket Why Email? Quick & Easy to implement No additional technology / ecosystem Inexpensive Can start for FREE! Super cheap Automated Can create a schedule that runs itself #DevLearn22 @biancabaumann @tmiket
180. #DevLearn22 @biancabaumann @tmiket Why Email? Mobile Friendly No additional technology / ecosystem Analytics Who did / didn’t open / click Adaptive Can be triggered by a variety of events, dates, and learner actions. #DevLearn22 @biancabaumann @tmiket
181. #DevLearn22 @biancabaumann @tmiket ←Think this ↓ Not this
182. Be Concise & Focus Your Message Most people spend less than 15 seconds reading marketing emails, so keep it short and sweet, prioritizing your content from top to bottom. Consider breaking multiple messages into a series of emails. Link out If you have a lot of information to convey, link to a page on your website (or someone else's website) where subscribers can learn more. Use a hierarchy to organize for quick reading Headings & bullets divide content into sections that are easy to understand. Make room Use plenty of white space to give your content some breathing room and make your design more approachable.
183. #DevLearn22 @biancabaumann @tmiket GDPR & Can Spam
184. Email Marketing Tools Drip, Sendloop, Customer.io, BombBomb, Vision6, Quickmail, Vero, ConvertKit, Gumroad, and Knowtify. #DevLearn22 @biancabaumann @tmiket
185. #DevLearn22 @biancabaumann @tmiket
186. #DevLearn22 @biancabaumann @tmiket Imagine writing a set of emails just once that is sent to different people at different times when they need it most.
187. #DevLearn22 @biancabaumann @tmiket Drip Three Ways to Use Them These options put you in control of who gets what and when. Scheduled Adaptive
188. #DevLearn22 @biancabaumann @tmiket Save time by scheduling emails to coordinate with a specific date and time. Scheduled How could you use this type?
189. #DevLearn22 @biancabaumann @tmiket Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding- emails/ Communication Emails Can include confirmations, logistical info, pre-work or resources.
190. #DevLearn22 @biancabaumann @tmiket Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding- emails/ Newsletter Emails
191. Design Layouts #DevLearn22 @biancabaumann @tmiket
192. Templates #DevLearn22 @biancabaumann @tmiket
193. MailerLite #DevLearn22 @biancabaumann @tmiket
194. #DevLearn22 @biancabaumann @tmiket Drag & Drop elements
195. #DevLearn22 @biancabaumann @tmiket Click to edit template
196. #DevLearn22 @biancabaumann @tmiket Give your subject line lots of love!
197. #DevLearn22 @biancabaumann @tmiket 48% of emails are opened on a smart phone Don’t Forget Mobile!
198. #DevLearn22 @biancabaumann @tmiket “Reaching the inbox isn't your goal - engaging people is.” Matt Blumberg
199. Best Practices
200. #DevLearn22 @biancabaumann @tmiket 15 Minutes 7.1 Let’s get logged into MailerLite and get our hands on discovering how easy it is to create great looking emails. As we saw earlier, first impressions are super important. So, we’ll start by creating a welcome email.
201. #DevLearn22 @biancabaumann @tmiket Also known as an automated email series a drip campaign sends prewritten messages to a selected group over a specific amount of time. Drip How could you use this type?
202. #DevLearn22 @biancabaumann @tmiket Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding- emails/ Welcome/ Onboarding Campaigns You’ll never have more attention than your initial email. Investing a little time in a great welcome email is worth it to get your relationships off on the right foot.
203. #DevLearn22 @biancabaumann @tmiket Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding- emails/ Email Courses When you produce great content and people actually anticipate seeing it in their inbox, you have a major win. Vero says that course emails have an open rate 80% higher than regular emails, and a 300% higher click-through rate to boot.
204. #DevLearn22 @biancabaumann @tmiket Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding- emails/ Great for Spaced Learning & Reinforcement
205. #DevLearn22 @biancabaumann @tmiket Example Drip Campaign
206. #DevLearn22 @biancabaumann @tmiket How might you use this?
207. #DevLearn22 @biancabaumann @tmiket Adjust to behavior so you can optimize emails for a customized experience. Adaptive How could you use this type?
208. #DevLearn22 @biancabaumann @tmiket Dynamic Content Sending different emails using dynamic content Content changes based: • Learner’s job/role • Action taken
209. #DevLearn22 @biancabaumann @tmiket Sometimes we like to over complicate learning...but this is one of the best examples of learning I’ve seen for a long time. I’m due a password change soon - so my business auto send useful info (#PerformanceSupport). No LMS - No tracking - just simple, easy learning! Nick Lee @N1ckL33
210. Adaptive Example #DevLearn22 @biancabaumann @tmiket
211. #DevLearn22 @biancabaumann @tmiket
212. #DevLearn22 @biancabaumann @tmiket
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214. #DevLearn22 @biancabaumann @tmiket
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216. #DevLearn22 @biancabaumann @tmiket
218. #DevLearn22 @biancabaumann @tmiket 20 Minutes 7.2-7.4 Let’s create additional emails, automation and a landing page.
219. #DevLearn22 @biancabaumann @tmiket Key Takeaways There are three ways to use email: scheduled, drip, and adaptive 1 Use dynamic content to change content based on the recipient’s (contact) information 2 Get started with any of the free email tools and ensure you always tie your emails back to your goals 3
220. #DevLearn22 @biancabaumann @tmiket Measures of Success #DevLearn22 @biancabaumann @tmiket Section 8
221. #DevLearn22 @biancabaumann @tmiket Why Measure? Measurement connects everything and helps us: • Drive alignment right from the start • Establish business measures of success • Guide the development of aligned content • Provide “in-process” measures for continuous improvement • Prove and improve the impact and value of learning
222. #DevLearn22 @biancabaumann @tmiket Measurement Map™️ Training Regimen Squat Press Weight Resting Heart Rate Daily Caloric Intake Hours of Sleep / Night Daily Diet Consecutive Pull-ups Working Heart Rate Reaction Time Weight % Body Fat Range of Motion/Flex Breaths/ Lap 2 (etc.) Strokes/ Lap 2 (etc.) Takeoff Time from Touch Strokes/ Lap 1 Breaths/ Lap 1 Earn Spot on Olympic Team Investment Leading Indicators Business Results Strategic Goals Olympic Gold Medal 200m Freestyle < 1:45 min 200m Butterfly < 1:56 min 400m Medley < 4:15 min 100m Relay < 51.00 min … a causal chain of evidence
223. #DevLearn22 @biancabaumann @tmiket Email Metrics Clickthrough rate Bounce rate List growth rate Sharing/Forwarding rate A/B testing
224. #DevLearn22 @biancabaumann @tmiket Downloads Drop-Offs Shares Comments Likes Trends Mobile vs. Desktop Time of Day
225. #DevLearn22 @biancabaumann @tmiket 5 Minutes 8.1 Go back to your learner journey and goals and identify how you want to measure your campaign’s success.
226. #DevLearn22 @biancabaumann @tmiket Finish That Sentence I learned… I’m beginning to think that… I wonder if… I rediscovered… I was surprised that…
227. Send a letter to your future self! Send a letter to yourself with 1-3 things from today that you want to remember or do: futureme.org #DevLearn22 @biancabaumann @tmiket
228. Our Favorite Marketing Sites #DevLearn22 @biancabaumann @tmiket
229. #DevLearn22 @biancabaumann @tmiket Evaluations in App Use the email address you used to register for the conference. devlearn.com/app