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Using the Marketing Playbook to Score Better L&D Results

Mike Taylor
October 24, 2022

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!

Mike Taylor

October 24, 2022
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Transcript

  1. Using the
    Marketing
    Playbook to
    Score Better
    L&D Results
    Bianca Baumann & Mike Taylor

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  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

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  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

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  4. Why
    Marketing?
    #DevLearn22 @biancabaumann @tmiket
    Section 1

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  5. #DevLearn22 @biancabaumann @tmiket
    What do you wish you
    could steal from the
    marketing department?

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  6. #DevLearn22 @biancabaumann @tmiket
    WHY
    MARKETING?

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  7. #DevLearn22 @biancabaumann @tmiket
    L&D and Marketing
    share a common goal

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  8. #DevLearn22 @biancabaumann @tmiket
    How to get people's attention and help
    them think and act in new ways.

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  9. DIFFERENT
    APPROACHES

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  10. #DevLearn22 @biancabaumann @tmiket
    How L&D sells hamburgers

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  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

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  12. #DevLearn22 @biancabaumann @tmiket
    How marketers sell hamburgers

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  13. #DevLearn22 @biancabaumann @tmiket

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  14. #DevLearn22 @biancabaumann @tmiket
    What is the difference?
    Why do we do it differently?

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  15. Things
    Marketers
    Know
    most of L&D doesn’t

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  16. Marketers speak to
    the Lizard Brain
    1

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  17. #DevLearn22 @biancabaumann @tmiket
    CONSCIOUS
    ___________________________
    LOGICAL
    2 Types of Thinking

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  18. #DevLearn22 @biancabaumann @tmiket
    CONSCIOUS
    ___________________________
    LOGICAL
    SUBCONSCIOUS
    ____________________________________
    EMOTIONAL
    2 Types of Thinking

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  19. #DevLearn22 @biancabaumann @tmiket
    How much human behavior is driven by the
    CONSCIOUS MIND?
    0-100%

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  20. #DevLearn22 @biancabaumann @tmiket
    >95%
    of brain activity is
    SUBCONCIOUS
    http://www.lifetrainings.com/Your-unconscious-mind-is-running-you-life.html

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  21. #DevLearn22 @biancabaumann @tmiket
    Neocortex
    Higher-order thinking
    Limbic System
    Emotions
    Brain Stem
    Survival

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  22. #DevLearn22 @biancabaumann @tmiket
    Limbic System
    Emotions
    Brain Stem
    Survival
    LIZARD BRAIN
    +
    subconscious

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  23. #DevLearn22 @biancabaumann @tmiket
    CONSCIOUS
    ___________________________
    LOGICAL
    Newer
    Weaker
    Tires easily
    Not automatic
    40
    bits of data per second

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  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

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  25. #DevLearn22 @biancabaumann @tmiket
    Not
    bad,
    eh?!

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  26. SUBCONSCIOUS MIND
    #DevLearn22 @biancabaumann @tmiket

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  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

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  28. most are acquired by time we are
    6 YEARS OLD
    #DevLearn22 @biancabaumann @tmiket

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  29. WHOA!
    #DevLearn22 @biancabaumann @tmiket

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  30. How would you
    design differently
    for a 6-year-old?
    #DevLearn22 @biancabaumann @tmiket

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  31. Which of those things
    do you NOT like?
    #DevLearn22 @biancabaumann @tmiket

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  32. Marketers leverage
    the way our brains operate
    #DevLearn22 @biancabaumann @tmiket

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  33. Living in this world…
    #DevLearn22 @biancabaumann @tmiket

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  34. …with this brain
    #DevLearn22 @biancabaumann @tmiket

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  35. Marketers know the
    importance of
    first impressions
    2
    #DevLearn22 @biancabaumann @tmiket

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  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

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  37. Our automatic, subconscious
    reaction to a design influences
    how we perceive its relevance,
    credibility, and even usability.
    #DevLearn22 @biancabaumann @tmiket

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  38. Our unconscious mind can form
    likes or dislikes before the
    conscious mind even knows what
    is being responded to.
    #DevLearn22 @biancabaumann @tmiket

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  39. MILLISECONDS
    #DevLearn22 @biancabaumann @tmiket

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  40. MILLISECONDS
    #DevLearn22 @biancabaumann @tmiket

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  41. Marketers know that
    nobody pays attention.
    3

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  42. Did you catch
    all those
    changes?
    #DevLearn22 @biancabaumann @tmiket

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  43. 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

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  44. Important visual
    information can get
    overlooked.
    That’s a gorilla!
    #DevLearn22 @biancabaumann @tmiket

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  45. WITHOUT INITIAL ATTENTION
    NOTHING ELSE MATTERS
    #DevLearn22 @biancabaumann @tmiket

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  46. What does the
    lizard brain notice?
    #DevLearn22 @biancabaumann @tmiket

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  47. Can I eat it?
    Can I have sex with it?
    Will it kill me?
    #DevLearn22 @biancabaumann @tmiket

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  48. Benefits?
    Enjoyable?
    Consequences?
    #DevLearn22 @biancabaumann @tmiket

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  49. NEWS FLASH!!!!
    #DevLearn22 @biancabaumann @tmiket

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  50. #DevLearn22 @biancabaumann @tmiket
    Nobody wants to
    read your sh*t!

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  51. #DevLearn22 @biancabaumann @tmiket
    Nobody wants to
    read your sh*t!
    Don’t take it personally…
    nobody wants to read anything.

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  52. #DevLearn22 @biancabaumann @tmiket

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  53. #DevLearn22 @biancabaumann @tmiket
    1. Streamline your message
    Focus it and pare it down to its simplest,
    clearest, easiest-to-understand form.

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  54. #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.

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  55. #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.

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  56. #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!

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  57. STREAMLINED VISUAL
    EMOTIONAL
    #DevLearn22 @biancabaumann @tmiket

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  58. Things To
    Steal from
    Marketing

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  59. Speak to the
    Lizard Brain

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  60. 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

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  61. Make a great
    1st impression
    #DevLearn22 @biancabaumann @tmiket

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  62. The first second with
    your content might
    matter more than all
    the seconds that follow.
    (if there are any)
    #DevLearn22 @biancabaumann @tmiket

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  63. Grab & hold
    their attention!
    (never assume you have it)
    #DevLearn22 @biancabaumann @tmiket

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  64. Anything that
    doesn’t capture
    our attention,
    does not exist.
    #DevLearn22 @biancabaumann @tmiket

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  65. #DevLearn22 @biancabaumann @tmiket
    Finish That Sentence
    I learned…
    I’m beginning to think that…
    I wonder if…
    I rediscovered…
    I was surprised that…

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  66. Learner
    Personas
    #DevLearn22 @biancabaumann @tmiket
    Section 2

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  67. #DevLearn22 @biancabaumann @tmiket
    What’s really
    important to
    learners?

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  68. #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

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  69. #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”

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  70. #DevLearn22 @biancabaumann @tmiket
    Meaning at Work
    MEANING
    AT WORK
    WORK
    Worker
    Work
    Environment
    Impact on
    Aspirations

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  71. #DevLearn22 @biancabaumann @tmiket
    Learner
    Personas
    • Representation of your typical
    learner
    • Fictitious character
    • Supports human-centered
    design
    • 3-5 personas are ideal

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  72. #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

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  73. #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

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  74. #DevLearn22 @biancabaumann @tmiket
    85
    PAIN POINTS
    NEEDS SEE
    DO
    THINK & FEEL
    HEAR

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  75. #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

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  76. #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?

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  77. #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?

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  78. #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?

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  79. #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

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  80. #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)

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  81. #DevLearn22 @biancabaumann @tmiket
    2.2
    Create one learner persona that
    would be part of the training
    initiative you thought about
    earlier.
    20 Minutes

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  82. #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

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  83. #DevLearn22 @biancabaumann @tmiket
    Finish That Sentence
    I learned…
    I’m beginning to think that…
    I wonder if…
    I rediscovered…
    I was surprised that…

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  84. Learning
    Campaigns
    Section 3
    #DevLearn22 @biancabaumann @tmiket

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  85. #DevLearn22 @biancabaumann @tmiket
    What are some of
    your favorite
    campaigns and why?

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  86. #DevLearn22 @biancabaumann @tmiket
    98

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  87. #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

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  88. #DevLearn22 @biancabaumann @tmiket
    Learner Journeys

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  89. #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

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  90. #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

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  91. #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

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  92. #DevLearn22 @biancabaumann @tmiket
    Learner Journey Template

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  93. #DevLearn22 @biancabaumann @tmiket
    Learner Journey Example

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  94. #DevLearn22 @biancabaumann @tmiket
    Marketing Funnel

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  95. #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

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  96. #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

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  97. #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

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  98. #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

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  99. #DevLearn22 @biancabaumann @tmiket
    Finish That Sentence
    I learned…
    I’m beginning to think that…
    I wonder if…
    I rediscovered…
    I was surprised that…

    View full-size slide

  100. Writing
    Great
    Titles &
    Copy
    #DevLearn22 @biancabaumann @tmiket
    Section 4

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  101. #DevLearn22 @biancabaumann @tmiket
    Promotion
    starts with
    strong copy

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  102. #DevLearn22 @biancabaumann @tmiket

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  103. #DevLearn22 @biancabaumann @tmiket
    “IF YOU CAN’T EXPLAIN IT SIMPLY,
    YOU DON’T UNDERSTAND IT WELL.”
    - Albert Einstein

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  104. #DevLearn22 @biancabaumann @tmiket
    What do you think
    makes good copy?

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  105. #DevLearn22 @biancabaumann @tmiket
    If this transition has been an
    enjoyable experience, we would
    greatly appreciate your unbiased
    feedback for us on Amazon…

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  106. #DevLearn22 @biancabaumann @tmiket
    can’t skim
    call to action is buried
    confusing and
    jargon-y
    link isn’t clickable

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  107. #DevLearn22 @biancabaumann @tmiket
    SERVE IT UP

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  108. #DevLearn22 @biancabaumann @tmiket
    just wanted to check
    in
    “less than 30 seconds”
    If you think
    we’ve done a good job…
    whitespace

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  109. #DevLearn22 @biancabaumann @tmiket
    Your audience response
    may depend more on
    YOU!

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  110. #DevLearn22 @biancabaumann @tmiket

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  111. #DevLearn22 @biancabaumann @tmiket
    Apps That Make Your Life Easier

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  112. #DevLearn22 @biancabaumann @tmiket
    AI Writing Assistants

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  113. #DevLearn22 @biancabaumann @tmiket
    8 of 10
    people will read
    headline copy
    2 of 10
    people will read
    the rest
    TITLES/
    HEADLINES ARE
    IMPORTANT

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  114. Obsess over it!
    #DevLearn22 @biancabaumann @tmiket

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  115. Headline Helpers
    https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/
    #DevLearn22 @biancabaumann @tmiket

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  116. Coschedule https://coschedule.com/headline-analyzer
    #DevLearn22 @biancabaumann @tmiket

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  117. Sharethrough https://headlines.sharethrough.com/
    #DevLearn22 @biancabaumann @tmiket

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  118. #DevLearn22 @biancabaumann @tmiket
    4.1
    Let’s practice writing
    some attention-
    grabbing titles.
    10 Minutes

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  119. #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

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  120. The Power
    of Visuals
    #DevLearn22 @biancabaumann @tmiket
    Section 5

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  121. #DevLearn22 @biancabaumann @tmiket
    Promotion
    needs
    meaningful
    visuals

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  122. #DevLearn22 @biancabaumann @tmiket
    Attention-Driven Design

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  123. #DevLearn22 @biancabaumann @tmiket
    REDUCE
    visual complexity
    +
    ENHANCE
    comprehension

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  124. #DevLearn22 @biancabaumann @tmiket
    • Create meaning
    efficiently &
    effectively

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  125. #DevLearn22 @biancabaumann @tmiket
    Letting visuals carry the story
    forward is a great way to grasp at
    the emotions of somebody…

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  126. #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

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  127. #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

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  128. #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

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  129. #DevLearn22 @biancabaumann @tmiket
    killervisualstrategies.com

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  130. #DevLearn22 @biancabaumann @tmiket
    eLearning and The Science of Instruction (Clark & Mayer)
    Our brains are wired for visuals

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  131. #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

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  132. #DevLearn22 @biancabaumann @tmiket
    91%
    of consumers now prefer
    interactive & visual content

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  133. #DevLearn22 @biancabaumann @tmiket
    People can follow instructions
    323%
    better when visuals are used
    https://link.springer.com/article/10.1007%2FBF02765184

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  134. #DevLearn22 @biancabaumann @tmiket
    information transmitted
    to the brain is
    VISUAL
    90%

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  135. #DevLearn22 @biancabaumann @tmiket
    MUCH
    FASTER THAN TEXT
    OUR BRAINS PROCESS VISUALS

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  136. #DevLearn22 @biancabaumann @tmiket
    Ready for a quick
    TEST?

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  137. #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.

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  138. #DevLearn22 @biancabaumann @tmiket
    GET IT?

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  139. #DevLearn22 @biancabaumann @tmiket

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  140. #DevLearn22 @biancabaumann @tmiket
    GOT IT!

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  141. LOOKS
    MATTER!
    #DevLearn22 @biancabaumann @tmiket

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  142. #DevLearn22 @biancabaumann @tmiket
    CREDIBILITY?
    http://credibility.stanford.edu/

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  143. Our automatic, subconscious
    reaction to a design influences
    how we perceive its relevance,
    credibility, and even usability.
    #DevLearn22 @biancabaumann @tmiket

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  144. #DevLearn22 @biancabaumann @tmiket
    First impressions…
    % DESIGN
    RELATED

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  145. There is no such
    thing as no design.
    #DevLearn22 @biancabaumann @tmiket

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  146. The alternative to
    good design is
    always bad design.
    Adam Judge
    #DevLearn22 @biancabaumann @tmiket

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  147. is a smart investment
    #DevLearn22 @biancabaumann @tmiket

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  148. #DevLearn22 @biancabaumann @tmiket

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  149. Movement
    Human
    Faces
    Stories
    There’s a Special Part of the Brain
    Just for Recognizing Faces
    Nancy Kanwisher (1997)
    #DevLearn22 @biancabaumann @tmiket

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  150. #DevLearn22 @biancabaumann @tmiket
    https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm

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  151. #DevLearn22 @biancabaumann @tmiket
    https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm

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  152. #DevLearn22 @biancabaumann @tmiket
    But I’m not a
    graphic designer!

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  153. #DevLearn22 @biancabaumann @tmiket
    Create
    amazing
    visuals.
    (even if you’re not a designer )

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  154. #DevLearn22 @biancabaumann @tmiket
    Empowering the world to design

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  155. #DevLearn22 @biancabaumann @tmiket
    5.1
    Let’s see how easy it
    can be to create
    stunning visuals
    10 Minutes

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  156. #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

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  157. #DevLearn22 @biancabaumann @tmiket
    Finish That Sentence
    I learned…
    I’m beginning to think that…
    I wonder if…
    I rediscovered…
    I was surprised that…

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  158. Repurposing
    Content for
    Campaigns
    #DevLearn22 @biancabaumann @tmiket
    Section 6

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  159. “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

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  160. Why Repurpose Content?
    #DevLearn22 @biancabaumann @tmiket
    Improve
    Visibility
    Reinforce
    Message
    New
    Audiences

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  161. #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

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  162. #DevLearn22 @biancabaumann @tmiket
    113 Types of Marketing Content
    https://coschedule.com/content-marketing/types-of-content

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  163. #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 ______________________

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  164. #DevLearn22 @biancabaumann @tmiket
    Marketing Makeover

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  165. #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

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  166. #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

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  167. #DevLearn22 @biancabaumann @tmiket
    6.1
    Consider how you might
    repurpose existing
    content.
    6.2
    Brainstorm promotional
    elements. Pick your top 3
    ideas.
    15 Minutes

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  168. #DevLearn22 @biancabaumann @tmiket
    Finish That Sentence
    I learned…
    I’m beginning to think that…
    I wonder if…
    I rediscovered…
    I was surprised that…

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  169. Automated Email
    Campaigns
    #DevLearn22 @biancabaumann @tmiket
    Section 7

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  170. #DevLearn22 @biancabaumann @tmiket
    Email?
    Seriously?!

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  171. #DevLearn22 @biancabaumann @tmiket
    More people use
    email than any social
    media platform

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  172. #DevLearn22 @biancabaumann @tmiket
    Email has an ability
    many channels don’t:
    creating valuable, personal
    touches – at scale

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  173. #DevLearn22 @biancabaumann @tmiket
    99%
    check their email
    every single day

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  174. #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

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  175. #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

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  176. #DevLearn22 @biancabaumann @tmiket
    ←Think this
    ↓ Not this

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  177. 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.

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  178. #DevLearn22 @biancabaumann @tmiket
    GDPR & Can Spam

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  179. Email
    Marketing
    Tools
    Drip, Sendloop, Customer.io, BombBomb, Vision6,
    Quickmail, Vero, ConvertKit, Gumroad, and Knowtify.
    #DevLearn22 @biancabaumann @tmiket

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  180. #DevLearn22 @biancabaumann @tmiket

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  181. #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.

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  182. #DevLearn22 @biancabaumann @tmiket
    Drip
    Three Ways
    to Use Them
    These options put you in
    control of who gets what
    and when.
    Scheduled
    Adaptive

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  183. #DevLearn22 @biancabaumann @tmiket
    Save time by
    scheduling emails to
    coordinate with a
    specific date and time.
    Scheduled
    How could you use this type?

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  184. #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.

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  185. #DevLearn22 @biancabaumann @tmiket
    Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
    emails/
    Newsletter
    Emails

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  186. Design Layouts
    #DevLearn22 @biancabaumann @tmiket

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  187. Templates
    #DevLearn22 @biancabaumann @tmiket

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  188. MailerLite
    #DevLearn22 @biancabaumann @tmiket

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  189. #DevLearn22 @biancabaumann @tmiket
    Drag & Drop
    elements

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  190. #DevLearn22 @biancabaumann @tmiket
    Click to edit template

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  191. #DevLearn22 @biancabaumann @tmiket
    Give your subject line
    lots of love!

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  192. #DevLearn22 @biancabaumann @tmiket
    48%
    of emails are opened
    on a smart phone
    Don’t Forget Mobile!

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  193. #DevLearn22 @biancabaumann @tmiket
    “Reaching the inbox
    isn't your goal -
    engaging people is.”
    Matt Blumberg

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  194. Best Practices

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  195. #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.

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  196. #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?

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  197. #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.

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  198. #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.

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  199. #DevLearn22 @biancabaumann @tmiket
    Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
    emails/
    Great for Spaced
    Learning &
    Reinforcement

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  200. #DevLearn22 @biancabaumann @tmiket
    Example Drip Campaign

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  201. #DevLearn22 @biancabaumann @tmiket
    How might
    you use this?

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  202. #DevLearn22 @biancabaumann @tmiket
    Adjust to behavior so
    you can optimize emails
    for a customized
    experience.
    Adaptive
    How could you use this type?

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  203. #DevLearn22 @biancabaumann @tmiket
    Dynamic Content
    Sending different emails using
    dynamic content
    Content changes based:
    • Learner’s job/role
    • Action taken

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  204. #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

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  205. Adaptive
    Example
    #DevLearn22 @biancabaumann @tmiket

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  206. #DevLearn22 @biancabaumann @tmiket

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  207. #DevLearn22 @biancabaumann @tmiket

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  208. #DevLearn22 @biancabaumann @tmiket

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  209. #DevLearn22 @biancabaumann @tmiket

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  210. #DevLearn22 @biancabaumann @tmiket

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  211. #DevLearn22 @biancabaumann @tmiket

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  212. #DevLearn22 @biancabaumann @tmiket
    20 Minutes
    7.2-7.4
    Let’s create additional emails,
    automation and a landing
    page.

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  213. #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

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  214. #DevLearn22 @biancabaumann @tmiket
    Measures of
    Success
    #DevLearn22 @biancabaumann @tmiket
    Section 8

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  215. #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

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  216. #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

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  217. #DevLearn22 @biancabaumann @tmiket
    Email Metrics
    Clickthrough rate
    Bounce rate
    List growth rate
    Sharing/Forwarding rate
    A/B testing

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  218. #DevLearn22 @biancabaumann @tmiket
    Downloads Drop-Offs Shares
    Comments Likes Trends
    Mobile vs. Desktop
    Time of Day

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  219. #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.

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  220. #DevLearn22 @biancabaumann @tmiket
    Finish That Sentence
    I learned…
    I’m beginning to think that…
    I wonder if…
    I rediscovered…
    I was surprised that…

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  221. 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

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  222. Our Favorite Marketing Sites
    #DevLearn22 @biancabaumann @tmiket

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  223. #DevLearn22 @biancabaumann @tmiket
    Evaluations
    in App
    Use the email address you used
    to register for the conference.
    devlearn.com/app

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