Digital Marketing for E-learning and Education
eLearning businesses are those which have anything to do with teaching or training delivered electronically. You don’t have to consider yourself part of the education sector, you might just have a new training programme that you’re looking to market – that still counts.
When it comes to eLearning digital marketing, there are particular approaches which can yield success and we act as your outsourced marketing team. We can provide a full suite of both inbound marketing services (email marketing, webinars, social media, eBooks) and outbound marketing services (social media advertising, Google Ads, lead generation outreach campaigns).
As an eLearning digital marketing agency, we have the ideal skill set and experience level to suit these businesses and we discuss all of our services with you thoroughly so you can feel confident about the strategy we’re suggesting. Once that’s established we handle all aspects of implementation, providing you with regular reporting throughout the campaigns.
The average adult in the UK spends 102 minutes each day looking at social media. To be able to advertise in front of a predetermined audience, in a way in which we know will be seen, is an incredibly useful tool.
This is not to say that it is easy. Social advertising is a highly competitive space and miscalculated steps can lead to costly, ineffective campaigns. We are here to act as your guides.
LinkedIn ads: Given that eLearning businesses often offer services related to training and additional education, they usually have a clear target audience. LinkedIn’s ability to find and reach out to particular professionals makes it a very useful tool.
When it comes to LinkedIn ads we can assist you from start to finish, helping you build your desired audience, draft your ads and A/B test to get the most out of your budget.
Facebook/Instagram ads: Facebook and Instagram ads can work in a variety of ways for eLearning businesses. Facebook messenger ads can be very effective in lead generation – allowing your target audience to chat to you directly and ask any questions they might have.
Facebook can also be utilised in eLearning digital marketing for traffic and conversion campaigns, creating buzz around a particular topic and/or driving people to your site. This is perfect for eLearning courses that target a specific audience but don’t have a high search intent, such as a course for cleaners making areas safe during the COVID-19 outbreak.
Our extensive experience with Facebook enables us to offer your business a range of approaches so you can select what is best for your business goals.
If your business is offering an online course which is considered to be ‘essential’ for your customer’s progression (for example, a training course to become a driving instructor or project manager) then Google ads are hugely important.
This is because, put simply, people will almost certainly be searching for these courses on Google. For eLearning products such as helping young people become more self-confident, the approach would be a bit different, as they wouldn’t be searched as much. But when it comes to essential courses, you can’t overlook the might of Google, and we make sure your business gets seen.
Google Search/Display ads: Google ads are split into search ads and display ads. Search ads are what appear at the top of your page when you enter a search, whereas display ads are placed on certain websites across the web from companies that are part of the Google Display Network (GDN).
The effectiveness of those ads will depend on your strategy, keyword research and the ads themselves. With thousands of companies competing for the same space, we make sure you stand out.
Retargeting ads: Google ads are not just to attract new potential clients. Retargeting allows you to display ads with specific messaging to those that have already visited your site, reminding them of your services or potentially offering them certain deals.
With 73% of online transactions being abandoned at the checkout, efficient retargeting is one of the best ways to ensure your marketing work (and spend) isn’t done in vain.
In the B2C market, lead generation campaigns aren’t really feasible. If you’re a company selling socks, you probably wouldn’t email a bunch of people at random asking if they wanted to buy a pair – it would be an inefficient use of time and resource.
However, with the majority of eLearning businesses being B2B, these campaigns can be perfect for digital marketing in eLearning. There is scope for you to identify particular targets, or even particular individuals, and pitch your offering directly to them.
Email outreach: We use a variety of tools to facilitate an email outreach from start to finish, from obtaining contact information to automating messaging, categorising replies and adding potential leads down particular sales funnels.
Sending cold call emails that are engaging, informative and inspiring without being spammy is somewhat a fine art, but one that we are well-practised in.
As with the email outreach previously mentioned, we use a variety of tools to not only warm up your targeted audience before we automatically connect you to them on LinkedIn, but automate and personalise your outreach via LinkedIn messages. We do the busy work so you can reach the most relevant and warm audience within a realistic budget.
Search Engine Optimisation, put most simply, is what allows your website to appear higher in search results. In today’s world, having a great product is rarely good enough. Neither is having a great website. In order to get seen, your site has to play by certain rules.
Fortunately, there are lots of hints, tips and shortcuts we can implement for you that can help your business become the first result on Google.
On-page SEO: On-page SEO refers to everything we can do within the pages of your site to make you more discoverable. This includes features such as keyword analysis, meta tagging, page structure optimisation and more.
Off-page SEO: Off-page SEO describes actions taken outside your own site which improves its ranking. This involves techniques such as link building, guest blogging, social media marketing and more.
eLearning products and services will often require a certain amount of explanation and, funnily enough, “education”. Your company is not selling a scarf, which the customer can decide whether they like or not relatively quickly.
Customers of eLearning courses need to know the content of the courses and what benefit they can bring. Email marketing allows you to send them a steady stream of resources which allow you to do just that. Perhaps they gave you their email to sign up for a webinar. If they attended the webinar, you might want to send them an eBook with more information. If they did not, send them the recording of the webinar – and then the eBook! The emails you send them could depend on whether or not they opened your last email, or even what they clicked on within that email.
Crucially, all of this is completely automated. We write and organise the emails for you and have them sent at predetermined times based on certain actions. This also enables us to see what works and what doesn’t and optimise as we go, allowing you to nurture your leads in the most effective way possible.