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The secret to marketing eLearning

Learning NewsCharity Learning Consortium

Martin Baker, CEO of the Charity Learning Consortium, shares his top marketing tips to engage learners.

Martin Baker, founder and CEO of the Charity Learning Consortium
Martin Baker, founder and CEO of the Charity Learning Consortium 

Martin Baker, founder and CEO of the Charity Learning Consortium has shared his top marketing tips in his latest blog. He often refers to this in presentations as his Fairy Liquid model of marketing.

He uses Fairy Liquid as an example, he says, to get L&D professionals to think about their courses and resources as a product they are marketing. So what will tempt learners to engage?

The three things, he says, to focus on in terms of marketing learning and development are:

  • Advertising repeatedly so learners are reminded about what is on offer

  • Answer the ‘So what?’ question and focus on what’s in it for the learner

  • Make access to courses and resources as easy and frictionless as possible

Putting the learner at the forefront of marketing messages and selling the benefits of what’s on offer is vital, he says.

“Make your purpose really clear,” he says “Rather than advertising eLearning, use messages that explain that your online resources can help people work smarter, faster, better. Who wouldn’t be interested in that? Better skills may also help them progress in their careers. Think about your learning and resources as a product and sell the benefits.”

The full blog is available on the Charity Learning website and it is also available to download as a PDF

A little video packed with practical tips to help engage your learners. Margarita (Palmer-) Stanelik is the Learning and Development Advisor at the University of Southampton Students’ Union and a member of the Charity Learning Consortium.