Continuing the new blog series by MicroLearn’s Creative Director, Ali Soper, focused on effectively marketing your learning initiatives to maximise learner engagement and return on investment, this post explores how to identify your audience, so you can successfully target their specific needs and wants.
An essential element of any marketing plan is understanding who you are targeting, their demographic and expectations as this information will help you to better promote and drive your learning strategy, as you adjust your approach accordingly.
For example, if you were teaching customer service to shop assistants and traffic wardens, you would change your approach for each group to achieve the best results, as they each have different needs to meet.
But how can this be achieved?
Who are you Trying to Reach?
Well the first step of any successful campaign is to think about who you are trying to reach by asking yourself;
- What is the demographic of your teams?
- What makes them get up in the morning?
- Why do they do what they do?
- Where are they positioned within the organisation?
- Do they all work from the same location?
- What environment do they operate in?
These questions are essential as it’s only when you understand the background of your target audience, for example their job role, age, length of service etc, that you’ll be able to market your learning initiatives, as the answers will influence both the message you share and the way in which you implement your plan.
What Motivates Your Audience?
Don’t assume that one approach will work for everyone though, especially when you have a diverse team made up of both in office and remote workers.
Take time to consider what motivates your target audience, what will reach them and what makes them tick.
If you have an idea for internal marketing or for the learning strategy itself, don’t go in blindfolded! Instead, ask your target audience what they think as they’re a fantastic soundboard for working out what will be most successful among the team.
What Approach Should You Take?
Once you understand who your target audience is and what motivates them, you can use this knowledge to determine the approach you’ll take to market your learning initiatives.
Perhaps, the best approach would be to reach your staff through a series of creative emails, regular newsletters, in-office posters or perhaps a social media campaign would be most effective?
Understanding the medium that will best convey your message is essential for ensuring a successful campaign, although to ensure the message is reinforced, it’s also important to vary the approach from time to time.
Always Ask for Feedback
Finally, don’t rest on your laurels, once the campaign has begun make sure you get involved and ask lots of open-ended questions to gauge how both the marketing and initiatives are being received.
Remember, if you ask closed questions, such as whether they like receiving emails, you’ll likely get simple yes/no responses – instead, ask them what they think and why.
To learn more about asking effective questions, check out this infographic all about the art of questioning, which explores the six key types of questions recommended for use in both your personal and professional lives.
Don’t forget to revisit the previous blogs in this series, which look at positive impact of creating a marketing plan for your team and the need to set SMART (Specific, Measurable, Achievable, Realistic & Time) goals to help you execute your internal campaign with flying colours.