5 common mistakes to avoid when marketing in-house online training

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Avoid these mistakes when marketing in-house online training

Every time you push a product, you want people to like it. But you also want them to put their money where they say. You want them to go beyond pleasure and payment. This is not quite the case with internal training. In this context, marketing means that your employees take an active interest in it. You want them to register and invest their emotions, and see the course as more than a superficial activity. You want them to care about their training tasks. But how do you attract them and what mistakes should you avoid when marketing in-house online training?

1. Excessive backlinking

At the moment, we all seem to overemphasize the role of backlinks. It’s the only component of the search algorithms that we can control, so we go all out. This obsession with cross-linking has seeped into all areas of content, even when it’s not “live”. So we put a lot of internal backlinks in our online training materials. This applies even more to course material available offline. Internal backlinks allow employee learners to access content without an internet connection. Backlinks can also be used to organize digital reference libraries. They are crucial for JIT scenarios and troubleshooting. However, it is possible to overdo it. Think of the last time that side navigation plunged you into the YouTube abyss. Or when you’ve wasted hours piggybacking on Wikipedia and can’t get back to your original query. The same can happen in online training courses. Balance your backlinks and optimize them with an “open in new tab” feature. This helps you maintain your original focus. Plus, once you’ve opened six tabs, you know it’s time to stop drifting and get back to the main training path.

2. Neglecting social media

Online platforms play a different role in our different lifestyles. For some, it’s a networking tool, both professionally and personally. For others, it’s a way to stay in the global loop and catch up on the latest trends. In any case, we spend hours there every day. For many of us, it is our first gesture upon waking up and the last before falling asleep. As such, we may as well exploit it for good. Create social media-based intra-office training teams. It can be a Telegram channel or a group on Facebook/WhatsApp. The only caveat is to make it interactive. Many of these groups have rangers, who float in the background to judge posts. But for social media to be an effective training tool, everyone needs to participate. Create a quota, setting the minimum number of posts and comments that online learners must make in a day or week. If a particular team member is too quiet, entice them with a direct request. Do this sparingly, otherwise quieter, more introverted colleagues might feel harassed. This feeling of being “intimidated” could double their disinterest and increase their reluctance.

3. Ignore comments

It’s pretty easy to ask for reviews on an online course. You can collect automated analytics, run anonymous surveys, or use pop-up feedback forms. But once you have these comments, you need to apply them to your online course. They may seem unimportant, but if you ask someone’s opinion and then refuse to use or acknowledge it, you lose. The next time you ask, they won’t deliver. Worse still, they may feel rejected and react accordingly, which is bad for online training. To get the most out of user feedback, ask specific questions. Mix the direct approach with open queries. Also use tracking techniques. For example, “When was the last time you logged into the system?” Why not)? What do you (dis)like about this course? What do you want to explore next? This is all data you can apply as you onboard new learners and improve online marketing training internally. Employees see their feedback acted upon, realize their opinions are valued, and become more engaged.

4. Take a passive approach

You post weekly on social media to promote your next course or send out a monthly newsletter to talk about the latest training activities. But it stops there. The key to successful in-house online training marketing is consistency and follow through. Reach out to employees to get their feedback. Invite them to participate in development test runs. Organize live events that give everyone the opportunity to stay up to date and generate more excitement. Your online training isn’t passive, and neither should your marketing.

5. Not involving leadership

Your team leaders casually mention training to their subordinates only when it’s mandatory. They are not involved in the marketing process and they do not play an active role. Thus, you are missing a golden promotional opportunity. Managers, supervisors, and department heads should all be advocates for online training. Organize events, guide your team, recommend resources; it’s all part of the job. You should also provide them with their own support resources. Like closed social media groups, where they can share ideas and experiences with their peers. Learn more about the LMS, personalized learning paths and the moments of need library.

Conclusion

Marketing isn’t just about getting people to pay for things. Sometimes it’s about convincing people to enroll in a course or embrace an idea. Online learning works best when online learners are actively engaged in it. Internal marketing aims to ignite this curiosity and promote active participation. Use backlinks strategically to avoid cognitive overload. Use internal social media groups. Actively seek feedback on training modules and use their responses to improve your internal training marketing strategy.

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