Knowledge is the most sought-after asset a company can offer its clients. End users crave the deep understanding and truth that they’ll find when seeking a solution or offering to solve a problem. It’s the essence of what builds trust and establishes relationships, and it’s what makes your company and offers unique and valuable.
It’s true that the challenge of constantly offering something new or different to your customers can put a heavy burden on your marketing process, taxing resources, funding and manpower time. But keep in mind that you may have untapped tools and talent in your organization that can help deliver new offerings to your customers.
This is where e-learning comes in. I refer to it as "knowledge marketing," which leverages online course formats as the mechanism to share your expertise and in-house knowledge – and can attract new prospects and customers.
Here's how it works
Almost every organization has subject experts and various areas of technical expertise that underly the innovations and solutions they offer. If you tap that expertise and manage existing resource material or content – like white papers, application notes, presentations, articles or interviews – it's possible to convert these into mini-learning modules delivered quickly and easily via a web-based platform.
Using engaging tools and design will create an experience that captures attention and helps to deliver your message or content. The best part? Providing this via an online platform or learning management system (LMS), allows your company to capture information on users, so you can track activity, interest, and potential opportunities.
What results can you expect?
Knowledge and the desire for it is a dynamic, human interacting element. If you offer valuable, informative content and remove the marketing pitch, you’d be amazed how people will gravitate to read it and are willing to share their information to get access.
Offering online courses is a way to gather data on your users and their interests. The insights gained from watching activity inside an LMS helps you to track needs and interests and to better communicate with users moving forward.
Keep in mind that there’s something different about what you’re delivering. It’s not content that talks about product or brand. Rather, it’s about the theories, standards, and technology that make the services or products you sell so unique. Giving users the ability to learn, seek knowledge, and become more savvy in their decisions helps to build a trusted relationship. And, if you’re willing to give this content away, the return on investment is paid in spades.
This is the highest level of confidence you can convey in what your company expertise may be and is one way to outshine your competition. Of course, sharing such knowledge doesn’t mean someone will run out tomorrow and create the exact offering you’ve invested in, but it will show the customer that you have solidified a “thought leadership” position in your market – and aren’t afraid to share the underlying thinking used to develop those solutions.
While offering online courses isn’t something that a company ventures into lightly, making the investment will help to establish real, differentiating value – with the very customer you seek.