The Top Marketing Tools Nobody in L&D Knows – But Should!

Often in the L&D world, success or failure can hinge on how well you’re able to navigate the challenge of finding the right tools for the job. If you’re smart, you don’t limit yourself to only “learning” tools. There are literally thousands of marketing tools you can “steal” for your L&D needs.

In this session you’ll learn about some top marketing tools and how they can help you create more engaging content easier and more efficiently than you ever thought possible. Marketers are no better than us, but they’ve often got better tools that help them make more dynamic, impactful content. We will start this session by learning about what our marketing friends use to craft attention-grabbing headlines and the amazing copy that lives behind them. During a fun exercise you get to write your own headline and compete for the most points for the best one.

Dealing with content every day also means the burden of managing that content and getting useful data out of it. We’ll share a collection of marketing tools you can use to upgrade your L&D programs from content to managing data and more. Next, we will show you how to create impactful professional videos, interactive websites, and adaptive learning campaigns with marketing tools like Canva, MailerLite, Mindstamp, and more. You’ll see how easy marketing tools can make learning campaigns that adapt to provide unique content based on the actions of the learners. These will really up your L&D game. And everyone wants to be more efficient, right? You’ll learn about some tools that help marketers be the masters of automation so they can cut out the grunt work and allow you to focus on more important things. The best part is, many of these tools are free and you will be able to start using them immediately.

Transcript

1. Marketing Tools Nobody in L&D Knows – But Should! Bianca Baumann & Mike Taylor
2. Enter your new title at headlines.sharethrough.com to get your 'headline score' Proper Lifting Techniques Information Privacy Sexual Harassment Prevention Recruiting a New Employee Rewrite one of these titles
3. 8 of 10 Read Headline 2 of 10 Read the Rest Titles/Headlines Are Important
4. Write great headlines and you’ll have successfully invested 80% of your money. David Ogilvy "Father of Advertising"
5. Marketing Tools Nobody in L&D Knows – But Should! Bianca Baumann & Mike Taylor
6. Bianca Baumann Ardent Learning
7. Mike Taylor Nationwide
8. bit.ly/stealthesetools
9. Why Marketing?
10. Common Goal
11. How to get people's attention and help them think and act in new ways.
12. DIFFERENT DIFFERENT APPROACH APPROACH VERY
13. What's the difference?
14. What's the difference? why do we do it differently?
15. 3Things Marketers Know Most of L&D Doesn't Top
16. The human mind does not run on logic any more than a horse runs on petrol. Rory Sutherland Vice Chairman at Ogilvy UK
17. Speak to the Lizard Brain
18. The first second with your content might matter more than all the seconds that follow... ...if there are any!
19. Make a great 1st impression
20. Anything that doesn’t capture our attention, does not exist.
21. Grab & hold their attention! Never assume you have it!
22. Strategies & Tactics Things You Should Steal From Marketing Tools & Tech
23. Why Marketing? Strategies & Tactics
24. Learner Personas
25. What’s really important to learners?
26. Human Experience Experience should be bottom-up and personal
27. Human Experiance Human Experience Experience should be bottom-up and personal Work/Life Balance Work/Life Balance Work/Life Balance Am I making a difference?
28. Meaning at Work
29. Learner Personas Representation of your typical learner Fictitious character Supports human-centered design 3-5 personas are ideal
30. Learner Personas More aware of your audience Meet learners’ needs based on their preferences Share the right content, at the right time, and at the right place Increase engagement and productivity
31. Gather Information Analye Information Create Personas Interviews (learners, managers, other stakeholders) Observations Use of data Common threads Similarities Trends Excel and PowerPoint Brainstorming in design thinking sessions Confirm with learners Creating Learner Personas
32. Learner Personas Needs See Think & Feel Do Hear Pain Points
35. Tips & Tricks Use personas for larger transformational projects or ongoing programs Have a scribe & interviewer in the room when talking with learners Be sure to capture a diverse audience, including gender neutral personas
36. Align to Your Design Make them come to life by referring to them by their name Ask your questions about them: “What would Apima think?” Remember their personality when you write (tone and voice)
37. Learning Campaigns
38. Event vs Journey
39. Learner Journeys Topic View Curriculum View Learner Journey or Learner Experience View
40. Learner Journeys
41. Marketing Funnel
42. Campaign Example
43. Content Strategy
44. I have too much content. I don’t know how to get organized!
45. Written Content Images Multimedia Content Includes
46. It is like inventory at a grocery
47. Meaningful, engaging and sustainable content Right content, right time, right audience, right place It's about...
48. Which content is: 📁 in high demand? 📁 barely touched? How is content being accessed?
49. No need to reinvent the wheel Content strategy can help you see clearly again and make your life easier
50. Original Ebook 1 eBook 1 infographic 2 whitepapers 1 video 1 guest blog post 15 blog posts 1 SlideShare presentation 3 unique landing pages 3 outbound email campaigns 4 original photos 90+ socials posts
51. 122+ 122+ items items
52. Just putting content onto the LMS and tracking if the learner sat through it isn’t enough anymore.
53. Unforgettable Experiences Dive deeper to understand what content is really valuable
54. Analyze Content Strategy Strategize & plan Create, curate, collaborate Deliver, publish, share Measure Maintain, expire, destroy
55. Content Strategy Plan
56. Tools &Tech
57. Fasten your seatbelts!
58. Titles & Copywriting Go Back to Categories Page
61. Say exactly what you mean wordtune.com AI-generated video from copy coschedule.com/ headline-analyzer makes your writing bold & clear hemingwayapp.com Copywriting Create content 10x faster jasper.ai
62. 21 Top Writing Tools https://renaissancerachel.com/best-ai-writing-tools/
63. Email Marketing
65. Interactive videos & analytics convertkit.com AI-generated video from copy mailchimp.com Spend less time "doing emails," drip.com Email Marketing easy-to-use solutions aweber.com
66. How to choose email marketing software https://zapier.com/blog/how-to-pick-email-app/
67. https://hive.com/blog/best-campaign-management-tools/ 36 Marketing Campaign Tools
68. AI & Interactive Video
71. Interactive videos & analytics mindstamp.io AI-generated video from copy pictory.com Super fast video creation biteable.com Video Tools Interactive videos & analytics mindstamp.io
72. 22 Best Video Marketing Tools https://nealschaffer.com/best-video-marketing-tools/
73. Digital Documents
75. The doc for everyone. coda.io Digital Documents Documents with an impact. craft.do The doc for everyone. gamma.app More than a doc. notion.so
76. Automation & #NoCode
79. Websites from Google sheets spreadsimple.com Automation & NoCode Documents with an impact. craft.do Websites from Google sheets siteoly.com Collaborative data & apps airtable.com
80. 19 Best Automation & NoCode Resources https://nocodelinks.spread.name/
81. Poppins ExtraBold Whew! We made it! I think?
82. Mike's Favorites Canva There isn't much this design tool can't do - super impressive Craft Docs Create amazingly beautiful & functional docs in minutes. MailerLite Engaging, dynamic email campaigns in minutes Luma Create amazing landing pages for your online events. canva.com mailerlite.com craft.do lu.ma
83. Martech 5000
85. Apps & Tools 8000
86. The best way to select tools and technologies is to match important teaching and learning activities to tools that best support them. — Patti Shank
87. Scouting the Best New Tools
88. Which tool will you try & why? Talk with person next to you:
89. Evaluation in the app devlearn.com/app
90. bit.ly/stealthesetools