This is how we do it……….
One of the biggest challenges of today is letting the world know how great your product or content is and actually getting those individuals to use said service or engage with your resources.
I always tell those around me that you can build the best product or (in my industry) the greatest learning resource known to existence, but unless you actually tell people about this and make them care, then it’s worthless.
Too many times I’ve seen great learning solutions or new modules that have been made with blood, sweat and tears for months on end fall by the wayside due to poor communication and engagement.
You’ve poured your soul into creating something and no one gives a damn and you know what? Why should they? Did you actually tell your audience what it is you’ve created and why it should be important to them too?.
So now we’ve set the scene, what can we do about this? How do we get our audience excited and engaged with our creation?.
Tell real stories through real people
Identify and build a network of people who can be champions of your creation, people who can influence different communities in your organisation through the power of their own experiences.
Yes you can send out an email, build a fancy print media campaign and blah blah blah, but really what you need is to create that human connection. There’s no better way of doing this then by using real people to endorse and support your creation, to tell their stories and experiences to others about why your creation is the best thing since the iPhone was invented.
Building a network of influencers might sound like a social media only buzzword, but I assure you it’s a powerful and often under-utilised marketing tool. One of the main drivers behind all humans is to not miss out on what others are doing and not be out of the crowd. If you have a group of people influencing your audience and creating the buzz, more followers will join.
You can look at your influencers group as your own little mini marketing team as I do. They take your message, spread the word and make people feel like they too need to be using whatever new product or resource you’ve just released.
Think about all the people you follow on Instagram, YouTube or any other social media platform. How many times have you made a purchase or took part in something due to their direct influence in them bringing this to your attention – I bet it’s a least a few, as I have too.
Next time you release your new shiny learning tool, resource or whatever you have, think about how you can market this to your audience with the biggest impact. Consider if you too can design an appealing narrative and create an army of influencers to communicate this through real people with real stories.
Getting people to endorse and support your creations can go along way in getting more followers. I mean think about the tools or resources that you use in your personal life, I bet at some point someone told you a tale about how this product/tool/content changed their life.
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