Many organizations use their employee training software to track engagement and monitor performance. These analytics help companies develop more effective learning and development resources; however, there’s much more value that can be unlocked in the metrics.
In the next four years, eLearning technology will grow at a remarkable rate, with the market expected to exceed $243 billion worldwide. The organizations that will make the most of this rapidly advancing technology are those that tap into the systems reporting features beyond their intended use. Accessing this valuable data can steer you into new areas of your market and fresh demographics.
As a marketing tool, learning management system metrics can help you expand your reach and improve your profit margin. If you know what to look for, analytics from eLearning courses can reveal untapped audiences, ideal customers, and buyer insights missing from previous marketing campaigns. To refine your marketing strategy and explore new demographics, look no further than your LMS.
The Hidden Marketing Muscle of the LMS
Big data, which encompasses everything from social media stats to survey results, provides
valuable audience research for your marketing efforts. There is a goldmine of big data at your fingertips, and that’s your employee training software.
Organizations often fail to capitalize on this data because they either don’t know it’s available to them or they don’t think about how to pivot that knowledge for marketing purposes.
First, look to the metrics to identify new demographics that can benefit from your product or service. You can glean a lot of insight from your course users. Metrics can show you consumer pain points and buyer behaviors. The feedback can illuminate why consumers need your products and services. Finally, if you sell your eLearning courses as an extended enterprise LMS, harness big data for additional benefits, such as finding potential candidates for job openings.
Overlooking accessible big data in employee training software limits the potential of your
marketing strategy, diminishing your return on investment. Keep your eye out for these four ways you can harness LMS data to gain crucial information that can drive your marketing efforts in new directions.
1. Analyze learner evaluation ratings to narrow down demographics.
LMS platforms let learners evaluate courses based on their expectations, needs, and goals. By accessing this feedback, you can tap into the motivations and mindsets of different groups of people so you can develop targeted marketing messaging. You might even find a new demographic for a particular product or service. For example, if an eLearning company found that users were expecting more advanced techniques from its basic negotiation skills course, it should pivot marketing of that course to the novice sales skill demographic.
2. Create targeted buyer profiles with the help of LMS metrics.
Employee training software metrics allow you to create targeted buyer personas. Exploring every facet of the online training experience — from progress rates to assessment scores — provides you with a more holistic overview of user traits, behaviors, motivations, and sticking points. This gives you all the data you need to find similarities and develop personas that drive your effective external marketing.
3. Evaluate post-course surveys to identify unique selling points.
Use your LMS survey results to determine which USPs you’re overlooking and how these
benefits can bring in new demographics. Dig deep into the feedback from your course for
valuable perspectives about your company and what you offer. Find comments that speak to what’s unique about your business. Use these USPs to craft more compelling messaging.
4. Identify common traits and goals based on assigned LMS roles.
Many systems feature built-in role assignments that allow you to divide your team into distinct groups. You can use these assigned LMS roles to identify shared traits and goals across different segments to pinpoint crossover demographics. Use this to market to a wider audience. For example, metrics might show that your customer service staff and your sales employees value similar benefits, so you can develop a promotion that appeals to both.
Big data is clearly valuable — but only if you know how to collect, organize, and analyze it. It’s essential to start by determining what data aligns with marketing goals that support your growth. And LMS metrics supply great insights with exponential benefits.
Evaluate your employee training software with specific marketing objectives in mind. This allows you to sort through all the information to spot trends and determine demographics that will help you shore up your current promotional strategy.
About Christopher Pappas
Christopher Pappas is the founder of eLearning Industry, the largest online community of eLearning professionals in the world. Christopher established the company as a safe online community for eLearning professionals and instructional designers to connect and share their knowledge. Christopher holds an MBA and a Master of Education from Bowling Green State University. Connect with him on Twitter.