Using Your eLearning Business USP To Gain Conversions
Do you have an instantly recognizable, strong eLearning business USP? Choosing a USP can make or break businesses. The stakes are even higher when operating in competitive markets. And if you're into a niche marketing industry like eLearning, it's vital to leverage your unique selling point and incorporate it into your overall marketing strategy. If you don't know what your USP is or how you can capitalize on it, your eLearning business will be just another fish in the ocean.
Look, in such an oversaturated industry like eLearning, you know very well you're not the only player around. That's why you'll need to differentiate yourself from your competition. And to do so, you can leverage the strategy of promoting your unique selling proposition, or else known as a USP.
Worry not, because in this article I'll talk about unique selling proposition examples and best practices to help your business stand out. After reading my tips, you'll know how to use the unique selling proposition of your eLearning business in your advertisements. Plus, we'll also talk a bit about how you can use your eLearning business USP on your landing pages to increase conversions!
How To Write A Ferociously Strong And Unique USP In The eLearning Industry
A unique eLearning business USP is why customers trust and choose you instead of someone else. Needless to say, it's what powers your sales and marketing efforts.
But what does an eLearning business USP look like?
Simply put, the unique selling proposition of your eLearning business is what makes your service or product different from everyone else in the eLearning market. Best of all, a strong eLearning business USP can help you attract and retain customers. And, of course, it has the power to reduce your client churn. But, to do it right, you need to follow certain unique selling proposition best practices.
Here's how to find your unique selling point and reach the ideal eLearning buyers.
1. Get Inside Your Ideal Customer's Head
So, through my years in marketing, I've seen many strong, unique selling proposition examples, and I've learned what you should consider when trying to create your own USP.
Before you start thinking about the qualities that set your eLearning business apart from other companies in this niche market, you need to know who your perfect customer is.
Identifying your ideal prospect is a process that needs much attention, so you need to consider several things. For example, what your perfect customer really wants and if your eLearning product or service solves their problem(s). Are there any factors that motivate their buying decisions? Most importantly, why do your existing eLearning customers choose your business instead of your competitors?
These questions are crucial to having a better understanding of your business and what it does right, as well as how you can help eLearning buyers even more. The ultimate goal is for you to know exactly who you want to sell to and why.
Don't know who your ideal buyer is yet? You'll love reading these articles:
- Your Ideal Buyer Persona Is Not A Unicorn: 7 Steps To Finding The Right Target Buyers
- Using SEO Competitor Analysis To Identify eLearning Buyer Personas
2. Explain How Your eLearning Business Solves Your Ideal Customers' Problems
No one wants to just buy products. What I mean is consumers want to solve their problems, and that's why they are looking for solutions, from purchasing a reliable set of marketing tools to something much more complex (and it frequently is).
Take the fashion industry, for example. Companies in this space don't just sell clothing. They focus their efforts on selling lifestyle ideals. For instance, talking about glamour, style, confidence, etc. The same goes for eLearning products and services. You have to think about your USP in a problem-solving context. For example, maybe you are offering the best upskilling and reskilling programs. People who are actually looking to solve this problem will decide to choose your eLearning solution. Or perhaps you have one of the top gamification LMS software in the market. You get my point.
You can reach your perfect customer by creating a solid eLearning business USP. Of course, to do so, you have to examine the profile of your target buyer. Then, you can market your eLearning products accordingly. Your main goal should be to show your ideal buyers that you can meet their training needs and solve their problems. Indeed, writing persuasive and compelling copy is essential. But don't forget that you also need to focus on search intent and use the voice of the customer. Also, ensure that your prospective customers understand how their lives will be improved by choosing your products.
At the end of it all, what is it that makes your eLearning business so different that prospective customers should choose you instead of your competitors? Answering these questions will lead you to the bedrock of your eLearning business USP.
3. Make Your eLearning Business Irresistible To Your Ideal Customers
If you have figured out your perfect customer and what problems he is facing, it's time to step up your game. That's when you tell your ideal buyer personas precisely why they must choose your eLearning business instead of the competition.
Nike is a perfect example. There might be many other companies known for selling shoes. Still, Nike has managed to differentiate its brand name from Toms and Zappos, since its prime focus is selling athletic shoes by offering prominent sponsorships to star athletes. So, what is their USP? Nike's USP is that they offer the best-quality shoes for athletes and fitness in general. Their branding, catchy slogan ("Just do it"), and USP helped Nike become a distinguished trademark everyone knows about. Customers associate Nike with innovative technology and high-quality/stylish products. Their marketing efforts are all about the joy and celebration of sports and achieving maximum performance. They also focus on self-empowerment and inspiration.
By following similar USP best practices, you can think of what promise you can make to your ideal customers. Addressing a customer's specific need is crucial to standing out in the eLearning market. But it's not only about what you solve. It's also about creating trust and giving them a promise. Find your eLearning business USP and show them why they can trust you by talking in a way that evokes emotion.
Want to learn more about this?
I've got just the right article for you: Handy Tips To Attract New eLearning Buyers With Emotional Marketing
Ways To Effectively Communicate Your eLearning Business USP
Are you ready to learn how to use your business's unique selling proposition in advertising? Worry not, as I'll explain which steps you must follow for successful implementation.
From personal experience, I can share that making landing pages for each one of your ads is key. So, what this means is that each one of your landing pages must highlight a different benefit of your eLearning business USP. Of course, including a relevant call to action is what will lead to a conversion.
If you are still undeciding on what your USP should be, take a look at how focusing on user personas improves SEO strategy performance and conversions. You'll get plenty of ideas on what your unique selling point should be.
1. Write Killer Ads
When you've nailed down your eLearning business USP, it's time to start using it in your PPC advertisements. Highlighting your USP in your ad copy is not only essential, but it's the differentiator factor that will make your ideal buyers click. Try out various versions and see what works best; also, make sure to use your USP either in the headline or the first line of your ad. In case you decide to feature your USP in the headline, don't forget to make it keyword-rich.
On the other hand, when utilizing it in other places of your ad copy, ensure that you emphasize the benefits of using your eLearning product or service. Please resist the temptation to rave about product features. Most customers care about the benefits and what they have to gain from your solution. Trust me; it's a rookie mistake you want to avoid. Shedding light on the benefits of your eLearning service will place greater value on the emotional payoff. In addition, it will make your product or service more appealing to your eLearning prospects because what they crave is to solve their problems. For example, if you're offering a top compliance training LMS, then compliance must be the primary benefit in your ad.
Please target one highly specific need per ad. Additionally, there are several types of banner ads you can leverage to promote your eLearning business USP. You can try many things to improve your banner ad click-through rate, but attempting to solve all your prospects' problems in a single ad is not a wise strategy. Avoid diluting the strength of your eLearning business and start getting results by focusing on conversion rate optimization.
2. Mention It In Your Landing Pages
After practicing writing a series of compelling popup banners and PPC ads, it's time to turn your attention to your landing pages. By highlighting your eLearning business USP and its benefits to your ideal customers, you're sure to increase conversions.
For example, it's a good idea to create a dedicated landing page that is highly optimized for specific ads. Let's say that your tool is ideal for onboarding. You can reinforce the benefits of using a top onboarding LMS by focusing on the USP in several ways. How?
- Your landing page copy could talk about the cost-effectiveness that an LMS for employee onboarding offers or how managers can evaluate employee skills and aptitude for tasks with reporting and analytics.
- You can reinforce the use of personalized learning paths for new hires and how it helps them start off sooner. Plus, you could even highlight how mobile learning gives flexibility to new hires.
- Including a strong CTA to get prospects to start an LMS free trial is key, but to make them click, you need to provide more info about your LMS solution.
If you want to know more about using your USP in promo activities, you'll enjoy reading my recent article: Why Is Promoting Your Unique Selling Point Important In eLearning Marketing?
Key Takeaway
Surely, I hope that this article managed to demonstrate what makes an effective eLearning business USP. Make sure to research other examples from the worlds of SaaS, eCommerce, and DTC for more ideas. There's a reason already successful brands get it right. So, the best strategy is to follow their lead and discover your own competitive advantage in the eLearning industry.
One thing is certain: by utilizing an eLearning business USP, you'll be able to generate more activity for your SaaS, software, or service, including:
- Increased high-quality traffic
- Better and more productive leads
- Killer landing page metrics
- More conversions
Need some help with all that jazz? Feel free to contact our eLearning marketing experts.
We've got proven strategies to help you find and promote your USP to the right audience.
