Why SEO Is Crucial To LMS Marketing
It’s almost impossible for your Sales team to find a buyer at the exact point in time when they begin searching for a learning platform. 99.9% of the time, they will find you way before you find them! This makes it more important than ever to make it incredibly easy to be found. What does that entail? And how can you set yourself apart from the competition online? Here are some insider secrets to establish a thriving web presence and reach your target audience.
Striking The Right SEO Chord
First and foremost, your website needs to be findable with great SEO and all the right keywords that any buyer would type into a Google search. My personal favorite is, “Best LMS” or “Best Authoring Tool” or whatever it is that you sell. Try to find keywords that are competitive, but not oversaturated. You can also opt for "long-tail" searches, which are multi-word phrases, to avoid casting the net too wide. Instead of trying to appeal to everyone who’s looking for a LMS, attract those who need an “extended enterprise LMS” or “LMS with gamification features.”
Analyzing The Audience
The key here is to understand at a deep level what your prospects do when they start their search for a replacement. Where do they look and who do they ask? To learn this, you have to go out of your way to continually talk to current customers and buyers, which most of us marketers don’t have enough time to do. You’ll learn that many of your customers didn’t find you where you thought, and some of them found your competitors in places where you had no presence. This opens up a big opportunity for you to fill that void, become more findable, and increase your opportunities.
Promoting Your Product Through Software Review Sites
You need a well-maintained presence on every software directory and review site. Some examples that are especially focused on enterprise software are Capterra, Software Advice, TrustRadius, G2Crowd, and GetApp, but there are a lot of them. At last count, there were over 20 that you have to be on. Apart from the traditional search engine approach, many buyers rely on these directories to simplify their vetting process. They can quickly peruse the top products and see what each has to offer. Which gives you the opportunity to promote your Learning Management System in the most favorable light by highlighting your features and value proposition. Here are some of the top directories and enterprise software review sites that cover LMS products:
- eLearning Industry
- Better Buys
- BSOCO
- Business Software
- Capterra
- CMS Critic
- Crowd Reviews
- eLearning Guild
- eLearning List
- Finances Online
- G2Crowd
- GetApp
- LMS.org
- SelectHub
- Serchen
- Siftery
- Social Compare
- Software Insider
- Software Advice
- The Training Place
- Training Industry
- Trust Radius
Staying Active On Social Media
Many potential customers turn to social media when it’s time to research a product or brand. They use sites like Twitter and LinkedIn to read reviews and see what their friends have to say about the software. Thus, it’s crucial to stay active on social media and take the opportunity to engage with your audience. Post updates or tips regularly to build a rapport and establish trust. People are more likely to purchase the product if they have a social media page/group where they can ask questions or share opinions. Plus, you can integrate SEO keywords to further improve your ranking status. However, social media can be a time trap for you. Set firm parameters on how much time you will spend on them.
Launching A Blog
A blog allows you to interact with your audience in long-form. You’re able to ask questions and solicit their feedback, as well as provide valuable resources that build your brand. Not to mention, help consumers get the most from your product. Most importantly, Google search engines love blog posts, so they can help improve your SEO and online visibility. Publish how-to articles, company updates, and white papers that assist current customers and bring new ones into the fold. Also, include calls to action and links to your landing page so that interested readers can learn more.
Don't Forget About Mobile Users
Bear in mind that a large portion of your target audience are on their mobile devices. They’re searching for the best eLearning tool on-the-go, which means that your landing page must be responsive. At the very least, multiplatform-friendly. Make sure your site is fully responsive and avoid tiny hyperlinks or buttons that are difficult to tap.
Never Underestimate The Power Of Word-Of-Mouth Advertising
Lastly, you need to be at conferences, at the top of mind of analysts, and make your customers very, very happy to refer you. Like it or not, there are lot of people who don’t rely on the web for finding products. They go to conferences, talk to analysts, and most importantly, they talk to their peers! If one of those peers already has your product, then I hope he or she is a very happy customer. You can also encourage satisfied customers to leave online reviews or testimonials to spread the word more rapidly.
The bottom line is that you need to know where your buyers look and make sure you’re there. Showcase your unique selling points in the most popular directories. Include keywords to improve your SEO and rank higher than the competition. And don’t overlook the importance of good old-fashioned testimonials and referrals.
To learn more about the things you need to do well in order to thrive in the learning tech market, download the eBook 10 Marketing Strategies That No Learning Tech Vendor Can Live Without.
Related articles:
1. LMS Marketing: Lead Nurturing – Keep A Close Eye On Who Visits Your Website
2. LMS Marketing: Lead Generation – One Great Lead Is All It Takes
3. 6 Ways To Succeed With A Customer-Centric LMS Marketing Strategy
