How to Market a Training Company

Training companies who sell training that is mandatory for their target market, such as safety, food handling and healthcare, cannot get too complacent just because their customers need to keep their compliance up to date. There is plenty of competition in the training market, and new players spring up all the time. So a concerted marketing effort is needed, both for market leaders looking to stay ahead of the pack and for new entrants looking to gain traction.

Word of mouth is not enough to maintain an established training company’s market position or grow a new entrant’s market share. A sustained content marketing program, supported by the intelligent use of social media, is essential to keep your company’s training offer alive in the minds of your target audience.

What is Content?

It can include a weekly blog, case studies, webinars, newsletters, videos, podcasts, and guest articles on other people’s websites. It needs to be refreshed regularly, but a surprising amount of recycling can be done by rewriting the same ideas in different ways or taking one aspect of a previous post and expanding on it. It doesn’t have to take up much of your time once you get good at it.

Marketing content must not be blatantly self-promotional. It should be material that is of genuine interest to your target market. Your product has to take a back seat. The place for shouting about the features and benefits of your learning products is your website and your brochures. The aim of content marketing is to be seen as an expert in your field and a source of valuable information. This creates trust, which makes people much more likely to buy from you.

Think of the Michelin Guides, which are a great example of content marketing. By providing useful information about restaurants and grading them according to quality, Michelin Tyres encouraged people to drive further to seek out good restaurants, which wore out their tyres quicker, so they had to buy new tyres! And with the brand trust established by being a reliable source of quality information, people thought of Michelin Tyres as reliable, quality tyres.

A training company can adopt a similar tactic by providing useful information to its target market, preferably about the industry they work in. The training company then becomes seen as a quality source of reliable information, and people are more likely to turn to them for training.

Distribute your content via social media, e.g. tweet and post a link to your latest blog post or video, as well as useful tips and tricks. After a while, you can gradually introduce calls to action like Course Merchant Buy Now buttons in tweets and posts. Buy Now buttons send the learner straight to checkout, bypassing your store entirely, for a quick sale. If you have led them far enough down the buying path with good content, the Buy Now button is often just the stimulus they need to actually go for it and purchase a training course from you.

Here is one training company’s story of how they used Course Merchant to let them sleep at night after a period of manually processing course sales and working 19-hour days: