How to Market Training Services Using Email List Growth
To continue to run and market a successful training course provider business, it is absolutely vital that you grow an email list.
An email list is the cornerstone to promoting your training services, engaging with customers, your success and profitability.
Quote: If you’re not building an email list, you’re making a HUGE mistake.
In this article, I will show you how you can easily and quickly build an email list capable of, at least, doubling your course enquiries and bookings.
Whether you're starting from zero or already have a list of one hundred email list sign ups, this article is for you.
If you’re interested in growing an audience that can result in significant value and growth for your business, sign up by filling the form below:
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To successfully market your training services, start with growing an email list:
Prospects need to know and trust that you can deliver BEFORE booking a place on your training courses.
But it doesn’t have to be too hard.
Automating promotion of your training services is key to successful email growth.
It allows you to worry less about personally putting all your efforts into getting your services known so that you can devote more time on other areas of your business.
Automation and helpful content are excellent joint drivers to learners achieving their learning and development goals.
The result? - more course enquiries and bookings for your business.
An email list done right should give propects more than double the value of handing over their email address.
It's not bombarding them with spam or annoying sales emails.
The value aspect is a marketing item called a lead magnet and, if done right, worth a download if it solves a specific problem for your audience.
Lead magnets do not need to be overly complicated or long.
The important thing to focus on is WHY lead magnets work which is mainly to do with knowing what is needed to get your message across to the right prospects.
Why the time to grow an email list has never been better
More and more people search for training services away from a fixed desktop PC in an office.
They may be frequently out and about using a phone or tablet to view content.
This is happening now and it is key to your marketing success that their needs for training services and results that can be achieved are also considered.
Quote: With the top five [categories of web content] are receiving at least 60 percent of their traffic from mobile devices.
If your content is not accessible or readable on a mobile or tablet, then forget it.
These prospects will just go to your competitor's website instead.
The opportunity to market your training services by growng your email list has never been better.
Email is easy to access on mobiles and tablets for the “anytime, anyplace, anywhere” generation.
Mobile workers are ready to establish valuable relationships and be helped, all via email.
Can automating emails be spam or a pain for your audience
Not necessarily, if it is done right.
Say for every email you sent, you gave a prospect £1 every time they opened it.
They would be eager for the next email and another £1.
But if your emails just sell, aren’t useful or add value, they’ll get annoyed and just delete or just block you.
Are you planning on sending that kind of value?
Hope not. You should aiming for the kind of value that is worth £1 or more.
Right, so let’s start finding, keeping and being valuable to those people on your email list.
People need to learn that you can get them results plus value
First, you have to understand and explore the results that you can give for those that sign up to your list.
This is a key marketing tactic.
As a business that offers training services, you might help construction site workers to learn how to pour concrete safely, without causing injury etc.
You have understood that this is a key specific work task that they’re looking for help with.
You also know that the construction site business owner is looking for new online courses for his fleet of workers.
What better way to steer the business owner away from your competitors, than to offer a high value lead magnet to his workers that helps get results.
Prospects need to trust you can deliver value faster and easier
Once you understand the results that you can offer and what your prospects want, you need to gain their trust by offering them something of high value and compelling enough to exchange an email address for.
This is called a lead magnet and is created to solve a specific problem experienced by your prospect .
Using the construction site worker example in this article, a lead magnet could be a simple reference card of different strengths of pouring concrete which is easy to carry around and pull out for reference.
All you are doing is explaining the point of signing up, through content, in the fastest way possible.
A prospect's reason to sign up must relate to an outcome
That outcome may be a promotion to supervisor or to pass a building inspection.
When you grow your email list, it is initially going to offer lead magnets to help get that outcome.
But what would increase the chances of a prospect signing up for a lead magnet?
Being easily understood and being helped with the right content at the right time.
This is very important for getting someone to sign up to your email list.
For example, a bricklayer apprentice checking out your ‘level 1 construction site safety’ course would not be interested in a lead magnet titled “a 5 step checklist on electrical safety for site managers” at that time.
So what are the main marketing components you need for successful email list growth?
Lead Magnets - minimum investment for great results
There are various aspects of a lead magnet which make it valuable enough to ensure people get to know, trust and ultimately book your training services
Just remember, every lead magnet needs to adhere to a few basic marketing rules:
- Keep it short and valuable.
- Easy to use and consume.
- Related to a course your selling.
- Specific to them as an audience.
- Specific to the result they want.
- Have a well crafted message.
Thank you pages - to avoid “tyre kickers” i.e spam or fake email addresses
Some training services will redirect people straight to the lead magnet after they sign up.
This may sound sensible as you may want to show that content to a prospect and start giving value right away.
However this presents a series of problems that can damage your email list growth and, ultimately successful marketing of your training services.
First, the email address supplied could be fake leading to a poor quality email list which you don’t want.
Second, you're not activating the excited part of the brain for the prospect.
There is a stage after signing up, that people want to see what ELSE you have on offer.
For example, the bricklayer apprentice may want to know if there is a special offer on a Level 2 and 3 course bundle.
You can capitalise on this by directing to a thank you page after sign up instead of the actual lead magnet.
In this way, it is usually a genuine email address which gets the lead magnet and is a “win win” situation for you and the prospect.
You can also help new sign ups to see that you are professional and competent by showing what’s going to happen and acknowledging their actions.
Rather than just showing a thank you message or even a “thanks for signing up” popup, you:
- thank them
- congratulate them
- walk them through how to get the lead magnet and what’s going to happen next
Test it all works
The key to getting any automation process to work, is to test, test and test again.
You need to make sure that the different components work in isolation and together.
Even simple marketing automation tactics can seriously go wrong if you’re not precise with your testing.
An examples of what to test includes making sure that you’re redirecting people to thank you pages.
Finally, is your lead magnet delivered via email automatically.
Now’s the time to start thinking about you email marketing automation and start moving your visitors to buying your training services.
If you’re serious about marketing and growing your email list for your training and course provider business, you need to follow every step in this post.
I've covered how important it is for people to know and trust that you can deliver results and help them meet their goals.
This is especially important to help your training services stand out in a crowded market and out-do your competitors.
Also, I've discussed about the key marketing components that help create an email list and how testing is important for maintaining the quality of your email list.
In a nutshell, training providers that succeed in growing their email list, do so because they invest in relevant and compelling lead magnets.
Some businesses may say “this all looks very complicated and time-consuming.
Can’t we just buy data?” but if you want your training services to attract the right people, you need to grow your email list.
If you’re willing to invest the time in doing that properly, then your business will grow at the rate you need and want.
I know that you don’t want to be one of those businesses that never seems to gain any traction.
So that’s why I have the perfect email list growth checklist to get you started today.
Just fill out the below form and I'll have the checklist winging its way to your inbox in an instant: