LMS Marketing Tip #1: SEO – Be in all the places your buyers are searching

Originally published on www.elearningindustry.com

Your Learning System may be the best there is, but it may get lost in the online crowd if you don’t have a strong web presence. In this article I’ll share tips to make your learning system easy to find, even if the SEO competition is steep.

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 LMS. 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 the top directories and enterprise software review sites that cover learning technology:

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 network has to say about learning technology. Thus, it’s important to stay active on social media, but it can be a real time trap for you. Set firm parameters on how much time you’re willing to spend on social media.

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 website must be responsive and optimized for mobile.

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 marketplace, download the free eBook 10 Marketing Strategies That No Learning Tech Vendor Can Live Without.

About the Author

Gordon Johnson has been a marketing leader in the corporate L&D industry for over twenty years. His specialty is developing transformative marketing strategies that generate qualified sales opportunities, employing the latest digital marketing channels, coupled with traditional techniques to achieve industry-leading brand awareness, widespread web presence and high-impact value propositions. Other marketing concentrations include content marketing, messaging, social marketing, positioning strategy, analyst relations, events, account-based marketing (ABM), email marketing, customer success and lead-generation. Contact Gordon.

2 Comments

  1. Matthew on March 20, 2019 at 9:51 am

    why is elearning industry not listed?

    • Gordon Johnson on March 20, 2019 at 1:16 pm

      Matthew, elearningindustry is first on the list.

Leave a Comment