We often discover one common thing about local companies, from Lisburn or further afield, who ask ProfileTree for help with digital training. Usually, the company will have wasted valuable budget on the wrong digital training in the past.
They’re always surprised, then, to discover that a simple change of language can transform both their approach to digital training and the benefits their company enjoys from training. One of the first things we’d advice a potential client to do is to change their thinking about digital training, be it digital marketing, content or social, to change their outcomes they can expect to see.
Don’t talk ‘channels’, think ‘outcomes’: At times we’re approached by companies who would like, say, Twitter training for their team. But we’ll usually advise that greater knowledge of the platform doesn’t make for any kind of return on the investment without a little more planning.
For example, more colleagues posting a larger number of Tweets will not contribute to a greater number of enquiries or landing page visits without some shared sense of this purpose or an understanding by staff of how and why a campaign works. After all, greater mastery of a channel only begins to have real value when the concept of measurable outcomes and strategy is introduced.
Don’t ask ‘how to use?’, ask ‘how to grow with?’: Being able to use a digital tool has value in the present time, but understanding how to react to things like algorithm changes will mean being able to adapt to how that tool evolves…something they all do!
Being quick to change WITH a platform, and with your audiences, will mean making the most of that platform every time. For example, many businesses continue to invest time and money in Facebook content no longer optimised for Facebook’s current algorithms. The right digital training partner will help your business respond more quickly to the twists and turns of the digital world.
Don’t chase ‘reach’, build ‘conversions’: Thinking ‘reach’ is like opening a new high street shop no one is visiting but still thinking all is well.
That’s because ‘reach’ is similar in concept to people passing by the window of your physical shop. It only begins to have real value when people walk through your door. The question is ‘how to do this’? That’s why this is the type of question your digital training should be out to answer.
Don’t think ‘site’, think ‘page’: Google sees your website as a collection of pages, not as a site. And so should you.
‘Bringing people to your site’ doesn’t pay any bills in and of itself. However, using digital training to understand how to bring targeted traffic to a landing page with the right call to action is a completely different approach. A clear, outcome-based process such as this is the ideal basis for digital training.
Don’t target ‘customers’, aim for ‘audiences’: Your customers are different from one another and don’t like to be treated as a single block of people in the real world any more than they’ll welcome a ‘broad brush’ approach online.
Knowing how your audiences are online, which products/ services apply to each and how these audiences fit into your digital world are the types of factors you can use to form the basis for a high-performance digital strategy. ProfileTree can help – ask us how.
Don’t think ‘views’, grow ‘traffic’: A ‘view’ of, let’s say, a landing page simply equates to someone entering your real-world shop.
However, ‘traffic’ as part of a ‘customer journey’ is similar in thinking to playing a special offer in a local location, attracting new buyers through that offer to your physical shop and having the right products and sales approach ready to create a new relationship between that person and your business. It’s clear which one is more valuable!
However, this approach needs careful thought about which audience members see which content online and how they are encouraged to response (and how they are helped to buy…in their own time). While competitors are using their budget on over-specific, time-bound digital tools, working with ProfileTree to train your team towards this kind of thinking can unlock new levels of ROI.
Don’t push ‘purchases’, think ‘content’: We’ve mentioned that potential customers won’t want to buy until they’re ready.
How to guide this traffic through your online presence until the time is right? With great content. Many companies, including your own competitors, can overlook that quality content can be considered to be as important as how your pages look and what your company is seen to be doing on social.
Ask us how digital training can make the right outcomes happen for your business online!