best practices: promoting online education & certification
TRANSCRIPT
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Promoting Online Education & Certification
Best Practices & Ideas
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Overview RecapWhere Are We Now
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Things We Know• Online Education & Certification Programs are a key offering• Part of Association’s value proposition• Relevant and relatable to all membership
• Continued learning• Industry standards / best practices• Emerging concepts
• We generally don’t have to convince membership of the program’s value…but we do have to remind them
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Why We’re ChallengedOur goal is to ensure our site visitors are getting to the information they need:• But remember - people don’t visit your website on their own
• Need digital marketing strategies to bring visitors in (think Inbound)• Email is a great vehicle, but you’re only marketing to the same people who already know
the value of the programs• Reports say 25% of your list will go bad each year
• Ultimate Challenge: Find New People
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Best PracticesPromoting Education & Certification
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SearchAre You Using Search & Keywords?
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LinkedInSearch & Content
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Interactive CapabilitiesEngage the User
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Intelligent Contextual EmailTM (ICE)
All About U
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Best Practices Summary• Focus on finding new people via search & social• Gain email addresses & permissions • Provide engaging content & learn interests• For current customers, provide personalized experiences• Be bold, interactive & have a personality