Inbound Marketing For eLearning: Common Misconceptions And The Truth Behind Them
There's a lot of information online these days regarding inbound marketing. While some sources tell you that it's a maintenance-free approach that yields immediate results, others claim that you should hop on the bandwagon while it lasts because it's just a short-lived craze. The truth is that content marketing does require an investment of time and resources. You still need to set goals and map out a detailed plan of action to achieve the best results. But all the effort will pay off if you know the basic ground rules and move past the misinformation. Here are 8 common misconceptions about inbound marketing for eLearning and the realities behind them.
Clearing Up 8 Inbound Marketing Misconceptions For eLearning
Many things in life are misunderstood and underappreciated; the same happens in the business world. It's not easy to understand what is happening behind the scenes when you can only judge successes and failures. Be it in sports or in court, the general public has no idea of what is going on behind closed doors.
Similarly, inbound marketing is a frequently misunderstood area of business. It takes strategy and effort to produce results. Building a content strategy might look simple, but if you knew how much research, planning, and writing occurred behind the scenes, it would blow your mind. Of course, I'm talking about proven strategies that can help your eLearning business thrive online, not just writing content for the sake of writing. Luckily, there are plenty of content marketing ideas you can use for your next campaigns.
This article aims to bust some of the myths surrounding inbound marketing for eLearning. Ultimately, we aim to help eLearning businesses realize what the truth is. Inbound marketing for eLearning can work, but only if you treat it right and respect the time it needs to yield results.
So, let's clear up some of those inbound marketing myths, shall we?
1. The More Marketing Material The Better
Some marketers are under the impression that quantity trumps quality. That it's not about the type of content you publish, but how much. The truth is that prospects are looking for value-added information that will help them solve a problem, not a series of 500-word sales pitches that flood their RSS or social media feeds. The key is to focus on high-quality content that offers readers fresh tips and insights. That's the way to stay relevant and win them over.
If you want to write content that brings results, make sure to read this:
4 Easy Ways To Improve Your SEO Content Writing Skills In The eLearning Niche
2. You Can Never Have Too Many Keywords
Incorporating keywords into your content is an art. You need to add them organically so that it's still readable and you don't get flagged by the search engine bots. On the other hand, if keyword integration is too sparse, you may not be able to boost your SEO. Thus, many marketers make the mistake of stuffing so many keywords into their content that it loses its value. "The more the merrier" does not apply in this case. Create a list of four to five keywords/phrases to include in the piece, then use them wisely. Preferably, one time per every 100 words.
If you want more SEO tips, you're more than welcome to download our eBook SEO Research And Content Writing Best Practices For A Successful Content Strategy.
3. You Are Guaranteed Immediate Results
It's true that inbound marketing for eLearning usually works quicker than outbound marketing. However, there are no guarantees that you'll immediately see a surge in site stats the minute you post your eLearning article or PPC ad. It still takes time to reach your audience and be indexed by search engines. That said, you can speed up the process by choosing the right keywords and publishing on platforms that cater to your target audience.
4. Inbound Marketing Is Just A Passing Trend
Certain people still believe that inbound marketing is a hot trend that is sure to fizzle out in the coming months or years. But the simple fact is that it's actually the future of marketing. It's a more organic way of reaching your audience and fostering brand awareness. Instead of printing ads in the paper or sending emails that end up in the spam box, you're building trust. Qualified leads are the most likely candidates to click on your article link or ad, which means that you're able to improve conversions. Simply put, it's no passing craze.
If you are a fan of outbound marketing and want to bring inbound into the mix, you might like to check the main differences between inbound and outbound marketing. Then you can decide what's the right mix for your needs!
5. It's A One-Person Show
Though you can launch an inbound marketing campaign on your own, it's typically a team effort. Especially when you want to stretch your reach into untapped audiences. There are a variety of tasks involved, from creating the content and conducting SEO keyword research to monitoring the stats and gathering feedback. Thus, you may want to compile a team who can help you allocate resources more effectively and achieve your inbound marketing objectives. You can also opt to outsource certain tasks to the pros. For example, content creators who can craft attention-grabbing blog posts.
If you're considering outsourcing, here's what the best content marketing agencies offer to clients.
6. PPC Advertising Is Outdated
PPC advertising has been around for quite some time. So, it's relatively easy to see why some critics claim that it's outdated or old-fashioned. However, PPC ads are still a highly effective inbound marketing tool that can help you connect with your niche audience. Not to mention take control of your spending, since you only pay when prospects click. And those who click are already interested in your eLearning product or service.
If you are interested in adding your eLearning business or product in niche directories, take a look at these:
- 5 Benefits Of Adding Your Listing To A Corporate Training Directory
- PPC Listing Vs. Basic Free Listing: Should You Upgrade?
7. You Can Rely Solely On Social Media
Social media gives you the opportunity to interact with your audience and improve your online exposure. But it's not the only promotional tool at your disposal. In fact, it should merely be one component in a more comprehensive inbound marketing campaign. Publish eLearning articles, produce videos, and launch PPC ads to complete the package. You can also start an eLearning blog or host live events that can be recorded and transformed into promo videos.
If you're limiting your inbound marketing strategy to social media posts, pages, and groups, you're missing out.
8. It's Impossible To Accurately Measure Your ROI
One of the most popular myths about inbound marketing for eLearning is that you cannot accurately measure your results. Sure, your site stats or conversion rates may go up. But how do you trace it back to specific ads, articles, or videos? The truth is that inbound marketing actually takes KPI and ROI monitoring to the next level, in that you get to measure the results in real time and then make necessary changes. For example, determine which PPC ads are performing the best and then use similar keywords or calls-to-action in future ads, or identify which demographic is clicking on your content the most so that you can shift your focus.
If you're all in about ROI and reaching KPIs, you'll love reading these:
- 8 Content Marketing Tactics To Help Your eLearning Business Stand Out
- How To Measure And Monitor Your Content Marketing Performance
Conclusion
These are just 8 of the most common misconceptions about inbound marketing for eLearning to keep in mind. The secret to successfully building your eLearning brand and expanding your online presence is to connect with your prospects. Offer them insightful content that caters to their needs and use a broad range of platforms to extend your reach.
Set your own spending caps and monitor your KPIs in real time. Sign up for eLearning Industry's PPC advertising to achieve your marketing goals, even if you're on a tight budget.
