Product training by social media

Product training by social mediaMost businesses have learnt to embrace the multitude of social media channels currently on offer. Having recognised their massive reach and in the knowledge that their target audience is already engaged, businesses have joined the party.  For those selling ever more sophisticated and complex products these routes to market provide a mechanism to inform and educate potential suppliers or buyers. YouTube in particular has been adopted by companies vying to explain product features, benefits, connectivity and more. Explainer videos within company branded channels also help to avoid customers making the wrong purchase and to reduce the number of support requests for setup, Frequently Asked Questions or compatibility issues. So, the platform is perfect right? Not necessarily.

YouTube offers a basic solution from the point of hosting and delivery, which may be enough in some cases. But for many businesses the added benefits that a Learning Management System can provide are indispensable. Here is a list for comparison.

Branding –Using an LMS for training creates a fully controlled environment where your brand and messaging will always accurately reflect your business. Matching icons and colour palettes can be used along with navigation styling. This flexibility allows an LMS to operate as a natural extension to your business persona or the opportunity to create an entirely new identity specifically to reflect the aims of the learning site.

Connected content – LMS platforms allow content to be control and grouped in numerous ways, to create learning paths. Training can be delivered in a tailored fashion to ensure that learners build on a foundation of knowledge before dealing with more complex topics which will rely upon a base understanding. Content can also be drip fed to encourage a gradual learning process or hidden behind a pre-knowledge test to ensure learners start at an appropriate point; methods which avoid learners wasting valuable time in areas that are either too easy or too complex. YouTube on the other hand is a fully open access system so learning cannot be funnelled in this way. Lastly, YouTube will insist on servicing up what it considers to be related content when a video finishes however this can prove highly unsuitable and could contain conflicting or misleading advice or content from rival competitors!

Tracking – In an ideal world all manufacturers and suppliers want to know who and how people are interacting with their content. Through viewer and consumption tracking it is possible to gather a raft of data which can inform, shape and assure future product success. You can see if people are looking for information prior to a purchase or are confused about its use after. This detail provides an insight that can be invaluable to future development or for creating tailored marketing initiatives. At best the likes of YouTube will provide a video count and an average viewer time.

Reaching out – As registered users to your LMS, your audience has already made a proactive choice to enrol, even if it’s entirely free. The registration process has most likely provided you with an email address, viewer consent and a targeted marketing opportunity. you can keep your audience up to date with new content, special offers and ways to market associated products and services. The “Like” and “Follow” options available in social media platforms don’t provide the level of same benefits.

Knowledge sharing – People can undoubtedly comment on content posted throughout social media but these services can promote controversial or antagonistic behaviour which cannot be mediated.  Learning management systems can provide forums which can be easily sectioned so that visitors can interact with like minded people or with those who can help with a problem or consult on a challenge. These forums can be open to all users or set to private with access by request or invitation only. They also provide a controlled environment where comments can be both monitored and approved.

Hopefully this short guide has helped to explain how an LMS can provide the ideal environment to foster a professional learning interaction between manufacturer/distributor and supplier/consumer. how it easily surpasses any alternative approach throughout social media and how amassed data can help create and support new products whilst avoiding mistakes made previously.

Lastly, remember that nothing is more powerful than a happy customer talking to prospective buyers on your behalf.

If our mini guide has inspired you then why not call us now on 0330 024 2881. Alternatively, if you are a little shy, use our website chat feature or complete our online form.

Original Article by Cortexa

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