Time to focus on communicating value

The last few months have pushed organisations into crisis management mode as they cope with new ways of working and business survival. And for many, that’s where they still are. For vendors in the learning sector, that has resulted in a range of approaches to external communications. These have included silence, being helpful and supportive, and acting as if nothing has changed.

But the world has changed and we continue to experience the effects of the pandemic.

So what does this mean for your go-to market communications six months on from the start of the pandemic? As organisations are rethinking how they do business and how they work, it’s also time for vendors to rethink how they do business and how they work. Now is the opportunity to address some of the marketing challenges that have blighted the sector for years. These include:

• Promoting features
• Talking about how great you are
• Jumping on bandwagons such as LXP
• Pushing new products and services

In a crowded market like corporate learning, it is hard to stand out from the crowd. But you can and the best way to do it is to focus on the value you create for your customers. What do you do for them that is so successful? How? Why?

The answers to these questions will demonstrate how you generate value. For buyers, this is the secret sauce that has always been hard to find.

It might be a crowded market but you need to show what it is that you do so well that others can’t or aren’t able to do. This is what differentiates you from your competitors. And this is what you should be using to drive your communications in the market.

Your customers are rethinking how they work and how they can build new (digital) approaches to learning. Make it easier for them to understand the value you can generate for them and how you can help them with their challenges.

• Insights Media helps clients develop communications that show value. If you would like to find out more how then email us at: team@insightsmedia.co.uk