Inge is the Marketing Manager of an online fashion store. Her husband Lander is responsible for the Learning department at a banking and insurance company. Like most couples, they tend to discuss work when they come home in the evening. To support each other, of course. But Lander also learns a lot from his wife’s marketing talks.

What do a marketing manager and a learning manager have in common (except their furniture and three weeks of vacation in July, in this couple’s case)?

Step into your target audience’s shoes

Inge and Lander have different jobs, but they share a common goal: they need to steer their target audience’s behaviour in a certain direction. To do this successfully, they need to know their target audience inside and out. Inge does this as follows:

  • She asks her customers certain questions to gain new insights, but she keeps in mind the fact that their answers don’t necessarily match their actual day-to-day consumption behaviour.
  • She gets to the bottom of things: she tries to find out their goals, what motivates them, where they look up information, how they make decisions – and most of all, what their daily reality is like.

Before Lander develops a learning path for his employees, he also tries to understand his target audience’s behaviour and find out what their day-to-day life looks like.

For both Inge and Lander, the next step is to spark engagement with the content they want to deliver to their target audience.

Ask yourself what your target audience is asking themselves

In the digital world, people’s average attention span is relatively limited. Consumers and employees have to choose what to concentrate on, or else they risk getting lost in the overabundance of information online.

That’s why it’s important to give targeted answers to the specific questions they ask themselves. The titles of Inge’s three last blog posts and YouTube videos, which are all aimed at people in their early thirties, illustrate this perfectly:

What do I wear to the gym?
Has the hipster trend run its course?
Can I wear jeans to a wedding?
As you can see below, Lander uses a similar approach when choosing topics for job advice, e-learning courses and workshops about codes of conduct and business standards:

Can I be myself around customers?
How do I talk to my colleague about an error they’ve made?
Are there things I’m never supposed to tell customers?

Offer your target audience a choice to get to know them better

As you see, neither marketing manager Inge nor learning manager Lander force giant lumps of information down their target audience’s throats. They break the content down to manageable chunks and use a modular plan.

Inge and Langer create multifaceted paths for their audience to follow. The users are at the wheel and navigate their own way within the structure Inge and Lander provide. They, in turn, observe the users’ behaviour to learn what motivates their choices, and adapt the course if needed.

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