Why Are AI Training Courses Necessary?
Artificial Ιntelligence is the new driving force behind almost every industry. 76% of HR leaders know that if they don’t implement AI training within the next 12 to 24 months, they will fall behind and lose to the competition. Knowing how to market your AI training courses is crucial to reaching this newfound pool of thirsty learners and safeguarding brand-new partnerships. While many businesses are already leveraging AI marketing benefits, they still require upskilling and reskilling for their employees so they know how to craft the right prompts and automate processes. Additionally, companies are now using AI tools to measure their campaigns. However, without proper training, automation tools can fail to deliver accurate data.
Reskilling is, in fact, so important that 40% of companies that have adopted AI technologies anticipate reskilling 20% of their workforce in the next three years. Their wish and hope is to increase productivity by just offering their team members advanced AI knowledge. It’s quite obvious why you need to come up with the best strategies to sell AI training to enterprises, and we’re here to help you do that.
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What Are Corporate Buyers Interested In?
AI training courses are in demand right now by corporations wishing to provide their employees with effective AI knowledge. To sell to these customers, you must be professional and an expert on the subject. You may also have to learn how to optimize a landing page for lead generation. Your calls to action (CTAs) and overall user experience should be impeccable. Targeting corporate buyers for AI upskilling programs requires good knowledge of what these clients want from your courses. Usually, corporations require soft skills like problem solving, time management, decision making, and conflict resolution. Additionally, selling skills are pivotal to keep clients on the phone for longer and keep the email back-and-forth going. Compliance training and work-life balance techniques are also necessary for corporations to keep employees happy and productive.
Lastly, AI course providers should promote how their training solutions boost leadership and management skills. Many companies use training to prepare team members for leadership roles, and AI expertise is crucial for these roles.
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10 Proven Strategies To Market Your AI Training Courses
1. Email Marketing
Emails couldn’t be missing from the top B2B marketing strategies for AI education. Whether you already have a large email list or you’re now building it, the benefits of email marketing are many. For starters, tools like Mailchimp and HubSpot are very easy to use and create your email flows. Your emails should always be personalized, mentioning each recipient’s name at the beginning. Email subject lines are another crucial part that affects open rates and clicks. So, make them catchy but not too salesy. Are we all tired of seeing overexaggerated phrases that are only half true? You want to avoid those, as they create a negative perception.
What you want to do is stay on brand and keep your words short. You don’t need 1000 words to explain what your AI training courses are about. Include a clear CTA to make it easy for people to click on it and take further action. You may also invest in newsletter featured placements to expand your reach through established figures in your industry.
2. SEO
Enterprise sales tactics for AI training services should always be part of larger SEO strategies that improve your website’s organic traffic and bring in qualified leads. Like most course providers, you should also create a B2B blog writing about popular subjects. To identify these subjects and the keywords that go with them, you should perform keyword research through platforms like Ahrefs. Yet, it may not be the best idea to use the most high-traffic keywords, as you may never rank for them. Instead, target high-intent keyphrases that get more targeted searches. You may need to consult with a Search Engine Optimization specialist to help you craft great articles based on SEO’s best practices.
Another crucial aspect of SEO is generating relevant backlinks. Apart from creating top-quality content, you should also explore guest blogging and content syndication. These are the easy ways of getting your links on popular websites with similar audiences. Alternatively, you may collaborate with a link-building service provider like eLearning Industry that provides dofollow links on DA 50+ sites.
3. Course Marketplaces
There is no better way to reach targeted corporate buyers from your AI training courses than to include them in relevant course marketplaces. It’s where your ideal customers go to find the best course for their employees. It’s very easy for anyone to find what they need since they can filter their search based on industry, certification, topic, and so much more. Usually, these marketplaces take a small commission for every course you sell. It’s pretty much like spending money on marketing initiatives, only in this case, others are doing the marketing for you.
Similarly to marketplaces, directory submission sites are also a wonderful idea to promote your brand as a whole. Maybe you can’t start promoting AI courses to HR and L&D departments there, but you can include your business in the bunch. You can even invest in PPC directory ads to help your company stand out from the crowd.
4. Social Media Marketing
A crafty and engaging social media strategy is among the top corporate marketing tips for AI course providers. You have to build strong audiences on platforms like LinkedIn, Facebook, X, and Instagram. Reddit and Quora are also great options to build targeted communities and showcase your thought leadership. Stay consistent with the posts you publish, encourage engagement in the comments, and answer people’s messages promptly. When you don’t have content of your own to publish, you can share other publications’ updates and news. Additionally, you can create ads on all platforms to maximize your reach. Check which platforms perform the best and focus more on them than spreading yourself too thin on all of them equally.
5. Encourage Reviews
How will anyone know that your AI training courses are effective? Reviews are the answer. Every time someone finishes your course, you can send them an email encouraging them to leave a review on your website or Google. You may take a look at some email drip campaign examples to see how you can automate the whole process. However, individual learners may not be enough to build corporate credibility. So, you have to focus on companies you collaborate with and create case studies based on their stories. Remember that most companies request case studies during the consideration stage, when trying to find their best suitor.
6. Blended Learning
AI-powered learning shouldn’t be treated any differently than other types of courses. This means that you can still encounter the same issues of disengagement and low retention. Blended learning is a great solution to create AI training courses that keep learners glued to their seats and accelerate business growth. But what is it exactly? It refers to the combination of various teaching methods, including face-to-face lectures, live webinars, quizzes, videos, and podcasts. Such an approach is scalable, accessible, personalized, flexible, and cost-effective. People from all over the world can access your online courses and choose how they want to participate.
7. Thought Leadership
We have already mentioned how content on your blog creates thought leadership, but that’s not enough to expand your reach. Instead of buying backlinks, reach out to relevant publications and propose collaborations. Or submit your post to credible websites that allow you to place promotional links. Make sure you write about things you are an expert on and don’t make your article sound like a long sales pitch. It should provide comprehensive information instead of trying to sell courses. Additionally, you should look into participating in established podcasts and webinars as a guest since you can find new audiences through such partnerships.
8. Referral And Affiliate Programs
Corporate buyers are more likely to buy internal training programs that were suggested by their peers. That’s why many online marketing strategies invest in referral or affiliate programs. With referral programs, you incentivize your current customers with discounts, free stuff, or other rewards so they bring someone else on board. On the other hand, anyone can join your affiliate program. Maybe it’s an influencer in the eLearning and HR fields who wants to promote your AI training courses on their platform. And you only pay them a commission when you generate registrations. Both ways are very cost-effective, as your customers and partners do the marketing for you.
9. Lead Magnets
Chances are that we see lead magnets all the time while browsing online. The B2B training sales funnel can start with something as simple as a piece of gated content that aims to magnetize your audience. For example, if you want to market your AI training courses, you can promote an AI-related eBook. This way, you are likely to receive many clicks from people who are interested. What’s the catch, though? You can’t be handing out free stuff without anything in return, right? That’s correct. Users can only access gated content after they hand you their contact information so you can add them to your email list and target them in your future campaigns. Infographics, templates, guides, checklists, free trials, webinars, and tools can also serve as lead magnets.
10. Paid Ads
B2B audiences are more active on LinkedIn than on all other social media platforms. So, it might be worth creating a paid ad there and in Google, too. Still, there are so many ads right now in the digital world that you have to make yours stand out. You can use anything you deem suitable, including a few seconds from a video tutorial, a static image featuring a triumphant review, or a lead magnet. You may even leverage the benefits of AI-generated content in marketing by using a tool to create your ad copy and mentioning that in your ad. This way, you prove how beneficial AI can be and how expert you are in enforcing its strengths. Make sure you use your budget wisely and target only audience segments that have a real chance of purchasing your AI training courses.
Marketing As An Already Established Figure
If you already are an established course provider, things are a little easier. You can market your AI training courses by leveraging your existing clientele. For example, you can use the best email marketing practices to promote your solutions to specific high-intent clients. Your best course of action is to personalize your emails to appeal to each client’s goals and challenges. If, for instance, a company struggles with data gathering, you can explain how your AI-powered learning helps professionals use automation tools to gather accurate data. Additionally, you must utilize your social media to promote your new AI courses to your large network. You may also leverage banner ads on your website and other relevant publications with similar target audiences.
However, even if people already know and trust you as a course provider, you may have to prove your AI expertise if you haven’t already. You can start creating AI-related content, including prompt engineering guides and automation tips. It’s much easier to build thought leadership on a specific subject when you are respected and valued by your network.
How Startups Can Market Their AI Training Courses
If you’re now beginning your journey as a course provider and AI training courses are your starting point, you’ve made a good decision. Yes, the competition is fierce, but you already have created the right course for corporations. To generate more targeted leads, you have to take your whole marketing approach from zero. This means creating lead magnets, writing great content, building a social media following, and joining relevant communities. No matter how hard things may seem, we don’t advise you to buy B2B leads, as you may end up with outdated contact details.
Our advice is to invest in proven lead generation tactics and build an email list organically. If you want to invest time and effort into cold emailing, ensure that the accounts you contact are your target audience and are interested in workforce development programs. You have to establish yourself as a thought leader who can deliver on their promises and show proof of their claims.
Key Takeaway
AI is undoubtedly one of the most pressing marketing industry trends, and companies worldwide are considering offering AI training courses to their employees so they can automate processes and use tools effectively. Upskilling and reskilling have become more important than ever, and that’s why you have a chance to reach business training decision-makers. How? Email marketing, SEO, social media and communities, reviews, and lead magnets are a few of the most common lead generation techniques. You can add a touch of blended learning to appeal to global audiences and varying learning styles. It doesn’t matter if you are new in the field or not. These marketing strategies apply to all cases. The only difference is that already established course providers have a community to share their courses with, while newcomers have to sweat a bit more to build their audience from scratch.
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