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4 Mistakes to Avoid as a Training Provider in 2019

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The top 4 mistakes to avoid that you probably don’t even know your making.

As a training provider, your main goal is to attract new clients. Even though it may feel like you are doing everything you can to attract leads and draw people into your training programs, chances are you are making mistakes that you don’t even realise you’re making.

Don’t keep repeating the same mistakes that you were making last year. Avoid these 4 mistakes in 2019 and boost your training company.

1. Not chasing the customer that goes silent

Getting a lead is exciting. However, it can be discouraging if you respond and then don’t get a response back.

According to our Mystery Shopper exercise, one of the main problems that training providers experience is no response back after they reply to a lead. Instead of getting down and assuming the enquirer went another direction or is not interested, make sure you follow up again.

Don’t feel a need to be distant, after all they are the ones who contacted you first. Even if they don’t end up booking with you, establishing a relationship can pave the way for future bookings. A good chase time is 3 days after you have sent your initial reply.

2. Not utilising reviews

Training providers continue to underestimate the power of reviews. Using reviews to promote your courses and yourself as a training provider can play a significant role when a client decides to book you or not. In fact, our research has found that courses are likely to perform 3 times better if they have reviews. 

Make an effort to get more reviews this year by following up with clients directly after delivering training. Not only will this help you gauge how satisfied your customers are, but it will also ensure that you are constantly receiving a feed of valuable marketing content.

Having current and relevant reviews up with your profile is a key selling point. Set yourself apart by capitalising on reviews in 2019.

3. Not using relevant content

There is an old myth that more is always better. Although this is sometimes true, quality is always better than quantity when it comes to profile and education descriptions and resources.

Many providers make the mistake of adding too much wordy and unnecessary content. Even though this may seem like a good idea, adding a plethora of unnecessary text can often drive potential clients away rather than draw them in.

According to data by Tony Haile, CEO of the data analytics company Chartbeat, 55% of people spend fewer than 15 seconds actively on a web page.

With this in mind, it is important to focus on listing relevant and up to date content that can quickly and easily inform the reader about yourself and your courses. This starts with your course title. If a reader can’t tell what your course is about by the title, then they probably won’t bother to read your description. Ensure your key selling points are clearly established at the top of your page so your readers don’t lose interest.

In addition to ensuring your content is relevant and tailored to your audience, make sure to focus on providing captivating images. Many training providers put visuals on the backburner after written content which is a huge mistake. The first thing that a user sees is the banner at the top of your page. Don’t disregard this image. Use it as an opportunity to give a positive first impression of your company.

In addition, using tools like videos can also help expand your profile beyond just text and give interested candidates a sneak peek into what they can expect from one of your training courses.

Don’t let irrelevant content hold you back in 2019. Get a grip on your overall image and show a user why they should book with you.

4. Not tracking

One of the biggest mistakes that training companies make is that they don’t track their traffic and other marketing efforts. If you feel like you’re not getting a lot of leads, it may be because you are not drawing enough traffic into your site.

All activities have metrics. If you are not monitoring them, you will have no idea how effective or ineffective they are. Using tools such as Google Analytics, HubSpot or Ahrefs can give you a major competitive advantage by showing how much traffic you’re drawing in, what type of audience your attracting, how well your marketing efforts are performing and so much more.

Don’t continue to be blind in 2019. Stop making these 4 mistakes and start seeing an improvement in your performance.

Last updated: 26 Feb 2019

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