How to use for lead generation

How to use for lead generation

Are you looking to generate new customers for your product or service? Did you know that can be a great tool to attract and qualify new leads? We've worked with multiple organisations who have used for exactly this purpose and we've learnt a lot about how to do it really well. In this blog we thought we'd share a quick 5 step guide for how to use digital training to grow your customer base.

Step 1: Create eye-catching, attention-grabbing training content

What are your target customers most interested in learning about? The most attention-grabbing training content will speak to a challenge they're currently facing that you can help them solve. For example, if you're selling agricultural inputs perhaps your training course could be titled "How to choose the right pesticide" or "Improve your soil in 5 easy steps".

Before you start creating any training content test your ideas with your target customers to understand which topics and course titles are most exciting for them. You could even run an online poll on social media asking "Which training course is most interesting to you?".

Once you understand what your target customers are interested in, put together your content into a training course. You can check out our help section for more information about how to create good training content. We suggest keeping the course fairly short with a maximum of one or two modules. If you create a very long course then your customers may not complete it and this could reduce the chance that they start engaging with your product or service. If you have lots of content you can always split it across multiple courses!

Step 2: Add multiple choice survey questions to your lessons to learn more about your customers and qualify your lead

One of the great things about lessons is that you can add fun, multiple choice survey questions as part of the conversation. This is a really simple and effective way to collect detailed data about your leads without asking them to fill out longwinded surveys.

Think about what you need to know to understand whether or not your lead is a good potential target. For example, if you're selling an agricultural service or product you could ask "Are you currently farming?". If you go to the Surveys tab in the dashboard you will be able to see, in real time, how people are answering the questions. This will help you understand what percentage of people trying your training course are good targets for your service and you can even follow up with individuals who look like particularly good prospects.

Step 3: Add lots of buttons to "contact us"

Think about how you plan to convert your leads to paying customers. What's the process by which they purchase your product or service? One way we've seen this done really well is to use WhatsApp to start a conversation with a sales agent.

You can add buttons in the lessons and at the bottom of your course saying "Talk to us", or "Send us a message". You can link this button to a phone number on WhatsApp and you can even add a pre-made message such as "Hi, I'm looking for more information about your products". For more information on how to do this then send us a message and we'll help you get set up!

The right type of messaging service to use will be dependent on the market you're in as WhatsApp is not widely used everywhere. You could also simply link the button to a phone number or to send an SMS if messaging apps are not widely used where you are.

The great thing about courses is that they work on the web as well as on an app. This means you only need to share a simple link to get people started with your training content.

Think about how to share your course link so that it reaches your target customers. Where do they hang out online? Social media (such as Facebook) can be a great way to reach new leads as you can post in established groups, on your company page or through targeted ads. Check out this case study for a detailed breakdown of how 6th Grain used and targeted Facebook ads to acquire Kenyan farmers to their app.

"We proved we could acquire farmers in Kenya for 1 USD... that's an amazing result"
Alex FitzGerald, 6th Grain Product Marketing Manager

Step 5: Measure and iterate

The final step in the process is to make sure that you track exactly what's happening so that you can analyse how effective your campaign has been. You can use the dashboard to see exactly how many people started your training course, how they answered your survey questions, and how many people then go on to contact you. This data will also help you identify where you can improve. For example, if you're selling an agricultural product and only 10% of the people using your training course have answered yes to "Are you currently farming?" then you may need to improve the way you're sharing the course link to be more targeted.

Want to know more?

This is a very brief overview of how you can use for lead generation. If you'd like to see how other organisations have used you can check out our case studies. Alternatively, feel free to send us a message and book some time to chat with our team - we'd love to learn more about you!