October 22, 2020  
 
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Marketing a Career and Workplace Education Business

The value and earning capacity of a career and workplace education business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!

Common sense and practical decision making are part of the marketing equation. But to rise to the top of the industry, you'll need to gain a deeper understanding of the marketing tactics competitive career and workplace education businesses utilize in the marketplace.

Bundling

Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Nearly any type of business can tap into the benefits of bundling products or services, so it's easy to see how career and workplace education businesses can leverage bundling to improve sales and attract new customers to the brand. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.

Competitive Awareness

Competitive awareness is the starting point for creativity in marketing. Innovation is desirable in marketing, but if your company doesn't maintain a presence in the channels that are being used by other career and workplace education businesses, there's a good chance that you're missing something. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.

Marketing Ethics

Are ethics important in marketing? You bet! Industry-leading career and workplace education businesses avoid marketing tactics that exploit their customers. Ethics are especially important in direct marketing. By relying on trusted list provider, you can ensure that your lists are accurate and are consistent with standard industry protocols.

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Conversation Board

For career and workplace education businesses, good advice can be hard to find. If you have firsthand marketing experience to share, we invite you to submit your comments below. Questions are also welcome and we will try to reply ASAP.


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