Signal Case Study: GE Aviation Test Services Digital Marketing Awareness Program

Situation

With over 100 years of Aviation product design and testing experience, GE’s Test Services division has developed comprehensive and flexible testing processes and skills, including planning, design, instrumentation, test execution and beyond.

However, revenue was declining, and it needed to rebuild a sales pipeline. A root cause included a lack of external awareness of GE’s test service offerings.

After an extensive competitive analysis, GE Test Services determined which service offerings were most differentiated. A market assessment provided them the knowledge of which segments and target companies to approach, through what channels and with what offerings.

Our Solution

Signal worked with GE to design a 90-day awareness program on LinkedIn and Google Ads.

The goals included:

  • Increase awareness
  • Gain sales intelligence by reviewing reports of who was engaging with ads the most, and what offerings were in the highest demand.
  • Test the digital channels. GE Testing had never tried digital marketing, so this became their pilot program.

Signal created target audiences for the LinkedIn campaigns using an ABM model (knowing what companies to target and in what countries). We created ads using the highest potential service offerings.

For Google, Signal used persona data, a keyword starter list and competitive research to create the target key phrases and ad creative for search and remarketing ads.


 

We also updated the GE Aviation landing page to ensure content was engaging, digestible and tailored to the desired target audience.

Signal managed and optimized the program throughout the 90 days, meeting with GE every two weeks for lead feedback and campaign performance reporting.

Results

The campaign exceeded all industry benchmark performance metrics. GE saw a 10x increase in unique visitors to the website. What’s more, because our campaign targeted a specific audience and specific key phrases, we know this traffic was coming from the right people.

GE also gained valuable sales intelligence. Our LinkedIn campaign reporting detailed what companies, geographic locations and job titles were most engaged. Google reporting detailed what offerings were in highest demand.

At the completion of the campaign, our GE Project Lead told us, “This campaign brought us one good opportunity, which in this business can mean a lot of revenue. Product development cycles are so long that it’s hard to expect prospects to be knocking our doors down, but this campaign absolutely exceeded my expectations for awareness.”

Signal and GE are currently continuing our partnership by working on similar campaigns.

The Future is Bright for Our Business Family

 


In 2020, the world shut down. In 2021, the world adapted. Signal launched into 2021 with excitement, and it’s that eager stamina that led to one of our strongest years yet. Adaptation is not easy, but it’s the challenges of the past few years that have helped us grow to who we are today.

Over the past year, Signal transitioned to a new office space while giving employees the option to work remotely full-time. Despite changes in our physical work environment, our productivity never ceased. In fact, we continued to grow, expanding our business in sectors such as life sciences and manufacturing.

With the world rapidly changing around us, the need for a strong digital presence has increased. Our clients look to us to not just meet that need, but surpass it.

“The types of jobs that we worked on this year are completely different than the types of jobs that we worked on in previous years,” Phil Stephens, Signal Partner & VP, Client Services, said. “And we are dealing with new technologies that change the way we communicate.”

To meet the increased, more diverse demand, we’re scaling up and actively searching for more talent to add to our experienced team in the new year.

“It’s like a new generation of Signal,” President Ricky Haynes said. “Adding new perspectives and ideas, but also expanding the team and making us able to do even more.”

If one word could describe Signal’s year, it would be ‘resilient.’ 2021 was no match for Signal’s depth of experience.

“We have been able to persevere. To not only survive, but in many respects, flourish,” Phil said. “And none of this would be possible without great clients who also took a chance during uncertain times and put their trust in us.”

With the new year on the horizon, Signal is unwavering. In 2022, we celebrate 30 years of Signal. That’s 30 years of incredible clients, exceptional creativity, and most importantly, plain good work.

“Good work speaks for itself. If we continue to do good work for people, it takes care of itself like it did this year,” Jim Ellis, Partner & VP, Account Director, said.

2022 is a clean slate, bringing a fresh set of challenges and the overwhelming opportunity to look for more creative solutions. It’s in our DNA to adapt, and we will continue to do that. In doing so, we bring our core strengths forward in hopes to create our best work yet in the new year.

“Starting in January it’s new clients, new projects, new challenges and fresh perspectives,” John Gibson, Partner & VP, Creative Services, said. “Just trying to out-do the previous year.”

See you in 2022!

A Digital Marketing Framework for Executing More Effectively

 

 
We often find that marketers are under such pressure to create and execute campaigns that they often don’t take a step back to clearly define and optimize their marketing strategy. Completing this fundamental step establishes a strong foundation for your entire program. Having this foundation allows you to build faster and more cohesive campaigns and to realize better results.

Signal developed a digital marketing framework to help our clients consistently showcase the value and benefits of products and services across key digital channels. This framework is designed to ensure campaigns are planned strategically and monitored consistently for maximum efficiency.

Completing this process will help your team:

  • Establish your marketing program goals and define priorities
  • Focus on the most effective use of your limited time and budget
  • And forecast and evaluate campaign performance and ROI.

Step 1: Define Campaign Goals, Objectives & Constraints

Tools used: Program Summary, Program Map, Content Outline

 
Start by creating a Program Summary to catalog current and future campaigns:

Name Purpose Budget Start End Channels
General Awareness Promote overall company awareness $50,000 Jan 1 Dec 31 Website, Email, LinkedIn, Search
Product X New product intro
Product Y Education Product Training

 

Establishing this bird’s eye view of your entire program clearly highlights your internal constraints (resources, budget, time) and can help your team prioritize campaigns and identify which dials to turn up and down. You’ll define the channels approach for each campaign, determining timing and assigning budgets.

Next, take inventory of what you’re doing and analyze any gaps.

Create a Program Map to give you a more granular and actionable view of your current marketing program. This flow chart will illustrate your marketing channels and how they are connected – how social, search, email and offline channels lead to landing pages and websites, and how those integrate with your marketing automation and CRM platforms, as well as other tools in your marketing technology stack.

Create your Content Outline, a simple catalog of your existing marketing assets – landing pages, print collateral, videos, case studies, and so on. This allows you to quickly see what content you can leverage and what gaps may exist, which is instrumental as you plan and build future campaigns.

 

Item Name Type Related Content Description URL
ABC General Landing Page Website/Landing Page Product X, Product Y Category homepage abc.com
Product X Landing Page Website/Landing Page Product Y Features and benefits abc.com/productx
ABC Infographic Infographic Product X, Product Y Infographic abc.com/graphic
Product X Brochure Brochure Product Y Download from landing page abc.com/downloadx
Product X Sales Presentation Presentation Product Y Links to all arterial sub-pages abc.com
Product X Solution Article Blog Product X, Product Y Product copy + features graphic abc.com
ABC Corporate Video Video Product X, Product Y Capabilities video abc.com

Step 2: Define Featured Offerings

Create a spreadsheet that lists your company’s products and/or services. Add positioning and categories for quick reference. This tool will allow your team to quickly prioritize campaigns with internal stakeholders.

Product Category Product Priority Related SKUs Description URL
Category X Product X 10 6 Insert positioning and benefits
Category Y Product Y 5 2 Insert positioning and benefits

Step 3: Identify Target Audience

Tools used: Personas and Customer Journey Maps

 

To be successful, you must thoroughly understand and connect with your audience. Creating customer personas and customer journey maps are critical to this process. These documents can be as formal as you want to make them, however, we recommend keeping it simple. Know that they are fluid, working documents and you can continue to refine them.

We suggest first talking with internal stakeholders to paint a picture of the target customers. If possible, also talk with actual current and potential customers to validate any internal assumptions.

Mapping the Customer Journey goes hand in hand with defining your sales funnel. A Journey Map typically includes stages and corresponding types of content:

  • Awareness Stage: blogs, infographics, social media posts, podcasts, short videos
  • Interest Stage: eBooks, white papers, explainer videos, conversion landing pages, paid/display ads
  • Consideration Stage: case studies, customer testimonials, sales emails
  • Purchase Stage: on-location and in-studio video testimonials, sales collateral

The Journey Map also captures the customer’s goals, process, problems and KPIs at each stage of the journey to ensure the customer’s needs are clear and highlight key opportunities.

UXPressia Persona and Journey Mapping Tool


Step 4: Identify the Competition

You won’t know how to stand out in the market until you have a clear picture of the competition you’re up against. Understand the landscape, including market share and activity. The first time you do this, you can focus on keeping it high level.

  • Positioning
  • Visual impact
  • Digital properties
  • Strengths and weaknesses
  • Calls to action

Doing this research will help you determine how you can compete and excel in branding, messaging, program offerings and content strategy. When you get into individual campaigns, you can begin to drill deeper into competition for that specific offering.


Step 5: Define How you will Measure Success

Tools used: Measurement Plan

 

How will you know if your marketing campaigns are successful? You need to define clear goals, determine KPIs and set specific targets to measure performance. Without a Measurement Plan, it will be difficult to monitor and optimize your campaigns to achieve the best possible results. Having a Measurement Plan also helps you set realistic expectations for the ROI of marketing efforts vs. simply focusing on increased sales revenue.

See Our Post on How to Create a Measurement Plan


What’s Next

Once you’ve completed these 5 steps, you have the necessary digital marketing planning framework and tools in place to chart your path forward. Now it’s time to confidently move into tactical campaign planning and execution.

Plan and execute each campaign by completing the following steps, referencing and continually refining the tools you’ve created:

  1. Select campaign channels
  2. Determine tactics and timing
  3. Prioritize budget across channels
  4. Set campaign goals and align measurement plan
  5. Develop campaign content and creative
  6. Launch
  7. Monitor and optimize

 

Ready to take your company’s digital marketing framework to the next level? The Signal team is here to help.

How Will You Meet Your Employee Experience (EX) Needs?

Employee Experience Graphic

 

Workplace 2021:

  • 300% increase in remote work versus pre-COVID levels
  • 47% of North American managers surveyed expect more full-time remote employees to remain so permanently
  • 53% of employees say they want to work from home even after the pandemic

Vaccinations are increasing, allowing the world to slowly begin opening up. Most companies have introduced a hybrid work model, with fewer people in the office and more full-time remote workers. As this is happening, workers have come to expect a work-from-anywhere strategy from their company, making remote work the rule, rather than the exception. According to Mercer, 56% of employees would even consider leaving inflexible employers.

Have you planned for these EX impacts?


Technology

Accelerated spending on cloud, security, networks and mobility

 

Many companies have invested in conversational AI, machine learning and hardware advances to help smooth workplace changes, and remote workers are seeing EX automation perform admin tasks that were previously done in the office (e.g. employee self-service, customer service support and document extraction).
Forrester predicts by the end of 2021, one in four remote workers will be supported by new forms of automation either directly or indirectly.
Savvy CIOs will make the needed investments to foster social collaboration, make information easier to find and use, and provide security that’s less distracting.

People

Urgent need for targeted Human Resources strategy and execution

 

To maintain a competitive advantage, HR executives will need to pay attention to EX across the entire employee lifecycle – from hiring/talent acquisition to engagement and training. Here are a few things the Signal team is seeing in core areas:
  • Leadership and organizational culture has always been critical to the employee experience, and it’s even more so in a hybrid work world where employees are not all co-located. If you don’t have a strategy for creating and maintaining a strong culture, this is your very first priority.
  • Retention is absolutely critical and greatly impacted by work culture in an environment where the most desirable knowledge workers are able to find location-agnostic / virtual work anywhere. It’s not unusual for companies to actively recruit key players from their competitors.
  • To that end, it’s important for the hiring function to have a buttoned-up employment value proposition and recruiting presence across the right channels.   
  • Training is needed to help your skilled employees stay nimble and ready to take on new responsibilities as you shift with the pandemic.

 


The big shift to a remote / hybrid work model has put the spotlight squarely on the employee experience. Proactive attention to technology and talent strategy can help your organization meet the moment. The Signal experts are here to answer your questions or assist in putting a plan into action.

How Apple’s New Software Update Impacts Advertising

Overview of the change

A new privacy feature was released on Monday 4/26/21 with the latest version of Apple’s mobile operating system, iOS 14.5. This includes a new feature called App Tracking Transparency, a significant step for user privacy, giving people more control over their mobile phone app data and how it’s used by companies, like Facebook and LinkedIn, for personalized ad targeting.

The first time users open an app on their iPhone or iPad after they update, they will be prompted with an option to opt out of tracking that monitors their behavior and shares that data with third parties. It’s generally believed that a small percentage of users will opt-in to allow tracking. Time will tell exactly how small, but early predictions have ranged from 2% to 20% opt-in. Recently, a mobile attribution firm AppsFlyer ran a study that showed a 39% opt-in rate.

While it’s an exciting development for users, this update is causing apprehension in business owners and marketers because it impacts data tracking permissions and therefore efficacy of some campaigns. This won’t necessarily mean an end to all tracking, but as more and more users opt out of tracking, we will experience some notable changes in how we’re able to measure performance and tactics/strategies we’ll be able to deploy.

Impact on Facebook / LinkedIn Ad Campaigns

The changes to the Apple iOS 14 App Tracking Transparency (ATT) framework including the Identifier for Advertiser (IDFA) will have a limited impact on these types of ad campaigns.

LinkedIn impact:

  • Shifts in delivery across LinkedIn Audience Network placements.
  • Smaller target audience sizes when using Matched Audiences data
  • Smaller audience sizes for website retargeting.
  • Potential decline in conversions, if dependent on IDFA.

Facebook impact:

  • Some campaign results will be counted differently
  • New limit on web events (limited to 8 conversion events)
  • A domain will need to be selected for each ad to measure conversions
  • Audience sizes may decrease

What we recommend for the short term

  • Enable or update to Facebook’s SDK for iOS 14 version 8.1
  • Verify your domain and enable the conversions API
  • Configure and prioritize your 8 conversion events or choose to rely on your website analytics tool to track conversions from your campaigns
  • Rethink the customer journey–review strategies and where you might need to pivot your approach

What we recommend for the long term

Consider developing “value exchange” strategies to collect first party data that you can use to build direct relationships with prospects and customers. First party data includes any data collected directly from your audience, such as the following:

  • Events/Webinars
  • Email subscriptions
  • Resource downloads
  • Form submissions
  • Data collected through web analytics platforms such as Google Analytics

Key takeaway

As digital platforms tighten up on privacy, knowing your customers, their pain points, resources and tools they need is more important than ever. Ask yourself, how current are your personas? Do you need additional customer research? How can you collect more first party data?

Sales Enablement Through Technology and Process

 

Technology and training are having a great impact on sales enablement for businesses in 2021. New sales tools in AI and automation will also enable businesses to capture consumer information and engagement activity automatically, freeing salespeople to focus more on deeper customer research, culling insights from data and creating more meaningful interactions with their buyers.

With this in mind, marketing leaders must have a direct pathway to sales management in order to stay ahead of the tools needed to continue the brand’s story and track accountability and conversions.

According to Forrester, 40% of B2B sales representatives plan to modify their tactics to better fit remote sales, looking for more dynamic ways to earn buyer’s attention than the traditional email, phone calls, and screen-sharing interactions. Additionally, since buyers are increasingly comfortable with e-commerce, marketers are adding more value and functionality to their platforms.

Three trends that will make all the difference:


Sales intelligence technology

 

Sales intelligence includes technology to identify, track, analyze and interact with existing and potential clients. Better targeting and communication will mean more relevance throughout the process. You need to know who your prospects are and how your campaigns are landing with them.
Not only must the sales function deliver timely insights, but those insights must be regular over time and evolve throughout the buying process from previous interactions. Success rests on the right systems.
You may have the urge to automate these systems, but keep in mind that they need close monitoring. Remember, using “sales intelligence” is not the same as “creative intelligence.” The lifecycle varies across demographics and very much depends on an understanding of your audience’s journey.

Personalization

 

Consumers are now experts at finding information online about the products and services they want. Impersonal, generic sales scripts will no longer win them over.
Sales professionals (with the help of the right tech) are expected to learn, understand and anticipate the needs of their customers like personal consultants.
For inspiration, consider Netflix, a company whose algorithm is famous for highly personalized viewing recommendations. But the company goes far beyond that, using its real-time data to do things like attract viewers with artwork that changes with what someone’s just watched. The takeaway: an approach that changes moment by moment.

Sales coaching

Technology will only amplify any poor practices in your sales processes, and successful businesses are investing more in sales training and coaching to ensure that sales teams are in control.
When the world is happening (mostly) online, sales leaders have to figure out how to keep tabs on what team members are doing, and how they’re doing, both personally and professionally. This means going back to the foundation:
  • Daily communication with each rep
  • Coaching for all staff, even the top performers
  • A common sales huddle space to share wins and solve problems

In closing

There are big changes on the horizon as 2021 brings continued COVID challenges for marketers and the companies they serve. From a sharp increase in the work-from-home workforce, to a renewed commitment to “digital first” and an excellent customer experience, teams will be forced to be innovative and inventive with almost everything they do. Lean, agile, flexible and reliable partners who can complement internal teams are becoming a necessity, not a luxury.

 

Check out the first three installments of our CMO Intelligence series:

Reimagining Your Marketing Team and Budget

The new norm in marketing includes a shift in team roles and delivery models, with an increased emphasis on jack-of-all-trades team members who can roll up their sleeves and get stuff done. We’re seeing more and more organizations who need to micro-target opting to find partners who can think like a CMO or CTO instead of filling high-level executive roles.

Forrester also considers 2021 a year of reinvention for CMOs and their teams.

  • The research group predicts that leaders will integrate marketing and CX this year, no longer segregating acquisition from product utilization, customer service, retention and advocacy.
  • Because growth is tied to continued use of a company’s offering, it’s also imperative that marketing teams focus on acquiring customers who will stick around, reemphasizing full-fledged loyalty programs rather than frequency-based rewards.
  • Chief marketing officers will need to drive customer obsession within their teams, putting the customer at the center of everything they do – from leadership and strategy to operations.

CMOs are also prioritizing digital in their budgets.

  • The latest CMO Survey reports that while marketing spending decreased by 3.9% over the last year, marketers reported an 11.5% increase in digital marketing spend, showing us the shift in HOW they are spending their budgets.
  • Social media ad spend has continued to increase, leaping nearly 30% (Q3 2020 vs. Q3 2019). This trend will only accelerate as we pull out of the pandemic.

Key questions

  • Do you have the bandwidth to generate and nurture leads?
  • Take a close look at what skills you need on your team. Do you need to train existing team members, or hire new ones? Remember, the more senior the hire, the higher the investment across the employee lifecycle – from recruiting and training, to management and engagement.
  • What’s happening with your trade show manager and their budgets?
  • In fact, what’s happening with your budget overall?

In case you missed it, check out the other installments of our CMO Intelligence series:

Empathy, Trust and the Customer Experience

2021 CMO Intelligence Part 2

 


People are suffering greatly during the pandemic, under many layers of pressure. The new norm is empathy and genuine concern over the issues facing people during this crisis. Consumers are now looking for companies to be a lifeline and to provide flexible, feeling interactions. In order to thrive now and after the pandemic, a relentless focus on the customer experience is required.

Those who made strides in CX during 2020 worked to discover what really matters to their customers, looked for ways to improve important experiences, and focused on tasks with the biggest potential upside for customers as well as their businesses. They then trained their employees and gave them the tools they needed to deliver a great experience consistently.

According to the Forrester’s Guide, these efforts will continue to bear fruit as 25% of brands achieve statistically significant advances in customer experience quality while actually cutting their CX technology spend. How is this possible?

  • Smart businesses will look to have one voice-of-the-customer program rather than many, consolidating CX tools and technologies and to save big money.
  • A new focus on the value of technologies remaining, coupled with strategic efforts to improve CX, will enable companies to better deal with the forced evolution caused by the pandemic.

A few brands making a splash with unique pandemic content:

Nike
In an effort to increase interaction with customers while stores are partially closed, Nike created a subscription app – Nike Training Club – to offer live workouts, fitness plans, and expert tips. Membership is free. Additionally, Nike is putting out more content on its Nike and Nike Running Club applications, the Nike.com website, and social media. Its marketing campaign, Play for the World, shows how its roster of athlete endorsers remain in top shape during the pandemic and offers digital resources athletes need to stay healthy indoors.

IKEA
Ikea is encouraging people to reconnect with their homes in its #StayHome campaign. Without trying to sell IKEA products to consumers directly, this campaign aims to inspire people not only to stay home but to enjoy and find comfort in their own homes.

Stay tuned for the next installments of our CMO Intelligence series, coming to your inbox soon:

Your Digital Presence is Top Priority

 

Insights for going digital, refining your plan and meeting the moment

The role of the CMO has never been more interesting. The entire world has turned to life online and marketing is evolving non-stop to address the impacts of coronavirus, including flexibility in budgets, tactics, execution, reporting and staffing. Uncertain times are causing major shifts in consumer purchase behavior and media consumption habits for both B2B and B2C. In this, the first of our new 4-part series, we’ll begin serving up meaningful insights for marketing efforts, resources needed and measurable goals throughout 2021.

As Forrester’s 2021 Predictions Guide notes, “The value of your company depends on how customer-obsessed, resilient, creative and adaptive you are in jumping to the next growth curve in your industry.”


First Up: Digital Presence Is Top Priority

Innovative digital engagement has never been more important to buyers than in the wake of this pandemic crisis. According to the Forrester’s Guide, more than one-third of B2B technology buyers say digital engagement channels have become more important to their purchasing experience, and four in ten indicate that human/analog engagement with sellers has become less important.

That makes digital presence a priority for marketers who have even more freedom to create engagement as buyers open up to new and innovative digital experiences. For example, as of the fourth quarter in 2019, 36% of US consumers had tried augmented or virtual reality, and in 2021 another 10-12% are expected to experiment with the technology.

Why? Because consumers are giving brands permission to be creative, entertaining and immersive in a way they never have previously, so long as the content is created consciously and sincerely without manipulative tactics that destroy consumer trust.

Take note: this isn’t just about AI or VR, but inviting your audience into an engaging digital experience across all your channels. At the heart is a thoughtful and strategic user experience (UX). We consider this a vital marketing endeavor – now and into the future. In fact, a positive user experience is absolutely critical to grabbing consumer attention and earning customer loyalty. Making UX an inherent part of your design and development process can help increase sales and conversion rate by 87% on average.

Why waste time and money trying to dress up a broken website, mobile app or digital interface that’s not delivering results during this challenging time? An audit and overhaul of your user experience (UX) will give you what you need to compete. If you haven’t done this lately, we recommend this ASAP.

Stay tuned for the next three installments of our CMO Intelligence series, coming to your inbox soon:

Streamline Your Training Program with Digital Tools and Technology


Companies are choosing to use digital learning for their employees, vendors and other stakeholders more than ever to make training more convenient, accessible and effective. The growth of digital learning tools continues to increase and accelerate as companies realize the content and robust functionality can be as engaging as anything offered in-person. Advancing LMS (learning management system) technology makes things like video breakout sessions and group work possible, helping to create a sense of community that mimics the face-to-face experience.

Digital learning also has the advantage of focusing the majority of company resources on what really matters. Consider the time and money spent on sending employees to in-person training events. It’s more than the travel time and cost – it’s prep and event time, too. An attendee could easily fall two days behind in other work for one day of training. With digital learning, the time lost and costs involved are dramatically reduced, and participants have more time to practice the concepts they have learned.

Customer training is another area where digital platforms provide continuity of education with an innovative experience. Signal works with clients who are instructing/certifying end-users on the proper handling of their products, on safety measures and other corporate procedures. So if you’re already developing employee training on an LMS platform, see if you can repurpose elements for both audiences to foster efficiency and cost savings by setting up training assets that could be adapted for internal or external use.

Today’s platforms enable e-learning for all

  • There are platforms for companies of all sizes – from nearly free programs to large-scale enterprise suites. Each offers organizations the opportunity to provide training without the need for face-to-face interaction.
  • Participants can be invited or can register to take courses online. These platforms offer automated invitations and emails, with the ability to segment users through grouping participants or providing a custom registration form that allows users to only see or enroll in those courses on their “track.”
  • Additionally, the platforms offer personalization of the content as well as the assessment style. Incorporate videos and existing PowerPoints, or whatever content you have available. Showcase your most important points and ensure that users see what’s most vital. Deliver the required content to employees, clients, or vendors and give them a certificate at the end.

4 best practices for implementing your digital learning program

  1. Understand your learning requirements. Before you begin your search for an LMS, consider your company’s unique training needs. Who are you training and where? Do you need global registration and online navigation of courses? Is it important to test participants on the content they’ve learned, time their responses, display their progress, or provide certification at the end of the training? How much personal interaction do your trainers need? Exactly what is required to take your current training content into a digital format? Having an in-depth understanding of your training needs is vital to finding the right LMS.
  1. Select the right platform. There are a variety of options in digital platforms – from low-cost and simple to expensive global enterprise suites with all the bells and whistles. Factors to consider include ease of integration, analytics and reporting; pricing; and the level of customer support provided. While it may be tempting to go for more expansive LMS options, keep in mind the features you actually require and will likely use to meet your training needs. Don’t overload your LMS with features you won’t use.
  1. Consider your course content. Gather content for your program and determine if it’s clearly organized and designed in a compelling format that will engage users. Use the right balance of text and supporting imagery and include audio narration, video or animations to showcase key concepts. Develop interactive assessments to ensure your audience thoroughly understands all relevant information.
  1. Plan out your success. Once you’ve chosen your LMS, know that you’ll need to take some steps early on to do it right:
    • Develop a learning community. You’ll be able to use your LMS’s tools to create engaging spaces for shared conversation among your users.
    • Preview your content. Audit your existing content. What do you have that can be easily adapted for an LMS? What core content needs to be developed from scratch?
    • Plan for interaction. Think about your content on a digital platform. What would the ideal learning experience look like? Where can you make use of virtual tools like breakout rooms and chat?
    • Personalize your participants’ learning experiences. Today’s LMS platforms allow you to deliver training by function, role, or seniority level – or assign employees to different tracks.

Project Spotlight: Signal developed a product application training program for growers based on Rise Articulate 360 and Docebo that included interactive presentations, quizzes, a certificate of completion and reporting.

Digital learning is becoming the top choice for many companies who realize the benefits it offers. Give Signal a call for help making your digital learning program the best that it can be!