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Wednesday, 21 September 2022 12:27

Top authoring tools marketing mistakes to avoid

By Guest Writer

GUEST OPINION: Having a marketing strategy is as important as having a good product or service. If your marketing is not on point, then however good the product may be, you will never be able to unleash its true potential. The same rule goes for promoting an authoring tool, whether it is as known as Adobe Captivate or a newbie in the market.

So if you are planning to market an authoring tool, then you should try and avoid these pitfalls.  

Setting no measurable marketing objectives

You should know roughly what you want to accomplish. To make sure that every element of your approach is working, you need quantifiable goals. How many clients do you need to bring in this month to break even and make a profit on your authoring tool marketing campaign? Is getting more individuals to participate in your live demo or boosting sales metrics your top priority? And what is the timeline for your marketing? To judge the effectiveness of your marketing strategy, you must have evaluation criteria.

Waiting for leads conversion

Whether it be in the form of time, money, or client outreach, every marketing strategy demands an investment. You can't just sit back and wait for good leads to come in. To attain the desired results, you must interact with your target audience and optimize your landing page. Even though authoring tool listings are generally minimal maintenance, maintenance is still required. Examine reports, for instance, to change your PPC bidding level or include more pertinent terms. To establish a connection with potential customers, you want to think about combining it with content marketing and social media marketing.

Not taking into consideration low marketing tools

Many businesses disregard free or inexpensive marketing techniques because they believe they are ineffective. Some people even adopt the jaded viewpoint that you must invest a lot to reap a little. In actuality, a pay-per-click listing for an authoring tool yields quick results without burning the wallet. 

Having a problem-centric approach rather than a solution-centric one

Every business must overcome unique challenges. The same is true of your customers. They are looking for eLearning resources that deal with a certain problem. Even though it's crucial to discuss their issues, you ultimately need to offer solutions. Many vendors make the error of highlighting difficulties but then failing to address them. For instance, their CTA refers to high licensing costs or low employee engagement, yet their landing page does not include this information. So you should not be doing this. Your marketing strategy should highlight how your authoring tool gives solutions to problems.

Clingy behaviour towards qualified leads

Words like "hard sell" and "push" make customers uneasy. Since they took the time to review entries, everyone who views the web directory is a qualified lead. Therefore, all you need to do is appropriately direct their attention and explain why your offering is superior. Additionally, you may include a CTA button that motivates people to click without the use of gimmicks or false advertising.

Not being well acquainted with the buyers' needs

 The requirements and expectations of your target market should be at the heart of your marketing plan. What is lacking from the authoring software they currently use? Why do they require a new instrument to accomplish their goals for online training? What's more, how can your features give the practical advantages required to raise ROI? The value-added proposition is what determines everything. To tailor your marketing approach to cover all the essential elements, you must undertake your research to learn what they are seeking.


Make sure you do not end up making these mistakes while devising a marketing strategy for your authoring tool. Having the right strategy and approach will take you steps ahead of your competitors.

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