Background
IEH, a leading food safety consultancy organization, faced a unique challenge – how to monetize training content while keeping it accessible and engaging to their target audience. To tackle this challenge, they came up with an innovative solution – an IEH Academy with monetized training courses and free webinars.
IEH recognized that in today’s fast-paced world, busy professionals often struggle to find the time and budget to attend in-person training sessions. In response, they launched a series of free webinars that provided a concise and interactive way for professionals to stay updated on the latest industry trends and best practices.
Monetizing Content to Create Passive Income
To monetize their content, IEH offered attendees the opportunity to upgrade to their full training program. The response was overwhelming, with a significant portion of webinar attendees opting to invest in the full training program. This not only generated significant revenue for IEH, but also helped to build long-lasting relationships with their clients.
The success of IEH’s free webinars is a testament to the power of innovative thinking and customer-centric solutions. By recognizing the challenges faced by their target audience and offering a unique solution, IEH was able to successfully monetize their training content while also providing valuable insights and skills to their clients.
“When people sign up for our courses, I can keep track of them in the couses’s history. I can in, one glance, see what people are buying, which courses are more popular, and tons of other valuable data. The dashboard also is really useful to keep track of what courses people are taking. So we use all of this information for our marketing communications. We nudge people to take more courses by providing course recommendations. If we find that someone has signed up for a course, but they didn’t complete it, then we send follow up emails, prompting them to take and take a course and finish.”
Sharmila Kuthunur, IEH Science Journalist
Utilizing Free Webinars
One of the other reasons IEH Academy’s website presence continues to climb is their free monthly webinars, marketed through direct email and social media. Each time a person signs up, they are led back to the Knowledge Anywhere portal.
The free webinars were a huge success. Thousands of professionals tuned in to each session, eager to learn from IEH’s experienced trainers and subject matter experts. The webinars not only provided valuable insights and practical skills, but also gave attendees a taste of IEH’s premium training services.
Post enrollment data can then be analyzed and leveraged to use for marketing communications and as a qualified in-house lead generator for paid courses and services.
Results
As a direct result of these measures, IEH Academy’s website traffic is booming. Since last year, Direct Search is up 66% and Organic Search increased 132%! This traffic directly impacts marketing contacts the company can use for their email campaigns, and it highly impacts revenue from happy webinar attendees who convert to paid course customers.
