Lead generation techniques for information technology training companies

In some ways information technology training companies have it made when it comes to marketing. With mandates like the DoD’s 8570 requiring the CISSP and employers using certs to prequalify job candidates, information technology training companies have a steady flow of clientele seeking their product. There’s little need to educate clients on why they need training. The challenge lies in convincing clients that your training is the best. An often neglected means of doing so are the very marketing vehicles that IT pros are already comfortable with: case studies and white papers. These are also proven lead generation techniques.

Every white paper and case study you create should be posted on your Web site. Require visitors to complete a short registration form after reading a paragraph or three of your white paper or case study. Also send the link to the registration page in your e-newsletters and other customer-facing communications, allowing users to easily forward the information to their colleagues. 

Consider syndicating white papers with a vendor that can target the appropriate verticle and job title. (You don’t want to promote a white paper on how to prepare for the CISM to an application developer.) In addition, a vendor that owns multiple properties like TechTarget or TechWeb will have a further reach because they have several different audiences.

Finally, consider pay-per-click advertising. With the right keywords, you can pre-qualify leads that come to your registration page. Just remember, again, to tease readers with some of the content before you throw a registration page at them. At the very least, post an abstract of your white paper. At most, consider a full page.

And don’t forget to give users an opportunity to opt-in to your mailing list via your registration pages. Many information technology training companies rely on their list to communicate upcoming classes and discounts. Your white paper/case study registration pages are an easy and inexpensive opportunity to grow your e-mail list.

Next week we’ll look at some of the topics information technology training companies might consider for their white papers and case studies. In the meantime, share some of the lead generation techniques you’ve used. — Crystal Bedell, Freelance Technology Writer and Content Developer