As more companies within construction and building products consider digitising their CPDs to reach a wider audience, many are tasked with the conundrum,
I’ve never digitised my CPD before.
Similarly, those who are new to the world of CPDs may be wondering where, even, to start.
If this is the case for you, our recent series on digital CPDs for your building product/construction company may help you.
Today, we’ll be exploring some essential ‘dos’ and ‘don’ts’ worth considering for anyone looking to digitise their building product CPD.
Read on to find out more…
Do #1: Create Educational Value
CPD stands for ‘Continuing Professional Development’. It stands to reason, therefore, that those taking part in a CPD should come away learning something new.
Great news for building product manufacturers like yourself. You are experts in your product/solution. So, make sure you bring something new to the table and teach your audience something that they never knew before.
How can they solve issues and problems more easily?
How can they complete projects faster?
What new technology enables them to work more efficiently?
These are all questions worth considering when carrying out your CPD planning.
Additionally, creating educational value also involves you backing up your points with legislation, so, where possible, include this within your CPD, too.
Do #2: Include Case Studies
In the absence of physical product demonstrations, your digital CPD needs to be creative in the way it brings your product/solution to life.
We highly recommend including at least two case studies within your CPD. Your case studies should solve different pain points to allow the architect, specifier, or other participant to see your product/solution in a variety of contexts.
Pro Tip: Including a testimonial from one of your clients will give your case study even more solidity.
Do #3: Be Objective
If you’re operating in a certain space, it’s important to outline some of the alternative solutions available – other than your product. Outline the pros and cons of each solution and NEVER run down someone else’s product.
People are much more likely to engage with something if they know they’re not being sold to.
Educate first, always.
Don’t #1: Be Overly Pushy Towards Your Product/Solution
This ties in with my previous point. A CPD is not a sales pitch. In fact, we strongly advocate not even mentioning your product/solution until the end of the CPD session.
Instead, focus on the educational value of your CPD. Create commonality by identifying the pain and frustrations that your audience faces.
And then, lead with,
Many architects like yourself are benefitting from XX solution as a way of solving XX issue.
There’s no need to say your product is better than the rest. Hopefully, your knowledge and passion should be enough to demonstrate your brand values in the best possible light.
Don’t #2: Neglect Your Tech Stack
Part of digitising your CPD is about ensuring it works for you. How you create your CPD and how you promote your CPD will rely heavily on your tech stack.
If hosting your CPD on your website, you should utilise the functions of automation to send a friendly ‘thank you’ email to new sign ups.
There should also be functions in place to allow you to capture leads via a form on a high-conversion landing page.
How will you reach out to participants once they have completed your CPD?
These are just a few key considerations when digitising your CPD. With software like HubSpot, you can carry out all functions in one place – simplifying your processes.
Technology needn’t be complicated. It’s about choosing the right software that allows you to do multiple things simultaneously.
If you would like any more information on what Insynth can do to help digitise your CPD session(s), head over to our CPD services page. There, you will find an in-depth review of our CPD creation process.