Many companies within the building products and construction industry are implementing CPDs as part of their core marketing approach.
Why? CPDs serve a multitude of purposes. Firstly (and perhaps most importantly), they help to educate. By providing professional development to an architect, you’re developing their practice, helping them to make more informed choices in the future.
Secondly, CPDs are a great way to demonstrate thought leadership. As a company within the building products and construction industry, reputation is everything.
Thirdly, CPDs could drive architects and specifiers to choose your solution for one of their upcoming projects. This may only be the case if done right, however.
Today, we share some top tips on how to create an effective digital CPD presentation that will help you to educate, demonstrate thought-leadership and, ultimately, sell.
Why Digital CPDs?
As we’re all aware, the recent upheaval of COVID-19 has forced many of us to change the way we work. In many cases, this has prompted us all to adopt a more ‘digital’ approach to how we work.
A CPD that can be accessed any time, any day is something that is greatly appealing to the modern-day architect. What’s more, hosting your CPD on your website is a great way to capture potential leads, enabling you to build and nurture relationships.
Tip #1 Make Your CPDs Engaging
Most of you will know that architects are required to engage in a certain amount of CPD a year. In other words, they’re mandatory. For this reason, it’s important to make your CPD as engaging as possible.
This doesn’t necessarily mean an all-singing-all-dancing extravaganza. But, on the other hand, your CPD should be more than just clicking and reading.
Make your CPD challenging and testing for the participant. Prompt them to dig deeper. We recommend asking questions in between key segments.
Tip #2 Adopt a ‘Modular Learning’ Approach
Rather than creating a non-stop 45-minute video, we recommend you splitting your presentation into ‘chunks’ or ‘modules’. This way, the participant can fully interact with one segment at a time.
And if they haven’t got time to complete the full CPD, they can come back to it at a later time.
So, divide your messages into simple, manageable chunks if you want your participants to fully engage (whilst saving their sanity).
Tip #3 Keep it Simple
Keep your presentation simple and to the point. Too many videos and animations will distract learners from the main aims of the session. That’s not to say, however, that videos and images are banned. You just need to think carefully about how they are used and whether they support your learning outcomes.
There are other strategies – such as the ones mentioned above – which will help engage the participant, so keep it simple.
Tip #4 Cater For Different Learning Styles
People learn in a variety of different ways. Some people are visual learners, meaning that they absorb information through charts, graphs and images, helping them to form a clear idea of what’s being taught.
Others are auditory learners. Rather than reading reams of information, these people prefer to listen to it being delivered. That’s why we’d highly recommend a voice over to help support the main aims of the session. The beauty of a voice over is that you can mute it, if you choose to.
Thirdly, and perhaps most challenging when talking about ‘digital’ CPDs, is that some individuals are kinaesthetic learners. This means that they learn by doing. In other words, these individuals respond better to physical participation, as opposed to visual or auditory. To appeal to the more kinaesthetic individuals, remember to incorporate the use of quizzes and questions to keep them engaged.
Of course, it will be difficult to cater for all different learning styles, but we recommend that you aim for at least two. That way, you’ll set yourself apart and create a lasting impression.
Tip #5 Don’t Forget Your Case Studies
Always demonstrate your product in action. This will give your CPD a context, and the ability for architects to see the positive impact that your solution will have.
When we complete monthly reports for our clients, case studies seem to be one of the most visit areas of their website. Why? Because specifiers want proof that your product is as good as you say it is.
So, embed your case studies into your CPD.
Conclusion: Educate, Don’t Sell
Nobody likes to be sold to nowadays. We live in a world where we don’t need to be sold to because all the research we require is at our fingertips, on the internet.
Millennials, in particular, are famous for hating being sold to – probably because we’re not used to double glazing salesmen knocking at our doors and selling us a dream. Before I make a purchasing decision, I carry out my own research first. And this is absolutely true for architects.
Make the main aim of your CPD about education and your product will speak for itself.
For more information on how Insynth can help you with your CPD, talk to one of us today.
Insynth Marketing is a leading UK construction marketing agency based in Shifnal in the West Midlands.
They use the latest inbound marketing techniques such as construction inbound marketing, to support building product companies to grow their business by proactively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.