In the Higher Education B2B sector, I frequently conduct webinars focused on the content of our product solutions, mainly our online learning platforms. Webinars offer a unique way for interactive product demonstration. Attendees learn the benefits of an online learning platform and how they can incorporate it into the next semester.
I was struggling to reach medical coding instructors since most instructors in this field are adjunct professors. These adjunct professors are mostly working full-time in the medical coding field, and therefore not immediately available on-campus. Medical Coding Instructors usually do not use an education email address, but prefer to use their personal email addresses, such as Gmail. Most email list rentals, such as MDR Market Data Retrieval the leader in higher education email list rentals, focus only on .edu email addresses. This creates quite a challenge on reaching instructors in the medical coding education field.
My average attendance rate for medical coding webinars is between 15-20 instructors. Our core textbook Conquer Medical Coding, is published yearly which meant that many instructor attendees were rolling over to the new edition of the textbook and online learning platform. My objective was to curate new business opportunities, so I turned to Linkedin Advertising Solutions to expand my efforts on recruitment for online webinars.
Confirming the Audience
Before I set-up my campaign, I got to know my audience. I searched for Medical Coding Instructors and turned up short. I took a different approach and searched for the skill sets of Medical Coders fluency in code sets like ICD-10, CPT, and HCPCS. This second searched allowed me to find several individuals on Linkedin who identified themselves as Adjunct Professors.
I selected my target audience as individuals with the skills of the code sets that matched the content of the textbook, and selected Higher Education as a field. This field selection eliminated individuals who worked as professional medical coders who weren’t educators. I set-up up a limited budget of $50 a day for 3 days with the call-to-action as the registration link for the webinar.
I attracted 10 new leads to my first webinar series and 8 to my second webinar series. When I analyzed the results, I found that the ad was shared with a fellow instructor at the same institution. Also, the provided registration link proved troublesome for interested attendees. Many interested instructors followed the company page and instead asked to be sent the direct registration link.
Linkedin can be an innovative way to reach your audience if the marketer has a good understanding of the skill sets and fields they would like to reach. I would also recommend a direct registration form on your company’s website instead of relying on standard forms.