What is an integrated marketing website?

In the context of learning technology, an integrated marketing website helps to effectively market your courses, subscriptions or other products. When fully integrated into your learning tech, it’s possible to create a seamless user experience from discovery of your products to completion of your courses which increase sales, engagement and customer satisfaction.

Common features of an integrated marketing website

  • A course library to help people to find courses that are relevant to them
  • Landing pages for your courses to encourage users to enrol
  • Blogs, landing pages and other pages to support your marketing efforts
  • E-commerce functionality so that people can purchase courses, subscriptions and bundles for immediate enrolment
  • Self-management functionaluty through use of a content management system such as WordPress, Drupal or Strapi.
  • Search engine optimisation to increase traffic and sales from Google and other search engines
  • Integration with your CRM, Google Analytics and other tools to empower your marketing team
  • Single-sign-on so that users don’t need to log into multiple websites

Benefits of an integrated marketing website

  • Support a fully automated sales process, from discovery of your products (such as on Google) to purchase and enrolment
  • No need to set up users in your learning technology after purchase of your courses
  • Easy navigation between your marketing website and the learning technology
  • One design across your marketing website and learning technology
  • Show/hide content on your marketing website based on subscriptions, allowing for cross-polenation of free/premium content

Integrated marketing website considerations

  • In some cases, marketing websites can be built directly into the LMS to create a cohesive user experience. Other times it may be more appropriate to create and manage a marketing website separately to the LMS, but we can use SSO and custom designs to ensure a consistent user experience.
  • While it’s possible to create marketing websites with SaaS website builders such as Squarespace and Shopify, their limitations ultimately lead to fewer sales and a poorer user experience.

WordPress, Drupal and React can be good choices for building your integrated marketing website.