Leadership without authority
Discover science-backed leadership strategies for L&D professionals that build influence without formal authority.
If you’re an instructional designer wondering how to improve learner engagement and retention, you’re not alone. This post explores marketing strategies for instructional designers — actionable, creative techniques borrowed from the marketing world that can completely transform how people experience your learning content.
It turns out marketers have mastered the art of attention, emotion, and action — all of which are crucial for effective learning too. Whether you’re building online courses, training programs, or internal L&D campaigns, these strategies will help your content stand out and stick.
Let’s dive into 7 marketing strategies for instructional designers that actually work.
Both marketers and instructional designers aim to change behavior and influence thinking. The difference? Marketers are often much better at getting attention and driving action.
They obsess over open rates, conversions, and emotions. They design journeys. They speak in headlines.
As instructional designers, we can do the same — but often don’t. Adopting a marketing mindset doesn’t cheapen your content; it amplifies its impact.
Based on Daniel Kahneman’s Nobel-winning research, we process the world using two systems:
Marketers engage System 1 first — with powerful stories, visuals, and emotional hooks. Only then do they bring in the logic.
You can do this too:
When you lead with emotion, you open the door to deeper learning.
Marketing strategies for instructional designers start with knowing your audience deeply.
Marketing campaigns never target “everyone.” Instead, they’re laser-focused on fictional profiles built from real research.
Learning experiences should do the same.
Example:
To create personas:
Designing for “everyone” helps no one. Design for someone instead.
Let’s be real: most learning content sounds like it was written by a committee trying to impress a panel of PhDs.
But here’s the thing: learners aren’t grading you. They’re trying to get something done.
Marketing copy is punchy, clear, and emotionally tuned. It:
Instead of:
"This module facilitates comprehension of customer relationship management methodologies."
Try:
"Learn 3 simple CRM tricks to save hours of admin time — no tech skills needed."
Tip: Read your course scripts out loud. If it wouldn’t work in a coffee chat, it won’t work in your course.
Marketing strategies for instructional designers should emphasize journeys, not one-offs.
Marketers build campaigns, not one-time messages. We should too.
Instead of a single webinar or course, try:
Example: A 6-week internal sales training program with layered touchpoints led to a 4x boost in learner confidence.
Reinforcement = retention. The Ebbinghaus forgetting curve says 70% of new info is forgotten within 24 hours. Learning journeys fix that.
You don’t need a fancy LMS to build a brilliant experience.
Borrow tools marketers already use:
Most of these tools are affordable (or free!) and super user-friendly. One client saved 15+ hours a week just by automating follow-ups.
AI is here — and it’s here to help. From ChatGPT to Canva Magic Write, today’s tools let you:
Save your energy for creativity, not copy-pasting.
But remember: AI doesn’t replace your expertise. It supports it. The magic happens when you combine smart automation with human intuition.
L&D often struggles to prove impact. Marketing doesn’t.
Want more buy-in from stakeholders? Show:
For example:
"This onboarding revamp cut ramp-up time by 20% and improved 30-day retention by 15%."
You don’t need a huge dashboard. Just start tracking. Even small wins build credibility.
If there’s one idea to take away, it’s this:
The power of your learning experience isn’t just in the content — it’s in how you get people to care.
When you blend smart marketing with solid instructional design, you don’t just create information. You create transformation.
🎯 Which strategy are you going to try first?
Discover science-backed leadership strategies for L&D professionals that build influence without formal authority.
Learn how to create courses that use audience analysis to boost success rates and transform your learners’ lives.
Marketing strategies can truly elevate instructional design by making content more engaging and impactful. By focusing on emotions, clear messaging, and targeted personas, learning experiences can become more effective. It’s fascinating how adopting a marketing mindset can transform traditional L&D approaches. A 6-week program with layered touchpoints, for example, significantly boosts learner confidence. Why not start by creating detailed personas to better understand your audience? Given the growing economic instability due to the events in the Middle East, many businesses are looking for guaranteed fast and secure payment solutions. Recently, I came across LiberSave (LS) — they promise instant bank transfers with no chargebacks or card verification. It says integration takes 5 minutes and is already being tested in Israel and the UAE. Has anyone actually checked how this works in crisis conditions?