5 Marketing Tactics Every RTO Should Consider

There’s never been a more important time for RTOs to create winning marketing strategies. Why, consumer trust is at an all time low thanks to the uncertainty that COVID-19 has brought with it.

How is it possible to innovate when marketing is an integral part of the Student Centred Audit? This article clearly lays out your responsibilities and this fact sheet from ASQA is another great resource to keep you on track.

Essentially you need to ensure that your messaging is clear and accurate. When you have achieved that, consider these trending tactics.

Image by Taryn Oshiro-Wachi

1. Blog It Out and Gain Significant Reach

If you’re reading this it's proof that blogs still have a place in your marketing strategy. Blogging is still super important to connect with your prospects and current customers. It’s a chance to show your authority in an area, provide value and gain trust. How do you go about it? Well, you’ll need a platform if you don’t already have one as part of your website. Check out free tools like Wordpress or Wix if you’re starting out.

 Then you’ll need to start writing. There are some great free resources out there that can help you with your writing style, but the biggest thing to consider is what problems your target audience is facing which will provide insight into what they are searching for online. Get a list of search terms together using a tool like Answer the Public, and check them out using a free tool like Uber Suggests to find out how many monthly searches they have. From there you can create a task list of blogs for the foreseeable future. You won’t see instant results…it can take up to 6 months to get traction on a keyword or search term, but it is worth the investment, as once you build the momentum you will increase web traffic which should in turn, increases leads.

 2. Create a Compelling Social Media Strategy

Well, who wouldn’t have guessed this?? Especially as there were 20.50 million social media users in Australia in January 2021. This is equivalent to 79.9% of the population (if you think that a person only has 1 account, which is perhaps unlikely).

 The best thing to do is to survey your customers and find out what social media they use and where they spend most of their time. Also find out what they like (ie videos, live broadcasts, graphics and so on). Since Covid-19 and the switch to a more flexible work-life balance, video production has become less polished and professional and it’s more about the pace at which you get your messages out. Grab a light ring from Kmart and hook your phone up to it. You’ll be surprised how professional your videos can look. Use a video editing tool like iMovie or Pinnacle Studio for beginners or Premier Pro for those with a bit more time on their hands.

 Just remember if you are using any of your students in the videos or posts you get a written consent that is saved either in a form in your Online Assessment Solution or on paper that is retained.

 3. Get into Podcasts

Would you believe that half of all podcast listeners are aged 12-34! Forbes has suggested that this trend is only like to boom. People are looking to learn new things at all times of the day and listening and not reading or watching is a great way to multitask and learn on the go. A great idea would be something similar to what Study Gold Coast has done with their podcast. They interview students who give incredible insights into student life and what benefits they have gained. These will serve as great case studies for your prospective students, as well as market insights to feed into your marketing strategies. It will ultimately be a fantastic way to advertise to your target market showing clear and accurate examples of what to expect.

 4. Events Are Still Viable

All is not lost due to social distancing rules as events can be held online! In addition, as more and more of the population are being vaccinated it is expected to have a positive impact on lockdowns and social distancing measures.

Just recently, the Gold Coast hosted the biggest careers event in Queensland which attracted bus loads of students who also had the opportunity to come on the weekend.

 Many RTOs are getting great traction from open days as Year13 pointed out that 92% of young people still want to go to a physical open day. However, their research also showed that 70% of those surveyed still want online events to continue. These online events have broken down the geographical barriers to attendance as well as the time constraints around how many can be attended. "Young People want the best of both worlds now.” Stated Co-founder of Year13 Will Stubley in a recent Velg Training webinar. He chuckled and pointed out that, Marketers need to provide their promotional services in a variety of ways to reach their target market. Their research also showed, that when potential students get to a careers event, both physically or virtually, the number 1 thing they are looking for are the potential career outcomes.

 5. Partner Up

Who promotes their products or services to the same market as you? Consider the power of leveraging their networks alongside yours. If most of your intake comes from school leavers consider working with Year13. Or think a bit more left field. Where does your target market go for information and where do they go to relax? Maybe you could run a seminar at a local library or school or even host a party at a local bar or restaurant where your students hang out.

Even though times are uncertain, one thing can always be certain - change. Marketing is adaptable and the strategies you use are based on your RTO’s goals. No matter what tactic you use, ensure your message is clear and accurate and you have followed ASQA’s guidelines for compliance. Then, if you see a strategy working, repeat it. If it dwindles innovate.