How To Stay Top of Mind With Your Prospective Students

Traditional marketing efforts such as TV, radio, print ads and direct mail are becoming less effective for successfully marketing your RTO. Prospective clients and students are spending more time researching their options on the web, and your marketing efforts need to adapt by focusing on this as your primary marketing channel.

Inbound marketing is a cost-effective way to attract prospective clients and students, and a great way to keep your RTO in front of mind. You need to create, publish and share content that will interest your prospective clients and students—this is where your RTO’s content strategy comes into play.

Here are some of the aspects that your RTO should keep in mind when trying to engage prospective clients and students online:

Make time to stay in touch with prospective students

Communicate regularly to ensure that you stay at the forefront of their minds. If you go too long without contact, or don’t send them regular updates and information, then you risk competitors taking your place.

That being said, don’t bombard them with material. Emails that are sent too frequently often become saturated and lose their value.

Differentiate your RTO from competitors

According to the Australian Skills Quality Authority, there are around 5000 RTOs in Australia. Competition is high, so you need to ensure that your RTO’s offerings stand out. Identify your USP (unique selling point) and use it to attract prospective clients and students to you, rather than your competitors.

Think about what makes you unique. Is it your rich history? Excellent sports programs and past student achievements? Or do you offer unique courses? Identify what makes your RTO stand out and communicate this in order to attract prospective clients and students.

Provide useful and beneficial content

You can’t create content that you presume is going to attract clients and students and simply hope for the best. You need a carefully crafted content creation strategy focused on producing information and content that your prospective clients and students are looking for—and that benefits them in some appropriate way.

You could provide career guides, course offerings, student stories, campus news or information about the town/city in which you are located. All of these types of content will interest your target market, and will position your RTO as a thought leader in your industry and region.

These are just some of the important aspects to remember when trying to engage with prospects on an online platform. To learn more about what you can do to capture and manage leads as early as possible, download our guide to lead management for your RTO.