Why Personalisation is the Key to Your RTO’s Student Enrolment

Personalisation is the key to standing out in today’s cluttered digital landscape. A DemandGen report shows that leads who are nurtured with personalised content produce a 20% increase in sales opportunities. This is not surprising as it makes sense that prospects are more interested in reading content that is relevant to their interests and needs.

If RTOs engage students with personalised content, they are for more likely to see an increase in student loyalty and student enrolment. This is supported by the Harvard Business Review which states that customers who perceived a suppliers’ content was tailored to meet their specific needs, were 40% more willing to buy from that supplier. In this blog why it’s critical RTOs add this essential personal touch to all their communication.

Make content personal to increase conversions

When your students receive information from you that they are interested in, they’re going to be more likely to convert. To create personalised content you need to begin with your personas. You need to look at the psychological and sociological drivers and motivators that are at the core of your personas. Once you’ve identified these, you are in a far better position to create the content that will engage your prospective students.  

Make content personalised to reduce your marketing

Personalised emails improve click-through rates by 14% and conversion rates by 10%. Personalisation also reduces the large amount of generic emails you have to send out, hoping students will respond to them. By segmenting your lists and creating a personalised experience, you can reduce your emails and increase your open rates. As you nurture your student leads, you can push them further down the sales funnel towards filling out an application form.

Make content personalised to improve lead nurturing

The main purpose of lead nurturing is to educate your students and provide them with more information about the courses and training offered. Using marketing automation you can segment your lists and send your top of funnel leads the information and introductory content they’re interested in. You can continue to engage them until they’re at the bottom of your funnel when they’re ready to receive more in-depth content.

Make content personalised to improve sales calls

Personalised sales content will ensure your sales team can engage students when they call them, rather than connecting with a student via a ‘cold call’, which is essentially a missed opportunity. With the right lead intelligence, you can ensure your sales messaging is always right on target.

Make content personalised to improve your website

If students visit your website regularly and keep seeing the same content, they’re not going to be very engaged.  Microsoft Research shows that the first 10 seconds of the page visit are critical for your users’ decision to stay or leave. You can persuade them to stay by using personalisation through dynamic content to present your visitors with something new and relevant to where they are in the sales cycle, each time they visit your site. Whether you choose to segment by list or lifecycle stage, you can ensure you’re presenting content that will interest them, align with where they are in the sales cycle and ensure they move further down the sales funnel to the final stage of student enrolment.

Make content personalised to delight your students

Personalisation is all about getting the right information to your prospective students at the time when they really need it. By doing this, they’ll start to feel you really understand their needs and you’ll be positioning yourself as an education leader in their minds. Personalised content will differentiate your RTO, positioning you as an educational expert that cares enough to listen to students and deliver the information they are looking for.

Personalisation – the way to increase student enrolment

Lupo Digital is an inbound marketing agency that specialises in engaging students with personalised content unique to their stage in the admission cycle, intended area of study or website activity. Our aim is to speed up the enrolment cycle by shortening the length of time between a prospective student’s first engagement and their application submission.  

For more information about how inbound working for RTO's, download our executive guide to inbound marketing for RTO's.