Your RTO has grown, so much so that you’re busy juggling increasing amounts of student enrolments, looking after your trainers, and adding value to your existing cohort. On top of all that, you have the day-to-day tasks to think about– emails, support, management, and somehow between all of this, you also need to think about your marketing.
If you already manage a website, email marketing, and social media account, you’re familiar with how time-consuming even low-cost marketing can be for RTOs.
Finally, you’ve done some research and come across ‘marketing automation’.
Sounds good, doesn’t it?
So what is marketing automation, and how can you as an RTO put it to good use?
Well, we’re glad you asked.
Simply put, marketing automation refers to any application or process which aids you in automating parts of your marketing process.
Think: Instead of logging in to Facebook every day to post a photo at the right time (and sometimes forgetting!), you schedule all of your posts for the month and the marketing automation software automatically posts your content.
You get the idea. So why should your RTO be utilising these magical tools?
Your time is precious.
Essentially, marketing automation allows you to plan your time carefully– you can spend one designated day on your content, then wipe your hands of social media for the rest of the week, month, or year (if you are wildly organised!)
Your target market is human.
Last time we checked, most RTOs aren’t trying to recruit students of the bovine persuasion. Your audience is human, and no two humans are the same.
What appeals to Taylor may not appeal to Adrian. Susan may have different educational needs than Kyle.
Marketing automation software can segment your database for you and ensure your message reaches the right people.
Learn where and when your audience is the most receptive.
Many marketing automation software will provide you with analytical data on what time of the day your audience is online and most likely to respond to your marketing efforts.
All you have to do is connect your social media page!
Revel in the data.
Data is king in the world of marketing. You can’t (or shouldn’t) make decisions before first knowing which of your campaigns was the most effective, how many people liked ‘this’ photo over ‘that’ photo, etc.
Data gives you the information you need to get things done, and marketing automation software will often not only provide you this data, but help you interpret it as well.
It’s not rocket science.
Does marketing automation sound like something you would use for your RTO so far?
Well, we’ve got good news for you. It’s easy to use!
The main functions of marketing automation, such as scheduling your content, are intuitive and easy to understand.
So there you have it!
Just remember: If you’re seriously considering introducing marketing automation to your RTO, don’t forget that people are still people, and there is a reason it’s called ‘social’ media.
Automate what content you can, but always keep the human element alive and your followers will thank you for it.
Magic Map Magician