Since the mass embrace of the internet, the path your customers take from being prospects to paying clients has changed, and your marketing needs to change to reflect the altered buyer behaviour if you want your business to thrive in the training market place of today.
RTO Marketing for today’s buyer
The good news is that RTOs and other training organisations can map their marketing into the modern buying habits of todays educated consumer by using the “buyers journey”. This will assist in generating leads and getting ahead of the competition.
The modern buyer goes through a buyers journey consisting of three stages, and if we know them and market to them not only will our marketing be more relevant, but we also have the chance to get in front of buyers well before the competition ever gets a look in.
The three stages of the buyers journey
Awarness – buyers are becoming aware they have a need or problem.
Consideration – now aware of the need or problem, buyers are looking for solutions to help them.
Desicion – buyers now have chosen a solution and are looking for a product or service to provide the chosen solution.
Buyers in awareness stage are just starting to realise they have a need or problem.
For example, a technician may have started noticing that other people in the same field are demonstrating knowledge of a new technology he has not been exposed to.
A manager may notice that she is not as strong in leadership techniques as she would like.
The first thing people in awareness stage do is to jump on the web to research the problem, and they are looking for content to help them frame their needs.
A good blog post targeting awareness could be something like; “Emerging trends in technology that all technicians need to be aware of”, or “Are your staff following your lead or just doing as they are told”.
Both these articles need to be about helping people crystalise their problems, and your content offers should also match, so you may offer ebooks that expand on the subjects.
People in consideration mode know they have a problem and they are looking for a solution to fix the problem, but note that they are not yet looking to BUY a solution.
This is still a research stage, and they are now trying to home in on all the likely solutions to help them fulfil their needs.
For both our previous examples, the buyers may be trying to decide between buying books, taking online training, on-premise training, or doing complete certifications.
Here you should be creating content that helps people decide on a course vs a book, or that talks about and helps people with aspects relating to solutions for their needs.
You can talk about your own training organisation now, but you should keep it to things like case studies and content where you are showing how you have helped people with solutions for thier problems.
In desicion stage we are finally at the point where poeple are looking to buy something from some one, an this is the stage where marketing is going to hand off to sales.
People in desicion stage know they need a particular solution and they are on the hunt for a provider for it.
There won’t be a blog or content offer here, just a call to action and a form. Typically, decision stage call to action is going to be something like; “book a free learning consultation”.
The previous stages of the buyers journey will have satisfied people’s demand for information, meaning that the leads that come through to sales should be marketing qualified leads, and mostly should be ready to buy.
The early bird
Because most training marketing is only aimed at consideration and decision stage buyers, not awareness stage, much money is being left on the table as RTOs let buyers drift off to other solutions, competitors, or even complete inaction.
Not only that, but you can expect that the quality of leads your sales team handle to be much better too.