5 Marketing Strategies Every Training Provider Should Use
Now more than ever, training providers need to create winning marketing strategies. Consumer trust is at an all time low due to the uncertainty that COVID-19 has brought with it.
But marketing is a central focus on the Student Centred Audit, with its own set of requirements under the Standards. This article clearly lays out your responsibilities and this fact sheet from ASQA is another great resource to keep you on track.
Basically, you must make sure that your messaging is clear, current and accurate. When you are sure of that, consider these trending strategies.
1. Gain Significant Reach Through Blogging
The fact that you’re reading this is proof that blogging still has a place in your marketing strategy. It’s still a super important way to connect with your prospects and current customers as you demonstrate your authority in an area, provide value and gain trust.
How do you start? 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 just starting out.
Next, you need to get writing. There are some great free resources out there that can help you with your writing style, but the most important thing to consider is what problems your target audience is facing. This will provide insight into what they are searching for online.
Then, create a list of search terms 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 get. From there you can create a to-do list of blogs for the foreseeable future.
Results won’t be instant… it can take up to 6 months to get traction on a keyword or search term, but it is worth the investment. Once you start building momentum you will increase web traffic which should in turn, increases leads.
2. Get Social!
It’s more important than ever to have a captivating social media presence. Especially as 20.50 million people (79.9% of the population!) were on social media in Australia as of January 2021.
One approach is to survey your customers and find out what social media they use and where they spend most of their time online. Also, find out what content they like (ie videos, live broadcasts, graphics and so on).
Since Covid-19 and the move to a more flexible work-life balance, video production has become more mainstream. You no longer have to farm work out to a videographer or professional editor, there are multiple software options available for those looking to create their own videos.
Get yourself a light ring from Amazon and hook your phone up to it. You’ll be amazed how professional your videos can look. Use a video editing tool like iMovie or Pinnacle Studio if you’re a beginner, or Premier Pro if you have some video editing or experience for those with a bit more time for learning on their hands.
Which ever method you use, just remember – get the message out! Almost as important as the content is the rate at which you are getting it out there.
Just make sure that if you are using any of your students in the videos or posts you that get written consent that is saved either in a form in your Online Assessment Solution or on paper that is retained.
3. Podcasts Are Your Friend
Can you believe that half of all podcast listeners are aged 12-34! Forbes has suggested that this trend is only likely to continue to grow. People are looking to learn new things at all times of the day and listening is a great way to multitask and learn on the go. As one member of the Cloud Assess Marketing Team says, nothing makes doing the dishes or folding laundry more exciting than a good podcast!
One 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. Don’t Forget About Events!
Online events have become a viable alternative during the days of social distancing. In addition, as we reach our vaccine targets, 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 training providers are getting great traction from open days. As Year13 pointed out, 92% of young people still want to go to a physical open day. However, their research also showed that 70% of those surveyed still also want online events to continue. This tells us that choice is key!
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 also 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, their number one reason for attending is the potential career outcomes.
5. Team 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.
The world’s your oyster!
Even in uncertain times, you can always be certain of change.
Marketing is adaptable and the strategies you use are based on your training provider’s goals. No matter what tactic you use, ensure your message is clear, current and accurate and you have followed ASQA’s guidelines for compliance.
The bottom line: if you see a strategy working, repeat it. If it dwindles innovate.