By: Joshua Finley

Registered Training Organisations (RTOs) are a cornerstone of the Australian Vocational Education and Training (VET) system, delivering nationally recognized training and qualifications across diverse industries. With over 4,000 RTOs operating across the country, this sector is pivotal in equipping the workforce with essential skills and knowledge. However, the sector faces unique challenges, including regulatory compliance, maintaining quality standards, and adapting to the evolving needs of the job market. These challenges are compounded by frequent updates to the standards governing RTOs, requiring organizations to stay agile and innovative to remain compliant and competitive.

Marketing Challenges for RTOs

RTOs face specific marketing challenges that prevent most from being able to scale their operations profitably. This is where Nathan Wade comes in. Nathan is a distinguished marketing leader with a wealth of experience in transforming Registered Training Organizations (RTOs). 

His career includes pivotal roles as the National Marketing Manager and Chief Executive Officer at 2 industry-defining RTOs. 

Wade describes himself as a field-taught, battle-proven marketing leader and strong coffee enthusiast.

During his initial tenure in the Training Industry, Wade joined a fledgling RTO when it was just the founder and himself. He was instrumental in developing the corporate strategy and managing all growth, sales, and marketing activities. Under his leadership, this RTO quickly became the most successful forklift and industrial equipment training organization in Australia.

Wade’s achievements include:

• Being the youngest person ever to teach in an Australian TAFE at just 18.
• Consulting to and guest lecturing on Digital Marketing at the University of NSW.
• Becoming the CEO of a public company by the age of 35.
• Building multiple highly successful businesses.

Wade’s efforts have seen him rapidly grow and scale multiple RTOs. His contributions have left a lasting impact, with industry professionals still recognizing his influence years after his departure from his first business in this space.

The Four Common Marketing Mistakes that RTOs Make:

Marketing for Registered Training Organizations (RTOs) can be challenging and fraught with pitfalls that can hinder success. Wade highlights the four most common mistakes RTOs make and how to avoid them.

Finding a Unique Point of Difference Between Your Courses and Everyone Else’s

The first critical mistake RTOs often make is failing to establish a unique point of difference for their courses. “What we are seeing,” Wade explains, “is a saturation in the market where many courses appear identical.” To stand out, RTOs need to clearly articulate what sets their courses apart. 

Wade has clear and proven strategies that his team have implemented in over 30 RTOs to nail this all too common problem.

Nailing Your SEO and Paid Advertising to Consistently Provide a Scalable ROI

Effective marketing today requires the right online strategy. Wade emphasizes the importance of knowing how to adapt any Search Engine Optimization or paid advertising campaign to suit the training industry. “SEO and paid ads should not just be about visibility.” 

RTOs need to know exactly how to reach their ideal customers at the beginning and at the end of the buying cycle. They then need to combine this with the right tracking to understand exactly where to invest to ensure their courses are not only seen but also converting leads into enrollments.

Implementing Strategies to Maximize the Lifetime Value of Your Students

Another common oversight is focusing solely on the initial sale rather than the lifetime value of students. “The real value lies in nurturing long-term relationships,” Wade asserts. RTOs should implement strategies that keep students engaged and coming back for more, such as offering advanced courses or continuous learning opportunities. This approach not only boosts revenue but also enhances student loyalty.

Offering advanced courses and continuous learning opportunities helps in building long-term relationships and enhances student loyalty.

Perfecting Your Website and Marketing to Automatically Convert Traffic into Bookings While Remaining Compliant

Lastly, Wade highlights the need for a well-optimized website that converts visitors into bookings seamlessly. “Your website is your best salesperson,” he notes. It should be user-friendly, informative, and compliant with regulatory standards. A high-performing website, coupled with strategic marketing, can significantly increase conversion rates and ensure sustained growth.

A high-performing, user-friendly website is vital for converting visitors into bookings. It should be optimized for user experience and compliant with regulatory standards to ensure smooth operations and high conversion rates.

Through working with countless RTOs, Nathan’s team have numerous high-converting templates ready to implement.

Wade offers 30-minute RTO Marketing Breakthrough Sessions for those looking to have the 1-2 biggest roadblocks in their current marketing revealed. Interested individuals can find more details on the Disrupta web page or via Nathan’s LinkedIn account. 

If you have a lofty growth target in your RTO and are unsure how to best leverage your current marketing then find out how Nathan Wade’s team can help.

Published by: Nelly Chavez