How A Fractional CMO Can Benefit Your RTO’s Inbound Marketing Strategy

If your RTO is expanding, hiring new employees, rebranding, or rehashing an ineffective inbound marketing strategy, then you have likely looked into hiring a CMO. A CMO can plan, optimise and execute an effective marketing campaign for your RTO. However, full-time CMOs also require premium salaries, which isn’t always in the budget.

Fortunately, there is a way for you to reap all the rewards of a highly effective CMO without having to create a full-time position, or pay out a large, full-time salary. You could look into hiring a fractional CMO.

What is a fractional CMO?

A fractional CMO is a part-time (sometimes off-site), or freelance professional that offers the same services as a full-time CMO, for just a fraction of the price. They work in direct contact with C-level executives to create effective inbound marketing strategies, and then liaise with the sales and marketing teams to ensure that it’s implemented according to best practices.

How can a fractional CMO benefit your RTO?

Let’s look at the top 7 benefits of employing the services of a fractional CMO:

1. You’ll save money

We’ve already mentioned that fractional CMOs are not as costly as full-time hires, which means you will save a significant amount of money when you hire one.

2. They close the leadership gap

It is not unusual to find a gap in communication and coordination between sales/marketing employees and CEOs, as well as other C-level executives. A fractional CMO works in a position between the two and will help to bridge the organisational gap.

They work with high-level management to develop an effective marketing strategy. Then liaise with the teams to provide expert-level guidance and ensure the successful implementation of the inbound marketing campaign.

3. Maximise your marketing budget

A fractional CMO won’t just assist you in allocating your budget, they will also ensure that it is channeled into areas that maximise ROI and lead generation.

Their previous experience, data results and professional drive means that they can make the most of any budget, no matter the size.

4. Skilled data analytics

Any fractional CMO worth their salt will have a solid understanding of marketing analytics, and how to use data-driven results to create a successful marketing strategy. A fractional CMO can use analytics to recommend the most appropriate marketing automation software and ensure that your RTO is making use of the best marketing methods to convert leads.

5. No long-term commitment

You don’t need to make any long-term commitment with a fractional CMO, as they are only contractually bound to your company for as long as you need their services. As such, you don’t have to worry about paying a full-time CMO when they aren’t essential.

6. They bring an outside perspective

It’s easy to lose sight of the bigger picture when you are involved in the day-to-day running of an RTO. A fractional CMO can offer an outside perspective and insights into activities or factors that increase growth.  

7. Dedicate, drive and strategise successful actions

It’s one thing to analyse data, but quite another to drive purposeful action from it. A fractional CMO will be able to analyse and examine your marketing strategy, and then work on its weaknesses and capitalise on its strengths. They could also start a new and more effective marketing strategy if yours isn’t where it should be.

A fractional CMO is an effective way to get the CMO-level experience and services for your RTO, without incurring the costs of a full-time employee. They provide on-demand, professional perspectives on customer conversion and sales development, and apply the best practices for effective marketing execution.

Lupo Digital is an inbound marketing agency that specialises in inbound marketing for RTOs, helping them with their student engagement and building strong ongoing relationships with their prospects and students. We have a passionate, experienced team dedicated to bringing all the benefits of inbound marketing to RTOs. For more information about how inbound marketing works for RTOs, download our executive guide to inbound marketing for RTOs.