How to Increase Student Enrolment with Personalised Content

People are most interested in reading content that is useful, engaging and relates directly to them. Marketers recognise this and a recent study by Forbes found that marketers that deliver personalised experiences are seeing double-digit returns in both marketing performance and response. So how can your Registered Training Organisation (RTO) use personalised content to help you increase student enrolment?

Personalised content increases conversion

When you create a message for a student to read, you need to ensure it resonates with them and engages them. It has to have meaning and this personalisation must continue throughout the marketing campaign. Here are obvious places where you can really grab attention through personalisation:

• Personalised subject line: Attract your students’ attention by personalising their emails with their name and a topic of interest, for example, ‘Grow your career’. You can also use dynamic tags which provide a way for your RTO to more granularly personalise your emails by inserting information you already have about your students into your emails, for example – a particular course a student might be interested in.
• Personalised email content: Acknowledge your relationship with your student by greeting them by their first name and referencing any prior behaviour they may have made, for example, you could thank them for filling in a form on your website. Include a personalised, dynamic call-to-action based on where they are sitting in your sales funnel.
• Personalised landing page: A personalised landing page supports the information in your email and if it include smart fields pre-loaded with your prospective student’s information, you are really closing the personalisation loop.
• Personalised follow-up email: A personalised follow-up email is a critical part of lead nurturing, it thanks your student for converting and recommends personalised next actions based on where they are in your sales funnel. Once again, use a personalised call-to-action to actively persuade them to make the next step.

Personalised content facilitates lead nurturing

When you personalise your content to your students’ interests and behaviour, your marketing will resonate with them and make a far stronger connection. This will convert them into marketing qualified leads (MQLs) and sales qualified leads (SQLs) far more easily.

One of the biggest advantages of lead nurturing is that it will help you build a solid relationship with your students and position your RTO as a thought leader in the educational sector. People are far more likely to engage with brands where they have a relationship and whom they trust. According to Hubspot, 66% of buyers indicate that “consistent and relevant communication” provided by companies is the key factor when choosing a solution provider.

Personalised content in warm calls helps you gauge interest

The more information you have on your prospective students, the more you are able to personalise your sales calls. Instead of making a cold call, your sales team can now reach out with a warm call to properly connect with your lead. Personalisation will enable them to pitch the content of their call so it directly relates to where your lead is in the sales funnel and drive them further along it to increase student enrolment.

Personalised content keeps your leads engaged

According to Alison Lewis, the CMO of Johnson & Johnson, “Getting the right message to the right person at the right time has never been easier, driven by digital and data”. Using your data, you can personalise your website using dynamic content so your prospective students are engaged with new content relevant to their interests, whenever they visit. You can choose to segment by list or lifecycle stage, but either way you can ensure your personalised content will interest your students, align with where they are in the sales cycle and help increase student enrolment.

Lupo Digital is an inbound marketing agency that specialises in creating personalised inbound marketing campaigns that successfully help RTOsincrease student enrolment. We focus on creating quality content that attracts students towards your RTO with personalised lead nurturing campaigns appropriate to every student’s stage in the admission cycle.  

For more information about how personalised content works for RTOS, download our executive guide to inbound marketing for RTOs.