Your RTO exists to solve your students’ and clients’ problems. If you can do that effectively and in a unique way, you’re guaranteed to see your RTO grow. However, if you miss the mark, you won’t see the RTO usiness growth you want.

So how do you know if you are marketing to the right people?

The Foundation of All Good Marketing is a Customer Avatar

Everything revolves around your client avatar. A client avatar is a description of a single person who is the ideal target for your marketing. This is the person who your training is the perfect match for.

Even if you’ve already identified your avatar, remember that it’s a work in progress. From time to time, you have to look at data and update your avatar to make sure you’re still marketing to the right people in the right way.

Once you have a solid idea of who your ideal student is, ask yourself, “Does my offering help them to solve a specific problem?” The best training are those that save time, money, or work.

Customer Feedback Is Key

Another way to tell whether you’re marketing to the right people is to seek customer feedback. Keep lines of communication with your audience open and interact with them wherever possible to gain an understanding of how they view your company and its services.

There are many methods for getting feedback from your customers. You can run surveys on social media, hold focus groups through webinars, interact in social media groups, and reach out to customers individually at key points in the buying cycle.

If you listen well to your audience, they’ll tell you exactly whether your products and services are a good match for them.

Tips on Targeting Your Market

Segment Your Market. You might have different offerings for different categories of audience members. In this case, it might help to segment. You can create two or more customer avatars and market your products accordingly.

Narrow It Down. You may face issues because your avatar is too broad. Don’t be afraid to be specific. The more you can narrow each segment down to one individual, the more focused your marketing will be.

Try Different Channels. You may have the right market but you’re using the wrong channels to reach them. Find out how your audience likes to discover new products and services and where they hang out online. Invest in marketing in these channels.

Your training can’t be all things to all people, nor should it be. Instead, you should focus your energy on only those students and clients who need your training.

Want to learn how to grow your business in easy-to-follow steps? Check out our Strategic Planning Retreat, just for RTO’s today and start achieving your goals for 2022.