The Top 5 Digital Marketing Mistakes RTOs Make—and How to Avoid Them

In the fiercely competitive education sector, Registered Training Organisations (RTOs) face unique challenges when it comes to attracting and retaining students. While working with a digital marketing agency can present valuable opportunities, it’s still easy to fall into common traps that can derail efforts and waste valuable resources. Here are the top five digital marketing mistakes RTOs make—and how to avoid them.

1. Ignoring Local SEO

Many RTOs underestimate the power of local search engine optimisation. Prospective students often search for courses using phrases like “Certificate IV in Business near me” or “Diploma of Nursing [City Name].”
Mistake: Not optimising your website and Google Business Profile for local keywords.
Solution: Implement a robust local SEO strategy. Use geo-targeted keywords in your content, claim your Google Business Profile, and encourage satisfied students to leave reviews. Ensure your website includes location-specific landing pages to capture regional traffic.

2. Neglecting Mobile Users

With over 50% of website traffic coming from mobile devices, having a mobile-friendly website is no longer optional.
Mistake: A poorly optimised website that loads slowly or has clunky navigation on smartphones.
Solution: Invest in responsive design to ensure your website looks and functions seamlessly across all devices. Test the user experience regularly, focusing on load times, mobile-friendly forms, and easy navigation.

3. Relying Too Heavily on Paid Ads

While paid ads can deliver quick wins, over-reliance on them can drain your marketing budget without building long-term value.
Mistake: Spending excessively on ads without optimising your organic presence.
Solution: Balance paid and organic strategies. Use paid ads to amplify high-performing content and generate leads, but focus on building a solid foundation with SEO, content marketing, and email campaigns.

4. Failing to Leverage Social Proof

Student success stories and testimonials are invaluable for RTOs, yet many fail to showcase them effectively.
Mistake: Not using reviews, testimonials, or alumni success stories to build credibility.
Solution: Highlight testimonials and case studies across your website, social media, and marketing materials. Use videos, written stories, and before-and-after success metrics to create an emotional connection with your audience.

5. Not Tracking and Measuring Results

Digital marketing provides valuable data, but too often, RTOs don’t leverage it to guide their strategies.
Mistake: Operating without clear goals or tracking mechanisms.
Solution: Set measurable goals for every campaign and use tools like Google Analytics and CRM platforms to track results. Analyse metrics like cost-per-lead, conversion rates, and website traffic to refine your strategies and maximise ROI.

Final Thoughts

Avoiding these mistakes can set your RTO apart in a competitive market, attract more students, and increase profitability. By focusing on strategies like local SEO, mobile optimisation, and social proof, you’ll build a stronger digital presence that delivers results.

Visit the DCB Digital booth at the conference to explore tailored strategies designed to drive enrolments and outshine your competition. Let’s talk about how to transform your marketing and unlock your RTO’s full potential in 2025 and beyond.

Author Profile

Derek Burden Co-Founder & Director of DCB Digital
Derek Burden Co-Founder & Director of DCB Digital
DCB Digital is a bespoke digital marketing agency dedicated to enhancing your online presence. We are committed to increasing traffic, generating high-quality leads, and driving sales for our clients. Contact us today for your free, no-obligation consultation with one of our team.
Facebook
Pinterest
Twitter
LinkedIn