Douyin Training Camp Project Practice (Operation)

As the pressure of employment competition becomes increasingly greater, the demand for vocational education increases, and with the strong support of national policies, more and more companies are investing in the vocational education industry. In order to improve their own competitiveness, major companies are optimizing and upgrading their business models.

1. Overview

The current prospect of booming vocational education is self-evident. In line with the country's future development trend, major companies have also begun to make plans for this. In order to more accurately target users and achieve good conversions, the vocational education and training industry has begun to adopt the training camp business model.

The specific business model is to attract traffic through small classes, conduct live courses of about 4 days, and finally convert them into large classes.

This article mainly shares the basic positioning of the training camp business model, operational ideas, and a general operational plan for core business indicators. This plan can be adapted to training camp businesses of all subjects on the market.

2. Basic Positioning

1. Target audience

Regardless of the business, the key is to clarify the core value of the course product and match the value to the target population.

After clarifying the value, you can accurately position it during the training camp enrollment process, which provides a good foundation for the eventual transfer to larger courses.

In actual applications, such as Tik Tok short videos, the live training camp class videos you see are usually related to some content you have recently paid attention to.

For example:

• If you have followed child-related accounts, relevant parenting education training camps will find you;
• If you have searched for knowledge about IT technology, training camps related to IT development and big data will be recommended to you;
• If you have liked a video about ways to make money through a side job, and it is recommended that you take training courses such as recording, script writing, etc., they will be shown to you.

It is precisely because of these behaviors that the system will automatically label you with certain specific labels, and you will become the target user group for such course products.

For training camp operators, in addition to automatically matching users on the big data platform, some characteristics of target users will also be initialized at the beginning of the launch. The following dimensions need to be clarified:

• age;
• Profession;
• gender;
• Keywords (most critical): Obvious characteristics, such as: music lover, mother, public institution, IT man, finance, side job, teacher, etc., project management, entrepreneurship. Specific keywords need to be positioned in combination with their respective businesses;
• Educational level.

Of course, in addition to Douyin, the idea of ​​finding target users in other channels is the same.

2. Positioning scenario

(1) Delivery scenarios

The delivery scenario is more concerned with the delivery channel. Each channel has its own user group characteristics, and the necessary delivery prerequisites are the following:

• There is a certain amount of traffic;
• The degree of overlap with one's own subject interests;
• Satisfy the input-output ratio.

As for specific channels, they can be the short video platform Douyin, the official account that prefers pictures and texts, and Zhihu with a wide range of content. Different products may have different viewing scenarios for users. However, the key to deciding whether to continue to choose this channel for delivery is to meet the input-output ratio.

(2) Training camp class scene

Training camps are small and light classes , and the content also needs to be centralized.

Therefore, the classroom scenarios of the training camp courses have been verified countless times and the market has basically reached a consensus:

• Live classes (the effects of recorded classes and pseudo-live classes have been verified by the market, and neither is very good).
• WeChat group. Taking classes in a WeChat group can make use of some functions of the WeChat platform for easy operation; it is also convenient for management. Several operational business personnel can provide unified answers to questions and manage the class pace for the trainees in this training camp.
• Product link. During the entire course cycle of the training camp, including receiving materials, classes, homework, purchasing conversion courses, and other operations, we try to reach users in the simplest way possible. The form of copywriting + link is the most intuitive and effective. If you have the corresponding product development energy and strength, you can carry several links with a universal link.
• Payment link. Once the payment stage is reached, it means that the transaction is only one step away. The core of this stage must be credibility and convenience.

Note: Although the training camp scenario focuses on portability, this process can also lead to proprietary products such as apps and public accounts. When adding retention scenarios for users, be sure not to force them. It is best to guide them at a reasonable rhythm.

(3) Transformation class scene

Conversion courses must be systematic courses and large classes. They may be accompanied by live courses and other related value-added services at the same time as recorded courses. Then the focus of this environment is the quality of course content, learning experience, software performance, etc.

Therefore, this battlefield can be placed in the APP, which can be a self-developed APP. If you don't have the strength for the time being, you also need to choose a recognized and relatively large brand, such as NetEase Cloud Classroom.

3. Operational ideas

1. Critical Path

The key path from the most simplified operational perspective (the key path for product-focused products is slightly different, please refer to the series of product articles in this article):

Disassembly of each link:

(1) Training camp establishment

This step belongs to the construction of basic data and is also part of content operation, mainly including:

• Delivery template: You need to configure a landing page template that can be promoted and registered. The promotional copy needs to highlight the key points, be concise, and the design style should be close to the target user group of the subject you are responsible for;
• Class scenario: You need to find a live broadcast room that can support lecturers, teaching affairs, and students. At the same time, the relevant course information of the live broadcast needs to be configured clearly;
• Undertake communities: Create several specific communities. After students register, they need to be introduced into the WeChat group and set the group name and the business personnel's own group name;
• Links to various tools: live broadcast rooms, homework, materials, coupons, conversion courses, full attendance prizes , etc.

For the training camp model, if the focus is still on running models at the beginning, try to use third-party tools as much as possible, and then you can selectively develop them according to your actual situation.

(2) Enrollment

Now that the basic content is ready, we are ready to start the battle. The first thing that needs to be solved is enrollment. It would be best if we can get more traffic and enrolled students with the least investment.

Then the next step is to choose the right channel. The following are some options:

• Information flow delivery (Tik Tok): Tik Tok will use big data analysis to help with intelligent delivery. If R&D capabilities allow, we can establish an interface with Douyin to feed the successful registration data to the Douyin platform in real time, and model the successfully registered users to further promote accurate delivery.
• Zhihu and official accounts: mainly look for some high-quality personal accounts for targeted delivery. There is only one principle: the content must be relevant. Otherwise, the investment in the personal account may be small, but the input-output ratio will not be ideal.
• Private domain traffic: Use your own platform to deliver and activate existing users. What needs to be noted in this link is that after a period of operation, the number of relevant active users may become fewer and fewer. At this time, Civic Traffic is also needed to ensure retention while ensuring corresponding growth.

(3) Training camp class sop

This link is particularly important and requires constant exploration in the early stages and should be determined based on the actual conversion situation. In sessions that require students to actively participate, Shuihua classmate will prepare fixed scripts in advance if necessary. The purpose is to break the ice, and at the same time the discussion direction proceeds according to the designed rhythm.

The design framework can be planned as a whole with time rhythm as the vertical direction and triggering behavior as the horizontal direction :

In terms of time rhythm, it must be accurate to a specific time point or time range. At the same time, the following aspects need special attention.

The stages need to be divided into:

① A few days before the camp starts

Core purpose: To let students understand the core of this training camp and what they can gain.

Operators can prepare the following content to interact briefly with users.

• Listen to the value that trainees may gain after the training camp (promotion, salary increase, settlement by points, improved workplace status, additional income, etc.);
• Materials (PPT, documents, videos) that you can review on your own before class;
• The main purpose of informing users of the basic information of the training camp in advance is to allow them to arrange their time in advance so that they can attend classes normally. Announce through group announcements;
• Providing full attendance awards gives students a certain amount of motivation to complete all courses.

② On the opening day of the camp

Core purpose: The sense of ceremony of opening camp is very important. There needs to be an opening ceremony to make the group active first.

1. Depending on business needs, whether it is necessary to prompt users to change their group nicknames for subsequent interactions;
2. 4 hours, 2 hours, half an hour before the class, 10 minutes before the class, and 15 minutes after the class, you need to be active in the group in advance. The relevant words and phrases after half an hour before class need to be accompanied by a link to the class;
3. At the end of the class, assign homework for the day's course and ask students to share their results in the group. (The homework is mainly multiple-choice questions, with no more than 10 questions to be sorted out). Give some encouraging comments to the relevant results;
4. Remember that you do not need to promote information about the conversion course on the day, so as to avoid students feeling repulsed on the first day.

③ Open camp for 2-4 days

Core purpose: To utilize the matching of course value and students’ intention level to focus on conversion courses.

1. Different links can be completed with the help of group names. For example: [Live broadcast at 8 o'clock tonight] [Scan the code to do homework] [Discount only 2 hours left] [Discount only 1 hour left] [Discount only 30 minutes left], through the group name to let students increase the corresponding sense of urgency;
2. Clarify the significance, positioning, and completed actions of the instructor in the marketing conversion process. Some instructors only introduce the conversion courses in the course, but if you want to achieve the best results, it is best to interact with the students and answer questions during the training camp to increase the sense of presence of the interaction between students and instructors . It turns out that the conversion efficiency is better;
3. Prepare registration links, coupons, registration gifts and everything else that can promote impulse consumption. In the conversion process, Shuihua must be involved, sending screenshots of payment or orders to lower the psychological security of other students about purchasing virtual goods;
4. On the closing day, we will announce the list of full attendance awards, and we may give corresponding prizes to students later.

④ After the camp

Core purpose: to inform users that all activities related to this period have ended, marking the end of this training camp activity, and giving students a brand impression that has a beginning and an end and keeps its word.

Try not to disband the group, but don’t send marketing messages at will. If there is other special event information later, or if you need to select specific users to participate in the second training camp, it will also be a good source of customers.

(4) Conversion

The final word. Through group announcements and private chats, marketing-related information is pushed at the same time to create a sense of tension among users.

Let users reach the peak of interest and urgency in the shortest possible time to promote impulse consumption. The following methods can be used for reference:

• The last few registration places;
• There will be subsequent adjustments to the exam syllabus and changes to the exam difficulty;
• There are x coupons left;
• Last few days of the month discount.

(5) Taking large classes

Once the students are converted, they enter the after-sales stage, and at this time they only need to complete the corresponding services according to the relevant progress of the class.

However, the core of large courses must be to ensure the quality of the courses and form a good reputation, so as to continue to promote businesses such as repeat purchases and old referrals.

(6) Repurchase of mini-courses

For the remaining majority of students who have not converted, you can revisit them in the next few days to see if they can be converted (although the amount of conversion is not large, there is still a chance). If there is a next camp period, you can also invite them to participate again.

It is important to mark the users who are taking advantage of the service and their level of intention to avoid wasting unnecessary energy on subsequent maintenance.

4. Core Indicators

How to evaluate the value of a training camp, or how to determine whether a training camp of the same type should continue, requires clear data indicators to explain.

1. ROI

Return on investment, or ROI (Return On Investment), refers to the ratio between the return obtained by a company or individual and the investment within a certain period of time.

ROI = revenue/cost x 100%;

When it comes to benefits, we can simply ignore some labor costs, fixed costs, and other sunk costs and only calculate revenue, which makes the discussion simple and clear.

In general training camps, the average price per customer for small classes is 0 yuan or 1 yuan. You can judge it based on your business line, or ignore it for simple calculation:

The average order value and conversion rate can be seen in the flow, and can basically be calculated in a timely manner. There is usually a dedicated person in charge of the delivery cost, which is mainly the amount of the delivery channel.

Since paid information promotion can obtain clicks and registrations by increasing the volume, a comprehensive comparison based on the revenue is needed to control the number of admissions. Because the larger the volume, the more likely it is that it will not be able to sustain, which will eventually lead to a lower input-output ratio. , so it needs to be properly delivered.

A word of experience: Generally, if the ROI can reach 1.4 or above , it can be verified that the business of this subject training camp can continue.

2. Process indicators

(1) Paid information flow channels

Create a data funnel: number of impressions–>number of clicks–>number of small class orders–>number of large class orders.

Key focus indicators:

CTR (Click-through rate): number of impressions/number of clicks

This indicator can measure the basic accuracy of the delivery and whether the concept expressed in the title is clear. It is an important indicator for communicating with the platform.

CPC (total amount of consumption/number of clicks): CPC = total amount of consumption/number of clicks

This indicator measures the average cost of each click. The expected data is that when the total amount of consumption is constant, the more clicks there are, the higher the cost will be. Or be able to achieve the same effect with less cost. It is also an indicator of frequent communication with the platform.

CPA: total amount spent on advertising/number of small course orders

The premise for converting into large classes is that small classes are paid for. Therefore, the cost of each small class order is particularly important. The data shows that the CPA value is relatively large, usually ranging from dozens to hundreds , and is an important indicator for operators to control overall costs. We need to think of some ways to reduce CPA to a reasonable range.

Small course purchase rate: small course order data/number of clicks

This indicator measures the conversion process from the current page to payment, and measures whether the current landing page can capture the user's core interests. Because users have clicked on the title and other text information, it means that there is a certain relevance to the users. Therefore, whether it can further promote users to consume small courses, the design of the landing page, keywords, and core value promotional slogans are all key considerations.

Large course conversion rate: number of people who purchased small courses / number of people who purchased large courses

This indicator measures the core indicator of the training camp's effectiveness. The camp enrollment has been completed, and the next step is to look at the camp’s course quality, operational rhythm, and sales conversion capabilities.

(2) One-time payment channel

Compared with platform distribution channels, one-time payment is not monitored in real time. Based on relevant experience, a fixed amount needs to be paid at one time. This amount is a sunk cost, so the more students enrolled, the better.

This channel can help you find some personal public accounts with the same user groups to discuss cooperation, launch some targeted articles, and carry out promotion.

A word of experience: 1 reading = 1 yuan.

(3) Free channels

Since there is no advertising cost involved, for free channels, the more students enrolled each time, the better.

The difficulty lies in the fact that the traffic from free channels is limited. There will be a relatively obvious growth at the beginning, but in the middle and late stages, it will be found that the free traffic from the existing channels will be more difficult to arouse.

Therefore, when choosing a free channel, try to choose a channel whose growth rate is greater than the pickup rate.

V. Conclusion

The text focuses on sharing the core operational ideas of the training camp business. First of all, it is necessary to clarify the core value of the product and match it with a clear user group.

Secondly, the business value should be evaluated based on ROI as the final standard, while optimizing aspects such as training camp enrollment, course SOP, live course quality, and conversion capabilities.

Based on this, the above operational ideas can be reused regardless of whether it is skill-based, certification-based, or interest-based. At the same time, for a deeper understanding of the underlying logic of the training camp product, you can refer to the training camp project practice (product section).

Author: Xingfeng

Source: Xingfeng