Reduce costs by 50%, tips for acquiring customers through advertising in children’s programming circle of friends!

In recent years, with the rapid development of artificial intelligence and the Internet, children's programming has gradually received widespread attention from parents and society. At the policy level, programming education has gradually been integrated into the daily education system. Some provinces and regions have included programming in the college entrance examination scope. The prospects for children's programming education are very broad. But on the other hand, children's programming education institutions are springing up everywhere, market competition is intensifying, customer acquisition costs remain high, and the difficulty of acquiring customers continues to increase. Children's programming companies urgently need to use marketing methods to find ways to break through.

1. Brand Introduction

Aomeng Coding was founded in March 2014 and focuses on children's programming education. It has industry-leading scientific research and teaching staff, serving more than 100,000 students, and has been featured in special reports by CCTV and Shanghai Education Television. In the past five years, Aomeng has grown from scratch to become an industry leader, relying not only on its excellent teaching ability and faculty, but also on the marketing support of WeMall Mengju.

How did Aomeng stand out in the fiercely competitive programming education industry with the help of online promotion? In advertising promotion, how can we reduce customer acquisition costs by 50% through continuous optimization?

Second, three ways to attract traffic, circle of friends advertising helps to acquire customers efficiently

Aomeng Programming’s teaching method is mainly online. It has independently developed an online one-to-one interactive programming education platform to provide every child with unique VIP customized education services. In terms of publicity channels, Aomeng Programming also mainly promotes online promotion. "Compared with offline promotion, online promotion can acquire customers faster and has more obvious results." Mr. Mo, the person in charge of promotion of Aomeng Programming, said confidently.

After communicating with the optimizer, Aomeng chose WeChat Moments advertising as the main delivery resource. The circle of friends covers a wide range of people and has various ways of presenting advertisements. Placing advertisements in the circle of friends is like a dynamic post from a friend, which can easily "stay" on the mobile phones of young parents.

1. The 4-grid photo is eye-catching

Aomeng has tried various forms including conventional large pictures, basic card-style ads, and 4-grid carousels. It mainly promotes 1V1 online programming courses, attracting users with its excellent course quality and professional teaching quality. Therefore, the outer layer of the advertisement uses real-life pictures of students' courses . The professional teaching quality attracts young parents to click and leave information.

2. Cleverly attract traffic with external copywriting

"Learn programming at home in 40 minutes a day", students can study the course at home, eliminating the concerns of parents that they don't have time to take their children out to study; "Recruit 100 people for free", use the word "free" to attract customers , and at the same time limit the number of people to 100 , prompting customers to hurry up and sign up to participate.

3. High-quality, targeted and strong customer lock-in

In order to achieve better delivery effects, under the advice of optimizers, Aomeng provided converted population data for DMP population data analysis to determine the precise interest and behavior combination of potential populations. Combined with previous delivery experience, optimizers used a targeted label combination of " education industry keywords + competitive product words " to accurately identify potential customers.

3. Optimization Quartet Customer Information Cost Reduced by 50%

Different industries have relatively popular time periods for advertising, and the children's programming education industry is no exception. As advertising progressed, traffic entered a tense period before the summer vacation, and advertising effects fluctuated to a certain extent. Mr. Mo actively communicated with the optimizer and optimized the advertising from four aspects.

1. External materials: from pictures to videos

After research and analysis by optimizers, customers are more easily attracted by interesting short video content. Therefore, optimizers recommend using video materials instead of picture materials , and try to choose parents and children as the subjects to reflect the advantages of Aomeng Programming from the dialogue and enhance the sense of immersion ; at the same time, more attractive copywriting is used to guide customers to click, and the click-through rate of advertisements is increased by 60%. It is worth mentioning that short video materials from shooting, creative planning to operation and delivery are all provided by WeMall Short Video Center.

2. Landing page optimization: from form to direct purchase

The early landing page of Aomeng Programming adopted the free splicing form of form + picture. After the customer filled out the form, Aomeng's sales staff followed up by phone to confirm the customer's intention and guide the customer to place an order. After switching to direct purchase, the conversion path has been shortened. Customers can purchase courses for their children directly on WeChat Moments, which improves customer experience and increases conversion rates.

Illustration of landing page optimization from form to direct purchase

3. Targeted optimization: Target high-income groups

In terms of targeted tag optimization, combined with the brand tone of Aomeng Programming, the optimizer suggested adding targeted tags for middle- and high-end consumer groups such as finance and real estate for advertising. Middle- and high-income groups pay more attention to their children's education and are more aware of the value of children's programming courses. By adding relevant targeted tags, we can more comprehensively cover high-conversion groups and improve advertising conversions.

4. Resource expansion: Tencent Video, Tencent News

In addition to WeChat Moments advertising, Aomengxiang has expanded new resource locations to obtain more high-quality traffic. According to the survey, Tencent News covers a large number of highly educated and high-income people; Tencent Video also covers a large number of middle-aged and young people, who are the backbone of consumption. They can better understand the importance of children's programming education to children, and they can also better understand Aomeng's excellent teaching quality. Therefore, Aomeng chose to place advertisements in resources such as Tencent News and Tencent Video, and also achieved good results.

Aomeng Programming Tencent Video, Tencent News and other advertising previews

After a four-step optimization strategy "combination punch", during the summer vacation, Aomeng Programming's WeChat Moments advertising exposure exceeded 24 million+ in a single month, collected more than 3,200 effective customer information, and reduced customer information costs by 50%, with results exceeding expectations.

4. Optimization Summary

1. The hot spots for children's programming training institutions are concentrated in the winter and summer vacations and the start of the school season . Preparations should be made one month in advance and reasonable marketing strategies should be arranged.

2. The clients of educational training institutions are basically parents . The advertising materials should focus on parents’ concerns about raising their children and highlight the course content and price advantages . It is recommended to use student models or actual course scenes for pictures or video materials to impress customers through real scenes and stimulate decision-making.

3. When choosing targeted tags, you can target your customers by age, gender, marital status, interests and behaviors. At the same time, you can refer to Aomeng Programming's targeting strategy, select middle- and high-consumption groups in finance, real estate, etc. , stay close to the brand tone, and improve advertising effectiveness.

4. Advertisers in the education industry, such as children's programming, can learn from Aomeng Programming's advertising strategy and adopt a multi-resource joint investment approach to increase advertising exposure, form an advertising communication matrix, and capture target potential customers in all directions.

Author: Meng Xiaoju

Source public account: Weimeng Mengju