With a lead efficiency rate of up to 75%, how can K12 educational institutions break through in marketing!

In 2019, Qiwen Education, a local K12 education and training institution in Shanghai, launched WeChat Moments ads and innovated its marketing methods. The number of leads exceeded 1,000+ in a single month, and the lead efficiency rate was as high as 75%. It firmly grasped the local students and successfully won the battle for students.

In this article, the editor will introduce you to Qiwen Education’s marketing methods, which can provide some successful ideas for small and medium-sized business owners in the education industry for reference.

1. Background

In the fierce market competition, it is very difficult for local small and medium-sized education and training institutions to obtain traffic efficiently. On the one hand, young parents are paying more attention to education, and the pressure on students to go to higher education is increasing; on the other hand, the top brands in the education industry occupy a large proportion of marketing resources, and 99% of small and medium-sized enterprises find it difficult to break through the "heavy blockade" of the top brands.

As the company develops, insufficient sources of students are the primary problem facing advertisers. Previously, they have tried offline door-to-door canvassing, dispatching orders, and search engine bidding promotion, but the costs remain high and the results are not ideal.

This year, Qiwen Education cooperated with Weimeng Mengju to launch WeChat Moments ads and achieved good results. The average click-through rate of ads was higher than 6%, and the number of leads in a single month exceeded 1,000+, which put Qiwen Education's development on the fast track. All this stems from its correct delivery strategy.

Qiwen Education Reception Hall

2. Delivery strategy

Leverage the circle of friends to promote and help combine brand and effect.

Strategy 1: Select the best outer layer materials to increase click exposure

In the early stage of the launch, optimizers prepared multiple sets of outer styles for A/B testing .

According to the background data, when other conditions such as targeting remain unchanged, the advertisement click-through rate is the highest when the 6-grid picture carousel format is used , and the use of real-life pictures of teachers teaching can attract more parents' attention, with an advertisement click-through rate of up to 6.29%.

Before outer style optimization

After optimizing the outer style

The outer copy uses native copy. "My child only spent 100 yuan on tutoring" adopts the first-person form, just like a post from a friend, which enhances the user's sense of involvement.

The 100-yuan 100-course promotion and campus address are highlighted below the copy and pictures to attract users to the store for consultation and to learn more about the promotion.

Strategy 2: Continuous optimization of internal materials to drive retention

In terms of internal materials, the optimization team went to Qiwen Education campus to take pictures and videos on a monthly basis, continuously optimizing the internal materials to attract customers to retain information:

1. The inner layer is mainly bright colors such as red and orange in the education industry, highlighting the professional education environment.

2. Adding "XX people have made reservations for the event" to the form column setting can speed up user actions and improve the conversion rate of the landing page. The discount information is highlighted below the banner, followed by the form, which introduces the course details of "100 Yuan 100 Classes" in detail, so that parents can better understand it and improve conversion.

Inner layer material optimization diagram

3. Immediately below the event details, the advantages of Qiwen are listed, and the teaching team is highlighted to give parents the greatest credibility. The professional educational quality is used to recruit students in the circle of friends, and the excellent teaching team is used to impress the target customer group.

Schematic diagram of the inner layer of Moments advertisement

Strategy 3: Targeted and timely adjustments. Only exposure can lead to conversion.

Sufficient traffic before summer vacation:

At the optimizer's suggestion, the advertiser provided the data of converted population for data analysis, and then combined with previous delivery experience, determined the targeting combination of "basic targeting + general education words + competitive product words" . Combined with the LBS positioning and delivery function, it can accurately target potential users within a 3km radius of the campus.

Summer traffic is tight:

During periods of high traffic, in order to expand brand exposure, the positioning was expanded to the area within a 5km radius of the store, and concentrated placements were made in areas where primary and secondary schools were located to expand the marketing radius, effectively increase exposure, and attract more users to click on the ads.

Traffic competition becomes fierce around Double Eleven:

The optimizer suggested relaxing the targeting again and only restricting age. In terms of regional targeting, the entire area of ​​Shanghai was selected for delivery. This strategy has significantly increased exposure and the number of user retention information.

Qiwen Education teacher is teaching students

Strategy 4: Follow up sales to increase conversion and recruit students from social media networks

After the customer fills out the form, in order to improve the conversion of leads, based on actual changes, the optimizer suggested that Qiwen Education strengthen the training of sales staff, starting from the needs of users, constantly digging deeper, highlighting service selling points, refining marketing techniques, and attracting more parents to bring their children to sign up for courses;

On the basis of continuously improving services, Qiwen Education has developed 1V1 and 1V3 teaching methods, and first launched the "2+1" teaching method in Shanghai. The knowledge points are thoroughly explained in two hours in class, and the key points are thoroughly covered in one hour outside of class. The professional teaching quality and reputation are "rooted" in the hearts of students and parents. Parents then use the like and forwarding functions of WeChat Moments ads, leverage the power of social media and word-of-mouth effects to attract more users to sign up for courses.

Actual scene of Qiwen Education teachers teaching

Finally, Qiwen Education launched online marketing by placing WeChat Moments ads, and achieved very good results in terms of click-through rate and customer conversion, far exceeding expectations.

3. Optimizer’s delivery summary

1. The peak season for the K12 education and training industry is concentrated in the winter and summer vacations, so institutions need to plan their marketing in advance . For example, Qiwen Education launched WeChat Moments ads in May for summer marketing, and determined the best delivery combination through A/B testing, so that it could deliver ads without rush during the peak summer traffic period.

2. Education industry advertisements can flexibly use the form of free splicing + forms to collect sales leads, attract high-quality target users, and improve conversion rates;

3. In addition to digging deep into user pain points, advertising materials should also highlight the brand’s price and product advantages . It is recommended to use student models or real educational scenes as pictures to fit the preferences of the target group and stimulate decision-making;

Author: Weimeng Mengju

Source: Weimeng Mengju