Case | Advertising strategy for online training of fire protection engineers!

With the rapid development of society, the scale of the education market continues to expand. According to data, the scale of China's education market will reach RMB 2.68 trillion in 2018. Among them, online education and vocational education are in a double dividend period of national policies and technological development, and have become new growth points.

In this issue, the editor will show you an online training case for fire protection engineers .

1. Background

Promotional business: Online training for fire protection engineers

Purpose of delivery : reduce costs and increase the number of forms obtained

Conversion method : Collect customer phone numbers online and conduct secondary sales

Advertising platform : Tik Tok, Toutiao

2. Delivery Strategy

1. Audience Analysis

• Mainly males aged 24-40
• There is not enough time
• Not willing to choose traditional high-priced companies
• Prefer to accept shorter courses

2. Goal Setting

Targeting: Select the best target group aged 24-40

Billing: oCPM

Creativity: Flash video with pictures and text + situational video, rich and diverse creative materials

3. Landing page materials

(Before optimization)

(After optimization)

Theme advantages: Challenging high annual salary, low application conditions, but refunds and other advantages

Design advantage: Accurately grasp customer needs to obtain more information

Endorsement advantage: The self-service query system is more credible and further improves the conversion rate of landing pages

Creative advantage: Using a third party's voice to explain the application conditions is more convincing and improves the quality of the collection calls;

After the landing page was optimized, the page dwelling time increased and the conversion rate increased rapidly by 22%, which is about 10 times the rate before the adjustment.

3. Delivery Effect

The online training for fire engineers takes advantage of Toutiao's exploration and extension of user interests, and through the placement of information flow ads on the Douyin platform, uses its low threshold and high return as the main attraction, continuously reduces customer acquisition costs and increases customer volume.

By fine-tuning the landing page and target audience labels, the conversion volume reached nearly 6,000 in just 10 days; the account cost was significantly reduced, with the conversion cost reduced from 50 yuan to 35.67 yuan, a month-on-month decrease of 28.7%. Small investment, high returns. Knowing how to spend money is the first step to making money.

IV. Summary of the launch

Targeted delivery : You can use system recommendations during the learning period. After collecting a small number of forms and passing the learning period, you can release the targeting and increase the budget;

Copywriting/advertising image settings: directly hit the pain points and stimulate audience participation;

Landing page settings: clear ideas, outstanding advantages, and accurate grasp of customer needs;

The above is the case sharing of this case.

Author: Massive Engine

Source: ByteDance