Product Operation: How to run a good lead generation training camp?

How to do a good drainage training camp, I will break it down for you from the following three parts:

• What is a lead generation training camp: 6 essential elements for a training camp
• What is a good lead generation training camp: three data indicators to verify the quality
• How to make the training camp conversion effect better: the four feelings that the training camp should have

1. What is a training camp?

In simple terms, the training camp is a learning model of course + community

The courses that you have seen in the past did not have any community integration. After purchasing, users could only watch videos or audios to learn on their own. There was no learning feedback at all, so teaching and learning were disconnected.

In order to provide users with a better learning experience and to enable better communication between instructors and users, the training camp model has now emerged, using in-depth community services to achieve the unity of teaching and learning.

So, this has transformed from simply selling courses to selling services.

Here is a question. We just mentioned the need for community services. So, does a simple Q&A group count as a training camp?

Of course not. This can only be regarded as a supporting customer service. The community of the training camp can be called a companion teaching service that includes homework, rhythm, check-ins, activities, exchanges, etc. to support the course.

I would like to say that in the field of knowledge payment, there are several very effective ways to attract new customers, such as holding a book club or doing a traffic training camp. But not every course can be used as a lead-in course.

You spent a lot of effort to make a course for your own enjoyment, but the data slapped you in the face.

To run a lead generation training camp or a lead generation course, I think there are 6 elements that need to be met:

(1) Urgent need

In each category of courses, you can find a rigid demand type, which is best to directly hit the user's pain points~

• For example, the investment I am doing now: financial management is considered one
• For example, the emotional category I was working on before: getting out of singleness is a

(2) Volkswagen

This should be easy to understand. Ordinary people can accept it, understand it, and have a low learning threshold.

Therefore, why do many of our lead-in courses have titles such as Zero Foundation, Getting Started, Novice Learning, etc.? This is to make more people understand, so that everyone is more willing to participate.

(3) Low price

The prices here are low, for example, 1 yuan, 9 yuan, or 9.9 yuan are all acceptable. Some lead generation courses are even free.

In fact, don’t worry too much about whether it is free or paid. Pricing it at 9.9 can screen out users who are trying to get something for free, while pricing it free may have a slightly better effect in attracting new users.

It is recommended to choose paid or free based on the channel.

For example: Our current courses combine 9.9 yuan + free formats to attract new users, depending on which platform we use to attract new users.

For example: email marketing will be free because the users are strangers and this is the first contact, so the free form is more conducive to everyone's acceptance.

On our own platforms, such as APP or official accounts, we have more initiative and will adopt a paid approach.

The three things I mentioned earlier, rigid demand, mass popularity or low price, actually all affect the results of attracting new customers.

(4) Good experience

Experience good withdrawal in the following two aspects:

One is the user purchase experience process . Regardless of whether you are paying or free, from the time the user sees the course, to purchasing, to attending the class, this set of processes must be very comfortable. Whether the user can complete the conversion on the same screen, whether the connection between each click is smooth, etc.

Therefore, when you are doing the process, you must always stand in the user's perspective. How to stand in the user's perspective? It means that you go through the process as a user , and by the way, ask your colleagues/friends who have no knowledge of this to go through the process as well. Basically, your process will be passed.

This experience directly affects the results of joining our training camp. This group admission rate is a very important indicator, which I will talk about next.

Another thing that will give the user a good experience is the teaching service.

Teaching services are equivalent to the administrative logistics of a school. For example, in a training camp, whether there is a lot of interaction with everyone, whether questions are answered in a timely manner, etc., all of this will affect the conversion to payment.

(5) Contains useful information

This is directly related to the quality of the course and the professionalism of the instructor. I think a very poor course should not be used for a traffic training camp, as it has little effect on conversions.

The course must contain valuable information, address the pain points that users have in mind when purchasing the course, and the instructor must also be very professional in this field. Instead, taking advantage of the rise of knowledge payment, there are suddenly many half-baked mentors. This won’t last long, you can only harvest the first wave of leeks.

Therefore, practical information has a great impact on our paid conversions.

(6) There is a closed loop

The one I want to talk about last is what I personally think is the most important. If this factor is missing, even if you meet the other factors, I would advise you not to do a training camp.

This element is the closed loop.

A qualified drainage course must have a closed loop. Before doing the lead-in class, everyone should think about whether you have a complete course system now.

The reason why it is called a traffic-generating course is that the positioning of this course is to bring us traffic. This course is definitely not for revenue, but to let more people know us, and then let some students pay for our high-priced courses. This converts traffic into revenue.

Therefore, attracting a wave of users from paid/free sources - marketing through the training camp model - and converting this group of users into high-paying users is a closed loop.

What needs to be noted here is: when you have a high-priced course, you can determine the theme of your lead-in course based on it. This will ensure the relevance of the content of the lead-in course and the high-priced course, and the conversion process will be smoother.

Some people may think, I don’t need to convert them into paying users, I just want to circle them first, and then when we have other products, I will promote them in the community.

Those who say this probably don’t know how hard it is to run a training camp. Just think about it, once the course is over, how much vitality can a group have if it is left there?

Now the best lifespan of a community is 7-10 days. If you wait a few months before promoting the course, it will probably be a dead group . Strike while the iron is hot and sell courses as early as possible.

Once you have met the above elements, you can start packaging, designing, and promoting this training camp.

2. Three major data indicators that affect the quality of a training camp

How to run a training camp?

I used the word "good" in it, but what is good? Everyone has a different definition. Especially when we run training camps, to judge whether a training camp is good or not, we need to rely on data to verify it.

First metric: Purchase rate/join rate

If your lead generation course is a paid one, then you’ll need to look at your purchase rate; if it’s free, then it’ll be your joining rate.

Among the several factors I just mentioned, there are two factors: rigid demand and the masses , which are equivalent to the theme. In other words, the theme of this traffic-generating course will largely affect the purchase rate/joining rate of your traffic-generating course.

So how do you usually determine the topic of a lead-in class?

There are two ways:

The first method: disassembly

The disassembly method means disassembling the content of high-priced courses and taking out a single, more urgent pain point to make it into a theme for a traffic-generating course. For example: the investment training camp offers an introduction to stocks and an introduction to financial management; or the previous emotional courses now offer an emotional intelligence course and a chat course.

As mentioned earlier, the theme of the lead-in course must be related to the content of the high-priced course, so that you can ensure the continuity of user learning and be prepared for conversion.

So I think this is the most appropriate way to choose a topic.

The second method: follow the hot spot method

This method is more difficult because it is limited by hotspots. For example: the recent popular TV series "All Is Well" can derive the following themes: courses on salary increase in the workplace, courses on happy marriage, courses on identifying scumbag men, and courses on emotional control. For example, if you are teaching investment courses, it is not appropriate to follow hot topics.

The second data indicator: group entry rate

A traffic generation course/training camp must be coordinated with the community, which will be conducive to subsequent paid conversions. Therefore, there is an indicator of group entry rate.

The rate of joining the group depends on how many users you can reach.

For example: if 100 people have bought it and the joining rate is only 70%, then your reach number is 70, not 100. This is the same as purchasing volume. Of course, we hope that more people will join the group. The larger the base, the greater value will be created.

Of course, the group joining rate has a lot to do with your sales channels. For example, if you are selling courses in an APP, you can send a strong PUSH through technology/product means after payment, then the group joining rate will definitely be extremely high.

Or you can sell courses on WeChat official account and develop a set of H5 pages yourself, the joining rate is also very high.

Let me tell you about our own example, which is to sell courses through the WeChat public account link to Xiaoetong.

First, let me show you the process of users joining the group with a 45% joining rate :

First of all, you can find 9.9 courses on the official account. Then click the menu bar to jump to the course details page, click purchase and payment, Xiaoetong will automatically jump out of the course page after payment, and you can see the course catalog after clicking.

Okay, next is the group joining process that I optimized and has a group joining rate of about 90% .

I found the 9.9 course from the official account, clicked on the course details page, clicked the buy button, an information collection page appeared, then I paid, went to the payment success page of Xiaoetong, and then went to the catalog page

Let’s take a look at what I did to increase the prompt rate from 45% to 90%.

First of all, you need to know what is controllable and what is uncontrollable in the entire process from the official account to joining the group.

• What is uncontrollable is: the payment process, and the process from payment to entering the course, which is a fixed process for WeChat and Xiaoetong
• The controllable items are: the official account menu bar, the course details page, and entering the course catalog page before payment.

So, what actions did I take in the controllable process here?

First: I put the lead generation course/training camp in the most obvious place in the menu bar so that users can see it at a glance;

Second: A course Q&A module has been added to the details page: It tells everyone that we are a course + community, how to join the group, etc.;

Third: Before payment, I added an information collection. The purpose of information collection is to remind everyone to join the group again, and to collect everyone’s contact information just in case.

Here is a reminder that this information can be collected via mobile phone or WeChat.

If there are enough people, it is best to collect their WeChat accounts and add them one by one. This way the joining rate will be extremely high. If you really don't have the manpower, you can use phone numbers so that you can send group text messages to remind students of classes. This has a certain attrition rate and the effect is average.

Fourth : After purchasing, you will be directed to the catalog page. I have only put one piece of information here: Things to know before learning.

You can ask yourself, after purchasing a product, you see all the courses and there is a notification asking you to join a group. Also, after purchasing a product, you cannot see the course, only a notification to join a group, saying that you will be informed of class information after joining the group.

Which of these two would motivate you to join the group more?

It's definitely the latter.

Because no matter whether you are attending for free or paying, you are here for the purpose of taking classes. There are no courses here, only notifications for joining the group. It is likely that no one will miss it and will join the group according to our prompts.

And there is one more step. Before the class started, I used the PUSH function of Xiaoetong to send two more notifications to the students who had purchased the course.

Xiaoetong is connected to the official account. Xiaoetong's course PUSH can be sent directly through the service account. In this way, users who were not added the first time can be recovered.

What I want to say is: from 45%-90% prompt rate, it is not about any single action being done correctly, but the sum of all the actions here contributes to this group entry rate. For example: When everyone is looking at the course details page, a shadow has been planted to let everyone know that if you don’t join the training camp/course, it’s all in vain!

Secondly, make foolproof preparations by collecting information. If the rate of joining the group is low, you can actively remind people via WeChat/SMS.

Finally, after the purchase, only one connection point is left with the user, forcing him to join the group, and then the lost users are brought back through PUSH before the class starts.

In the process of operation, we rely on this step-by-step refined operation, doing our best in every action, and then the total adds up to such a high conversion rate.

The last data indicator: paid conversion rate.

As we can see from the title, what we are doing today is a 9.9 or even free traffic training camp. The main purpose of this course is to divert traffic to another course worth 1999.

Our conversion rate increased from 2.5% to 10%, and the highest conversion rate was over 20%.

Of course, there is no fixed standard value for conversion rate, so don’t take it personally.

This is also affected by the price of the course. For example, if your high-priced course only costs two or three hundred yuan, then your conversion rate will be relatively higher. If your revenue class is above 1,000, then the conversion rate will be relatively lower.

So, don’t compare yourself with others, just compare yourself with yourself.

3. Four feelings that affect community conversion rate

Sense of ceremony + sense of organization + sense of belonging + sense of participation

How do I create these four feelings?

First, the welcome message to the group

Don't underestimate this. If you think from the user's perspective, you asked everyone to join the group to take classes before, and now that they have joined the group, you have to tell everyone what to do next. Because we usually have a class every Monday, we will explain the next class start time, what you need to do before the class starts, etc. in the welcome message to the group.

This will also reduce a lot of complaints and questions. Otherwise, every time someone comes in, you have to answer a question like, when are we going to class, where can I watch the course, etc.

Secondly, there is the class meeting

Class meetings are an important part of increasing user participation. A good class meeting should include the following aspects:

• First: Introduction of this course/teacher
• Second: Class information: where to attend the class, how to attend the class, the pace of the class, etc.
• Third: Group Rules
• Fourth: Some words to encourage enthusiasm
• Fifth: Self-introductions between students create emotional connections between users

I would like to talk specifically about the self-introduction here. It cannot be a unified template and it needs to be related to your course.

For example, we asked everyone to introduce themselves like this:

[Nickname] + [City] + [Investment Experience] 5 years of stock investment, return 20%.

Have you noticed why we have to add an [Investment Experience] item in the self-introduction? Because our courses are all investment courses, this is strongly related to our courses, and talking about your own investment experience and profits and losses will really stimulate everyone's topic.

After the class starts, we will lead everyone in class/check-in/homework in a rhythmic manner:

• For example, every morning we would remind everyone which class it was and send out some important tutorial materials for the course;
• For example, every night we will arrange a snack sharing session to guide everyone to discuss in the group;
• For example, we have homework check-ins, and students who complete the homework within a fixed time will be rewarded. This is also a way to improve community retention.
• Finally, there is the class meeting at the end of the course. The final class meeting is a summary of the current course.

Everyone should know that if the completion rate of a 7-day course is 80%, it is already very good. For a 30-day community course, a completion rate of 10% is already very good. Therefore, ending a course is also a way to recall users.

At the end of the class meeting, we usually arrange the distribution of information packages, such as some course handouts, live broadcast summaries, and summaries of all shared materials in the community. Everyone likes these very much and will not want to miss these information packages.

Then we will give everyone a final test . The purpose of this is to motivate everyone to study.

There will also be student recognition at the closing meeting. For example, there will be several awards: outstanding student, helpfulness award, course completion award, etc. We will tag these award-winning students and give them rewards. These students will generally be your main force for conversion in the future, so the students who have already left may come back at this point.

All these combined will make users feel a sense of ceremony, participation, organization, and belonging, which will greatly increase our conversion rate. However, the paid conversion rate of the community cannot be achieved by these feelings alone. The foundation of conversion is the substantive nature of your courses.

Is your course of good quality? Can it solve certain pain points for everyone? And is it really useful and can help everyone improve?

If students don’t have any sense of achievement, no matter how well they do in the above, it will not play a decisive role.

For investment courses, there is only one thing that determines everyone’s sense of gain, and that is “money”! During the 30 days of the course, did he manage to make money or avoid losing money?

I have two tips for achieving paid conversion in social networks:

(1) Rhythm of enrollment

For example, for a 30-day community, the fixed enrollment rhythm is generally divided into three major times:

• The first time is in the middle of the course , which is the second week. At that time, the course is halfway completed and it would not seem rash to recruit students at this time. Also, there will be a high attrition rate at this stage. We let everyone know about our high-priced courses before they are about to leave.
• The second time is when the course is about to end , usually in the fourth week. At the closing meeting, we can guide everyone to purchase the course. As I just said, the closing meeting is also a good time for user return.
• The third time is during the week from the end of the course to the end of the course, when there will be a countdown for enrollment . At this time, through the countdown for disbandment and the countdown for quotas, everyone will be reminded again to purchase courses.

In fact, the recruiting language used here is different every time.

For example, the first time there will be a comprehensive introduction to convey to everyone what the course is about. The second time is a targeted introduction to convey the value of the course to everyone. The last few times only need to use the course material summary + short copy recruitment method to urge everyone to buy the course with a sense of urgency.

The part about speech skills belongs to content operation, so I won’t say much about it here.

(2) Disbanding a group

Because the group is about to disband, some students who agree with the instructor but are still a little hesitant will not be able to help but place an order at this time.

If a group is not disbanded, many people will adopt a wait-and-see attitude. It's miserable just to wait and see. Everyone knows that impulse is the devil, and the action of disbanding a group is to make everyone impulsive.

Previously, when our conversion rate was 2.5%, the community had been in place for 3 or 4 months. When we disbanded, we had 101 paying users for our subsequent courses, which increased the conversion rate by 3%.

IV. Conclusion

Okay, so I have shared so much today. Let me summarize the main points of this article for you:

• A traffic generation training camp must meet six elements : urgent need, popularization, low price, experience, practical content, and most importantly, a closed loop.
• There are three data indicators for a successful training camp : purchase rate, enrollment rate and paid conversion rate. Among them, the paid conversion rate is the only criterion to measure the success of your training camp.
• To achieve this payment conversion rate, we need to give students four major feelings: a sense of ceremony, a sense of organization, a sense of belonging, and a sense of participation. Finally, there are two small tips: the group must be disbanded to grasp the rhythm of enrollment.

Author: Liu Changlin

Source: Mars Operations (ID: hxyy233)