Complete channel drainage in 4 steps to double your new customer acquisition and conversion efficiency!

When many online education companies are first established, the first problem they face is how to find their own users. The department responsible for solving this problem is often one of the most important departments in the company, or even a core department.

In offline institutions, the department responsible for attracting users is called marketing, and the department responsible for converting users is called admissions. Some institutions combine these two departments into one, called disciplines.

In the Internet field, these two departments collaborate with each other and are collectively referred to as operations, because many of Internet companies' new customer acquisition channels are online and the conversion process is also carried out online.

So, as an online education that combines the Internet and education, how can we acquire users and lay the foundation for future payment? This requires understanding the traffic logic of online education companies, which I call channel operation .

Channel operations can focus on these parts: positioning, copywriting, promotion, and maintenance.

Let's interpret them one by one:

position

The so-called positioning is to determine the position in the user's mind so that the user can remember you at the first moment. It is specifically divided into user positioning and product positioning.

1. User positioning

That is, determine your target user group and create a user portrait. The dimensions of the user portrait include the following:

1. Basic information: specific objects (such as primary school students and college students), object segments (such as grades 1-3), age (6-12 years old, etc.), region (province, city, or even school), gender, education level or education level (mainly adult users);
2. User habits: time of using the product (specific time periods in the morning and at noon), form of using the product (offline, mobile phone, computer, app, mini-program, etc.), way of getting news (new media, community, forum, etc.), social platform (WeChat, QQ, Weibo, etc.), active status (describe what to do in what time period);
3. Demand pain points: Demand refers to a sense of lack in a certain aspect. For example, adult users lack career planning, professional certificates, workplace skills, etc., and parent users lack parent-child relationships, further education guidance, subject methods, etc. It should be divided according to specific objects, and the pain point is the part of each demand that users are more concerned about, which is the core area.

2. Product positioning

That is, based on user positioning, clarify the main features, functions and effects of the product, and convey them to users in the most prominent and concise language. Here is the description of product positioning in "Traffic Pool":

1. Oppositional positioning: that is, finding areas where you are significantly different from your opponent. There are two principles: what others do not have, I have; what others have, I am better. In terms of language, there are words such as "more, than, without, increase, not...but..." to reflect the comparative advantage;
2. Functional positioning: emphasizes the specific special effects and benefits of the product. It is a physical positioning. The principle is that the function is good or even unique. The language form is the sentence pattern of "······just use ······", forming a scenario-based slogan;
3. Upward dimensional positioning: Do not compete with rivals under the same concept, but upgrade to a higher dimension. The principle is to be demand-oriented, creating new demands, new categories, and new fields. The language used is eye-catching words such as "xxx industry pioneer, redefining xxx, xxx revolution, etc."

It should be noted that the above language forms are for reference only, and the specifics need to be decided based on the characteristics of the copy.

Copywriter

Copywriting is easy to understand. It is to use modified text and pictures to attract and guide users to enter the pool, or share and spread, or participate in activities, or even buy products. I personally think that a good copywriting must follow these three steps:

1. Arouse curiosity

First of all, we need to make users willing to click on it, which is mainly achieved by optimizing the title of the soft article or the main copy of the poster.

There are two basic routines for soft article titles, namely, creating cognitive gaps and linking to celebrity hot spots on the premise of grasping the pain points. There are three routines that can be used for the main titles of posters: "Fear + Plan", "Authority + Gain" and "Quick Success + Effect".

2. Stimulate desire

The second is to keep users reading, which depends on the development logic of the soft article content or promotional language.

There are two main logics for copywriting development, SCQA and AIDA, which are discussed below.

The so-called SCQA, namely "scenario-conflict-problem-solution", is more suitable for soft-text writing. Shorter promotional scripts can also be used. It requires a good command of story description. The specific routine is as follows: once a newbie (scenario) ➡ later successful (conflict) ➡ point out user pain points (problem) ➡ link or QR code (solution).

For example, I have used this pattern of copywriting to promote the operation skill map of an operation agency. The conversion rate is very good and it reads smoothly. The general logic is: first describe the early resume of the map planner (born in 1992, an intern), then point out the financing to create conflict, and finally introduce the skill map and purchase entrance that can solve most operation problems.

Another routine, AIDA, namely "Attention-Interest-Desire-Action", is often used in writing promotional copy for WeChat groups, Moments, and other scenarios. It requires a precise grasp of pain points and product features. The specific routine is as follows: identify specific groups of people (attention) ➡ point out user pain points (interest) ➡ six elements of influence (desire) ➡ link or QR code (action).

Taking the operational skill map as an example, I can write it like this:

【Attention operators of 0-3 year old children! 】

Are you still worried about having no idea about operation work? Are you still afraid of being asked questions you don’t understand during an interview?

This operation skill map purchased by nearly 40,000 people can answer your questions. It only costs 49 yuan, which can save you thousands of tuition fees!

I have already started (put the conversion entrance)

Readers can break it down according to AIDA’s logic, so I won’t go into details here.

3. Prompt action

After the first two steps, users basically have the intention to buy or participate, but they are still a little hesitant. In order to further stimulate users, the following four strategies can be used, namely price anchor, limited time and quantity, step price increase and welfare gifts.

• Price anchor point: The current price is 30-90% lower than the original price, e.g. the original price is 99 yuan and the current price is 30 yuan;
• Step price increase: the price will be increased after a certain period of time or a certain number of people buy it, such as a 5 yuan increase for every 10,000 people;
• Limited time and quantity: intentionally set a certain number of places or registration period, such as a 3-day limit and a limit of 100 places;
• Welfare gifts: Give valuable gifts to converted users, such as xx gift package for purchase, etc.

Promotion

The so-called promotion is to publish the soft articles and sales talk about activities or products to places where specific users can see them, such as forums, WeChat, Weibo, Moments and other channels. Users connect with us through these channels, that is, enter the pool or sign up directly.

Regarding promotion methods, there are mainly three methods, namely new media promotion (Weibo, WeChat, forums), community promotion (QQ groups, WeChat groups), and circle of friends promotion.

Each promotion method is not simply sending links, pushing soft articles, or posting posters, but is based on the characteristics of the corresponding channel such as activity, behavioral characteristics, content tone, etc. For example, users like to check their Moments at noon, read public accounts in the morning, are interested in chicken soup, etc.

maintain

After promotion and traffic generation, users need to be in their own pools. At this time, maintenance must be done well. This mainly refers to community maintenance, because most channel operations will deposit users into groups for centralized operations.

Maintenance can be said to be a relatively critical link in the entire channel operation work, because it is related to the subsequent process rhythm, user feedback and conversion effect.

During maintenance, we must do everything possible to solve problems for users and control the rhythm of the community step by step according to the operation plan. In this regard, we can learn from the community model of the training camp. For example: The in-depth reading training camp for students outside the circle has clear rules and progress. For example, there will be an opening ceremony and self-introduction one day before the official start of the class, organizing group members to communicate with each other, and inviting outstanding students to share.

In fact, the maintenance process can convert users, especially for online education. Live lectures, information activities, topic discussions, etc. based on groups can further increase activity, which is a good means.

Summarize

The above are the 4 steps of channel operation. After that, it is necessary to intervene in the decision-making of whether users will buy through the formulated conversion strategy. This is a relatively long process that needs to be carried out step by step according to the plan. Each step must have an impact on users and gradually increase their desire to buy.

You can plan a series of activities to achieve conversions, or you can achieve high-frequency conversions in the form of one-on-one chats. The key is to convey the value of the product to users, because the best conversion is actually experience, which for educational products means courses and services. The key is to grasp these two.

The above is the overall logic of channel operation. Only by grasping every step can users come willingly.

Source: Dugu Operation