5 ways to boost private education and training traffic

2020 is called the "first year of private domain". The term " private domain traffic " suddenly became popular and became a new marketing trend. It represents the shift in corporate thinking from harvesting traffic to managing users .

For education and training companies, if they want to break the traffic bottleneck, they need to build their own private traffic pool and shift the game camp from the "incremental market" to the "stock market."

Currently, the main scenarios for private domain traffic are mainly concentrated on WeChat. One billion people use WeChat every day, and almost everyone in China has their own WeChat account. This means that everyone has private traffic. Even if you only have 50 WeChat friends and a small group of 10 people, this also belongs to your private domain traffic. You can influence them repeatedly without incurring additional marketing costs.

This time, we will focus on how education and training companies can achieve efficient traffic aggregation through 5 methods in the WeChat private domain.

1. High-value private domain community marketing

1. Give up the idea of ​​violently creating groups and violently issuing orders. The cost and risk are too high.

We need to provide users with valuable services, for example, consulting and Q&A groups, using our expertise to provide them with guidance and services; or content output groups, collecting and organizing relevant information and learning content, and regularly sending them to parents in the group for learning; for services that require more emphasis, we can also set up "improvement groups" or "training camp groups" to design learning content and processes and provide services. The more valuable your solution is, the easier it will be to attract new members to your WeChat group after packaging.

2. Pay attention to seed users, as they will actively help you spread the word.

For educational and training institutions, the first batch of users include registered students, users who have learned about the courses but have not yet placed an order, and people whose needs are highly consistent. Accurate population and demand matching are the only criteria for selecting seed users.

If you are an art institution, for example, for after-school homework, for students in the community, you can use the check-in activity in the community. After each class, you can upload your child's paintings to get evaluation and guidance from the teacher, generate posters and forward them to your friends, and you can get extra class time, etc. These actively participating users can be regarded as seed users and can be focused on operations.

2. Stock brings increments, fission makes growth

Nowadays, users' thinking, habits, and behaviors are very different from before. It has to be said that fission has become a very effective promotion method, which can play a big role in enhancing brand image and user growth.

For example, Luckin Coffee sold 5 million cups of coffee in 4 months and served more than 3.5 million users. Users who have never downloaded the APP can "get a cup of coffee for free"; secondly, seed users can be retained through activities such as inviting friends to receive coupons after purchase. In the continuous transformation of existing and incremental volumes, Luckin Coffee not only ignited the entire market, but also made itself a phenomenal brand.

In the education and training industry, products used for fission communication cannot be profitable products. The attributes of fission products are high value, low cost performance, and low repurchase products that can stimulate users' dissemination efforts.

In terms of traffic generation strategy, the most commonly used one is distribution traffic generation . Low-priced paid courses of 9.9 yuan, 19.9 yuan or 39.9 yuan are developed. Through activities such as group buying, payment gifts, order cash back, sharing gifts, etc., users can generate their own distribution posters with zero threshold after the purchase. Distribution posters stimulate users' willingness to spread the word. As long as an agency distribution relationship is established with users, once someone buys, the user can get corresponding commissions. Why not do it!

For example: There is an outdoor sports educational institution called "Nut Tribe" that has never placed any advertisements in the past five years, but has achieved continuous innovation in annual revenue!

While insisting on providing good products and services, the most critical operational secret behind it is: using "e-commerce thinking" to conduct commercial operations of educational institutions! With the help of School Butler and Youzan deposit inflation tools, a deposit of 100 yuan in January can be used to deduct 600 yuan when experiencing the product in July and August during the summer vacation. This is both a promotional policy and a practical need; in February and March, the limited-time discount early bird price is used, and the product that was originally 9,800 yuan is 10% off; in April and May, old customers have been locked in and have enjoyed the discounts. New customers or customers who were hesitant before want to enjoy some discounts, and the way to promote them is, for example, group buying by two people, etc. There are clear activity plans throughout the year.

That is to say, we have run through the complete private domain operation closed loop from online customer acquisition to conversion to fission. In 2020, we launched the private domain brand live broadcast room to expand the influence and improve the conversion effect. In 2021, we started the enterprise micro-operation to further realize more refined user operation...

3. Polishing high-quality course content

The value of course content is the key to attracting users, so we must attach great importance to the shaping of course value: useful > interesting. The value can be to enhance a certain ability of the user, or to help the user build a certain knowledge system. During the course design process, we must constantly consider whether the course has a complete knowledge system, whether it has clear logical relationships, and whether it has complete ability advancement.

Ultimately, free courses also need to consider whether they can be connected to the paid course system. For example, after participating in an introductory training camp, you can continue to participate in a higher-value paid product system to achieve the goal of attracting traffic, experiencing, and converting. Training camps that have a system for advancing the value of courses and a sense of service improvement are more likely to generate conversions.

4. Short Video + Education

A successful short video operation can attract users' attention to the greatest extent in the shortest time.

The rapid rise of short video platforms such as Kuaishou and Douyin is precisely because people have limited energy and attention in fragmented time.

The key point of short video operation lies in the creation of its content. High-quality content can make short videos spread quickly among users and achieve good operation results. For educational training institutions, there are still several considerations for making short videos:

1. Course highlights

It mainly edits the wonderful moments of teachers’ classroom teaching to let viewers feel the professionalism of the brand.

2. Talent Show

For quality institutions, the best way to export their brand is to showcase the students' style and shoot some of their daily lives or talents in competitions, which can attract relevant users to watch and forward.

3. Funny things

Interesting things that happen when teachers are teaching or students are between classes can be used as filming material.

5. Build a super membership system

After spending so much time attracting customers, are there any other ways to make them actively consume for a long time? Is there a way that does not require us to repeatedly sell to customers, but instead allows us to make customers our own and work together for a longer period of time? Is there a way to stimulate customers’ purchasing power from only 500 yuan to 5,000 yuan? What kind of benefits should be used to drive customers? The answer is high-value membership services.

Among them, the operation of the points mall is an important part: players actively obtain points, continuously consume points in the mall, and ensure the frequency of interaction with the store. The School Butler & Youzan fusion version can fully meet this requirement.

1. Points acquisition: daily sign-in, lucky draw, course check-in, sharing gifts (50 points for sharing with a friend), participation in community tasks, etc.
2. Points redemption: points can be redeemed for products, courses, customization, and daily lucky draws;
3. Points ranking list: Create a competitive atmosphere and a sense of honor.

In short, private domain traffic only needs to be acquired once, but can be used repeatedly, especially to enable high-frequency, high-conversion, and high-repurchase rate interactions and conversions.

Author: Dot dot

Source: Dot Dot