Is information flow advertising ineffective? Maybe you didn’t choose the right promotion channel!

In the past, educational institutions’ promotional methods mostly included: distributing flyers at the school gate, lectures by experts and professors, and telephone sales. Now, the online promotion of educational institutions has become quite mature. The advantages of WeChat Moments and QQ Space have become increasingly prominent, and have become the main promotion method for educational institutions.

1. Tutoring training courses

Distribution channel : WeChat Moments local promotion

Promotion characteristics: It is a training institution for primary and secondary school students in third- and fourth-tier cities. The CPM bid is relatively low, and the main target group is parents . We mainly focused on collecting customer consultation and ultimately achieved good results.

Exposure : 150,000+

Collect sales leads: 40+

Material analysis: The main focus is on extracurricular training and tutoring, using "core test points", "improving scores", "academic masters", "excellent students" and other means to attract parents.

The content is natively displayed in the information flow of the circle of friends: it is secretive, and it seems that only a few people know about it; the trust seems to come from the recommendations of friends around. Ultimately, parents feel that this is a method that few people know about that can help their children win at the starting line.

2. Parent-child institutions

Distribution channel: WeChat Moments local promotion

Promotion characteristics: This club is positioned at a relatively high end and is only offered to users whose mobile phones are more expensive and whose average order value is slightly higher. In-store service is required and the coverage area cannot be too wide, so it is only offered to areas near stores. The trial investment was less than 1,000 yuan, and the conversion resulted in a contract worth 20,000 yuan.

Exposure: 10,000+

Collect sales leads: 12+

Material analysis: A local swimming training institution with a parent-child theme displays native content to surrounding potential users based on age, gender, interests, mobile phones and other dimensions.

Imagine a young mother seeing photos of other people’s children having fun in a swimming club on her circle of friends. Wouldn’t she be moved? Looking at the address again, it is in a business district that I am familiar with; plus with the appointment for promotion, the deal was signed smoothly.

3. Educational tool apps

Distribution channel: mobile QQ space

Promotional features: This app is aimed at online learning for primary and secondary school students, and is mainly downloaded and studied by students themselves . The main user group of QQ Space is primary and secondary school students, which is consistent with the audience of the APP. Most students use Android phones. Basically, the cost of activating Android is around 3-4 yuan, and the retention rate on the next day can reach 50%.

Exposure: 1.16 million+

Click-through rate : 2.55%

Average click price: 0.44 yuan

Download rate : 29.86%

Material analysis: Use scenes from students’ real lives as advertising materials, add some APP features that can solve their pain points, and display them in the information flow of QQ space. When ancient Chinese translation and word interpretation can be completed with just one click; when pretty girls in school uniforms are also using it, are you tempted too?

【Written at the end】

Most people do not have a strong sense of self-initiative when it comes to study planning. They often want to learn what others are learning. The circle attributes of WeChat Moments and QQ Space cater to this point very well. For example, when parents see other people’s children doing well in their studies on WeChat Moments, they will be very motivated; when students see their peers learning something on QQ Space, they will also want to try it.

At the same time, based on the social attributes of these two platforms, Moments and QQ, it is recommended to set labels according to user behavior , so that the information can be delivered to more potential target groups.

Information flow promotion: http://www.iqingua.com/fuwu/

Source: Tencent Social Advertising