How to quickly lock in users and achieve satisfactory promotion results?

Every industry takes two things into consideration when promoting products: industry characteristics and target audiences . Today, I will use several cases in the education industry to explain in detail how to understand industry characteristics and attract target audiences.

1. Current status of the education industry

Currently, the education industry is facing a " red ocean of traffic " situation. The number of users is growing at an average annual rate of more than 20%, and the enrollment and turnover of educational institutions must increase by at least 30%. Its traffic can no longer be obtained solely through offline promotion.

" Difficulty in finding users ", " fast loss of opportunities ", " low customer repurchase rate " have become the industry's primary marketing core pain points, which requires advertisers to achieve high-quality customer acquisition rates in marketing promotions .

In the era of mobile Internet marketing , simple marketing methods such as phone calls, text messages, and flyers are no longer favored by the education industry. Even the effects of television advertising are far from satisfactory.

For audiences in the education industry, they prefer to search for high-quality education and training products on their own, browse relevant communities in the education industry, or look for product recommendations with good reputation.

Therefore, online marketing and delivery is the best choice for educational promotion.

2. How to improve customer acquisition rate?

Brands can place product advertisements on information flow platforms and cooperate with relevant information built on the official website or push content on WeChat to allow more customers to discover the value of the products, so that they are willing to leave purchase clues and look forward to communicating with the brand.

But one thing we need to note is that the ultimate goal of our marketing is not the amount of “ exposure ” or the number of visits to the brand website, but the amount of conversions that can actually leave contact information. Of course, exposure and website visits are indispensable parts in promoting conversions , and the optimization of these two aspects of content cannot be ignored.

1. Position external products and explore product pain points and needs

Match creativity and audience according to needs, and place advertisements through Tencent's unique social platform to stimulate users to purchase and forward. As shown in the following case.

A 020 education promotion

Material form: Blog

Material analysis: Use the current bad phenomenon of widespread fraud with fake academic qualifications to draw the audience's attention to the verification of real academic qualifications. Using time cost as a publicity gimmick and emphasizing that all courses can be completed in one year can attract audiences to click to a certain extent. By attaching a link to the official website in the blog post, the audience can go directly to the official website for more detailed consultation and understanding, which can effectively promote customer conversion.

2. Accurate brand positioning and optimized crowd labels

There is a certain degree of homogeneity in the current education industry. Some brands are still a little vague about their market positioning to a certain extent. They only want to lure all users into the basket while ignoring the specific needs of the audience.

Therefore, brands must clearly define their product positioning, identify the target market, and find the user groups that are suitable for their business. As shown in the following case.

An APP education institution

Material form: Blog

Material analysis: English, French, Japanese, Korean, German, Thai..., the opening statement clearly states the products and services that the brand can provide, and the target group is mainly students . Their spending power is determined, and a free opportunity of 1 yuan to experience a course worth 199 yuan can, to a certain extent, arouse students' curiosity and enhance their favorability towards the brand. This will guide students to purchase the complete course to study and achieve customer conversion.

3. Focus on user experience and create high-quality advertising content

For every advertisement, we must ensure its originality, but at the same time, it must immerse the audience in it, making them feel that this is high-quality content that is helpful to them and not disgusted by it. As shown in the following case.

An APP education institution

Material form: Video

Material analysis: The topic talks about the demand for children's bedtime series, which can accurately target the audience and use high-quality video materials to allow customers to clearly feel and understand the importance of learning English. This gimmick is used to grasp the cultivation of parents' educational concepts for their children, prompting them to recognize brand values ​​and build brand favorability.

Summarize

For marketing promotion in the education industry, as long as you can grasp the user's inner pain points, accurately position yourself, and narrow the brand distance with the audience, then high-quality exposure, clicks and conversions will follow, and the brand will have stronger market competitiveness.

Therefore, whether it is a brand education institution or a small and medium-sized education institution, it is necessary to pay attention to these key points of promotion on the information flow platform in order to better achieve the integration of product and effect and obtain satisfactory promotion results.

The author of this article @Weishidun Mobile Marketing is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century