How to achieve new user traffic across the entire network?

Recently, the E-Commerce Research Center of the China Internet Network Information Center and the Education Channel of the China Internet Network Information Center jointly released the "2021 (Part 1) China Online Education Market Data Report", which predicts that the online education market size in 2021 will reach 523 billion yuan, a year-on-year increase of 20.84%, and the user scale will increase by 19.88% year-on-year to 410 million.

With the rapid development of the Internet, online education has become a general trend. More and more companies and institutions have completed online and digital transformation, moving knowledge online, using online tools and the Internet to achieve wider dissemination and efficiently attract new customers and retain existing ones.

01Choose new channels and retain users

In order to attract new customers and get as much exposure as possible, we can first build our own traffic matrix:

WeChat platform: WeChat public account, WeChat personal account, WeChat group, enterprise WeChat, video account...

Weibo platform: corporate official blogs, Weibo advertising resources...

Question and answer platform: Zhihu, Baidu Q&A, 360 Q&A...

Encyclopedia platform: Baidu Encyclopedia, 360 Encyclopedia...

Video platforms: Tik Tok, Kuaishou, Huya, Bilibili, Yizhibo, Douyu, Xigua Video…

Audio platform: Himalaya, Qingting...

We-media platforms: Toutiao, Baijiahao, Dayuhao, Yidianhao, NetEase, Sohu, Jianshu...

Others: Douban, Xiaohongshu, Baidu Tieba, industry forums...

Merchants can selectively roll out these platforms to shape their brand image and achieve traffic-attracting effects, and we can accumulate the traffic attracted across platforms on the merchant’s own online platform.

Here are a few small examples:

Tik Tok traffic diversion: You can put the WeChat public account information in the homepage introduction to make it easier for fans to follow and find the public account.

Weibo traffic diversion: You can put the official account in the top Weibo.

Zhihu traffic diversion: users can be guided to send private messages or follow public accounts.

Douban traffic diversion: Search for groups that match your positioning in Douban, join the group, and divert traffic to the group.

Traffic diversion through Xiaohongshu: The nickname on Xiaohongshu should be consistent with the nickname on the official account. Write “same name on the entire network” in the personal profile, and put the email address and Weibo on the homepage.

02How to attract target audience?

According to the nature of different platforms, we can set different traffic baits, generally speaking:

Information flow platforms such as Toutiao, Sohu, and Baijiahao, as well as grass-planting platforms such as Xiaohongshu, mainly use pictures and texts as bait; video platforms such as Douyin and Kuaishou are pure videos; platforms such as Zhihu can be professional dry goods, inspirational stories, money-making cases, etc.

In terms of content, the more common and effective ones currently include:

1) Physical benefits: Generally speaking, we can use product trial packs, course-related peripherals or some general items (tissues, notebooks, etc.) as physical benefits to arouse the interest of the target group;

2) Information package: useful information, etc.

3) Experience class: 5-day training camp, recorded video class/audio class, etc.;

4) Free live open classes;

5) Red envelopes, knowledge store coupons, etc.;

6) Membership benefits: knowledge store VIP weekly card, etc.;

7) Service benefits: such as diagnostic services, one-on-one consultation, etc.

It should be noted that the traffic-generating products we launch must be strongly related to our full-priced courses, so that we can accurately attract traffic and better establish user awareness of our products and services. Compared with physical products, virtual goods are obviously more suitable as traffic-generating products, with lower marginal costs and easier to be continuously deployed for traffic generation.

03Actual new customer acquisition scenario

After setting up the drainage products, we can start to attract new customers. Here are a few specific scenarios:

1. Users search on platforms such as Zhihu and Toutiao, and see good articles that they find helpful. They are then prompted to chat privately to receive course benefits. After the private chat, they can be guided to follow the official account - receive coupons/redemption coupons - experience free courses, and then convert to full-priced courses.

2. WeChat ecosystem drainage:

1) Friends help lead the course

A certain course has set up friend support. Once 15 supports are collected, you can study the course for free. Users can generate a sharing poster with one click and share it with friends for support. If the supporting friends are interested in the course, they can also initiate their own support activities to achieve fission communication.

2) Step-by-step group buying

The store VIP weekly card can be used to start tiered group buying. The more people there are, the lower the price will be. Low prices can be used to stimulate users to initiate group buying with more people, thereby achieving more efficient fission.

3) Recommend and win gifts

Merchants create gift-for-referral activities, and users share the activity page with friends. Rewards are based on tiered goals, with 5, 10, or 15 successful visits. The referrer can receive different points, and the referee can also receive points as a reward. The points can then be used to redeem the desired gifts in the points mall.

4) Follower-increasing tool

The merchant organizes an event called "Invite 5 friends to follow the official account and enjoy free learning of the course "How to Manage Your Financial Assets". After users follow the official account, they share the event poster to their Moments or a designated friend group, and invite 5 friends to follow the official account to get a free reward for the poster course.

By analogy, merchants can use this idea to attract new customers to their stores, and then use high-quality courses and teaching services to truly retain users and generate conversions and repeat purchases.