How can the education industry seize the opportunity of winter vacation and acquire customers accurately?

In the education industry, the era of "let's sign up for a class" is over. In the era of mobile Internet , free services are popular, but payment is an important profit point in the education industry. How to guide students to pay online at low cost, and which channels ’ users are easier to convert ? Today I would like to share with you from two aspects: daily operations of Weibo and paid promotion channels!

Daily Operations

Education has nothing more than two ends, students and teachers. Most platforms will create famous teacher KOLs on the Weibo platform.

Why do we need to build teachers into KOLs? We all have been students before. Which course do you like? Is it because this course really interests you? In most cases, it is the teachers who teach such courses. They are nice people and teach well. They can make boring things vivid and are approachable with a bit of humor.

Don’t expect teachers to become KOLs and then monetize their traffic by taking advertisements. This is neither realistic nor in line with the professional characteristics of teachers, so paid courses are the main way to monetize.

When asking students to sign up for paid courses, we can no longer just say "Students, sign up for a class" or "The teaching staff is strong" as in the past. These are no longer acceptable. Let's analyze how to generate effective paid conversions from free content:

Among the student population, they are always divided into top students > students > poor students in terms of learning ability, and their demands for learning resources are also different, which creates the demand for paid learning.

In order to improve efficiency, some top students may just need to summarize the materials and organize the courses for free.

For ordinary learning, I have benefited a lot from reading the materials. If I want to improve my scores faster, I can sign up for a paid class to improve them.

Not to mention the poor students, you will not become a poor student if you are hardworking and reliable. In order to graduate and get a certificate, enrolling in a class is the first choice.

Free materials/courses not only benefit students, but also allow them to experience the teacher's ability level, killing two birds with one stone.

Attract fans and build word-of-mouth through free courses. In the daily promotion and operation process, the free knowledge content is accompanied by a course registration link, and student fans can get what they need according to their learning ability. Therefore, targeted delivery to the target student group and rapid accumulation of fans becomes the most direct need.

If you want to learn more about how to accurately target, you can add my personal WeChat and I will share with you common targeting dimensions.

Of course, in addition to precise targeting in delivery. College student education has another major feature: the promotion nodes are relatively obvious.

The common nodes such as the start of school, exam registration, syllabus release, exams, and results announcement are relatively fixed.

Moreover, during this year, the exact time will be announced 3 to 5 months in advance, so there will be sufficient time to prepare for the node-based promotions.

Especially during exam registration and before the exam, from the students' psychological point of view, formal registration is mostly a reminder to themselves. This formal sense of ritual will stimulate the immediate psychology of studying hard, and they will secretly make up their minds: "I must do well in the exam this time", "I must pass"... On the eve of an exam, whether it is a final sprint or last-minute preparation, the desire to study reaches its peak.

Therefore, according to different nodes and regular review rhythm, the arrangement of content is also very particular. For instance, taking the CET-4 and CET-6 exams as an example, you usually focus on memorizing words, such as the frequently tested ones, and then learn some common translation techniques. When the exam is approaching, you have to put out essay templates and predicted test questions.

There is another killer weapon regarding nodes, and that is Weibo search. When the CET-4 and CET-6 results were released in June, the term "CET-4 and CET-6 results" became a hot search. Of course, this term became a hot search not because of purchased advertisements, but because of natural searches by the general student population.

From the micro-index of Weibo’s official data center, we can see that on August 22, the keyword “CET-4 and CET-6 scores” soared in popularity!

When I searched this word that day, the result showed New Oriental.

Interested friends can also make a comparison. If you search for "CET-4 and CET-6 scores" now, the results will be completely different from those in the picture. Due to limited space, if you want to know the detailed operations, you can add me on WeChat for private communication.

There is so much more to college life than just classes and exams.

In daily content operations, we can also increase the operation of content activation for college students. On the one hand, it can liven up the atmosphere and set the pace, and more importantly, it can increase the stickiness of Zeng Qian's fans.

This is what we have always advocated, to make fans "beneficial", "helpful" and "interesting". Beneficial means that fans can satisfy their needs by paying.

Beneficial means that fans can also increase their knowledge through daily content reading.

It's interesting, needless to say, and we publish some prize-giving activities, holiday activities, interactive topics, etc. on a daily basis.

So you will find that many educational institutions have both official blue V accounts and personal orange V accounts of many famous teachers (many of which are already gold V accounts with tens of millions of exposures).

The operation and maintenance of this kind of matrix account is also very particular. If you look closely, you will find that many organizations have their own animated images, and many peripheral products have also been derived: such as dolls, pillows, notebooks, gel pens, etc.

Whether it is a matrix account or peripheral gift packages, they are constantly strengthening their own brand image.

Paid Promotion

In terms of guiding and increasing followers, it will be effective to mainly release high-quality [learning materials], and then add topics and corresponding guidance in the copy . The overall cost of increasing followers is less than 7 yuan, and the cost of increasing followers for some content promotion is between 4 and 6 yuan, which is at a high level in the industry.

Currently, the cost of increasing followers for Weibo promotions that use prize-winning activities as content is around 6 to 10 yuan, and the cost of increasing followers for non-activity-based promotions is around 8 to 12 yuan. The cost of adding followers for food videos and funny jokes is between 2 and 5 yuan.

Main influencing factors:

1. The breadth of the target audience. The wider the audience, the lower the cost.

2. High-quality content and matching degree;

3. The strength of the prizes for prize-giving activities.

[Experience 1] When studying practical materials, use nine pictures as the main content, with the same content background and better visual effects. The middle picture should reflect the brand characteristics and content theme.

[Experience 2] Include guidance on following in the blog post, and guide fans to send private messages to receive professional and free learning materials after following, which are in urgent need of students.

[Experience 3] For non-current affairs content, consider posting it in the afternoon or evening, and then promote it the next day after some fans have interacted with it. Taking advantage of the user's herd mentality, they will mark high-quality content before reading it.

In terms of postgraduate entrance examination, since it is more difficult and professional than CET-4 and CET-6, the dry content such as [knowledge sorting] and [difficult and key points] are more popular.

Since there is a clear differentiation in postgraduate entrance examination majors, the contents of the two general courses, politics and English, have a relatively wide audience. The overall cost of increasing fans in the early stage is around 5 to 8 yuan, which is higher than CET-4 and CET-6, and is at an upper-middle level.

(In general, because the audience in professional fields is narrow and there are relatively few accounts that can be accurately targeted, the cost of increasing followers is higher than in other general fields.)

[Experience 1] It is better to interact with content such as knowledge sorting, highlighting key points, etc. to help improve review efficiency.

[Experience 2] Regarding the postgraduate entrance examination review plan, you can make a series of it, with different review focuses at different stages, to guide students to master the review rhythm.

Public account ads are located at the bottom of public account articles. When reading articles, users can read to the end of the article. At this time, users are in an immersive environment and will read the ad content more carefully. Therefore, the optimization direction is mainly on the 18-character copy.

Currently, the cost of increasing WeChat followers for CET-4 and CET-6 is 5 to 8 yuan, and less than 5 yuan when things are going well; the cost of increasing followers for postgraduate entrance examinations fluctuates greatly, averaging 8 to 13 yuan, and 5 to 8 yuan when things are going well.

For the same high-quality content, the cost of CET-4 and CET-6 is relatively stable with a delivery cycle of 2 to 3 weeks, but that of postgraduate entrance examination content can only last about 1 week, and subsequent costs will rise. The main reason is that the audience of CET-4 and CET-6 is much wider than that of postgraduate entrance examination candidates.

In the same age group of 18 to 22 years old, the majority are students, and CET-4 and CET-6 are compulsory. However, among the 20-25 year old group, there are fewer people who need to take the postgraduate entrance examination, and many of them have already started working, so the difficulty of precise targeting is greater than that of CET-4 and CET-6.

On the current overall platform, for categories with a wide range of audiences, such as automotive knowledge, the cost of increasing followers is 3 to 5 yuan; and for entertainment and film categories, it costs 2 to 4 yuan. The cost of increasing followers for CET-4 and CET-6 is at an upper-middle level on the platform, and the cost of increasing followers for postgraduate entrance examination is at a medium level.

Summarize

Online promotion in the education industry should be a combination of daily operations and promotional investment. Through operations, the image of famous teachers can be shaped, the professionalism of institutions can be strengthened, potential users can be acquired through promotion, and conversions can be carried out through node activities!

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

Product promotion services: APP promotion services, information flow advertising, advertising platform