Uncovering the secrets of how educational institutions acquire and distribute customers

The Internet dividend period has passed, and customer acquisition costs have become the largest expenditure for companies. In the e-commerce and education industries, it has become a headache for operators. What practical operational strategies can we learn from the increasingly popular distribution of educational courses by large-scale online education institutions ?

The COO of Vision TV said:

"As the business develops, we find that paid knowledge is more inclined to the publishing business model. The final product is a book. In addition to textbooks, the education industry also needs teaching, training, and evaluation... Books are just a beginning. The knowledge service provided by Shizhi is in the direction of education. This is why we provide online training camp courses and use online communities to teach parents, ultimately ensuring better growth effects for children. We are also starting to involve primary school Chinese literacy education, which is all in the transition to an education model."

There are now many tools to assist in campus operations, including home-school management systems, teaching and academic affairs management systems, marketing management systems, etc. More and more educational and training institutions are using distribution systems.

For example, Spark Education, Zuoyebang, Artbao, Gaotu, Yuanfudao, NetEase Youdao Kids English, etc.

Below are the Custom Bear distribution rules and conditions and permissions for each level:

The distribution system can quickly establish an online shopping mall system, build a personalized brand, enhance the image of the organization, open up multi-channel distribution, and integrate upstream and downstream resources through investment promotion and other cooperation, making the organization's industries more comprehensive and reasonable.

Basic framework of the education and training distribution model

Course distribution is an operational marketing process consisting of educational institutions, distribution platforms, distributors, and student users.

The course distribution model is somewhat similar to the "Taobao Affiliate" that was popular in the early days. First, the educational institution publishes the course distribution needs on the course distribution platform, and then the course distribution platform recruits distributors. The distributors promote the courses through channel resources, and the students purchase the courses of the educational institution by sharing the distribution promotion.

Nowadays, many large institutions are responsible for course development, platform construction, distribution channel operation and maintenance, and after-sales service, which improves efficiency while also strengthening control over the entire marketing process.

For example, the distribution system built by Bear Art is equipped with a dedicated public account to provide reminders of order information and invitation information. The system has basically met the requirements:

1. Generate recruitment poster
2. Generate invitation poster
3. Commission and order details
4. User data directly enters the official CRM system

The role of course distribution systems

1. Expand channel coverage and distribute to seize the market

The distribution system has multiple terminals and platforms, and can realize various combinations such as PC+touch screen+APP+WeChat mall+mini program+community, which can cover the distribution channels of the entire network and seize more market resources.

2. Data resource integration and accurate decision-making management

The distribution system, combined with the institution's online and offline course business, can achieve more centralized management of channel information, provide the company with more detailed and accurate data, and help management make better decisions and sales management.

3. Control public opinion risks and supervise distribution backend

The distribution system has the right to supervise distributors. The distribution system has a comprehensive distribution management functional module to help companies supervise distributors in real time, and has stricter and more standardized management of the course modules and prices used by distributors, which can protect the company's interests while guiding distributors.

4. Multiple promotions and diversions to achieve circular fission

The distribution system has a variety of promotion methods, a fission-type infinite-cycle distribution model, and a customer recommendation system where you can save money by purchasing and earn money by sharing. It can not only solve the self-purchase consumption of some users, but also realize the shared consumption of other users.

5. Build a brand image and quickly build a mall

If the tool platform mall template is managed with one click, the distribution system can quickly help institutions build their brand image, increase trust, use the advantages of the network platform to expand sales channels, and create personalized campuses.

For smaller new training institutions, there is no good resource platform in the early stage and they need to acquire a large number of customers to convert users. They can set up low-priced traffic-generating courses as distribution courses.

Incremental low-priced courses: If the goal is to increase the number of users, acquire more customers, and the teachers and courses are good enough, you can set up low-priced course distribution to attract a lot of traffic.

For training institutions of a certain scale and with a good reputation, it is not appropriate to make total volume the main goal at this time, but to make popular courses into hits and sell better.

Increase the credit limit for popular courses: If the course has a certain basic volume and good reputation, distribution is to increase exposure, allow new courses to sell at a better price, and create popular content for distribution.

Basic ideas and processes for course distribution

1. Analyze the sales data of the courses, determine the courses to be distributed and the price setting;

2. Choose the right distribution tools, such as Youzan, Xiaoetong, Lingyi Liebian and other distribution platforms;

3. Determine the activity plan and cooperation method based on the channel promotion effect of previous advertising;

4. Teamwork and timely communication between partners, and preparation of materials and content in advance;

5. Track distribution cost input and real-time data, and optimize keywords, copywriting, content, etc. based on feedback;

6. Determine the marketing model with the best combination of social networking, live broadcast, mini program + official account + distribution platform;

Meishubao promotion and distribution registration settings and profit rules

When setting up distribution courses in the early stage, choose courses with higher praise rates and lower unit prices. First, impress those paying students who have already experienced the course and encourage them to share. The communication efficiency will be higher and the actual conversion intention will be much better!

User-side and promotion-side activation action settings

Incentives for distributors and promoters include bonuses and physical incentives. Some common incentives include:

Order Rewards: You can receive a red packet of N yuan for placing an order; You can receive XX physical items for placing an order

Place an order to participate in the lucky draw or share the red envelope: place an order to participate in the lucky draw

Tiered reward for placing an order: 1 order can be redeemed for XX reward, 2 orders can be redeemed for XX reward, 3 orders can be redeemed for XX reward

Phased incentives: important nodes, reading promotion incentives, performance ladder rewards, ranking awards or dark horse awards, etc.

Newcomer order award: generally used to activate newcomers

Level upgrade: Direct upgrade, upgrade after reaching a certain performance

In addition, it is necessary to provide systematic training to the distribution experts who will be responsible for the promotion, and prepare promotional posters, copywriting, materials and experience methods.

Moments, communities, official accounts, Xiaohongshu, Zhihu, etc. can all become channels for promoters, attracting the attention of the promoter’s friends through videos, graphic materials, good reviews, live broadcasts, etc.!

Spark thinking circle of friends poster copy material

The community establishes standardized sop processes and replicates successful operational teaching cases for teaching, and so on!

In addition to distributors and promoters, the sale of courses also requires user-side settings, which can include limited-time benefits, flash sales, rush purchases, group purchases, and new user gift packages .

Limited time flash sale: Normal price is 9.9 yuan, 6.1 yuan flash sale for Children's Day (special price)

Group purchase for multiple people: Normal mobile phone is 9.9 yuan, now 3 people group purchase 6.66 yuan

Limited time gift: Only for 3 days, you can get 1 picture book by purchasing through the promoter

Course incentives: rewards for completing the course, gifts for checking in, cash back for checking in

Full gift and full discount: 1 order or more, each person will receive 1 error book

Risks that need to be avoided in distribution settings

1. Distribution above level 2 is strictly prohibited

Distribution above level 2 does not comply with relevant national regulations and is prone to being suspected of breaking the law and being reported and banned. It is recommended to reach a maximum level of 2.

2. Timely payment of distribution commissions

Delaying payment will reduce enthusiasm and affect promoters’ trust in the organization. When the amount is low, it is best not to set taxes.

3. Appoint a dedicated person to be responsible for standardized guidance

There must be someone dedicated to supervise and manage, provide guidance and training, and establish a sense of belonging among promoters, so as to avoid other negative public opinions or lack of motivation that will lead to a large number of promoters leaving.

Walnut Programming Distribution Red Line

at last

To determine whether a course is suitable for distribution, you also need to find benchmark products for comparative analysis, predict the results, and make a comprehensive decision based on the market, users, and products . Once you start doing it, if you don’t do it well, you will fail and all your investment will be a loss.

Regardless of distribution or community, the most important thing is marketing ideas and high-quality courses . This is the core foundation for the long-term development of all institutions!

Author: Operation Favorites

Source: Operation Favorites