How to start a lead generation training camp from scratch?

I recently spent a month polishing a traffic generation course. Combined with other traffic generation courses I have done before, I summarized a set of SOPs (i.e. processes) that everyone can refer to when doing courses.

If you want to start a traffic generation course from 0-1, you will not make big mistakes if you follow my steps below. This article will only talk about the course production process and will not mention the subsequent promotion and conversion.

The process of running a lead generation training camp includes five major steps: course research - course positioning - course outline determination - preparation before course launch - course internal testing.

1. Course Research

The first is course research, which is divided into competitive product research and user demand research:

1. Competitive product research

I believe that you must have a course you want to take at this moment. For example, your most recent course is "Financial Management", but you have never taken a financial management course before. What should you do?

Then look for similar course cases. If you don’t know how to find them, you can use the following methods:

• Search for course keywords (such as "financial management"/"investment") through major mainstream knowledge payment platforms: Lizhi Micro Course, Himalaya, and Qianliao.
• Look for courses offered by competitors if you don’t know who your competitors are.

If you are a complete newcomer in this field and don’t know who your competitors are, you can also use the following methods:

• Go to ASO100 and enter the name of your app, and apps with similar services will appear.
• Go to Xinbang to search for WeChat public accounts in related fields
• Search the entire web through WeChat, and any "financial management" courses/articles published in the WeChat ecosystem will appear.

When conducting competitive product research, you need to pay attention to the following aspects of the other party’s courses:

• The main title and subtitle are often the core positioning of the course.
• On the details page, you can see the design of the other party’s course content and highlights
• Marketing articles (if any)

Secondly, the best way to do competitive research is to purchase and experience the other party’s courses, so that you can know yourself and your enemy and be invincible in every battle; since I started working in financial management, I have experienced more than 20 companies, some of which have excellent competitive courses, and I have experienced them 2 or 3 times.

2. User needs research

Compared with professional user research such as quantitative, qualitative, and focus groups, I think course user research does not require so many steps.

The simplest way is to design a questionnaire and then send it to the fans or users of your platform, collecting no less than 100 copies; then for some results that you find interesting, you can also conduct further targeted phone/voice interviews.

After completing the user needs research, you should draw the following conclusions:

• Divide by age: What age group of users do you need?
• Divide by gender: Do your users have gender differences?
• Based on the region: Are there any regional differences?
• Based on knowledge structure: whether it is suitable for people with a certain academic qualification or knowledge reserve.

Therefore, the key here is "questionnaire". You can search some on Baidu for the filter here. You can use "Tencent Questionnaire" and "Questionnaire Star" to make questionnaires.

Second, the course positioning

To position your course, you need to ask yourself three questions, and then you can basically determine what course you want to take.

1) Who are the target users of this course?

Who are you solving the problem for? This target user determines your future promotion channels, promotion costs and promotion methods.

2) Purpose of the course

What pain points did it solve for the users above and how did it help them?

3) Course highlights

This is the competitiveness that distinguishes you from other courses. It can be your teacher’s IP, the innovation of the entire course model, etc.

3. Next is to determine the course outline

The course outline is divided into two parts: online + community.

The training camp model must be carried out in conjunction with the community, so in addition to online courses, community courses are a necessary link.

Key points: You must have a conversion awareness when designing the course outline. To put it simply, your course is just a lead-in course, which needs to have clear logic, progressive steps and make users want to continue learning.

1) First, let’s talk about the online course outline

【Expression method】：

Online courses are mainly divided into audio or video recording forms

There is no absolute value for this, it depends on the needs of each company. However, what I suggest is to use audio conversations online as much as possible to reduce everyone’s learning costs.

【Points to note】:

• The outline talks about basic knowledge points, which are easy for users to learn;
• Each online course needs to determine a theme and solve a problem, and be result-oriented to let users know what they will gain;
• The best number of online courses is 4-6. Too many will make students impatient; too few will make students unable to perceive the quality of the course.
• The time should be controlled within 10 minutes. The user dropout rate of courses exceeding 10 minutes will be relatively high (don’t ask me why, I know from experience).

The point that needs to be particularly reminded here is that the online course outline and the community course outline should be linked. The two are strongly related, non-repetitive, and complementary. Therefore, when considering the course outline, it is important to consider both online and offline together, rather than separating them.

2) The most important part of the training camp: community courses

【Expression method】：

Community courses mainly include text sharing, live sharing, and voice sharing;

Use voice sharing as little as possible, because no one has time to listen to voice clips one by one. Try to share text as the main method, supplemented by live broadcast, and voice last.

【Points to note】:

The design of community courses needs to be more challenging, practical and interactive to supplement online courses.

The rhythm of community courses can be maintained at a fixed time period every day, within 1 hour of sharing + discussion.

Let me take two time periods per day as an example:

• For example, in the morning before work, in the evening after get off work (starting at 8 am or 8 pm);
• During lunch break and after get off work in the evening (after 12:00 and 7:00);
• Or during afternoon tea breaks, or after get off work in the evening (after 4 or 7 pm);

If it is just a time period, it is recommended to make use of the time period after 7pm or 8pm. Is there any basis for this time period? Take yourself and the people around you as an example. When do you pick up your phone and check WeChat to take a break during the day?

The community outline must have a marketing model that gradually guides people to convert to high-priced courses. This involves conversion, which I will not talk about for now.

However, in order to promote conversion, it is recommended that you concentrate your key sharing in the middle and early part of the course time, whether it is an online or community course.

What does this mean? For example, for a 7-10 day training camp, the key sharing should be within 5 days before class; because the vitality and activity of a community are the highest in the first 7 days, and making good use of this golden period will make your conversion more effective; taking the financial management training camp I recently did as an example, I put several key advanced courses for conversion on the 2nd, 3rd, and 4th days.

4. Preparation before the course goes online

Preparation work includes: course recording + material preparation + staff arrangement.

1) Course recording

Before recording a course, you must first arrange the course transcript.

If you are just an operation and have teachers responsible for course content, manuscripts and recordings, then you need to make a time schedule to guide the teachers to deliver at the specified time.

For example: the time to determine the outline of the first class, the time to complete the content of the first class, and the time to record the audio of the first class.

This requires many revisions and discussions, so it is recommended that the content be completed longer because it is the most labor-intensive part.

There is a shift in thinking here. As an operator, you need to lead the entire production process because you understand marketing conversion and how to communicate with users better than the teacher.

Therefore, you need to present the topic and outline you want to research from the user research and competitor research stages to the teacher, discuss with the teacher and ask the teacher to try to follow your direction to fill in the content; of course, there will definitely be frictions in the process, so remember one thing: when there is friction, focus on the big picture and let go of the small details. The main outline is fine, and the teacher can take the lead in the small details.

2) About the material

Common course materials include course details page, cover image, Moments poster, banner image, marketing articles, etc.; depending on which platform your course will be promoted on, you can create more materials.

Among all the materials, it is recommended to make the details page first, which is the center of all the materials. As long as you make this, other slogans will be based on the details page.

3) Regarding staff arrangements

Because each company has different staffing, a good lead generation course also requires design, copywriting, new media, products, etc.; these are relatively changeable. Here I will mainly talk about the training camp part, which is the staffing arrangement of the community.

Taking the course I recently did as an example, I usually prepare the following people:

• Class teacher: overall operation of the community, posting group announcements, messages, maintaining order, hosting community interactions, etc.;
• Teaching assistant: cooperate with the teacher to answer questions and solve some course-related issues;
• Teacher: responsible for giving lectures and answering questions, usually not out at other times;
• Atmosphere Group: Several outstanding students in the past are mainly responsible for creating an active atmosphere.

There may be others, depending on the size of the community and the complexity of the training camp.

5. The last part of the internal testing phase

This step can prevent you from wasting too much manpower and expenses.

Doing an internal test means extracting some users from your old users to experience it, and optimizing your course based on their feedback; continue this process until you have optimized to the conversion rate you expect, and then consider external paid or free fission promotion.

If you blindly create a course and then launch it into the market, you are lucky if the conversion rate is good. If the conversion rate is not good, the operation will be to blame. Remember not to make a course for your own pleasure.

Let me say a few more words. From the moment you start to do a lead generation course, you have to make an SOP sheet, put all the things you can think of in vertical columns and the times in horizontal columns; this way you can know more clearly what needs to be completed at each node.

Author: JJ

Source: juanjuan_311