How does Zuoyebang operate private domain traffic?

For the education industry, 2020 is definitely a year of mixed blessings.

The fortunate thing is that due to the impact of the epidemic that prevented offline classes from being conducted, many online education brands have experienced unprecedented explosive growth this year; the worrying thing is that many offline education and training institutions have not been able to survive this year.

At the same time, since all offline promotional activities cannot be carried out, many education and training institutions have realized a serious reality problem: it is becoming increasingly difficult to obtain traffic.

In the past, most educational and training institutions acquired customers mainly through offline marketing and advertising on public platforms, but these methods are becoming less and less effective.

The old method doesn't work, and the new method - private domain traffic operation has become popular. Many educational and training institutions have realized that only by keeping users in their own private domain traffic pool can they win on the track, or even survive.

Zuoyebang , one of the industry giants with the best online education, also chose to start its own layout in the private domain at this juncture.

As a major education IP with more than 70 million monthly active users and a peak of 170 million monthly active users during the epidemic, how did Zuoyebang do it specifically?

We will take a specific activity case of Zuoyebang to analyze how Zuoyebang operates private domain traffic.

1. Detailed explanation of the activity process

1. Channel diversion

As a long-established online education brand, Zuoyebang is very strong. In addition to the ubiquitous advertisements at bus stops and subway stations, Zuoyebang can be seen on various information APP platforms and variety shows.

The purpose is simple: to expand the brand influence while encouraging users to download its APP.

Attracting users to the APP is only the first step for Zuoyebang. The next focus will be on private domain traffic operations.

Zuoyebang has various course registration discount activities almost every day, so what are the specific traffic channels for these activities?

The official APP homepage pushes various activities:

The official APP of Zuoyebang is the most important traffic entry point for all its promotional activities.

As long as you download the Zuoyebang APP through any channel, the system will first ask you to select the grade your child is in, and then based on the information you fill in, the homepage will push corresponding promotions.

This is why Zuoyebang does not directly push specific activities through offline advertising or information apps, but instead chooses to let users download the app.

Because users don’t fill in their grade numbers, you don’t know which stage of knowledge they need, and you won’t be able to accurately push the corresponding activities to them, so the effect will naturally be greatly reduced.

Official WeChat Account:

In addition to the official APP, Zuoyebang’s WeChat public account matrix is ​​also a very important traffic channel.

It is rare to see a company registering and operating so many public accounts at the same time, but Zuoyebang has registered a number of public accounts based on different user portraits with almost 360-degree coverage.

There are two benefits. On the one hand, it facilitates more precise vertical marketing to users, and on the other hand, it can maximize the brand influence.

Invite politely to guide users to share:

The last way to attract traffic is the common fission model, which allows users to send exclusive posters to their friends, share them to Moments, WeChat groups, etc., and then invite 68 mothers to follow to win prizes.

2. Traffic acceptance

How does Zuoyebang handle the traffic that comes in through activities? Depending on the situation, Zuoyebang chooses different carriers.

Teacher's personal WeChat ID:

For those who directly received the free courses, Zuoyebang chose to use the teacher’s personal WeChat account to take over.

The intention of doing this is very obvious, which is to allow teachers to make connections and achieve payment conversion.

However, using personal WeChat as a user's successor number has many disadvantages.

For example, the number of friends a person can add on WeChat is strictly limited, and if the number exceeds 150, the account may be blocked; personal WeChat is also unable to perform refined operations on users through labeling, etc.

WeChat public account:

For users who want to get books for free, Zuoyebang chooses to let them follow the official account of the subject corresponding to the subdivision.

The purpose is also very clear, which is to accurately direct traffic to the official account to facilitate subsequent targeted marketing.

The disadvantage is that the current opening rate of official accounts is very low, which may lead to mediocre conversion results.

WeChat for Business:

Next, let’s talk about the most popular enterprise WeChat, how it undertakes private domain traffic, and what advantages it has.

As soon as the user clicks on the activity link, a WeChat mini program customer service dialog box will pop up on WeChat.

After the user sends the message according to the prompts, an event poster and script will automatically pop up, inviting the user to scan the code and follow the company's WeChat account.

In this way, the first step of building a private traffic pool for corporate WeChat has been completed.

After users add corporate WeChat, they will automatically receive detailed information on the event rules and various benefit links.

At the same time, a message and link will pop up to invite users to join the corporate WeChat community.

And you can't just join any group. Before joining, users need to select the age of their baby first, and then they can enter the corresponding community.

Among the above three methods, enterprise WeChat is undoubtedly the best one compared to personal WeChat or WeChat public account.

For example, corporate WeChat can take over customers with just one click, preventing customer loss caused by teachers who leave, but personal WeChat cannot do this.

The opening rate of WeChat public accounts has now dropped to as low as 1.5%, and the reach rate is too poor, while the reach rate of corporate WeChat is over 90%, and can be reached repeatedly.

In short, compared with personal WeChat and WeChat public accounts, enterprise WeChat has too many advantages in private domain traffic operations, which is why many companies have switched to enterprise WeChat.

3. Operational transformation

After a round of activities, users have added too many channels of Zuoyebang, so Zuoyebang’s operational actions are also rich and diverse.

The first one is that after users add the WeChat mini-program customer service of Zuoyebang, in addition to the activity slogans sent at the beginning, various low-priced courses will be pushed to users from time to time.

The second way is that after the user signs up for a free course at Zuoyebang, Zuoyebang will use the phone information obtained to regularly send text messages to the user, reminding the user to add the teacher’s WeChat to receive learning materials and download the course APP.

The third type is the teacher’s corporate WeChat, which will send various electronic picture books, learning tips, etc. to users from time to time. The ultimate goal is to guide them to fill out the baby’s learning files and keep the information.

The fourth type is the operation of corporate WeChat communities, which involves many tricks.

First of all, users are reminded in the group almost constantly every day to collect free learning materials. In the process of collecting materials, they are constantly directing traffic to other subject public accounts, teachers’ video accounts, etc.

Secondly, we interact with users by sharing knowledge points in the group every morning. The purpose is to guide users to receive free courses and fill in information.

Finally, the group also launched a free registration chain game. As long as there are parents participating in the registration, the names of the registered parents will automatically pop up in the group.

The purpose is to take advantage of the users' herd mentality and get them to click on the link to fill in the baby's information file, which is also to facilitate subsequent paid conversions.

The whole set of operational combinations will make users feel a little dazzled, with links to free learning materials everywhere.

2. Event Highlights

Next, let’s analyze the highlights of the entire activity of Zuoyebang.

First, the diverse reward mechanism fully considers the various needs of users

Throughout the entire event, almost all users who have children at home can get what they need.

For example, users who do not need free courses can receive learning materials for free.

If you don’t even need study materials, you can also get popular science books for free.

Second, WeChat for Business handles traffic efficiently, greatly reducing operating costs

As an app with more than 70 million active users per month, an event is likely to attract thousands of users at the same time. If you only use personal WeChat to handle this, the cost may be very high and there is a risk of your account being blocked.

Enterprise WeChat does not have to worry about this problem at all. One enterprise WeChat account can easily handle the traffic of thousands of users, and can also quickly set up dozens of enterprise WeChat communities.

In addition, the business card page of corporate WeChat can display a large amount of information to users. The company's certification information, event links, user benefits, etc. can all be seen here, which can not only increase user trust, but also facilitate increasing the participation rate of activities.

Third, a clever retention mechanism to reduce the loss of customer assets

After many users visit the event page to learn more details, they may not be interested in the free courses. If users do not take the free courses, they will not leave any valuable information and will easily be lost.

However, at this time, through a clever retention mechanism, when the user is not interested in the free course and is about to leave, a page where he can get the picture book for free will pop up automatically. If the user is interested, he can be kept in his own private traffic pool and converted later.

3. Suggestions for Optimization

During the activity flow analysis, we can clearly see some areas of the activity that need to be optimized. Here is a brief summary.

First, the activity process is too complicated and users are easily confused

During the entire activity, users need to constantly scan codes to add various things, such as personal WeChat accounts, public accounts, and corporate WeChat accounts, and jump from the official APP to WeChat mini-programs, and then to various public accounts, going back and forth, and users can easily quit midway.

The best way is to bring all users into the private traffic pool of WeChat for Business. Even if the conversion is not successful this time, you can still reach them multiple times and complete the conversion through the various operational functions of WeChat for Business.

Second, too many activity messages are pushed, which can easily cause users to be disgusted

Whether it is a public account, a corporate WeChat account, or a corporate WeChat community, various activity slogans are always pushed frequently, and when users ask questions, no one comes out to reply, which easily gives users the feeling that it is an advertising group, and the final result is naturally that they are disgusted and quit the group.

The suggestion should be to moderately control the push of activity messages, and at the same time interact with users more by solving problems, so that users feel that this is a truly operated learning and sharing group, rather than a spam group only used for advertising.

IV. Conclusion

Finally, let’s summarize some highlights of the entire event:

• A variety of reward mechanisms that take into account the various needs of users;
• WeChat for Business handles traffic efficiently, greatly reducing operating costs;
• Ingenious retention mechanism reduces the loss of customer assets.

In the increasingly competitive education and training industry, it is no longer possible to rely solely on public traffic to acquire customers. Instead, retaining customers in private traffic has gradually become the trump card that enables education and training institutions to continue to lead the field.

Author: Miss C

Source: Seeding Marketing