Spent 100,000+ on private domain traffic? Wasted money!

Due to the impact of the epidemic in 2020, people's channels for receiving knowledge and information have decreased, resulting in people only being able to obtain information from the Internet. With external factors, the education industry has developed rapidly online.

In the past, educational institutions would conduct their business in a combination of online and offline formats. Let’s talk about this educational institution that turned the tide during difficult times. In this year’s third-quarter performance report, we can see that its transaction volume increased by 32% month-on-month, and its community also increased to 300+. What exactly did it do to turn the crisis into opportunity and ride the wind and waves?

1. Targeted content output and convenient operation and management

Not only students are active in this institution, but also lecturers and experts from all walks of life. The institution purchases lecturers' courses and then broadcasts them to students through social networks.

When the epidemic first started, organizations could not expose their activities offline, so all sales had to be completed online. They used personal accounts, WeChat Moments, communities and other platforms with strong social attributes to spread their activities quickly and conveniently.

1. The platform connects to both B and C terminals, making it easy to earn the price difference

The user attributes of this platform can be divided into two categories: one part is lecturers and experts, who mainly produce knowledge content and provide paid knowledge; the other part is students, who pay for the lecturers' knowledge content.

The institution provides lecturers with a knowledge monetization platform by attracting traffic, and students learn knowledge through the platform. The institution obtains traffic at an ultra-low cost and makes profits in the form of the price difference between lecturers and students.

Classes are held in communities, creating an interactive space for lecturers and students. But will some lecturers add students privately, causing user loss for the institution?

There is no need to worry about this. The system used by the institution can save the lecturer's knowledge content. If the knowledge is shared with others, the platform will be able to view it and detect the shared social data, which deeply binds the relationship between the lecturer, the students and the institution.

The knowledge content is all here, are you still worried about users leaving?

2. The audience is huge and can be used by any group of people

We all know that we need to generate private domain traffic , but not many people can do it quickly. They all say that traffic is difficult to generate, but in fact it is just that their private domain population does not match the tone of their products.

To do private domain business, you cannot just form a group casually. You also need to do a good job of investigating the user attributes. Only when people with the same attributes are together can they constantly arouse topics, resonate with each other, and thus generate a sense of identity, which makes conversion easier.

Because the organization covers a wide range of knowledge, its target users are relatively large. As long as there is a community, all community members are target users. If a group has 500 people, ten groups will have 5,000 traffic. Then, through user stratification, people with the same attributes are gathered together and the community operations are refined.

3. Free speeches to attract customers easily

The organization used posters offering free lectures to expose the event on self-media channels such as official accounts, WeChat Moments, and communities. This not only attracted a large number of students, but also many lecturers and experts monetized their knowledge on the platform.

The agency focuses its main efforts on attracting new members by recruiting group owners for the community, forming a huge traffic portal. Does it mean that as long as there is a community, one can engage in private domain business at will?

Of course not. We need to screen out the user attributes of each user in these communities. The more accurate the user portrait is, the higher the stickiness of the members in the group will be, and the stronger the sense of identity with the community will be. The conversion rate of products matching the user attributes in the community will also be greatly improved.

Therefore, organizations began to segment new incoming traffic.

Communities with inaccurate user attributes regularly release various free learning courses. If members are interested in such courses, they will have to join new communities. The first course is free, but if you want to enter the second course, you need to pass the community threshold. You can get a green channel by paying or inviting 3 people into the community, so that you can easily acquire customers.

The user attributes of the new community will be more precise, and then products with relevant attributes will be released in the community. Through refined community operations, conversion will also be greatly improved.

2. Communities and users become sticky, and private domain tools are managed efficiently

As mentioned above, the agency can easily obtain traffic. In addition to the self-media matrix, it mainly relies on large-scale community fission, and cooperates with private domain traffic tools to send targeted content in batches, and achieves it through efficient management in the system background.

This fast and data-based online gameplay greatly improves operational efficiency, thereby achieving the goals of rapid traffic acquisition, rapid community expansion, and efficient operational management.

1. Improve the matrix of traffic reception and exposure

The above only briefly mentioned that the platform uses self-media matrix to acquire and undertake traffic. Is there anything special about their matrix?

Currently, the organization has four public accounts. When searching for the organization’s name on WeChat, a public account matrix with unified avatars will appear. After following the public account, users can solve their needs based on automatic replies.

Before the outbreak of the epidemic, institutional promotion mainly relied on public account promotion and advertising. The public account push then guided users to add personal accounts to convert into private domain traffic, thereby washing traffic again in the circle of friends and communities, and converting users by constantly brushing advertisements.

This method has a long user path, difficult conversions, and encounters a bottleneck in traffic acquisition. How can we quickly acquire a large amount of traffic?

Now that we have a complete matrix to take over the traffic, fission is the fastest way to obtain traffic.

2. Large-scale fission, easy acquisition of traffic

The most common type of fission we have seen is poster fission, which uses public accounts to carry traffic, with appropriate bait and smooth paths. The effectiveness of such fission has also been verified, but the disadvantage is that if the traffic is too explosive, it is easy for the public account to be blocked. The organization chooses to recruit group leaders to carry out large-scale fission. As long as there is a community, anyone can become a group leader.

After recruiting a group leader, the institution distributes different knowledge courses to communities with different attributes through the [Group Mass Sending] function in the background of the [Course Group] system, and broadcasts them to the community through an assistant, allowing group members to learn in the community. At the same time, after the course is over, the content, time, instructor information, etc. of the next course are announced to attract users to scan the code to enter the new course community.

The organization will distribute commissions to group leaders based on the [Class Group] background data, the conversion rate of the community and the number of communities.

The data of the created communities can be viewed in the background of the [Ketuan] system, which makes it more convenient to manage group leaders. The data of each group leader can be analyzed, and group leaders with good conversion rates can be commended. For group leaders with less than ideal conversion rates, targeted guidance can be given to improve the conversion rate.

3. Refined community operations to cultivate user and platform stickiness

Since users are mainly active in communities, refined operation of communities is essential. So how do they operate communities?

They divide community operations into two categories and set different life cycles for each.

The community cycle for inaccurate users is generally 7 days. Traffic is diverted through free courses within 7 days. Every new course will be posted in this group, and the group leader will guide the students to scan the code to enter the new group to attend the class. After the 7-day period, the group will only forward information to notify users when there are new free courses.

For new communities attracted through free courses, the community cycle can be 1 to 3 months. The users of the new community are more precise, and we need to focus on operations, so the group leaders will share benefits, organize community games, interact on topics, etc. in the community to create user stickiness.

The team leader should play the role of KOC in the group. He should be good at or passionate about the course, chat with group members, and make them identify with the team leader. With daily social chats, regular knowledge output, topic discussions, welfare sharing, and community activities to promote activity, isn’t it easy to increase the conversion rate in the later stage?

Conclusion

This educational institution has seen the powerful social attributes of the community and used private domain traffic to form a network-like traffic acquisition layout, and the fission of one person telling ten people, ten people telling a hundred people has been effectively certified. By cooperating with private domain traffic tools, private domain traffic can be split on a large scale at low cost, making operation management more efficient.

Such a simple way of playing, how come you can’t learn it? Stop spending money on advertising!

Author: Want to be a salted fish operator

Source: Want to be a salted fish operator