Refined operation strategy for users in the education and training industry

Of course, it may also be because I don’t know enough. I heard that people who work in investment are very familiar with the business operations of companies. So from this point of view, I still need to ask more questions from my friends in investment banks.

I will talk about investment after consulting with my friends in these investment banks and gaining some practical experience.

What I want to share today is the refined operation of users, which is mainly inspired by my feelings. I was really shocked. I am currently working in the education industry.

I found that the user operation in the education industry is really terrifying. The repurchase rate of courses is so high that the overall average level is over 95%.

This is really abnormal. From all dimensions, I think it is worthy of reference for most companies. Of course, this may be the charm of the leading company of top listed companies. So, if I had money, I would definitely buy our company's stock.

Because, for a company of this level, with the blessing of time, how could it not have an incremental market?

Refined operation of users is the most popular term in the past two years when it has been difficult to acquire traffic. It is second only to private domain traffic operation. The corresponding term to refined operation of users is rough operation of users. Why does rough operation of users occur? The reason is actually very simple. Compared with traditional offline customer acquisition methods, the Internet has too many users and too much customer traffic. This results in users' services not keeping up, leading to serious user loss.

However, as the development of the Internet slows down, it becomes more difficult to acquire users online and the cost gradually increases, the operation of existing users becomes more important. Therefore, it has become an inevitable trend for user operations to move towards refined operations.

How to manage existing users well is an important issue facing all companies.

I believe that existing companies must first change their mindset regarding user operations, which is to treat traffic users as customers and individuals first.

Comparing offline user operations with online user operations, the main difficulty in offline user operations lies in the difficulty of acquiring users. This is the reason why people will die of drought or flood. The two situations form a sharp contrast.

Due to the difficulty in acquiring users, the operation and management of offline users have actually always been in a state of refined operation, which is also something worth learning from and considering in the process of online user operations.

Offline user operations and customer relationship management are areas that online operating companies must learn, such as establishing user customer relationship files. I will talk about the details later.

We all know that user operations, from acquiring potential customers, to building trust with users and then to user payment conversion, through in-depth user operations, transition to repeated payment conversion, and then to user churn and user churn recovery, each stage here contains the operator's hard work.

Any negligence at any step may lead to the shortening of the user cycle in advance, which in turn may lead to premature loss of users. This time, I will take the education industry as an example to provide a set of feasible enrollment and conversion solutions.

01. Conversion of potential customer traffic pool

I divide the conversion of potential user traffic pool into the following four steps:

Step 1 - Convert to private domain traffic that can be contacted at any time (direction conversion)

First of all - I insist that only one-to-one communication is the best way to convert, but in the face of a huge pool of potential customer traffic (QQ groups, WeChat communities, video accounts, WeChat public accounts and other potential users), the first step in conversion is to add friends to personal WeChat accounts.

Step 2 - Convert to private domain traffic that can be contacted at any time

In the process of converting friends to personal accounts, there will inevitably be certain resistance. For example, how to convert friends to personal private accounts. This process has certain difficulties, and it is impossible to convert all friends to corporate personal WeChat accounts.

Some people really just like to lurk in WeChat. Such customers generally find it troublesome, so corresponding baits need to be designed during the conversion process.

We are all human beings, including users. We all have the nature of seeking benefits and avoiding harm. We can use this instinct to create attractions and convert them into personal accounts. For example, by adding personal friends, we can receive materials and information. This is also a very common way of induction, but when you do it, you will find that the effect is not that obvious.

Because this method has been used too much and everyone has become immune to it, in this situation, the only way to increase the temptation of the bait is to have a better chance, such as receiving a physical paper version of the course test paper, or some other learning gift. It’s better to have something precious and commemorative. Of course, at this stage we must still use cost minimization as our guiding principle.

Within a certain affordable range, further guidance and establishment can also be provided. For example, I will share a series of free courses in my circle of friends later on, so that everyone can receive the news in time. The latest welfare policies will also be shared on WeChat Moments. Under this guidance, many parents are actually willing to add personal accounts.

Step 3 - Acceptance by potential users.

User acceptance: After the user is added, corresponding acceptance is carried out - after the user is added, there are two aspects of simple acceptance at this time, one is the acceptance on the personal account, and the other is the acceptance on WeChat Moments; for example, one-to-one communication is carried out through the personal account, and the user profile is initially established.

Of course, the establishment of this file. I am currently using Wenjuxing, which requires parents of new students to fill in the basic information of the student, such as what school the child attends, the child's personality traits, the child's current learning situation in the class, and whether the child has any academic bias (this is very important). This question facilitates the subsequent transformation of subject directions, such as whether to sign up for physics, English, Chinese, or mathematics, etc.) What kind of guidance they would like to receive more, and what is the parents' emergency contact number. Of course, after the later transformation to the teacher stage, it is still necessary to carry out the student maintenance file. I will talk about this below. Note that the goal of this stage is to convert users into current students.

Due to different starting points, the focus of our research is also different.

One is the operation and creation of the circle of friends. This involves the issue of how to operate and build the circle of friends, and also involves the issue of what content should be posted in the circle of friends and at what stage.

Take the junior high school teaching department as an example. Junior high school has entered the examination stage. What do students at this stage care about most? At this stage, the main points of conflict and demands between children and their parents are the question. Parent-child relationships, family education methods, extracurricular reading, time management, test-taking skills, etc. These are all essential contents in the circle of friends.

The core demand points of the first grade of junior high school: the starting stage of junior high school, entering the examination area, winning at the starting line is indispensable, and entering junior high school in advance is essential to leave a good impression on the teacher. The establishment of children's sense of accomplishment basically starts from this stage. Getting a good start and a sense of accomplishment are essential to a child's life.

The core demand points of the second year of junior high school: During the transition stage, the difficulty begins to increase, and it is essential to maintain stable grades. During this stage, grades tend to diverge. Pay attention to maintaining students' interest in learning and actively encourage them to overcome difficulties. Actively convey the importance of learning and the necessity of getting into a good high school. At this stage, students' sense of autonomy begins to awaken, and attention should be paid to the handling of parent-child conflicts.

The core demands of the third year of junior high school: start the formal sprint, conduct a comprehensive review to fill in the gaps, and sprint for full marks. The students have already acquired a certain learning foundation, the differentiation is already very obvious, and the grades are well maintained, sprinting for full marks. Students who are far behind should pay attention to catching up, because nothing can be known until the last moment.

During this stage, parents' general concern will increase dramatically, and they are generally divided into two extremes. Maintaining stability becomes very important. Parents of children with relatively stable academic performance will not have major problems; but parents of children who are lagging behind will become very anxious. Parents will try every possible way to help their children improve. At this stage, parents will have a strong desire to provide one-on-one tutoring. If parents try all kinds of methods to help their children, it may sometimes backfire.

Therefore, the operation of the circle of friends can be classified and refined based on grade level. I won’t go into details about what content is posted every day, but it can be roughly divided into several categories. One category focuses on solving problems encountered in the process, one category focuses on sharing teachers’ daily dedication and efforts, one category focuses on sharing the improvements made by students, and one category focuses on sharing the benefits of daily activities.

For customers who actively consult through WeChat Moments, if you do not have the energy to communicate or gain in-depth understanding in the early stages, return to the first stage above, fill out the form first, and then communicate in depth through voice or video.

Step 4 - Complete the user's enrollment conversion.

Transition to the class taught by the corresponding teacher. A complete enrollment operation plan is completed. At present, the methods adopted by many companies are still superficial. We must start from the fundamental purpose. As for what methods and approaches are used to carry out the transformation, this is not important. The key is to convert and pay.

The Internet industry is actually a labor-intensive industry, and the reason why such a labor-intensive industry requires a large number of employees is determined by the number of customers. Many times, faced with such a huge number of customers, it takes a lot to enter the stage of refined operations. Therefore, companies often face the situation of no one available, no talent available, and too few suitable talents, which inevitably makes it difficult to advance refined operations.

This kind of work can be completely carried out by an independent marketing department. The operation of content copywriting, the operation of event planning, the graphic design contained therein, and the production of videos all require the support of talents. It's not easy.

02. Acceptance and refined operation after conversion of customer traffic pool

After customers enter the teacher's user pool, they need to be accepted by the teacher himself. Whether users will be lost during this transition period depends largely on two aspects: one is the quality of the converted users, and the other is the acceptance degree of the teacher.

At present, in terms of the acceptance of converted users, when teachers receive the information after entering the class, they will communicate further with the parents to understand the students' situation, and use "A Letter to Parents" as the content support. The content design of this letter can be undertaken independently by the teacher. The content of the letter can include his or her own gratitude and trust, the school's teaching level and strength, the design and arrangement of teaching and research, and how to ensure that students can achieve a good improvement under such circumstances. The purpose is to make parents feel at ease about the school itself and the teachers themselves.

Of course, the content is best designed by a professional copywriting team. Since I am a professional in this area, I have designed all of it myself. Facts have proved that parents think that the teacher is indeed more professional and more attentive, which can not only improve the reputation of the school, but also increase the recognition of the teacher himself. If you want to learn more about consulting and design, you can chat with me privately. I will try my best to help you with suggestions in my spare time.

Full of sincerity, heaven and earth can bear witness to it. Friends who understand this article and its value should be the first to like, collect and share it with friends in need. A little help can be of infinite value. I'd like to thank you in advance.

We went on to say that after entering the teaching stage, how teachers operate becomes particularly important. During the teaching stage, teachers should always pay attention to students' learning quality, lecture effects, and the relationship between parents and their children at this stage. They should also pay attention to students' learning status to the best of their ability, and promptly solve problems and academic challenges faced by students and parents.

I have also written about this in previous articles. Of course, due to various reasons, I deleted the corresponding content, so you can’t see it now. That article is also very core. If you are interested, please message me privately.

As for the management of students, I have divided the completion of this work to a very high standard into one center, two basic points, three measures, and four managements.

One center: Focus on promoting students to master knowledge and improve their academic performance.

Two basic points: to do a good job in teaching students and to solve parents' questions in a timely manner by all means;

Three measures: regular high-frequency feedback, video and voice communication, and targeted check-in to provide test materials;

Four managements:

• Manage the feeling of children and parents being "exclusively cared for" while studying with you
• Manage the intimacy of your relationship with your parents.
• Manage the expectations of parents and their children to learn here.
• Manage their good hopes for future learning.

Basically, under the guidance of a set of core operational plan ideas, any teacher can greatly improve operational results. Even new teachers can achieve results that surpass those of experienced teachers. This is a method that I have personally tested and found to be effective. Under the guidance of this method, I surpassed all the senior teachers within one year, even those who had been working for four or five years. Therefore, it is worthy of reference and popularization.

Managing teachers has been one of the difficult problems in the education and training sector since ancient times. Therefore, having a steady stream of high-quality new teachers is also a very tricky issue. It is also one of the issues that managers of educational institutions are most concerned about.

Author: Fan Yiwen

Source: Fan Yiwen