In 2020, affected by the COVID-19 pandemic, the offline channels for receiving information have narrowed, and people's behavior of obtaining information and generating consumption through online channels has become increasingly common, which has accelerated the online transformation of education companies.

In 2021, competition in the online education industry has become increasingly competitive. Due to the various marketing forms in the education industry, the Ministry of Education has strengthened its efforts to regulate the extracurricular training industry. At the same time, it has also introduced relevant adjustment policies for in-school education, striving to use a "combination of dredging and blocking" approach to reduce the burden on the education industry, curb marketing chaos in the education industry, and create a market environment for orderly and healthy development.

The "advertising restriction" policy has put the online education industry's advertising on the "brakes", but it cannot solve the user traffic problem of educational institutions. As society pays more and more attention to education, the online education industry market is further expanding and the pace of online transformation of educational institutions is accelerating.

The education industry is facing fierce market competition. Given the general trend of difficulty and high cost in acquiring customers, if educational institutions do not adopt large-scale advertising methods, where can they find new traffic pools to achieve a turnaround in the fierce market competition, turn crises into opportunities, and increase marketing performance?

1. OMO model + private domain operation

Under the influence of strong supervision and the epidemic, the uncertainty of offline education institutions' teaching venues has increased, which has further promoted the pace of education institutions' online transformation and accelerated the digitalization of marketing by education institutions; however, pure online education platforms are highly competitive, have weak brand influence, and poor word-of-mouth marketing, making it difficult for them to become the first choice of parents and students.

Therefore, more and more educational institutions have begun to adopt the "OMO model + private domain operation" method to achieve low-cost and efficient customer acquisition, reduce student churn rate, and improve the efficiency of user conversion, repurchase and referral.

In the process of transformation and upgrading, most educational companies will choose to build their own online education platforms. For example, they use Maker Artisans to build official accounts, mini-programs, APPs, PC online schools, etc., while connecting with the B-end and the C-end, connecting lecturers and experts to produce knowledge content, and connecting with C-end students to pay for knowledge content.

Building a knowledge monetization platform is the first step for educational institutions to transform themselves online. Relying on enterprise WeChat and enterprise WeChat tools to build a private traffic pool, acquire customer traffic at ultra-low cost, and implement refined operations on users to achieve user payment and referrals is a key link for educational institutions to complete the digital transformation of sales and marketing.

By creating one's own online education platform, building a private user traffic pool, combining refined operations to make users stick to the brand, and using word-of-mouth to achieve continuous customer acquisition , this may be the best model to save the marketing growth of educational institutions in the future.

2. Efficient user operation and convenient management of private domain tools

We mentioned above that we can use enterprise WeChat and enterprise micro tools to build a private traffic pool for educational institutions. Why is it not enough to have a platform, and we also need a special "reservoir"?

The reason is simple. Although the users on the platform are all accurate users, it is impossible to carry out unified and personalized operational management of users. This not only makes it impossible to carry out more accurate marketing and promotion activities, but also easily causes user loss. Unified management of users through enterprise WeChat and enterprise micro-tools can effectively avoid user loss, and private domain traffic operation tools can be used to achieve user stratification, carry out operations and promotions according to the needs of different groups, achieve precise marketing, and manage users efficiently and conveniently.

1. Planning of traffic acquisition and diversion activities

The WeChat Enterprise ecosystem is a natural tool for building a private traffic pool . WeChat Enterprise is interconnected with WeChat and supports third-party technology service providers to conduct in-depth development of functions, providing many guarantees for building a safe and stable private traffic system.

Teachers in educational training institutions can use the live code function of WeChat for Business to attract traffic, or they can access WeChat for Business tools to operate private domain users. Take the Tengjiang Enterprise WeChat SCRM tool for example. It has functions such as employee active codes, group active codes, and personalized welcome messages. It can help education companies divert users that have settled in the WeChat ecosystem, such as official accounts, mini-programs, and Moments, to corporate WeChat for unified management and avoid user loss.

Institutional teachers plan some appropriate traffic-generating activities to improve traffic-generating efficiency, such as low-priced course traffic, free information package traffic, expert live broadcast traffic, etc. , set up attractive traffic hooks, add employee live codes to the traffic posters, and add employees to get them. In this way, accurate users can be quickly gathered into the private domain traffic pool for operation and management, thereby improving conversion efficiency.

2. Refined community operations to cultivate user stickiness

Active private communities are valuable to educational institutions, and the activity of communities depends on teachers' meticulous operation of different communities. What should we do specifically?

We can roughly classify education and training enterprise communities into two categories: one is the unpaid conversion community, and the other is the paid value community . Simply put, it refers to users who have purchased full-priced courses and users who have not purchased courses or have purchased low-priced courses.

For valuable users who have paid, the focus of community operations should be on improving user value. Generally, the cycle of online courses is 1 to 3 months, so teachers need to make users trust you within this period of time, be willing to pay for upgraded courses, and be willing to refer the brand to other targeted users.

During the course, operators can combine the group messaging, keyword reply and other functions in the enterprise WeChat tool to conduct user operations, remind users to participate in the course in time, help students summarize and answer key points of the course, sort out common questions, conduct course tests, conduct fun Q&A, topic interactions, etc., to enhance user stickiness and improve user trust.

For users who have not yet paid and are waiting to be converted, the operator needs to play the role of KOC in the group, chat more with group members, share more benefits in the group, carry out community activities, interact on topics, regularly output knowledge, etc., to make the community truly active. You can also share some successful experiences of previous courses in the community to improve user conversion efficiency.

At the same time, for users who have not been converted, during the operation process, it is necessary to combine tools such as user tags and user portraits to do a good job of user segmentation, track user dynamics in real time, formulate targeted user operation strategies, provide users with the products and services they really need, and let users feel the warmth from the brand, which will make it easier to achieve conversion.

3. Large-scale fission customer acquisition and efficient acquisition of user traffic

Poster fission is a common fission method. Education and training companies can use corporate WeChat to take over user traffic, and use Taskbao and group fission tools to set up fission customer acquisition activities with proper bait and smooth paths, making user growth easier.

The fission customer acquisition model of old customers bringing in new customers is one of the most common fission methods for education and training companies. Educational institutions need to perform refined operations in the user operation link, provide users with a good experience, and establish a good reputation for the brand. Only in this way will old users be willing to be the brand's "spokesperson" and promote and share fission activities.

Combined with word-of-mouth influence and attractive bait, old users are willing to attract more potential new users to the private traffic pool. This model can not only improve the loyalty of old users to the brand, but also enable new users to have a basic sense of trust in both the platform and the product, thereby realizing user conversion faster.

In the era of stock operation, if educational enterprises want to gain a head start in the fierce market competition, they must not only build a good online education platform, but also operate private domain users well. In the private domain operations of the education industry, customer acquisition is not the focus; creating a closed-loop profit system of retention, repeat purchases, and referrals is the highlight.

The "Enterprise WeChat + SCRM tool" operating model has strong social attributes and can use private domain traffic to form a network traffic acquisition layout, making customer acquisition, conversion, and fission easier for education companies and making private domain operation management more efficient.