3 million transactions in 14 days, practical tutorial for community course selling project!
| The topic I want to share with you today is: Detailed operational tutorials on how to sell 3 million courses in the community in two weeks. First, let me explain to you the background and data of this case. He is selling a financial management course. One course lasts a total of 14 days, or two weeks. A total of 70 financial management communities with about 250 members have been established because the course is a financial management course. Second, through the community operation in the past two weeks, a lot of content output within the group and trial courses were done. All of them have been highly recognized by users. Finally, for a high-order course with a transaction price of 1,800 yuan, the average community conversion rate can reach 10%. Third, with a conversion rate of 10%, how much money did these people make in the end? It took 14 days to sell courses and the turnover was around 3 million. So how do you do it specifically? How to sell courses through social networks? The most important thing is where the traffic comes from. We usually create course communities, communities that sell courses, or what we call: knowledge payment communities. There are generally several mainstream channels. First: Public account matrix. There are many subscription accounts, service accounts, and so on. Second: short video or short video matrix, Douyin. In other words, the video accounts that are popular now, especially the video accounts, are very important and everyone must pay attention to them. Because the video account itself has a natural gene. It can directly import traffic into your public account matrix. Third: mutual promotion of public accounts or the placement of public accounts. For example, if I teach English courses and you teach music courses, our target audience is primary school students. At this time, we can actually promote each other. If you sign up for my English course, I will give you a music course for free. If you sign up for your music course, I will give you my English course for free. You can also increase traffic by promoting each other through posting on official accounts. In fact, the so-called growth in knowledge payment traffic refers to the group of people who come to buy your lead-generating courses. The price of drainage courses is generally 9.9 yuan, and everyone knows this. Of course, you can also do some public account placement. However, generally speaking, from a practical perspective, I do not recommend that you choose to publish on the official account. Because there is a pit here. During my actual practice, I found that some public accounts had no effect. We had carefully read other people’s tweets before, and each one had at least tens of thousands of views, and some had over 100,000 views. Even the worst had at least a few thousand views. Why is there no effect at all after our previous efforts? Because many public accounts contain fake data, everyone should be careful. Therefore, there are too many pitfalls in the public account advertising, so I don’t recommend that you choose this path. It is better for everyone to promote the public account to each other than to advertise. Of course, if you are not investing in a public account, I think it is still worth considering. For example, you can put an information flow on Toutiao. You can place Tencent ads on WeChat Moments. These paths and channels can all be tried. Fourth: self-media traffic. Write some articles on Toutiao and Zhihu, and use some content to attract traffic for us. However, when it comes to attracting traffic through content, Dongguan Feng Chao would like to emphasize again that there are some points that need to be paid attention to in the actual operation process. Generally, attracting traffic through content is not our fastest method. What does it mean? For example, today. I am preparing to set up a training camp for a certain course and I am ready to sell the courses. I don’t have any traffic now, so can I write articles on Zhihu or Toutiao to attract traffic? Sure, but it's slow. Because of self-media, because the content channels do not grow that quickly, unless you took advantage of their dividends that year. Case Practice Next, let’s take a look at how this case is specifically implemented. In this case, in order to attract traffic, people came to listen to the trial course. The traffic is actually directed from the video account. How it works: 01Shoot some practical videos on financial management in the video account. Because I want to sell financial management courses. Set bait in the video to attract users to enter the WeChat public account and add WeChat. Then he added me on WeChat. There will be an automatic reply script to interact with him, and eventually draw him into our trial class. Please pay attention to the details during actual operation. Some people say, I don’t sell financial management courses, I sell courses, but how do I shoot this video account? In fact, everyone can think about the shooting method of the video account in this way: I don’t create content for the sake of content. Am I creating content for traffic? What is content creation for the sake of content creation? I want original content myself, and then I'll quibble with words here. How should I say this sentence? How should this copy be written? There is no need for us to create content just for the sake of traffic. In fact, you can go to Tik Tok or other short video platforms. Go find the competitor’s account. After finding a competitor’s account, you can see how its content is shot. You can just use a similar script, tweak his lines and script a little bit, modify it and shoot it yourself. If you make some changes to the script, the short video platform may think that you are plagiarizing. What should you do then? Did you notice it? Generally, there is background music in the video. The background music is usually lower than the human voice. It is softer, with slower piano music and light music. At this time, remember that if the short video on your competitor's platform is a set of videos that you think has a good script, you can copy it and we can modify it and use it. If he uses background music and you change your own background music, the platform generally cannot detect it. This is not called plagiarism. It doesn't mean you are copying other people's videos, right? Our content is for traffic generation. It's not about content for the sake of content. For example, some content creation teams, such as some MCNs, some high-quality accounts, or the traditional media and TV stations in the past, they really focus on content for the sake of content. We don't need that. We are selling courses. 02 Operation details After the user adds your WeChat, he needs to interact with you. If a user adds you on WeChat and you don’t say a word, this is the time. You will find that in the actual practice, the user churn rate is often very high. What's the meaning? That is to say, this user added you on WeChat through the WeChat official account, but you didn’t say a word to him on WeChat. Then if you want to get him to join your lead-in class or a trial class later, it will be impossible because people may have deleted you or have forgotten who you are. So when users add you, they interact with you first. This is usually done through a tool called Gulu Butler. Through Guru Butler, an automatic script is sent, which is equivalent to a welcome message. Then at the same time tell him that we have a zero-dollar course. Let's recommend the trial class and the lead-in class to him. As soon as he adds you, you can throw a welcome speech to him. Then look at the welcome message in our case. 3 million transactions in 14 days, practical tutorial for community course selling project! Qianqian is their so-called class teacher. Then reply to receive a big gift package, a secret financial management guide related to stock trading. You can easily become a money-making expert in ten minutes every day. Start learning for free immediately. What can you learn for free? I am just preparing to pull you into the group for the lead generation course. This is what we call the trial class group. In the trial class group, a transaction volume of 3 million was completed in just two weeks. Financial knowledge paid group and dual-group learning group. Because we output a lot of content every day, and a large number of chat messages make it very troublesome for users to climb the stairs, so the output dry goods are mainly placed in the "learning group". The learning group also has set up a ban (9 am to 7 pm), "climbing password" and other measures to greatly reduce the difficulty of students "climbing the stairs" and increase user participation rate . There is no ban in the communication group all day, students can communicate freely, and excellent homework will be synchronized to the group in time to stimulate everyone's desire to learn. Although it is a dual group, the "operating cost" has not increased, but the user experience has been improved. 3 million transactions in 14 days, practical tutorial for community course selling project! Although this dual-group mechanism has its operating costs. It seems very high, but actually it does not improve the lectures. Instead, it guarantees the learning experience of this group of people. This is very beneficial for subsequent high-order course transactions. Operation method of financial management community : ① Within 14 days, the group owner shares financial management knowledge and financial management tips in the morning and evening, and shares financial management stories and success cases in the evening, so that everyone trusts that you are a financial expert ② Initiate topics in the communication group: often talk about financial management, financial management success cases around you, life can be talked about occasionally, advertising is strictly prohibited ③ Allow users to exchange financial management knowledge with each other in the communication group Operation details: ① When initiating a topic in the group, for a new group, remember to use at least 3 water armies ② The new group must first initiate a topic chat to break the ice ③ The ice-breaking chat must @ the other party The financial community closing ceremony These 14 days are over, and we have a closing ceremony. What is the purpose of the camp closing ceremony? On the one hand, we are creating the so-called sense of ritual, but on the other hand we are preparing to lay the groundwork. Operation method: ① 4 days before the end of the camp, provide solutions to users’ concerns in the practical information sharing session, and calculate the losses of not managing finances to arouse users’ demand for financial management. ②On the day of the closing ceremony, each class shares their experience, awards prizes to outstanding students, and students share their learning experience, laying the foundation for the conversion on the second day. Operational details: ①When designing courses and sharing, the proportion of marketing content should be increased to guide users' anxiety. ②The closing ceremony should have enough sense of ceremony, especially for outstanding students, who should be given enough honors. And use emotional cards to strengthen the connection of the community . Financial community-transaction link operation method: ①On the last day, only make transaction actions, create a tense and urgent atmosphere in the community through operations such as sharing experiences and posting orders. ②Private chat to improve reach, provide a financial plan, calculate its benefits one by one, and make users feel that "it is really feasible." Operation details: ① When posting orders in the group, more water armies should be deployed ② When chatting privately, the transaction strategy should be adjusted for different students. Ordinary students can copy the copy, but outstanding students should have targeted chats to understand the situation. Basically, this is the process of playing. We can put what we have learned into practice not only by selling courses, but also by applying it to other industries. We can use it flexibly! Learn from others’ strengths and experiences and use them for your own benefit! This is the most valuable thing! |
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