In 2021, there are three golden growth opportunities in the private sector of education and training

After a year of exploration in 2020, Tencent will further increase its investment in the private domain in 2021. Through private domain operations in the WeChat ecosystem, many well-known brands have achieved a surge in membership. It can be said that in 2021, private domain is the well-deserved core driving force for corporate development.

Through 12,000 shopping guides across the country, Bosideng has accumulated over 12 million customers on WeChat for Business, becoming the first brand in the apparel industry to have over 10 million private domain users.

Baiguoyuan has 25,000 groups covering millions of members, including 1% KOC and KOS (Key Opinion Spreader), and its online GMV accounts for 20%.

Ping An Property & Casualty Insurance Co., Ltd. has a customer addition approval rate of over 80%, has accumulated tens of millions of private insurance customers, and through a combination of private content cultivation and lecture knowledge-based communities, the insurance coverage rate has reached as high as 5.2%.

Since the launch of Nayuki's Tea's mini program, the number of members has increased by 2-3 million per month, and the current number of members exceeds 30 million.

Clothing, fresh food, finance, catering and other industries are all thriving in private domain operations. So, if education and training companies, which naturally have content advantages, want to invest in the private domain in 2021, where should they start?

01 Video Number

Currently, the WeChat ecosystem has four major private domain management tools: official accounts, mini-programs, enterprise WeChat, and video accounts. The video account can be said to be the "newcomer" that is currently being given priority support.

Unlike Douyin, Kuaishou and other apps that have the additional cost of re-downloading the APP, Video Account does not need to be downloaded separately, and is more convenient to use. It also has the support of 1.2 billion monthly active WeChat users and strong social relationships, so there is almost no need to worry about user loss, and it enjoys inherent advantages.

Judging from the data, the daily active users of Video Account exceeded 200 million in half a year after its launch, and is currently approaching 500 million. It is updated frequently and continuously releases traffic entrances. Currently, WeChat has opened up the "Live Broadcast and Nearby" in the WeChat personal business card and "Discover" page to Video Account. Users can also see videos liked by their friends, realizing social fission.

First of all, with the help of recommendation algorithm mechanism and friends’ likes and dissemination mechanism, video accounts can help teachers achieve wider user coverage and efficient traffic generation. For example, there are many English teaching institutions and teachers who use video accounts to direct traffic to their own private domains. Not only can they easily gain tens of thousands of reposts, likes, and comments, greatly increasing their exposure, but they also input precise traffic into their own private domains.

​Traffic diversion is only the first step. After diversion, what education and training companies need to do is retain and convert traffic. The best way is naturally to take advantage of the course content, keep new users in your own class, and convert them into your own students.

Many educational institutions choose to use the educational SaaS service provider Maker Artisan to build online knowledge stores based on official accounts, display teaching videos through video accounts to attract traffic, and settle users in their own knowledge stores for retention, conversion, dissemination, and fission.

Specific practices can be:

1. Add the teaching assistant’s personal WeChat in the video account introduction, guide users to add it, and then guide them to enter the knowledge store;

2. Add the name of the public account in the video account introduction to guide users to follow and enter the knowledge store;

3. Add the public account tweet link to the top and extended link of the video account comment area to guide users to click and jump to the knowledge store;

4. In order to better guide users to forward and like, and let more potential users see it, teachers can start a round of check-in activities, such as "28-day English check-in, develop good habits", update course videos every day, and guide users to check in and interact under the video. After checking in for 28 days, you can get corresponding rewards (points, courses, tutoring materials free shipping to your home, etc.). For the recommendation algorithm of the video account, the more users interact with the video, the more likely it is that the algorithm will judge it as a high-quality video, thereby obtaining more traffic recommendations.

5. After users enter the knowledge store, they can retain and convert users and inspire them to share and spread the knowledge through a variety of courses such as live classes, video classes, audio classes, columns, training camps, etc., combined with marketing tools such as group buying, bargaining, and limited-time purchases.

02Advertising (paid promotion of video accounts)

In addition to obtaining traffic recommendations through video account algorithms and guiding users to share and like to increase exposure, education and training companies can also directly use paid promotion to quickly expand private domain leverage and widen the gap with their peers.

For example, the live broadcast by the president of Luolai Home Textiles, which sold 10 million yuan of goods in 6 hours, not only utilized private domain resources such as official accounts, but also bought Tencent advertisements for precise delivery.

Tencent released the paid promotion function for video accounts at the end of February, which allows users to pay to promote video account content to Moments, greatly increasing exposure. It can also be seen from the commercial product documentation of Video Account that in Q2 2021, WeChat will support the launch of Video Account on the official account platform.

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Of course, paid delivery can only be used as an auxiliary and occasionally. The most important thing for education and training companies is to magnify their own content advantages, increase traffic through word-of-mouth marketing, and reduce delivery costs.

03 WeChat for Business

Enterprise WeChat is also a popular private domain operation tool. Data shows that the number of users connected and served through Enterprise WeChat has reached 400 million, the number of real companies and organizations using Enterprise WeChat exceeds 5.5 million, and the number of active users exceeds 130 million.

After 27 version iterations in 2020, Enterprise WeChat has added 150 new open interfaces. The total number of Enterprise WeChat interfaces has now reached 540, greatly facilitating secondary development by service providers.

By connecting to WeChat through WeChat for Business, education and training companies can better bring corporate customers online and capitalize them; and through functions such as labeling, unified group messaging, inheritance of resigned customers, and customer group management, it is convenient for managers to check the follow-up status of each customer or the work status of each salesperson, thereby improving the company's management efficiency.

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Of course, if education and training companies want to operate private domain traffic more finely through WeChat for Business, they can also use some WeChat for Business tools, such as Maker Artisan [WeChat for Business Tools], which is a private domain traffic operation platform based on WeChat for Business, to build safe and stable private domain traffic.

1. Import traffic: Use the employee/group live code function of the enterprise WeChat tool to import external traffic into enterprise WeChat;

2. Precision push : Combine customer tags and push precise content to different customer groups through group chats/individual chats to build trust;

3. Guide sharing and accelerate conversion: Create tasks in conjunction with the Maker Artisan Knowledge Payment System, distribute tasks to students through corporate WeChat, and allow students to complete tasks by attracting new students, and receive rewards such as course redemption codes and coupons, thereby stimulating students' initiative and achieving fission-like traffic conversion.

In general, private domain operations will inevitably be the core growth point of education and training companies in 2021. At the "2020 Tencent Global Digital Ecosystem Conference", Tencent Senior Vice President Lin Jinghua mentioned the four core capabilities of private domain transformation: digital product capabilities, digital product selection capabilities, operational process capabilities, and corporate organizational capabilities.

It is hoped that education and training companies can seize the three golden opportunities of video accounts, paid promotions, and corporate WeChat, digitize their products, streamline operations, enhance corporate organizational capabilities, actively explore, and create a new service model that best suits themselves, with shorter paths, clearer services, more efficient actions, more detailed processes, and more automatic operations, so as to maximize their content advantages.