How does online education build a private traffic system?

Traffic costs are becoming more and more expensive, and it is becoming increasingly difficult to achieve growth. In 2021, as large companies and unicorn institutions are raising funds, the competition in online education will become increasingly fierce, and it will be more difficult to obtain traffic. Refined traffic operations will inevitably become the focus of operations. The private domain traffic that has been popular in the past two years will become increasingly important.

However, the author found that many online education institutions do not engage in private domain traffic operations, especially refined private domain traffic operations. I have seen many organizations disband quickly or become idle as advertising groups after the end of the experience training camp. I always feel sad because this is a waste of expensive traffic. What's worse, some people bombard their own private traffic users indiscriminately, fail to provide good service, and only keep sending course advertisements, causing the acquired traffic users to delete them one after another. Traffic is so expensive. Since the traffic has already reached us, why can't we make good use of this wave of traffic to build retention? Many organizations would say that private domain traffic has poor effects and wastes manpower. Then I would like to ask, is simply acquiring traffic in one go much cheaper than building private domain traffic?

Of course, I have also seen the excellence of many online education institutions in private domain traffic, so I will take advantage of my free time to sort out their advantages for our use in building private domain traffic.

1. Definition of Private Domain Traffic

If you want to do a good job with private domain traffic, you must understand what private domain traffic is? Private domain traffic is relative to public domain traffic. Public domain traffic is actually the traffic of Internet giants, while private domain traffic refers to the traffic gathering place we build ourselves after diverting traffic from the public domain traffic pool. We can directly reach users' channels at any time and frequency, such as self-media, user groups, WeChat accounts, etc.

Because private domain traffic is essentially the management of user relationships, and user relationships can be deep or shallow, so private domain traffic can also be deep or shallow, and different people will have different understandings of private domain traffic. Personally, I think there are three levels of private domain traffic:

First of all, the most superficial level of private domain traffic is fans on social accounts or self-media, such as Xiaohongshu, Weibo, Douyin, Toutiao, etc., which require us to continuously output content to maintain and retain them.

Again, the middle level of the private domain process is the fans or users on WeChat accounts, WeChat groups, QQ accounts and QQ groups, who already have a deeper relationship with us. We can reach them directly, and interacting with them is more convenient. We already have a deep relationship with users of APP, mini-programs, WeChat public accounts, etc., and their fans have become our users.

Finally, the deepest level of private domain traffic is users of APP, mini-programs, etc. Fans have become our users, and we can record user behavior better.

2. What is the value of private domain traffic?

To do a good job in private domain traffic, we must understand the value of private domain traffic? Only by understanding the value of private domain traffic can we be more motivated to do a good job in private domain traffic. I personally think that private domain traffic has the following value:

1. Continuous, low-cost and controllable new customer acquisition

Continuous, low-cost and controllable new user acquisition means that we can increase user growth based on private domain traffic and let users of private domain traffic attract new users. We can attract new users by designing user growth activities, such as giving away free information and physical gifts through Mission Bao, group buying of small classes, and distribution activities to continuously attract new users. And because private domain traffic is our own traffic, we can control the cost ourselves. If we want to acquire customers at low cost, we can do data fission like Who’s Who or group buy courses like VIPkid and other low-cost ways to acquire customers. At least it is controllable based on private domain traffic. It is not like the quality of the delivery is difficult to control, nor is the channel cooperation unsustainable.

2. Improve user activity and retention rate

Private domain traffic can increase user activity and retention rates. By operating private domain traffic, we can provide users with more valuable content and interact with users frequently. Then users will stay with us and interact with us. By building communities, we can centrally provide valuable content to maintain users and empower products. When necessary, we can set up check-ins, lotteries, and chain games to increase user activity and retention.

3. Increase the all-important conversion rate

Private domain traffic is very helpful in improving conversion rates. First of all, it provides valuable services. Valuable services are icing on the cake for products, thereby improving conversion rates. Of course, we can also design some conversion actions to improve the conversion rate. For example, we can use nodes and other good opportunities for secondary conversions, bring users who have experienced the course back into the group buying group, and use limited-time discount activities to encourage unconverted users to place orders. And because we usually provide users with high-quality services, with the long-term blessing of high-quality services, it will naturally be of great help to secondary conversions, and improving the conversion rate is naturally not a problem. In addition, users are managed by labeling, and private chats with users on a regular basis and thoughtful guidance are provided to build trust, thereby impressing users and increasing conversion rates.

4. Improve ROI to get more revenue

It is certain that improving ROI will increase revenue, because private domain traffic will inevitably increase conversion rate, and the increase in conversion rate will naturally increase ROI. However, we can also use the operation of private domain traffic to do more things to increase revenue, such as the sale of light courses, the sale of hardware products, or the expansion of subjects.

3. How to generate private domain traffic?

The construction of a private domain traffic pool is of great value to our overall user growth. How to do a good job in private domain traffic is crucial in 2021. How should we do a good job in building private domain traffic?

1. Introduce users to WeChat groups and personal accounts in the WeChat ecosystem, and install apps or mini-programs

At present, the best way to operate users for building private domain traffic for online education is through the WeChat ecosystem, WeChat groups or personal WeChat accounts, and then using mini-programs or apps to form a closed loop of traffic. Therefore, the key is to guide public domain or shallow fans into WeChat groups or personal WeChat accounts. Online education can use the form of free benefits to guide them into WeChat groups or add personal accounts. The benefits can be free materials and lectures or low-priced physical items. Of course, raffles and flash sales are also possible. The main stimulation is through interests.

2. Do a good job in operating WeChat’s circle of friends

The operation of circle of friends is to build brand and create corporate IP, and to embed the brand into people's hearts through long-term actions. Online education can learn from WeChat business and do a good job in operating its own circle of friends. The operation of circle of friends can achieve good retention and conversion effects, which is also very critical. If online education wants to operate the circle of friends well, it must fight a protracted war and do it in a systematic and methodical way.

How to do it specifically? First, arrange your time reasonably and decide what time is the best time to post every day. For example, it is usually better for mothers to post at noon, or after 8 or 10 p.m., because mothers are night owls. Second, what should be posted every day? You can post practical knowledge (parenting knowledge + course knowledge) for young children, you can post short copywriting and short videos to promote courses, you can post inspirational copywriting and sales copywriting, and then combine them with the daily life of the operator. Third, how to send it? It is recommended that the company operate in a unified manner and individuals add personalized content appropriately, which is relatively time-saving and scientific.

3. The experience class community will be handed over to the operation department to enter the private domain traffic operation

The author has seen many educational institutions disband their communities or simply ignore them after the course ends, which is a waste of traffic. Personally, I suggest that the experience class community can be retained and handed over to the private domain traffic department for operation. The private domain traffic department can help growth and conversion through integrated operations. In this regard, GSX and Zuoyebang do a better job, and immediately transfer the data to the private domain traffic department after the trial class.

First of all, at the end of the camp, the class teacher sent a notice like this: Thank you to every parent for your support. This study group will be taken over by the next teacher, who will send everyone some learning benefits and materials. Parents in need can continue to stay in the group~ But the teacher reminds you, for the sake of everyone’s information security, please do not add friends in the group privately; I also remind you again to pay attention to the "Zuoyebang Primary School Tutoring" public account. There will be irregular material updates, and you can also unlock the privilege of 200 new curriculum reform must-read audio books for free, so don’t miss it!

Afterwards, the private domain traffic operation teacher took over and made a notification in the group. The notification was as follows: Hello everyone, it’s nice to meet you. Entrusted by the group owner, I will lead everyone in long-term learning. I will share regularly in the group every day:

A【High-quality Chinese, Mathematics and English materials】

B.【Recommended courses】

C. [Book collection and learning activities recommended]

A lot of learning activities are being prepared, so stay tuned! I wish the children learn well and gain happiness. Then, through systematic operational actions, you can build up your own user growth system.

4. Growth based on private domain traffic

Growth based on private traffic is a great choice. Currently, traffic costs are high, and growth based on one's own private traffic pool is controllable, both in terms of increasing the number of people and the cost of growth. Therefore, many educational institutions are currently using private traffic to achieve refined growth.

There are many things that can be done to achieve growth based on private domain traffic. The first is to use private domain traffic to do Taskbao fission, giving away materials and courses for free, and giving away physical objects if you spend money; secondly, use private domain traffic to do courses or physical group buying similar to Zebra, Vipkid and Wandou Thinking; secondly, use private domain traffic to do course unlocking activities such as the 1 yuan unlocking of Little Chicken; finally, use private domain traffic to recruit users for course distribution. Currently, distribution will be hot in 2021. Of course, you can also use private domain traffic for referral activities.

5. Providing services based on private domain traffic

Providing services based on private domain traffic can improve user activity and retention rate, thereby adding icing on the cake for one's own products and greatly helping to improve conversion rate. In my previous job, I used the parenting and course knowledge I had collected to operate public welfare courses. I persisted every day, and many users were impressed by me and recognized our products. Finally, they paid for the courses. Therefore, using private domain traffic to provide services can help us win in the competition.

So how do we provide services based on private domain traffic? After my own practical experience and observation of various private domain operations, I have extracted the following points:

(1) Parenting knowledge: Parenting knowledge is very necessary for many parents. After all, raising children is something that no one has practical experience in, and there will be many problems in raising children. Therefore, parenting knowledge is very necessary for parents of children at every stage.

(2) Curriculum knowledge: Curriculum knowledge can be said to be the material of the parent tutoring course. It can be consolidated through curriculum knowledge outside of class, especially the knowledge points of the subject, learning methods, etc.

(3) Question and answer: Parents will always encounter many problems when raising or tutoring their children, and will always seek help from outside when encountering problems. If our private domain traffic can provide question and answer services and solve parents' problems, the satisfaction of parents will be improved, which will be of great help in both activity and retention.

(4) Lectures by expert teachers: Lectures by expert teachers produce an authoritative effect. Parents generally have more faith in experts or teachers. After all, teachers or experts represent professionalism. For parents, teachers and experts can help them solve many difficult problems. Regularly organizing lectures by experts or teachers is very helpful in improving parent retention. In addition, you can use lectures by experts and teachers to brainwash, assist in conversion, and improve conversion rates.

( 5) Electronic materials: Electronic materials are generally free, and parents often want free content. Parents can get electronic materials for free, print or download them for their children to study. Naturally, electronic materials are very helpful for retention. Online education institutions can collect and organize some electronic materials and regularly send them to the group for everyone to download and study.

( 6) Other content: news information, education trends, life encyclopedia, safety reminders, etc.

6. Make conversions based on private domain traffic

Conversions based on private domain traffic can directly increase the conversion rate and optimize ROI. Optimization based on private domain traffic mainly focuses on secondary conversion of non-purchasing users. An experience camp is often very short, and many parents find it difficult to make a choice in a short period of time. Parents often compare prices from three schools and make a choice after they have completed their inspections. This makes it easy to miss the experience camp time, so online education institutions can continue to convert students after the experience camp is over.

In addition to tagging and chatting privately regularly, there are other conversion actions for secondary conversion. One is to let users experience the course again; the other is to directly use group purchase discounts to directly attract group conversions. Specifically: at important nodes, directly notify non-paying parents that we have preferential activities, and they can get discounts by participating in group purchases. Then pull users into the group purchase group, and use the combination marketing strategy of flash group + limited-time group purchase discounts to quickly convert. Of course, you can also do this: release new courses at important nodes, especially holiday-themed courses, invite unpaid users to experience the courses again, and then use the combined marketing strategy of flash groups + limited-time group purchase discounts to quickly convert. In addition to the above two strategies, you can also use brainwashing lectures by famous teachers + flash groups + limited-time discount strategies to convert non-paying users again.

4. What should we pay attention to when doing private domain traffic?

1. Does private domain traffic operation require an independent department to carry out?

Personally, I suggest that private domain traffic operations can be included in the user growth department. The purpose of private domain traffic itself is to achieve better growth, so the private domain traffic operations do not need to be connected to too many departments. Large companies can consider independent departments to carry out the work, which will help them better study private domain traffic operations.

2. Preparation before private domain traffic

Preparation of personnel, tools and systems are all critical and none of them can be missing. Systematic private domain traffic operations require very detailed plans and programs to do better.

3. Things about the carrier tools in private domain traffic operations

For private domain traffic operation, the best carrier tool is definitely WeChat or corporate WeChat, so the WeChat account is crucial. There are two ways to obtain WeChat accounts. One is to purchase WeChat accounts in bulk, and the other is for the company to apply for mobile phone numbers in bulk and have its own operators maintain them for a long time. No matter which method is used, please pay attention to the issue of account blocking.

As for choosing WeChat account or corporate WeChat, it depends on your business needs. If you have more services, corporate WeChat is recommended. If you have more marketing, WeChat account is recommended. Of course, combining the two is a very good choice.

V. Conclusion

The operation of private domain traffic is the path to refined operation of online education, and it is also a way to acquire customers at low cost. More and more companies will invest in private domain traffic, using it to perform task treasure fission, content group buying unlocking growth, mother distribution and secondary conversion, etc., and reuse the acquired traffic multiple times to squeeze out the value of every corporate user, thereby obtaining considerable profits. I believe that 2021 will be a hot year, and I hope everyone can find their own way to operate private domain traffic in the fierce competition.

Author: Terracotta Warriors Still Waiting for You

Source: Terracotta Horses Still Waiting for You