How can educational and training institutions build a closed-loop online private domain marketing ecosystem in 2021?

With the continuous development and progress of society, the scenarios have changed, from traditional offline education institutions to current online education platforms, mobile apps, WeChat applets, communities, public accounts, etc. No matter how the scenarios change, the user-centric business sales model has remained unchanged.

How to manage user operations , build a user growth system, and construct and maintain the user life cycle value is the top priority for all online education platforms.

The epidemic has caused more and more educational institutions to transform online. How should those educational institutions that already have a solid offline foundation build an online marketing ecological closed loop after the transformation?

Let’s take a look together!

01User diversion

The key to attracting users lies in how to achieve conversion from public domain to private domain through high-quality channels, cultivate user loyalty and enhance lifetime value.

Many educational and training institutions will open their own self-media accounts such as Douyin, Toutiao, and Kuaishou, and attract and accumulate fans through these platforms with large traffic.

You can publish some high-quality content related to your platform in the form of short videos or live broadcasts, attract the attention of fans through high-quality content, and then convert fans and guide them into your own private traffic pool, such as letting fans follow your official account or join the community.

Taking the online education platform built by Maker Artisans as an example, educational institutions can guide the fans attracted by public domain traffic to their own online platforms, and then retain fans through live classes, recorded classes, check-in classes, etc. on the online platforms. In this way, they will not be afraid of "losing fans" in the public domain traffic pool with serious homogeneity.

At the same time, in terms of user conversion, it can be guided through the marketing tools of Maker Artisans, such as common coupons, lotteries, limited-time discounts, group buying, support, etc., to embed points on the user behavior line and continuously guide users to browse and trade.

02User Operation

User students are the lifeline of online education platforms. Any online education platform needs a steady stream of new user resources to achieve continuous positive user growth, which is the basis for the platform's continued development and sustained growth in performance.

The first step in user operation is to attract new users and achieve user growth. To do a good job of attracting new users, you first need to understand who the users are, where the users are, and find the precise user group. This way, you can be targeted and communicate accurately.

That is what we often say: whether the user portrait is clear. The more detailed and clear the portrait is, the more accurate the target audience will be.

Accurate user positioning can help us select marketing and promotion channels more accurately, save promotion costs, and improve user traffic efficiency and conversion rate.

From the perspective of the educational institutions that use Maker Artisan to build online education platforms, they use the Maker Artisan's [User Grouping and Targeted Operation] function. By grouping and positioning different users' learning habits, purchasing habits, etc., they can better target users for marketing, which can not only achieve maximum value conversion but also will not make users feel repelled.

03User Retention

User retention is the key to obtaining user lifetime value in online education. In order to retain users, gain their recognition, and form their overall understanding of the platform, online education platforms need to establish a complete user membership system to increase user stickiness, which involves user benefits, membership rights, points, coupons, etc.

Different rights and interests should be set up for new users and old members. For example, new users can be required to bind their mobile phone numbers and receive coupons when logging into the platform. In addition to receiving coupons regularly, old members can also enjoy greater benefits such as renewal discounts, purchase gifts, and doubling of points.

Taking the check-in, membership rights setting, points setting, points mall, coupons and other functions in the Maker Artisan marketing tools as an example, the online education platform can effectively improve the user retention rate and increase the stickiness between users and the platform through a perfect user retention mechanism.

04User fission

The goal pursued by many companies is to establish a user fission growth system through old user resources and achieve growth with existing users.

Online education platforms use old users to drive new users to generate fission, which is conducive to the acquisition and growth of traffic. Of course, all this needs to be based on users' recognition of the platform's products and values.

How do online education platforms achieve user fission?

Taking the online education platform built with the help of Maker Artisans as an example, merchants can launch activities with greater discounts for old users through functions such as bargaining, friend support, and fan-increasing tools, stimulate users' desire to participate, share and forward the activities on a large scale, and achieve fission growth of new users.

The essence of all marketing is based on human nature. More humane marketing methods can stimulate users' desire to buy. Educational and training institutions build a private domain operation system, which can better accumulate users on their own platforms and conduct targeted operations for users through humane marketing methods, thereby improving conversion rates and boosting platform sales.