13 common solutions for attracting new customers in educational institutions

I often mention that the education industry is one of the industries that does the best in WeChat social fission. Almost all WeChat's methods of attracting new customers and acquiring customers first emerged in the education industry and then slowly extended to other industries. In addition, many industries themselves can also attract customers through knowledge marketing. Therefore, you can almost get inspiration from in-depth research on customer acquisition methods in the education and training industry.

I just happened to be sharing about enrollment on Weishi recently, so I sorted out 13 common new customer acquisition and fission schemes for educational institutions . I guess there must be some methods that you can use:

Type 1: Low-price lead-in courses to attract new customers

This is a very common traffic-generating solution. Many educational institutions on the market will set up a front-end traffic-generating course, usually with extremely low prices. For example, Changtou Academy’s 9-yuan training camp (now changed to 0 yuan), Zuoyebang’s 9-yuan special training camp, EF’s 0-yuan trial class... and so on. There are a lot of cases that can be found.

Users attracted by 0 yuan generally have problems with class attendance rate. Setting the fee to 1 yuan will be slightly higher. Generally speaking, 0 yuan or 1 yuan can easily attract a large number of users, but the attendance rate will become a problem.

If the price is set at 9 yuan or 19.9 yuan, the attendance rate will be much higher than that at 1 yuan. Therefore, we found that prices above 10 yuan can attract users with stronger willingness.

Type 2: Information/physical objects/books to attract new customers

This gameplay is often used in the new fission gameplay of Task Paula. For example, through attractive materials such as academic notes, wrong question books, test papers, etc., users are attracted to forward, share and receive them, thereby bringing in a large number of new users.

This type of gameplay is generally very attractive to users because the content is scarce and there are physical materials.

In addition, by using best-selling books or stationery, you can also attract parents who want to save money to spread the word.

Type 3: Live class fission and new user acquisition

This is also very common, which is to invite top scorers in the college entrance examination or well-known teachers to give online live lectures and answer questions, so as to attract users to forward and share to obtain the qualification to attend the lectures.

Generally speaking, if this approach is to be successful, it is necessary to target either hot topics or pain points in course selection in order to attract users.

Type 4: Super Value Box Courses to attract new customers

For a while, every time I opened TikTok, I would be pushed Zebra English’s great value gift packages. For 49 yuan, not only did they give you a great trial class, but they also gave you a bunch of physical products, which made users feel that it was great value for money, so the conversion rate was pretty good.

The key to this gameplay is whether you can design interesting, novel and fun teaching materials and teaching aids to attract users.

Type 5: Group buying with old members

Ever since Pinduoduo became popular, new ways of attracting new users through group buying have emerged in an endless stream, and educational institutions naturally have to follow suit.

This way of playing is to use group activities to promote the success rate of old children bringing in new ones. A group can be composed of 2, 3, or 5 people. Different rewards and preferential levels for group registration can be set according to the number of people in the group. Parents can decide for themselves how many people to sign up for a group, and at the same time guide parents to take the initiative to bring in new children.

There is another way to play now, which is to change the distribution into group buying and fission, so as to make it easier for users to share.

Type 6: Short video content attracts new users

When you browse TikTok, you will definitely see various teaching contents. Short videos are very popular, and the content they deliver is richer, allowing users to better understand the organization. Therefore, using short video content to attract traffic is now a common method used by educational training institutions.

For example, we have shared on the Planet how a preschool training teacher attracted users by teaching them pinyin. I saw a very good case on Douyin. It was a company that runs a visual training institution in Shenzhen. They attracted users' attention by posting clips of the instructor's offline lectures. This account is called Zhong Sir's Selected Classroom, and it now has 1.46 million followers. They have also created a number of matrix accounts, such as Zhong Sir is Here (2.22 million followers) and Women's Dressing Guide (1.959 million followers).

In addition, there are many companies in the non-education and training fields that acquire customers by imparting industry knowledge. A classic case is the "Designer A Shuang" created by Shangpin Home Furnishing, which attracted 23.1 million users by sharing industry knowledge related to design and decoration.

Type 7: Voting and new customer acquisition through contests

Human beings are a group that loves to compete. Once the word "competition" is added to anything, it is easy to trigger everyone to compete frantically for the first place.

Therefore, many education operators have designed various competitions to attract users and parents to participate in the competition. In order to win first place, many people desperately forwarded, shared and canvassed for votes, which also brought many new users to the organizers.

For example, the once popular "Cute Baby Contest" attracted 360,000 new users for 360 children's watches. NiuShang.com, where I used to work, has a group company called Danren Information, which holds a Top Ten NiuShang competition every year. This competition has attracted many entrepreneurs to compete with various tricks in order to win a place. Usually, every year's competition can add hundreds of thousands of new fans to the company.

Type 8: Pushing new customers

This is a very traditional method, which was often used by educational institutions such as EF in the past. It is to set up offline outlets, deploy a large number of sales staff, and distribute flyers to attract customers to experience courses. Don’t say it, although this method is old-fashioned, if done well, it can still be effective.

We have discovered that a method of field promotion that involves sending group messages to 200 people is quite effective. We have improved this method of field promotion from attracting customers to giving gifts to customers, and the effect has improved a lot.

Type 9: Distribution fission to attract new customers

Distribution is a very old method, but the previous distribution model made it difficult to drive a large number of users to share and forward. It was not until 2018 that Jianfeng changed the distribution settlement from delayed settlement to instant settlement, which triggered NetEase's Xijing Class to sweep the entire Internet circle.

Since then, the distribution fission method has become a common fission solution for educational training institutions. This method is indeed very effective (our partner cat has also recently launched the distribution fission function. Compared with the common distribution fission methods on the market, we have also added the ranking fission method on the basis of distribution fission. However, there are some limitations in the application scenarios. It is only suitable for fission of low-priced products, and it is difficult to fission high-priced products.

Type 10: Cross-industry cooperation to attract new customers

Educational institutions collaborate with businesses around the institutions to form value-for-money gift packages for cross-industry cooperation. Parents can get other benefits when they enroll their children in classes, such as beauty salons around the institutions (parents can go to the beauty salon for treatments after sending their children to class), nearby shopping malls, cosmetics coupons, etc. This is also a good solution.

There are many marketing planning companies now, which work through merchant alliance gift packages, where merchants provide products and the marketing planning companies do the sales. All sales proceeds belong to the marketing planning companies, and merchants only need customers to come to their door. This type of gameplay is gradually being developed in many cities and is also a good option.

Type 11: Sharing and attracting new customers in the points mall

Points are the most commonly used method of maintaining customers in shopping malls, and the same applies to educational training institutions. Points can also be used to attract traffic. For example, a dance organization holds an event and sets up sharing points rewards for this event. Users can get certain points rewards by sharing. The points earned can be exchanged for corresponding gifts in the points mall, so that users can actively share and forward. In addition to points for sharing, you can also set up points for attending classes, doing homework, etc., to promote user activity in this way.

At present, a more effective accumulation and fission solution is to set group points directly within the group. Every action of the user can get instant feedback within the group, which can not only greatly promote user activity, but also achieve the effect of attracting new users and fission.

Type 12: Play Karaxin

By allowing users to participate in check-in activities and show off their check-in achievements, new users can be acquired. For example, organizations such as English Fluency, Mint Reading, and Rocket Words have previously acquired a large number of users in this way.

This type of gameplay was very popular in 2018 and 2019, but was later stopped due to the WeChat ban. However, it is still possible to play on a small scale.

Type 13: Tools to attract new customers

This is an advanced way to attract new customers. By providing users with free high-frequency tools, such as photo search and question banks, users can add an entrance to the course.

For example, Zuoyebang entered the K12 field by taking photos to search for questions, established a big data question bank of 180 million questions, and then launched the "Zuoyebang Live Class". We have also added a live class entrance tab and a low-priced class marketing entrance to the Zuoyebang tool, hoping to divert traffic to the live classes through Zuoyebang, which has hundreds of millions of users.

In fact, we often use various tools to attract new customers on the front end. For example, the promotion material library applet we launched at the beginning of last year can facilitate team sharing of materials. For example, after uploading the copy template, everyone can download, copy, paste and publish it with one click. Moreover, the copy copied from our applet to the Moments is not easily folded by the Moments. While downloading, you can also replace the QR code of the poster image with your own exclusive QR code with one click.

Well, the above 13 plans are the most common ways I see in educational institutions to attract new customers. Have you seen any different ones? You are welcome to tell me in the comments section.

Author: Private Domain Growth Circle

Source: Private Domain Growth Circle