How can educational institutions integrate private domain traffic operations into their business?

The concept of private domain traffic emerged in 2019. More than two years have passed, and the concept of private domain traffic has become more and more popular. There is no doubt that it has been pulled to an unparalleled height. All walks of life are trying to create: private target population traffic that can be reached at any time, freely controlled, repeatedly used, and free.

For education and training companies, building their own private traffic pool based on the WeChat social circle is an important way to better precipitate and convert traffic in this era of "traffic is king", and then use distribution, fission and other growth ideas to build a high-quality fan community.

So, how should educational and training institutions truly integrate private domain into their business?

01

If you want to split private domain traffic, you must cooperate with the diversion of public domain traffic.

The first thing an education and training institution needs to do is to guide users in the public traffic pool to your private traffic pool more efficiently and with higher quality.

Douyin can be said to be a public traffic pool with relatively high traffic and activity. Therefore, many educational and training institutions will release short videos or live broadcasts through the Douyin platform. While attracting traffic through these large-traffic platforms, they also use operational tools to accumulate and convert users, laying an important foundation for forming their own private traffic pool.

And how can those users who have already entered the private traffic pool achieve efficient retention and conversion?

Taking the marketing tools provided by Maker Craftsman, an educational SaaS technology service provider, for educational institutions as an example, users are first attracted through live broadcasts, and users are guided to follow the official account or add customer service WeChat or corporate WeChat. Then, users are fissioned and precipitated through tools such as fan-increasing tools, gift-giving for recommendations, and targeted operations. With the help of a certain reward mechanism, users are retained and old users are allowed to attract more new users to pay attention, thus quickly achieving fission growth of fan users.

02

At present, when it comes to the most efficient tool for operating private domain customers, we have to mention WeChat for Business.

According to statistics, there are currently more than 1.2 billion WeChat users, which shows how huge a private traffic pool WeChat for Business will be if it is connected to WeChat.

Taking the enterprise WeChat tool of Maker Artisan as an example, it is a private domain traffic operation platform based on enterprise WeChat, which helps enterprises build safe and stable private domain traffic, create a user growth engine platform, help enterprises accumulate customer assets, and quickly seize the private domain traffic dividend. It is an operational artifact.

Based on the functions of WeChat for Business, it helps educational and training institutions to conduct in-depth research and development on sales (attracting traffic and acquiring customers), service (following up conversions), and operations (maintaining fission), helping educational and training institutions to quickly seize the dividends of private domain traffic.

Through WeChat for Business, educational institutions can realize online customer acquisition, sales conversion, user management, and activation and retention, create a private domain traffic growth loop based on WeChat for Business, and truly integrate private domain traffic into the business of educational institutions.

Here is a simple example of how an educational institution can use WeChat for business to attract traffic, provide services, and operate:

A yoga training institution created a white-collar yoga exchange group through the live code feature of the Maker Artisan WeChat tool, and then printed the QR code on posters or roll-up banners. It went to software parks, cultural and creative parks and other office areas where white-collar workers gather to conduct offline traffic diversion, guiding interested users to join the enterprise WeChat group by scanning the QR code.

After that, employees can push yoga courses suitable for office workers and white-collar workers to users in this group, instead of blindly recommending other courses and causing users to be disgusted.

Deeply understand users' needs, pain points, and preferences, and push different content to different people and different communities.

Use corporate WeChat for scheduled push notifications. After the push notifications are completed, make personalized interactive responses based on the user's responses. Use standardized operating strategies combined with personalized operating methods to achieve efficient private domain operations.

Simply put, it is to make accurate predictions about users' preferences through their characteristic attributes, and then combine the selling points of the products themselves and use various tools in the WeChat ecosystem to achieve marketing that is tailored to each individual.

03

The education industry, which has the "three highs" attributes of high average order value, high repurchase rate, and high topicality, is a naturally suitable field for private domain traffic. In addition, the continuous upgrading and iteration of functions by education SaaS technology service providers is icing on the cake for the education industry to deploy private domain traffic operations.

In general, if educational institutions want to truly integrate private domain traffic operations into their business, using tools developed by education SaaS technology service providers is an indispensable step in achieving private domain traffic operations.