Winter vacation is approaching. How can online education institutions recruit students and attract customers?

Another winter vacation is approaching, and holiday notices for primary and secondary schools in various places have been released one after another.

Winter vacation is an important node for enrollment, and online education companies have made preparations in advance to reserve students for the coming year. However, as the prices of education continue to rise and competition becomes increasingly fierce, various institutions have also adjusted their strategies to improve retention.

The source of students is related to the survival and development of the school. Only by doing a good job in enrollment can the school survive better and move forward continuously.

At the beginning of 2021, Xueersi Online School, Yuanfudao, and Zuoyebang Live Classes joined hands with major TV stations and seized the first brand marketing opportunity of the new year.

In order to gain more "visibility", many educational brands spend a lot of money on advertising. For example, Xueersi Online School, Yuanfudao, Zuoyebang Live Classes, and Gaotu Classroom have all signed cooperation agreements with CCTV. For example, Xueersi Online School’s advertisements appeared in the prime time of CCTV-1.

Advertising can indeed increase the visibility of educational institutions, but it is too costly and is not suitable for small and medium-sized institutions.

If educational institutions want to achieve sustained growth, they must find new incremental markets. So how should they customize precise enrollment and traffic flow plans?

Some educational institutions said they have entered public traffic pools, such as TikTok, Toutiao and other platforms to obtain students. Although the public domain platform has a large amount of traffic, it is not accurate. Moreover, after an event, it is impossible to obtain accurate customer information and cannot reach users directly, so the traffic can only be one-time.

If educational institutions want to make breakthroughs, they need to try to deploy online and private traffic pools.

Some educational institutions have begun to try new solutions, such as building private traffic pools to achieve the effect of acquiring customers once and converting them multiple times.

It is not easy to build a private traffic pool by yourself. The independent research and development of the system consumes a lot of manpower and material resources. It requires the recruitment of a technical team, including product managers, UI designers, front-end engineers, back-end developers, test engineers, and operation and maintenance engineers. The salary cost is very high, and there will be subsequent maintenance costs.

Another way is to work with third-party technology service providers to complete the online transformation.

It is worth mentioning here that Maker Artisan SaaS technology service provider provides online education services, which can quickly build a professional online learning platform for users, integrating mainstream content payment forms such as video, audio, graphics, text, live broadcast, and recorded broadcast.

1. Group buying activities

After building a private traffic pool, you can send offline event notifications, or ask friends to help experience courses, attract parents of existing students through some activities, and help forward event pages or discount pages, thereby forming fission.

For example: a high-quality course with an original price of 99 yuan, when the winter vacation comes, it only needs 9.9 yuan for 3 people to join a group. It makes people feel that it is a real discount. Interested students will definitely encourage their relatives and friends to buy it together. This will not only increase sales but also expose the brand of the institution.

After attracting traffic, there will be follow-up measures to attract customers to offline to take trial courses or participate in activities, thereby promoting transactions.

2. Live streaming

Live trial classes are very popular this summer. The threshold for live traffic-generating classes is low, and both large and small institutions can start quickly. In addition, educational institutions can also invite well-known teachers to teach, which can help the institutions obtain sufficient students and improve conversion efficiency.

Although live classes are offered to users for free, the various links in them are closely linked. We must avoid being perfunctory and make every link meticulous, only then can there be a truly successful traffic-generating activity.

Before the live broadcast, it is best to prepare a trailer that is closely related to the course theme to attract users' attention.

During the live broadcast, the instructor can encourage users to interact in the comment area to understand the user's basic information and explain the course content more specifically. At the same time, they can also send coupons or promotional courses to enhance the atmosphere of the live broadcast room.

In addition to coupons, you can also use free materials to "attract" users. When students come to consult, guide them to free learning communities and let users participate in course learning. As long as users join the group, it means the beginning of conversion.

Before officially creating a group, users must be divided into groups. For example, classification by grade and subject is done to facilitate the regular push of relevant trial classes to the group, thereby achieving efficient and accurate conversion.

3. Online and offline experience classes

For online education institutions, the most commonly used, effective and controllable conversion method is the trial class.

There are so many educational institutions now, and parents often don’t know how to choose the right one. We can launch offline trial classes, and parents can get a place by filling in the relevant information.

Make an appointment and bring your children to experience the course. Satisfaction will directly promote conversion.

4. Get good lessons with the help of friends

Everyone will be attracted by free courses. Institutions select some high-quality courses that can be obtained for free with the help of friends. In order to get the courses, students will definitely be willing to share.

For example: For a full-priced course with an original price of 99 yuan, users who want to get a free course need to invite 28 friends to help. In order to get the course, users must share the support poster to their circle of friends, community, or even a single friend, and ask their friends to click to complete the support.

There are many ways for online education and training institutions to attract traffic. Education should choose one that suits you so that you can stand out from many competitors.