How can educational institutions achieve online distribution and content fission?

Affected by the epidemic, more than 200 million primary and secondary school students have flocked online, and more and more parents have begun to accept the online model. Online education has become the current trend.

Online education can break through the limitations of time and space, carry out teaching activities anytime and anywhere, and deliver high-quality educational resources to more people, promoting educational equity. For educational institutions, word-of-mouth publicity can be carried out more conveniently and on a larger scale online.

But the current situation is that traffic costs are becoming more and more expensive, especially the cost of delivery is getting higher and higher due to the competition from some education giants that are spending heavily on advertising. Many parents are beginning to become immune to simple and crude task fission and low-priced classes. On the one hand, there is surging online traffic, and on the other hand, conversion is becoming increasingly difficult. At this time, many educational institutions have begun to turn to more refined operations.

In addition to normal advertising and task fission, referrals, distribution and content fission have become new growth methods with higher user accuracy and lower marketing costs.

At present, educational institutions involved in the fields of early childhood, K12, family education, etc. are particularly suitable for referrals, distribution and content fission. In particular, there are a large number of mothers among this group of people. Therefore, many online education companies regard distribution to mothers as one of their major focuses. For example, Walnut Programming, Youdao Premium Courses, Himalaya Oxford Reading Tree English, Artbao, Baby Playing English, VIP Famous Teachers Online, etc. I believe everyone has seen a lot of fission posters in their circle of friends.

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So, if traditional educational institutions also want to achieve rapid growth through distribution by mothers, how can they successfully build their own system?

1. Build an online education platform with distribution functions

If traditional offline education institutions want to engage in online communication, the first step is to build their own online education platform, and a platform with distribution functions. So, should we build our own system or directly use the more mature tools on the market?

Generally speaking, building a system yourself requires a dedicated technical R&D team and a certain development cycle, with high manpower and time costs. Of course the advantage is that it can be customized according to your own ideas.

Most small and medium-sized institutions will choose more mature ones on the market, such as technology service providers such as Maker Artisans, to build their own online education platforms. The most common one is the knowledge store based on WeChat official accounts. The advantage is that it is fast and convenient. The WeChat ecosystem has a large user base and is easy to spread. Putting the sharing system and course entrance in the official account menu bar is also convenient for users to use. In addition, there are different sharing modes such as knowledge store sharing posters, video courses, column courses, live course invitation cards, promoter sharing, course sharing lock, agents, etc., which are convenient for institutions to flexibly set according to their own user groups.

To sum up, if an educational institution wants to build its own distribution system, it is rather troublesome to do so. It may be more appropriate to try using a system from a mature technology service provider first.

2. Complete promotion system

Whether it is referral, content fission or distribution by moms, an important factor is people. Educational and training institutions generally have accumulated a certain number of users. It is not difficult to start by directing these users to the online platform and then setting up a reasonable reward mechanism.

1) Establish systems and conduct training

The organization first develops a distribution management manual and then introduces the intended groups into a specialized community for management. Within the community, a dedicated person will push management manuals and conduct new employee training, such as product introductions, promotion policies, fan lock-in policies, commission levels, distribution operation procedures, etc.

2) Material provision

In the community, ready-made materials are provided to promoters, so that they can forward them to their own circle of friends with one click, such as: course introductions, promotional copy for circle of friends and WeChat groups, course posters, promoter recruitment posters, etc. At the same time, in order to promote better, we will periodically launch some limited-time flash sales, group purchases for multiple people, and free gifts to help promoters close deals.

3) Personnel classification

Common tools include promoters and agents. Promoters can be regarded as a kind of full-staff distribution, which means that anyone who is interested can promote it. They only need to generate their own promoter poster with one click and send it to their friends. After their friends purchase the course, they can get the corresponding bonus.

At the same time, institutions can also set courses to be shared and locked. For example, student A shared a live broadcast of the institution with friend B. After B clicked on it, he was bound to A. After that, if B purchases courses on the platform, upgrades to VIP, etc., A can obtain corresponding commissions.

On this basis, the agency can also set certain thresholds and specifically recruit higher-level promotion personnel to carry out refined management and distribution, that is, upgrade to agents. For example, an agent pays a one-time fee and obtains 200 VIP places. After that, all profits generated from the sale of VIPs belong to the agent. The agency can also upgrade some exclusive rights for the agent to drive more promoters to upgrade.

4) Regular stimulation

Many people have promotion inertia, and their enthusiasm declines after working for a certain period of time. At this time, the organization can also provide incentives through some bonuses and physical items.

For example, a monthly lottery is set up for placing orders, and by placing an order, you can participate in the lucky wheel lottery to win red envelopes, physical items, courses, etc. Or you can specify tiered rewards. For example, you can get different points rewards by promoting 1, 3, or 5 orders. The points can then be exchanged for physical items or courses in the platform's points mall. You can also make some rankings based on performance, dark horse awards, etc. to keep the promoters motivated.

Through the above 4 steps, educational and training institutions can smoothly transform online, activate the user resources in their hands, thereby continuously fissioning and continuously directing conversions to their own online education platforms.