How to fine-tune the operation of private domain traffic in the education and training industry?

Recently, experts in the education and training industry have been talking about private domain traffic, and they all say that private domain traffic is good. So, what exactly is private domain traffic?

As the name suggests, private domain traffic is traffic that belongs to oneself. It mainly refers to traffic that an individual or brand owns independently, can control, and can be used repeatedly for free. APPs, mini-programs, public accounts, and personal Weibo are private domain traffic. Their characteristics are that the users are their own and can be reached repeatedly to achieve multiple conversions.

As for public domain traffic, such as Kuaishou, Taobao, Douyin, etc., the traffic belongs to the platform itself, and precise advertising is needed to grab the traffic, so the operating cost is also very high, and every customer conversion costs money. It is difficult to generate profits by relying solely on sales generated by large platforms and public domain traffic.

Therefore, many businesses now hope to increase customer repurchase and conversion by building private traffic pools, thereby reducing customer acquisition costs.

Private domain traffic is not a new concept. By operating private domain traffic, merchants can not only effectively establish emotional interaction with users, but also obtain target customers with purchasing potential, increase ordering and transaction rates, which is undoubtedly the most effective solution at present!

After building trust, they will not automatically block out products recommended by merchants as advertisements out of reflex. Kind reminders or heartfelt recommendations will also make customers more stable and less likely to leave.

When the traffic dividend has faded, it has become an important way for merchants to increase traffic by effectively converting public domain traffic into private domain traffic.

How to operate private domain traffic in a refined manner has become an important issue in the development of educational institutions. Next, I will share three tips with you.

1. Accurate customer targeting

Different customers have different needs. The so-called precision marketing is to accurately grasp customer needs and push content that is valuable to customers, so that customers will have a desire to buy.

In content marketing, to say the right thing to the right person at the right time, you need to have a clear understanding of the user portrait.

The education and training industry uses the Maker Artisan WeChat push function to recommend targeted courses or activity information to target customers based on detailed background data, in order to achieve the goal of accurate customer acquisition.

2. Points Operation

Points are a kind of virtual currency. If institutions can make good use of them, it will not only maximize the consumption value of customers, but also greatly promote the growth of customers' secondary consumption rate.

You can try to launch some point reward programs, for example: if a customer recommends a friend to register as a new member, he can be rewarded with a certain amount of mall points, and this reward should be far more than the number of points the customer earns from any single consumption, so that customers will be more willing to help the company promote.

Another way is to use the simple and easy-to-use method of daily sign-in to earn points by signing in continuously, cultivate customer habits, and increase customer stickiness.

Doing a good job in point operation can not only make you more competitive in the industry, but also allow customers to use their points to redeem their favorite products in the points mall, thereby reducing your marketing costs, killing two birds with one stone.

3. Social Marketing

Community operation is a very good way to retain private domain traffic.

First of all, the community must have a clear goal. Only when parents have a goal will they have a sense of mission.

In addition to having a sense of mission, the next step is to cultivate user habits. The purpose of cultivating user habits is to trigger users to open the app, and then organize activities at fixed times.

For example, in the "30-day supervision group for developing good homework habits", after each session, you can send the homework status to the group and upload photos of some good homework. If the child is reciting a text, you can also let the child recite it in voice and upload it, so that parents can pay attention to the activities and sharing in the parent group for a long time.

In addition, the community needs dedicated group managers to perform group management services, output valuable content, help your group members solve problems and bring value.

In an environment where public domain traffic is becoming increasingly expensive, organizations can only achieve sustained and rapid growth by accumulating private domain traffic.

Many educational institutions work with third-party technology service providers to build their own private traffic pools, saving the costs of initial research and development and subsequent maintenance, and the built systems are stable, smooth, and free of lag.

Nowadays, public domain traffic needs to be purchased and is becoming more and more expensive. It is a one-time use and the traffic belongs to the platform. However, private domain traffic is different. You can repeatedly use users who can be reached for free multiple times. The traffic is your own, so private domain traffic has become the choice of many organizations! If you want to stand out from many competitors, you must achieve refined operations.