Five ways for education and training institutions to attract new customers

Customer acquisition has always been an eternal topic. Many industries need to continuously promote to gain more new customers and form conversions. The education industry is no exception. The education industry also needs to continuously recruit students to form conversions. Nowadays, traffic acquisition is not that simple. How should the education industry recruit students?

The issue of student sources is a fundamental issue in the education and training industry . Without student sources, there is no training to speak of. Therefore, based on my personal experience in acquiring customers online and offline, I provide the five most core enrollment strategies for education and training institutions.

If it can be helpful to everyone, it would be great.

If we regard education and training as a business, then the foundation of the business is the acquisition of customers and traffic. For a training institution, the interpretation of customer acquisition can be divided into two parts; one part is the expansion and acquisition of incremental markets, and the other part is the expansion and acquisition of existing markets.

First of all, for a newly established entrepreneurial educational institution, the most urgent thing is to acquire basic seed users.

For large enterprises, supporting the development of a new market can provide support for local basic user traffic. Therefore, the person in charge of the education and training institution only needs to conduct in-depth communication and enrollment conversion with the existing basic traffic users in the early stage; but if you want to expand, it is definitely not enough to rely solely on these; therefore, it is necessary to expand the new user market. To increase the contact and acquisition window with potential users, and achieve the goal of expanding enrollment through operations.

So for a training institution that is new to the market, how should it expand its local enrollment market?

Offline expansion strategy, I provide five strategies here for reference only:

01 Ground promotion

With the new campus as the center and the public schools covered by the service as the foothold, ground promotion is carried out during the school hours (parents and students are more concentrated at this time, which facilitates large-scale exposure and enrollment).

Field promotion is not simply distributing flyers. Of course, it is not impossible to distribute flyers, but I am afraid that the effect will be greatly reduced. So what should we do?

The time periods after school are concentrated at noon and in the evening. Promotional activities can be held within two hours after school. The activities last for a week, using books or teaching materials, and learning gifts as bait. Of course, these gifts can be bought on Alibaba, which is relatively cheap. Of course, they can also be books or other cultural products published by the company itself.

The campus can be added as a new resident, and there will be free tutoring classes or open classes from time to time. The welfare classes can be shared in the circle of friends, and there will be professional teachers to provide auxiliary guidance on children's learning problems.

The activity cycle of a school is one week. Since the vast majority of people in the school can be covered within a week, 2-3 staff members are required. The required enrollment WeChat accounts are classified according to needs. For example, for elementary school enrollment, there can be a special elementary school WeChat account, and for junior high school enrollment, there can be a special junior high school enrollment WeChat account. After adding, the mobile phone staff needs to conduct in-depth communication and follow-up, establish labels and basic user profiles for the added WeChat friends, in order to facilitate further enrollment conversion.

02Cooperation

There are auxiliary bookstores, stationery stores, etc. around each school. You can negotiate cooperation with them, provide them with certain gift support, use their territories for enrollment promotion, and if WeChat friends who come through their channels sign up, you can provide certain benefits through related channels.

The gifts can be some books. The market price is marked on the books themselves to show the relevant gift value, but they are given to them at a low price or even for free. As long as they add the admissions WeChat of the institution, they can receive it for free.

In the early stage of cooperation, you can try it for a month to see the effect of attracting traffic, and then further optimize the activities to see if there is a possibility of continuous cooperation; of course, some bookstores may find it troublesome, so you can pay 500 yuan a month for advertising, and then put up an enrollment poster at the door of their bookstore to recruit students.

Basically, this channel can recruit 5-10 students a month, which is basically a channel that guarantees profits.

03Guide to add WeChat

Conduct a survey of residential communities around the school or training institution campus. Each community has a corresponding express delivery point, fruit store or supermarket. You can also use the same method to cooperate in enrollment. You can post enrollment posters in the store and provide certain gifts to guide people to add WeChat accounts.

04Community Lecture

Community lectures , if possible, can be held on campus to provide free educational lectures to expand the institution's influence in the school. Of course, public schools generally do not allow this approach. The interests involved are too great, so we can put it aside for the time being. But communities are different, and they can try to adopt this approach.

05Competitors

Intercepting students from around competitors is an unethical method and somewhat contrary to the ethics of business competition, so it is not recommended. Unless it is a life-and-death situation and you have no other choice, try not to do this.

The above five methods mainly focus on the expansion of offline traffic entry channels and efforts in the direction of exposure. They are traditional enrollment methods and may not be particularly effective quickly, but once the cooperation channels are stabilized, they can also be like trickles that converge into an ocean.

The above is more aimed at educational and training institutions that started from scratch and use clumsy methods to conduct enrollment work without any resources .

Later, I will provide enrollment plans for emerging channels.

Because some large chain educational institutions already have a certain user base and can provide certain user support when developing emerging urban markets. At this time, they should fully inventory all the traffic entrances that can reach users.

For example: the enrollment and conversion of potential users in our own apps, such as public accounts, service accounts, and potential users in the community. I have talked a lot about the online methods and approaches before.

For example: lectures, free open classes, social marketing, circle of friends marketing, one-on-one diagnosis, but these are actually based on the conversion of existing potential users, which belongs to the enrollment work of the existing market. How to expand the existing stock market is the key to adding new users.

06Cooperation

The core of the method for the existing market is to stimulate the desire to share and find key KOCs for cooperation.

In terms of new user growth, the operating strategies of Pinduoduo and ByteDance are most worthy of emulation and study. Only when users actively share out of their own interests can we maximize the realization of our new work.

Therefore, the addition of new online users must be based on the existing interests of users, and the focus of the work is to promise them benefits and induce them to share.

Then we will provide a variety of beneficial products around this center to continuously stimulate users' desire to share, which can be sharing participation in limited-number diagnosis, sharing free valuable gift packages, or sharing access to a complete set of analytical materials.

In short, only when more and more people share it can there be greater exposure and activation of the incremental market.

In addition to its own user conversion, online channels can also tap into key parent KOCs for sharing, or look for KOLs in key communities to collaborate on soft advertising in the circle of friends.

Many communities also have owner groups. Where there are owner groups, there are group owners. Find them, cooperate with them, and place a welfare advertisement in their circle of friends. Of course, this placement must be truly beneficial to everyone. Otherwise, even if you give them money, they may not necessarily help the organization to distribute it. The influence an organization has depends on how many community owner groups and key group owner users it controls.

Moreover, this influence cannot be ignored. It is convenient and fast, and it is also one of the methods that is very worth exploring. If an individual business owner wants to expand into the education and training market, I suggest that the first choice is to do so in your own community.

There are thousands of ways to acquire customers, and expanding front-end traffic is always the first step and is extremely important. Attracting new customers is extremely important for any business, not just educational institutions.

Author: Fan Yiwen

Source: Teacher Fan's Text Gallery