How can an education and training company carry out a good online promotion activity?

After years of development, and with the impact of the 2020 epidemic, the online education industry has seen a rapid increase in user penetration. Data shows that the online education market size is expected to reach 485.8 billion yuan in 2020.

More and more traditional education and training companies have begun to expand their online businesses. The "Research Report on the K12 Education and Training Industry in the Downstream Market" shows that 95.6% of K12 education and training institutions agree that "the future education model must be OMO (a combination of online and offline)", and 77.14% of institutions want to have the ability to launch online courses.

By transforming online, such as relying on technical service providers such as Maker Artisans to build online education platforms such as official accounts, mini-programs, APPs, and PC online schools, education and training companies can effectively take over and retain traffic on their own online platforms, fully control private domain traffic, reduce marketing costs, and expand enrollment scope.

So, if educational and training companies transform online, how can they carry out a successful online promotion campaign ?

In marketing psychology, the herd mentality, the mentality of being greedy for small profits, the sense of urgency, and the sense of loss are the four most commonly used and proven psychological factors. If you want to carry out a successful online promotion activity, education and training companies may wish to start from these four points and use appropriate marketing tools to achieve the goal of increasing brand exposure and attracting large-scale enrollment.

01 Design activity duration

Generally speaking, as an online promotion activity, the cycle is best controlled within 3 to 10 days: if the time is too short, the communication strength will be insufficient and the effect will not be good; if the time is too long, consumers will feel tired and their enthusiasm for participation will gradually decrease.

02Clarify the purpose of the activity

Through a successful promotional activity, you can generate a month or even several months of sales in a short period of time.

At the same time, it can also maximize brand exposure. On the one hand, it can quickly accumulate popularity and introduce a large amount of traffic into the private traffic pool; on the other hand, it can allow users who were not converted in this event to recognize the company's culture and course advantages, and think of them first the next time they want to consume, laying the foundation for later conversions.

03Analyze user portraits

Sharpening the knife does not delay the chopping of wood. If you want an activity to be successful, it is essential to analyze the target of the activity.

Education and training companies can collect user data and feedback through data analysis combined with questionnaires, and then design the event based on the user's learning preferences, habits, gender, age group, place of origin, etc. When pushing an event, you can even create user groups and refine operations so that the event release time, dissemination steps, and promotional copy are as close to the target users' preferences as possible to achieve maximum effect.

04Design activity plan

1. Combine important nodes:

Generally speaking, promotional activities can be combined with major festivals, corporate anniversaries, hot events, etc. On the one hand, they are legitimate and credible, and on the other hand, they are easy to resonate with and facilitate dissemination.

2. Combine online and offline promotion:

Education and training companies can combine online and offline activities to maximize the impact of their activities.

Offline, you can usually create an event atmosphere a week in advance through store X-stands, posters, banners, and flyers.

There are even more diverse online methods. For example, the official accounts and mini-program knowledge stores built with the help of maker craftsmen make it very convenient to do social marketing because they are connected to the WeChat ecosystem.

1) Creating a knowledge store atmosphere

Not only do offline stores need to create an activity atmosphere, but online knowledge stores also need to let users feel the intensity of the activity.

Education and training companies can use [splash screen ads] to display this event in the most conspicuous position, so that every user who enters the knowledge store will be attracted at the first time, and can directly click to jump to the event, shortening the reach path.

2) Use [Voting] to trigger the event

For an event to be successful, it needs to involve as many users as possible in active participation, and voting is a great way to do this.

For example, art training institutions can carry out an "I am a Little Painter" voting activity, asking parents of students to post comparison photos of their children's paintings before and after the course, and post them on WeChat Moments, WeChat groups, etc., so that everyone who sees them can participate in the voting, select the top 5 works with the highest number of votes, and set corresponding rewards based on the rankings.

In the voting rule settings, it is set that users must follow the official account to participate in registration and voting. This event will drive traffic to the official account knowledge store and quickly expand the platform's exposure.

At the same time, in order to maximize the impact, companies can also promote this voting activity on Weibo simultaneously to let more people know and direct traffic to knowledge stores.

3) Step-by-step group buying and fission-based traffic diversion

An important element of an activity is to provide consumers with tangible benefits. Educational and training companies can open up their star courses to group buying activities to encourage users to actively spread the word.

For example, an education and training company creates a [tiered group purchase] and sets group payment prices corresponding to different group sizes. For example, for a course with an original price of 599 yuan, when there are 2 people in the group, the group payment price is 399 yuan; when there are 5 people in the group, the group payment price is 159 yuan; when there are 8 people in the group, the group payment price is 89 yuan.

Through price differences, users are stimulated to actively share and form groups, thus achieving efficient user fission.

4) Live streaming with products and lessons

Live streaming is a sunrise industry. With the popularization of 5G, a large number of businesses have turned to live streaming because face-to-face communication can better promote communication and enhance the credibility of activities.

Education and training companies can use live broadcast + lucky wheel draw to ignite the atmosphere of the live broadcast room, set the prizes as some high-value physical prizes (such as physical books, electronic dictionaries, etc.) and platform virtual products (coupons, online courses, VIP weekly cards, etc.) to stimulate user participation, and use virtual products to guide users to pay attention to the store and experience courses.

At the same time, when the main teacher is teaching, the teaching assistants can also interact in the live broadcast room, such as counting down the platform annual card discount spots, such as "There are currently 6 discounted annual card spots left, and the event will end at the end of this live broadcast", which increases the tense atmosphere and stimulates user conversion.

At the end of the live broadcast, guide users into an exclusive community and then make subsequent conversions. For example, teaching assistants can conduct follow-up visits to community activities, collect user feedback, and answer questions, which will help new users develop a sense of trust and increase the stickiness between the company and its users.

In short, online is already the general trend. Through online promotion activities + offline store promotion, education and training companies can effectively reduce marketing costs and continuously and efficiently attract traffic and realize monetization.

For education and training companies, now is not the time to hesitate whether it is necessary to transform online, but they should enter the market first to occupy the highest point.