How can education and training companies divert traffic from Douyin, Weibo, Himalaya, etc. to "private domain traffic" for conversion?

In this era of increasingly high traffic costs, if education and training companies do not know how to use private traffic , they will undoubtedly lag behind in recruiting students, acquiring customers, converting and repurchasing, and brand exposure. Especially public domain traffic platforms such as Tik Tok, Weibo, Himalaya, and Tencent Classroom are equivalent to a rich traffic gold mine. How can you come out empty-handed after entering a treasure mountain?

How can education and training companies reach users accurately, minimize traffic cost losses, divert platform traffic to their own private traffic, and then carry out subsequent operational conversions?

1. Build your own private traffic pool

Why do more and more businesses want to have "private domain traffic"?

It's very simple. "Public domain traffic" platforms like Taobao, Pinduoduo, Douyin, Weibo, Himalaya, etc. have huge traffic but it belongs to the platform. After merchants settle in, they need to continue to spend money through search optimization, event promotion and other methods to gain user attention. However, for some vertical fields, the traffic brought by paid promotion is not very accurate. In the long run, firstly, it is difficult to retain one's own users, and secondly, due to the large number of similar competitors on the platform, there is a risk of user loss at any time.

Since "private domain traffic" belongs entirely to the merchants and the rules and regulations are set by the merchants, once users settle down, they can be reached at any time, and user stickiness will be continuously enhanced in subsequent operations. Through user fission drainage and word-of-mouth marketing, the effect of low-cost and continuous drainage and conversion can be achieved.

At present, common forms of private domain traffic include WeChat official accounts, mini-programs, WeChat groups, APPs, PC online schools, etc. For example, the official account knowledge store provided by Maker Craftsman, an educational SAAS service provider that is popular among small and medium-sized institutions, allows entrepreneurs to put high-quality content such as audio and video, pictures, texts, columns, etc. on their own platforms, and then use content as the core for fission conversion and word-of-mouth marketing.

Once you have your own online education platform, you can start to drive traffic around content.

2. Public Domain Traffic-Private Domain Traffic Diversion

1. Short video public domain traffic diversion such as Douyin and Kuaishou

The first step is the introduction. Educational and training companies can open multiple Douyin accounts as a matrix. The account profiles should be as eye-catching and vertical as possible, while also displaying WeChat public account knowledge store information to guide fans to pay attention.

The second step is to display in the comment area. Update short videos regularly to increase activity, and guide fans to follow the official account in the discussion area.

The third step is product window display. Educational and training companies put teaching materials that match the courses on the Douyin product display, and tell users that the materials include physical textbooks and online courses. After purchase, users will receive physical books and course redemption codes printed on gift cards. By scanning the redemption QR code, they can enter the online knowledge store to receive courses for free and start learning.

Step 4: Live lectures regularly . Since live streaming allows fans to interact directly with teachers and feel the value of the courses to a certain extent, it can not only enhance their sense of trust, but also attract traffic more accurately and efficiently.

For example, a live broadcast preview is released every Wednesday night, and the live broadcast is broadcast at 19:45 every Friday, guiding fans to follow the official account in the live broadcast room. Alternatively, at the end of the live broadcast, users can be guided to add the teaching assistant’s WeChat account to receive the redemption code for subsequent courses, and set the conditions for receiving the code. For example, users can forward the live broadcast preview poster to their friends circle and keep it for three days to receive the free course, thus achieving the effect of attracting traffic and increasing brand exposure.

2. Weibo, Zhihu, Douban, etc.

Publish carefully polished articles, and then attach welfare bait at the end of the article, such as free courses, useful information packages, etc., to attract users through welfare bait + high-quality content.

For example, at the end of the article, it is noted: Users who are interested in this content can simultaneously follow the official account [Knowledge Store Name], participate in community discussions, interact and communicate directly with teachers, and receive welfare materials and free live classes.

In addition, you can also post live broadcast preview posters and check-in activities on Weibo to direct traffic to the official account knowledge store.

For example, fitness institutions use the Maker Artisan check-in function to carry out a paid check-in activity called "Newcomer benefits: 5 minutes a day, a slim waist in 21 days". In the first phase, they attract old students to check in, and then share the check-in content and the old students' experience and feelings on Weibo to continuously attract fans.

At the same time, we regularly post previews of public welfare science live lectures and slimming diet open classes on Weibo to accurately attract fitness enthusiasts and direct them to the official account live broadcast room. After the live broadcast, the replay video will be organized into a column course to attract fans.

3. Audio public domain traffic diversion such as Himalaya and Qingting FM

The first step is to publish free high-quality courses on the audio platform to attract new users and create a long-tail traffic pool.

The second step is to obtain user leads through free information, free personality tests, etc., and direct traffic into private domain traffic by guiding users to add the teaching assistant’s WeChat.

For example, Himalaya FM is a rare channel that allows adding WeChat public account QR codes and personal QR codes to the audio details page. Educational and training companies can add teaching assistant WeChat accounts under the courses, and attract users by offering "free supporting paper teaching materials, electronic materials" and community Q&A services as benefits, guiding them to enter the supporting community of the public account knowledge store.

4. Traffic diversion from online learning platforms such as Tencent Classroom and NetEase Cloud Classroom

Taking Tencent Classroom as an example, the advantage of Tencent Classroom is that it can be directly linked to the QQ group. The QQ customer service group and customer service personal WeChat can be displayed on the course details page. After the user joins, it can be further guided to follow the official account. The official account information can also be directly displayed in the company introduction to guide students to follow.

The above four types are currently the more typical public domain traffic platforms. As long as education and training companies can use them flexibly, build their own online education platforms, and manage private domain traffic well, they can do a good job of attracting traffic-retention-activation-fission-conversion at low cost and easily carry out online brand marketing.

At present, the education and training industry has clearly shown the OMO trend of online and offline integrated development. After this epidemic, the online penetration rate has been further improved. As a supplement and upgrade to offline, the importance of online has become more prominent. It is a key development opportunity that education and training companies cannot miss.

Author: luna peach

Source: luna peach