How can education and training companies leverage hot marketing trends to boost brand communication?

In the fragmented Internet era, the rich media information makes people's attention always in a state of constant dilution. How to capture the public's attention in the ocean of information and leave a strong brand impression on consumers?

As a result, “no hotspot, no marketing” has become a consensus among merchants, and hotspot marketing has become a powerful tool for brands to leverage their communication power. But how can you correctly take advantage of hot topics to maximize their value, empower your own brand, and gain more exposure and traffic?

Currently, there is an approach that has proven to be both effective and simple, that is - live broadcast + hot spot marketing, which is especially suitable for merchants and lecturers with live broadcast experience.

Merchants only need to use the education SAAS service provider Maker Artisan to build their own online education platform, such as official accounts, mini-program knowledge stores, etc., and then put live broadcasts, videos, audios, pictures and texts and other courses on the shelves according to the students' learning preferences. By following the following 4 steps, you can easily strengthen your brand IP and increase course exposure and platform activity in one fell swoop!

1. Find the right hotspot

Generally speaking, hotspots can be divided into two types: predictable and emergent.

1) Predictable hot spots, such as holidays, May Day, National Day, Christmas and New Year’s Day, Chinese Valentine’s Day, etc.; or industry hot spots, spring and autumn recruitment, middle school entrance examinations, college entrance examinations, national and provincial civil service examinations, etc.

These hot spots are relatively fixed and can be prepared in advance by searching the marketing calendar or based on industry experience.

2) Sudden hot spots: These hot spots usually break out from Weibo hot searches, breaking news, and Moments. For example, when you see three or five friends forwarding the same content at the same time, it means that it has become a hot spot.

If you want to analyze hot spots, you can use the following tools, commonly used ones include Baidu Index, Sogou Index, Toutiao Index and WeChat Index.

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To give a simple example, a training institution that provides marriage and love emotional education wants to promote a new wave of courses. Through searching, it finds that several recently popular love movies have high search indexes. If it promotes them in conjunction with its own courses, it will be able to bring in its own traffic.

So, how do you know which movie is more suitable for your students' preferences?

By comparing the search keywords on Baidu Index, we can see which one is more popular in the demand map.

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After switching to the demographic portrait, you can have a relatively clear understanding of the audience portrait of the movie by analyzing the geographical distribution, age, gender, and interest distribution of the search population. Combined with the data analysis of the Maker Artisan Management Backend, we can compare and determine which movie to combine for promotion that is more suitable for our students.

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2. Find a unique combination

Once you have a hot spot, the most important thing is to consider the fit between the hot spot and the brand. The significance of combining hot spots is to help brand communication be more efficient, rather than blindly following and turning it into a non-conversion self-entertainment for merchants.

Especially for education and training companies, they need to further explore whether there are "unique" points of integration between hot topics and their own courses. Generally speaking, a major feature of hot spot marketing is that many brands flock to it. The higher the popularity, the more merchants will participate. The same old hot spot approach will inevitably lead to aesthetic fatigue among the public, and there will be no way to talk about attractiveness.

Therefore, when facing the same hot event, merchants must combine their own brand characteristics, express the extended value of the brand from a unique perspective, and truly integrate the brand into the event, so that they can be needed by consumers to the greatest extent.

3. Involve consumers and trigger chain reactions

In the era of mobile Internet, the closer you are to consumers, the more interactive communication you can generate with them, and the more popular the topic will be. The high participation and involvement of the hot topics themselves can help brands eliminate the sense of distance from consumers. If a brand can arouse active participation from consumers, this wave of hot marketing will be half successful.

For example, you can take advantage of the hot topic by starting an event voting in the brand’s official WeChat account, allowing consumers to actively participate in brand interaction, thereby transferring the heat of the hot topic to the brand and breaking the one-way communication model.

4. Combine live broadcasting to produce content at the fastest speed

Hot spots are time-sensitive. If the production speed is not fast enough, you will not be able to get the "thighs" of the hot spots. Education and training companies may wish to use Maker Artisan’s live open classes, which can be quickly initiated, have no limit on the number of people, and can interact with users in real time, making them very suitable for hot spot marketing.

A live broadcast can combine hot spots from the following perspectives:

In-depth analysis of the background of the formation of the hot spot and the essential issues behind it, analysis of the various participants in the hot spot and popular opinions on the Internet from a professional perspective, and invitation of some industry experts to connect online, and finally draw your own conclusions based on the analysis.

For example, combine popular TV series, analyze the knowledge points related to the course, and use the TV series plots that are familiar to the public to arouse identification and discussion. One advantage of this format is that it can be used to do a series of live broadcasts with multiple episodes as the TV series is broadcast, thus continuously attracting traffic.

During the entire live broadcast, you can also insert course recommendations related to hot topics to trigger discussions among students. After the live broadcast, you can also guide users of the live broadcast room into relevant communities for follow-up discussions and publish some pictures, courseware, videos, etc. used in the live broadcast.

The above are the 4 steps to plan a hot marketing campaign. Through this wave of simple operations, education and training companies can easily leverage the brand communication power with the help of hot spots, and make a high-conversion, high-precision live broadcast to increase brand exposure and platform activity.

Author: luna peach

Source: luna peach