A guide to private domain live streaming for education and training companies

2020 can be said to be the year of the live streaming explosion. The popularity of live streaming sales has dispelled some of the haze brought by the epidemic. Live streaming is perfectly mixed with various industries, bringing a large wave of traffic and conversions to merchants when offline businesses are suspended.

Many businesses will start by doing live broadcasts on public domain traffic. Simply put, public domain traffic means traffic that belongs to the platform and is shared by all merchants on it, but it does not belong to educational and training companies or individual teachers.

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However, doing live broadcasts on public traffic is like soliciting business on a busy street. Merchants need to shout loudly enough to attract attention (high cost), but users are completely random, so the traffic is not accurate enough and the conversion rate is not high (low conversion). At the same time, it is difficult for merchants to establish deep, continuous and strong connections with users, and they will leave once the live broadcast ends (difficult to retain).

Therefore, if businesses want each live broadcast to have longer-term value, they must build their own online education platform and settle users in their own private traffic pool.

Many small and medium-sized institutions choose the educational SAAS service provider Maker Artisan to build online classes such as WeChat official accounts and mini-programs, and start their own private live broadcasts. This shortens the communication path between brands and users, greatly reduces traffic costs, and because it is vertical enough, the content stickiness is stronger, and the conversion rate and retention rate have also been greatly improved.

So, what should educational companies do to make good use of private domain live streaming?

1. Live broadcast preview + community operation + coupons: increase exposure

If the early promotion is good, traffic is indispensable!

If you want to attract large amounts of accurate traffic with zero investment, it’s actually not that difficult! The key is to do a good job of pre-promotion.

First of all, merchants should start to preview the live broadcast 1-2 weeks before it starts.

Preheat the show through tweets on the official account, and at the same time, place live broadcast notices in the old student community and announce live broadcast activities, such as raffles and flash sales, to attract students' attention in advance and encourage them to forward to their friends. In addition, a pop-up window will be displayed on the homepage of the knowledge store to increase the exposure of the live class and let more students know about this live class.

At the same time, at the live broadcast entrance, users are guided to add the teaching assistant’s WeChat, and users are invited in advance to join the exclusive community for the live broadcast class, and live broadcast reminders and course-related services are provided within the community. Lock users in the community and distribute platform coupons within the community. Even if users miss the live broadcast or do not convert directly in the live broadcast room, they can be guided to make quick decisions and place orders through community interaction + coupon benefits.

2. Live broadcast + invitation ranking + points mall: encourage sharing and fission

Whether or not the live broadcast room can be triggered to split is a key factor in the success of the live broadcast. Merchants can use point rewards to encourage users to actively forward live broadcast content and invite friends to participate, thereby achieving efficient fission and continuous traffic generation.

For example, merchants can announce new rules for live broadcast room invitations: the top 20 people on the live broadcast room invitation list can get points, the top 8 points will be doubled, and the top 3 will also receive great value gift packages. Points can be directly redeemed for courses and physical goods in the points mall.

This can effectively motivate users in the live broadcast room to actively share live broadcast posters to social circles to attract new users.

3. Live broadcast + lucky wheel + flash sale: liven up the atmosphere and improve conversion

During the live broadcast process, merchants can also design some small activities to liven up the atmosphere of the live broadcast room and further stimulate user analysis.

For example, when the number of people online in the live broadcast room reaches 10,000, the merchant announces: if the number of people exceeds 15,000, a lucky wheel draw will be held, and if the number of people reaches 20,000, another lucky draw will be held, and the prizes will be even more valuable, such as laptops, mobile phones, annual VIP memberships, etc.

At the same time, adding some column course redemption coupons, platform 7-day VIP experience cards, etc. to the prizes can guide new users who win the prizes to actively pay attention to the platform, have an in-depth experience, and thus make subsequent paid conversions.

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During the live broadcast, flash sales can be held from time to time in conjunction with the instructor's course content. For example, when the instructor introduces the selling points of a paid course, the teaching assistant can push a limited-time flash sale of the course in the live broadcast room to add a sense of tension and stimulate users' impulse to consume.

Through these three combinations, educational companies can master private domain live streaming, take high-quality content as the core, fully amplify user value, bring in new users through old ones, and continuously obtain high-precision traffic.