Online traffic generation and publicity skills for training institutions!

When we do online promotion, we often say how "great value" our courses are. But does the value you promote match the estimated value of your courses after parents experience them? Are you really getting the most out of the course? Let’s discuss it today.

Before talking about this topic, let me first talk about a concept: emotional account . That is, when a man and a woman are dating or married, they both have a virtual emotional account. Every time you do something heartwarming for the other person, it is equivalent to depositing money into this account, and every time you "make trouble" and make the other person angry, it is equivalent to withdrawing money from this account. Only when the two of you continue to deposit "money" into your account will your love become stronger and stronger.

I think the same is true for K12 training. Especially in the lead generation stage, we are in a love relationship with the parents. As the leaders, only by continuously depositing money into the "emotional account" will parents feel that it is worthwhile to cooperate with us. So, in concrete terms, what should we do?

Let’s take dating as an example. When will a girl feel that her boyfriend’s image is “full of glory”? How do these reflect the relationship between training institutions and parents?

1. My boyfriend says "I love you" every day

Mapping: Training institutions need to externalize the results to parents

As we all know, women are more sensitive and fragile. They need men to constantly give them "I love you" signals in order to feel safe in a relationship.

This mentality is similar to that of parents, because training is a long process and it is difficult for parents to perceive the effect in a short time. In addition, the possibility of parents' participation in the training process is relatively low. These two factors make them lack psychological security. At this time, we need to actively and frequently show some quantifiable and visual indicators to parents so that they can trust us.

Methods of externalizing effects:

1) Blackboard display

I am the brand manager of School Butler, and I have previously interviewed Nanjing’s leading institution, Shu Ren Education Group. Chairman Cui Hengbin shared with me that Shu Ren pays great attention to students' blackboard writing. Even when taking online classes during the epidemic, teachers will remind children to write on the blackboard in real time, and require children to show their blackboard writing in front of the camera in the middle and at the end. Only after passing each step can they proceed to the next link or end the get out of class.

Let’s take the example of Xueersi Online School. After parents sign up for Xueersi’s lead-generating course, they will receive a textbook that is synchronized with the class content. When the teacher is teaching, the children will be reminded in real time to follow the teacher to take notes on the blackboard. After class, an activity will be initiated in the parent group for students to post their blackboard notes and check in. Students who insist on checking in can receive corresponding prizes. The purpose of this activity is also to show parents the effectiveness of their children’s classes.

This method is also more suitable for junior and senior high school training subjects where parents are less involved.

2) Evaluation results, rankings, etc.

For example, when my daughter took the Xueersi lead-in class, there were assessments before, during, and after class. Before and after class, there were multi-question assessments, and during class, the class was divided into multiple parts. After the knowledge points were taught, there was an assessment in each part. The teaching assistant will send the assessment results and rankings to parents privately or to the parent group in real time.

The rankings and evaluation results released by teachers in the parent group

Some principals may wonder, maybe it may be easier to externalize the effects of cultural subjects, but what about quality subjects such as dance, piano, and taekwondo? You might as well use the following method.

3) Let children be “teachers” to parents

Let the children act as little teachers and lead the parents to complete today's exercises. I once served as a "student" when I signed up for Youdao Ledu's induction course. After the child finished learning this lesson independently, she needed to draw a mind map and tell her parents about it. I was shocked at the time. First of all, I didn’t expect a 7-year-old child could learn to draw a mind map. Second, my child is usually timid and doesn’t dare to raise her hand to answer questions in class. Now that she can start practicing "lecturing", I think her future is just around the corner. So, as an old mother, I shed tears of relief.

An institution in the United States conducted a survey and found that in the process of learning knowledge, if students can teach others what they have learned today, then after 2 weeks, the student's knowledge memory can reach 90%. In other words, this method can not only externalize the effect, but also help students consolidate knowledge, which can be said to kill two birds with one stone.

2. My boyfriend will send me surprise gifts from time to time

Mapping: The training institution provided parents with some services/goods that were not promised before

In love, boys often use some surprise gifts to impress girls. Similarly, during the process of parents experiencing the drainage class, if the institution can provide some services and gifts beyond the agreed scope, it can slowly open the doors of parents' cautious hearts.

For example, when my daughter was taking the Xueersi lead-in class, the teaching assistant would send her some subject materials and learning methods from time to time, which made me feel more favorable towards the institution:

3. My boyfriend often cares about my feelings

Mapping: The institution pays sufficient attention to parents and students and provides personalized services

Everyone has a stage in his heart, and the protagonist on the stage is himself. At the same time, everyone also hopes that others can capture the aura of the protagonist in himself. Many people think that Xueersi has been able to develop so fast because of its strong teaching and research. In fact, it is not the case. During a sharing session, a senior official of Xueersi said: Their secret to success is to give students enough attention.

As a user of Xueersi, I have felt this. During the experience of the drainage class, the teacher sent me private feedback during class:

Feedback sent to me by the teacher

After class, the teaching assistant will give one-on-one comments on the child's homework:

At the same time, I will be given a learning analysis report based on the assessment results:

These actions further broke my heart.

Many principals may ask, is there a fixed review template? It is rather difficult to prepare a study report. Is there any quick way to generate one? Taking School Butler as an example, there is a professional home-school communication tool in the system - teacher-student letter, which comments on children through two channels (dimensional rating + video, pictures, text, voice and other forms).

Here I would like to talk about voice reviews. When I was interviewing the leading steam education institution in Baotou City, Inner Mongolia, the Guide Maker Space, their principal revealed to me that years of teaching experience told him that voice comments are more effective. Because compared with text, voice is warmer and can make parents feel the teacher's enthusiasm. Therefore, their school requires teachers to make comments using voice, and the time must not be less than 45 seconds. Moreover, the principal listens to employees' voice comments every day and gives timely encouragement and guidance to help them better complete their evaluation work.

Assessments and academic reports are also supported in the School Manager system. Star Assessment can be used to quickly generate papers and automatically grade questions. At the same time, the system supports automatic generation of academic reports, which can greatly improve teachers' efficiency.

Finally, I would like to share with you a quote from Chen Rui, CEO of Bilibili. He once said: "In China, too few companies treat users as equal people. If you do this, you will surpass most companies." As for us who work in K12 education, we must not only treat users as equal people, but also maintain the emotional account between us like lovers. In this way, we can safely weather the storm of drastic market changes, maintain a friendship stronger than gold, and grow old together!

Author: Auntie Cai

Source: Auntie Cai