How to quickly acquire and convert customers through online operations?

The traditional education and training industry has been around for many years. In fact, the profits have been very high for many years. My friend told me that the gross profit could even reach more than 80% back then. Of course, this is no longer possible now, especially after the impact of the K12 education wave from Yuanfudao and Zuoyebang, coupled with this year's epidemic, which has forced online education and training to consider online transformation. The days when young people could easily make a lot of money are slowly gone. Times are always changing. If you stick to your old ways, doors will only close in your way one after another.

It is always like this in the workplace. If you live comfortably, leisurely and leisurely every day, then you are definitely not making any progress. If you always feel uncomfortable and the pace is fast, and you are constantly embracing change, then you must be making progress.

Let me first talk about the problem of online operation thinking:

The difference between online operations and offline operations is that online operations do not have such strict geographical restrictions. In other words, you don’t need to be too obsessed with geographical issues. It’s not that you don’t need to consider it, but you should not always be constrained by this issue and not take action. In my opinion, this is not a problem at all.

For offline operations, you are wherever you are, because the area of ​​your activities has been determined. But not online:

1. In online operations, brand is an issue that needs to be considered all the time. It is very easy to create a brand effect through online operations, which will naturally break through geographical boundaries.

2. Operations are inherently inclusive. In the eyes of an excellent operator, everything is a tool. The key is how you tailor the tools to your needs and combine them appropriately.

3. During the specific operation, add the region if possible, such as the community name. If you can't add it, just don't add it. You have already selected the city when you registered. The current Internet platforms all use algorithm recommendations, and basically they will give priority to recommending information in the same city to you.

Let’s return to today’s question:

1. What are some good ways to acquire customers for online operations in the education industry?

The more effective operating models now are:

1. Short video operations of Tik Tok and Kuaishou

It is definitely possible to do, and it can also help you acquire customers. The benefits of Douyin are getting smaller and smaller, so hurry up and do it. But I think it is easy to do English for children. For example, find a good-looking mother and a few cute babies, and your fans will increase rapidly.

If you search for "children's English" on Douyin, you can find a lot of accounts, many of which are doing well. I am still single and have no children. I don’t know the needs of children today, so it is unrealistic to ask me to help you find a practical and feasible solution. I can only tell you the ideas and direction.

1) You choose the 10 best accounts you think, based on the number of followers, video interaction effects (likes, comments, reposts), window construction, etc.

2) Analyze why they are doing well, analyze their positioning, topic selection, creative ideas, etc., and find out the commonalities;

3) Analyze their popular videos and find out what creative ideas they used;

4) Imitate and do it for a month first, and you can directly adapt the popular videos;

5) Start to innovate and reposition your own style after three months;

If you stick to Douyin, you should be able to do it.

2. WeChat public account

I don’t recommend you to use Weibo, but you can consider using WeChat public account. You can’t just run WeChat official accounts, but you have to operate the WeChat ecosystem, which means you have to build WeChat official accounts, communities, personal WeChat/corporate WeChat, and video accounts. I know this is difficult, so you can take it slow.

WeChat is the largest IM now, and your target users are using WeChat every day, so you can’t escape this.

Regarding the operation of WeChat public accounts, it is also necessary to operate from the following perspectives:

1) The positioning of WeChat public accounts, that is, the issue of personality;

2) Content selection, that is, the types of content you publish every week, should be controlled within 3 types, for example, you can create from several angles such as knowledge, children's growth, information, etc. (You can study the details)

3) Content construction: It is important to ensure that there is enough original content;

4) Event Operation

3. Zhihu

People who like to use Zhihu are still relatively high-quality users. Zhihu has a lot of content, topics, and circles related to children's English. If you can accumulate 100,000 followers on Zhihu, it should be of much higher quality than 100,000 followers on Douyin, and it will also be of great help for later conversions.

To operate Zhihu, you need to keep producing content, even every day, which is actually not a simple task. If necessary, you can even arrange an operation to go all in on this and get results. Of course, the prerequisite is to have professional knowledge of children's English, otherwise the questions will not be answered to the point and it will be impossible to gain fans.

4. Community Operation

This has to be done no matter what, as I will explain when answering your second question.

5. Other vertical platforms for children

You can check iResearch data to see which platforms can provide you with operational ideas.

There is no doubt that the community is definitely suitable for your industry. Your thinking is too limited to offline operations and too restricted by your previous operational ideas.

Community operation is also divided into four processes: attracting new users, retention, activity, and conversion.

1) New customer acquisition phase:

It is mainly about the operation of seed users. You can pull the users you have accumulated offline in the early stage into the online community. You can also build some communities when doing offline activities. The key point is that you have to find some high-quality users. This is the key.

First, you need to pick out the best quality users among your existing users and build a separate community.

You also need to use some online methods to find more high-quality users. For example, you can go to Douyin, Weibo, Zhihu, Xiaohongshu, etc. to find some kols. Don’t be too limited. People from all over the country will do. Why only look for those in your county? How many kols are there in your county, or even city? The purpose of kol is to improve the level of the entire community. Later on, you will need to create some practical content, live broadcasts, etc., which only kol can do.

In addition, you can join some existing children’s QQ groups and WeChat groups and find some good users. In addition, you can also get involved in the local children's education circle and meet many high-quality users.

Furthermore, your WeChat official account, WeChat ecosystem, Douyin, Zhihu, etc. can originally guide users to and from the community, and many users can be directed to the community.

The key to seed user operation is not the number of people. The more users with poor quality there are, the higher the operating costs will be, and it may not be effective. Quality is the first priority.

The fission you mentioned will be difficult to achieve in 2020, and you may attract some users of extremely poor quality.

2) Retention stage:

The basic infrastructure of the community, including group name, group rules, administrators, announcements, tool selection, etc., must be done well.

3) Active links:

This is the most important point. Many companies focus on attracting new users and conversion when building communities. They will do anything to attract new users and quickly reap the benefits. Communities have come a long way with so many dead groups and users are tired of them. This is all because of these companies messing around and ruining them. If I were Zhang Xiaolong, I would also ban WeTool and add more restrictions.

The conversion rate of being active and not being active may differ by more than 3 times. The key links to community activity are:

People: administrators, KOLs, and active users;

Content: This means what the group should have, such as practical knowledge, jokes, information, business interpretation, etc. Who will solve these problems? kol production, administrator organization, and operation staff production;

Activities: red envelope activities, check-in activities, check-in sharing, raffles, guessing games, voting, essay competitions, etc. Choose the activity model that best suits your community and stick to it, such as holding one event every week. Keep doing it and you will find surprises.

Offline activities can be linked with online activities, for example, initiated online and held offline, so that more people can be attracted.

Interaction: Who will organize the topic discussion within the group? administrator. Who will set the pace? Active users set the pace.

4) Conversion stage:

The purpose of creating a community atmosphere is to establish a sense of trust among users. Imagine if there are many kols, administrators and some awesome people in the community, users can learn knowledge, participate in activities, have people to take care of them, and make many good friends. Will he quit the group? Obviously not.

In this case, if you continue to promote your business, for example through activities or articles, your conversion rate will naturally be high.

The key to community operation is how to design the entire set of gameplay and processes. Region is not an obstacle. When you build a community, you will naturally give priority to local areas.

Author: Class

Source: Leileitalk520