Advertising case of “Geshuixue” educational institution!

Due to the impact of the epidemic, the summer enrollment plans of educational institutions in 2020 may break the previous status quo. Online enrollment channels are bound to be more "crowded" than in previous years. How to find differentiated growth strategies in online channels? Advertising promotion is actually a good choice.

Today I want to talk to you about advertising : how to spend the right money, how to get the effect of two dollars out of one dollar; how to quickly and effectively import public domain traffic into private domain traffic (in fact, the cost of advertising is not very expensive, I did some calculations later in the article)

We collected and analyzed information from several leading institutions on the market and found that "Geshuixue" has an excellent understanding of public domain traffic and solution design, and its growth strategy of utilizing investment is quite different from that of other institutions.

Just nine months after its establishment, GSX received US$50 million in Series A financing, which is known as the largest Series A financing in the history of venture capital. With such a fast speed and outstanding performance, many peers in the education and training industry are praising GSX for its good traffic and ability to spend money.

The truth hidden by the voices that "Geshuixue is a big spender" is actually that Geshuixue has a precise insight into public domain traffic and understands the traffic stratification.

01. Hierarchical system of public domain traffic

If a company or enterprise wants to open up the market, it must divert traffic from the public domain to the private domain, and then there will be ways to play with private domain traffic. However, the public domain environment is very large and also relatively messy. Based on the two indicators of channel transmission speed and value, Duanshu classifies channels into a public domain traffic stratification system according to these two indicators.

Advertising is the fastest-acting channel and is suitable for summer enrollment. It should be mentioned here that placing ads on public domain traffic will produce a theatrical effect.

#Theater Effect#: In a theater, when the audience in the first row stands up to watch a movie, blocking the view of the audience in the back row, it will directly cause the audience in the back row to stand up, and even the audience in the entire theater will stand up. For example: in advertising clicks, when a certain keyword is proven to be of high value, other bidders will appear to compete for this high-value keyword, increasing the cost of advertising this keyword.

We use a picture to summarize the more common advertising methods on the market: SEO, CPC, CPM, and CPA. And the differences between these play styles.

Because of the theater effect, the bidding and competition for some gameplays are very fierce, so we recommend that you only do CPA (charging based on the actual effect of the delivery) and CPC (charging based on the number of clicks) during the early stages of your trial, which is relatively low-cost. (There is a cost analysis later in the article)

The CPM advertising of Who’s Teaching not only has content, but also achieves refined operations based on traffic stratification; it helps with online enrollment quickly and effectively. CPM advertising requires certain content planning. Some people think that advertising is a waste of money and has no effect; this is entirely due to incorrect practices.

02. Who can learn how to “burn” traffic?

In terms of investment, although Getuixue is burning a lot of money, it is the only educational and training institution that has achieved profitability while burning money.

How to make advertising more effective? In fact, for educational institutions, advertising is of great significance; it can quickly open up the market and complete traffic exposure with low manpower. As long as the return is greater than the investment cost, advertising is worth doing.

However, for consumers, there are two truths that we have to admit:

• 1. No consumer likes watching advertisements.
• 2. Consumers’ attention is limited, and most advertisements will be filtered out.

For advertising to be effective, channels are important, but conversion rates are even more important. We break down this growth factor into = large traffic x conversion rate. So all you need to do is find a channel with large traffic and plan a plan with high conversion rates.

How does Getui improve its conversion rate? We break down the advertising conversion rate into: advertising conversion rate = ad viewing rate x registration rate.

From the figure we can see that the conversion rate can be broken down into one important first-level indicator: viewing rate. If customers stay on the ad long enough, the conversion rate will increase; the length of effective time is a factor.

Therefore, we classify effective time as a secondary important indicator: effective time . We need to find out what ways and methods can increase the effective viewing time of customers. Therefore, we once again divide the effective time length into: third-level indicators = good advertising content + brand tone.

If customers are willing to spend time watching the ads, they must not be disgusted by the content. How do we define good advertising content? Based on the traffic distribution and population stratification, we believe that content should also have a content matrix to create targeted content and effective advertising content.

03. Don’t make advertising just an “advertisement”

Let’s first look at the advertisements on other platforms. These advertisements are real advertisements and the ones that really burn money. Pushing information to target customers in a very forceful way leads to two fates of traditional advertising: 1. The advertisements will be ignored. 2. Advertisements can bore you.

Effective CPM advertising should be designed in a targeted manner around the different preferences of users in traffic stratification.

Content matrix: Build a content matrix for different customer groups using different contents. For example: For the content matrix of children's English, the focus of early childhood education courses is generally from phonetic symbols, pronunciation, vocabulary and so on. The focus of each stage is different. With different focuses , the content matrix should be built based on such focuses and targeted to customers.

IP index: It is a basic basis for us to judge the quality of the content we put out:

• Idea: Conceptual, whether it can make customers suddenly realize the truth. (The reason behind the popularity of Fan Deng’s reading videos is that each video content provides a conceptual theory that breaks the audience’s original notions).
• Practicability: Practicality can bring changes to life. Let customers gain something small through advertising and feel its practical value.

We intercepted some advertising content that GSX put on the TikTok platform to take a closer look at how the content matrix in their advertisements is built.

The golden three-second rule in video content also applies to advertising content. When customers have the right to swipe away from the ad, if you cannot attract customers within three seconds, it is a failure. The three-second golden rule states that: within three seconds, use the customer’s curiosity or sense of novelty to attract users (IP indicators can be used to detect whether knowledge-based content complies with the three-second golden rule).

This advertisement by Who’s Teaching starts with a child’s question. In fact, most people who have been exposed to English know this grammar, but many people have a blind spot in their knowledge about why ED is used to end a sentence. (Actually solves doubts, practicality) Because END means end, ED is an abbreviated root suffix used to end a word. (New concept) It uses some little-known facts about word roots and suffixes to attract users. It is both new and practical, and then the advertisement of Who’s Teaching is implanted at the end.

This type of advertising content within the GSX’s advertising content matrix: story-based advertising, is a traditional form of advertising. This kind of advertising content is very suitable in combination with special courses. The value point exposed is the price advantage, and the free experience is used to capture a group of customers who just have the need.

From popular science content to drama-style advertising to broadcast advertising, Who’s Teaching’s advertising format takes advantage of traffic stratification and user stratification. Customers have different needs. Some like cheapness, while others prefer professionalism. Catering to customers' preferences increases the probability of content reaching them. The content matrix is ​​a way of presenting advertisements. The personalized content matrix can help Getuixue reach the target users to the greatest extent and achieve the effect of two dollars for one dollar.

Content self-check list

For large-scale educational institutions such as GSX, in addition to considering the conversion rate, their advertisements will consider more brand communication and focus on expanding influence through exposure.

In order to facilitate small and medium-sized organizations that want to make advertising, in this article we have compiled a self-examination checklist for advertising content. According to the directions on the checklist, you can build your own advertising content with high conversion rates.

A good advertising content must take into account both brand elements and conversion rates, so we expand brand elements and conversion rates into four dimensions: value point display, attractiveness direction, conversion strength direction, and brand exposure direction to check whether our advertising content is qualified:

• Is the value displayed clearly? The most direct way to display the value of an advertisement is in the title copy. The title copy should be clear, concise, and unambiguous, and directly tell customers what the value point is.
• Is it attractive: Is the golden three seconds rule cited (extracting the content that can attract customers in the first 3 seconds), visual appeal?
• Whether the conversion direction is strong: whether the content meets the IP indicators, and whether this content can reach different user groups.
• Is the brand direction exposed: Does the content contain brand symbols? What are brand symbols? Three elements are summarized: 1. A classic slogan will make consumers remember you; 2. A fixed background or image shapes the brand; 3. A suitable consumption scenario will touch the target consumers. These three elements need to form a unified style to provide customers with a unified brand image in order to achieve the maximum effect of brand communication.

The threshold for placement is actually very low

Many institutions actually have some misunderstandings about investment. Investment is not a very expensive thing. Take the advertising on Douyin as an example: The short book platform consulted a senior person in Douyin's advertising business, and the quotation for Douyin's advertising was:

• CPC bidding is about 0.6-0.7 yuan (0.6-0.7 yuan per click)
• The CPM bidding is 20 yuan (about 20 yuan for every 1,000 views). The advertising on the Douyin channel is that a user will basically not see an ad twice.

Taobao quotes 4-6 yuan for 1,000 material flyers, but considering the labor cost of 100-120 yuan per day, the cost of placement is actually not expensive. The key is to be able to polish out effective content.

Institutions at different stages have different investment goals. This article hopes to provide some promotion ideas to educational institutions by breaking down the investment ideas of Who’s Who in Education. As for how small and medium-sized educational institutions can achieve growth through investment in the actual market, the Duanshu platform is also collating and analyzing relevant information, and will launch relevant articles for your reference in the future.

Author: Jiawei Oscar

Source: Jiawei Oscar