Promotion tips in the circle of friends in the education industry!

During the Spring Festival of 2020, the outbreak of the new coronavirus restricted the operations of many industries, and the education industry was also severely impacted. On the one hand, all offline courses were suspended, and brands focusing on offline education were temporarily in a dilemma; on the other hand, education bureaus in various regions across the country took turns introducing policies to postpone the start of school. Under the call of "suspending classes but not learning", online courses gradually became a "must-have".

This article shares with you a case study of WeChat Moments placement in the education industry during the epidemic. The advertisement attracted more than 10,000 followers in a single month, and the cost of increasing followers decreased by 35% month-on-month. Let’s take a look at the case details:

1. Brand introduction

Koala Reading is a data-driven education company that relies on cutting-edge technologies such as artificial intelligence, big data mining, deep learning, and adaptive testing. It focuses on the research and development of Chinese graded reading and related educational products to provide students with personalized reading solutions.

During the epidemic period, online traffic increased. Koala Reading used WeChat Moments ads to attract traffic to its own official account, and then improved customer retention through refined back-end operations to build a private traffic pool for the brand. The number of fans attracted in a single month exceeded 10,000, and the cost of attracting fans decreased by 35% month-on-month!

2. Delivery strategy

1. Open up online promotion channels and optimize customer acquisition in multiple ways

Before the outbreak of the new coronavirus pandemic, Koala Reading's promotion focus was mainly offline. However, due to the impact of the epidemic, sales staff were unable to go out to visit customers. Koala Reading decisively adjusted its promotion methods, moved the main marketing battlefield online, and placed advertisements in the circle of friends, breaking the time and geographical limitations of offline promotions and efficiently attracting new customers.

Before optimization of Koala Reading Moments ads

After optimizing Koala Reading Moments ads

In terms of outer layer styles and materials, we tested conventional single-image cards, label cards, label card videos, and 6-grid carousels. According to the test results, the 6-grid carousel had the best effect. At the same time, optimizers prepared dozens of sets of materials based on fairy tales, which were replaced every day. Finally, materials with better click-through rates were selected to form a 6-grid carousel style, which increased the click-through rate of Koala Reading’s ads by more than 50%.

In terms of outer copywriting, in order to make more students and parents understand Koala Reading and make good use of this precious learning time, Koala Reading promotes super value benefits, using copywriting such as "free to receive" to attract potential users, and copywriting such as "only 49 people" to highlight the urgency of the event and encourage users to click on ads.

In terms of urban areas, optimizers recommend that Koala Reading adopt a solid strategy to gradually expand the scale of advertising and increase the exposure of advertising. During the epidemic period, Koala Reading increased the number of cities where it placed advertisements to more than 50, including most third- and fourth-tier cities; in addition, it increased the advertising time from 12:00-24:00 to 24 hours a day to acquire more potential users.

2. Create a closed-loop marketing chain and efficiently operate private domain traffic

The advertiser said: At present, the public's awareness of Chinese language education is insufficient. We hope to use the promotion of WeChat Moments advertising to gather potential users and enhance users' identification with Chinese language education and our brand through continuous content reach and penetration.

Therefore, in terms of optimizing the conversion link of WeChat Moments ads, optimizers recommend placing a public account follow button on the landing page to guide users to become fans of the Koala Reading public account, build a brand private domain traffic pool, and conduct long-term user operations.

Koala Reading landing page, public account follow-up interface and public account diagram

At the optimizer's suggestion, a public account follow button was placed on the homepage of the landing page. After following the public account, users can interact with online customer service and receive free courses, thereby allowing users to settle in Koala Reading's public account, bringing convenience to secondary consumption and long-term decision-making, and accumulating a "traffic pool" for the long-term development of the brand.

In back-end operations, Koala Reading also makes corresponding adjustments to the way it reaches different users, increasing user stickiness through refined content processing. Among them, more popular science articles on Chinese language education are pushed to new users to enhance users' awareness of Chinese language education and Koala Reading; while for users who have followed the official account and downloaded the APP, they have a certain understanding of the Koala Reading brand, and related course links are directly pushed to promote users' secondary purchases and long-term retention.

From the front-end WeChat Moments advertising to attract new users, to the back-end retention and conversion of official accounts, optimizers helped Koala Reading to open up and improve the entire marketing and customer acquisition chain, reducing the cost of attracting fans to the official account from 20 yuan to 13 yuan, a 35% decrease from the previous month.

During the special period of the epidemic, under the advocacy of “suspending classes but not learning”, the demand for online learning has increased, and online education brands have ushered in new growth opportunities. With the help of optimizers, Koala Reading added followers to the brand’s public account through WeChat Moments advertising, improved user stickiness through in-depth content operations, and innovated the marketing conversion chain, achieving good results.

3. Summary of Optimizer

1. During the epidemic, education brands should transform existing course types into online models, launch live courses and recorded courses, and continue learning even if classes are suspended.

2. When designing the outer layer of an advertisement, an educational brand should stick to its own brand characteristics . For example, Koala Reading uses fairy tales as a blueprint to design image materials to attract potential users. In terms of copywriting, it can highlight the strength of the discount, the urgency of time , etc., to guide users to click on the advertisement.

3. Education brands should continuously optimize the conversion link during the advertising process. They can learn from Koala Reading: exposure in circle of friends → click the follow button on the landing page → become a fan of the official account → sedimentation of the brand’s private domain user pool → intensive content cultivation to increase user stickiness, thereby achieving cost reduction and efficiency improvement.

4. At this stage, due to the triple impact of the Spring Festival, long holidays and the epidemic, online traffic is abundant. Education brands adopt a strategy of seeking growth while maintaining stability, gradually expanding the scale of advertising, increasing brand exposure, and acquiring more high-intent users.

Author: Meng Xiaoju

Source: Weimeng Mengju