How to achieve fission and conversion in online education courses?

For online courses, the most important operation steps are customer acquisition and conversion. The online courses mentioned in this article acquire customers in a fission manner and achieve conversion by taking over traffic through community operations . For more operation points and details, please see this article~

Recently I discovered an emerging profession in online course distribution, which does not require you to record courses yourself, but only to help others sell courses - course distributor.

After analyzing a free traffic generation course I took at Media Boss Academy, I discovered these three community operation routines.

Selling courses on WeChat has become the current trend in online education. It is not uncommon to see friends forwarding messages selling courses in everyone’s circle of friends! There are generally two types of course posters forwarded in the circle of friends. The first is to fight for a course for yourself and get a chance to attend the course by inviting new friends. Second, make money by selling courses and distributing courses.

1. Two major entrances to paid knowledge traffic: friend circle fission and course distribution fission

1. Get the opportunity to attend the class, the institution requires forwarding to WeChat Moments

As a common trick to attract new users on WeChat, this method is simple and effective and is a method that most organizations like to use. They take advantage of users’ desire to get a bargain by listening to courses for free and induce users to forward their course posters.

Fission path: user scans the code - joins the group - forwards the poster - the next user scans the code - joins the group - forwards the poster again, and so on, providing a steady stream of traffic for their course agents.

2. Earn back the course fees by selling courses part-time

In simple terms, it means promoting the course, and when someone buys it, you get a commission. Basically make money by commission. All you have to do is promote the courses, and you are not responsible for anything else.

This type of distribution is secondary distribution, and legal distribution is consumption behavior that is officially permitted through WeChat.

With the booming development of the knowledge payment market, the cost of acquiring customers is actually rising. However, the traffic from free forwarding is always not as accurate and has less purchasing power than that from paid members, so the existence of course distributors came into being.

2. Accept free traffic and convert it immediately: unmanned community operation

After completing the first-level fission, the next step is to wait for a steady stream of traffic to flow into the organization's private traffic pool. I won't go into the details of the process, as they are all common practices and there are no special details. The following is a three-step process with screenshots of the case attached:

• Step 1: Add the customer service WeChat and ask to forward his poster
• Step 2: Forward the poster and provide them with free traffic
• Step 3: Wait for him to pull you in, join the group and wait to be converted

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This organization has done a particularly streamlined job in this area, which is basically unmanned. All the adding of friends, forwarding of words, and checking of screenshots of Moments are done in one go and entirely by machines. This is the best choice in terms of processing efficiency and labor costs. With high processing efficiency and low labor costs, one operator can do the work of at least ten people.

3. Detailed SOP Community Conversion Process

Next comes the highlight, which is the core step of this free course group. Whether more than 400 users can be converted into paying users depends on whether the conversion operations in the community are carried out in a refined manner, and whether the atmosphere of the group is created to the extreme, cultivating a group of high-quality users who love to learn.

1. Group member recruitment activities

When I joined the group, I happened to encounter an activity organized by the organization to attract new members in the group. The following are the key points of the copywriting for attracting new members:

Purpose: Let more people benefit from social marketing

*Each time you invite 1 person to join the group, you will get 1 point (this group will automatically record it) *3 points can be exchanged for circle of friends artifacts, 6 points can be exchanged for social artifacts, 9 points can be exchanged for practical courses, etc.

The tiered rewards for attracting new customers utilize the group points function. You can collect the corresponding rewards after you have attracted all the new customers. This type of reward is almost a zero-cost reusable prize, and the activity cost is extremely low.

But the real key lies in the difficulty level of this reward. You can get one point for pulling one person, and the starting score for redeeming a prize is 3 points, which means that you have to pull at least 3 people to exchange a small prize from me.

Before you have 3 people, it's all in vain. With this system of at least 1 to 3 new members, if there are only 3 to 10 people willing to do it, the fission speed will be exponential, and you can complete a group of 500 people in a very short time.

2. Community course sales

As for how to take classes in a community, I published an article last year on how to set up a training camp community. You can read that article for details, so I won’t go into details here.

A brief analysis of the class process:

Preview the class time - Actively join the community to welcome the teacher - Teacher's WeChat ID - PPT picture + voice + text course output - Finally, send the teacher off

The entire process was completed in one go, and it was a classic unmanned operation. There were no machine failures or negative comments from group members during the course release. It was a complete and successful community course release case, which is worth learning and replicating.

3. Screening accurate users: Recruiting community staff

After the course ended, the community was not disbanded immediately or users were asked to purchase the next level of paid courses. Instead, they chose to recruit a community operations officer. I have experienced the entire registration process. All I have to do is submit the form and wait for contact. This is an accurate screening of traffic. A group of accurate traffic is selected from the vast traffic pool and can be focused on for training.

This little trick is worth learning, and maybe you can discover the treasure in your traffic pool.

4. Collection Points and Disadvantages

1. Collection Points: Unmanned Operation of Community Fission Transformation and Community Maintenance

The entire process of attracting course communities is basically unmanned. Users only need to wait for the robot's next instructions and enter other people's communities step by step. This process requires a detailed SOP for fission and group pulling, so if you want to learn this process, you need to plan carefully in advance and run the process before you can use it.

2. Disadvantages: Although unmanned operation is good, it is not humane and warm enough

As for unmanned operation, it is indeed good. There is no need to deal with tedious user replies and maintain the community. One template can be used for all customers to ensure a certain conversion rate. From the perspective of work efficiency, this is definitely an excellent process, suitable for large-scale traffic conversion business systems.

However, a community without warmth is just a shell. The shell of a community has no value in the hands of users. Only communities that are built with heart can achieve conversion rates that exceed expectations. This is my experience gained from practical experience. A community that is warm, communicative, and built with care is the one with the highest conversion rate, rather than one that relies on an unmanned machine process.

Author: Uncle Wen himself

Source: Uncle Wen himself