Community fission method in training and education industry!

Training and education are the best areas for social marketing , and of course this is true for all areas involving skill improvement and knowledge dissemination.

Social marketing: socialize first, then close the deal! Or to put it more simply, training comes first, then sales . This is in line with the classic saying of contemporary business management master and founder of Panasonic Konosuke Matsushita: Our company is engaged in training and sells electrical appliances by the way. All social marketing needs to focus on grasping the hidden needs of consumers, giving priority to providing valuable information and solutions, and selling products in the process of helping users answer their questions.

Social marketing is the most advanced sales method in the world. Customers not only pay you money, but also call you teacher.

Therefore, if you want to do a good job in community marketing, you must play the role of a "good teacher" no matter what. People from all walks of life who are interested in community marketing basically rely on the role of "teacher". The training and education industry itself is already the role of a teacher and naturally has incomparable advantages.

The education and training industry is an industry with relatively low entrepreneurial barriers and a very high elimination rate. The current education and training industry is fundamentally different from previous marketing and operation methods. The previous marketing of the education and training industry was centered on student sources, and usually adopted models such as school-enterprise cooperation, sales meetings, and ground promotion. However, the effect is becoming less and less obvious, and the cost investment is still relatively large. A typical example is Web English, which went bankrupt last year. Due to high rental costs and marketing expenses, its stores across the country closed overnight.

The marketing model of the training and education industry has changed to: online education to attract people and offline training to make money.

1. Online education has become the most core customer acquisition model. First of all, we can see that the decision-making costs of users are getting higher and higher. After all, what if it takes time to take your children to a trial class and the effect is not good? What if there is forced consumption on site? Therefore, it is increasingly difficult for customers to make decisions without any understanding. Therefore, it is particularly important for both parties to establish a certain basic understanding through online education in advance.

2. For online education, the best media form must be social marketing. However, it should be noted that the average customer order value of online education is relatively small and basically not profitable; after all, there is a big difference between the effects of online education and offline training.

3. It is certain that you can make money through offline training. However, online education is a prerequisite and a stepping stone to attract customers to the store for training. It is even more important for those training institutions that are not so famous.

The training and education industry is the industry that best represents "social new retail". It has fully realized the coordination of online education and offline training, which together constitute the basic service model of the training industry. It should be noted that the current pure offline training industry is no longer easy to do except for New Oriental. On the one hand, the economy of physical stores is basically sluggish; on the other hand, the traditional customer acquisition model has little effect. Without online education training institutions, customers will continue to leave.

Therefore, the marketing logic of the training and education industry is very simple: community marketing + online education to circle people for basic education, and then transform it into offline training business with high customer value. This is the basic logic. Of course, there are also some relatively single institutions that only focus on online training, such as Xiaobu Online Early Childhood Education and Nian Gao Mama, two core representatives, because they have the ability to increase the average customer value, or customized child education plans, or maternal and infant e-commerce, relying solely on online knowledge sharing without the guarantee of average customer value.

When you understand this business marketing logic first, the next question will be relatively simple, that is, how do training institutions attract people?

In this issue, I will share with you a very effective trick commonly used in the training industry, called the "super bait fission method".

1. Super bait: focus on packaging, desire and impulse.

I have talked about this a lot before. Super baits include two categories: one is low-priced products, and the other is paid online courses. There are also two points in packaging techniques: one is to appropriately highlight the price, and the other is to describe the value of use to users. Generally speaking, the super baits in the training industry are relatively simple and very easy to create. The most common example is electronic data.

Of course, this electronic material must be a necessity and must be packaged appropriately, such as the new semester preview material package worth 498 yuan.

Try to use things that are in urgent need as super bait. Regarding the packaging standards of super bait, you can use the AB testing method, that is, invite a few people around you or loyal customers to test it to see how willing they are to get it. If they all want to get it, it proves that the basic requirements are met. Of course, whether the super bait is attractive also needs to be set according to the activity fission rules, because users will evaluate whether the operating costs and benefits are equal, but the most basic attractiveness is the basis.

2. Activity rules: forward the copy + fission poster to your circle of friends and class group.

How to carry out fission effectively? In fact, the answer is very simple. Your potential users are around your existing users. Just find a way to let them introduce you to each other. Therefore, the most appropriate solution is to use WeChat groups for infinite fission, that is, to make full use of the friend circles and WeChat groups of existing users and let them take the initiative to carry out publicity and promotion.

Why does this place use groups instead of adding friends directly? There is actually no special secret.

① Reduce the risk of WeChat account being blocked. The upper limit for passive addition is only 320 people per day, and there is no live code tool for this.

② The infinite cycle stimulates the possibility of community fission and reduces users’ vigilance.

③ Timely interactivity to create a lively atmosphere and encourage others to participate in the event.

④ Fission users can be diverted in a timely and more accurate manner, which facilitates more accurate course recommendations in the future.

3. Marketing materials and execution: fission posters, cloud control software.

Event marketing materials, including copywriting + fission posters, give you an example:

【New semester course preparation group】

Join the group to receive a new semester preparation package worth 498 yuan + an English training camp course worth 298 yuan.

【Join the group to get tasks】

① Send the following copy and fission poster to your circle of friends and a class group, and take a screenshot after 15 minutes.

Copy content: This group can receive the 2019 new semester preview courses for primary and secondary schools, including a full set of electronic textbooks, key knowledge points and learning methods, allowing children to get a big step ahead during the holidays. It is free and highly recommended.

Fission poster: The fission poster that packages super baits revolves around these two super baits. As for other commercial information, don’t say anything at all. It’s just pure packaging bait and giving benefits.

②Send the two screenshots back to the group, and it will be approved. You can add the group owner to receive the materials and be added to the new learning group.

Relatively speaking, for complex fission activities, manual operation will certainly be more troublesome. It is recommended to use group control software directly to operate and monitor the group anytime and anywhere. Points to note:

① Be sure to use the live code tool, that is, the code on the fission poster is the live code. Scan it to get the wap page, and then choose to join the group according to the class.

② Welcome new friends to join the group at any time and remind them to participate in the activities as soon as possible. At the same time, those who complete the task must announce the information as soon as possible to create a lively atmosphere.

③ WeChat is set up so that friends do not need to be verified, making operations easier.

④ Newly added customers have a certain degree of freshness, so you must immediately start converting them into members. For example, you can sell a certain course for 9 yuan. Through this form, you can establish a relationship as soon as possible and then invite them to join the student group.

4. After the event, wrap it up in a timely manner and direct traffic to each other.

Through the above three steps, you can basically identify a relatively high-quality customer group. The entire activity is roughly divided into three groups of people: those who joined the group but did not participate in the activity; those who joined the group and participated in the activity but did not become members; and customers who became members.

Usually the activity only takes two days to execute. If the execution is done well, dozens of groups can be blasted instantly without any problems and operations can be performed on multiple lines. Of course, these groups basically have no activity to speak of. The subsequent ones are advertising diversion groups. Don't worry about it. They don't need any activity. Some valuable content, trial classes, online training camps, and even micro-classes and live broadcasts can be directly promoted and supported by volume and leak marketing. That's all. Just focus on providing good services to the member groups.

This training industry has a set of basic methods for community fission that are commonly used and very effective. It is also the most basic and necessary fission skill, and of course it is suitable for all community operations centered around the role of teachers.

There are several points that require your attention during the entire fission activity:

1. Live code function of WeChat group. Currently, WeChat has relaxed the restrictions on scanning QR codes to join groups, from 100 people to 200 people.

2. The packaging of super bait is the key to the success of activity fission.

3. Make timely announcements and @new friends in the group to create a lively atmosphere.

4. Automatically clean up user quality and do a good job in user labeling and member conversion. The most difficult part of community marketing lies in transaction, and the member users are the final objective standard for judging the activities.

In this issue, I will share with you the community fission methods commonly used in the training industry, and provide practical instructions, hoping to help the training industry to understand the basic context and framework of the training industry. The three most core issues in social marketing: How to attract people? How to fission? How to close a deal? It is actually not difficult to attract people and generate fission. Of course, the core lies in the transaction link, which relies more on the efforts in the communication link.

Author: Social Marketing Fission Practice

Source: PR Home