In the face of the great test of the epidemic, how can educational institutions focus on online marketing and promotion?

The sudden outbreak of the pneumonia has brought a "big test" to the vitality of domestic educational institutions. Millions of offline small and medium-sized educational institutions have entered their "darkest hour" with a precipitous drop in revenue, loss of old customers due to refunds, and future operational difficulties; while online institutions, which are taking advantage of the trend, are also facing new challenges in how to quickly improve internal collaboration and efficiently achieve customer conversion.

In the dual situations of "shutdown" and "outbreak", a large number of educational institutions not only actively supported the "war against the epidemic" by spontaneously donating money and materials and providing public welfare courses; at the same time, they innovated and became "pioneers" in the rapid development and transformation of online education, and successfully achieved substantial "growth" with the support of Tencent's full ecosystem products. How can online institutions take advantage of the momentum, and how can offline institutions fly against the momentum?

A case study on improving online education efficiency

1. Online full-category education brand A

Online teaching is a responsibility and a decisive strategic layout

Brand A, which has been engaged in online education for more than thirteen years, took action to fulfill its educational responsibilities and obligations at the first moment of the epidemic, offering free "gift packages" of selected online courses, effectively promoting the popularization of online education to users in third- and fourth-tier cities, and ensuring that students from all walks of life across the country can "stop classes but not stop learning" during the long holidays. In addition, in order to ensure that the students' teaching progress is not interrupted and the experience effect is not compromised, Institution A does its best to allow teachers who are subject to traffic control to teach live at home, providing students with the opportunity to accumulate their knowledge and even the possibility of overtaking others.

Build corporate community traffic and improve conversion efficiency

In order to efficiently accumulate the company's private domain traffic, Brand A chose to follow the official account as the main advertising delivery link. Through automatic replies and tweets after following, and the company's WeChat customer service taking over, it established a community and formed a student sharing and communication group. During this period, collect interested user forms or guide users to place orders to purchase a 9.9 yuan live experience class to achieve customer acquisition conversion.

By returning the back-end registration/order data through the API, deep bidding is performed to obtain more accurate traffic, and the back-end conversion of brand A is rapidly improved, achieving dual guarantees for cost and payment. Compared with the previous year, the cost of attention has dropped by 15%-20%, and the cost of filling out forms has dropped by 10%, allowing us to gain an advantage by taking the lead during the period of increasing traffic.

「Follow the official account + automatically reply to guide adding corporate WeChat customer service」

2. Online Programming Institution B

The opportunities behind “Long Vacation, Staying Home”

The combined effects of the Spring Festival, long holidays and the epidemic have led to the phenomenon of "long holiday, stay-at-home" lifestyle in which users are highly active and spend a long time online. Browsing social media has become the main way for more people to obtain information, and Moments, public accounts, and mini-programs have become "must-haves" in life. Company B, an online programming education company suitable for beginners to learn Python, keenly seized the opportunity of the rapid increase in online education traffic and penetration rate. From January 31, all employees quickly engaged in online office, providing students with high-quality teaching services in a timely manner and offering options for users with strong learning needs during the long holiday.

Only by finding the right traffic entrance can we tap into the potential of traffic

Organization B has always been highly sensitive to WeChat traffic. In order to seize the traffic opportunity and fight the first battle of post-holiday investment, Institution B adopted a rotation system during the Spring Festival to maintain account activity. Open the growth portal from the circle of friends and gain the attention of a wide range of potential users to quickly tap into the sales potential. By leveraging the "early bird" sensitivity, the cost of acquiring customer attention has been reduced by 20-25%, and the cost of placing orders has been reduced by 10%. The brand has achieved effective monetization in the short term at low cost, and has also accumulated a "traffic pool" for long-term development.

「Welfare special price guide click to follow」

Second, offline education transformation online case

The epidemic has brought about a boom in online education, but it does not mean that the offline education market is bleak. "Live bravely" is not only a belief in survival in the eyes of optimistic people, but also the driving force for Ling Han's transformation.

1. Offline K12 C institutions

Following the policy layout online is not hedging, but following the trend

Institution C has been engaged in offline education for many years. After the state issued a series of regulatory policies on offline education and training institutions in 2018, its CEO realized the importance of switching to online education for the company's future development. He also noticed that children in third- and fourth-tier cities lack teaching resources, but most parents rely on traditional offline education, and online education has been slow to be popularized in low-tier cities.

The sudden outbreak of the epidemic has forced offline courses to be unable to be conducted, and core demand users in third- and fourth-tier cities will seek online channels. Opportunities always come to those who are prepared. The CEO has long required teachers to focus on refining high-quality courses and recording them into video courses, laying a quantitative foundation for subsequent video courses. Therefore, Institution C seized the trend of increasing traffic in online education during the epidemic, and efficiently coordinated internal efforts to sort out some previous recorded courses and upload them to the Tencent Classroom platform. It also selected elite teachers within the institution to conduct live broadcasts on Tencent Classroom to complete the conversion of full-priced courses.

In addition to allowing old students who were facing class suspension to resume their studies, this move also allowed more than 300 students from third- and fourth-tier cities to enjoy high-quality online teaching resources for the first time.

In addition to collecting forms, there are also growth tips

By transforming its previous online teaching model of recorded courses + live courses to online teaching and increasing advertising, Institution C has found growth opportunities. The customer acquisition model of following public accounts is replaced by the previous pure advertising + form filling model to alleviate the dilemma of insufficient back-end sales while attracting fans and retaining them. Then, free trial recorded courses are offered to guide customer conversion. The focus cost decreased by 15-20%, the customer acquisition volume increased by 20%, and the back-end conversion cost decreased by 15%, creating a trend of turning the tide.

「Follow the official account + Tencent classroom teaching」

2. Offline talent agency

Analyze the market status and seek breakthroughs

For offline organizations, are the investments in the overwhelming flyer promotions before the holidays not enough to cover expenses? Many offline educational institutions are facing the severe test of "the most heartbreaking winter vacation in history". D, an emerging all-category quality education institution for children, faces fierce competition in the current all-round online education. It chooses to launch talent courses online for incremental promotion, and specially offers free online learning courses to students from all walks of life across the country, so that they can buy courses through experience and gain recognition, which also makes parents feel more involved in the experience.

Try to innovate the conversion link to win the hearts and accumulate enough reserves for the continuation of the course

Taking advantage of the abundant online traffic, Brand D increased the placement of corporate WeChat links. Through this link, course advertisements were used to guide users to directly add customer service WeChat to join the group to experience free courses, and then marketing guided secondary conversion reserves. This replaced the previous model of following the public account, taking the course, and then one-on-one connection and then joining the WeChat group, achieving efficient communication, improving user conversion rate, and breaking through difficulties.

"Go directly to corporate WeChat customer service + 1 to 1 communication"

In addition to leveraging Tencent's advertising products and capabilities to seize online opportunities, educational institution "pioneers" are also using Tencent's ecosystem products to provide a variety of platform tools free of charge in response to the epidemic, accelerating their online transformation.

Educational institutions can refer to the above cases.

Author: Tencent Advertising Services

Source: Tencent Advertising Services