Private domain operations have gradually become a standard feature of today’s enterprises, and communities have also become a key direction for enterprises to conduct private domain operations. Especially for education businesses, if they can do a good job in community operation , they can easily cold start, attract new customers, and achieve efficient conversion!

Let’s take a look at the main types of communities currently available and how to efficiently manage community traffic and monetization. I hope this will be of some help to everyone.

1. Three major types of communities

For educational businesses, they can start public welfare live classes in the WeChat ecosystem to accurately attract people who are interested and have a tendency to learn, and guide these people into the community after the live broadcast. Since they have the same purpose and strong learning needs, the quality of the community they form is higher.

At present, there are generally three common types of communities: traffic groups, welfare groups, and flash groups.

1. Traffic generation group: The purpose is to increase the number of fans, mainly to receive traffic and prepare for the transition from low-priced products to high-priced products.

Merchants can recommend low-priced course links during live broadcasts to attract users. After users purchase low-priced products and enter the course-supporting community, they can experience the products and services within the community and then convert to full-priced courses, thereby increasing the average order value.

This type of community needs to set up bait and quickly establish links with users. The community content can play a fission role. The following content can be sent in the group:

Welfare activities: sign in to get points, limited-time flash sales, group buying, lucky draws, etc.

Daily topics: morning news, classic quotations, etc.

Fun ways to play: get gifts for recommendations, etc.

2. Welfare group: With multiple conversions and repeat purchases as the main purpose, people who can be converted are discovered in the community based on the user's life cycle, label attributes, habits and hobbies, etc.

Add users to the group and provide free benefits in the group, such as coupons, exclusive flash sales, etc. On the one hand, you can find users who are interested in the course and convert them to full-priced courses; on the other hand, you can find users who are interested in the task of bringing in new users and convert them into promoters. That is, users share their own exclusive course promotion posters. If their friends successfully place an order, the promoter can get a corresponding bonus.

3. Flash group: With rapid conversion as the main purpose, it guides users to complete designated actions and complete the product experience in a short period of time.

Flash groups are very suitable for promotional festivals or brand activities, such as Double 11 promotion groups, new course online limited-time flash sale groups, etc. In addition to publishing platform and store promotion rules, the group can also send the following content:

Gameplay mechanism: solitaire game, grabbing red envelopes, etc.

Promote orders: post orders to win free orders, coupons, bargain with friends, gifts for payment, etc.

Before the community is disbanded, you can send out some red envelopes to thank everyone for their trust and release customer service after the event, such as telling everyone that the event is over and that follow-up services can enter the course service community to give users the best experience.

2. Social Conversion

After building a community through live streaming, you can also use the following 6 methods to truly achieve efficient conversions.

1. Countdown + Order Sharing

Countdown is a common means of social conversion, using the scarcity effect to create a sense of urgency and prompt users to take action.

The specific operation can be to post pictures or texts of the countdown to delisting, and combine it with screenshots of the users’ orders to further enhance the sense of urgency.

For example, community administrators continuously publish data on "registered" users. Every time someone replies, the group owner posts it once, adding new names each time, or the registered users copy the script themselves and send it to the group. Through high-frequency exposure and herd mentality, users are made anxious, thereby increasing conversions.

2. Proof of old user

That is, a real "buyer show", such as inviting old students to share the results of their course studies, or officially displaying students' learning outcomes and performance, etc., to enhance credibility and increase conversion probability.

3. Lucky Wheel

By sharing the lucky wheel to the group, users can be invited to participate in the lottery. The prerequisite for the lottery is to follow the merchant’s official account knowledge store. At the same time, prizes can be set as physical prizes (with certain value and appeal) as well as course coupons, platform 3-day VIP experience cards, free trial classes, points, etc., to induce users to experience courses and use coupons, thereby forming conversions.

4. Limited time group buying

Group buying is currently a marketing method that is very effective and very suitable for community conversion. The underlying logic is to obtain more favorable prices by purchasing in a team, and teaming can minimize decision-making costs and make conversions take effect quickly.

5. Rewards for payment

After the user pays and places an order, the payment gift function will give coupons, gifts (which can be online courses, offline trial classes or products in physical shopping malls) or lottery opportunities to paying users, so as to reduce the user's decision-making time and encourage users to place orders through post-class benefits.

6. Limited time sale

Limited-time flash sales are usually combined with flash groups. For example, if you purchase a course in the group on the same day, a course originally priced at 599 yuan can be obtained for 99 yuan, and it also comes with a one-on-one tutoring class by a famous teacher and a gift box with free shipping.

Attract users’ attention by offering a high-priced course (599 yuan) at a limited-time low price (99 yuan), and then list the free gifts to increase the sense of value (one-on-one, famous teachers, free shipping) to arouse users’ desire to place an order.

Through the above 6 community conversion tips, combined with 3 types of communities, it can help education businesses build traffic conversion communities in a more targeted and efficient manner.

Private domain community operation is a long-term task, but if done well, it can bring unexpected benefits to education businesses. A journey of a thousand miles begins with a single step. If you want long-term and healthy development and build a self-growth closed loop, you might as well start doing a good job in community operation now!