6 ways for education and training institutions to attract new customers

Customer acquisition has always been an unchanging topic in the industry. Many industries need continuous promotion to effectively acquire new customers and form conversions.

The education industry is no exception. Educational institutions need to continuously recruit students and achieve conversions. In this era where traffic is king, the cost of acquiring traffic is getting higher and higher and more difficult, and the competition is getting more and more fierce. So, how should the education industry recruit new students ?

The issue of student sources is a fundamental issue in the education and training industry. Without student sources, there would be no training at all.

Today, I want to share two channels, one is online new customer acquisition, and the other is offline enrollment.

Let’s talk about offline enrollment first. There are several ways to enroll students offline.

01. Ground promotion

With the new campus as the center and the surrounding schools covered by the service as the foothold, ground promotion is carried out during the school hours (parents and students are more concentrated at this time, which is convenient for large-scale exposure and enrollment).

The staff of the education and training institution can hold a week-long promotional event within two hours after school, giving away books, teaching materials, learning gifts, etc., to guide parents to add the institution's corporate WeChat to facilitate subsequent operational conversions.

After adding, free tutoring classes or open classes will be pushed to you from time to time, and the welfare classes will be shared in the circle of friends. There will also be professional teachers to provide auxiliary guidance on children’s learning problems.

(The added WeChat accounts need to be differentiated by school stage, such as primary school, junior high school, etc. After adding, the staff needs to conduct in-depth communication and follow-up, and establish labels and basic user profiles for the added WeChat friends to facilitate further enrollment conversion.)

02. Cross-industry cooperation

Generally speaking, there will be bookstores, stationery stores, etc. around the school. Educational training institutions can cooperate with these businesses, provide them with certain gift support, use their territories for enrollment promotion, and provide certain benefits through related channels if WeChat friends who sign up through their channels.

Alternatively, the education and training institutions can also pay a certain fee to the merchants and allow them to post enrollment posters at the door, guiding users to add the enrollment WeChat account, receive small gifts, etc.

For example, a K12 education and training institution cooperates with a bookstore. The K12 education and training institution can give user students coupons for designated bookstores to guide user students to consume in the bookstore. Bookstores can place conspicuous decorations such as posters, roll-up banners, etc. in the store to promote educational institutions and give out instant discount coupons for registration.

03. Lecture enrollment

Some educational institutions can recruit students by holding community lectures, inviting famous teachers to give speeches, and conducting free educational lectures to attract the attention of parents, thereby recruiting students.

The above three methods mainly focus on the expansion of offline traffic entry channels and exposure efforts. They are traditional enrollment methods and are slow to take effect. However, once the cooperation channels are stabilized, they can also be like trickles that converge into a sea.

Let’s talk about online enrollment. With the rapid development of the Internet, more and more educational and training institutions have begun to transform online and layout online fields, because the coverage of the Internet can let more users know about your platform and can also maximize the exposure of your brand.

So, how should educational and training institutions attract new customers online?

First of all, if an educational institution wants to accumulate online users on its own platform, it must first have an online "receiving place" of its own, in other words, a "private traffic pool". Only by keeping the fish in its own pool can it better carry out conversion.

Educational and training institutions can build online platforms with the help of education SaaS technology service providers. For example, Maker Craftsman, a content payment technology service provider focusing on the education and training industry, has been deeply involved in the education industry for many years, providing technical support for educational and training institutions and educational enterprises, and building online knowledge payment platforms, which have been recognized by most educational and training institutions and educational enterprises.

It is much easier for educational institutions to recruit new students after they have their own online platform.

Let’s take a look at several online ways to attract new customers.

01. Live streaming to attract new users

Live streaming is a common form of life in people today, and it is also loved by many lecturers in the education industry.

Live streaming breaks the limitations of time and space. Through live streaming, more users can see your high-quality courses and your brand can be exposed to a great extent.

During the live broadcast, educational institutions guide users to follow and add WeChat accounts. If your live broadcast content can arouse users' interest, users will definitely stay in your live broadcast room regularly.

The educational SaaS technology service provider Maker Craftsman mentioned above can provide a variety of live broadcast formats for educational institutions and educational enterprises to meet the live broadcast needs of different disciplines and different sub-sectors.

02. Community Enrollment

We often see communities with different themes, such as fitness check-in groups, English exchange groups, etc. Similarly, educational institutions can also recruit students through communities.

For example, an educational institution is recruiting students in a shopping mall, and its target group is parents with children. The institution prints the corresponding group code on promotional posters or roll-up banners in advance to guide users to scan the code to join the group. Then employees can push corresponding courses to the customers in this group to arouse users' interest and sign up for their children.

Similarly, community recruitment is also applicable to the lecture recruitment mentioned above. Place a community QR code at the lecture site to guide people into the group, and then operate based on user attributes to achieve conversion.

03. Marketing and customer acquisition

Setting up marketing campaigns with the help of marketing tools is an important way to acquire a large number of users in a short period of time. Bargaining, help from friends, tools to increase followers, gifts for recommendations, etc. are all marketing tools that can quickly and efficiently attract new customers.

For example, an educational training institution created a new follower-increasing activity with the help of the Maker Artisan marketing tool and generated an activity poster. User A scanned the QR code on the poster, followed the official account, created his own poster, and then shared the poster and invited x friends to follow the official account. When the goal was achieved, User A could enjoy the XXXX benefits mentioned on the poster.

When user A's friend B follows the official account, his or her own poster will be generated. Friend B can then share the event poster to Moments or friend groups, and invite x friends to follow the official account. Friend B can also obtain XXXX benefits.

Through this kind of fission from one person to ten, and from ten to a hundred, the number of fans can increase rapidly, thus indirectly spreading the brand and letting more users know about this platform.

Similarly, bargaining, help from friends, and gifts for recommendations are also achieved through sharing among users. Users have common attributes, and sharing can lead to more effective conversions, and the users acquired are more in line with the target group.

There are thousands of ways to acquire customers, and increasing traffic is always the first step and is extremely important. Attracting new customers is extremely important in any field, not just in educational institutions.

Born from attracting new users, students are the foundation of an education and training institution. Only with a steady stream of users can accumulation-precipitation-fission-transformation-fission again be better achieved.

After attracting new users, what you need to do is retention. If retention is not done well, it will be useless no matter how many new users you attract. User loss is a taboo. While doing a good job of attracting new users, you must also do a good job of user retention. Maker Artisans also have many operational tools for user retention, and the editor will share them with you next time.

The above are a few methods that the editor shared today about attracting new users for educational institutions. By establishing an operation model that combines online and offline operations, the number of users of educational institutions can increase rapidly!