It is an indisputable fact that the acquisition cost of teaching and training institutions is getting higher and higher. Not only the acquisition cost is getting higher and higher, but also the number of students can't get up all the time, resulting in some small and medium-sized teaching and training institutions barely surviving. If you don't spend a lot of money to enroll students, you can only face bankruptcy; It is thankless to spend a lot of money on enrollment, and you can't make money by throwing away the cost. In the case that the course price cannot be fundamentally changed, the teaching and training institutions should either try their best to reduce the cost of obtaining customers or try their best to increase the number of students enrolled. At this time, many teaching and training institutions began to explore the gameplay of "private domain traffic" just like grasping straws. The rise of private domain traffic is actually a change from the traditional traffic harvesting thinking to the refined operation thinking of reserved users. So, do teaching and training institutions need to operate private domain traffic? And how to operate private domain traffic? Below, we will combine the characteristics of private domain, the portrait of target customers of teaching and training institutions, and the construction of private domain traffic to make an overall analysis. First, the characteristics of the private domain The private domain is natural relative to the public domain. The public domain usually refers to Internet platforms such as Taobao, JD.COM, Weibo, Tik Tok, Car Express, etc. , on which enterprises need to spend money to buy traffic; Private domain refers to self-operated APP, WeChat official account, personal micro-signal, WeChat community, applet, etc. It is a "privatized asset" of an enterprise, which can be reused freely and can be arrived at any time without paying. Moreover, as the main consumer groups in society become more and more Internet-based, private domain traffic has become an important way to influence users' consumption behavior. Either you were planted with grass in the community, or you placed an order in the live broadcast room. Consumption is no longer a one-way business. Among them, the growing influence of private domain traffic is mainly manifested in four points: 1. According to the survey data, the penetration rate of private city contacts such as WeChat Eco and enterprise self-operated APP in China has reached 96%. In other words, 96% of China people can reach it through private domain, and the summer coverage rate is almost close to 100%. As long as there are mobile phone users, it is inseparable from the private domain. 2. Users are sticky and easy to get used to. Domestic consumers spend an average of 6 hours a day on their mobile phones, while their average daily time on personal contact is 1.5 hours. It can be seen that many people around us, especially young people, are used to watching live broadcasts, brushing communities, or consulting professional vertical communities before spending. 3. In the survey, 74% of users who have great influence on consumption decisions said that their consumption decisions will be influenced by private content, among which word-of-mouth publicity and dry goods information have the greatest influence. Users are easy to be shared by dry goods in a certain community, whether they report courses to their children or buy things. A live broadcast recommendation affects their decision-making. 4. The frequency of user transactions is high. Finally, users have higher transaction frequency in private cities. 79% of users have spent money in the private sector in the past year, of which 45% said they would increase their consumption frequency, and 80% said they would like their consumption experience in the private sector. This is actually related to the trust of users. In the past, the user was willing to continue to buy the same brand because he trusted it. Now only the brand is replaced by a community or enterprise WeChat friend, and users trust the recommendation of this community or enterprise WeChat friend, so they will consume frequently. It is precisely because of these characteristics that private domain quickly stands out from many consumption channels. If we can do a fine operation, private domain will almost become the first choice for many users to consume. Second, the portrait of the target customers of the teaching and training institutions. Then, let's take a look at the characteristics of the portraits of the target customers of teaching and training institutions. First of all, it needs to be clear that the course products belong to the category of high frequency and high customer unit price in all categories. Take K 12 education as an example. A child should not only take part in all kinds of regular courses, but also take part in all kinds of interest classes in one semester. If you think the quality of the course is good, you may choose this institution next semester and in the next few years, but the price of 80 million courses is not cheap either. This product attribute of high business frequency and high customer unit price makes the target customer portrait of teaching and training institutions have the following characteristics: 1. Parents who have a long initial decision-making cycle to enroll their children will be more cautious when choosing teaching and training institutions for the first time, fearing that spending money will delay their children's growth. Therefore, parents' initial decision-making cycle is generally long, and they may collect relevant information through various channels to support their decision-making. At this time, enterprise wechat. Private areas such as communities and official WeChat accounts have become the best channels for parents to understand information. 2. Pay attention to quality and service. When choosing teaching and training institutions and courses, parents pay more attention to a series of follow-up services besides quality. All these need the help of private domain for teaching and training institutions, because in private domain cities, operators can repeatedly reach users anytime and anywhere, which is convenient for users to do more refined operations and provide better services. For example, parents can track and feedback their children's learning situation at any time and inform parents of some changes in the curriculum in time, which can improve their sense of service experience. 3. Higher product loyalty Although the decision-making cycle of parents will be longer in the first selection process, once selected, the subsequent repurchase rate will be high, which is also the place where the teaching and training industry is different from many other industries, and the loyalty of parents is relatively high. If it can be combined with private operation, the repurchase rate will go up several steps. 4. Rely more on others to recommend parents to report to their children, and also rely more on word of mouth, especially the characteristics recommended by people around them. If any relatives and friends recommend this teaching and training institution is good, then parents will most likely report it to this institution. Private domain is the most favorable place for word-of-mouth communication. Parents often share their children's excellent academic achievements in it, whether out of pride or out of the psychology of being a fan, which will play a good demonstration effect for those parents who are still waiting to see. In addition, parents who think this teaching and training institution is good are more willing to share the information of relevant institutions with friends around them. Anyway. Combining the characteristics of private domain and the portrait characteristics of target customers of teaching and training institutions, private domain traffic operation is undoubtedly one of the best ways to achieve growth for teaching and training institutions that are increasingly difficult to obtain traffic. Of course, because private domain pays more attention to refined operation, rather than just changing the traffic carrier, teaching and training institutions need to find a way that suits them and give full play to the real value of private domain. Third, the construction of private domain traffic of teaching and training institutions Finally, from the perspective of the whole operation process, how should teaching and training institutions build and operate private domain traffic? 1. How the traffic load drains the teaching and training institutions is not detailed here. After all, different teaching and training institutions have their own different ways, such as pushing the old and bringing the new, online promotion activities and so on. What is important is that after these flows come in, how should the teaching and training institutions build their own private city flow pool to ensure greater value in the subsequent transformation. First of all, it is certain that the best choice is around the WeChat ecosystem, because no APP can surpass it in the monthly active1.200 million personal WeChat usage rate. Then use personal wechat. WeChat official account, or corporate micro-signal? Corporate WeChat is recommended here for the following reasons: ① The upper limit of the number of personal WeChat friends is relatively low, only 5,000, and the restrictions on adding friends are strict, and the risk of titles is high; There is almost no limit to the number of corporate WeChat friends, which can be continuously expanded. The number of friends added is several times that of personal WeChat. ② The opening rate of WeChat official account is as low as 2%, and there are restrictions on posting and sending messages. Since the enterprise WeChat has been completely docked with the personal WeChat, friends can be added to each other, and the opening rate is over 95%. ③ Enterprise WeChat also has many functions that personal WeChat does not have, such as "session archiving |" and "resignation inheritance |", which can help teaching and training institutions improve their private domain operations. 2. After the operation transformation teaching and training institutions build private domain traffic pools, they need to conduct refined operations on these private domain users. There are many specific methods, but they mainly include the following three aspects. 1) Professional personnel design. One-on-one intimate private chat to do refined operation in private domain, the first task is to create a good personnel design for operators, that is, to create a more specific and recognizable professional image by adding corporate micro-signals to users' friends. For teaching and training institutions, such professionals are even more needed. When parents enroll their children in classes, they often want professional teachers or educational consultants to answer their questions. The purpose of enterprise micro-signal to create professional design is to let users who add your friends know what you are doing at a glance. If there are related needs, users will think of you for the first time. The common professionals in teaching and training institutions are generally "XX teachers of XX institutions", and the company's WeChat nickname bears the company's official logo, which increases the trust of users. In the personal information introduction interface, you can add "focusing on XX subject teaching 10 year" and "winning XX excellent teacher award" to further highlight your professionalism. In addition, there are corporate WeChat avatars and job titles, which can help you build better professionals. After creating a professional design, you will not be regarded as an insignificant customer service staff in the process of one-on-one private chat with your parents. 2) Friends circle management to consolidate users' trust. The circle of friends of enterprise WeChat is also a private scene that cannot be ignored. At present, each user of Enterprise WeChat can send four friends a month, but it can push different content according to different user tags. In this way, while realizing the user's graded and refined operation, it ensures that too many friends circle advertisements will not cause users' troubles and disgust. However, it is more meaningful and valuable for the circle of friends not to advertise activities every day and cooperate with the professionals of operators to carry out targeted operations, such as sharing some knowledge dry goods or pushing some content related to children's learning. 3) Enterprise micro-community operation, multi-directional promotion of transformation When enough users come in, it is impossible to guarantee all one-to-one access, and community becomes the best mode of operation transformation. Prior to this, teaching and training institutions can pull users into the corresponding communities according to different regions, children's age groups and subjects, and operate more efficiently and accurately. In the community, there are many ways to transform the operation, such as publishing course-related information, conducting prize-winning question-and-answer activities, answering questions live to improve the interaction rate of users, and guiding users to sign up for experience classes by sending materials and books for free. There are many ways of community transformation. It is important to ensure the service experience of users in the community, instead of confining users to another place and continuing to do manuscript washing. This is not a private domain operation. 3. User growth Finally, after establishing a private domain comb pool, it does not mean that there is no need to increase users, and it is necessary to contribute your own private domain traffic pool. How to increase users based on private domain traffic? In fact, the way is similar to the past, only because the users of private domain traffic pool are more accurate, so it is cheaper and more effective. For example; The most common recommendation activity is to let old users of private domain forward exclusive links to friends around them, so that incoming users still flow into the private domain traffic pool. In addition, you can distribute all kinds of assistance by sending study materials, free courses and physical books. Grouping activities realize the self-violence change of private domain traffic pool. In short, all kinds of growth models can be combined with private domain to achieve better results. Four. Conclusion In addition to leaving users in the private domain traffic pool, private domain traffic operation is more important in the later refined operation. We should treat each user as a unique individual and gain insight into each other's needs through data, thus improving the quality of each touch. The ultimate goal is to export their own services and values to users, establish a long-term trust relationship, and thus realize the transformation of products. Of course, this requires more investment, but only in this way can we reap the long-term value of users. Regardless of any industry, it is mainly to fight traffic. No matter how good the products and services are, no customers are equal to 0. No drainage, no customer flow pool, no online operation, still waiting for customers to come to the door. It's only a matter of time before it closes! Names are easy to name, with high management cost and low efficiency. There is no upper limit for corporate WeChat friends, and they communicate with WeChat and have corporate brand endorsements. It is the best tool to help physical stores and businesses create private domains. So, how to make good use of corporate WeChat? How to create private domain traffic quickly? How to increase the number of friends of 1000+? It's actually quite simple. With the help of small shop help automation tools, customers can be imported in batches and friends can be added automatically, and the work efficiency of employees can be improved several times or even ten times. Please see that all services can be done again with private domain. Don't miss it! search