Build a systematic private sector growth solution for educational enterprises, and bring practical and reusable planning process and operation methodology for community operation.
For the teaching and training industry, it is a basic customer acquisition mode to enter and re-transform into private sector operation after obtaining public sector traffic. There are not many groups on WeChat.
However, does community mean publishing news every day and advertising regularly? That was a huge mistake. The operation of the community is no less than filming, with scripts, props, lights and so on. After all the arrangements are made, the user can pay the course fee.
1 meta-experience class, 9.9 introductory audition, 19.9 value-added play ... Community operation takes into account the decision-making cost of users.
It takes time. How long does it take to study this course? Psychological cost, what is the value given to users by products? Do you have the right? Can you really learn something? Economic cost, 9.9 package price, or 3888 advanced closed-door package?
With different weights, these three weights are different for users with different conversion paths.
For CEO, time is what they value most; For students, high prices may be unacceptable; In a highly targeted course, whether it is really useful is the most important question.
For some users, these three elements are the starting point for creating community programs.
The user's learning plan includes psychological cost, economic cost and time cost. It needs "effectiveness" after learning, and it needs repeated practice to spend time, use your brain and continue to invest.
Therefore, operators put forward "how to make users feel the value of learning?" According to the scheme described in, perform area analysis on the mass in the conceptual design. How to eliminate a series of concerns of users? These questions.
Community operation emphasizes experiential transformation, the essence of which is to complete one-to-many effective information transmission form, and then through 3-5 days or even 14 days of community experience camp and training camp, self-diagnosis of user problems, stimulation of demand, establishment of lecturer authority and stimulation of brand appeal are carried out.
Are there any courses that can interest others? Because it determines everything behind, it is very important to choose a good course.
Six steps to choose a topic, we should start with these six steps. Six steps: stimulate desire and demand, and tap hidden demand on the basis of explicit demand satisfaction.
Learn interest and self-confidence, and make wrong explanations.
Establish authority and accumulate trust.
Conduct sales promotion.
The formation of product values and the proof of income.
Charging behavior and sales policy.
Mastering the method of topic selection is not foolproof, and there are still many details to be paid attention to in actual operation.
1. List the sales demand, products, services and key points, mainly including.
Different users have different appeal points and main attack directions.
2. Set the hook, so that users can gain a little and have a continuous sense of expectation.
At different time nodes, set up corners that attract users' continuous attention, so that users can feel the continuous results.
3. Repeat the main pain points every day, with different pain points every day.
The pain points are also targeted, set for each user, prevent users from resigning, and continue to pay attention to the course.
4. The community atmosphere is active, interactive, topical and popular.
Strengthen communication within the group.
5. Strong trust: pay attention to users' emotions with rational and emotional stories.
Only the sun experience camp makes people feel bored, and it needs a perceptual story combination, which is more in line with human nature.
6. Establish a sense of ceremony, commitment and gain.
The sense of ceremony is accomplished through posters and speech skills.
This sales model is called "ripple sales model".
Gradually build momentum, reach a climax, and combine these points to achieve the best results.
Gradually increase the volume.
Preparation activities often need communication and coordination, and any activity planning can not be separated from these five elements.
Personnel, how to arrange division of labor?
Resources and resource lists should be designed according to the timeline.
Content and materials.
Site content arrangement and material preparation.
Props, selection of live broadcast platform, ways and means of nuclear fission, etc.
Time, opening hours, timetable.
Large-scale community projects involve fission. Traditional poster forwarding has only one fission level. In order to bring more users, it is necessary to set up multi-node and multi-level user fission.
Multi-stage fission to gain more users
Before implementing an activity, all parties have a good idea.
With the target sales, the number of construction groups, the number of people, the number of transactions, the customer unit price and other data are reversed.
Community data has a large granularity and needs to be decomposed more carefully. In addition to the information of ordinary users, channels, conversion rate, new number of people, entrance traffic value, etc., it is also preferred to refine it to daily increments for more accurate ROI calculation.
Here are three specific formulas for reference. Personnel cost: basic salary (3000 yuan/month), sales commission (step commission 15-30%/ month), business gross profit margin (40-50% business assumption). Trading user 100, registered user 330, WeChat user 3300, leaving messages by phone every day.
Acquisition fee: download registered users, 20-23 yuan/person.
ROI- Hypothesis 1: Enter the official account article of WeChat, add 300-500 people (pessimistic estimation), add 800 people (optimistic estimation), add conversion rate 10%, target conversion rate 30-80 people, sales revenue) 24,000-800,000.
Roi-suppose the reading volume and input cost of 2: 10000 is at least 8000 yuan, which seems to have a profit of 25% at present. Within the allowable range, the cost of reading once needs to be reduced to about 0.8- 1.2 yuan and 0.3-0.6 yuan/reading.
Every time you plan a new project, you must first make an assumption, and use this assumption to decompose data indicators and conduct growth experiments.
"Always bring new tricks" is the routine operation of private domain traffic, and forwarding posters is the most basic practice.
However, there is also a lot of knowledge.
Taking old users is actually a way for old users to acquire new users, and it is very important to mobilize and convey the enthusiasm of old users.
The design of the poster is also a bit "scheming".
The user's spokesperson.
Let users directly endorse products and forward comments.
Just a poster of a Zhang Qifa user.
Make personal posters for new users, improve the sense of honor and encourage forwarding.
Rely on brand power and values to influence learners, and forward them with a recognized attitude.
First of all, we should unify users' thoughts, stimulate value resonance, satisfy their motivation of self-realization, let them feel the demand strongly and let you do meaningful things together. When everyone completes a mission together, it will bring value to more people. In addition, it is best to add meaningful triggers.
In many ways, this is actually McKinsey's MECE law.
Tip: MECE analysis method, collectively referred to as exclusive exhaustion, means "mutual independence and complete tolerance" in Chinese.
In other words, a major problem can be classified without repetition or omission, thus becoming an effective way to grasp the core of the problem and solve it effectively.
All project committees and input factors play an important role.
Capital and talents are important factors of production. In order to use and buy them more effectively, we need a global perspective.
Only global unification can improve efficiency, from the input factors of production to the production of profits.
In the past, many enterprises and platforms had a misunderstanding that the continuous introduction of new products could drive sales, but after calculating an account, it was found that this was not the case.
The total performance of case comparison sales is the income level calculated according to how much sales each person brings each month, so the income level of a company can understand its income structure by decomposing these different factors.
Different important indicators also lead to different results. At this point, you need to understand the basic logic of ROI calculation.
ROI= revenue/cost * 100% cost includes resources such as time and money, which can help decision-making.
When checking out, we should evaluate the performance and value of the department, whether a thing is worth investing, and carefully evaluate the growth of new business.
Growth is directly related to investment, and all large-scale growth is accompanied by the increase of large-scale cost budget.
Know yourself and know where to spend your money, and you will naturally get more returns.
In fact, it is a problem of business resource allocation efficiency, which maximizes the value of limited funds, limited manpower and limited resources and seeks the optimal solution under many conditions.
For growth, the three nodes move forward in turn.
First, the growth rate, then the growth scale, and finally the growth rate.
Therefore, after defining the company's profit, what needs to be studied is the method of pattern replication.
It takes time for the real geometric growth to be large-scale, and sustained large-scale growth is the common pursuit of enterprises.
For enterprises in the teaching and training industry, they often choose to increase users in the public domain and increase revenue and users in the private domain.
Private domain income growth x user growth Education and training enterprises should concentrate superior resources on private domain traffic and learn to break through.
Establish your own operating system to ensure that you can retreat after being attacked.
On this basis, the standardized SOP is constructed and repeated.
Under the support of a sound operating system, enterprises can try to draw their own business model map.
Establishing your own user value chain business model is not necessarily a funnel shape or a pyramid shape, but focuses on how your own business model works well within the model, first living within your means and then transforming.
Finally, seven common problems about growth need to be avoided as much as possible.
1, the front is not unified, the opinions are inconsistent, and there is no clear consensus basis.
2. Lack of user thinking and unclear user needs.
3. There is no staged strategy and plan, and there is no staged result delivery.
4. Without internal operational logic, all actions are naked.
5, insensitive to data, basically relying on speculation.
6. Insufficient content, sales orientation and insufficient content production.
7. Seek opportunities for innovation from competition (imitate what others have done, don't do it again. In order to stand out, take the loopholes that others have given up as opportunities).
Every tutor can feel the pain of traffic. This concentrated outbreak of online traffic shows the importance of online channels. Since everyone can't get around it, we are also prepared to do our best to deal with it.
Refined and data-driven operation is the future trend. Combine your own products and models to win and transform customers with better service and meet new challenges.
In order to help more educational institutions and communities acquire customers, the team established 24 reusable educational community cases (1-8).
Educational enterprises imitate the fission growth game of private communities.
(Need private information: community)
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