First: the offline channel is enough to feed its students. Many training institutions * * * have various distinguished backgrounds, and they can get enough students through various offline traditional channels. Enrollment is hot, and there is no urgent need for online marketing.
Second: old-fashioned, biased against online marketing. When it comes to online marketing, many training institutions still think that enrolling students through online marketing is deceptive or have great doubts about the potential of enrolling students through online marketing.
Third: I want to do it, but I dare not test the water. Some training institutions regard online marketing as a deep technology, thinking that they can't do it, but they can't afford to hire people, or worry that they won't supervise it. Some people unilaterally equate online marketing with building websites and bidding. I feel that my financial resources are limited and I can't afford to bid, so I gave up the way of enrolling students through online marketing.
Generally speaking, many training institutions still do not engage in online marketing. In the final analysis, there are two points: generally speaking, they are unaware of the general trend of the Internet and lack a comprehensive and correct understanding of online marketing.
Secondly, it analyzes why many training institutions have engaged in online marketing and still have not achieved the expected results. In my opinion, a perfect network marketing system of training institutions should be decided by the correctness of the school.
Bit & It consists of five parts: the planning of courses and services, the construction of marketing websites, the selection of appropriate promotion methods, an efficient customer service conversion system and a perfect data analysis and optimization system. Next, Song Jia is a big one.
Home page analysis.
The first one is unclear in positioning and planning.
Good product+good service+good brand+good team = successful marketing. On the other hand, many small and medium-sized training institutions simply do not distinguish between schools and courses themselves, and lack courses.
R&D departments copy from each other, and the homogenization phenomenon is serious. Self-centered, regardless of the actual needs of students, we still follow the traditional teaching mode of one teacher, one book and one classroom in the last century.
What's more, the teacher's level is low or the service attitude is poor. It has caused great resistance to future promotion and sales!
Second, ignore the establishment of marketing network.
A good website is a good facade of a school on the Internet and a talking gold medal "salesman". Many schools often consider how to get customers on the website, and never realize whether the website can retain customers. The page design is rough, the content is simple, the key information is missing, the content is not updated for a long time, and the user experience is poor. Turn around at a glance, wasting a lot of promotion expenses.
No matter how much money the enterprise spends on advertising and how superb the promotion means are, the amount of consultation still depends on the quality of the website page. That is to say, whether the customer trusts you or thinks you can provide him with a solution. A junk website without marketing power will inevitably greatly affect the website conversion rate, waste a lot of promotion expenses, reduce profits, and even make schools make ends meet.
The third network promotion lacks strategy, and the way is simple and rude.
Performance 1: I think building a website is network marketing.
Performance 2: Long-term promotion strategies and promotion methods are not formulated in combination with users' habits, enterprises' own situation and industry situation, blindly following the trend and lacking in execution. Colleagues are bidding, seo, and we must also do it. Today, WeChat is online. Just sign up for WeChat WeChat official account. After doing it for a few days, I found that it didn't work, so I gave up and explored other "effective promotion methods".
Performance 3: the promotion method is simple and rude, and there is no skill at all. For example, bidding is to push the price too high and never consider improving the ranking by modifying ideas; Seo is to keep sending out the chain; Wechat keeps advertising on public and personal accounts. ......
Many enterprises ignore the positioning planning and marketing website construction, and their promotion ability is low, which leads to the embarrassing situation that the website has no traffic, no traffic conversion or less conversion. As a result, enterprises continue to burn money in the fierce competition in the Red Sea, which is miserable. Complaining that online marketing is invalid, Baidu is deceiving. Song cries foul for Du Niang!
Fourth, the sales conversion ability is weak.
Finally, someone consulted, and there was something wrong with the sales link: the customer wanted to consult, but the website lacked an online consultation system, wanted to make a phone call, and no one was on duty to answer it, so that users who wanted to consult could not contact us.
And a huge promotion cost is wasted; Finally, I answered the phone, and the online customer service/sales staff had poor service attitude and low professional quality, which led to a large number of high-quality and accurate resources that could not be transformed. (Sales in enterprises)
Needless to say, the role and position of the company are all related to sales knowledge, so this article will not discuss it. )
Fifth, lack of business analysis system and data awareness.
Everyone must speak with data except God. Data is the most reliable partner of enterprise operation, but many enterprises lack a complete set of data analysis to find problems, solve problems and avoid problems through data.
System. For example, the network director doesn't know how much he spent this month and how many hotlines he brought; The consulting director is not clear about the door-to-door conversion rate and signing conversion rate of the hotline. Therefore, it is impossible to find problems and solve them.
Sixth, there are problems in management, which makes it difficult for enterprises to recruit people, and it is difficult for talents to play their role and drain.
1) The salary system is unreasonable: the importance of online marketing talents is not fully realized. Many enterprises, even some enterprises with relatively perfect salary systems, equate online marketing personnel with ordinary employees, which has great contribution, heavy workload and great influence, and then the salary is low, the commission is small and the time is long, which will inevitably lead to brain drain.
2) I always want to be empty-handed: I always say that online marketing saves money. Many enterprises hope to establish a huge and comprehensive network marketing system by recruiting 1-2 network marketing personnel, and it is best not to spend money. Instead of providing necessary conditional support, it sets an unattainable KPI for network marketers.
3) Bosses and marketers can't be consistent: Bosses always ask online marketers to work according to their own wishes, while online marketers think that bosses are laymen leading experts, which will bind their own work and will definitely lead to conflicts over time.
4) Some enterprises or institutions have complicated or chaotic management and serious selfish thoughts, so it is difficult to cooperate with online marketing. They think that publicity and enrollment is the business of their own department of online marketing, and it has nothing to do with me. For example, the poor conversion rate of sales staff will dampen the enthusiasm of marketing staff over time. Customer service and teaching departments cannot provide necessary information to support the promotion of marketing departments.
5) equate network marketers with half technicians, and undertake the work of repairing computers, repairing networks, designing artists and even editing. Even participated in other work, which greatly affected the work efficiency.
To sum up: unclear positioning, unclear planning, neglect of the establishment of marketing websites, lack of strategies and simple and rude network promotion, weak sales transformation ability, and lack of business data analysis system and awareness, making it difficult to recruit people.
It is difficult to retain people, which leads to the poor effect of enterprise network marketing. I hope all enterprises can realize that the establishment of a perfect and efficient network marketing system requires the joint efforts of the whole enterprise. Business leaders must establish a positive
Only when we have a good understanding of network marketing and form a perfect system in our minds can we lead enterprises to go well and go far on the road of network marketing!