Low threshold and small dispersion have always been the label of the education industry. Since 2020, with the deterioration of the overall living environment of the education industry, students and parents will gradually move closer to the head institutions with brand effect, and a large number of small and medium-sized institutions will usher in a wave of bankruptcy. According to enterprise survey data, as of September 7, the number of enterprises cancelled in the national training industry was 70,600, which is equivalent to an average of more than 254 training institutions disappearing on the streets every day.
How to operate the brand more effectively, get customers at low cost, and effectively connect enrollment, teaching and after-school counseling has become a topic for every educational institution.
The era of refined operation is coming.
This article is the first article of refined operation, mainly talking about how to build your own private domain traffic and how to skillfully use the advantages of online and offline to make omni-channel layout in the education market where the cost of obtaining customers continues to double and BAT controls the source of traffic.
Whenever you walk into the shopping center, you are always welcomed by smiling salesmen. After going through waves of manicures, fresh food, etc. Education courses are the most sold by salesmen at present.
Whether you buy it or not, give yourself or your relatives' children some small gifts: balloons, toys, stationery and so on. Then just register a contact information. Some expensive gifts need to be registered in the next APP.
As a founder, Xiao Zhao is currently receiving early education. He introduced that he spends about 8 hours in the shopping center every day, and can collect information of hundreds of users when he is lucky on weekends. No matter whether the mobile phone number written by parents after getting the gift is true or not, they will give him a commission according to the number of mobile phone numbers.
Customers in Xiao Zhao use one of the most commonly used ways of educational institutions to acquire customers:
Form collection-number filling-sales follow-up-order closing-social fission/grouping. Xiao Zhao has completed the first two processes. As for whether the following sales can complete the order, and whether the new user can introduce new customers after placing an order, it is not a problem he needs to worry about.
In addition to the above methods, there are currently three typical ways for educational institutions to acquire customers:
1) Audition Class/Class Push-Registration Activation-Audition Experience-Regular Price Class Purchase-Social Fission/Team Fight
In this way, users will be interested in the audition class through advertisements, and then switch to the regular-priced class through the wonderful experience of the audition class. Fission will occur later.
3)APP Download-Registration Activation-Audition Experience-Direct Purchase of Regular Price Courses-Social Fission/Grouping
Through the pre-advertisement, users can download the corresponding APP directly, but they still have to go through the audition class and then enter the regular price class series.
At present, the low-cost experience class seems to have become the standard of the whole industry. However, due to the scattered advertising channels in front, it is difficult to achieve targeted cost control in the communication process, and it is also difficult to plan the later effect evaluation, resulting in a waste of resources. And in the later transformation process, it is difficult for educational institutions to communicate accurately in front of thousands of people, which leads to poor transformation effect and high comprehensive customer acquisition cost.
According to the data analysis of Luo Ming, the cost of obtaining a single flow of free courses currently ranges from 70 yuan to 120 yuan; The acquisition cost of a single flow of ordinary 9 yuan experience class varies from 200 yuan to 350 yuan; The cost of obtaining customers for a single flow of regular regular regular price courses ranges from 2000 to 3000 yuan.
With the disappearance of the traffic bonus, the current online customer acquisition cost has quadrupled compared with two years ago.
At present, the online traffic of most domestic educational institutions depends on search engines, keywords, application markets and other channels. These public domain traffic is difficult to be truly owned by enterprises, and can only be purchased continuously in exchange for new users.
Therefore, it is becoming more and more important to build private domain traffic around target user groups, potential user groups and served user groups. More and more enterprises are trying to tap their own traffic pools outside BAT.
For example, the public statement that it is cheaper to learn from customers is: Together with the traffic bonus of early WeChat, its eight main companies have 97 certified official WeChat accounts, with an estimated active fans of more than 8.5 million. This is a private domain traffic pool, who to learn from.
As an educational institution, how to build its own traffic pool, two sets of solutions are usually popular in the market:
1, fully integrate the data in the process of public domain traffic marketing, and optimize the marketing strategy by analyzing these data, which can improve the efficiency of public domain to private domain. The look like model is combined with digital advertising to improve the ability to attract new customers, and it is continuously imported into the private domain traffic pool.
2. Further analyze and identify the customer groups of private domain traffic, focus on the target customer group labels, guide and optimize the public domain traffic delivery strategy, and further improve the delivery effect.
What is specifically mentioned here is that while building private domain traffic, we must also do a good job in online and offline omni-channel layout. Because, after more than ten years of verification, neither online education nor offline education is a substitute relationship, and the future must be a model of online and offline integration.
The integration here is not only offline to online, but also includes the data of all contacts such as front-end customer acquisition, offline teaching and back-end service, thus realizing a full-scene and personalized learning closed loop. The goal is to maximize the life cycle value of users and optimize the whole learning experience.
According to the interpretation of Enyike's research, OMO integration mainly includes five ways in the enrollment process:
1, intelligent shopping guide mode
That is, every employee is a traffic portal. Establish a full-time marketing system of "people are services". This method is also very friendly to small educational institutions, and does not need a lot of money, as long as it provides convenient communication channels and interactive platforms and creates appropriate incentive mechanisms. This method can even be extended from employees to old users and integrated into the marketing system.
2. From online drainage to offline mode
Through online WeChat, advertisements, and other multi-touch user data precipitation and analysis, high-quality users will be diverted to offline campuses with higher customer unit prices to purchase courses. At the same time, recommend personalized courses to users to improve the sales conversion rate.
3. Offline intelligent interaction triggers transformation
Through the attraction of entering the store, users can enter the store and then establish communication with customers through the intelligent interactive system. These data will be stored in the data center. Even if there is no transaction when entering the store, users will continue to be activated through information push and course recommendation. To realize the transition from offline to online sales.
In the future, every offline experience store can build such an intelligent interactive system.
4. Full-time interaction between offline and online consumers
Through the insight and analysis of the people who have bought, we can find more similar people, and then increase the reach of public and private traffic through platforms and media. Develop localized marketing to attract online consumers to enter the offline campus experience.
5. Build an online private domain operation scenario.
Enterprises realize the display of private domain courses through online digital shopping malls. At the same time of personalized recommendation and sales, private domain data generated in operation can be collected and managed. By matching and applying these online habits, advertising behaviors, browsing behaviors, shopping paths, historical consumption preferences, logistics habits and other data, the offline linkage and transformation of private domain traffic can be realized.
Of course, different institutions can choose their own methods according to their own advantages and characteristics.
According to the statistics of IT Orange, as of June 29th, in the first half of 2020, there were a total of investment events 1 12 in the primary market of education industry in China (including the projects disclosed after the investment delivery at the end of 20 19). The number of transactions decreased by 32% month-on-month and 45% year-on-year, and the investment and financing events in the primary market continued to decline.
On the whole, small and medium-sized institutions are facing the survival problem of increasing financing difficulty, while large educational institutions are also facing fierce competition and the dilemma of declining valuation. This means that refined operation has become a key factor for the sustained growth of educational institutions. The era of refined operation of education has arrived.