First, online promotion
With the Internet invading every aspect of our lives, it has unconsciously affected the spatial connection between people. Nowadays, Internet promotion has become a common promotion method in various industries, especially enterprises based on Internet development. The same is true of the education and training industry. What are the means of online promotion?
1, online paid promotion
Bid for the launch of various digital media. For example, Baidu bid, KOL launch, information flow launch, and program sponsorship of giant institutions. This promotion method is relatively rough, and you can get high exposure directly by burning money, but it can get quick results.
Most of the giants of educational institutions will use paid promotion to carry out their own marketing, which is powerful and not afraid of burning money. At the same time, local small organizations can also seek local websites, such as group buying websites, for advertising.
2. Online free promotion
There are many channels for online free promotion, such as two micro-shakes and major self-media channels, which are all good places to get traffic. This method needs long-term operation to have a good promotion effect. For example, WeChat can be spread and promoted through WeChat official accounts and friends circle advertisements, among which WeChat is the largest traffic portal with good user stickiness and payment function. It can also be combined with community operation, and can realize a full set of marketing from promotion+retention+payment.
For example, the registration logic of the most popular short video promotion is to attract the attention of the target users-to stimulate interest and curiosity-to obtain user information through words or promotion buttons-to promote registration. Light class is an online education institution, which includes K 12, adult English, preschool education and so on. Since the establishment of 20 15, we have been focusing on WeChat official accounts and WeChat groups, and entered short videos at the beginning of 20 18 to quickly seize this wave of traffic dividends. Its products apply for their own accounts in Tik Tok to attract corresponding users and form a traffic matrix. For example, aurora words focus on word learning, and the target users are students. At present, there are 1.249 million fans; Pandora English mainly speaks fluent English, and its target users are mostly professionals, with 4.304 million fans. Most of them are shot by high-profile teachers, and the content creation is mostly a combination of English teaching and life scenes.
Second, offline promotion.
For offline training institutions, offline promotion is a very important means of promotion, especially in the area within 3 kilometers around the institution. Without offline promotion, it is basically difficult to get customers.
1, offline paid promotion
Offline paid promotion methods include bus stop advertisements, shopping mall advertisements and community advertisements. New Oriental has done a good job in this respect and often sees their advertisements on bus stop signs.
2. Free promotion offline
Free offline promotion is mainly based on local promotion, and schools, bookstores and communities are the first choice for local promotion. It is easier to filter target users, and there are more potential users in these areas. When handing out leaflets, we can attach some gifts, especially for junior students, such as a balloon and a flower. Followed by the intersection of large shopping malls and main roads. There are many people in these places and many target users. We can find something slower and wear casual clothes.
Third, cross-industry cooperation and promotion
In addition to regular online and offline enrollment, cross-industry cooperation has also become a special channel for education and training institutions to enroll students. Previously, Netease Cloud Classroom had a cross-industry cooperation with KFC, which caused a heated discussion.
The channels of cross-industry cooperation mainly include:
1, resource exchange
Exchange your own resources for the other party's resources, such as changing advertising space, placing advertisements of partners in your own advertising activities, and placing advertisements of cooperative organizations on your own network platform.
Step 2 support each other
Can co-organize or sponsor online and offline activities with partners. On this premise, you should identify your cooperative users and determine the theme of the activity according to their portraits.
3. WeChat push each other
WeChat official account mutual promotion, community replacement, etc. For example, I enter the community promotion or add people to the cooperative organization, and the cooperative organization enters the community I operate to add people.
4. Product packaging
Cooperate with partners to make a product package, so as to increase product sales and expand the market. For example, math tutoring institutions and painting institutions offer combined courses with certain discounts. However, it is better for this package consisting of products to have a common user base, and the products you provide can complement each other.
5. Member alliances
The cooperative organizations jointly launched the membership card, and users can enjoy the membership rights in any cooperative organization after having the membership card. Such as point acquisition, point redemption, etc.
Institutional background management system: intelligent course arrangement/online reservation, face punching, various WeChat notifications and reminders, financial center/settlement summary, student management/student files, points, contract management/renewal warning, multi-campus management/role authority management;
Registration applet: Using the registration applet, you can quickly make and publish registration activities; Can publish institutional micro official website; Is a right-hand man for online enrollment propaganda;
Parents, teachers, principals: students (parents) can check the learning situation at any time and receive various notices; Teachers can handle affairs online, sign students in and assign homework; Students can make online appointments and leave according to their own time; Students and teachers can check their class statistics at any time through mobile phones; Teachers can write class reviews on their mobile phones and upload class pictures to students.