K 12 online education has effectively solved the problem of shortage of quality education resources, but the behavior of major institutions burning money to seize customer channels has increased the pressure on enterprise operating costs.
The introduction of free live classes, with advertisements covering David, public transportation and other places, has certainly helped enterprises to expand their exposure and gain more students, but it has also increased the cost of obtaining customers and weakened the profitability of enterprises. It is difficult to balance benefits and scale, which has become a major pain point for K 12 online education industry.
Therefore, more effective customer acquisition channels, such as creating their own traffic for word-of-mouth marketing, developing sinking markets, and finding new traffic portals with intelligent hardware, have begun to be valued by teaching and training enterprises.
2. Solution 1: Build your own traffic and form a virtuous circle with word-of-mouth marketing.
The most direct way to reduce the cost of customer acquisition is to build its own traffic, and improve the operational efficiency through the double circulation of the inner end and the outer end. At present, the mainstream method is to build your own private domain traffic pool, and then use word-of-mouth marketing to continuously drain and transform.
According to the consulting data of Ai Media, users of K 12 are more inclined to learn relevant information from familiar people. 68. 1% of the interviewed users said that they learned about the K 12 education platform and courses from the recommendation of acquaintances, among which 3 1.3% was recommended by teachers, 36.8% by classmates, and only 25.8% learned about the platform through advertising channels.
Therefore, the WeChat ecosystem, which can spread quickly and conveniently and has a large number of users, has become one of the most popular public domain traffic of K 12 teaching and training institutions. For example, the WeChat official account knowledge store and small program online classroom built by Maker craftsmen for teaching and training institutions can spread in the WeChat ecosystem through small tools such as grouping, voting, punching and helping, accumulate traffic on their own platforms, and then enhance users' reputation through course services, and then recommend fission drainage through acquaintances to form a virtuous circle.
3. Solution 2: Develop sinking market and break geographical restrictions.
Online education is gradually saturated in first-and second-tier cities, and it is difficult to obtain user traffic. Cities in the third and fourth tier and below will become new target markets for educational enterprises, especially in areas where educational resources are scarce. Online education mode can make the best use of teachers.
Teaching and training institutions can lead competitors to sink through online tools, build brand awareness and user accumulation faster, break geographical restrictions with the best cost performance, bring high-quality teaching experience to all parts of the country, and quickly occupy market share.
4. Solution 3: Find a new traffic portal and use intelligent hardware to realize offline drainage.
As a new track of K 12 online education industry, intelligent hardware track is another direction to break the dilemma of the industry. Because of its low development cost, selling it as a commodity can get considerable cash flow, which can make the capital flow of enterprises in a healthy state. At the same time, it is a good offline traffic portal, which helps users to generate brand awareness.