Over 70,000 education institutions closed down, how can survivors cross the mountain of customers?

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  1. This article is the first article of refined operation. It mainly talks about how to construct its own private domain traffic under the education market of the source of traffic control. Channel layout.

    low thresholds. Xiaoyan has always been the label of the education industry. Since entering 2020, as the overall living environment of the education industry has deteriorated, students and parents will gradually move closer to head institutions with brand effects, and a large number of small and medium -sized institutions have ushered in a tide of closure. According to the data of the enterprise, as of September 7, the number of training industries and cancellation companies across the country was 70,600, which is equivalent to an average of more than 254 training institutions that have disappeared on the streets and alleys per day.

    How how to operate brands more effectively, low -cost customer acquisition, effective series enrollment, teaching, after -school counseling and other processes have become subjects in each education institution.

    The era of refined operation is coming.

    This is the first article of refined operation. It is mainly about how to build its own private domain traffic under the education market where the customer acquisition is controlled. The respective advantages of the online and offline are layout of the omni -channel.

    It no matter when you walk into a shopping mall, you will always be a smile on your face. After experiencing waves of nails and freshness, the current push personnel sold the most is education courses.

    The no matter whether you buy or not, first give you or your family (relative’s house) children with some small gifts: balloons, toys, stationery. Then register a contact information, even if it is appropriate. Individual gifts are more expensive and ask for the next app to register.

    The Xiao Zhao, who is promoted by the ground, is currently the most important list of early education. He introduced that every day he stayed in the shopping mall for about 8 hours, and when he encountered good luck on the weekend, he could collect hundreds of users’ information. Regardless of whether the parent’s mobile phone number written by the gift is true, the number of mobile phone numbers is made by the number of mobile phone numbers.

    In the customer served by Xiao Zhao uses one of the most common ways of obtaining customers:

    forms Collect-fill in number-sales follow-up-order transaction-social fission/group. Xiao Zhao completed the previous two processes. As for whether the later sales can complete the order, whether the new user can introduce new customers after placing an order is not a problem he needs to worry about.

    In addition to the above methods, the current typical customer acquisition method of education institutions also includes the following three types:

    ) audition class/ small lesson push-registered activation-audition experience- Purchase of regular-priced classes-social fission/ group group

    This method first allows users to interested in audition classes through advertising, and then through the beautiful experience of audition lessons to achieve the regular price lesson Change. Fission later.

    3) APP download-registered activation-audition experience-direct purchase of official price-social fission/ group group

    In early advertising, let users download the corresponding apps directly, but still need to enter the regular -price class series through a audition class.

    The low -cost experience class seems to have become the standard in the industry. However, due to the scattered advertising channels and the difficulty of targeted cost control during the process of communication, the evaluation of the later effects is also difficult to plan, resulting in waste of resources. In the process of transformation in the later period, it is difficult for the educational institutions to achieve precise communication in front of thousands of people, resulting in poor transformation, and the cost of comprehensive customer acquisition is high.

    Clash -based data analysis, current free courses have a single traffic customer acquisition cost of 70 yuan to 120 yuan; common 9 yuan experience courses for single traffic acquisition costs of 200 yuan to 350 The cost of a single traffic of conventional regular -priced courses ranges from 2,000 to 3,000 yuan.

    With the disappearance of traffic dividends, the current cost of online customer acquisition has doubled by two years.

    The online traffic of most domestic education institutions rely on search engines, keywords, application markets and other channels. However, it is difficult to be truly owned by the enterprise, and can only be purchased in exchange for new users.

    Therefore, the creation of private domain flows around the target user base, potential user base, and service groups that has been served has become increasingly important. More and more companies try to dig out a traffic pool outside BAT.

    For example, who learned from who learned, the low customer acquisition cost is: using the early WeChat traffic dividend, eight main companies have 97 certified public accounts, estimated More than 8.5 million fans are more than 8.5 million, which is the private region flow pool with whom.

    A as an educational institution how to build its own flow pool, 2 sets of solutions are usually popular on the market:

    1. Fully integrate public domain traffic Data during the marketing process optimize the marketing strategy of these data, which can improve the efficiency of public domain to private domains. Using the look A Like model with digital advertising to improve customer -winning new capabilities, and constantly import it to the private domain flow pool.

    2. Further analysis and identification of the customer group of private domain flow, focus on the label of the target customer base, guide the optimization of public domain traffic research strategies, and further improve the effect of launch.

    It here is particularly mentioned that while building a private domain traffic, it is also necessary to make the layout of online and offline omnicinal channels. Because, after more than ten years of verification, whether it is online or offline education is not a mutual alternative, in the future must be a model of integration of online and offline integration.

    The integration here is not just offline to online, but to open data from the front -end customer, offline teaching, back -end service and other contacts , Realize the whole scene and personalized learning closed loop. The goal is to maximize the value of the life cycle of the user and optimize the entire learning experience.

    based on research and interpretation of En Yike, OMO integration mainly includes 5 major methods in the enrollment link:
    r
    1. Smart shopping guide mode

    is that each employee is the flow entrance. Establish a full -time marketing system that serves the service. This method is also very friendly for educational institutions with a small volume. It does not require a lot of funds. As long as it provides convenient communication channels and interactive platforms to create a suitable incentive mechanism. This method can even be extended from employees to old users and uniformly incorporate them into the marketing system.

    2. Drawing from online to offline mode

    The user data sedimentation through online WeChat, advertising, and other multiple contacts Analysis, to drain high -quality users to the higher -unit price offline campus to buy lessons. At the same time, personalized recommendation is recommended to user courses to improve sales transformation.

    3. Offline intelligent interaction triggers transformation

    Inned to attract users to enter the store, and then through the intelligent interactive system, To establish communication with customers, these data will be settled in the data in the data. Even if there is no transaction when entering the store, follow -up through information push and curriculum recommendation, etc., continue to activate users, and realize offline sales conversion.

    In the future, every offline experience store can build such a smart interactive system.

    4. Offline to online consumers full -time interaction

    In insight and analysis of the purchased population, find more similar people, and then use platforms, media, etc. Methods increase the reach of traffic flow in public and private domains. Carry out localized marketing and attract online consumers to enter the offline campus experience.

    5. Constructing online private domain operation scenes

    Enterprises to display private domain courses through online digital malls. While personalized recommendations and sales, the private domain data generated in the operation can be collected and managed. By matching and applied data such as online habits, advertising behavior, browsing behavior, shopping path, historical consumption preferences, logistics habits, etc., to achieve offline linkage and transformation of private domain traffic.

    Of course, different institutions can choose a way that suits you according to its own advantages and characteristics.

    In statistics of IT orange data, as of June 29, in the first half of 2020, there were 112 investment events in the Chinese education industry in the first half of 2020 (including after the investment delivery at the end of 2019 The project disclosed), the number of transactions decreased by 32%month -on -month, a decrease of 45%year -on -year, and the investment and financing incident of the first -level market has continued to decline.

    . On the whole, small and medium -sized institutions are facing a problem of increased financing difficulty, and large -scale educational institutions are also fiercely competitive, facing the dilemma of decline in valuation. This means that refined operations have become a key factor in the continuous growth of education institutions. The era of fine education has come.

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