Online promotion

This week, New Oriental, Good Future, VIPKID, homework help and other educational head companies and online educational head companies have resumed work. But even if you return to work, the class is unknown! At present, the state has also introduced many rent reduction and exemption policies to help educational enterprises, but for the vast majority of small and medium-sized institutions, it is not within the scope of enjoyment. Under the pressure of cost, can the value-added services of free classes and stop scheduling help small and medium-sized institutions survive the epidemic? Now it seems that the situation is getting more and more difficult, and we must be prepared for long-term online class cancellation, teaching and charging. Online operation and promotion mode of online enrollment have become the most urgent thing for small and medium-sized institutions. Regarding how to carry out online classes, I believe that after 1 month of various attempts, you already have a set of methodology. Today I will focus on sharing, how to do online promotion and enrollment? The purpose of our online promotion is to make our products or services experience and pay for them through online promotion. So how should we deploy them? Online promotion mainly includes the following five parts: online expansion, online cultivation, online trading, online repurchase and online fission, which we will talk about next. 1. During the outbreak of online blog, there was no way to push it, so online blog became the only way. How to do online extension? Preparation of online materials and tools First of all, educational institutions should prepare a three-piece online service. During the epidemic, the three-piece online service of official WeChat account, community and circle of friends is equivalent to the push team holding a single page to explore customers around the campus. In the past, institutions needed to print a large number of single pages and set up stalls at the school gate with free gifts and non-woven bags. Now the official WeChat account and the content published by friends circle are all online single pages, which can show your brand, organization, teachers, course content and even course feedback. There are posters, articles, videos and even screenshots of parents' chats. Various forms and information are transmitted to parents who care about us. It works even better than a single page because it is more realistic and has no cost. ② In the past, WeChat added by online cross-industry cooperative organizations can not only operate its own community, but also actively find out whether there is a suitable community near the campus. For example, food shopping groups, pet groups, mother-infant groups and good things sharing groups all have the same characteristics. If you find a corresponding community, you can talk about cooperation with the group owner, directly promote the course in the community, drain it into your own community, and slowly incubate. Distribute campus dynamics in the circle of friends, WeChat official account sucks powder, and social circle powder. Put the attracted parents into the institution's own private domain traffic pool for incubation. 2, online training 1 trust building By promoting your products or services online, customers don't know you after they come, and their trust is very low. Therefore, it is necessary to carry our traffic pool through online three-piece operation, and constantly reach users through valuable and professional content and services, so that users can gradually understand the brand and experience the service, and let customers believe us. ② At the same time, the exhibition course needs to focus on managing WeChat circle of friends and create a good community environment. Use the circle of friends to show your products, team, scale, user reputation, etc. Promote your courses in a multi-frequency, modular way, by time, content and focus. 3, online trading 1 light courses Relying on community tools, we can make the online content in the organization into light courses and products, and parents can experience it online. For example, 2 1 day oral training camp allows parents to experience teaching products online by participating in activities. Compared with previous offline experience classes, online experience has more diverse forms, wider coverage and lower cost. At the same time, the whole activity has corresponding data tracking and feedback. Through the data, users who have participated in the course for a long time can be screened out, and their feedback on the course can be understood to further guide the experience of the regular course. Or recommend a discount package and make a combination of prepaid 2 OMO. We can also try 2 OMO, such as giving offline course experience coupons for online promotion courses. This experience coupon can have 1-3 course packages. Because of the epidemic, there is no validity period, and parents are promised to experience the class after online class. In this way, offline enrollment will be done in advance and a certain advance payment will be made. 4. Online Fission 1 Parents forward all parents who have experienced this product, and they can forward posters to help organizations promote it. If your parents don't want to help you forward the poster, consider it. Why not? Is your activity design not novel enough and not tall enough? Will parents feel humiliated and consume their social funds when forwarding recommendations? If your service is good enough and your relationship with your parents is close enough. It is easier for each parent to forward it to you once. ② When setting up the reward mechanism, you must mobilize the users who have established the trust relationship as promoters to help you, and add forwarding and sharing to the preferential mechanism. For example, forwarding can increase the points of offline campus for children, and can also be exchanged for gifts in the future. Forwarding can increase free class hours. 5, online repurchase 1 low-cost class promotion class Many institutions have a headache. Before the outbreak, parents had already paid the fee and the class was not finished. How can these parents pay for it? Try the strategies of low-cost courses and value-added courses, develop a series of light courses and encourage parents to hoard classes at affordable prices. (2) The light fee class meets the needs of parents in a special period. Children's study habits were almost lost in the month when the epidemic occurred, and tutoring homework became the biggest headache for parents. In the meantime, it is a good idea to carry out some high-quality habit formation and family education courses to alleviate parents' parenting anxiety, and add some homework counseling service packages to help parents who have returned to work to complete the task of counseling their children. For the operation of mass organizations, we must adhere to the following five principles: first, establish the spirit of unity, followed by the interests of unity; The organizational structure of a community determines its life cycle and quality. Content output is very important, and output determines value; The construction of community intimacy should shape the standardized operation of the community with a sense of ceremony and organization. (1) The unity of the spirit of community goal is the purpose of community existence. For example, people join the fitness group and the weight loss group in order to find the same partner, fight against inertia and become healthy, beautiful and better together. People in the group have the same goal, so they will naturally have a certain degree of intimacy and have stronger interaction with each other. The organization's community goals should also be targeted, not just the name of the organization, without vision goals. ② Community structure Owners, class teachers and parents are the most basic community structures. The owner is the official organizer, and the class teacher is the concrete soul figure. If possible, the class teacher can have a small assistant. 3 content output send content and organize topics according to a certain plan, such as sending a video and song that gets up every day to help children get up quickly in the morning. This content is more suitable for epidemic period. In addition, organize community parents' meetings regularly every week, pay attention to all aspects of children's study and life, and ask the corresponding teachers to give some solutions, which must be organized around the needs of parents at this stage. 4 how to achieve a sense of ceremony? How to make a sense of ceremony offline and how to do it online are just different forms. ⑤ Standardization can not only distribute contents and topics according to a certain schedule, but also carry out activities according to a certain period. After a certain period of practice, all club actions can produce a reproducible and standardized action, and everyone will play around this basic standard. This will ensure the quality and service level of the community. 1, circle of friends principle For teaching and training institutions, circle of friends is the best position for institutions to maintain customer relations, marketing and brand display. Therefore, how to attract parents to watch, like or even actively forward through the circle of friends requires each of our teaching and training institutions to have a very clear direction and positioning for the content of their circle of friends. 2, specific steps to manage your circle of friends The first step is to make parents feel that you are a fresh person and real, instead of just posting some advertisements all day, then parents will soon stop watching your news. How to make parents remember themselves better, we may wish to pay attention to the following aspects: ① Friends circle avatar For teachers, don't use comics or star avatars as work WeChat avatars. If you want your parents to know and remember us better, your own photo or the organization's logo must be the most appropriate, because it is a unique label. 2 Nicknames of friends circle When setting your own nicknames, if you use some screen names, it will increase the difficulty for customers to remember you. So the best nickname is organization name+own name, or name+phone number. This is not only convenient for parents to remember, but also convenient for us to communicate effectively with parents. ③ Personalized signature of friends circle is equivalent to a free advertising space for our teaching and training institutions. So boldly show the characteristics of your organization. For example, you can publish the news that online classes are free during the epidemic. 4 The first thing to emphasize about the content of the circle of friends is that the circle of friends must be the information that shows positive energy during the epidemic. Affection and positive attitude are more likely to arouse everyone's voice. After seeing the circle of friends, our new parents can enhance their trust in the person behind the circle of friends, thus deepening their trust in the organization. Regularly send family education knowledge and nutrition and health knowledge in the circle of friends. These two points are the easiest for mothers to pay attention to. If there is a father's concern, you can send some content calling on your father to participate in parenting. These are mother's voices. In addition, parents are more willing to pay attention to arranging the course content, audition and activity content of some institutions. Because the parenting, nutrition and marriage we provide are close to our parents through our professional output, once the relationship is close, I won't be bothered to see your advertisement. On the contrary, you will think of your needs for the first time. 5 circle of friends interaction We should manage our circle of friends well, do our own content planning well, and at the same time pay attention to our parents' circle of friends and have more interactions, such as circle of friends praise. Don't underestimate this praise. Praise your parents more, which will leave a label impression. Through the interaction of friends, parents will first be impressed by your organization and you. When parents want to find you one day, they can find you quickly through search. So praising interaction is also a way: recognition, respect and equality. You are attracted to me, so you like it. I am attracted to you, so I will appear in your circle of friends. Teaching and training institutions must have a principle. No matter which promotion form is adopted, it is forbidden to share the essence or not. This is actually a reflection of the attitude of your organization.