How to do well the marketing of education and training institutions

In order to get better marketing customers, education and training institutions need to give different solutions for different consumption decision-making links.

● There is too much interference in the consumption scene-connect the scenes through the "media matrix".

● The decision-making path is changeable-through "technology empowerment", the path is well guided and consumer behavior is driven.

●F factor has great influence-creating a content circle through "content blessing"

Next, I will focus on how to do a good job in the whole chain marketing of education and training institutions.

(a) Media location (media matrix)

Create a media matrix of the whole process of consumers from "cognition" to "intention" and then to "action". Covers the entire decision-making path of consumers from excitement to search, from understanding to verification to experience to purchase.

Referring to the consumer decision-making path, taking Baidu Media as an example, let's take a look at how the media matrix is constructed one by one.

The first is to stimulate consumers' informed will, from "not knowing" to "knowing". Through big data analysis, target users are locked, and then scene information is implanted, such as when children are waiting for schools to read materials, when they are troubled by children's learning problems, and when they are in the community during summer vacation.

Next, when the target user's "needs" are stimulated, he will "find" more relevant information. Through Baidu search, educational institutions will be presented in the form of search results, or through the platform of Zhihu learning.

The purpose of "Search" is to better understand that in Baidu's media matrix, there are media ports such as Brand Zone, Baidu Library, Baidu Know, and Enterprise official website, which can make target customers know more about the enterprise.

After understanding, the target customers will generally "verify" and consumers are very cautious. Not as good as you say. They will check online and ask questions on professional platforms. We can all make the layout of content precipitation through Baidu's knowledge vertical platform Baidu Word of Mouth and Baidu Encyclopedia, build a corporate content marketing matrix, and then grasp the minds of consumers.

After "verification", start the experience. Nowadays, the popular live broadcast, online audition and video course all allow customers to experience before making consumption decisions, which is a manifestation of content pre-positioning. The cost and learning cycle of educational courses are long, and customers will be relatively cautious when making decisions. Content preposition is an important part of the final consumption decision, which plays a vital role.

Through the above, in the process of consumer decision-making, full-link media coverage is carried out to drive consumers from stimulating demand-discovery-understanding-verification-experience to finally realizing purchase.

(2) Technology empowerment

1. Baidu Stargazing Disk: Open all data links to realize data asset precipitation.

The first core competence is global data insight.

The second core competence is the all-media strategy.

The third core capability is full link asset precipitation.

I won't say much about technical matters. If you talk too much, you will feel dizzy, as shown below. Describe it briefly. Stargazing can know which users on Baidu are your target audience, and will tell you what they want to see and what kind of content will impress them. At the same time, when these target users respond to your advertising information, their feedback on advertising information will also be recorded so that educational institutions can continue to carry out marketing transformation.

2. Base wood fish, love Fan Fan.

When the target audience knows about educational institutions, basic wooden fish can let them see personalized ideas. For example, when the target audience searches for "English cram school for the second grade of primary school", they see the ideas related to English cram school for the second grade of primary school. At the same time, the landing page they entered was consistent with the advertising content. Through promotion or activity conversion components, consumers can leave their clues, and educational institutions can further communicate with current audiences. When communication and interaction occur, advertisers of educational institutions can continue to follow up in Aifanfan to form an online customer lead management center, so that the whole promotion and marketing process forms a closed loop.

(3) Content support

Some people say that technology and creativity are two sides of marketing. Next, we focus on creativity. What is creativity? What we put to customers through the whole media is put to them through the media. The creativity contained in the content is the charm of the whole advertisement and an important factor in determining the advertising effect.

Briefly talk about several contents that play a decisive role in promoting the effect:

1. Mature industry delivery method, no practical experience, you don't know what the industry audience likes.

2. The attraction of the landing content determines whether the target audience can choose to further contact educational institutions.

3. Creative video, which shows the advantages of educational institutions in an interesting, focused, vivid and novel way and makes the target audience want to watch it.

4. Deeply cultivate self-media content, and precipitate more high-quality content on the media information side, so that the target customers have doubts. Choose to trust us more when looking for relevant content.

Finally, integrate three strategic media positions, technology empowerment and content blessing to form a full-chain AI marketing method for education and training institutions!