How to promote an educational institution

Hello, according to your question, I have summarized the following points, hoping to help you.

Understand the education and training industry, the purpose of marketing, and the essence of customer acquisition process

The core purpose of marketing is to acquire customers. We all know that because of the Internet, consumers no longer simply accept marketing methods such as telephone calls and text messages, and rarely watch advertisements. They rely more on their own search, or browse the community and seek word-of-mouth recommendations. Therefore, online marketing must be an important part, and official website or WeChat micro-sites are also built to.

therefore, the core assessment of marketing lies not in "exposure" or website visits, but in the amount of clues that really leave contact information.

the following picture shows the whole process of combing the enterprise, finding the interested person from strangers, and finally completing the transaction and becoming a customer.

to put it simply, the marketing of an enterprise should be divided into two parts: off-site marketing and on-site marketing.

there are two ways of off-site marketing, one is advertising or offline activities led by enterprise marketing, and the other is consumers' own discovery of keywords (including SEM optimization), social media and content through online information.

In-station marketing is the process of leaving contact information after arriving at the station (landing page or official website), and the follow-up sales will follow up the transformation.

Today, we mainly discuss marketing, so the step from leads to customers can be ignored first.

2. ? How to do marketing?

as can be seen from the above, the core of marketing can be divided into two stages, one is to get more visitors from strangers on the online platform of the enterprise, and the other is to let visitors leave more contact information and sales leads.

Get more visitors from strangers

In this session, it is discussed in two parts:

A.? The key points of advertising and offline activities are audience platform and content creativity, which I am not very professional, but there is a lot of information online, so you can learn about

B.? Keywords, social media, content discovery, the key point is to sort out the professionalism of the brand and information coverage

1. There are many kinds of keywords: SEM launch, SEO optimization

launch and optimization ideas: an enterprise solves the key pain points related words in the field of education and training (the key information that users often search for), and the second is the problem information and related words that enterprise target customers want to find and solve most < SEO needs to publish relevant articles and information that can educate customers on the online platform, especially to find a better platform for SEO like Zhihu.

2. Social media

Through operating WeChat community, Zhihu, Weibo and other social or online communities, we can answer related questions, attract users' participation, and conduct activities that are valuable to the customer base (such as dry goods courses for parents, establishing professionalism and customer recognition)

3. Content discovery

Content communities such as headlines, soft articles from media KOL and content communities, To influence customers

Let visitors leave more contact information and sales leads

When the above process is completed and visitors arrive at the station through the landing page or search, they should not think that it is over, but consider the optimization of official website or landing page, including several aspects:

1. The content presented by official website, whether the visitors directly get the information they want and answer their pain points, Attracted their interest

2. Is the registration consultation process in official website smooth, such as the response speed of customer service (visitors often only stay for dozens of seconds), the experience of registering or leaving clues (page loading speed, complexity of filling in content) and so on?