In this long holiday, online education can be said to shine brightly, ushering in explosive growth in traffic. Even though several provinces have announced the opening and resuming of classes recently, the Ministry of Education has also issued a document saying that schools around the country should continue to do a good job in the development, operation and maintenance of online teaching resources and continue to play the role of online teaching.
According to statistics, nearly 300 million users used online education during the epidemic.
Among them, nearly half of parents and students are in favor of online education during the epidemic.
It can be said that driven by the epidemic, online education will become the future trend.
The capital market also showed great enthusiasm for this. According to the enterprise investigation report, as of March 5, 2020, there were nearly 230000 enterprises engaged in online education related businesses in China. In 2020 alone, there will be 6418 related enterprises registered.
Online education is a general trend. Every educational institution wants to get a piece of the pie, but every educational institution also faces huge pressure. In such fierce market competition, how can it stand out and win more users?
First, let's sort out the steps that users need to go through if they want to sign up for online courses:
1. Search information for comparison
When there is a demand for online learning, users usually compare online educational institutions in many ways to find out the intended educational institutions by searching relevant information online or consulting relatives and friends.
2. Learn more about selected educational institutions
When users are interested in educational institutions, they will visit their official websites, public accounts or apps for further details.
3. Consulting experience
Try through online consultation, access to experience classes and other ways.
4. Purchase courses
Purchase courses according to the quality of courses and their own needs
5. Class learning
Start regular classes
After understanding the purchase process of users, the marketing and promotion direction of educational institutions can also be targeted and broken one by one according to the process.
1、 Layout search field and capture potential customers
The search engine is the first step for users to understand educational institutions. A good layout of the search field will help educational institutions capture more accurate customers.
Through search optimization, a large number of keywords of educational institutions are stably ranked on the home pages of search engines on PC and mobile phones. When users search for keywords, such as "Chinese online education", they can enter the official website of educational institutions through the search results. This kind of active search users are customers with high intention. Doing a good job in search optimization is conducive to receiving more effective target users, thus ensuring further conversion rate.
At the same time, you can also publish articles and information about educational institutions on the forum, Baidu Knows, and We Media platforms to create a good public opinion environment and enhance users' trust in educational institutions.
2、 Improve the new media matrix and output valuable content
In recent years, short videos have risen rapidly, with hundreds of millions of active users in both Tiao Yin and Fast Hands. "Double micro and one Tiao" has also become the standard configuration of enterprise new media. On the dithering platform, the live broadcast of culture and education is one of the categories with the most live broadcasts. Fasthand also announced in 2019 that it will invest billions to support educational short videos and build a "new infrastructure" in education. Educational institutions can generate more quality content that can be disseminated and valuable by entering the short video platform, actively attract target users, and achieve the integration of quality and efficiency.
3、 Use the public account to keep users
In recent years, the concept of private domain traffic has attracted much attention, but its essence is not new. The enterprise WeChat official account is a good carrier of private domain traffic. Educational institutions can guide new users to pay attention to the public account by giving free learning materials, and then generate emotional links and exchanges with users through daily tweets and activity interactions, so as to close the relationship with users and keep customers well.
4、 Teaching quality is the key to competition
For online education institutions, the hardware facilities required for online teaching will no longer be a problem with the development of science and technology. Teaching quality will be the key to determine the competitiveness of online education enterprises. Therefore, online education institutions should improve teachers' professional and professional ability, strengthen teaching and research ability, and improve teaching quality. At the same time, only by enhancing technology and service capabilities and ensuring students' online learning experience can more users be retained and developed.
