We have done marketing planning for many customers in the education and training industry. In the process of talking with customers in different fields, we found a very interesting phenomenon. In their previous promotion plans, search optimization (SEO optimization/SEM bidding), like "standard package configuration", basically appears in the marketing strategies of each customer, but the transformation effect is quite different.
For popular industries such as cooks and accountants in K12 education and training or vocational training, the effect of search marketing is far better than that of the relatively small domestic training industry such as Yuesao and domestic service. Some domestic enterprises even have few bidding accounts and can't spend money if they want.
It is also a training industry and a search marketing industry. Why are the effects so different?
Search is based on the user's active behavior, which reflects the user's different needs in different psychological stages. Take chef training as an example:
For users who already have a general goal and know what they want to learn, enterprises optimize through search marketing Keyword ranking, good publicity, improve the visibility and reputation of enterprises, It is highly possible to capture these search users and transform them into potential consumers.
There are also some users who are confused and want to learn a skill, but have no clue what to learn 。 For these users who are still in a confused period, passive marketing methods such as SEO optimization/SEM bidding can hardly bring much effect if the keyword setting is not accurate enough and the online brand promotion is not in place.
Let's take the domestic training industry as an example to analyze why search marketing is not effective?
Statistics from the National Development and Reform Commission show that:
At present, 88.6% of the domestic service employees in China are from rural areas, and the age structure is relatively large. The average age is about 50 years old. The proportion of the "post-80s" new generation employees is less than 20%. At the same time, the educational level is low, and the educational level of senior high school and above only accounts for 14.1%.
The target group of housekeeping training is affected by the region, cultural level, professional cognition and other factors, Only 20% - 30% of the population can be clear about what they want to do, And take the initiative to find domestic training institutions through network search. For this part of the population, domestic enterprises should think about which keywords users may search, and set keywords to capture such customers with clear intentions.
Guide demand - focus on optimizing long tail words
Influenced by the above factors, Most people do not have a clear understanding of their needs, or only have a vague impression of housekeeping training. For this group, more attention should be paid to the setting of long tail keywords when setting optimization keywords.
When you type a phrase in the Baidu drop-down box, there are many prompts in the drop-down list, which are long tail keywords related to it. Housekeeping enterprises can expand their thinking around the keywords related to housekeeping training and add some modifier phrases, such as: Is it easy to find a job for a sister-in-law? Why is housekeeping good? What's the prospect?
In this way, when this part of users with no clear target are searching vaguely, even if they only search for the word "sister-in-law", they may be attracted by these long tail keywords, thus bringing traffic to the enterprise.
Strengthen demand - strengthen network brand construction
When users see your information and become interested, they think that housekeeping is also a good choice, At this time, the user enters the preliminary intention stage. They may inquire about and search for relevant information in many ways to determine whether they really want to enter the industry, and also compare which training institution is more reliable, At this time, the importance of product promotion is revealed. Enterprises should first think about what keywords users may search for, and then make product publicity based on the keywords.
When users can see your information no matter what keywords they search, their intention to select you will be further deepened.
Of course, compared with passively waiting for users to search, The housekeeping training service is more suitable for taking the initiative to expose itself to the audience through the new media platform to arouse their interest and help them create demand.
Home economics training enterprises can actively push advertisements to target customers through short videos, live broadcasts, WeChat circles of friends and other ways to let them know that the home economics industry may be a good employment option.
Behind every search behavior, users have their specific needs. Our marketing is to think about what they will think and what their needs are from the perspective of users. Then, through the whole network marketing, we can create demand without demand, deepen their demand with intention, dispel users' doubts, and users will naturally come to us.
