Understand the education and training industry, the purpose of marketing and the essence of customer acquisition process.
The core purpose of marketing is to get customers. As we all know, 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 to seek word-of-mouth recommendation, so online marketing must be a very important part, and the establishment of official website or WeChat micro-site is also to let customers discover the value of the enterprise more, and then they are willing to leave sales clues and wait for the sales docking of the enterprise.
Therefore, the core assessment of marketing is not "exposure" or website visits, but the amount of clues that really leave contact information.
The picture below shows the whole process of combing the enterprise, finding interested people from strangers, and finally completing the transaction and becoming customers.
Simply put, the marketing of an enterprise should be divided into two parts, namely, 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 that consumers themselves discover 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 subsequent sales will follow up and transform.
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 enterprise online platform, and the other is to let visitors leave more contact information and sales leads.
Let more strangers visit the enterprise online platform.
In this session, we will discuss it in two parts:
a.？ Advertising and offline activities focus on audience platform and content creativity, which I am not very professional, but there are many materials on the Internet that I can learn.
b.？ Keywords, social media and content discovery, the focus is on combing the professionalism and information coverage of the brand.
1. Keywords
There are many kinds of keywords: SEM delivery, SEO optimization.
The idea of delivery and optimization: first, the key pain points related words that enterprises solve in the field of education and training (key information that users often search), and second, the problem information and related words that enterprise target customers want to find and solve most.
After finding the relevant words, SEM just considers creativity and can directly attract users. SEO needs to publish relevant articles and information that can educate customers on the network platform, especially to find a better SEO platform like Zhihu.
2. Social media
Through the operation of social or online communities such as WeChat community, Zhihu and Weibo, we can answer relevant questions, attract users to participate, and engage in activities that are valuable to customers (such as dry goods courses for parents, and establish professionalism and customer recognition).
3. Content discovery
Headlines and other content communities, from the media KOL, as well as the soft text of the content community, to influence customers
Let visitors leave more contact information and sales leads.
When the above process is completed and visitors arrive at the site through the landing page or search, don't think it's 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 obtained the information they wanted, answered their pain points and aroused 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 tens of seconds), the experience of registering or leaving clues (page loading speed, complexity of filling in content) and so on.