Editor’s introduction: The implementation of the double reduction Belarus Phone Number policy has greatly impacted online education, the industry has become more introverted, and the cost of customer acquisition has continued to increase. In this article, the author combines online education with private domain operations, and analyzes why the online education industry does a private domain, how to study user portraits and build a private domain process. Interested friends may wish to take a look.
1. Why does the online education industry operate in a private domain?
1. Industry shocks lead to accelerated involution
From 2020 to 2021, the online education industry has ushered in a wave of large-scale growth, with a market size of 257.3 billion yuan and
If yours did too, that’s because it’s difficult to process information that isn’t structured. Before you can wrap your head around the information, a new piece of information is already vying for your attention.
That’s actually a big reason why we use periods. Periods actually say: Let’s rewrite this passage with shorter sentences. Educational institutions in the K12 subdivision direction have been hit very hard.
The major K12 education and training institutions have transformed Belarus Phone Number into other subdivisions such as quality education and adult education, which has also led to the acceleration of competition in the remaining subdivisions, and more and more involution.
2. The cost of acquiring customers continues to increase, and it is difficult to balance revenue and expenditure
Due to the accelerated involution of the industry, the cost of acquiring customers in the education and training industry is getting higher and higher.
Of course, not only the education and training industry, but also mentioned in the previous articles, the disappearance of Internet traffic dividends has also led to the high cost of customer acquisition in the overall market.
Therefore, how to retain precious traffic, revitalize silent traffic, and retain existing traffic is more important than ever.
3. The establishment of a private domain makes [marketing + service] kill two birds with one stone
The essence of the education industry is to sell content and services, and the delivery cycle after payment will be relatively long compared to other industries.
In this case, if you want to have a good reputation, you need to provide good services.
When the customer pays, the service delivery begins, not the end.
Class reminders, pre-class and post-class Q&A, homework delivery, after-class materials, learning condolences, etc., all require the head teacher to repeatedly reach out to customers, build trust, and satisfaction within a long service cycle after the transaction. Prepare for the next transformation.
4. High customer unit price and high decision-making degree lead to difficult transaction conversion and long conversion cycle
Because the unit price is high and the results are difficult to predict, the learning itself is also energy-intensive.
Therefore, when customers choose a course for the first time, they will be more cautious.
Secondly, the passive voice uses a sentence structure which requires more cognitive effort. Your reader will spend valuable working memory on making sense of the sentence. This decreases the likelihood of you getting your message across.
. At this time, it is extremely important to actively establish a good trust relationship with customers in the private domain.
2. Customer portrait: research customers first, then build a private domain
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