1-to-1 enterprise WeChat customer acquisition + conversion fully automatic model
02 Case target
Attract new customers, promote survival and retention, and convert and monetize
03 Case Background
Head 1 to 1, a well-known brand of online one-to-one education for primary and secondary schools in China. Focus on providing high-quality online one-to-one customized education services for children aged 4-18, including all-disciplinary education and comprehensive quality education. Up to now, the headmaster has registered more than 60 million students one-to-one in 600 provinces, cities and counties across the country, and has become a leading enterprise in the vertical field.
According to data from different education industries, as of October, the current cost of acquiring a customer for a single flow of free courses ranges from RMB 70 to RMB 120; for common 9 yuan experience courses, the cost of acquiring a customer for a single flow ranges from RMB 200 to RMB 350; regular regular prices The cost of acquiring customers for a single flow of courses ranges from 2,000 yuan to 3,000 yuan. The cost of online customer acquisition has increased by about 3-4 times compared to 2018.
In the face of high public domain customer acquisition costs, it is crucial for educational institutions to build their own private domain traffic pools. Compared with the WeChat personal account, the enterprise WeChat additionally provides the user's UnionID, which enables the enterprise to make a unified portrait and label of the user in the public account, H5, APP, official website, and applet. Therefore, the enterprise WeChat becomes the user. The best foothold for refined private domain operations. The head of the 1-to-1 use of geometric fission tools to build an enterprise WeChat fully automated fission customer acquisition and conversion marketing link. Reduce the cost of a single flow of regular-priced courses to about 1,000 yuan.
1. Case Path
Users scan the QR code of the poster to add corporate WeChat
In today's high cost of education, "free" educational products are very effective and targeted.
The head of the 1-to-1 uses the geometric fission enterprise WeChat task treasure gameplay, invites friends to scan the code to add enterprise WeChat friends to complete the assistance, and after reaching the designated invitation task goal, you can receive educational products for free.
Parents’ circle of friends are often other parents, and they can precisely reach other parents in the process of sharing. Friends only need to add the company's WeChat account to help them succeed. If they are interested in the event prizes, they will country email list continue to share and forward posters, forming a fission cycle.
2) Free Drainage Product Matrix
The head has created a 1-to-1 product matrix of the enterprise WeChat task treasure, which is divided according to student grades (primary school, junior high school, high school) and product type (students’ notes, high-scoring books, knowledge books, stationery, classics, etc.).
Drainage products are the first contact with customers before they buy regular-priced products. If the design of the drainage products is good, customers will have trust in you. The higher the correlation, the greater the probability of converting regular-priced products;
The improvement of children's academic performance, the stimulation of learning interest, being good to children, and preventing children from learning bad are the most concerned interests of parents. The master selects various teaching materials as accurate drainage products 1-to-1, and distinguishes different grades. For example, Xueba's notes are divided into elementary school, junior high school, and high school, and user tags are improved according to participating in the enterprise WeChat task treasure activities of different grades.