How to do better marketing for education and training institutions

Education and training institutions want to better marketing customer acquisition, you need to give different solutions for different consumer decision-making chain.

●There are too many interferences in the consumer scenarios - the scenarios are connected through the "media matrix".

●Decision-making paths are variable - through the "technology empowerment", to do a good job of guiding the path, to achieve driving consumer behavior.

●F-factor influence - through the "content support", to create a content circle

Next we will focus on the education and training institutions of the whole chain of marketing how to do.

(A) media position (media matrix)

To create the consumer from "cognition" to "intention" to "action", we will use the "media matrix" to create the "media matrix" to create the "media matrix". The whole process of "action" media matrix. Covering the whole decision-making path of consumers from stimulation → search → understanding → proof → experience → purchase.

Referring to the consumer's decision-making path, taking Baidu's media as an example, let's take a look at how the media matrix is constructed one by one.

The first step is to stimulate consumers' willingness to learn, from "not knowing" to "knowing". Through big data analysis, lock the target user, and then scenario-based information implantation, for example, when waiting for the child to read information after school, by the child's learning problems, summer vacation in the neighborhood ....

Next, when the target user's "needs" are stimulated, they will "find" more relevant information. The Baidu search to query, educational institutions will be presented in the form of search results, or through the know good learning platform presented.

The purpose of "searching" is to understand better. In Baidu's media matrix, there are media ports such as brand zone, Baidu library, Baidu know, and the official website of the company, which allow the target customers to know more about the company.

After understanding, target customers will usually "seek proof", consumers are very cautious, not you say good, they will check online, will ask in the professional platform, we can through the Baidu knowledge pendant platform Baidu word of mouth and Baidu encyclopedia, the layout of the content precipitation, to create a corporate content marketing matrix, and then The Baidu Baidu Baidu Baidu Baidu is a professional platform for the consumer.

After the "proof", open the experience. Now the popular live broadcast, online audition, video courses are to allow customers to experience before making consumer decisions, is a reflection of the content front. The cost of education courses and learning cycle are longer, the customer decision-making will be relatively cautious, content front is very important to determine the final consumer decision, play a role in the door.

Through the above in the consumer decision-making process, the whole chain of media coverage, drive the consumer from the stimulated demand - looking for - understanding - seeking evidence - experience, until the final realization of the purchase.

(2) Technology Enablement

1. Baidu Stargazer: Open up the whole chain of data and realize the precipitation of data assets.

The first core ability, the whole domain data insight.

The second core ability, the whole media strategy to reach.

Third core competency, all-links asset precipitation.

Technical things do not say more, say more will be dizzy, the following chart, briefly described. Stargazer can know which users on Baidu are your target audience, and will tell you what they want to see, what kind of content will impress them. At the same time, when these target users respond to the advertising messages you place, it will record their feedback on the advertising messages, so that educational institutions can continue to marketing conversion.

2. Keemuyu, Aifanfan

When the target audience is learning about educational institutions, Keemuyu allows them to see personalized creative, such as when the target audience searches for "second grade English tuition classes", then they see the elementary school Second grade English tuition related creative, at the same time, into the landing page and advertising content is consistent, with promotions or activities to transform the component, you can let consumers leave his clues, so that the educational institution to further communicate with the current audience. When the communication and interaction is generated, the advertisers of the educational institutions can continue to follow up in AiFanFan, forming an online customer lead management center, so that the entire promotion and marketing process forms a closed loop.

(C) content support

It has been said that technology and creativity are two sides of the same coin in marketing. Next we focus on creativity, what is creativity? What we put to our customers through the full media is what we put to them through the media, and the creativity contained in the content of the placement is what makes the whole advertisement fascinating, and it is also an important factor in determining the effectiveness of the advertisement.

Simply put, a few of the effect of the advancement of the content to play a decisive role:

1. Mature industry placement methods, there is no actual operational experience, you are not aware of the industry audience like what.

2. The attractiveness of the landing content, determines whether the target audience can choose to further engage with the educational institution.

3. Creative videos that are fun, focused, lively, and innovative go to show the advantages of the educational organization so that the target audience wants to watch.

4. Self-media content deep plowing, in the media information end of the precipitation of more high-quality content, so that the target customers have doubts, looking for related content, choose to trust us more.

Finally, the three solution strategies media positions, technology enablement, content enhancement are fused together to form a full chain of AI marketing methods for education and training institutions!