Three types of user mindsets for efficient customer acquisition in minority languages

As a very small field, acquiring customers in minority languages ​​has always been a difficult problem, even on platforms with relatively large traffic such as Xiaohongshu. In this article, we will discuss this issue. First, let’s talk about the user’s mind.

After reading thousands of comments, I found an interesting phenomenon. Especially for language learning and training users, their mindsets in the public domain are actually very simple, and there are only three types.

It is a consensus among excellent companies that only by having a deep understanding of user perceptions can a company or a team better serve users, develop and iterate better products, and have better marketing conversion processes.

After browsing the market, I found that there is no dedicated article to introduce the public knowledge of users of language training for overseas students. This article will fill this gap. I hope to help more overseas study institutions and language training institutions avoid some detours.

At the beginning I mentioned that there are only three types of user cognition. Next, I will explain what these three types are one by one.

1. Concerns about one’s current situation

The following are real comments from users

Two 12-year-old kids, zero foundation. Want to listen

Can an 11 year old learn it?

Do you have any courses recommended for adults with no basic knowledge?

Are there any courses suitable for working people? Are there evening and weekend classes available?

How to learn in Hangzhou

The exam is next year. Is it too late to study now?

The exam is next year, is it too late to study now?

Please help me, please help the children. If there are no more children, school will start again.

My child is planning to go to France in the future. At what age is it best to start studying?

In summary, these are all concerns about their current situation: worrying that they are too old to learn; worrying that they are too young to learn; worrying that they are office workers and don’t have time to learn; worrying that they will go to school soon and won’t have enough time to learn. These are all very painful points for users. They are afraid that they can’t learn with their current conditions.

At this time, it is time for excellent companies to step in. When promoting marketing, they should continue to increase the publicity of corresponding successful cases. For example, to dispel the concerns that elementary school students cannot learn, they should promote young students who have learned very well and have won honorary certificates from institutions; to dispel the concerns that adults have no time to learn, they should promote that the course time is arranged in the evening and weekends, and many office workers have signed up and are making rapid progress.

2. Concerns about institutional capacity

In fact, in addition to concerns about their own conditions, users are more concerned about the capabilities of institutions.

The following are real reviews from users.

How's the talk?

Chinese teachers or foreign teachers?

Could you please provide details of the live small class?

Do I prefer live broadcast or recorded broadcast?

Are foreign teachers also online?

Want to know more about online live classes

Is there a trial fee?

Is there a 1 on 1 session? Can you tell me the price? How much is one session?

I am in the United States. Can you provide more details on how to register for the class and the fees? Thank you

Hello, how much is the cost of studying abroad directly?

How much does it cost to achieve preparatory

How much is a one-to-one lesson? How long is it?

There are more comments, but I can't post all of them here due to the length limit. But these are the comments I refined. Then all these comments are summarized and sorted out, and they can actually be divided into 4 points of concern .

The first is the follow-up channels . Someone recognizes your ability and your process, but he only reads your promotional materials and does not know how to continue to understand the follow-up content.

Do they send you a private message, or do you send him a private message? Or do they need his phone number or something like that? I don’t know. Some organizations are careless and don’t directly tell users the channels and methods of contact, so this concern arises.

Then there are concerns about teaching ability . You will find that the word "foreign teacher" often appears in users' comments. In fact, it is not because users have discrimination and prejudice and think that foreign teachers teach better. In fact, it is not the case.

The psychological concern behind asking whether there are foreign teachers is to question the teaching ability of your institution, because I don’t know you at all, I only saw the promotion information, how can I know whether you are capable? So the first impression is whether there are foreign teachers.

If an institution says that all its teachers are foreign teachers, that will definitely give people great confidence, because everyone believes that the native language is the best language. If the teacher is a foreign teacher, users will think that he speaks the best, so he must be a good teacher.

Then there are concerns about the course process . In fact, the course process has three subdivisions. The first is time. If you are not sure how long it will take to learn this, and the form of the class, will it be online or offline? Is it live or recorded? And can I make up for the class?

Finally, the content of teaching. Some users are very motivated to learn and have already started self-study, so they will have some very specific questions. Or these users have higher learning needs and will ask if there are separate foreign teachers to teach oral English. They need separate training, that is, one-on-one.

It is best to tell customers about these specific course processes at one time during promotion. Because customers who have needs, willingness, and ability to pay have their own lives, their own free time, and their own specific needs, so telling customers directly can reduce a lot of repetitive inquiries and improve consultation efficiency.

The last and most important issue for all users is the price of the course . No matter which user you are, you will definitely care about this issue. Today's users are different from the past. They have too many choices. If your price is much higher than the market average, they will know it.

Even if users do not understand, in other words, they do not know the market price at all, they will still care whether the price is within their affordability.

Sometimes a problem arises here. The company sets the number of user inquiries as the KPI, so the marketing promotion staff will deliberately conceal the price and not tell the price directly, for fear that the user will know the price and refuse to inquire. Therefore, they conceal the price from the beginning and only wait until the user actively asks in a private message and directs the user to the private domain, and then introduce the price.

This will result in a situation where a lot of effort is spent to attract a user to the private domain, only to find out in the end that the other party has no ability to pay. The company cannot obtain this customer, but the employee has completed the task because he has recorded this clue into the KPI.

If the price issue is not handled properly, first you will lose customers, and second you will set unreasonable KPIs, causing the company's profits to be lost. Therefore, the price issue that users are worried about must be treated as a very important matter for the company.

3. Concerns about future goals

Of course, in addition to users' concerns about their own conditions and the capabilities of institutions, there is also the ultimate concern, which is the concern about the future and goals. What exactly does this concern refer to? The following are the most authentic comments from users.

I am not going to study abroad, but I am planning to go out and play for a week. Should I study?

What level of study is required to study in France?

Zero foundation, the purpose is to live abroad

Do I need B1 to study at an art school?

Can I go to Germany directly after learning B1?

Can I go to a German university without taking the TestDaF?

English level 8 + Japanese N1 Now working in sales, can adding French help me break through?

What about French + Media (I majored in Broadcasting and Hosting Arts in my undergraduate degree)?

I work in architecture. Can I study French and work abroad?

In fact, the concerns about having goals for the future can be summarized into two subdivisions:

1. External demand concerns

Do I need to learn this language?

What level do I need to reach to learn?

Is this level enough to do something?

Users know the existence of this language, but are not sure whether they need it. For example, if I go out for a week, do I need to learn a language? If I learn it, what level do I need to learn to study abroad? This is also uncertain. And I have reached a certain level now. If I communicate with foreigners one-on-one, is this level good enough? This is also a concern.

Concerns about external demand are often unavoidable for all institutions, as it is the initial motivation for users to learn a language.

2. Concerns about future development

What language is promising to learn? What can I do with this career and this language?

When users learn something, they must do so in order to find a better job or to help their development. But the reason they hesitate is that they don’t know how this language can help them specifically.

Just like since childhood everyone tells you that you have to write well, but you don’t know and are not sure how much money and time you will spend on practicing calligraphy.

What users worry about when choosing to learn a language is often that they are not sure what value this language can bring to them. Except for those users who are very goal-oriented and determined to learn a certain language or go to study in a certain country,

There are also some hesitant users who are unclear about the value of language learning. Institutions need to help them sort out the value of learning the language before they can make subsequent conversions. Otherwise, they will keep delaying payment.

4. User Cognitive Framework

Finally, a summary is made here to facilitate the organization to use it as a reference for subsequent publicity and promotion.

The last column of solutions is limited in length, so I won’t go into too much detail here. If you need it, you can leave a message and I will write about it later. If you think you have understood user cognition and can iterate out the corresponding solution, that’s fine too.