Private Domain Case | More than 1,000 targeted customers were added in 1 week, with a course attendance rate of over 85%. How did this adult education company do it?

Adult education is an industry that is constantly developing and growing. With the rise and transformation of private domain traffic, adult education companies also need to work hard in the private domain and use private domain traffic to acquire customers. This article takes an adult education company as an example to dismantle its private domain operations. Let's take a look.

For a service-heavy industry like education, private domain is no longer a new term. Because the education category itself has a long user decision-making chain, it naturally needs channels that can reach customers in a timely manner and influence customers' decisions as much as possible through low-cost or free consultations or trial classes.

Therefore, before the emergence of WeChat Enterprise, some successful educational institutions used a large number of mobile phones to register a large number of personal WeChat accounts to accept customers. Then, in the WeChat ecosystem, they used a series of operational actions such as various community operations, group fission, friend fission, one-to-one private chat, etc. to reduce customer acquisition costs and conversion costs, and greatly improve conversion rates.

However, since 2019, because too many businesses used WeChat for marketing, it affected WeChat's customer experience, so the official began to tighten supervision of personal WeChat and crack down on marketing activities. Personal WeChat account blocking became more and more serious, and educational institutions that relied on personal WeChat also suffered performance losses.

But for businesses, the WeChat ecosystem still needs to be built. With more than 500 million daily active users, the customer connection capability is too powerful, and the effect is still far better than other platforms. Therefore, the official launched a new product: WeChat for Business, which was originally positioned as an internal communication management tool for enterprises. Later, it opened up the ability to connect with WeChat customers. Compared with personal WeChat, it has more powerful capabilities, rich customer management functions, and official endorsement. In addition, it is also safer in terms of risk, and there are many successful application cases.

Therefore, smart businesses have long started to keep up with the official pace and use corporate WeChat to accumulate customers, and the faster the better. Of course, mindless addition of fans is definitely not an option. After all, in the era of stock competition, various products are in oversupply, and consumers are getting smarter. Even if they add you as a friend, if you don’t have a good shopping experience or even receive frequent harassment, the deletion and complaint rate will definitely not be low.

One of our clients is in the adult education sector, mainly engaged in eloquence training. It was originally a purely offline business, but its performance has been declining year by year in recent years. Recently, it saw the trend of WeChat private domain and decided to continue building its online business and get it running quickly.

They have a large number of customer phone number leads that they received through advertising in the past. We helped them add them through AI outbound calls + WeChat (as shown below). This model has been verified to be extremely effective many times. It is used to activate and wake up old customers. It works quite well. In just one week, we added more than 1,000 accurate and high-intent customer groups, and the course participation rate is also very high. Since the operation strategy in the overall link is designed from the perspective of customer experience, and customer group stratification is carried out in advance, there are basically no customer complaints.

Next, let me break down in detail how the overall link is done and what experiences can be reused?

1. Detailed explanation of powder adding process

The overall fan-adding strategy is designed strictly in accordance with the scientific fan-adding process. After all, the incremental era competes with traffic, while the stock era competes with service and experience, so there are three key points in the process that must be considered: who to call, when to call, and what kind of words and interests to use. Only by fully standing from the customer's perspective and designing the fan-adding process can a higher ROI be generated. Otherwise, it can only hurt the customer's feelings and be prone to complaints. The overall fan-adding process of Xinlicheng is shown in the figure below, and I will explain them one by one.

The first step is to screen the outbound call data profile

Let's first look at the first step, the screening of the data portraits for outbound calls, which corresponds to who to call. In terms of time selection, since the traffic delivered in 2023 has basically been added to the WeChat account through guidance. And a batch of leads accumulated through advertising in late 2022 are still silent in the CRM customer pool. If all the potential customers in it can be added to the WeChat account to the greatest extent, it will save a lot of re-delivery costs.

How to stratify this batch of leads? The most important thing is to analyze this batch of leads based on the demand dimension.

Some of them are students who have already received a trial class by clicking on an ad but have not attended the class. Since this educational institution has only been doing offline classes before, after analysis, these students who received the class and will attend the class in the future are either from other places, that is, there is no offline teaching point in the area where the students are located. Or the students themselves do not want to spend time on offline classes and prefer online courses. Another part is students who did not receive the course but only left their phone numbers.

The above is mainly based on the analysis of the reasons why there is no conversion in the lead pool as the basis for stratification and portrait screening. After all, the customers who can be retained are most likely potential customers, but some of their needs are not met, which leads to these customers not being converted.

Step 2: Design the fan-adding benefit points

In the previous step, we analyzed why there were so many customers in the lead pool but no conversions, and based on this, we stratified the data. The next step is to design the benefit points, which is also the most important part of the entire process. The design of the benefit points should be able to meet user needs and have a high sense of value. Only in this way can customers feel that you are considering from his perspective, not for marketing. The design of the benefit points still needs to meet the following four characteristics: low cost, timeliness, sense of value, and relevance.

Since the customer pool itself is guided by the delivery of expression and speech courses, the demand is relatively clear and predictable. However, customers cannot attend offline classes for various reasons, so the main benefit point design is: 8 online improvisational expression courses worth 299 yuan, free of charge. While reflecting the relevance, it solves the problem that customers cannot attend offline classes. Because it is a recorded course, the cost is also very controllable. 299 yuan also reflects the sense of value, and only customers invited by phone can receive it for free. Other channels can only be purchased at their own expense, which further reflects the sense of identity.

After determining this interest point, you can use corresponding wording to invite customers to add your company’s WeChat.

Step 3: Design and implement outbound call scripts

Even for the same interest point, the effect varies greatly depending on the design of the speech. Whether the customer wants to hang up immediately after answering the phone depends on whether the design of the speech fits the user experience. Unlike traditional outbound calls for marketing promotion, in order to add an enterprise WeChat outbound call, the focus should be on making the customer feel that you are not selling, but considering his interests. Therefore, there are still two core points to consider: outbound call identity and speech process. How did this adult education company do it?

First, two test points were selected for outbound call identities:

1. Welfare Officer;
2. Teacher XX;

This company actually used the first identity before: XX Welfare Officer. But in fact, the effect was average. Because for the education industry, the direct demand of customers is to improve their abilities in certain aspects, and they hope to have professionals to help them improve their abilities. Trust is the most important thing. The word "welfare officer" does not reflect professionalism, and it is difficult to generate trust that you can help me. Secondly, when there are a lot of marketing calls, especially when the interaction with the customer itself was not deep before, the welfare officer will only make them feel that it is an excuse for sales. So in the end, the identity of XX teacher was adopted, which is more in line with the tone of the education industry.

After the identity is chosen, the next step is to design the call process. A good process can increase the fan-adding rate by at least 10%. Of course, due to the large number of customers, the cost will be very high if the calls are made manually. Therefore, we still use the AI ​​intelligent outbound call system, which means that real people record the call scripts in advance, play different call scripts according to different nodes, and call customers intelligently. Not only does it greatly reduce the cost of manual outbound calls, but the effect is not discounted too much, and there will be no mistakes due to human factors.

Because no matter how many customers there are, you only need one person to record and one person to operate the call. If you are worried about the effect of the call, here is a case study for you. You can pretend that you are the customer and try it out.

Since AI outbound calls need to record the script in advance, you must consider various possibilities in the script, such as what to say if the customer is silent? What to say if the customer refuses? The following map shows the overall idea of ​​AI script design. I will not show the detailed outbound script because it involves intellectual property and commercial secrets. I will mainly explain some of the experience gained in this process later to help you avoid detours.

Of course, you can also reply to the official account [Education Script Template] to receive the education/general industry script template .excel version file, and fill in the form directly using this template.

Here I mainly share some experiences gained from doing A/B testing of different speech techniques at key process points:

Opening remarks: polite inquiry + self-introduction + (behavior review) + giving benefits

The opening remarks are the most important part of all the links, because the quality of the opening remarks determines the customer's hang-up rate. Regarding the opening remarks, we have summarized a formula based on our good experience: polite inquiry + self-introduction + (behavior review) + free benefit points + time limit.

First of all, polite inquiries, especially on the phone, are very important. If the customer is busy, he will not be patient enough to listen. A few days ago, I was chatting with a friend who is the founder of a company. He complained that when he saw the bank calling me, I was still in a meeting. I thought it was something important, but they asked me to give me a coupon. I was so busy, but they went out to answer the phone during the meeting. I was immediately angry. Therefore, it is good that the customer can answer the phone. Asking a polite question at the beginning, such as: "Hello, Mr./Ms. XX, this is Teacher XX from XX, is it convenient for you to talk now?", will reduce the hang-up rate of the call.

The second is self-introduction. Some customers are sensitive to marketing calls, so you can first introduce yourself as Teacher XX, rather than a salesperson or welfare officer, to dispel the customer's concerns in advance. For example: "I am Teacher XX from XX, specializing in improving communication skills."

Then there is the behavior review, which is to awaken the customer's needs, make the customer aware of his needs, and make the customer feel that you are paying attention to him, rather than just calling casually. It is also to find a reason to throw out the benefit point. Psychologically speaking, when you want customers to accept something, people's acceptance level is 2 to 3 times different with and without a reason, for example: "You have received our courses before, do you still remember it?" Give the benefit point, and then follow the above behavior review, make it clear "why", and you can immediately throw out the benefit point, such as: "We have opened an online course for your convenience. In addition, we have prepared 8 free improvisation classes for you this time, which can help you improve your communication and expression skills. You can add WeChat later and send you the course."

Finally, if the customer refuses the invitation, you can go through two more rounds of sales talk to win him back. If there is really no demand, you have screened out non-potential customers. It is recommended not to add fans to the company's WeChat account. This will help reduce the company's WeChat operating costs, increase the accuracy of fans, and improve conversion rates.

WeChat invitation words: WeChat ID verification + guide to open WeChat + detailed operation link

The first step is to verify the WeChat ID. For some customers, their phone number may not be the same as their WeChat ID. So in order to avoid being unable to search, first ask the customer whether the number is their own. If not, ask the customer to provide the correct number, for example, "OK, is your mobile phone number the WeChat ID?"

The second is to guide customers to open WeChat. Because when adding through WeChat, customers receive service notifications on WeChat, which have a weak reach. Directly guiding customers to open WeChat during the call will greatly increase the success rate. For example, "Please don't hang up yet. Could you please check your WeChat chat interface to see if you have received an orange service notification with a small speaker avatar?"

Then, there will be some customers who don’t know how to operate, so try to describe the specific operation links clearly, for example, “Click on the latest information in the service notification, you will see a QR code after clicking, press and hold the QR code for 2 seconds and add it to the address book, please try it.”

Step 4: Add WeChat for Business + Send SMS

Finally, the process of adding WeChat for Business. One thing to note here is that the time when WeChat for Business initiates the addition must be the same as the link node of the outbound call. In fact, it is to use WeChat for Business to search for the customer's mobile phone number and fill in the verification phrase to add. In addition, sending a hang-up SMS to the customer will also increase the pass rate by 1~5%.

The design of the verification phrase must be linked to the outbound call. Here, the formula can still be used: Who am I + Why add you (purpose) + Benefits after becoming a friend (interest point) + How to accept the friend application. For example: "Hello, classmate XX, I just called you. Please accept the friend application and I will send you XX course for you to take."

When sending text messages, you should also link them with outbound calls to serve as a double reminder. For example: [Brand Name] Hello, classmate. I just called you. Remember to apply for a friend through service notifications, or click [Short Link] to add me and receive the course. Reply T to unsubscribe.

Step 5: Enterprise WeChat guides new customers to convert

The ultimate goal of adding friends is to allow students to receive trial courses, build trust in the brand's professional service capabilities through trial courses, and then more easily convert to full-price courses. Therefore, at the beginning of adding friends, the design of the welcome message and the subsequent action guidance link for students are very important.

The design of the welcome message needs to be combined with the purpose of adding friends. If adding friends is for customers to participate in the experience class training camp, and the customer has been informed on the phone that 8 free online courses are available, then the welcome message can be in this format: greeting + benefit point realization + action guidance. Especially for action guidance, it does not mean that the customer has succeeded after adding your WeChat. You must try your best to guide the customer to attend the class. Generally, the completion rate is an important indicator.

Therefore, before the training camp begins, you can start "assigning homework" to customers. Only when customers are invested can they truly perceive the value of the course. For example, use the pilot course as a small threshold to enter the training camp, ask customers to reply "I have learned", and then invite them to join the community. First, the investment is not very high. For customers who are really willing, it is not difficult to complete it, so most people can be guaranteed to complete it. Second, doing so will once again screen high-willing customers before entering the community, and will also greatly increase the community's activity and completion rate.

2. Replicable highlights

In fact, when it is sorted out, the link for adding fans is not complicated. It is nothing more than AI phone call invitation + corporate WeChat adding fans. However, with such a link and the same tools, some companies may be complained by customers for harassment and cause losses, while some companies can quickly add fans and get excess GMV performance.

So links and tools are important, but the most important thing is to think about the details of each execution point. A small interest point and a different rhetoric can make a huge difference, and the accumulation of multiple details can bring even greater differences in results. What methods are effective? What methods are ineffective are also valuable experiences that can only be summarized in actual combat. This is also the purpose of sharing this article, to help you save thousands of trial and error costs and get results as quickly as possible.

Let's take a look at what highlights of this case study can be reused, and let me make a summary:

1. For stock data, we should not only analyze its demand, but also analyze why it becomes "stock data", that is, the reason why customers do not buy it

Generally, the stock data refers to some customers who have not been converted in the past. Therefore, for such customers, it is more important to analyze why they were not converted in the first place than to directly recall them according to the previous strategy. Only by knowing why customers did not choose you and what obstacles they encountered in the middle can you improve your products and services according to the customers' problems. For example, this education company used to have pure offline courses, so a lot of customers who were in other places or did not want to study offline became stock customers.

2. The benefits should be closely related to customer needs and be able to solve the problem of customers not buying

Only by knowing why the stock data becomes stock data can we propose targeted solutions. For example, in response to the problem that customers cannot or do not want to attend offline courses, this educational institution quickly found a solution and built an online course system. As a free benefit point, it re-invited customers to participate in online courses through recall. Only by solving customers' problems in a targeted manner can we recall customers and increase the fan increase rate and subsequent conversion rate.

3. You can design some timely "task points" to allow customers to participate in real time, guide further actions, and cultivate stickiness

The short-term training camp conversion method has become the "standard" for many online education institutions. However, in terms of process, since the training camp has a cycle, the overall process is roughly: adding fans - attracting people into the group - waiting to start - starting - in progress - ending - group disbanding.

Many institutions do not do any "task assignment" during the stage of adding followers and attracting customers to the group. Customers may be excited when they join, but they have to wait for the class to start. Maybe they will forget about it while waiting. It is better to strike while the iron is hot and design some easy-to-complete tasks first. When customers come in, they can watch the pilot course before the class starts to guide them to take action. This will increase the probability of further action.

Conclusion

The above content has been shared. In summary, if you want to run the fan-adding model of the entire education industry faster, you cannot do without the above five steps. The quality of the strategy of each step is actually directly related to whether there is an accurate analysis of customer needs and human nature.

The highest level of marketing strategy is to make customers feel that you are not marketing, so in the design process, first of all, avoid some strategies with poor results based on past experience in advance, and reuse the experience of successful models. Secondly, strictly follow a set of processes and methods that have been verified N times, conduct design and continuous experiments, and you will achieve faster success.

Author: Mao Wen Private Domain Research Society, WeChat public account: Mao Wen Private Domain Research Society