Whether WeChat marketing is done well has a great impact on enrollment costs.
There are 2 institutions in the same city that I know, one is English for children. It has been in operation for 3 years and has more than 300 students. They mainly rely on local admissions. The annual marketing cost is about 100,000 yuan , which is mainly used for local promotion part-time wages (sweeping buildings) , activity funds (one small theme activity per month, and one performance report per year), gift costs; another dance organization, which has been established for 5 years, has more than 400 students, mainly relying on WeChat enrollment, and the annual marketing cost does not exceed 10,000 yuan , mainly used for purchasing gifts.
For our small and medium-sized training institutions, WeChat marketing is one of the most cost-effective options. It does not require much advertising expenses or excessive labor costs. It can be played with content and activities. Moments marketing is an important part of it.
But there are several reasons why many organizations fail to do a good job in Moments Marketing.
1. The problem of marketing in the circle of friends of training institutions
1. No content to post
For example, the children’s English agency mentioned above also thought of doing Moments Marketing, and they did it like this: they gave the teacher the task of sending a few Moments a week, and they didn’t stipulate the content, but depended on the teacher’s own ideas. The method was completed. Most of the time, the teachers did not know what to send, and barely completed the task without achieving any results.
Due to the lack of content to post, there are many articles on the Internet similar to "the most complete circle of friends for training institutions admissions copywriting", allowing teachers to copy and complete the tasks assigned by the school with one click. The copied content is mostly jokes and chicken soup. Sometimes the jokes are wonderful and can make people laugh. However, when parents look at our circle of friends, they are not here to listen to jokes and drink chicken soup. They need to see real and useful information. The patchwork of content cannot make parents form an overall impression of the institution and teachers.
2. Excessive marketing traces
Many teachers' circle of friends do not send institution information. When they send institution information, it is "xx last discount", "xx summer class spike", "free", and they want to use low-cost temptation to attract parents to pay. But the circle of friends is not a place to make orders, but a place to build an image. The marketing traces are too heavy, and it is easy to be blocked or even deleted.
As a business behavior, we really need to stimulate telemarketing list prospective students to make deals, but we should be careful about promotions in the circle of friends, and frequent low-price discounts will easily make institutions fall into the low-price trap, attracting people who love to take advantage, and have no interest in regular-priced courses. How much conversion effect, but increased labor costs, but also make the organization lack of healthy cash flow.
3. Unable to form a recognizable character
On the one hand, it is because in the early stage of the operation of the circle of friends, it is not clear what kind of personality should be created. etc., resulting in cluttered content.
This problem is easy to encounter even for people who are from new media. I have a lot of friends who operate new media. They have achieved good results when they set up corporate accounts for the company. Some of them even gained 20w followers a month and tweets 10w+. Unfortunately, it was terminated because it could not continue to output content.
In general, the lack of systematic and sustainable optimization of content planning is the main reason for not doing a good job in Moments Marketing.