Due to years of entrepreneurial accumulation, the online education industry has achieved rapid development with mature service models, complete technical facilities, and b2c email list the boost of the 2020 epidemic. However, there are still many difficulties in growing and acquiring customers, and the competition for users has become an online education company. The key to victory.
This article will share with you the user growth projects in the K12 online education industry and the construction method of the growth activity matrix, and explore the possibilities and methods of low-cost and large-scale customer acquisition in the online education industry.
The article is long and the directory structure is as follows:
1. How online education achieves user growth
1. Six types of user growth projects
In order to achieve the b2c email list goal of user growth, various tasks such as human resources, finance and other resources are integrated, and various work tasks carried out under a given time and cost can be called user growth projects.
According to the content and form characteristics of user growth projects, I divide user growth projects into six categories:
Market-oriented growth projects are mainly based on performance advertising and brand advertising. The cost is high, but the scale of customer acquisition is also large. The leading companies in the industry with strong capital attach great importance to market-oriented growth projects.
Functional growth projects use product functions and processes to promote customer acquisition, with low cost, mainly design and development costs, and can stably and continuously acquire customers for products, but the scale of customer acquisition is small.
Activity-based growth b2c email list projects, mainly fission activities and reward activities, have many packaging forms and creative gameplay, and have a lot of room to play. The cost is lower than that of advertising, and the scale of customer acquisition is also considerable. For those who do not have enough funds for advertising companies are especially important.
Strategic growth projects focus on data-driven refined operations, combine with other types of user growth projects to play greater value, and are more suitable for products with larger user scales.
Word-of-mouth growth projects, through product experience beyond expectations and proper guidance, form social communication to drive user growth, and are also the goal of joint efforts of various teams in the enterprise, which is difficult to achieve.
Comprehensive growth projects, focusing on the exploration of new growth methods and the integration and utilization of resources. Private domain traffic is a comprehensive growth project that is currently on fire, with great potential for customer acquisition, but it needs to be further improved.
For the current online education industry, the main types of growth projects that contribute more to customer acquisition are market-based growth projects and activity-based growth projects.
Due to the high cost, market-based growth projects are only growth projects that leading companies in the industry can invest heavily in, while activity-based growth projects are suitable for online education companies of different sizes, with low cost and great customer acquisition scale and potential.