Education global expansion, global expansion industry brings different existence. Different from the fast-moving consumer goods e-commerce transaction model where payment is made and delivered, services for education global expansion companies begin after the transaction is completed. Post-transaction content and services are important factors that determine customer experience and future repurchases and recommendations. They also determine customer reputation, brand impression, and even the business results of the company.
Educational global expansion is also a customer scenario served by SocialEpoch. Today’s article, combined with the practical experience of owned-channel operations of many leading education global expansion customers, let’s talk about how education global expansion companies combine content and services to enhance customer experience, promote customer interaction, and promote repurchase recommendations!
#01 Social media: a place to build reputation and connect with customers
Whether it is Facebook, which has the largest number of users in the world, or LinkedIn and Twitter, they are all important positions for accumulating word-of-mouth and connecting with customers. The flow of traffic from search engines and vertical platforms to social media is an irreversible trend of the times. At this stage, what enterprises need to solve when facing social media marketing is not a question of yes or no, but a question of how to do it.
Social Selling is an important way for enterprises to solve current social media marketing and transaction transactions. Compared with the previous manual operation method of a single account, the social media sales model of account matrix + RPA + AIGC can revolutionize social media marketing and transaction results.
Moreover, the value of this model is no longer centralized. Whether it is corporate officials, sales individuals, or marketing members, they can create and operate content on social media to establish IP influence, directly connect and interact with target customers, and then achieve final conversion and transactions.
The same is true for businesses engaged in global expansion of education. From the perspective of product promotion and customer acquisition, they need social media sales, thousands of account matrices for saturation attacks, efficient operations of RPA robot process automation, and AIGC's ever-changing content to ensure that social media marketing content and communication go hand in hand.
#02 owned channel precipitation, owned channel precipitation, owned channel precipitation
All education global expansion companies will do owned channel precipitation in the marketing process, that is, establishing connections with customers in social networks through WhatsApp one-to-one friends, groups, WABA and other methods to further market interactions.
Strategy 1: Flash mob group
Take a children's Chinese education global expansion company we serve as an example. In addition to adding friends, all incremental new customers will also be added to a flash group for batch marketing.
The flash group is actually a batch owned-channel marketing method with the direct purpose of conversion. It combines student cases, course discounts, teachers, teaching content and other content and role output to persuade customers to place orders.
Of course, in such a key conversion step, in addition to marketing strategy and content, the empowerment of marketing tools is indispensable. It can be combined with content tools such as Marketing Bao to produce industry materials, or it can be combined with WhatsApp SCRM to conduct intelligent group chats to ensure efficient and high-quality conversion of flash groups.
Strategy 2: 1V1 refined operation
All customers must be added to the 1V1 friends of customer service. This is a refined operational action in addition to the mass marketing of the community to ensure customer experience and conversion effects.
At this stage, a children's Chinese education global expansion company uses the labeling function to tag each parent to present a personalized personal portrait system, and then combines it with MA marketing automation capabilities to send thousands of content information to each person, improving customer experience while reducing operating costs.
Strategy Three: Transaction Customer Interaction Group
All customers who have completed transactions will be invited to join the current interactive group by category. Such group chat is the beginning of the company's real services and content.
Through competitive and interesting check-in activities, course coupon collection activities, and interactive Q&A activities, parents are stimulated to share in the group, ensuring students' experience and learning effects in the course, and allowing the next renewal and referral to occur naturally.
#03 Publicly owned channels are linked together to provide a continuous flow of living water from the source.
The public domain is incremental diversion, the source of running water; the owned channel is the stock operation, which is the long-term flow of water. The two complement each other and are indispensable.
For education global expansion companies, social media is an important public domain platform and an important position for acquiring customers and conducting brand promotion. In addition to the Social Selling model mentioned above, returning from owned channels to the public domain is also an important marketing method.
In this regard, the approach of many education global expansion companies is that successful cases and content in owned channels can be used and promoted in the public domain. For many outstanding students, you can directly invite them to make spontaneous promotions and recommendations in public social media, and provide course coupons and other preferential benefits to stimulate decentralized distribution and marketing of parents and create corporate UGC (user-generated content). Compared with official marketing content, these contents are more credible to potential customers and have better traffic-drawing effects.
