1. Education industry faces a challenge under the opportunity, the rapid expansion, control cost and product effect and become the core appeal,
2. The user and the enterprise widely recognized weibo content of ecological value, weibo has become an irreplaceable influence education industry platform,
3. The effect of weibo ads from the two large amount of cost control and rapid expansion core appeal, through the six product strategy to upgrade, provides the corresponding solutions,
4. Weibo brand advertising for the brand marketing activities provides innovative ideas and rich style, help advertisers implementation effect syncretic,
01. Focus Focus
From a product perspective under the opportunity of education industry challenge
Now, we both live in an era of "universal education", according to the CCTV network survey data show that education is more than the housing, to become family first spending money, the user a strong appetite for education spending, education enterprise growth space is huge,
Opportunities in the education industry thriving environment, consumer and education institutions is faced with the challenge of nots allow to ignore, choose the brand, research faculty, inquire about word of mouth... Consumer choice many interference factors, into a single decision-making difficult, as the Internet demographic dividend gradually weak, online traffic become more expensive, epidemic and other uncertain factors also bring additional risk, more education institutions for guest facing the same problem, how the advertisers can fast and stable customer, seize business opportunities to achieve expansion amount?
In addition, the education industry marketing goal of advertisers is more complex, in the short-term or periodic marketing activities need to control costs, with higher price-performance user transformation; In medium and long term goals, industry influence and sustained brand (depends on ecological construction, advertisers need to deep strategic layout, pay more attention to the effect of give attention to two or morethings,
In conclusion, the rapid expansion, control cost and product effect one of the three direction, constitutes the core of the current education class advertisers marketing pain points and appeal,
02. Deep - the depth In Operation
From a user perspective weibo content of ecological value to education industry
According to the latest figures, 64.3% of users through weibo and other social media for education and training information, weibo has become the main platform of user education information, weibo total covering more than 200 million education interest groups, they actively discussing the related content, the average annual output on education subject to exceed 100000,
Bloggers in the field of education, KOL in weibo transfer knowledge, to share their experiences, but also with the aid of potential energy efficient accumulation account the influence of the platform, Tom @ one's deceased father grind politics as a traditional subject teachers in weibo to achieve transformation, through the vivid interpretation of the knowledge in the form of a short video, fans hit the 5 million mark number quickly; Passers-by panghu @ justice as a blogger, interesting knowledge sharing mode 2 month issued more than 20 weibo video, top 13 million, with only 2 months starting from zero, the rapid precipitation of the nearly 1 million fans,
As is known to all, education industry events are usually realized in weibo, fermentation, and eventually get cut in attention, in the college entrance examination in 2020, for example, weibo events in which the role of "booster", a total of 298 words rushed out, more than 1000 colleges and universities, more than 1000 famous stars and more than 69000 large coffee participation in weibo, rooting for 10.71 million students; At the same time, weibo is also driving events to break the circle of "catalyst", machine examinee, college entrance examination composition contest, fancy ideas inspired netizens online activities such as the university entrance exam words inscription depth of creativity, promote participation of the entire network is soaring, realize the resonance effect,
Visible, weibo is an irreplaceable influence education industries platform, so how weibo advertising through product upgrades, advertisers can assign education industry to realize commercial value?
03. Effect of value-added Effect happens
Weibo effect how advertising can assign education advertisers?
With the 2020 weibo fan tong blockbuster launch 3.0 (for more details, please click here), in the scene, style, data, algorithms such as dimension again upgrade, weibo commercial products in the industry continue to pilot, at the same time, weibo also introduced a product solutions for the education industry, positive direct education advertisers on the effect of advertising "cost control" and "effective expansion volume" the core of the pain points,
Super powder how to boost education advertisers control the cost?
From the above formula can analyze, control marketing costs means that the need to increase the efficiency of the microblog product strategy from three directions, by "scenario fusion upgrade", "crowd precise orientation", "optimization algorithm model" strategy to upgrade and improve the efficiency of all,
Super powder "x and x series" (for more details, please click here) provides a more native, interactive experience more smooth flow of content and advertising, effective traffic scene through commercial and nature, and help landing page ascension into education industry;" Comment on top "can help advertisers to usurp user high concentration, high interaction area, turn diversion links such as entrance into the natural user comments scene, effectively increase the rate of diversion,
To help more accurately select the target population, super powder platform support user basic attribute, user environment, user interest, account relations and other multi-dimensional directional function, also provide system optimization package including education industry, market data package, abundant data packets for advertisers autonomous choice, in addition, advertisers can also upload a custom powder packets to super platform, has transformed the crowd for similar to expand or exclusion has transformed the crowd,
Weibo education industry product operation team also summarized refined education industry super powder packets using skills, help advertisers according to the different stage of popularization, flexible adjustment on the strategy,
Super powder oCPX can be conversion rate forecast, according to user behavior will recommend advertising intelligence to more demand of users, has support for multiple transformation type as the target of optimization algorithm model, including promotion of APP, collect sales leads, drive weibo rose powder and increase WeChat attention, effectively improve education class AD conversion efficiency,
Super powder oCPX also launched "learning period", the function can effectively improve the advertisement plan in primitive accumulation phase of the learning efficiency and learning effectiveness, boost education class advertising better entered a stage of stable running, some education in the use of the advertisers oCPX "learning period", at the same time of costs by 10%, advertising consumption effectively increased 30%,
How super powder can assign education advertisers efficient expansion amount?
Expand on the order of magnitude means need to touch up to more targeted, weibo product strategy from three directions, by "content scene extension", "intelligent development dimension", "detonated fans potential energy" strategy optimization, fu to advertisers more efficient touch up to target groups,
In weibo mass content of the field, the user in the body of the page, often comment on flow, specific content search flow scenarios such as consumption, context contents has high correlation, based on this, super powder "content orientation" function for advertisers to expand the education class more accurate business scenario content, through education and training industry term package, head advertisers exclusive custom package, weibo hot word content orientation package, can be in the user search or browse the education related content, display and content of commercial advertising, highly
In expanding dimensions, super powder oCPX automatic expansion amount of support in the original orientation population, automatic search for high into the crowd, for advertisers, running problems in an APP advertisers after super powder on the open expansion amount, average daily exposure rose 97.45% month-on-month, daily average rose 101% month-on-month, conversion cost is decreased by 21.3%,
How to maximize the use of weibo fans economy "fission" the properties of the detonating fans potential energy in the field of education? Super powder cornucopia (for more details, please click here) to help advertisers gain social great influence to the account, make business in the form of more native content quickly broken ring, strong ascending user awareness and interest in degree of education products,
Some education brand and celebrity mom Deng Sha and multiple maternal parenting class KOL, recommend brands from the perspective of professional objective, detailed product advantages, enhance the advertisement audience trust of marketing information, help the brand stable access to a large number of users,
4. Quality effect value-added Quality & amp; Effect
How weibo brand advertising power marketing effect syncretic?
Education class brand besides focusing on stage marketing goal, should also pay attention to the brand - in the long term and ecological construction, microblogging platform provides a rich education content of ecological field, provides a more multidimensional brand marketing activities of marketing ideas - whether it's endorsement officer xuan, heat gain, topics, events spin or public opinion publicity, weibo is to support the corresponding advertising products combination, boost brand Campaign exposure and volume double harvest,
@ assignments, help live in weibo blockbuster officer xuan endorsement of Chinese women's volleyball team events, with the help of a "women's volleyball team spirit" establish resonate with the target audience to enhance the image of "leading" brand, weibo advertising products to the high-energy assists, provides exposure from precipitation drainage into the content of one-stop solution,
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During the outbreak of "closed don't suspended" became the urgent demand of students, @ learning and thought they gain hotspot, introduced the topic # # mask in the spring, hit the slogan: "the children master of a model is to cure the light of the present and future!" Recorded from the perspective of public welfare star read zhu zi-qing "spring" video, trigger a netizen emotional resonance, weibo resources strong cover users browse the full path, thousands of KOL to participate in the communication, microblogging stream advertising booster volume, topic reading quantity is soaring breakthrough in 24 hours,
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@ new Oriental online in class followed the social hot spots to launch online live broadcast at the same time, invite group founder @ Mr Yu personally platform, Mr Yu as the active on weibo entrepreneurs V, with 15.76 million fans, exclusive run @ new Oriental online through the microblogging, strongly promote the activity, in addition to the boot header, topic, advertising information flow, also found another page "live good lesson" entry directly connected mass accuracy of users, according to data, @ Mr Yu live platform through weibo campaign sentiment, single-game total watch 2.67 million person-time,
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05. Conclusion
Yunnan enterprises take technology co., LTD focus on network marketing, there are any problems or questions on the network marketing can leave a message below and communication, we will do our own strength to give a solution!
