What is the biggest problem when your organization is doing online fission and pulling new people?"
Before writing this article, I asked a principal who usually communicates a lot, and the answer he gave me was unexpected:
"The number one is definitely the copywriting! Look at the fission and innovation done in places like Beijing, Shanghai, Guangzhou and Shenzhen, copywriting + poster + QR code, it's a hit, and it's going to be popular right away, but we're in a small third-tier city, and we can't recruit it. To that kind of copywriting. This year, the copywriting of our agency has changed 3 to 40 people."
Afterwards, I asked principals in different places. Although the answers were different, most of them were in the same direction: no technical country email list support, no useful tools, no good poster designers...
A colleague of mine who specializes in fission-pulling operation guidance revealed to me: The above are all appearances. What institutions really lack is actually the underlying logic of fission-pulling new products.
I wholeheartedly agree. This principle is like you fancy a piece of clothing on Taobao, buy it home, put it on in a hurry, and find it very awkward, so you angrily return it. In fact, it's not that this dress is bad, it's that you don't master the matching method. The collocation method here is your underlying logic. If the underlying logic is correct, the fission will be successful, but if the underlying logic is wrong, it is destined to be a waste of time.
I have read a lot of books on fission and pull new, and I have also traded some related activities. So far, the theory that I most agree with comes from the former vice president of Daily Youxian, Mr. Yan Le, who proposed a fission pull The new universal formula:
Sharing efficiency: How many people are willing to help me share in the existing user stock.
Sharing frequency: All the people who are willing to share will help me share several times during the user life cycle.
Conversion efficiency: After reaching the audience, how many people can be converted into new users.
This theory also applies to K12 offline education and training institutions. Below, I will share with you my own personal testimony.
1. Sharing efficiency
As mentioned earlier, the sharing efficiency is how many people are willing to help me share in the existing user stock. At first glance, it seems to be the number of cold-start users, but digging deeper, there are actually several factors:
Number of cold start users: For training institutions, they are generally employees + veteran students, so I won't go into details here.
Sharing motivation: what entices users to share when they see an advertisement.
Sharing convenience: whether users can share information quickly and conveniently during the sharing session.
In one case, a certain principal sent me a fission poster from their institution.
After the user scans the code, they will enter the group group page. If three people join the group, they can attend the class for 0 yuan. It seems quite tempting, right? But the results may surprise you: the event was held for 3 days, and only 8 people participated. In theory, these 8 people should bring 24 people, but the result is that these 8 people have become bare rods.
After some inquiry + experience, I have mastered the general situation of the agency in the fission pulling new link:
1) Number of cold-start users
The school is designated as the teacher of the school. The principal is already aware of this problem, so I won't go into details here.
2) Share motivation
The sharing motivation of this school is 0 yuan to join a group class.
You may ask, it's already 0 yuan, isn't sharing motivation enough? This is actually a kind of self-inflicted thinking.
For example, if you are a single dog, one day, a mother and child agency will sell you 0 yuan group XX diapers, and 3 people will form a group. Will you share it as soon as possible?