In the knowledge payment and education and training industry, how to build an efficient private domain operation system from 0 to 1 and achieve a breakthrough from public domain drainage to private domain transformation is a challenge faced by many practitioners. This paper disassembles the underlying foundation capabilities and business output capabilities of knowledge payment services in detail, and proposes six major models of private domain operation for your reference.
As the person in charge of the private domain who has operated tens of millions of knowledge payment products of the year, I am well aware that the competition in the public domain is becoming increasingly fierce, and the key to breaking the situation lies in the synergy of the public and private domains.
Next, I will talk about the whole process of knowledge payment (including education and training) from public domain to private domain, help you understand the growth logic from 0 to 10 million, and help you build a private domain operation system with high customer unit price.
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At the beginning of the text, it is mainly divided into two parts:
The first part, what does the knowledge payment system that can make money look like?
Part 2, how should a private domain system be constituted?
What does a profitable operating system look like?
If you bosses and traders don’t even understand the knowledge payment business and product system, then I suggest that you sort it out according to my case ideas, which is also a point that I found that many teachers who teach and sell courses have not explained it thoroughly to everyone.
The following takes the business model of a consulting management company as an example to illustrate the two-tier capabilities of the knowledge payment business system: “underlying foundation capability + business output capability”:
1. Consolidate the underlying foundation ability
Starting from the underlying basic capabilities, although the knowledge payment business is a virtual product, it focuses on human services, so the postgraduate entrance examination is based on products, teachers, delivery and operational capabilities. This is like building a house and laying a foundation, and only when the foundation is stable can it be built up and live for a long time.
The first force is the construction of product strength
The core of knowledge payment is the product, for example, this one is the introduction of overseas enterprises to manage the copyright of knowledge products and combine local Sinicization and curriculum system construction, which is the key to creating the differentiation and high quality of their course products.
The second force is the cultivation of teachers
High-quality teachers are the guarantee of teaching quality. Establish training, management, assessment and incentive mechanisms for coaches and lecturers, which can continuously improve the level of teachers. training helps lecturers update their knowledge and improve their teaching skills; strict management to ensure teaching standards; scientific assessment and evaluation of teaching effect; Reasonable incentives stimulate the enthusiasm and creativity of lecturers, and then output high-quality teaching services for users.
To achieve these three challenges, product managers will only continue to appreciate
Good product managers are very scarce, and product managers who understand users, business, and data are still in demand when they go out of the Internet. On the contrary, if you only do simple communication, inefficient execution, and shallow thinking, I am afraid that you will not be able to go through the torrent of the next 3-5 years.
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The third force is to strengthen the delivery ability
Providing multiple delivery forms such as one-to-many and one-to-one around enterprise students is based on the differentiation of user learning needs. One-to-many delivery can achieve economies of scale and is suitable for basic common knowledge transfer; One-on-one delivery meets the needs of personalized and in-depth coaching, such as exclusive consulting and guidance for business executives. Flexible and diverse delivery methods ensure that different users can effectively absorb knowledge.
The fourth force is the construction of operational capabilities
The last link is to build a membership operation system around the user life cycle, covering the ability to build these marketing aspects of CRM, data and marketing platforms.
Therefore, traffic and conversion are the last link of the entire knowledge payment business, and under the premise that the general product, teachers and delivery capacity are guaranteed, then do traffic and conversion-related links, so that it can go more stable.
Of course, after accumulating a certain depth of knowledge payment projects, we will also start course drainage and sales while developing products, first verifying market acceptance, and undoubtedly reducing ineffective investment.
2. Optimize business output capabilities
How to judge whether a knowledge payment business can run down? There is only one indicator, that is, the comprehensive ROI is greater than 1.
Note that I am using comprehensive ROI here, that is, the profit of income minus all real money investment is greater than 0, so the cost considers the front-end public domain delivery cost, the back-end sales commission fee, the operating labor cost, and even the material cost, administrative apportionment cost, etc.
How to bring more revenue under a fixed limited cost, that is, the entire business process is connected and output optimization, for example, this knowledge payment business includes the following 5 links.
1) Expansion of multiple traffic channels
Knowledge payment business relies on traffic support. Through its own media platforms such as official accounts and video accounts, it continues to output high-quality content and attract organic traffic; Old customer referrals are based on good reputation and are a low-cost, high-trust traffic source; paid advertising uses platform promotion resources to expand brand exposure; Traffic swap cooperates with other institutions to share user resources, broaden traffic entrances in multiple ways, and lay a user foundation for business development.
2) Efficient cleaning and transformation of clues
After obtaining clues, it is necessary to filter and drain traffic. According to the different characteristics of individual customers and enterprise customers, the methods of enterprise micro reach and enterprise micro + telemarketing are adopted respectively. Accurate reach can improve communication efficiency, understand the real needs of users, convert potential users into paying customers, and achieve the initial conversion of traffic value.
3) The experience course is carefully designed
set up 7 antenna online experience classes to create a learning atmosphere with the help of online communities and promote user communication and interaction; 1V1 coaching provides personalized guidance to solve users’ learning difficulties; Live classrooms transmit knowledge in real time to enhance the sense of participation and timeliness of learning. Experience courses are a window for users to understand the value of courses, and high-quality experience can enhance users’ recognition and willingness to purchase courses.
4) User hierarchical and precise operation
It is stratified according to user attributes and behaviors, such as new users, old customers/churned users, bosses and other high-potential customer groups.
New users have limited knowledge of brands and courses and need guidance to build trust. Old customers/lost users have a certain foundation, focusing on promoting repurchase and recovery; The consumption capacity and demand level of high-potential customers are high, and high-end services need to be provided to achieve order increases. Hierarchical operation can achieve precise resource allocation and improve operational efficiency and effectiveness.
5) Product transformation strategy formulation
Formulate product conversion strategies for different stratified users, recommend adaptation courses horizontally based on user needs, and vertically guide users to upgrade consumption.
For example, low-threshold beginner courses are recommended for new users to attract entry; Provide advanced courses for old customers to meet the needs of improvement; Create high-end customized services for high-potential customers to maximize sales value. Through a reasonable product conversion strategy, complete the key conversion from traffic to revenue.
In summary, this model also confirms the general growth logic of knowledge payment business:
*Vertical growth: user stratification to course product stratification, from drainage products→ traffic products→ profit products
* Horizontal growth: The needs of user growth evolve, from knowledge acquisition→ skill mastery→ alternative solutions→ access to resources
Therefore, the essence of the operation logic of knowledge payment business is to complete “content productization→ product serviceization→ and service high-definition” through the combination of “underlying foundation capabilities + business output capabilities”, so as to achieve standardized products and customized services to make profits.
6 models of knowledge paid private domain
The private domain operation system of knowledge payment includes a total of 6 models, among which the “persona model” and “product model” are the starting point of the entire business.
Then there are the three major models of private domain operation to solve the problem of the entire business output, and finally the team model is to build an operation team around different models to meet the business operation logic.
1. Character model: create a trustworthy image
In private domain operations, the persona model is very critical, which directly affects the user’s first impression and trust in you.
For cases where the monthly GMV is less than 1 million, it is recommended to use the teacher’s IP account to undertake traffic. Think about it, when you want to buy a course as a user, do you feel different when you add the teacher himself and the sales?
If you add the teacher himself directly, you will feel more reliable and trustworthy. Although the operation team may be operating behind this teacher account, as long as you imitate the teacher’s tone and tone are similar enough and manage the circle of friends, you can establish a good relationship with users.
The “three-degree rule” of private domain IP: recognition determines click-through rate, professionalism determines retention rate, and temperature determines conversion rate
This involves a four-piece set of account packaging:
First, in terms of avatars, 80% are prone to mistakes.
Many people like to use artistic photos as avatars, like those who sell real estate and do insurance. But if you are a teacher in the field of knowledge payment, it is not appropriate to do so. Although artistic photos are good-looking, they will give people a sense of distance and are not real enough. We should change to life photos, choose the kind of life photos that show your affinity and professional image, so that users feel like friends around them, so as to increase the user’s sense of closeness.
Second, the name also has a lot of knowledge.
Some teachers don’t pay attention to the name, such as “Math AA Teacher”, which is too blunt and official.
When you introduce yourself in real life, you definitely don’t say that. We can directly add names to the field, such as “Teacher Li teaching mathematics”, which is both simple and real, and in line with the scene of daily communication.
Third, the role of the background picture is to highlight the professionalism.
You can display the lively scene of hundreds of people teaching during offline teaching, so that users can see the scale and influence of your teaching; You can also display your teaching and research achievements, such as the textbooks you have participated in compiling, the teaching awards you have won, etc.; You can also show some successful student cases and speak with facts to make users believe in your teaching prowess. In short, the background map is to let users see your professionalism at a glance, thereby increasing their trust in you.
Fourth, the signature is also an important detail that reflects professionalism.
Don’t write innocuous words, such as “Wait for the flowers to bloom, the breeze will come”, this signature has nothing to do with professionalism and trust. You can write “Please forgive me for the slow reply during lesson preparation”, or your personal positioning, which not only reflects your busyness and dedication as a teacher, but also makes users feel your professional attitude.
When our monthly GMV is greater than 1 million, due to the large scale of the business, it may not be realistic to use personal accounts to undertake traffic, and it is difficult for users to have enough trust.
At this time, we will basically use the identity of teaching assistant or class assistant to undertake private domain traffic. The teaching assistant account is also a living IP account, and it is also necessary to do a good job in this four-piece set, the core is still to reflect professionalism and trust, so that users can feel that even if they are teaching assistants, they are also very professional and trustworthy.
2. Product model: pyramid product design
Once the character is built, the next step is to consider building a product system around the knowledge IP itself, first of all, the product model.
In the field of knowledge payment private domain, products can generally be divided into two categories, courses and customized services, and the pyramid design model can be followed in product design:
First look at the delivery field corresponding to the course product, as the price goes from low to high, the transaction field is also from the public domain to the private domain, and gradually deepens the process of increasing orders.
The first is drainage courses, the price is generally in the range of 1 yuan to 99 yuan, such as trial classes, experience camps and other drainage products.
The next level is a 100 yuan regular priced course, the price is usually below 899 yuan, and the regular recorded and broadcast class will generally be within this range, but if in addition to the recorded and broadcasted class, diagnostic consultation and other services can be added, the price of the recorded and broadcasted class can be raised to the next 1,000 yuan level.
The 1,000 yuan regular price course is at the higher end of the pyramid, and the course products provide more systematic and in-depth knowledge and skills training, which can be combined with courses + services to further enhance the delivery value.
At the top of the pyramid are high-priced products, 10,000 yuan or customized quotations, such as customized personal training and resource-based private board products. This is often a personalized and customized service for high-net-worth customers.
Combined with the price gradient and form design pyramid product system, through different levels of products, screen and meet the needs of users at different stages, so as to form our course service products.
Category 1: 100 yuan class play style (199-899 yuan range)
The operation logic of this type of course is relatively simple, focusing on Moments marketing. Everyone should remember that in the private domain, we should not take the initiative to harass users to promote courses, but to attract users to take the initiative to consult by creating high-quality Moments content.
For example, we can share some learning methods and knowledge in the circle of friends, and occasionally intersperse some relevant information about the 100-yuan course, such as the highlights of the course, user praise, etc. When users see this valuable content and become interested in the course, they will naturally take the initiative to ask you.
There was a teacher who did English courses before, and he shared some interesting English learning tips in the circle of friends every day, such as how to learn English pronunciation by watching American dramas, memorizing English words, etc., which attracted the attention of many users.
Then, he occasionally posts a message about his 100 yuan English course, introducing these learning skills in detail, as well as special after-school tutoring. After this dynamic was issued, many users took the initiative to consult the course, and the final conversion rate was very high. Therefore, if the content marketing of the circle of friends is done well, the sales of the 100 yuan course will be more than half successful.
The second category: 1,000 yuan course play (such as 1980 yuan, 3980 yuan courses)
There are two main types of transaction models:
The first transaction model is: trial class to regular price class.
In this trial lesson, we’ll cover 10 key takeaways:
The first is track misunderstanding, so that users know what wrong perceptions they may have in this field;
Then there is the underlying problem, what is the core problem of this field;
Then there are solutions, proposing specific solutions to these problems;
There are also user cases, using real success stories to enhance persuasiveness;
Product highlights that highlight the unique benefits of our courses;
Why buy and give users a reason to buy; and why buy it today, emphasizing the urgency of limited-time offers;
Finally, there are preferential measures that make users feel that it is very cost-effective to buy now.
As long as these 10 key points are integrated into the trial class system, the conversion effect is generally not bad.
The second transaction model is: 3-7 days of experience camp to regular price class.
Taking the four-day experience camp as an example, the first and second days are completely dry, and the duration of each session is controlled at 90-120 minutes.
In these two days, we will “sacrifice our lives” and share the most valuable content with users without reservation, so that users feel that this course can really solve their problems and is worthy of their trust and following.
For example, if you want to do a math experience camp, you can explain in detail common problems in mathematics learning on the first day, such as function solving skills, geometric auxiliary line practices, etc.; The second day continued to go deeper, sharing some methods for cultivating mathematical thinking and how to improve the speed and accuracy of problem-solving.
Through the output of dry goods in these two days, trust and stickiness have been established with users. The third and fourth days are 75 minutes long, and marketing begins after 75 minutes. The third day is 1 hour of marketing, and the fourth day of marketing is 40 minutes.
In the final live broadcast sales process, it is necessary to introduce the advantages and discounts of the course to users in detail, as long as there are still users listening, they must keep selling, and the order is the truth.
3. Drainage model: two sects of public domain drainage and private domain
With the right personality and corresponding product ideas, the next step is to direct the traffic of the public domain to the private domain, which requires the use of a drainage model. Drainage is the first step in private domain operation, and it is also a very critical step.
If you want to drain traffic and get high customer orders, most cases need to take the route from low to high, such as from 9.9 yuan experience class to 199 yuan products to 2980 yuan, and then to 10,000 yuan or even 100,000 yuan products.
This is destined that the knowledge payment category belongs to the lead-based customer acquisition model,
One is not to open live broadcasts, and through short videos or graphic content, guide them to add to the private domain by giving away materials and meeting gifts;
The other is not to shoot short videos much, even if it is filmed, it is used as a drainage material, the focus is on the open live broadcast room + stream repeating a set of scripts to sell 1 yuan or 9.9 yuan training camp to attract people to the private domain and then convert into orders.
For example, the top mountain summit meeting of private domain education and training, that is, Bobo is coming, they did not do the direct course sales model on Douyin live broadcast, but combined the two to add a total of 700,000 WeChat friends in the public to private way, and continue to run through the public domain drainage, private domain transaction and order increase model, expanding to the operation team of 200 people.
There is nothing wrong with both genres, and they can be used in combination, but I personally think that the second genre is more powerful in the live broadcast room, and most of the knowledge payment plates with tens of millions of profits have chosen this genre.
4. Transaction model: efficient transaction, refuse false performance
The communication model is mainly divided into two parts: mode and one-on-one transaction technique.
Different product models correspond to different transaction strategies, as we said earlier, the 100-yuan course relies on the content marketing of the circle of friends, and the 100-yuan course relies on trial classes and experience camps.
In addition to these patterns, one-on-one transactions are also very critical. Many people do not understand the essence of the problem when making one-on-one transactions, resulting in the inability to successfully convert users.
Let me give you an example, for example, a parent asks, “Out of 100, my child only scored 60 points, how can I improve?”
Many people may answer directly, “Just memorize more words and do more questions”, which is too general, not targeted, and cannot make parents truly trust you.
The correct approach is to disassemble the problem, such as:
First of all, analyze the difference between children with 60 points and 100 points, whether it is reading comprehension that loses more points or the composition is not well written;
secondly, judge whether these problems are common problems encountered by all students or individual problems unique to this child;
Then, it is necessary to clarify whether the problem is in the school or outside the school, whether the school teacher is not careful enough, or whether there is a problem with the child’s extracurricular learning methods;
Finally, give specific solutions to these problems, and combine them with previous successful cases to give parents confidence that you have the ability to help their children improve their grades.
If these four steps are to be refined into a discourse structure, that is: accurately locate the problem→ determine the problem attributes→ lock the problem scenario→ and propose solutions & effect cases.
In short, the core of one-on-one transaction communication is “dismantling” and “altruism”, first helping users find the essence of the problem, and then providing solutions, giving case witnesses, so that customers have expectations.
But don’t directly sell the course as soon as it comes up, saying “buy my course to improve your grades”, this has no foundation of trust, and it is difficult to succeed.
As for the transaction, it depends on fate in the end, but the overall conversion rate will definitely increase under such a set.
5. Repurchase model: solve different pain points of the same user
When many people do private domains, they only pay attention to front-end drainage and transactions, but ignore the repurchase layer, which is actually a pity. The core of the repurchase layer is to serve users well, tap and meet their potential needs, and realize the lifetime value of users.
We need to know that a user buys a product from us, often only solves one of his current problems or needs, and he has many other needs that have not been met.
For example, a user who buys an elementary school English course may also need courses in mathematics, Chinese, writing, etc. As long as our service is good enough, the product quality is excellent, and we have a good reputation, we can cooperate with other excellent teachers to broadcast live broadcasts and send benefits to users.
For example, we invited a famous mathematics teacher to our live broadcast room to explain mathematics learning methods to users who have purchased English courses, and launched learning diagnosis and mathematics course packaging activities.
This not only meets the needs of our users, but also increases our sales. This part of the business is done well and can account for more than 20% of the entire GMV, but many teachers’ IPs ignore cross-scenario product cooperation, and if they do not pay attention to this area, they will waste user resources in vain.
The user has purchased your course, which shows that he trusts you, and he is more willing to listen to you introduce other reliable teachers and courses.
Therefore, repurchase is not only a simple user service, but also an in-depth exploration and satisfaction of user needs.
6. Team model: No system is a team
The last module is the team model, which requires different team configurations and systems for different curriculum systems and business scales.
If you are doing a 100-yuan course, and your monthly income is less than 100,000 yuan, you can do it yourself at this stage, familiarize yourself with all aspects and accumulate experience.
But when your monthly income reaches three or five hundred thousand, you have to arrange special sales.
Generally speaking, the monthly output value of a qualified private domain sales is about 8-150,000.
For example, if your private domain performance target is 300,000, then don’t let only one person be responsible, basically two people have to be arranged, because each sales day and month is the upper limit of the maximum user leads. Too many leads for a single sale can easily lead to invalid conversions.
If you do a thousand-yuan course, which involves trial classes and experience camps, you need to sell it to the community. The work content of community sales is relatively complex, and it is necessary to pull users into the group to listen to trial classes and experience camps according to the community SOP, but also to undertake the work of sales.
In this process, the content creation of the circle of friends and the passive consultation of users are very important.
There is also a more advanced operation action, that is, whether it is necessary to put some “own people” in the community to set off the atmosphere or word-of-mouth orientation for the community.
This also needs to be operated according to the actual situation, I will not talk about it today, you can slowly explore it in the actual operation process.
In short, reasonable allocation of the team and allowing everyone to give full play to their own advantages is one of the keys to the success of the entire knowledge payment system private domain.
The private domain system starts with a single point of penetration
Seeing this, you may feel that those teams that can run through tens of millions of revenue or even tens of millions of profits have long worked hard to stratify users, product matrices, and transaction models in places we can’t see.
In my practice and companionship, I feel that 80% of people on the knowledge payment track lose due to incomplete systems, and the remaining 20% have quietly practiced the operation system into muscle memory.
Don’t be intimidated by the 6 models summarized above, all complex systems grow from the most basic links.
What you have to do now is not to copy the entire model immediately, but to first take out the most painful point in your business: it may be that no one consults you in the circle of friends for three months, it may be that the total conversion rate of the experience class is stuck at 5%, or it may be that the private domain team works overtime every day but is always communicating ineffectively.
Find this bottleneck problem, use the corresponding module in the article to try, run through one link and then connect the next one, so as to gradually start systematic operation.
Finally, if you encounter the same confusion and problems in the operation of the public and private domain system on the knowledge payment track, you may wish to communicate together.
