As a very small field, customer acquisition in small languages has always been a difficult problem, even on a platform with relatively large traffic such as Xiaohongshu. In this article, let's discuss this issue, first of all, let's start with the user's mind.
After reading thousands of comments, I found an interesting phenomenon. Especially for users of language learning training, their minds in the public domain are actually very simple, there are only three.
Only by having an in-depth understanding of the user's cognition can an enterprise and a team better serve users, develop and iterate better products, and have a better marketing conversion process, which is already the consensus of excellent enterprises.
When I walked around the market, I found that there was no special article about the understanding of users of language training abroad in the public domain. This article will make up for this section. I hope to help more study abroad institutions and language training institutions to avoid some detours.
At the beginning, I mentioned that there are only three kinds of user cognition, and next, I will explain them one by one, which are the three of them.
1. Worries about their own current situation
Here are the real reviews from users
Two 12-year-old babies, zero foundation. I want to try it out
Can an 11 year old learn?
Do you have any course recommendations for Adult 0 Basics?
Are there any classes for office workers?
Coordinates Hangzhou, how to learn
Exams are coming up next year, is it too late to study now?
Will you be able to learn next year's exam?
Ask for a German, save the children, and if there are no more children, school will start
At what age is it better for my child to go to France in the future?
To sum up, these are all worries about their current situation: worrying that they are old and can't learn, worrying about being young and not being able to learn, worrying about office workers and not having time to study, and worrying that they are about to go to school and have no time to learn. These are very, very painful points for users. I'm afraid that with my current conditions, I won't be able to learn.
At this time, it is time for excellent companies to come out. In the promotion and marketing, we will continue to increase the publicity of the successful cases. For example, if you want to dispel the worries that the primary school will not be old, then promote the young but learn the best and have won the honorary certificate of the institution, and to dispel the adults, there is no time to learn, then promote, the course time is arranged in the evening and on weekends, many office workers have already signed up, and the progress is rapid.
2. Concerns about institutional capacity
In fact, in addition to the user's worries about their own conditions, the greater concern is the worry about the ability of the institution.
Here are the real reviews from users.
How's it going?
Chinese or foreign?
Can you provide details of the live group lessons?
Do I prefer live or recorded?
Are foreign teachers also online?
I want to know more about live online classes
Is there a fee for the audition?
Is there a 1-to-1, a squatting price, how much is a stage
People in the United States, can you provide more details on how to register and how to charge? Thank you
Hello, how much does it cost to study abroad?
How much does it cost to reach the Foundation Department
More money for one-on-one How much time is a lesson
There are more comments, but they are not all released here due to the length of the content. But that's already my refined review. Then all these comments are summarized and sorted out, in fact, they are divided into 4 concerns.
The first is to follow up on the channel. Someone recognizes your ability and your process, but he only looks at your propaganda and doesn't know how to continue to understand the follow-up content.
Is it going to be a private message to you directly, or are you going to send him a private message, or do you need his phone number or something? I don't know. Some institutions are more Madahar and do not directly tell users about the channels and methods of contact, so this concern was born.
Then there are concerns about teaching ability. You will find that the word foreign teacher often appears in the user's comments, but it is not because the user has discrimination and prejudice and thinks that the foreign teacher is better, but this is not the case.
Asking if there are foreign teachers, the psychological concern behind this sentence is to question the teaching ability of your institution, because I don't know anything about you, I only saw this promotion information, how do I know if your ability is good? So the first impression is whether there are foreign teachers.
If an organization says that all of our teachers are foreign teachers, it will definitely give people strong confidence, because everyone thinks that the mother tongue is the best language to speak, and if it is a foreign teacher, the user will think that he is the best, then the teaching must be very good.
In fact, there are three subdivisions of the class process, the first is time, if you are not sure how long it will take to learn this, and the format of the class, are you online or offline, is it live or recorded, and can you make up the class?
Finally, the content of teaching, some users are more motivated to learn, they have begun to learn on their own, so there will be some very specific and detailed problems, or these users have higher learning needs, they will ask whether there is a separate foreign teacher to teach oral English?
These specific class processes can also be best publicized and promoted to customers at one time. Because customers who have needs, willingness, and the ability to pay, they have their own lives, their own free time, and their own specific problem needs, so directly telling customers can reduce a lot of repetitive inquiries and improve consulting efficiency
Last but not least, and the most important concern for all users, is the price of the course. No matter which user is concerned, this question is bound to be cared about. Today's users are not the same as they used to be, they have too many choices, and if your price is much higher than the average market price, he will know.
Even if the user does not understand, in other words, the user does not know the market price at all, they will still care whether the price is within their affordability.
Sometimes there is a problem here, the company sets the amount of user consultation as KPI, so the marketing promoter will deliberately conceal the price, not tell the price directly, afraid that the user knows the price and refuse to consult, so the price is concealed at the beginning, and only when the user takes the initiative to ask in private messages, drains to the private domain, and finally introduces the price.
This will lead to spending a lot of effort to pull a user to the private domain, only to find out that the other party has no ability to pay at all. The company was unable to acquire the customer, but the employee had completed the task because the lead had already been recorded in the KPI.
If the price issue is not handled properly, first, you will lose customers, and second, you will set unreasonable KPIs, so that the company's profits will be lost. Therefore, the price problem that users are worried about must be treated as a very important thing for the company.
3. Concerns about future goals
Of course, in addition to users' worries about their own conditions, worries about the ability of the institution, and ultimately worries, that is, worries about the future and goals. What exactly does this concern mean? Here are some of the most honest comments from users.
Don't go to study abroad, but you're going to go out for a week, do you want to study?
What level do you need to study in France?
Zero-based, the purpose is sojourn
Do you have to be a B1 for art school?
Can I go straight to Germany if I learn B1?
Can I go to a German university without Cowford?
English College Level ➕ 8 Japanese N1 Now dry sales, can you break the game with French?
What about French + media (the art of broadcasting and hosting in undergraduate) What can you do?
I study French as an architect, can I go abroad?
In fact, there are actually two subdivisions for the worries about future goals:
1. External demand concerns
Do I need to learn the language?
What level do I need to learn?
Is this level enough to do something?
Users are aware of the language's existence, but aren't sure if they need it? For example, do I need to learn a language for a week, and if so, what level do I need to learn to study abroad? And now that I've reached a certain level, I have to communicate one-on-one with foreigners, is this level okay? This is also a point of concern.
The concern of external demand is often unavoidable for all institutions, because it is the initial motivation for users to learn a language.
2. Concerns about the future
What language is promising, and what can I do with my career and language?
Users must learn one thing in order to find a better job, or to help their own development. But the hesitant point of the user is that he doesn't know where the language can help him.
It's like everyone will tell you from a young age that you have to write well, but how much money and how much time you will spend practicing calligraphy, I don't know, I don't know.
Users who choose to learn a language are often worried about what value the language can bring to it?
There are also some hesitant users, users who are not clear about the value of language learning, and the institution needs to help them sort out the value of learning the language in order to carry out subsequent conversions, otherwise they will keep delaying payment.
Fourth, the user cognitive framework
Finally, here is a summary, which is convenient for the organization to make a reference for publicity and promotion in the follow-up.
And the solution of the last column is limited to space, I won't expand too much here, if you need it, you can leave a message, and the corresponding content will be written in the future. If you think you already understand the user's perception, you can iterate on the corresponding solution, and you can do that.
This article was originally published by @江月营销 on Everyone is a Product Manager. Reproduction without permission is prohibited
The title image is from Unsplash and is licensed under CC0
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.