The implementation of the concept of data-based operation cannot stop at the blind construction of the system. It is also very important for the internal users of the enterprise to use and use it well. Interested partners can check the "Online Education Big Data Marketing Platform Practice (3): Implementation and promotion of data products . From the beginning of this article, from the perspective of another marketing CRM product line that I am responsible for, combined with the marketing business scenario of online education, I will summarize and sort out how data can empower the marketing business line. This article starts with the core element in CRM - leads, which involves the introduction of leads, the life cycle of leads, and the construction of portraits.
An introduction to clues
1. Lead Definition
User leads are sets of information used to describe customers, which represent a marketing or service opportunity. With leads (Leads), there is a quantitative basis for the development of sales behavior. In business activities, leads are the most advanced sales resources. After the circulation of CRM and the follow-up of sales, they are finally converted into customer resources. In order to facilitate sales students to contact customers in a timely manner, mobile phone numbers or WeChat IDs are the core information of leads.
2. Lead sources
The channel sources of leads are divided into different standards. Based on my understanding of the sources of online education channels, I divide leads into: external paid channels and self-built channels.
1) External payment channels
SEM: Carry out keyword placement, continuously optimize the keyword placement strategy, and attract users to the landing page or official website of the marketing campaign to collect user information.
In-feed ads: In-feed ads mainly target country email list users’ long-term or potential needs through data to proactively display native ads to users, such as Toutiao, Douyin, Kuaishou, Guangdiantong, etc.
Online channel agents, providing lead transaction rebates
Offline institutional cooperation, book QR code, local training institutions, etc.
Resource purchase or exchange:
Purchase whitelisted data from data service providers
Exchange resources with other companies to get clues
2) Self-built channels
Main site seo optimization: optimize the internal and external content/structure of the website, improve the natural ranking of the company's website in search engines, gain more exposure, and attract more target users to enter the main site to leave clues
App drainage: Use app store operation and promotion, soft text marketing and other means to increase APP exposure and guide users to download and register; in addition, for the online education industry, the good operation of tool apps can bring it abundant traffic.
WeChat ecological private domain traffic: Due to the bottoming out of Internet traffic dividends, the cost of customer acquisition has risen, forcing traffic-dependent companies to change their thinking and shift their focus from drainage to fission, allowing users to fission before purchasing; private domain traffic has three characteristics: Owned, free, and repeatedly accessible; private domain traffic operations in the WeChat ecosystem, through the combination of Moments, WeChat groups, official accounts, mini-programs, and corporate apps to form a layer-by-layer network for screening intended users, plus The integration and continuous optimization of the functions of the enterprise and the personal micro is conducive to the realization of a win-win situation for the personal micro, the enterprise micro and the enterprise.
New media: operate company brands or content accounts of celebrity teachers’ personal IPs on platforms such as Douyin, Kuaishou, Weibo, and We Media Official Accounts, increase fans through offline or online activities, increase user attention, and trigger user forwarding through activities Fission propagation.
3. Composition of clue information
The information feedback of clues to sales staff is not only to inform them of marketing opportunities, but also to provide high-value customer data combinations as much as possible, so as to help front-line sales students to understand users as comprehensively as possible, improve conversion efficiency, and reduce their mining users. Information time, let its energy focus on promoting a single link. Starting from the information richness of clues, we can divide the information composition of clues into three levels: low, medium, and high, and the corresponding datasets are: user tag information, user feature information, and user portraits.
Obviously, the higher the information level of the clue, the higher the salesperson's knowledge and awareness of the customer's information, which is more conducive to the closing of the transaction. Therefore, it is necessary to improve the information level of the clue. For the construction of the user portrait of the clue, I will discuss it in Chapter 3. elaborate.