If you want to do online education, you need to solve 4 problems: 1. Course/lecturer resources 2. Teaching platform 3. Acquisition of traffic 4. Retention and conversion 1. Course/lecturer resources can be recorded by your own teachers, or purchased by contracted lecturers.

As for courses, I won’t say much about course production. In short, you need to have courses to sell them.

2. Teaching platform 1. Third-party platform: It brings its own traffic, but it is difficult for new institutions to obtain traffic. The platforms all support the head. In addition, they also expect you to have famous teachers to bring their own traffic to the platform.

However, the advantage of the third-party platform is that it is free to enter and takes a commission based on course sales, which is suitable for institutions and lecturers who lack early entrepreneurial funds.

However, you have to divide a lot of the money you make, and you will have to be subject to platform management when it gets bigger. You can balance the pros and cons by yourself.

2. Self-built platform: If you form your own team to build an online teaching platform, it is suitable for mature online education institutions, because the cost is very high, and you need to pay salaries to the team, etc.

Then small and medium-sized institutions and individual lecturer teams can choose third-party service providers to build teaching platforms. The cost is low, no commission is charged, and a professional team ensures the upgrade and maintenance of the platform. It is suitable for start-up educational institutions and individual lecturers. It can be customized and bought out in the future.

system and low trial and error costs.

3. Obtain traffic 1. Paid traffic bidding, information flow, paid soft articles, paid short video advertising, etc.

For example, 51Talk has used TV advertising and embedded variety shows. Yuanfudao has done paid promotion on Douyin to attract customers with a low-priced course of 9 yuan.

2. Free traffic self-built self-media matrix promotion, public account/community fission promotion, Zhihu Douban Douyin promotion, etc.

In this section, you can take a look at how New Oriental and Xueersi use their official accounts and social recruitment.

There are more detailed and deeper things in every aspect of traffic. I won’t go into details here. If you want to do it, you need dedicated people to spend time on research and practice.

4. Retention and conversion After obtaining traffic, what we have to do is to ensure retention and conversion, otherwise we will not be able to continue to monetize.

1. Retention can be achieved through continuous content output, social check-in and other teaching services. 2. Conversion is achieved by looking at the effectiveness of the course, the charm of the lecturer, the words of the course consultant and marketing strategies. Retention and conversion always rely on teaching.

Quality and service, the essence of online education is also education. If the curriculum system and teaching staff cannot keep up, it will be difficult to convert and retain the traffic obtained.

If you want to do a good job in online education, you must do well in the above four aspects to achieve results.