As of June 2010, the number of domestic websites was 2.79 million. Calculated by a certain proportion, the number of tutoring websites is not small. Generally, there are at least 20 or 30 tutoring websites in provincial capital cities, and the homogeneity is very serious. If you don’t want to be a garbage station to earn advertising fees, but want to develop a tutoring website, the author believes that brand building is an essential step.
Why Brand Building?
1. The particularity of the education industry
When Premier Wen communicated with students at Peking University on May 4, he mentioned that education should be run by people who understand education; similarly, the author also believes that educational websites should also be run by people who understand education. Because the education industry has its own particularities, education websites cannot be filled with spam.
2. The necessity of market competition
I just mentioned that the homogeneous competition among tutoring websites in a city is very serious, which is reflected in the fact that the website names are almost the same, the website content is similar, the operation mode is basically similar, and the charging standards are roughly the same. Taking the Chengdu market where the author is located as an example, in order to rank higher in search engines, most websites use "Chengdu Tutoring Network" as their site name. Ordinary netizens cannot tell the difference at all by relying on search engines. Judging from the Tianfu Tutoring Network run by the author, the keyword "Tianfu Tutoring Network" among visitors has always ranked first, which is enough to prove that the brand effect has begun to show results. Therefore, in order to increase the visitor return rate, the author believes that it is important not to blindly follow the trend, but to build your own brand.
3. Derivatives of educational services
As we all know, the education industry has a huge market space. While forming a brand, tutoring websites can also rely on the brand to develop many derivative industry services. The author believes that the profit model of tutoring websites solely relying on introducing tutors to earn intermediary fees is unscientific. If they have the ability, they should rely on ground teams to obtain profits. Training classes are the best choice. The cluster generated through training classes A large amount of profits can be obtained only through the effect, which of course depends on the execution ability of the ground team. It doesn’t matter if you can’t hold training classes. You can get commissions by introducing students to other coaching centers; you can also get commissions by recommending students to participate in online distance teaching; you can also earn income through take-out learning cards and learning tools, branch station franchises, etc.
How to do brand building
1. Tutoring website positioning
Website positioning includes website name, target market, operation mode, profit model, etc. In order to avoid homogeneous competition with other websites, these differences from others must be avoided in the early stages of website construction. The so-called "I have what others don't have, and I have what others have." "Essence, I am incorruptible in others, I am incorruptible in others." This is the truth.
2. Vigorously operate offline
What makes tutoring websites different from other websites is that tutoring websites focus on services rather than content. It should be a promotional tool for tutoring centers on the Internet rather than the whole thing. If there is a lot of content but no students, no one will look at this website. Therefore, the number and quality of teachers and students are the only criteria that determine the efficiency of this website. . To generate a large amount of information, it is not enough to rely solely on online publicity. In order to reach the hearts of the people, the ground team must use "eighteen kinds of martial arts".
3. Brands are everywhere
The LOGO, website name, and website address of the tutoring website should be found in various places, such as flyers, posters, business cards, inkjet paintings, forms, test questions... Any place that you can control should be marked, including links to online articles and headers of articles. Footers, image watermarks...your own brand should also appear in these places. Therefore, we must use every place and strategy we can think of. I believe that over time it will be deeply rooted in people's hearts.
The above are some of the author's thoughts after entering this field. They only represent the author's opinions. If there are any mistakes, thank you for your criticism and correction.
This article is contributed by the webmaster of Chengdu Tianfu Tutoring Network ( http://www.tfjjw.com ). Please keep the link for reprinting.
The personal space of the author lingdu. This article only represents the author's opinion and has nothing to do with the position of the webmaster network.