In response to the characteristics of difficult customer acquisition, high cost, scattered customer acquisition channels, C station (CSDN) launched the C school to empower high-quality educational institutions to create their own "private domain traffic pool" and win the traffic war!
Backed by 31 million users, with brand blessing + high-quality users + product support and C station's industry influence for more than 20 years, CSDN provides relevant functions and services for educational institutions to quickly improve the brand awareness of institutions and acquire accurate users, thereby effectively solving The problem of accurate customer acquisition.
1. Why do we need to accurately calculate the cost of customer acquisition?
In recent years, whether it is a traditional education institution or a new online education platform, various institutions have increasingly felt that marketing is difficult. According to relevant industry data, the current cost of acquiring effective users for offline education institutions exceeds 1,000 yuan, while the cost of online education The customer acquisition cost for new students ranges from 3000-5000 yuan, accounting for more than 30%-40% of the total cost.
For education and training institutions, it is necessary to clarify where more than 30% of the money is spent? Which links can streamline personnel and expenditures, and which links need to increase investment and optimize management. All of these need to clarify the split and calculation of customer acquisition costs.
The calculation and statistics of customer acquisition costs are a problem that is easily overlooked for many small and medium education and training institutions.
For example, for an organization, the marketing cost spent a year is 300,000 yuan, and the new recruits are 500, then the customer acquisition cost = 300,000 yuan / 500 people = 600 yuan / person
It's easy to understand. However, this algorithm ignores various expenses such as labor costs, office rent, the company's five insurances and one housing fund, and employee reimbursement. These are all sales expenses and are included in customer acquisition costs.
This cost is actually not low, the cost of sales salary, sales commission, monthly/annual bonus, rent, water and electricity, etc. One of them has an annual salary of 100,000, and the other has an annual salary of 200,000. The total annual salary of the two is 300,000. Then according to the company's actual expenditure = salary * 1.5, the company's actual expenditure is approximately equal to 30 * 1.5 = 450,000.
Then add the marketing expenses mentioned above, the actual customer acquisition cost should be (30+45) ten thousand/500 people = 1500 yuan/person
Isn't it scary to count this way? Especially for regional education and training institutions, if the cost of acquiring customers is high, it is difficult to guarantee the institution's gross profit margin when the customer unit price is difficult to increase. If it is calculated separately, how can the organization clarify the cost items in each link?
2. How to disassemble the cost of customer acquisition
Take a typical education and training institution, and calculate the cost of customer acquisition at various stages.
For example, the cost of acquiring a fan CPF (CostPer Follower) = 20 yuan, this fan can be someone who has followed our official account, participated in our activities, and has a certain knowledge and understanding of us, and becomes our own Traffic, which involves calculating your operating costs, personnel costs, etc., and apportioning them, based on an average of 20 yuan.
Based on own traffic, the cost of acquiring a sales lead (CPL) = 200 yuan; through further conversion activities, to stimulate the interest of fans, actively find our sales staff to consult, add as friends, exchange teaching content, if 10 If one person consults among individuals, the cost of sales leads is 200 yuan/person.
The cost of obtaining a sales approved lead CPSQL (Sales Qualified Leads) = 600 yuan; what is a sales approved lead? For example, after a parent consultation, they are willing to register with you for a trial class. As long as they come to the trial, it shows that your previous development of sales leads is effective and recognized. If 3 people consult and 1 person comes, then the conversion rate 33.3%, the cost is 600 yuan.
The cost of acquiring a customer, CPD (CostPer Deals) = 1,200 yuan; is the cost of the final transaction. In the trial class, the customer decides to make a deal on the spot and becomes a paying student. If the conversion rate is 50%, then the cost is 1,200 yuan/person.
C School has provided in-depth support for the launch in three aspects: flow, efficiency and quality, helping to break through development bottlenecks
On the one hand, it provides students with better courses and services, and helps the industry build a benign and healthy platform ecology.
On the other hand, C School will also provide in-depth support from the three aspects of traffic, efficiency and quality. C School + high-quality users + educational institution's own operating advantages, forming a unique service model, can enable educational institutions to do a good job in attracting customers-attracting traffic- Precipitation-conversion-repurchase, win the traffic war!
