There is no understanding of private domain traffic, now the operation feels restricted, how to operate private domain traffic?

Private domain traffic in the past few years has become the main mode of operation of major brands and enterprises, and flourished under the catalyst of the epidemic. However, the operation of private domain traffic is not as simple as pulling a WeChat group and sending an advertisement. In this article, we will analyze six aspects and hope that it will help you. If the public domain traffic is the sea, then the user is the fish, and if you want to fish, you need to have bait. At first, there are few people fishing, the bait does not need to be too good, you can catch a whole lot of fish. But with more and more people fishing, the fish have more choices, the mouth was raised difficult, you only spend more money, buy better bait, the fish will take the bait. Doing business is the same thing. Taobao, shaking sound traffic is more and more expensive, physical store rent all the way up, competitors are endless, the cost of customer acquisition is naturally also rising. More fatal is that the traffic bought is a one-time, regardless of the turn did not convert, want to let the user into the store a few times will have to pay a few times. A lot of Taobao, Tmall, the surface is bright and beautiful, there are hundreds of orders every day, but at the end of the year an inventory, minus the money to buy traffic, hard work for a whole year, in the end, all to the platform working. Then we can not dig a pond, the fish from the sea after fishing, first not in a hurry to sell, put into the pond to raise a period of time, feed feed, wait for them to give birth to more small fish, or fatten up a little bit and then sell it? Thus, private domain traffic was born and flourished under the catalyst of the epidemic. Private domain traffic refers to those private user traffic that can be reached at any time, freely controlled, repeatedly used, and free to use. Private traffic is not equivalent to WeChat, WeChat is just a carrier, it is currently the most suitable platform for private traffic by virtue of its social network, decentralization, variety of content forms, and freedom regardless of control. Millet community is a gathering place of rice fans, the official can also be direct, free, many times to reach, who dares to say that this is not millet's private traffic pool? First, the deeper benefits of doing private domains Why do private domains? Many people will say that the private domain can allow users to generate repurchase, improve GMV, solve the retention problem, etc. In my opinion, these are all appearances, deeper, the real benefits to the enterprise did not make it clear.1. Insight into the user's needs of the enterprise's most core competitiveness lies in the product, only to meet the user's needs of the product is considered to be a good product. Previously, the enterprise is too far away from the user, the middle to go through layers of dealers, can not directly interact with the user to understand the needs. Questionnaire surveys, interviews and exchanges of results are often biased. Therefore, we often hear that a certain well-known, mature FMCG companies, hundreds of new products developed each year, the success rate of less than 5%. Doing private domain can make the enterprise closer to the users. Through a variety of interactions within the private domain, it is easy to accumulate large-scale, multi-dimensional user data, including content interaction data, social interaction data, activity interaction data, store interaction data and online consumption data, and then draw a clearer, three-dimensional, vivid user profile, targeted development of products. To a lesser extent, you look at dozens or hundreds of users' circle of friends, you will always have a clearer understanding of who they are, what characteristics they have, and what they like.2. Upgrading of servicesAfter-sales service, guidance, and problem solving are, in my opinion, the minimum requirements for services. Only by providing unique and informative services can we firmly bind the hearts of users. There is a cat food seller, called the original cat food, there are about 30 people on the private domain of pet care consultants, including physician expert group, behavioral training group, nutrition professional group. Doctors have managers and clinicians from well-known offline pet hospital chains, with a wealth of pet medical expertise and clinical experience, 24 hours a day online for users to answer pet light medical problems, provide free remote diagnosis of the traditional channels, there is no way to directly contact the user, so there is no way to do the upgrading of services. You should know that the user is not a string of numbers, or KPIs on an indicator, behind the station is a living person. Use the heart to win the heart. All of this dry knowledge is included in the Internet marketer's course, in addition to short video operations, there are live sales, product selection, platform management and other professional knowledge courses, want to change careers, entrepreneurship, part-time, full-time students, can understand. After all, the big background, online marketing is the trend. 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Influence the user's mind after the user enters the private traffic pool, we can through the circle of friends, private chat, community, video number, public number of the content output, and continuously influence the user's mind: to them to sell products with higher unit price and higher gross profit; to promote the activities of a stronger exposure, Higher conversion; let them fission, do the old with the new to live scenarios as an example: live first to the platform to buy volume, buy the user is very likely to be the first time to enter the live room, with the anchor for the first time to meet, do not understand, there is no sense of trust, can not be transformed, all rely on the anchor's personal ability. With the private domain, doing live broadcasts is different. A week before the start of the broadcast, through the pop-up preview, welfare preview and other content, in the form of public number, video number, circle of friends copy, posters and other forms of interaction with the user, to arouse their curiosity, and to build momentum for the official live broadcast. Coupled with the sense of trust and intimacy cultivated in the daily private domain, it will greatly promote the user's expectation and interest in the live broadcast. Before the official start of the broadcast, it can be repeatedly reminded in the private domain, repeatedly reached, and then through the grab red packets, limited-time benefits and other operational means, to promote the rate of live attendance. During the live broadcast, you can also throw live slices of exciting moments, individual product explanations, special offer products, etc., into the private domain to enhance the conversion rate. After the live broadcast, a wonderful review, the key information, important products and then another publicity, do the second conversion. In this way, a little bit of influence on the user's mind, than to spend money to buy traffic directly, live data, conversion rate to get higher. Second, the core of the private domain is trust many people have a misunderstanding, do private domain, come up directly to sell goods. Behind the private domain is a living person, a person with feelings, temperature, value. Think about it differently, you as a user, just add WeChat, the results come up to send you a whole lot of product information, let you shell out money, buy buy buy, you will be happy? Your impression of the enterprise will be good? Bosideng director Zhu Aiguo's sentence, let me quite agree with: "private domain is not to harvest traffic, private domain is more to pass your products, your brand concept to the consumer, and then provide the corresponding service. He is satisfied, he has a good feeling about the brand, and then incidentally do a little business." What is the nature of business? The exchange of goods. What is the essence of making money in business? Trust. Without trust there is no exchange. What is the problem that brands solve? Or trust. Neighbors buy and sell, by virtue of trust, I believe that your product is good, you will not cheat me. If you want to sell products to strangers, you need to solve the so-called trust problem through the medium of "brand", so that users believe that the brand's things are good. Private domain is also the same reason, it is not the assembly line of the bulk of the powder, nor is it a push ads, but through the private domain of this channel, by virtue of your products, your services, your content, your operation and the user to establish a relationship, generate trust. Even if the products advertised by others are of better quality and lower price, I am willing to buy from your side because I trust you. Why is community group buying so hot? Why is the head of the group resources by the major giants crazy? It is just the head of the local community, the district has a certain sense of trust. Compared to the invisible and untouchable platform, the user is more willing to consume and place orders on the side of the people around him and the people he trusts. How to establish contact with users in the private domain and generate trust? In our daily communication, we often say this sentence "often contact in the future." So, is it true that we will contact all the people? Only those who have a stake in your business. The same applies to the private domain, only when you create long-term value for your users, they will be willing to have a relationship with you, and then generate trust. It goes without saying that the product is the foundation of all value. In addition, in the private domain can also be the following 3 ways to create long-term value for the user: 1) Accompany the user to grow up the user to buy the product, not only to get the functional value of the product itself, but more importantly, also can grow up. For example, Rice Cake Mom not only sells mother and baby products, but also teaches parenting knowledge in the private domain, teaching users how to become a good mother.2) Benefit valueUsers who enter the private domain can get value benefits that are not available elsewhere. For example, scarce content, seldom appear big name sharing, new products priority purchase, specific discounts, specific styles 3) become a friend private domain is not an advertising platform, the user is not God, the operating personnel only to correct the mentality, not humble, put themselves and the user in the same position, in order to really become friends with the user. I live in the neighborhood near a husband and wife car wash store, less than 200 meters around, spaced out 2 chain car wash store, the price is about the same, the equipment, decoration, service is obviously a grade higher. But every time I pass by, the husband and wife store next to the car in a long line, the chain car wash store but the door can be sparrow, this is why? After I went to experience once, I understand, husband and wife store is really the customer as a friend, not condescending, with the mentality of making friends in business. Gags, jokes, small repairs do not charge, with friends like with customers, and chain stores? See customers as a business, no human touch. Under the premise that the level is similar, customers will choose which one need not be said. Third, establish a persona, create IP to do the first step of the private domain, is to establish a persona, to create IP. so that the user enters the private domain, only to know who you are, what value you can provide? What is the use of him? Otherwise, after attracting traffic in, the user is confused, which is a waste of resources. The persona should be centered around the product. You are doing workplace education, build a persona around mother and child, even if the user is willing to enter the private domain, there is no value to the business, can not realize. To create a persona, it is important to clarify 2 attributes: 1) Functional attributes What value can the persona provide for the user? It must be extreme and scarce enough. For example, it can provide professional dry knowledge, solve the user's problems throughout the day, and enjoy the lowest discounts 2) Character attributes What kind of person is the persona? Through the circle of friends copy, comments and likes, language style to show the personality image. For example, love to share parenting experience, easy-going mother, comical operation of the big brother then, refinement of the persona, we can follow the following table to the right: Fourth, the private domain of the user diversion pathway Many people believe that as long as you do the private domain, you have solved the problem of enterprise traffic growth. This is a fallacy. Private domain is more of the user's refined operation, growth is only one of the roles. Take the article at the beginning of the analogy done, you built a pond (private domain), and can not expect him to give birth to fish, first you have to go to the sea (public domain) in the fish before. Do private domain, have to first attract traffic, the current common way to attract traffic has 4 kinds: 1) offline stores to spend money to rent a storefront, nothing more than to look at the face of the traffic. Every passing by, into the store to consult, bought something users can be imported from the offline online, into the private domain traffic pool. 2) e-commerce platform in the express delivery into a small card, the top left WeChat QR code and short-term value, consumers are interested in will be added. I know there is a do e-commerce, they Taobao sell things do not earn money, and even have to post money. Through the parcel of small cards, the user is diverted to the private domain, and then sell high-priced, high-margin products to achieve profitability.3) Content platforms through the mainstream content platforms, such as Zhihu, Xiaohongshu, Shake, fast hand, microblogging and so on to achieve the import of traffic.4) stock to find incremental in the existing user base, through the task of the treasure, distribution, group, help, etc., to achieve the old with the new fissure. The premise of the private domain to establish trust is to give the user long-term value, then for a user who has not yet entered the private domain and does not know you at all, the short-term value can improve the conversion rate of plus micro. For example, offline stores, plus microblogging to send small gifts; e-commerce parcel cards, plus microblogging to send vouchers; content platforms plus microblogging to send dry goods packets after the user draws in, we have to play a good label, so that the follow-up can be fine-tuned to operate, for different users to push different content. For enterprises with a certain economic strength, you can buy a professional SCRM system to assist in labeling (probably between 1-2 million / year); of course, you can also manually play the labeling, and make notes in the friend settings column. The dimension of the label has a source channel, with or without intention, whether to order, order frequency, order amount, key behaviors and so on. Fifth, content marketing, the key to the success of the private domain content to shape the image and generate trust. Continuous, stable, valuable content output is the key to the success of the private domain. An ordinary person will receive 30-50 circle of friends updates every day, we will look carefully at each one of them? We will only read them carefully if they are of interest and can be of value to us. Depending on the sender, we will give different attitudes to the same circle of friends. A person who sends chicken soup and spoof content in the circle of friends every day, suddenly one day sends an extremely authoritative and serious content, people will not believe him. The content of the private domain not only refers to the circle of friends, but also includes the public number and video number, the trinity. The circle of friends to output interactive, life content and users to draw close to the relationship, the video number, public number is to shape the professional image, to be used flexibly according to the actual situation of the product. The content of the circle of friends can start from five dimensions: 1) life content often send advertisements, others will think you are not "human", no temperature, no feelings. Of course, people have emotions, positive emotions should be positive, negative emotions should be occasionally. 2) Interactive content allows users to interact with you to enhance the relationship. For example, click to send XXX; comment reply "1" to send XXX; for XXX things how do you think? There is no way to solve the problem of XXX, etc. 3) The work content describes your work status to the user, indirectly endorsing the company and the brand. For example, the company's afternoon tea, overtime to late, the department of the reunion, the recent work experience, etc. 4) dry content to the user to show your professional ability, to create a professional, reliable image. For example, Decathlon's private domain, will often send some sports and fitness tips. 5) advertising content is divided into two aspects, on the one hand, you can talk about the value of the product, features, user experience, and the difference between competing products; on the other hand, it is from the industry, talking about the honor of the enterprise, the values of the enterprise, business bullish deeds and so on. The richer the product line, the more content can be output. Decathlon, it can talk about running, swimming, also can talk about yoga, basketball. In this case, the frequency of friend circle release is recommended to be 4-5 articles per day. If the category is less, like SAAS products, there is not so much content to talk about, you can send less, a day in 2-3 can be. The whole circle of friends, I don't recommend sending too much hard advertising, do activities or have a discount can be sent. Many people may say, do not send hard advertising, how do I realize? In fact, as long as you are in the user's circle of friends, no matter what you send, is a kind of "advertising", will subconsciously affect the user's perception of the brand, product. Users will naturally think of you when they have a need. No matter what the original intention is, the ultimate goal is to make data and then make money! Increase income! Often times, for people in the industry or newcomers, the choice is greater than the effort! We need to choose a track with a wider audience, more traffic, and less competition, so that it is more likely to make high traffic. You can learn about the Jitterbug+Hungry Mall cooperation project compared to the previous Mission scouting project, in the video program and other projects, the new project Jitterbug+Hungry Mall local life operator project has the following advantages: 1. Not affected by epidemics and other factors, the time and place is free, do not need to go to the store offline; 2. The operation is more simple than the Mission scouting project requires a fine filming and editing, the Hungry Mall project's video requirements Obviously do not need to be so high, do not need a real person to appear in the scene, just need to take away the product shot clear and attractive; 3. Traffic, the new project competition is small, generally have traffic support, compared to the previous project, belongs to the blue ocean project, the operability and space are bigger; 4. The current market has not started to formally promote, which means that the earlier the entry, the higher the traffic tilt, such as early film and television editing, video plan , local life and so on. Relying on the new program, it is really more than enough to earn more living expenses and pocket money every month. After so many years of brushing Jitterbug, the most important thing is not to know what made money in the past, but to know what projects are currently, and will be in the future, to make money! Want to know the details of the new project, early entry into the blue ocean track to divide the dividends, access to the city promotion qualification and rights, you can click on the following article to see the specific method: six, how to efficiently and quickly realize the cash? Realization is the most important link in the private domain, there are four ways to realize the realization of cash: 1) direct conversion of this point is nothing to say, through the circle of friends, private chat, direct transaction, but also by doing activities, group, coupons, buy one get one free and other promotional means to assist. 2) live conversion of the live conversion there are two types of live conversion, one is like Luo Yonghao, the flow of the traffic from the public domain into the private domain, and do a wonderful teaser before the start of broadcasting The live broadcast is issued in the explosive live slices, live after a wonderful review, usually through the lottery, help and other activities, retention of users, to draw close to the distance. There is also a specialized private domain users, for their pain point needs to do live conversion. For example, most of the private domain is to do e-commerce, then you can open a "how to improve the through train ROI" of the topic of live broadcasts, and sell through train courses in the live broadcasts. 3) community transformation community can do batch conversion, save operating costs, improve the conversion rate. Community is also divided into two kinds, one favoring community group purchase: XX products today community special price, XX products group N people into a group to enjoy discounts, for example, Ruixing will be issued in the community every day coupons and special afternoon tea sets. There is also a low-priced attraction class, through the 9.9 yuan to attract over a group of users, focusing on the group to do about 5 days of sharing, and finally converted into a few thousand dollars of the regular price of the class. 4) offline stores to convert very often, some of the products in the private sphere, including live broadcasts, community, public and other scenarios, can not be sold, you have to go to the offline stores in order to be able to convert. Typical like the "Red Star Macalline", furniture low-frequency high single, but also need to match according to the home furnishings, online is simply impossible to deal. At this point, the role of the private domain is responsible for grass, attracting users to the offline stores.