What is private domain traffic
What is private domain traffic? Now many customers feel that their operation is limited. As we all know, there are three modes of private domain traffic operation, and we can also establish community operation through private domain traffic. Here is a detailed introduction of what is private domain traffic. What is private domain traffic 1
1. What is private domain traffic?
To understand private domain traffic, we must first understand the concept of traffic pool. Traffic pool refers to a channel with huge traffic, such as Taobao, Baidu, Weibo, etc., which can continuously acquire new users as long as the budget is sufficient. It is called traffic pool.
Private domain traffic is relative, which means that we can directly contact the channels that reach users at any time and at any frequency without paying, such as self-media, user groups, micro-signals, etc.
second, why do you want to do private domain traffic?
Private domain traffic has the following advantages:
1. Traffic is more controllable
Suppose Baidu has 1 million users, but these 1 million users have nothing to do with us, and we can only count them as our own users if we import them into our own platform. Subsequent services or exchanges for users are possible.
2. High cost performance
We need to pay for exposure in the traffic pool, such as keyword bidding, and there is no way to get exposure without spending money.
and once users are imported from the traffic pool into private domain traffic, such as WeChat group, it's really my place, and I can play as I want. Of course, you can't let yourself go too far. If the user experience is not good, you will swim away from the private domain traffic pool in minutes.
3. It gives us the possibility of in-depth service to users
Take Tik Tok as an example, users like many short videos. When they are interested in one of them, they can choose to pay attention to the number owner, and they can always enjoy the video viewing service provided by the number owner after paying attention.
When more and more people pay attention to the number owner, this number owner becomes online celebrity, and his number also becomes a private domain traffic pool.
3. What are the carriers of private domain traffic?
the private domain traffic will be slightly different according to the company's different attributes and services. Let me take WeChat official account as an example to see: For me, what are the carriers of private domain traffic?
1. WeChat official account
WeChat official account is the first private traffic, and it keeps sharing a dry article on operation and promotion every week, which is published on many platforms.
On the platform, dozens or hundreds of articles are refreshed every day, and users forget them once they read them, without paying attention to who the author is. When we continue to publish dry goods articles next week, we are not sure who browsed the articles, and all the recommendations are in the hands of the platform. Operators who have experienced the current limit in Tik Tok should be deeply touched.
2. QQ group and WeChat group
Many people don't use QQ anymore, which is wrong, although QQ is the world after . However, in business communication, QQ is much better than WeChat, such as QQ group. If you play well, you can get many customers.
when I was building and operating QQ group and wechat group, I decided to do it after careful consideration. When many people pay attention to my WeChat official account because my articles are dry and insightful, which is helpful to the improvement of others' ability, they are very happy. Looking at WeChat official account's backstage users, the number is increasing every day, which also increases my confidence in updating articles every week, but I dare not stop.
However, during the maintenance of WeChat official account, I always feel that something is missing. I can also see my articles in the background. However, when I want to communicate with them, I find that there is no such connection, and there seems to be a transparent wall in the middle. We can see each other, but we can't connect.
this is not so good. Just like when I was operating a game, I had to notify the user of a BUG in the game. Because of the QQ group, when the game can't be opened normally, I can also notify the user quickly, so as not to leave the user in a confused state.
Based on this, I added the QQ group number to WeChat official account's first attention automatic reply, and users who want to communicate can add it to the QQ group. At present, there are two QQ groups with thousands of people. Everyone exchanges operational knowledge together. If I have any questions, I will throw them into the group and have face-to-face communication with them, which is closer than the connection in WeChat official account.
to take a step back, no matter how WeChat official account is revised and the presentation is adjusted, it will not affect the users of QQ group and WeChat group, which is the advantage of private domain traffic pool.
3. compared with private domain traffic, personal wechat
has a more advanced concept, so you can understand it first-KOC, and you won't write the full English name, but you can't understand it anyway.
This is for KOL, who is the opinion leader and KOC is the personal service housekeeper (my own understanding). KOC's performance is personal WeChat. Most people are wrong about the operation of micro-signals, especially in the circle of friends, and the final result is blocked.
KOC's gameplay is different. It is to send a circle of friends from the user's point of view, see what the user's needs are, and send corresponding content.
imagine: a micro-signal with 5, friends and a WeChat official account with 5, followers, which private traffic pool is more valuable?
naturally, it's a micro-signal. Even if others block the circle of friends, you can still chat privately. Peer-to-peer private chat is more effective than mass texting and telephone sales, but you should pay attention to the copy, not hard and wide, otherwise it will be blacked out.
4. Private domain traffic pool carrier of enterprises
Different from individuals, enterprises have larger volume and capital, and private domain traffic of enterprises can make one more APP than individuals.
Some people who have millions of users in WeChat official account will develop apps. For them, their WeChat official account is a private domain traffic pool. However, the self-developed APP is a super-private domain traffic pool. Only by importing users into the APP can we really complete the closed loop of washing users.
fourth, how to play with private domain traffic?
knowing the traffic pool and the carrier of private domain traffic, there are only two questions: how to import users from the traffic pool to private domain traffic? And how to maintain private domain traffic?
how to import users from traffic pool to private domain traffic?
The most common thing is profit induction, which is more common in companies where people are stupid and have more money. They pay attention to WeChat official account's receiving red envelopes, downloading apps to send cash and so on. After the traffic pool is exposed, when users see that the traffic entering the private domain is beneficial, it will generally form a conversion. Although the data is beautiful, the quality of this kind of users is very poor.
another way is to make high-quality content, and transform users by the content itself.
This is my current method, producing more valuable, informative and helpful dry goods. When others find that what you have done is helpful to them, they will take the initiative to come. This is the real long-term play. It is not uncommon for a company to grow up quickly with subsidies and eventually close down, such as that bicycle.
how to maintain private domain traffic?
users are pulled into the private domain traffic pool, which does not mean that the work is over, on the contrary, it is a new beginning. Before, everyone's focus was on innovating and washing users. Now it's time to change our concepts and improve our ability to maintain users.
Maintaining users depends on your heart, and you should put yourself in the user's shoes. It's easier said than done. In fact, this is the most difficult. I always feel that the moral character of empathy is innate and can't be learned.
Many of the copywriting and articles written by WeChat official account that we send to the user groups every day are self-satisfied, and users who think they like them will also like them. In fact, we can see that these contents are not attractive through the sporadic speeches of the user groups.
treat users as friends, and make content like Amway products of friends. For example, what would you say if you recommended a delicious noodle restaurant to your friends? Remember this feeling and say the same to users, and the effect is mostly good. What is private domain traffic 2
1. What is private domain traffic?
private domain traffic refers to the traffic that is drained from the public domain or offline to one's private domain and can be reached for a long time, free of charge and many times.
compared with public domain traffic, private domain traffic is also a more accurate and easily transformed crowd.
the traffic drained to the private domain is likely to be interested in your brand type, or just needed.
Those who enter the pet food group must have cats or dogs at home; At least the women who love beauty enter the beauty brand group. These people may just come for a sample of cat food and a lipstick sample, but at least it shows that they are not exclusive to your brand, and even have a good impression. They are more likely to buy pet dry cleaning powder, freeze-dried cans, eye shadow highlights and even scrub and other beauty care products that the brand will launch later. These people are more accurate.
Through the hierarchical funnel of private domain, the loyal users of the brand are screened out, who are most likely to pay for the products or services of the enterprise. They have high consumption power, repurchase rate and loyalty, which is of great value to enterprises.
For example, Amazon prime members spend $6 more than non-members, which will also be reflected in the number of repurchases. The annual consumption of JD.COM Plus members is 9 times that of non-members, which also represents the frequency of repurchases.
these 2% super users in the private domain will bring 8% revenue to the enterprise.
what we need to do is not to spend 8% of our money to find 1, customers, but to serve these 2% customers well, so that they can split into 1, customers through referrals and bind their long-term value.
Private domain also marks the obsolescence of traffic thinking-don't just throw in innovation, provide users with better services after acquiring customers, use these services to retain users and expand the life cycle value of single customers.
At present, the private domain is based on WeChat ecosystem by default, but other e-commerce platforms and content platforms are also making efforts in the direction of private domain.
generally speaking, the traditional private domain refers to the wechat ecosystem, because wechat not only has 1.2 billion traffic, but also has the characteristics of "always on", which is naturally suitable for reaching users.
in addition, wechat is rich in ecology and connected with each other, which can link more platforms and play methods.
For example, WeChat official account, who is in charge of publicity, makes a video number for moving official website, a small program for shopping malls, a WeChat payment for delivery, a circle of friends set up by people, a group chat operated by communities, and a micro-enterprise operated by users.
In the past, the main position of customer operation was personal WeChat, but with the gradual strengthening of network control and Tencent's internal control of WeChat ecology, this part of business operation was basically transplanted to enterprise WeChat.
in the top 5 enterprises, almost all enterprises use enterprise wechat SCRM for customer operation.
In addition, many brands have used private domain to make themselves industry giants. Just give a few examples of all walks of life overtaking with private domain, such as excellent shops doing WeChat community marketing, thousands of money aunts in communities, and king of the children with private domain sales exceeding 1 billion annually.
it's also an unavoidable topic for the brand private domain to change from micro to micro, because only enterprise wechat can meet the needs of these enterprises with large-scale and refined operation of users and low risk.
Many friends who have already had personal experience on Twitter have asked whether it is ok to circle SCRM directly according to the previous style of play.
In fact, there is a big difference between enterprise micro-operation and enterprise micro-operation in function, restriction and ecology. If you want to know the difference between enterprise micro-operation and enterprise micro-operation, poke a small card, and I will give you the document privately ~
Click to receive it for free-
In terms of reaching efficiency and trust, for most of our businesses, WeChat is ecological, with enterprise WeChat as the main position.
Next, let's talk about how to quickly start a private domain.
Second, what preparations do you need to make for a private domain?
2.1 Build a private domain matrix and build a reservoir
Playing private domain in WeChat Ecology generally requires the cooperation of multiple tools, and the effect of concerted efforts is the best.
which accounts to open and how to arrange them depend on the marketing needs of the enterprise. Our goal is to connect with users as much as possible, but not as much as possible, otherwise it will waste resources.
The role of WeChat official account and video number is to "move official website", with one focusing on graphics and text and the other on video.
In WeChat official account, the functions of subscription number and service number are also emphasized. The service number is updated less frequently, but the entrance is shallow, which can provide users with long-term fixed self-service; The subscription number is updated more flexibly and frequently, which is suitable for delivering instant message content.
as for the circle of friends, it lies in the operation set up by daily people;
the community and the micro-community lie in the daily contact and communication with users.
what is the relationship between that micro and enterprise micro, and how to choose it? Instead of replacing each other, they complement each other.
Enterprises with operation teams will use corporate WeChat official account and personal WeChat together, and the marketing effect will be better.
There are many restrictions on various functions and strict control, so it is not suitable for large-scale marketing, and its native function in user service is not strong enough, so it is more suitable for small sellers, such as self-employed e-commerce companies or Wechat business.
small and medium-sized enterprises and chain stores with certain brands can not only do personalized IP, but also solve users' pre-sale and after-sale needs more conveniently through enterprises and micro-enterprises, and can also improve their service capabilities with the help of compliant automated operation software.
wechat ecosystem is a complete system, which complements each other. For example, the WeChat official account video number can be used for drainage, and it can also be used as the content operated by the community. Then the community needs small programs to place orders and WeChat to pay for transactions. This is a complete process and a very flexible link network. What is private domain traffic 3
1. Advantages of private domain traffic:
1. Traffic is more reliable
Suppose Baidu has 1 million users, but these 1 million users have nothing to do with us. We only import users into our own platform and become our own users. Users can make subsequent services or batch changes.
2. High price is higher
We need to pay for the exposure in the traffic pool, such as keyword bidding and information flow delivery.
once users move from the traffic pool to private domain traffic, such as wechat group, I really decide on my site, and I can play as much as I want. Of course, you can't indulge yourself too much. If the user experience is not good, you will drift away from the private domain traffic pool every minute.
3. Deep service
Private domain traffic can provide deep service. For example, Tik Tok is a short video platform that many users like. When you are interested in a video, you can choose to pay attention to the owner of the number, and then enjoy the video viewing service provided by the owner.