What is private domain traffic? Private domain traffic operation refers to the use of bait to divert public domain traffic such as Taobao, JD, Baidu, and Meituan to its own customer pool, and then through the output of high-quality value content, refined user operations, to complete the product Repurchase.
In the long run, private domain traffic will be more valuable to the enterprise, and it is truly an intangible asset of the enterprise. Many physical store products are on the shelves of Meituan and Dianping, but the effect of entering the store and repurchasing by users have not been ideal. Moreover, through activities, the user price cost obtained by Meituan's purchase recommendation is getting higher and higher, and physical stores urgently need to be transformed into a private domain traffic pool.
What are the benefits of building a private domain traffic pool for physical stores: 1. Directly reduce marketing costs. 2. Prevent the loss of old customers and cultivate a sense of trust. 3. It is more helpful to shape the brand. 4. The formation of fission consumption by bringing the old to the new.
For physical stores to build private domain traffic, three core issues need to be solved.
1. Private domain operation tools. For
physical stores to achieve sustained profitability, they must do a good job of data analysis, fully mine customer attributes, and let data guide physical store business. Using the SCRM system of Weisheng Enterprise Micro Butler, you can view user data viewing, user historical behavior, user portraits, etc. For example, according to the user’s historical behavior, you can understand the user’s current intentions or needs; in the daily chat with the user, you can make the user’s portrait label to facilitate the next communication with the user and be more targeted;
2. IP person setting Contents The
use of IP's humanization, personality charm, and user-interested content has continuously promoted the increase of brand repurchase rates. The most typical case is the perfect diary of a beauty brand. The "Xiao Wanzi" created by Perfect Diary on WeChat is like a friend around us who loves to share life, loves traveling, loves food, and takes a high-value selfie from time to time, full of life; at the same time, Xiao Wanzi I will also share professional knowledge to create a sense of trust: knowledge of sour skin and how to clean the skin correctly. This is like a beauty expert around me.
In addition, Perfect Diary also cooperates with many amateur bloggers to share beauty assessments, makeup tutorials, lipstick test colors, and the warm daily small theater of its own employees. Taking advantage of personalized charm and high-quality content, Perfect Diary ran through the user's repurchase process, allowing each user's life cycle to be extended, rather than a one-time "cutting leek".
三、整合线上线下
To do a good job in private domain traffic operations requires the coordination of all departments of an enterprise. The quality of goods, service satisfaction, and publicity all affect the final conversion. Xibei Restaurant is the best case:
线下，西贝主要推出了三个产品：西贝莜面亲子体验营，父母可以带着孩子一起搓莜面，表演节目，吃莜面……体验传统餐馆体验不到的快乐；亲子私房菜，周末父母可以带着孩子可以找西贝的大厨学做一道菜；生日会，生日当天会得到一张50元优惠券，当月有效。用生日优惠券消费会送长寿面一碗，另有抽奖机会。
线上:西贝餐饮在16年开始搭建私域流量运营，首批启动的时候只有 17 个号，IP(微信头像昵称)设定为每个店的店长微信个人号。内容都是公司统一编辑发送，很多内容都是店面顾客参与活动的一些美照，非常有乐趣，也非常轻松。其实，现在小朋友拿着大人的手机刷朋友圈刷的很老练，会有自己的IP崇拜对象。这些孩子就特别喜欢西贝的一些欢乐场景，一走到那个地方就要进餐厅。这些内容相当于西贝是用个人号把线下店面又增加了一次曝光，增加了一次信任背书。
今年疫情的影响下，会在接下来的很长一段时间里改变实体门店的发展模式。目前看来，私域流量运营是企业的护城河。企业需要通过打造品牌IP、高效利用运营工具数据分析、协调组织分工与用户进行全渠道、多触点的深度沟通，来做好私域流量运营。
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