What is private domain traffic? Three provisions are made from the attributes: it is owned by oneself, can be reached repeatedly, and can be used for free.
The essence of private domain traffic is SCRM, that is, socialized user relationship management.
Through the management of user relationships, the conversion rate and repurchase rate are improved, thereby reducing the marketing cost of the enterprise, maximizing the lifetime value of users, and ultimately improving the operating efficiency and profit level of the enterprise.
The concept of private domain traffic itself is easy to misunderstand. Many people fall into rigid traffic thinking and cannot jump out, but the core of private domain traffic is actually the user relationship, and the key is conversion and repurchase.
Another voice of doubt about private domain traffic is old wine in new bottles, but they did not realize that there are deeper reasons behind the popularity of each new concept. The rise of private domain traffic is the surface manifestation of a deeper trend and a solution to long-term anxiety. Because the market competition is becoming more and more fierce, even fierce, product homogeneity is becoming more and more serious, the cost of traffic acquisition is getting higher and higher, and users are more and more disliked by the new, almost no loyalty at all. Only by rushing all the "fish schools" to their own pools can they be converted and repurchased in their own "private domain traffic pool".
In every field, where you can see and where you can't see, you have massive competitors. In the era of stock economy, we have broken the extensive growth thinking and turned to refined operation thinking. From the optimization of conversion and repurchase, the user's lifetime value is improved, and the operating efficiency is improved.
From the perspective of marketing, we should no longer only focus on how much new traffic comes in, but whether the high-cost traffic is used well, retained, and repurchased. The improvement of efficiency has always been the key to the survival of corporate competition. How to achieve performance improvement by optimizing conversion and repurchase, the key is user relationship, which is the key logic of private domain traffic.
Building a KOC and building a private domain traffic pool has several advantages. One can help you monetize content or products, and second, you can expand your network width through your own IP link, just like Xiaomi's mobile phone maintains "Mi Fan". Private domain traffic is not a "WeChat group", nor is it that an individual has a lot of "WeChat signals" and covers a larger number of "crowds."
Personally, I think that creating KOC private domain traffic is to find a group of people who are interested in their "community" or content, "common preferences" and "topics" in a vertical segment, and they can achieve long-term relationships with these fans. Emotional links, commercial links, not "pan fans". Later, through activities or content, it can be a means of realization.
Letting users influence users is the most basic logic of operating "private domain traffic". Incubate a small group of fans first, you only need to be the ultimate professional, let the fan users help you to promote, like a snowball, rolling bigger and bigger. "Private domain traffic" is a process of "layering", "emotional" and "participation". Letting users participate in your community brand is the most down-to-earth method. Whether it is KOC or KOL, private domain traffic is not "traffic" but "user".
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