What is private domain traffic and how to do a good job in the operation of corporate WeChat private domain traffic to achieve better WeChat marketing effects, let's take a look.
Private domain traffic: The traffic that is in your own hands and can be reached at any time is called private domain traffic.
Narrow private domain traffic pool: a friend user group based on the enterprise WeChat account.
The core characteristics of the private domain traffic pool of the enterprise WeChat account: the friends and their attention in the private domain traffic pool belong to the company and will not be dominated by the platform traffic distribution rules; the corporate WeChat customer relationship, customer trajectory, and customer information are also Be recorded and tracked.
E.g:
The relationship between the seller and the buyer in the store: the communication time between the two parties is short, the exit transaction is difficult, the buyer repurchase rate is low, and the seller information is difficult to reach the buyer effectively.
The relationship between the seller and the buyer in the enterprise WeChat account:
It is easy for both parties to communicate. WeChat software cannot leave the sales leads to other peer merchants. Sellers can quickly reach buyers through channels such as chat and corporate WeChat Moments.
The update of Enterprise WeChat 3.0 indicates that the official position of the WeChat ecological private domain traffic operation intends to guide the enterprise WeChat. With the unstoppable trend of WeChat personal account sales through micro-commerce, the control of WeChat Moments and WeChat personal accounts will be greatly increased. The announcement of WeChat's crackdown on malicious registration issued a few days ago is another important warning to the large-scale operation of WeChat personal accounts. In fact, it is difficult to define what is malicious registration, normal operation requirements, to register to use WeChat, will also prompt malicious registration is blocked, in this case, the operating cost of WeChat personal account will basically get higher and higher.
In contrast, corporate WeChat, when using corporate WeChat to add customers, corporate WeChat comes with its own company name, which in itself makes customers more trustworthy than WeChat. If you want to increase the pass rate of employees, you can also fill in the external information of the employees completely, add positions in the external information, etc., so that the employees appear more professional and more trustworthy.
How to divert traffic from corporate WeChat?
1) Moments ads
Some time ago, WeChat advertising provided you with an efficient channel for corporate WeChat customer acquisition: by placing advertisements in WeChat Moments, we can attract traffic to corporate WeChat.
It is worth mentioning that we can authorize corporate WeChat in the WeChat advertising background, add departments or employees to create customer service groups, and then automatically generate a customer service group QR code for advertising in Moments.
After the user scans this QR code, the system will randomly assign a customer service in the group to the user. After the user adds a customer service, one-to-one communication can be conducted.
2) Official account drainage
Draining traffic with an official account is suitable for brands with a traffic-based official account. For example, Juewei Duck Neck tweets on the official account to guide users to add customer service to the corporate WeChat; for example, Watsons and Qiaqia are in the original customer service entrance of the official account (the official account menu bar, or follow the response), and the enterprise WeChat to add customer service 2 Dimension code.
Of course, if we want more users to add our corporate WeChat, we must give users a reason to add. For example, tell users to get an exclusive consultant after adding friends, or they can receive red envelopes, receive full discount coupons, and enter groups to receive benefits.
3) Online App drainage
The way of online App diversion is suitable for products with relatively large online traffic. For example, on the car page details page of the Guazi second-hand car App, there will be a QR code of the salesperson’s corporate WeChat to guide users to add corporate WeChat.
Salespersons will also set up a "gimmick" to allow more users to add, such as "I will add your WeChat through the enterprise WeChat, I will recommend car sources for you at ordinary times, and I will tell you about price reduction promotions at ordinary times."
Faiyang Wang, head of Guazi second-hand car company's WeChat platform & online car sales product, said in an interview with the media that in the past Guazi second-hand car reached users through the phone, but now it is an enterprise WeChat that directly guides users to add salespersons. . In the WeChat business scenario, the stickiness is stronger than that of the phone, and the reach rate is also higher.
4) Offline store posters
If an enterprise is offline to a store (without a store, consider a stall with a large number of people), you can use the store poster to direct the store’s personal number or social QR code (generally a personal number) and attach the user. Add your reason.
I have to say that in the future, we will do user operations in the WeChat ecosystem. We must fight for efficiency and refinement. Enterprise WeChat is helping us implement this. Enterprise WeChat is the future trend.
The positioning of Weisheng·Enterprise Micro Butler is mainly to make solutions around enterprise WeChat to help enterprises manage private domain data. It has launched the industry’s first enterprise WeChat third-party platform and scrm solution to provide enterprises with customer access. Customer conversion, private domain data service for the entire chain of customer management.