Private domain traffic-community operation strategy
The introduction first understands what private domain traffic is. Baidu's official explanation is that private domain traffic refers to the flow from the public domain (internet), other domains (platforms, media channels, partners, etc.) to your private domain (official website, customer) List), and the traffic generated by the private domain itself (visitors). Private domain traffic is customer data that can conduct marketing activities such as linking, reaching, selling, etc. more than two times. Private domain traffic, like domain names, trademarks, and goodwill, belongs to the company's privately operated digital assets.
First understand why you should make good use of private domain traffic?
A very important reason is that the cost of public domain traffic is rising rapidly, and everyone can't play it anymore. The characteristic of public domain traffic is that old users also have to spend money to buy it, which is unbearable for e-commerce and brands. Since 2018, both Alibaba and JD.com’s customer acquisition costs have exceeded 300 yuan per person. In addition, creative competition is becoming increasingly fierce. For example, after any content on Douyin became popular, dozens or hundreds of works of the same theme appeared immediately, grabbing traffic. Unique ways of acquiring traffic are becoming more and more difficult to discover.
In addition, the growth rate of the platform itself is also slowing down, and it is difficult for Weibo to replicate the traffic dividends brought by the rapid growth of platform traffic in 2015. Douyin has grown rapidly in the past two years, but everyone will feel that its outbreak period is nearing an end. However, platforms are adopting more and more current limiting measures for revenue. Merchants must spend money to obtain more traffic. Therefore, it is more urgent to deposit traffic in your own private domain than to obtain traffic. The core purpose of creating a private domain traffic pool, from the perspective of reducing costs and increasing efficiency, can help companies effectively reduce customer acquisition costs and increase the effectiveness of everyone's promotion. The final result is to increase profits for the company.
For enterprises, what private domain traffic can be reached?
Private domain traffic is relatively speaking. It means that we do not have to pay, and we can directly contact the channels that reach users at any time and at any frequency, such as: We media, user groups, WeChat accounts, etc.
How to play with private domain traffic?
There are mainly the following two steps:
1. How to import the traffic pool to the private domain traffic
2. How to maintain the private domain traffic?
Drainage
Whether it is articles, videos or audio, as long as it is helpful and valuable to your precise users, your fans will voluntarily enter your traffic pool.
Let me talk about the article first, which can be distributed on multiple platforms, such as an official account, a certain number, a certain account, a certain fish account, a certain dot account, and a certain fox account.
If you are just starting out, I recommend you to publish on a platform recommended by machines such as a certain number and a certain number, because even if you have no fans, the platform will recommend to fans who are interested in your content and allow public domain traffic. Become a fan of your private domain.
Let's talk about video. For example, you can output content in a certain tone, a certain hand, and watermelon video.
In the early stage of video operation, it is recommended that you imitate more competing products and ponder the other party's routines. Start with simple graphic videos, wait for the content and skills to mature, and then approach real people and sitcoms.
When fans enter WeChat, they belong to private domain traffic. At this time, fission can be used to continue to expand the traffic pool:
corporate employee account fission. There are two most commonly used methods: poster fission and recommendation fission.
"Poster-style fission" refers to the fission poster inviting friends to add a customer service account for fission.
Enterprise employee number fission, employee QR code to add friends, using employee live code tool to generate a live code from multiple employee account QR codes, scanning and identifying randomly, which not only avoids the limit of adding friends on WeChat, but also allows you to add more Friends can also reduce labor costs.
Note: At the time of fission, it is necessary to come up with enough gimmicks or attractive prizes or dry knowledge or high-value bait to attract users, otherwise the effect will be greatly reduced.
When there is a certain amount of traffic, you can operate the private domain traffic according to your product plan.
What is the most expensive thing in the mobile Internet era? The most expensive thing is not traffic, traffic is only the result. The most expensive thing in the mobile Internet era is the relationship chain between people (including between brands and users). It is now common to define private domain traffic as: add to WeChat and WeChat The number of groups. There is a huge gap between "ordinary traffic" and "relational connection traffic". This gap is called trust.
Trusted link network is the biggest network effect. All effects and fission foundations are based on trust as the major premise. Without trust, everything is meaningless.
The five core keywords for companies to do private domain traffic are: establish a trust connection with users, continue operations, and tap long-term value for users.
The scenarios where users can be maintained in WeChat mainly include Moments, private chats, and communities. What scenarios and topics should be used by different customers should be maintained in consideration of user habits and preferences. Each group should be positioned at the beginning of the establishment of the group and serve the fans accurately.
Moments of friends is a place for sunbathing. 80% of ordinary fans are more suitable for maintenance with this weak interaction method. Enterprises can design more content and activities to attract, so that customers can take the initiative to tease you. For example, periodic welfare discounts, etc.
Private chat, that is, one-to-one, is a very interactive maintenance method. However, operating costs are very high, and it is difficult to cope with the number of users. It is recommended not to regard private chat as the main maintenance scenario for private domains, but to define it as a VIP, high-intention customer maintenance behavior. Make private chat more efficient.
The community is a many-to-many, highly efficient scene that can create an atmosphere, but to achieve this goal is inseparable from professional people, landing methods and skills. For community operations, it is recommended to pay attention to the corporate butler service, and for different positioning of the community, you can set up different operation plans, so as to serve customers more professionally.