If public domain traffic is the ocean, then users are fish, and if you want to fish, you need bait. At first, there were few people fishing, and the bait did not need to be very good to catch a lot of fish. But as more and more people fish, there are more choices for fish, and their mouths have become trickier. You have to spend more money and buy better bait, and the fish will take the bait.
The same goes for doing business. Taobao and Douyin traffic are becoming more and more expensive, physical store rents are rising all the time, competitors are emerging one after another, and the cost of acquiring customers is naturally rising. What's even more fatal is that the purchased traffic is one-time. Regardless of whether it is converted or not, users have to pay several times to enter the store.
Many people who work on Taobao and Tmall have a glamorous appearance and make hundreds of orders every day, but at the end of the year, the money for buying traffic is deducted, and they work hard for a whole year, and in the end they all work for the platform.
So can we dig a pond ourselves, catch the fish from the sea, and then not rush to sell them, but put them in the pond for a period of time, feed them with feed, and wait until they give birth to more small fish, or fatten them up before selling them? As a result, private domain traffic was born and flourished under the catalysis of the epidemic.
Private domain traffic refers to private user traffic that can be accessed at any time, freely controlled, used repeatedly, and free of charge.
Private domain traffic is not the same as WeChat. WeChat is just a carrier. With its social network, decentralization, diverse content forms, and freedom from control, it is currently the most suitable platform for private domain traffic. Xiaomi community is a gathering place for rice fans, and the official can also reach it directly, free of charge, and multiple times. Who dares to say that this is not Xiaomi’s private traffic pool?
1. The deeper benefits of doing private domain
Why do you want to do a private domain? Many people will say that private domains can make users repurchase, increase GMV, solve retention problems, etc. In my opinion, these are just superficial, and the deeper aspects that are truly beneficial to the enterprise are not clearly stated.
1. Insight into user needs
The core competitiveness of an enterprise lies in its products. Only products that meet user needs can be considered good products.
In the past, companies were too far away from users. They had to go through layers of dealers and were unable to directly interact with users and understand their needs. There are often biases in the results obtained from questionnaire surveys and interviews. Therefore, we often hear that a certain well-known and mature FMCG company develops hundreds of new products every year, but the success rate is less than 5%.
Building a private domain can bring enterprises closer to users. Through various interactions in the private domain, it is easy to accumulate large-scale, multi-dimensional user data, including content interaction data, social interaction data, activity interaction data, store visit interaction data and online consumption data, and then draw a clearer, Three-dimensional and vivid user portraits, targeted product development.
To put it in perspective, after you look at the Moments of dozens or hundreds of users, you will always have a clearer understanding of who they are, what their characteristics are, and what they like.
2. Service upgrade
After-sales, guidance, and problem solving, in my opinion, these are the minimum requirements for service. Only by providing unique information services can we firmly bind the hearts of users.
There is a company that sells cat food called Original Cat Food. It has about 30 pet consultants in the private sector, including a team of medical experts, a behavioral training team, and a professional nutrition team. The doctors are managers and clinicians from well-known offline pet hospital chains. They have rich pet medical expertise and clinical experience. They answer pet minor medical questions online 24 hours a day and provide free remote diagnosis...
Traditional channels cannot directly contact users, so there is no way to upgrade services. You must know that users are not a series of numbers or indicators on KPIs, but living people standing behind them. Only hard work can win sincerity.
3. Influence users’ minds
After users enter the private domain traffic pool, we can continue to influence the minds of users through content output in Moments, private chats, communities, video accounts, and public accounts: sell them products with higher unit prices and higher gross profits; promote them During the event, there will be stronger exposure and higher conversion; let them fission, make the old bring the new...
Take the live broadcast scenario as an example:
For live broadcasts, you first need to buy volume from the platform. It is very likely that the purchased users are entering the live broadcast room for the first time and meeting the anchor for the first time. They do not understand and have no sense of trust. Whether they can convert depends entirely on the anchor's personal ability.
With a private domain, live broadcasting is different.
One week before the broadcast, through popular product previews, benefit previews and other content, we interact with users in the form of public accounts, video accounts, Moments copywriting, posters, etc., to arouse their curiosity and build momentum for the official live broadcast. Coupled with the sense of trust and intimacy cultivated in the daily private domain, it will greatly increase users' expectations and interest in live broadcasts.
Before the official broadcast, you can repeatedly remind and reach out in the private domain, and then use operational methods such as grabbing red envelopes and limited-time benefits to increase the attendance rate of the live broadcast.
During the live broadcast, you can also put live slices of exciting moments, individual product explanations, special offers, etc. into the private domain to increase the conversion rate.
After the live broadcast, have a wonderful review, promote key information and important products again, and achieve secondary conversion.
In this way, it can influence the minds of users little by little and achieve higher live broadcast room data and conversion rates than spending money to directly buy traffic.
2. The core of the private domain is trust
Many people have a misunderstanding that when doing business in a private domain, they sell goods directly.
Behind the private domain are living people, people with feelings, warmth, and value. Put yourself in my shoes, as a user, you just added WeChat, and a lot of product information was sent to you as soon as you started, asking you to pay for it, would you be happy? Will your impression of the company be good?
I quite agree with what Bosideng Director Zhu Aiguo said: "Private domains are not here to harvest traffic. Private domains are more about delivering your products and your brand concept to consumers, and then providing corresponding services." He Once he is satisfied, he has a good impression of the brand and then does some business along the way.”
What is the nature of business? Item exchange. What is the essence of making money from doing business? trust. Without trust there is no exchange.
What problem does the brand solve? Still trust. Buying and selling between neighbors and fellow villagers relies on trust. I believe your products are good and you will not lie to me. If you want to sell products to strangers, you need to use the intermediary of "brand" to solve the so-called trust problem and make users believe that the products of this brand are good.
The same goes for the private domain. It is not about attracting followers in batches in an assembly line, nor is it a blind promotion of advertising. It is about establishing relationships with users through the channel of the private domain, relying on your products, your services, your content, and your operations. , generate trust. Even if the products advertised by other companies are of better quality and lower prices, I am still willing to buy from you because I believe in you.
Why is community group buying so popular? Why are the group leader’s resources being snatched up by major giants? It is nothing more than that the group leader has a certain sense of trust in the local community and community. Compared with invisible and intangible platforms, users are more willing to place orders with people around them and people they trust.
How to establish contact with users in the private domain and generate trust?
In our daily communication, we often say something like "keep in touch in the future." So, do we keep in touch with everyone? Only those who have a stake in you.
The same goes for the private domain. Only by first creating long-term value for users will they be willing to have a relationship with you and then generate trust.
Needless to say, products are the basis of all value. In addition, in the private domain, the following three ways can be used to create long-term value for users:
1) Accompany users’ growth
When users buy a product, they can not only obtain the functional value of the product itself, but more importantly, they can also grow. For example, Niangao Mama not only sells maternal and infant products, but also imparts parenting knowledge in the private sector and teaches users how to be a good mother.
2) Benefit value
After users enter the private domain, they can obtain valuable benefits that cannot be found elsewhere. For example, scarce content, sharing by celebrities who rarely appear, priority purchase of new products, specific discounts, specific styles...
3) Become friends
The private domain is not an advertising platform, and users are not God. Operators can only have a correct attitude, neither humble nor arrogant, and position themselves and users to be interested in private domain traffic, social e-commerce, new retail, or offline entities to switch to online private domain traffic to find product supply. Welcome to click http://a.nxw.so/1yyyjc in the same location to truly become friends with users.
There is a mom-and-pop car wash shop near the community where I live. There are two chain car wash shops separated by less than 200 meters. The prices are about the same, but the equipment, decoration, and services are obviously a higher level. But every time I pass by, there is a long queue of cars next to the mom-and-pop shop, but the chain car wash shop is deserted. Why is this?
After I went to experience it once, I understood that mom-and-pop shops truly treat customers as friends, neither humble nor arrogant, and do business with the mentality of making friends. Make jokes, make jokes, do minor repairs for free, get along with customers like friends, but what about chain stores? Treating customers as a business is impersonal. Under the premise that the levels are similar, it goes without saying which one the customer will choose.