A total of 29 online and offline private domain touchpoints have been fully sorted out!

Before formally sorting out the online and offline private domain traffic points, it is necessary to sort out the links that may be encountered in the process from the public domain to the private domain.

The first link is the public domain layout. It is mainly divided into two parts: offline public domain and online public domain. The offline public domain mainly includes store guidance, ground promotion, offline meetings, etc. The online public domain is more complex, including search platforms, video platforms, information platforms, e-commerce platforms, content platforms, community platforms, etc.

The second step is bait attraction. Whether it is an online public domain or an offline public domain, in order to successfully guide traffic to a private domain, there must be bait, which is divided into two categories: physical items and virtual items. Obviously, physical items cost more and virtual items cost less. Regardless of the type of bait, the process of attracting traffic and then guiding it to a specific private domain platform includes direct scanning of the code, jumping to external links, and search guidance.

The third step is monitoring data. In order to examine the efficiency of private domain sedimentation, it is necessary to monitor the data in the diversion process, such as statistics on personal account QR code scanning, statistics on community QR code scanning, channel QR code monitoring, etc.

The last link is taken over by private domain. We generally use the WeChat ecosystem as a carrier to undertake the undertaking, specifically corporate WeChat, personal accounts, WeChat groups, corporate WeChat groups, video accounts, mini programs and public accounts. This is the general process of diverting traffic from the public domain to the private domain.

In the above links, I personally think that the factors that affect the effect of diverting traffic from the public domain to the private domain can be divided into two aspects. The first aspect is the drainage bait, which determines the quality of diverting traffic from the public domain to the private domain. Earlier we mentioned that baits are divided into two categories, but I added another one.

The first is physical bait, including product samples and trial packages, which are mailed directly to users for trial, and can help convert potential customers into paying users. There are also new products that are given away for free, as well as related products, gifts, and some fresh physical prizes, such as blind boxes and lucky bags, which have a certain degree of randomness and can bring a sense of surprise to users.

Secondly, virtual baits mainly exist in the education and knowledge payment industries, such as free live classes, recorded classes, teaching videos, etc., which are packaged and distributed, as well as electronic materials, tool kits, etc. used for daily traffic diversion.

The third category is equity bait, which mainly refers to the ability for users to try and experience at low cost or even for free within a certain period of time, helping them obtain the products they want and achieve the purpose of attracting traffic or even monetization. Typical examples of this type of bait include no-threshold coupons, discount coupons, lottery qualifications, random free orders, free shipping coupons, trial spots, cash back red envelopes, etc.

The second factor affecting private domain traffic is the path, which determines the quality of retention after private domain traffic. We all know that the shorter the path setting, the better. If the path is longer, the loss will be greater.

In addition, we also need to look at the user's overall path, rather than limiting ourselves to a certain link. From the first contact to the completion of the transaction to the subsequent opportunity for repurchase, there will be opportunities for private domain drainage throughout the entire process. We need to split this path, and then design matching private domain drainage actions for each link, so the overall retention effect will definitely be very good.

For example, the path of online platform users includes searching, browsing, comparing, consulting, ordering, logistics and after-sales. Traffic diversion design can be carried out in consulting, ordering, logistics delivery, receiving goods, and after-sales processing. Another example is the path of offline store users, which includes entering the store, consulting, ordering, leaving the store, and after-sales. When entering the store for consultation, you can try to settle the private domain. For example, if the user has a lot of questions, you can ask him to follow the official account to get a detailed understanding. When placing an order, it must be done online, so you can follow the official account or enter the mini program. When leaving the store, you can guide him to repeat purchase bait to gain WeChat friends, and then the official will push the bait.

Next, we will move on to the practical content, sorting out the private domain traffic points that you can access online and offline.

First, let’s take a look at the private domain touchpoints in the WeChat ecosystem. In the WeChat scenario, there is a first-level touchpoint, including search, official accounts, mini-programs, video accounts, Moments, WeChat conversations and information flow ads. Each touchpoint is further subdivided into second-level touchpoints.

The secondary touchpoints of SouYisou are mainly the brand’s official area. How to attract traffic to this location? Mainly post "#keyword" texts on official accounts, communities, and Moments, or directly open WeChat and search and enter the corresponding keywords. For example, enter KFC, and KFC's official account, mini program or video account will be displayed. I personally think that this touch point is of public domain nature.

The secondary touchpoints of the official account are, first, the menu bar. Its way of attracting traffic is to place custom content in the menu bar. Users can click on it to jump to the mini-program, external link, or pop up a QR code image. It is a private domain attribute. The second is automatic reply, which includes a welcome message and keyword reply after the first attention. Both support text external links. External links can jump to mini-programs and web pages, and support pop-up QR code images. It is a private domain attribute. There are also template messages, which will be actively pushed according to the user groups of the service account. They support jumping to mini-programs and web pages with no limit on the number of times, which is in line with the private domain attributes. Next is the customer service message, which is actively pushed within 48 hours after the new user follows the service account. Under the latest regulations, you need to click the menu bar, complete payment, or reply to keywords to receive unlimited push within 48 hours. The message content also supports jumping to mini-programs, web pages, and can also push QR code images, which are private domain attributes. Finally, there are picture and text messages. Subscription accounts can push once a day, containing many items, and service accounts can push 4 times a month. The types of picture and text messages supported are very rich, including text, pictures, and videos. Mini-programs, external links, video accounts, and QR code images can be embedded in the specific content, which are also private domain attributes.

The secondary touchpoint of the mini program is first the customer service conversation, which is a dialogue window entered by the APP jump or the mini program page. At this time, you need to send a card, and after sending it, you will receive a reply from the customer service. The reply content supports QR code images and has private domain attributes. The second is service notification. As long as you have visited the mini program and authorized to subscribe to its service notification, the mini program can send a service notification at any time to wake up the user, which is also a private domain attribute. Finally, there are the pictures and texts of the official accounts. Currently, the mini-program page directly supports jumping to the picture and text page of the official account. QR code images can be placed in the pictures and texts and can be scanned and recognized to complete the diversion, which has private domain attributes.

The secondary touchpoints of the video account include personal introduction, which is the homepage of the video account. It supports the placement of WeChat accounts in text form to facilitate user search and addition. It also supports the display of bound public accounts. You can jump by clicking, which is a semi-private domain attribute. The second is private messaging, which guides users who are watching the video account to send private messages through personal introductions and video introductions, and then they can reply. The reply messages support pictures and text, and are also semi-private in nature. Next is the video introduction, which refers to the comment area of ​​the video account content. You can associate the official account picture and text link, and then embed QR code images, mini-programs and external links in the picture and text, which is also a semi-private domain attribute. Live streaming is a function based on the video account. Users can complete appointments or directly enter the live streaming room on the personal introduction page of the video account, the video page, the service notification of the mini program, the public account reminder, etc. In the live streaming room, you can put a QR code to guide users to take screenshots and scan the code to complete the traffic, which is also a semi-private domain attribute.

The circle of friends is actually a first-level touchpoint, and there is no specific second-level touchpoint. So how can we complete the private domain sedimentation in the circle of friends? It is mainly through the creation of personal settings, content output or the release of activities to complete the traffic, and it supports text, pictures, graphics, external links, video accounts, live broadcasts, etc. in information presentation, which is a touchpoint with very strong private domain attributes.

WeChat conversations, including corporate WeChat, have corresponding secondary touchpoints, which are mainly private chats and group chats. In private domain operations , it is necessary to establish a traffic system for personal accounts or corporate WeChat, as well as a traffic pool system for group operations. It is also necessary to use group messaging, group announcements, group relays, etc. to publish and share content such as text, pictures, graphics, video accounts, mini-programs, etc. to complete traffic diversion, or publish content with "#keyword" for related searches, which are touchpoints with private domain attributes.

Finally, there are information flow ads. The secondary touchpoints include Moments ads, which refers to the insertion of information ads in Moments. It supports mini-programs, public accounts, video accounts, live broadcasts, pictures and texts, external links and other forms of diversion, and is a public domain attribute. It also includes public account advertisements, which refers to advertisements inserted in the middle and bottom of the article, supporting jumps to mini-programs, public accounts, external links, etc., and belongs to the public domain. Another type is mini-program advertising, which inserts ads into mini-program banners, activation tasks, interstitials, and other locations. It also supports jumping to mini-programs, official accounts, and external links, which is a typical public domain.

The above are all the traffic-generating touchpoints of WeChat.

In addition to WeChat, I also have touchpoints on external platforms such as Toutiao, Xiaohongshu, Bilibili, Zhihu, Douyin, Kuaishou and Weibo.

Toutiao is a media platform whose touchpoints include articles or video content, corresponding comment areas, private messages and live broadcasts. In terms of traffic design, first, you can mention the name of the official account in the article or video, and then guide users to search and follow it on WeChat. Secondly, you can remind users to send private messages to the Toutiao account to claim benefits in live broadcasts, articles, videos, and the comment area below. You can reply in the private message to guide users to add WeChat.

Xiaohongshu’s effective touchpoints include account profile, notes or videos, comment area, private messages, and live broadcasts. In terms of traffic generation, the name of the official account can be mentioned in the account profile. In live broadcasts, notes, videos, and comment areas, you can prompt people to send private messages to receive benefits, and then guide them to add WeChat.

Bilibili is very similar, with effective touchpoints including account signature, video and introduction page, comment area, private messages, updates, and live broadcasts. The account signature can mention the public account name, WeChat ID and QQ ID. Users can search and follow or add the public account on WeChat and QQ. In videos, live broadcasts and comment areas, you can remind people to send private messages to claim benefits, and guide them to add WeChat or QQ in private messages. In addition, the video content introduction page and comment area support the publishing of external links. After users click, they will be redirected to a page with a reminder to add WeChat, which can complete the traffic diversion. Marketing content can also be posted in the dynamics, and QR code images are allowed, and users can take screenshots and scan the code.

Zhihu’s touchpoints include account profile, answers, articles, videos, ideas and comment areas, private messages and live broadcasts. The public account name and WeChat ID can be mentioned in the account signature, and users can search and follow or add them on WeChat. In live broadcasts, answers, articles, videos, ideas, or other content or in the comment section, prompts will be sent private messages to receive benefits, indirectly directing traffic to WeChat.

Let’s look at short video platforms, mainly Douyin or Kuaishou, and the traffic-generating touchpoints include account background wall, account profile, video comment area, private messages, shops, live broadcasts and fan groups. Because Tik Tok and Kuaishou are similar, they are explained here together. First, the background wall of the homepage can remind users to follow the account and send private messages to receive benefits, and guide users to add WeChat in private messages. The account profile can mention the public account name and WeChat ID. Live broadcasts, video content, and comment areas can be used to remind users to send private messages to claim benefits, thereby completing cross-platform traffic diversion. After being prompted by the video content and posting an external link in the comment area, users can click on it to enter the instruction page that reminds them to add WeChat, which is also a way to attract traffic. In addition, the store’s products can be linked to live broadcasts or videos. After purchasing, users can jump to external links or receive text messages, which will contain instructions to add WeChat. In addition, there are fan groups, which can publish various types of content to guide users to jump to links, open private messages, or directly guide them to WeChat.

Let’s look at the social attributes of Weibo. Its effective touchpoints include account background wall, profile, Weibo, videos, articles, comment area, private messages, live broadcasts, fan groups, etc., all of which can directly attract traffic. The specific traffic diversion logic is the same as other platforms, so I will not explain it in detail here.

Next, let’s talk about e-commerce and offline traffic points.

The touchpoints of e-commerce first include customer service replies. In these two states, users consult after purchase or before purchase. We can use discounts as hooks to guide users to add WeChat, or actively reach out to them after purchase but before delivery, reminding them that there are gifts, samples, trial opportunities, etc. to guide them to add WeChat. The second is the jump after payment. Users can display the QR code or WeChat account after payment. This can be achieved on many platforms as long as they have the payment function. The bait displayed is generally to receive red envelopes, preferential gifts, etc., and the guidance location is also mainly WeChat. Let’s look at text messages, which are also a very important touchpoint. When users complete payment or there is a promotion, text messages with external links can be pushed. After clicking, users can jump to the mini program, which contains a pre-configured corporate WeChat QR code. Scanning the code can add corporate WeChat. In addition, the text message content can also directly carry the WeChat account, allowing users to search and add it on WeChat. Regardless of the method, the current conversion rate of text message traffic is between 0.5% and 3%.

AI phone is another very important touchpoint in e-commerce. Generally, within a period of time after the user places an order, while they still remember the brand, you can use AI phone to guide the user to add WeChat or enterprise WeChat to receive benefits. You can also use AI phone to inform the user that the package has been sent, and make a second contact after the user signs for it to tell him that there are subsequent preferential benefits to receive. Of course, if a long time has passed and the user has not settled down, you can use AI phone to recall the user and ask them to add WeChat to receive exclusive benefits. Regardless of the specific scenario, the overall conversion rate of AI phone plus text messages can reach more than 30%. The parcel card is a unique touchpoint for e-commerce. It will be sent out with the product. The styles are mainly red envelopes, envelopes, cards, etc. It emphasizes texture in design and has a striking feeling. It will contain specific bait descriptions and let users scan the QR code. It usually guides users to add WeChat or follow the official account, or even directly enter the mini program to receive benefits. The conversion rate is between 5% and 15%. The above is a summary of e-commerce traffic-generating touchpoints.

The last are offline touchpoints, which are mainly for ground promotion or store scenarios. For stores or door-to-door promotions, touch points include roll-up banners, sea cards, posters, service staff badges, booths or menus on the table, and during door-to-door promotions, there will be tote bags, T-shirts, packaging boxes, paper documents, etc. These can all be printed with QR codes and describe the bait benefits, and users can be reminded through staff language to scan the code to add WeChat, official accounts, etc. to complete the collection. This is the general logic of diverting offline traffic to private domains. The above is a summary of all the drainage touch points.

In fact, it is impossible for us to try all touch points and all diversion methods. There must be some touch points that are very effective and can support private domain growth requirements for a long time. So, I provide a model for screening contacts, called the bull's-eye model.

First, list all the possible traffic-generating touchpoints, and delete some of them within the team or based on the performance of competitors, combined with relevant information. Generally speaking, these touchpoints are platforms other than WeChat, and many of them will not match specific businesses. This link is called outer-loop decision-making. After that, it enters the screening stage of the middle ring, where testing will begin. All remaining touchpoints will be tried for drainage, and comprehensive evaluation will be carried out based on multiple dimensions, such as drainage cost, drainage quantity, drainage quality, etc., and continued filtering. Generally, what remains are individual external platforms and secondary touchpoints within WeChat.

After that, we enter the inner loop stage, sort the remaining touch points, and invest most of our energy in determining the touch points with the best effect. We can effectively supplement the other touch points without investing too much energy. In this way, the effect of the entire private domain drainage will be maximized.

Author: Wild Operation Community

Source: Wild Operation Community