Analysis of the gameplay and underlying logic of private domain traffic maps

In this article, the author sorted out and analyzed the private domain traffic knowledge graph, and combined it with relevant case analysis to give his own views.

Private domain traffic is just a concept. People understood this concept a long time ago, but smart people would not speak it out. No one knows which god or monster made this concept public. WeChat found out and then cracked down on it vigorously.

This article is an analytical article. The material comes from a map of a paid community. Although it is an analysis, it is analyzed using my own thinking and opinions.

No one knows where this picture came from in the first place, nor does anyone know how many times it has passed through hands, and no one knows who originally drew it.

I disassembled this picture.

I have seen a lot of such diagrams recently, but they are all big frameworks. Although there are no substantial practical cases, these concepts and process frameworks can give you some thinking inspiration.

Part I: Basics

I won’t go into details about how the term “private domain” became popular. I will just talk about some of the more important ones.

Let me give a more vivid example to explain the concept of private domain traffic .

In the past, people had to go out hunting to survive, but hunting required not only tools/weapons, but also certain skills and physical fitness.

You either have to explore the habitat of the prey or make bait and wait for the prey to take the bait. Even if the prey takes the bait, you may not be 100% able to catch it, which is quite troublesome. Moreover, even if you find the prey in an environment with many trees, it is very difficult to chase it. The chance of successful capture is very low and the cost is very high.

Another point is, for example, if you catch a wild boar (female) and roast it to eat, this behavior is only a one-time behavior, that is, after you eat it this time, you have to go out hunting again next time, and in this case, you have to repeat the above steps.

One-time process: bait - search - chase - pot.

The above example is public domain traffic, which has the following characteristics: high acquisition cost and one-time use

Then, some smart people realized that this was not a viable option. It took several days of hunting to catch a pig, and if they continued like this, the wild boars would be eaten sooner or later.

Then they thought of breeding, pairing up female wild boars and male wild boars, breeding them, and letting them give birth.

You should be clear about the resources that follow. They are inexhaustible. It is like raising chickens to lay eggs, rather than killing them to get the eggs.

The above is private domain traffic, I call it " raising pigs ", a term I came across when I was playing Honor of Kings before. Those of you who have played it should know it.

But I should be the first person to compare private domain traffic to "raising pigs". I hope the heroes who are "supported" will not beat me up.

Characteristics of private domain traffic: low cost and repeated use

You raise a group of people, interact with them from time to time, and then start harvesting when the season comes. Moreover, this harvest is a form of compound interest and is a reusable resource.

For example, a mother places an order after being supported by you for more than a month. As long as she places the first order and your product experience is ok, you will have the opportunity to let her place the second order, because she is already in your circle. It is up to you how to support her.

Part 2: Drainage

This stage is what you should do after you have determined your positioning and your target group.

The word "drainage" has been used so many times, but no one can really explain why. Why?

Because the product positioning, business model and target groups are different, you need to decide which method to adopt for your own product based on many comprehensive factors.

I know a lot of methods, but they may not be suitable for your product. This is why many people buy courses with great expectations, go back and practice step by step according to the methods, only to find that the results are mediocre.

If the teacher's ability is OK and your method is fine, then you should think about whether it is a problem with your product and whether your product can use this method.

The general logic of traffic generation methods: activities, information packages, content, leveraging trends, etc.

This doesn't include the paid ones.

Strictly speaking, materials can also be considered as content, and content includes a lot of things, such as courses, soft-text marketing, short videos and so on.

Taking advantage of the situation includes many things, such as riding on the popularity of a topic, clinging to someone powerful, and so on.

This is a very large framework. Many people have strong execution capabilities and like to specialize in research, so they can study specific methods within the large framework.

For example, when sending information, what information to send, how much to send, how to send it, what the process is, whether other chips will be added, how to maintain users after they come, etc.

All of them are planned according to your own products.

So, you see a lot of pictures that are well done, but after looking at them you don’t know how to operate them specifically. This is also the reason (based on the product positioning).

Part 3: Community Operation

Look carefully and think seriously.

You have three ways to reach the other party with traffic coming to the private domain. The first is the circle of friends, the second is to create a group, and the third is private chat.

There are techniques and methods involved.

There are certain considerations on how to post on Moments, what to post, to whom to post, and when to post.

This is how I operated the community before. After everyone came in and added a friend, I would label them. Considering the workload of the team members, I would only label them with 5 important labels at most.

Then display different content according to different tags.

You can also do segmentation based on accounts , that is, one account represents a label. For example, if account a is positioned as lipstick, then it will specifically send information related to lipstick; when it is full, it will be a1, a2, a3 and so on.

The content pushed by Category A accounts is lipstick, and the target audience is also those who are very interested in lipstick.

You can also have categories b, c, and d. For example, if you offer paid courses, they can correspond to office skills, communication, and workplace recharge respectively.

The above are just examples.

I have not tried this method, but I can tell you for sure that it is absolutely ok to use accounts as labels for refined operations, and I have always emphasized refined operations. The more detailed, the more you see, and the more methods you will have.

If you are working on a community or private domain, you can do this.

Why did I say it must be ok? Because the segmentation is detailed enough and the users are precise enough, everyone who comes here must be here for lipstick. If your account only posts information about lipstick, the probability of being blocked is extremely low because it is very consistent with the users' needs.

Believe me, although I have not done this myself, there will be no problem with the underlying logic. If there is no problem with the underlying logic, the general direction will definitely be correct.

Then let me talk about creating groups. The groups I operate now have no value. They are just a channel for product return.

Once you have created a group, you need to assign people to maintain it. You can activate the group through small games, interactive topics, content push, and even live broadcasts.

Especially in the business of selling goods, it is really not fun. For things that cost a few to dozens of dollars, it is not like expensive things, such as houses and cars, which require many factors to be considered;

Things that cost just a few dozen dollars have a low threshold, and the factors that influence users’ decisions are relatively weak. Even if there are factors, people will pay for them sooner or later after some nurturing.

Think about it, you left a hook for a lipstick discount outside, and the people who joined your group must be interested in the lipstick and the discount, that is, the precise group (leaving aside those who are trying to get something for free). Even if they won't pay immediately, don't forget that the other party is in your friend list.

Take your time to nurture her, post to your Moments every day, and don’t worry, she will get a message from you eventually, and one day she will ask you: Um, is there still a discount on the lipstick you bought last time?

I'm so sorry that the one I had last time is gone, but this time there's something better...

Selling goods plays with human nature. It’s a psychological warfare with users. You need to have a sense of rhythm. Hunger marketing, pig farming, anchor planting, double-act...all of these can be played.

other

The content behind the picture talks about distribution-related content, so I won’t go into details. If you don’t understand, you can leave me a message.

Why don’t I talk about distribution? Because if you just check it out you will know what the distribution methods are, it is nothing more than rebates, group buying, invitations, etc.

You can see that as long as you have the goods in your hands, you can really do whatever you want while controlling the costs, because this is directly related to the transaction.

Humans all have a psychological desire to take advantage, but when can we take advantage? You can take advantage the most when it comes to transactions, and the desire to take advantage will be stronger at this time.

The event I organized last year directly increased the number of followers of the official account by 100,000 in 7 days. It is one thing to ride on the popularity of Koi, but the most important thing is real money.

Finally: interests and emotions are always the strongest driving forces for communication!

Author: Rain Wash Qianfengxiu

Source: Public account Yuxi Qianfengxiu