20 suggestions for private domain traffic operations!

In the past, when people were doing brand marketing and operations, they were more focused on converting traffic into conversions, but now people are talking more about brand-effect integration, refined operations, and private domain traffic .

Private domain traffic is definitely a hot word in marketing operations. Everyone is talking about the importance of private domain traffic, and more and more companies are starting to generate their own private domain traffic.

Traditional marketing uses the funnel method of mass communication to compete for public domain traffic. It invests money to grab traffic for conversion, then invests more money to grab traffic and convert again. When the money is gone, the investment is cut off, and the conversion is gone. Companies are becoming less and less patient, consumers are becoming more and more picky, and the cost of acquiring customers is getting higher and higher.

Therefore, companies all want to change their marketing and operation methods, establish the legendary beautiful and efficient private domain traffic, and then operate users in their own traffic pool every day and repeatedly convert value.

The idea is very good, but the model is not necessarily novel.

Here, Lao Zei has written 20 suggestions for friends who want to do private domain traffic for their enterprises and shared them with you, hoping that it will be of help to you.

Again, every word is the truth.

01

What is private domain traffic? You can understand it as private target audience traffic that you can reach at any time, control freely, use repeatedly, and is free. It is obvious that private domain traffic is more stable, has higher value for repeated use, and is low-cost.

02

Doesn’t it feel wonderful? This pattern is simply awesome! But what is needed behind it is professional and sophisticated user operations . There is no such thing as a free lunch. It is impossible for an "excellent marketing and operation model" to suddenly emerge in such a bad market environment.

Any new model that can solve many of the defects of the past will always require more investment in other areas. Although private domain traffic can help you save traffic costs and gain stable customers, you also have to make the content, services, and user relationships that were not done well before better and more refined.

03

Private domain traffic is a shift in marketing and operation thinking . If you want to do private domain traffic, you have to change the previous traffic conversion thinking of "traffic-conversion" to a user operation thinking centered on user lifetime value.

One is the front-end conversion thinking, which focuses on seeing immediate results; the other is the back-end operation thinking, which focuses on steadily establishing a solid relationship with users. At this time, the user is really God.

04

When operating private domain traffic, we cannot think about "squeezing all users" from the beginning. We first need to make concessions and benefits to target users, attract them, gain their favor, build trust, and even pay for it ourselves.

More importantly, through refined operational management and a systematic conversion closed loop, we can achieve subsequent high conversion, high fission, high reputation, and high repurchase, thereby achieving automatic and stable user growth. User lifetime value and communication recommendations are the key.

05

When companies are developing private domain traffic, they should not make drastic changes and completely and immediately replace the paid public domain traffic. This is not wise and brave, it is stupid! Don’t listen to others saying that the old model is dead and the old way of playing is no longer useful just because a new model is promoted. This is just for the sake of showing off. In a few years or ten years, these old models will still be there.

Private domain and public domain traffic should be in a synergistic relationship, replacing part of the traffic with excessively high costs and average effects, rather than completely replacing it. You need to use some old models to obtain traffic faster and then operate privately.

06

The marketing and operation model of private domain traffic is roughly to gain insight into target users, find out their key needs and conduct targeted diversion; then split the traffic to obtain more potential users; and then achieve conversions through high-quality content, customer service and targeted products to promote repeat purchases.

At the same time, incentives and refined operations are used to promote the dissemination and recommendations of users within the private domain pool.

07

This model is actually very similar to the AARRR user growth model well-known among growth hackers, namely Acquisition ( acquisition of users) , Activation (improvement of retention) , Retention (improvement of activity) , Revenue (transaction conversion) , and Refer (obtaining recommendations).

There may be some differences in the literal meaning, but who among the real marketing operations experts would operate according to the literal meaning? The biggest difference may be that private domain traffic operations can maximize user value more thoroughly.

08

Private domain traffic is a new marketing model born based on the Internet , but this model is not necessarily very novel, or it is not novel at all, it is just a new term. Many people have been operating the essential gameplay of this game for a long time, such as the membership gameplay of many barber shops, the high-end VIP management method of hotels, and the customer thinking of many community vegetable vendors, all of which are done very well.

The private domain traffic on the Internet today is only forced out under difficult circumstances and the general trend. It is just that this VIP customer operation model is combined with Internet concepts and tools, and some improvements have been made. Don't expect a novel model, but rather understand the essence.

09

Joe Girard is recognized by the Guinness Book of World Records as the most successful salesman in the world, and has been ranked first in global sales for 12 consecutive years.

The world record for car sales he holds is: selling an average of 6 cars a day for 12 consecutive years, which has not been broken so far.

Friends, what does this mean? A good salesperson is lucky enough to sell one car a day, and the average is 6 cars a day! This is simply a god-like existence.

How did Joe Girard do it? In order to deeply explore customer needs, he observes the details and understands the needs of different customers like a detective, and then attracts customers.

Joe Girard always treated his customers as friends. He would prepare every mainstream cigarette, and when a customer wanted to smoke, he would open the drawer and give the customer a box directly. When customers want to have a drink, he has whiskey, cocktails, and fruit wine, and the customers are simply impeccable.

When a customer buys a car from him, Joe Girard will register his contact information. Not only will he get discounts, he will also provide personal subsidies. When a customer recommends others to buy a car from him, not only will he benefit, but the person buying the car will also get a discount.

Joe Girard certainly didn’t know what private domain traffic was at the time, but wasn’t what he did doing the operation of private domain traffic?

10

Many people like to create and invent new concepts and new words, and they have to make them sound mysterious. The term private domain traffic is actually not that important. You can put it on the PPT plan to liven up the scene, but you should never just tell your boss that this is a new model and expect him to strongly support it.

Your boss may not know this new concept, but if you give him a brief introduction, he will definitely know its essence. Therefore, the key is to clearly explain your insights into target users, the logic of refined operations, operational processes, closed-loop marketing mechanisms, and required resources.

11

When managing private domain traffic, don’t put all users together and operate them in the same way. We need to stratify users, divide them into levels, and provide different operating methods for different users.

12

At present, private domain operations under the WeChat ecosystem are a better choice . The combination of strongly related carriers such as WeChat official accounts, mini-programs, WeChat groups, and personal accounts can already meet the needs of most companies.

WeChat public accounts are used as content and some service hubs; personal accounts are used to retain users, strengthen relationships, and deepen conversions; WeChat groups are used to manage user revenue and promote interaction; and mini programs can be used to graft products and carry out user fission.

13

When operating private domain traffic, trust is crucial. Before users choose the main product, you can first provide a very low-priced trial product, 1 yuan or 9.9 yuan, so that users can gradually shift their interest from content to trust in the product, and then based on subsequent product experience and services, upgrade to trust in the company and begin to choose the company's main product.

14

We need to proactively seek out those customers who are highly loyal and willing to participate, set them as role models, and make them the company's KOCs (key opinion customers) . Everyone knows that KOL is a key opinion leader, who has huge traffic and authority in a certain field. However, KOLs are few and expensive, and may not be as effective as KOCs (key opinion customers) in influencing user conversions.

KOC is closer to ordinary users, and it is more realistic for them to support a company as an ordinary user. Moreover, KOC is already a member of the user pool, has closer connections with others, and can better influence user decisions.

15

Private domain traffic emphasizes a low-cost marketing method, but low cost does not mean no cost. From customer acquisition to sedimentation to activation, companies must at least do a better job of attracting fans, providing high-quality content and refined user operations.

If a company wants to do something, it should have the determination to do it. At least there needs to be dedicated people in the content creation and operation team. The establishment of a private traffic pool is more manpower-intensive than the one-time conversion marketing in the past, and in the short term, the company needs to accept the investment of time and resource costs. If you can't persist, don't do it from the beginning.

Without a stable and high-quality content supply, you simply cannot retain users. If you want to achieve repeated conversions, spontaneous dissemination, and word-of-mouth recommendations, the key lies in the quality of your service and products. Users are not fools.

16

If you are going to do it, do it well. What does it mean to do it well? You are not the only one who is charging forward and being a hero! In the era of high-speed trains, it is no use just relying on the speed of the front of the train; the entire train must concentrate its power. You must first reach an agreement with your leader and boss, and communicate the time nodes required for each section and the possible problems that may be encountered.

Don't stop your work after just one month. It will be difficult to carry out your work without support from all sides in the company.

17

When it comes to private domain traffic, it is inevitable to do user fission, and attractive fission posters are definitely the core of communication. There are a few points that require special attention, namely , clear theme, hitting pain points, immediate benefits, easy to obtain, recommended by friends, trusted endorsement, and absolute discount.

These days everyone has limited time and picky eyes. Therefore, you must make several versions of the poster, optimize each element, and test the best version on a small scale first, and it will not be too late to launch it later. Why spend more money when you can solve the problem with posters?

18

In terms of ways to increase the private domain user pool, you can use methods such as inviting people to bargain, public account/mini program support, personal account support, WeChat group tasks, one-yuan unlocking, 0-yuan group buying, code accumulation lottery, card collection gifts, opening red envelopes, one-point lottery, recommendation gifts, etc.

No matter what the method is, there is one thing we need to keep in mind: fission is not to disturb users, nor is it to let users disturb their friends. This should be beneficial to users and their friends.

It is human nature to seek benefits and avoid harm; social image also needs to be consolidated. Therefore, any fission activity should not consume the user’s existing interests and social image, and lower the psychological threshold.

19

Many private domain traffic strategies fail not because of traffic, but because of user retention. It’s just a change of name but the same substance. Back-end user maintenance is a delicate job, so delicate that if you have never seen it before, you would never imagine it could be so delicate.

Therefore, it is necessary to look at more high-quality cases and spend some money to pay to enter other people’s private user pools to see how others set up, guide, and connect each link of user operation, conversion, and service, and see how each detail touch point of others is reflected. Stand on the shoulders of giants and learn from the masters.

20

We can see towering trees standing on the shoulders of giants, but if we want to become towering trees ourselves, we must explore and summarize through practice. Private domain traffic is the cultivation of long-term relationships with users, and time will tell.

Just like the management of your personal "connection", the accumulation of connections is not something you can learn. You have to manage, explore and improve it over a long period of time. Private domain traffic, like connections, are undoubtedly good things. Now, just treat it as your connections!

In short, swimming along with the big waves will help you swim faster.

Insight into user needs, services that exceed expectations, output of valuable content, refined user segmentation, and organizational and coordination capabilities are still the core of private domain traffic!

Well, the above are some suggestions from Lao Zei.

Author: Mumu Laozei

Source: Mumu Laozei