Methodology for increasing private domain traffic from 0 to 100

I first came into contact with private domains when I started my own online education business five years ago. At that time, I directed traffic to the sales WeChat account every day. After the sales were completed, the traffic was transferred to the teacher in charge of the service. This was the first generation of private domain IP monetization model, although I didn’t know the concept of private domain at that time.

Later, I came into contact with private domain plates with a scale of millions and annual sales of over 100 million. Over the years, I summarized a complete methodology from 0 to 1 and from 1 to 100.

As long as the industry you are engaged in is related to traffic, you must have heard a saying, which is "the end point of all traffic is the private domain."

Although it is a bit exaggerated, it is basically true. Traffic anxiety is a problem faced by all companies, especially the physical industries affected by the epidemic.

The stores cannot be opened, and even if they are opened, there are no customers. Traditional channels have no volume, and new channels like Douyin are costly and have no retention. After trying again and again, I found that it is best to store traffic in one's own private domain.

WeChat’s official definition of private domain is: long-term and loyal customer relationships, rather than just one-time advertising transactions.

The biggest advantage of private domains is that you only pay the cost of acquiring traffic once, and then you can reach users an unlimited number of times for free, without being restricted by time and space.

For example, Little Red Riding Hood, a big V in social media influencer, can make hundreds of millions of dollars a year by selling goods through WeChat groups. For example, Lao Ji, a luxury car tycoon, can sell more than 1 billion luxury cars a year with his sales team of 9 people. These are classic examples of making good use of private domains.

But although private domains look very attractive, they are not easy to implement in reality. Many people have tried it and gave up when they found that the effect was not up to their expectations.

It’s not that private domain is not good, but that the methodology of doing private domain has not been mastered. However, it is difficult to find articles on the Internet that can systematically explain how to do private domain.

It is also for this reason that I spent some time systematically organizing it based on my practical experience in recent years to explain clearly how enterprises and individuals should do private domain scientifically.

The full text is 13,000 words and is divided into four modules: private domain layout, private domain traffic, private domain monetization, and private domain team.

1. Private Domain Layout

The private domain layout consists of four steps: product system, private domain IP, account layout and process design:

1. Product system

The most important point in planning your private domain is to “start with the end in mind” . You must first have a monetizable product, then generate traffic, and start monetizing from the moment you get the first fan.

The first big pitfall many people fall into is to do private domain business with the mentality of increasing fans, thinking that as long as they have fans, they can make money doing anything. This idea is very wrong. In actual business, inaccurate fans are worthless and difficult to monetize.

The value of one thousand precise powders can sometimes be equal to one hundred thousand general powders.

At the same time, to determine whether a product is suitable for private domain, you need to consider three points: high repurchase, high customer order, and high service . As long as your product/model has any one of these characteristics, you can do private domain.

Private domains are essentially a competition for existing resources. It is difficult for the same user to exist in the private domains of multiple merchants in the same industry because the cost of transferring trust is very high. Once you choose A, it will be difficult to choose B. Therefore, there is a first-mover advantage in doing private domain traffic . Whoever does it early and fast may be able to defeat competitors from the private domain dimension.

When the entire industry is concentrating traffic and customers in private domains and carrying out refined operations, whoever is still on the sidelines will be ruthlessly eliminated by the times.

From the product perspective:

The first category is high repurchase products, such as food, clothing, skin care products, etc. High repurchase products can be divided into two types. One is single-brand and single-category, such as fresh fruits. As long as you like the taste once, you will place repeat orders. The other is single-brand and multiple categories. If you like the design style of a certain clothing brand, you will buy jackets, T-shirts, and pants from it.

As long as you put the customer in the private domain, make regular recommendations, and constantly stimulate the customer's interest in buying, he will automatically place an order. The unit price of such products is usually not high, so it is easy to make a purchasing decision.

High repurchase products account for the highest proportion of private domain traffic, and basically rely on small profits but quick turnover. What matters is the graphics and text skills when recommending products, striving to hit the customer's needs in one go and close the deal quickly.

The second category is high-unit-customer-price products, such as jewelry, houses, insurance, etc. This type of product has a generally low transaction rate in offline scenarios due to its high unit price, low purchase frequency, and long purchase decision time. Because customers naturally distrust and are wary of sales, this type of product requires a private domain, where they can continuously demonstrate the quality of their products and their professionalism through Moments and private chats, occupying the high ground in the user's mind, and then making deals will be much easier.

Unlike high-repurchase products that require efforts in post-purchase services, high-customer-unit products require efforts in the trust-building stage before purchase. These are the different attributes of the two types of products in the private domain.

The third category is high-service products, the most typical example of which is knowledge payment. Knowledge payment includes selling courses, consulting, and private board meetings. It seems that there is no choice but to do this kind of business in the private domain, because the delivery of services requires a carrier. Whether it is Youzan, community, or Xiaoetong, they all revolve around the private domain.

2. Private IP

After selecting a suitable monetization product, you need to create a private domain IP to undertake and convert traffic. It should be emphasized that the private domain IP is not necessarily a real person, it can also be a virtual image. Some companies are not convenient to use the real image of the boss or employee due to security, universality and other reasons, so they will choose a cartoon image. For example, “Xiao Wanzi” of Perfect Diary is a cartoon girl.

Before creating a private domain IP, you must remember one premise: IP is for product monetization.

1) Target user analysis

In the private domain, different groups of people will be attracted by different IPs. For example, Wu Xiaobo attracts bosses, Luo Yonghao attracts technology men, and Li Jiaqi attracts young women.

Therefore, before planning an IP, you must first analyze the user portrait. The more detailed the analysis of the target user portrait is, the more accurately you can grasp the user's preferences. The commonly used dimensions for user analysis are gender, age, first-tier city, social role, income level, and consumption preferences.

Once these points are clarified, you will basically know which group of people the product should be sold to and which group of people the private domain IP should attract.

2) IP personal positioning

There has always been a lot of controversy about creating a persona. Overemphasizing a persona will lead to fraud, and it will not stand the test of time and will collapse sooner or later. Without an established IP, it cannot stand on its own, let alone attract traffic and convert transactions.

Should we do the character positioning? It must be done.

Character refers to identity and role. Only when the character is clear can we know clearly what can be said and what cannot be said. You must not falsify your personal image, but you can selectively show certain sides of yourself.

Good actors always act themselves out.

The best way to locate IP is to label it. For example, one of the labels I gave myself is: private domain traffic expert. I have been working in the private domain for 5 years, managed 2 million private domain traffic, and have an annual revenue of 500 million yuan.

If you really don’t know how to locate your own IP, just ask yourself three questions: Who am I? What services do I provide? What are my past achievements?

After answering these 3 questions, your IP label will come out.

The correctness of a label depends on whether it can directly help users buy your product.

3) Content output

After establishing the character, the next step is to use content output to support and strengthen the character.

The first rule of creating content is: it doesn’t matter what you want to say, what matters most is what the customer wants to hear.

Content is the carrier of thoughts and emotions. Only by talking more about content that customers are interested in and can the relationship between the IP person and the customer move from acquaintance to cognition to identification and then to subscription.

The second rule for creating content is: be continuous and uninterrupted.

Creating content is a process of cultivating the user’s mind. Only by continuously outputting energy and value can you attract the attention and trust of the target audience.

The content can be in the form of pictures, texts, videos, or live broadcasts. You can create whatever users like to watch.

3. Account layout

Once the IP is positioned, it is necessary to implement the positioning on the account. The private domain account matrix includes WeChat accounts (including personal WeChat and corporate WeChat), public accounts, video accounts, mini programs, and small shops.

Among them, WeChat account is mandatory, and others should be arranged as needed depending on business situation.

If you can't decide which ones to choose, you can first understand the functions of each tool and then make a choice:

Official Account: Suitable for brand products and knowledge payment, and often has long text content output, which talks about depth and substance.

Video account: suitable for knowledge payment, short video to attract fans, and live broadcast to make transactions. At this stage, the sales effect of video accounts is slightly worse than that of Douyin. Its advantage is that it is very convenient to guide people to follow public accounts and corporate WeChat. If you have this need, you can try to deploy video accounts.

Mini Program: Suitable for businesses with many product categories, complex user systems, and long transaction processes. This type of business usually has an App first and then a WeChat Mini Program.

Small shops: Suitable for businesses with a single product structure and that rely on closed-loop transactions on the WeChat system. Compared with third-party platforms, small shops can conduct transactions on WeChat accounts, video accounts, and official accounts more smoothly and at low cost, without requiring any payment.

4. Process design

After the traffic enters the private traffic pool, a set of standard processes is needed to take over, which will specifically involve labeling users, stratifying them, and the language for the first round of conversions.

1) Tagging

Label customers as detailed as possible so that you can quickly understand the information of each user and take precise marketing actions later.

Commonly used tags include: When was the customer added? Through what channel was it added? What is the transaction status? What is the spending power? What are your consumption preferences?

For larger companies, they can connect their CRM system with corporate WeChat, and these tags can be easily typed out, or they can be operated manually.

For companies or individuals who use personal WeChat, a commonly used ABCD labeling method is recommended, where ABCD corresponds to the four statuses of customers.

A: No reply, no communication at all.

B: Those who have communicated and understand product information.

C: Those with intention and are the key conversion targets.

D: Customers who have completed transactions.

A simple note is added after each letter, for example: A1126Douyin-Catering , which means that this customer has not spoken yet, was added on WeChat from Douyin on November 26, and is engaged in the catering industry. The more detailed the label is, the more convenient it is to manage the account. Even if the salesperson currently in charge of the account leaves, the successor can quickly understand the basic situation of the customer.

In addition to the four dimensions mentioned above, the ABCD labeling method can also be divided according to the strength of transaction intention, depending on the actual situation of your own business.

After labeling, each label must correspond to a different set of words and circle of friends grouping. The goal of the entire private domain operation is to move as many customers as possible from A to D.

2) Customer stratification

The purpose of labeling customers is to facilitate transactions, and the purpose of stratifying customers is to separate the services provided to unsuccessful customers and completed customers. This work is not mandatory and is usually applicable to products with higher average order value.

In a standard private domain team, everyone in each group has a clear division of labor, the most common of which are: traffic generation, sales, and service.

In the customer stratification system, sales are only responsible for closing the deal. After the deal is closed, the customer’s WeChat account will be transferred to the WeChat account responsible for follow-up services to deliver services and promote repeat purchases.

3) Conversion Talk

Taking sales business as an example, the most commonly used method for designing sales pitch is the seven-step sales promotion method:

First, say hello

Second, judge the symptoms

Third, give a diagnosis

Fourth, provide a solution

Fifth, describe the effect

6. Customer Testimonials

Seventh, forced sales activities

The seven layers of sales pitch are like seven bullets, fired in stages, and the first round of customer conversion is completed.

To put it in a coherent way: after the customer adds WeChat, first say hello in a standard way, then ask guiding questions, let the user answer multiple-choice questions, bring up the problem, then analyze the cause of the problem, and then provide a solution (that is, your product), introduce the effect. It is not enough to just give a dry introduction, also add feedback from other customers and screenshots of positive reviews, and finally, as a finishing touch, launch a promotion to force the transaction, at this point, the first round of conversion is over.

Standardization of actions is a necessary condition for the best private domain.

A tall building starts with a pile of earth.

To review, after the four parts of product system, private domain IP, account layout, and process design are completed, the foundation is laid, and a solid foundation is laid for the entire private domain traffic marketing.

2. Private Domain Traffic

After completing the preparations, you should start directing traffic to your private traffic pool.

The first thing to do to attract traffic is to prepare a good "hook".

Based on user portraits, different interest points are set in different channels to attract users to add WeChat. This interest point is called a "hook".

Below we will discuss the practical methods for the four most commonly used traffic-generating scenarios: Douyin traffic-generating, e-commerce traffic-generating, physical store traffic-generating, and private domain traffic-generating. Especially the last one, private domain traffic, is the basis of survival for players who do not have public domain traffic.

1. Tik Tok traffic diversion

Even though the competition on TikTok has become fierce today, it still does not prevent TikTok from being the best source of private domain traffic.

With nearly 700 million daily active users and the support of recommendation algorithms, every account has the opportunity to gain a lot of traffic on Douyin. For bosses who have their own supply chain or those who attract franchisees, using Douyin to attract traffic and monetize in private domains has become an industry consensus this year.

There are currently 7 common ways to attract traffic to Douyin:

1) Personal homepage

1. Background picture. The background image is the most effective traffic-generating field for the homepage because its display area is large enough and conspicuous enough, so you must pay attention to it, but don’t leave your WeChat account directly. A common method is to put a piece of text on the picture: "Send a private message to 666 and I will give you XXX." This XXX is the hook mentioned above.

For example, if you are teaching English and want to recruit students, you can put an e-book called "30 Days to Quick Oral English Training". How to attract traffic after receiving private messages will be explained in the "Private Message" section below.

2. TikTok account. Changing your Douyin account to a WeChat account is basic operation.

3. Personal profile. Don’t rush to leave your WeChat ID in the profile of a new account. If you have tens of thousands of followers, you can leave your WeChat ID in a more subtle way using letters or patterns, such as: +V, V❤️, 🛰️, which will basically not affect the weight of the account.

Many people are afraid of having their accounts downgraded, so they dare not use Douyin to attract traffic. They have a lot of fans but cannot monetize them. This is a lack of focus. You must always remember that the purpose of Douyin is to attract traffic. Douyin actually has no long-termism.

4. Video collection. The name of the video collection can be changed to WeChat account, and the writing method is the same as the personal profile.

2) Private Message

Private messages have two functions. One is to actively send private messages to new fans, and the other is to reply to fans who actively send private messages to 666. The content of the private message is the same: Thank you for your attention. Since Douyin cannot send XXX e-book, please add my V*** to receive it.

In order to avoid violations and account blocking to the greatest extent possible, you need to prepare several forms of replies, interspersing text, pictures, and graphics to reduce risks.

3) Comments section

The comment section can not only drive traffic to your own WeChat, but also drive traffic to your own Douyin under other people’s Douyin accounts.

1. Use a small account to leave a message in the comment section of your main account, and encourage people to add WeChat. This can prevent your main account from being blocked.

2. Leave a message in the comment section of bloggers in the same industry or with the same target users. For example, Lao Ji, a luxury car addict, often leaves a message in other people’s comment sections, “Dear Cullinan owner”, using text pins to increase his own popularity. Those with no moral integrity would just bombard the site with a bunch of small matrices, advertising it like a dog-skin plaster, but this method is not very ethical and you need to use your own judgment.

4) Fans

The function of a fan group is similar to that of a private message, but compared to a private message, a fan group has two advantages. First, you can use a small account to publish your own WeChat account in the group to avoid the main account being blocked. Second, the fan group is a one-to-many form, and one message can reach multiple people, which makes the traffic generation efficiency much higher.

5) Live broadcast room

Compared with short videos, the effect of live streaming in attracting traffic is less effective, and the methods are very limited. Live streaming is more suitable for making transactions.

1. Print the WeChat ID on a piece of paper and occasionally show it during the live broadcast, but this method is very risky and it is easy to get your live broadcast room blocked. A slightly safer way is to guide attention first, and then guide people to add WeChat through private messages and fan groups.

2. Go to other people’s live broadcast rooms to compete for the rankings. If you get to the top of the list, you will naturally be able to attract traffic to your own account.

6) Open Enterprise Blue V

By spending 600 yuan to open a Blue V, you can put your official website link on the homepage and then direct traffic to WeChat through the official website.

At the same time, due to policy bias, Douyin will be much more relaxed in monitoring violations by Blue V accounts. Douyin will turn a blind eye to many borderline traffic-generating methods, after all, it costs money.

7) Background music title

This is the least known method and also the one with the highest threshold.

The key is that the background music you create must be quoted by enough people. You can leave drainage information on the music title. Once others quote your background music, it is equivalent to free publicity for you.

Therefore, the threshold is high, and the profits are also high if successful, which is equivalent to doing fission in Douyin.

The above 7 methods are the commonly used methods for Douyin to attract traffic to private domains. Among them, 1, 2, 3, and 4 must be used well, and 5, 6, and 7 depend on personal circumstances.

2. E-commerce traffic diversion

Compared with TikTok, e-commerce started to divert traffic to private domains earlier, and the diversion methods have gone through multiple versions. However, due to the Cyberspace Administration of China's tightening of user privacy management and Taobao's control over the diversion of traffic to private domains, these methods are no longer usable, or the effects have become very weak.

For example, telemarketing, text messaging, private messages from customer service, and order information export, all these traffic-generating methods have become history.

The only way that is still strong and effective at the moment is: parcel card.

I believe that all e-commerce sellers have used package cards, but even with the same package card traffic generation method, the fan-adding rate can be as high as 30% and as low as less than 3%.

The key to making a good package card is just one thing: understanding human nature.

The most common method of attracting package card traffic is to scan the code and add WeChat to receive a red envelope. Ordinary players will directly tell users to scan the code and add customer service WeChat to receive a 3 yuan cash back red envelope. High-end players will design a scratch-off game with a first prize of 1,000 yuan, second prize of 500 yuan, third prize of 50 yuan, fourth prize of 10 yuan, and fifth prize of 3 yuan. Scratch out the redemption code and add customer service WeChat to redeem the prize. Of course, everyone wins the fifth prize. With such a small change, the cost remains unchanged and the fan-adding rate can be doubled.

Because human nature loves gambling, one is to get 3 yuan for sure, and the other is to have a chance to get 1,000 yuan, and the minimum is also 3 yuan. The conversion rate of the latter will be much higher.

Likewise, when it comes to card design, the simpler the better. If you are careful enough, you will find that 95% of the package cards are not designed well. They are eager to write 10 benefit points on a small card. This is a typical lack of user thinking.

Think about it, what is going through the buyer’s mind after opening the package? Must be anxious to see the merchandise! If your package card fails to pique the user’s interest within 3 seconds, it will be thrown directly into the trash. The more information on the card, the more difficult it is for buyers to capture the benefits.

The essence of the package card design is four words: less is more.

3. Physical store traffic

The scenarios for physical stores to divert traffic to private domains are relatively limited, and there are two common ones:

1) Before completing the purchase and checking out, scan the QR code and add the company’s WeChat to receive a red envelope. This is the most common and most effective method because the red envelope can be used immediately and few customers will refuse. The key is to reduce the deletion rate of customers after adding WeChat, so the wording is very important. The specific way to say it will be discussed in the next section [Private Domain Monetization].

2) Join the welfare group and post discount information in the group every day/week. This format is more suitable for supermarkets and fruit stores near the community. Take the fruit store as an example. Every day, a discount on a certain kind of fruit is sent to the group, and only customers in the community can claim it. This can not only increase the frequency of customers' purchases, but also use discounted products to drive sales of other categories.

4. Private domain traffic diversion

Among several methods, private domain traffic diversion is the one that tests the most refined operational capabilities. The core is to make good use of the two weapons of "content" and "interests". If any one of them is used well, the effect is additive. If both can be used well at the same time, the effect is multiplicative.

1) Official Account

In the era of pictures and texts, public accounts are the undisputed overlords. Although the opening rate has become lower in the era of short videos, it is still the traffic pool with the highest density of elite people.

Most of the short video users are dopamine-type, while most of the public account users are endorphin-type. What do endorphin users like? Solid stuff.

Therefore, the most effective traffic hook is "Add me on WeChat and I will send you some *** information". This information should be highly relevant to the content of your official account. This is the most effective and proven way to attract traffic.

There is another advantage of the official account. Once your content is recognized by users, they may become your free promoters, so there will be a large number of voluntary forwardings, and this kind of forwarding has an endorsement effect, so the conversion rate of the traffic coming through the second forwarding will not be bad.

2) Video Account

According to the latest public data from WeChat, the daily active users of Video Account have exceeded 500 million, making it the second largest short video platform after Douyin.

Especially this year, WeChat Video Account announced a series of support plans. WeChat's style has always been neither impatient nor anxious, but now it is very aggressive in providing subsidies and traffic support for Video Account, which shows its strategic significance to WeChat.

At the same time, Video Account is currently the only tool that can efficiently connect all ports within WeChat. Communities and Moments can be used to distribute video accounts. Following a video account will first jump to the official account page. During live broadcasts, business micro-cards and small stores can also be posted, thus solving the complete link of customer acquisition ➡️ retention ➡️ conversion within the WeChat ecosystem.

The most important point is that in addition to being able to recommend videos to strangers through algorithms like TikTok, Video Account can also break the circle directly through likes from friends. Theoretically, as long as your WeChat friend likes your video, all of his WeChat friends will have the opportunity to see your video. If his friends also like the video, then his friends' friends may also see your video.

This way of breaking the circle is explosive.

On Douyin, you cannot control the number of video views, but on Video Account, you can, as long as you master the method of leveraging private domain traffic.

3) Social Network & Friends Circle

The reason why communities and Moments are put together is that when it comes to traffic generation, the main function of both is to provide a "field" for traffic generation activities, and this traffic generation activity is usually a fission method.

There are several commonly used fission gameplays: the oldest is to forward posters to your circle of friends and receive prizes; another is to invite friends to help, like, and complete tasks, and then win prizes together; those who are a little more thoughtful can make a small game and use clever design in the game to motivate users to actively share.

The quickest way to use the fission gameplay is to use third-party tools, such as small fission. There are many ready-made tools that can be used right away.

If you don't want to rely on benefits to guide users to share, then remember four words: sex toys are sentimental, interesting, useful and high-quality, which cover 99% of users' motivations for active sharing.

4) Traffic replication

This is the last point, and I will focus on it.

You should know that more than 50% of the big players in the private domain, who have millions or tens of millions of private domain traffic, did not create it bit by bit by themselves, but copied it.

There are two ways of copying: replacement and migration.

The core idea of ​​traffic exchange is to first find an industry that matches your user portrait. For example, if you are selling women's clothing and your target users are women between 20 and 40 years old, then you can find traffic exchange from those selling cosmetics. Why? Because your target users are the same group of people, but your businesses have not competed with each other before, he will be willing to cooperate.

How to cooperate then? The simplest and most brutal way is, assuming that you each have 100,000 private domain traffic, then send an advertisement to the other party in your own private domain traffic. If you sell clothes, you can say that you have reached a strategic cooperation with a certain cosmetics brand and will give benefits to your fans. Adding this person's WeChat means you can get 5 cosmetic samples or a box of facial masks. As long as your fans are interested in this benefit, they will add the other party's WeChat. In this way, you have directed traffic to him, and he only needs to pay the cost of a gift. Therefore, the final core is to calculate the cost of a single fan and the subsequent conversion rate.

As long as you are a boss, you will definitely do the math and find the critical value of cost. As long as the cost of the channel is lower than this critical value, you can exchange the traffic unlimitedly, and all this traffic is new traffic and the quality is very good.

The logic behind traffic migration is the same, but the method is changed. Replacement is exchanging traffic with others, and migration is directing traffic to another self. You are the one selling clothes, and you are still the one selling cosmetics. One share of traffic is placed in two traffic pools, and then you sell two kinds of goods and make two kinds of money. Do you understand?

Whether it is replacement or migration, after the model is running smoothly, what remains is to use a set of standard processes to convert these new traffic.

Simplify complex problems, repeat simple problems, and the ultimate goal in private domain is simplicity.

3. Private Domain Monetization

After talking about the layout and traffic of private domains, let’s talk about how to monetize in private domains.

Whether you are selling goods or providing paid knowledge in the private domain, before you start monetizing, you must first figure out what the "people, goods, and places" are in the private domain.

WeChat itself is an instant messaging software, but from the perspective of the private domain, WeChat is first and foremost a field. Through the operation of this field (field), we enable products (goods) and customers (people) to meet, and then transactions occur.

The most important step to facilitate a deal is to resolve the issue of people’s trust in the goods.

Therefore, the entire private domain monetization system is essentially about solving the trust problem in the private domain.

1. Private chat monetization

The key to private chat as the most effective means of monetization lies in the word "nurture".

Different from live broadcast, information flow and other public domain traffic which fight a blitzkrieg and require immediate conversion when encountering traffic, the private domain fights a protracted war and must first cultivate the traffic and then convert it slowly.

As mentioned in [Private Domain Layout], there are only two major categories of products that are suitable for monetization in the private domain, one is high order value, and the other is high repurchase value. Both of these types of products require extremely high levels of trust to support their transactions.

Take a leading private domain company I am familiar with as an example. They sell skin care products with an average order value of around 5,000 yuan, the kind that removes acne. The SOP they set for sales clearly states that "it is strictly forbidden to give a quote during the first chat with the customer." Why? Afraid of scaring away customers.

The reason why customers are scared away is not because they cannot afford 5,000 yuan, but because when both parties are not familiar enough, a quote of 5,000 yuan is difficult for customers to accept. Put yourself in their shoes, would you transfer 5,000 yuan to a stranger you just added on WeChat to buy skin care products?

Moreover, once the price is quoted, even if the customer really has a need, they will not dare to talk to you for more, because you have "clearly marked the price", and the customer will feel embarrassed to talk to you if they don't pay. Therefore, giving a quote directly during the first conversation not only fails to convert, but also blocks the possibility of conversion in the future.

What they do is, after adding the customer on WeChat, they only chat with them in the first month to build trust and stimulate demand. They will never quote a price unless the time is right, and truly achieve delayed gratification when it comes to closing deals.

If you are also doing private domain business, think carefully about whether you have made this mistake? Why do many customers never talk to you again after adding you on WeChat? Are they scared away by you during the first chat?

A good private domain team has its own set of private chat SOPs, including ice-breaking, daily contact, familiarity, trust, and transactions. It must have a suitable rhythm, continuous mental development, and pulsed activation and transaction.

Many private domain teams perform very poorly in private chat transactions because they have a psychological burden and dare not initiate private chats with users for fear of being deleted from WeChat by customers.

If you also encounter this problem, you might as well think about it from another angle. If you don’t have private chats, there will be no harassment, and your WeChat will not be deleted by the customer, but there will be no transaction, right? So why do we do private domain?

Reject the false prosperity in the private domain, only want real transactions.

At the same time, the best way to avoid being deleted from WeChat by customers is not to keep silent, but to make customers feel that you are valuable.

As for how to make customers feel that they are valuable, it depends on another transaction venue in the private domain: the circle of friends.

2. Monetization through Moments

I can’t remember how many people I’ve told about the importance of friendship circles.

In the past two years, whenever the topic of posting to Moments is raised, some people have raised questions: Does anyone still read Moments now?

The official data given by WeChat in 2021 is: More than 70% of WeChat users will open Moments every day. WeChat has more than 1 billion daily active users, and 70% is more than 700 million. This number is comparable to the daily active users of Tik Tok. Do you think anyone watches Moments?

There are two indicators to consider when posting to Moments: quantity and quality.

In terms of the number of messages sent, after testing, 5-10 messages per day are more appropriate, because WeChat now has a flow control mechanism. If you send too few messages, some friends will not see them, and if you send too many messages, it will cause harassment to friends.

At the same time, private chat is a strong disturbance to WeChat friends, so it cannot be used every day. The Moments can make up for this shortcoming, so you must first ensure the number of messages sent so that you can continue to appear in the customer's field of vision.

After the quantity can be guaranteed, we must focus on quality. Quality serves the goal. The goal of posting on WeChat Moments is to build trust with customers.

Therefore, every circle of friends we post is a process of building trust with customers.

A good circle of friends can be summarized in four words: a combination of wet and dry things. The more appropriate ratio is 70% "wet stuff" + 30% "dry stuff".

"Wet goods" are your daily work, your daily life, your random thoughts and feelings, and things happening around you, while "dry goods" are your professional knowledge.

When I train some teams, I will 100% receive similar questions when I talk about this point: "Shouldn't private domain teams constantly demonstrate their professionalism to make it easier to close deals? Why is the proportion of professional content so small?" In fact, this is also a misunderstanding that 90% of private domain teams have.

No matter you are a microblog or a corporate microblog, your name will be on the user's friend list. First of all, you have to be a person. A person must have flesh and blood, personality, and be three-dimensional.

The role of the circle of friends is to establish a sufficiently rich and three-dimensional image of yourself in the minds of customers who have never met you through continuous content output every day, and then add your professionalism to make it easier for customers to close deals.

As long as you keep delivering your knowledge and appear in your client's circle of friends every day, even if you have never chatted with each other, he will feel familiar with you. Then he will be more receptive to your professional knowledge. Otherwise, it will become dry preaching. In reality, no one wants to make friends with serious experts, and the same is true in private.

You need to mix your "dry stuff" with the "wet stuff" so that your circle of friends will not disgust others. When you become more advanced, good content in the circle of friends will make people look forward to it. This requires continuous deliberate practice.

Regarding Moments, here’s one last tip for you: Moments must be set to allow strangers to see 10 posts, and should not be set to be visible for 3 days.

When we add someone on WeChat, we all have a habit of checking out his or her circle of friends first to get a preliminary understanding of the person. If your circle of friends is set to be invisible to non-friends, you will lose the opportunity to be known by customers, and the add rate will be greatly reduced. The same applies if you do not set it to be visible for 3 days.

3. Live streaming monetization

Video accounts are mainly divided into live broadcasts and short videos. Short videos are mainly used to increase and retain fans, and their monetization effect is not obvious, so I will not elaborate on them.

There is a prerequisite for live streaming on Video Account, which is that you must have a certain size of private domain users. It is difficult for a newbie with zero private domain to monetize on Video Account. If you pay the same cost, it is recommended to do Douyin.

This is determined by the different models of the two platforms. Douyin uses a strong algorithm recommendation logic. Even though it now has a loyal fan system, its current weight is not high. Video accounts mainly use private domains to leverage public domains, and the power of algorithm recommendations is very weak. This is because there are not many users watching live broadcasts on video accounts, and it is difficult to rely on recommendations to increase the volume.

In addition to the common methods of live streaming on various platforms such as blocking the live streaming square and attracting stay, the most useful method for live streaming on video accounts is "one circle, multiple groups".

If you have monetizable products in your private domain and need to use live streaming to promote transactions, you must create a live streaming group or a fan group, the more the better.

Make a reservation before the live broadcast starts, and transfer the live broadcast link to all groups at the same time after the live broadcast starts, and swipe the circle of friends at the same time. This way, you can quickly increase the number of online people in a short enough time, and the system will push new traffic to you.

Do this every time you broadcast live, which can not only drive traffic but also make transactions in the private domain. In order to ensure that people in the group are willing to join the live broadcast, a new hook is designed every time to enter the live broadcast room to receive bonuses.

At the same time, the entire WeChat ecosystem is a closed loop, and the live broadcast appointments and live broadcast entrances scattered everywhere must be used well.

4. Community monetization

A few years ago, when private domains could only be used to sell goods, social networks were the only choice for monetization. Later, as more and more people were doing knowledge payment in the private domain, various monetization methods gradually emerged.

Today's communities can be summarized into two categories: one is the welfare group and the other is the service group. The role of the welfare group is to sell things, and the role of the service group is to make deliveries. There are too many types of communities to be split down, so I won’t go into details.

No matter which type it is, it is inseparable from the two keywords "accurate crowd" and "rich composition".

Accurate people is a prerequisite for a community to survive. To a certain extent, the community is a micro society. Micro society emphasizes value symbiosis, so a group of people with the same purpose must be pulled into a group.

Because of the convergence of purpose, the operational efficiency of the community can be maximized. The extreme situation is that if you serve a person well, it is equivalent to serving a group of people well.

The composition is rich. In addition to the notification group, 90% of the groups still pursue activeness. The active community requires that the portraits of group members be rich enough.

Sister Dao has a classic description of the community, which is as follows: a stable and active high-quality group composition: a coquettish group leader who knows how to do things + an opinion leader who loves to dress up + more than 10 industry novices who like to ask questions + a beautiful and handsome guy with three or three + an idle person who likes to salivate 5566 + an angry young man who confronts the sky and the earth + a melon-eating crowd who will say thank you after grabbing the red envelope.

Very insightful.

Compared with other monetization methods, community operations pay more attention to "Tao" rather than "skill".

The above are the four main means of monetization of private domains. In recent years of development of private domains, the mainstream model has been constantly changing. From pure tools in the Taoke era to everyone today, everyone has to make IP. Only the lowest logic has not changed, that is, the business of private domains must be based on trust.

When our monetization in the private domain is blocked, calm down and think about why my customers cannot fully trust me? Once this problem is solved, all the problems are solved.

4. Private domain team

There are two types of assets that cannot be separated from private domains: one is account assets, and the other is team assets.

To see whether a private domain team is operating mature enough, it depends on the relationship between these two assets.

Taking IP business and direct sales as an example, the account carries all private domain traffic, is a battleground, and the team is the person who activates and converts traffic, and is the soldier who moves.

In other words, the flow of personnel will not have a negative impact on the business, which means that this private domain plate has been relatively standardized.

Although "the iron-clad soldier" doesn't sound good, it is necessary to sell tens of millions or over 100 million yuan in private domains. Except for the IP and traders, the flow of other members should not have a negative impact on the business.

This is a major premise, and then let’s take a look at how account assets and team assets should be managed separately.

1. Account management

1) Find numbers in batches

The first problem to solve in account management is to find more available WeChat accounts. There are two ways. One is to register a new account with the ID card and mobile phone number of relatives and friends, but the new account needs to be maintained, otherwise there will be functional restrictions and it is particularly easy to be blocked. The second is to buy ready-made accounts directly.

We have figured out a standard process to build a new account by ourselves, involving dozens of actions. If you need it, you can directly pull it to the end of the article and add the WeChat account to the account maintenance document. Remember to note the purpose, otherwise you will not pass.

Here we will focus on the precautions when buying an account.

There are three reliable candidates for buying a number: one is your own employees, the second is your friends around you, and the third is your college students.

Many employees and friends have small quotations, and they won’t cheat us. This kind of quotations is more reliable, but the number is limited. If you need a large number of accounts, you will go to college students to collect. Because the social relationships of students are relatively simple, the WeChat account is not that valuable to them. At worst, you can change a new one and add friends again, so it is easier to collect.

There are two rigid standards for receiving numbers. One is that the registration time must be greater than half a year, and the other is that it must be used on a daily basis. Because WeChat will judge whether the account is used by real people from multiple dimensions such as chat, card binding, payment, and following official accounts. Real people account will greatly reduce the risk of blocking the account. There are thousands of friends on each WeChat account. If it is blocked, it will be a considerable loss, so you must not be careless.

In terms of price, the market price of a daily number is around 300-500. There is no fixed standard, so it can be discussed.

So where can I find college students who are willing to sell their accounts? Part-time group. You can be pulled in with a few dollars. College students who work part-time jobs are generally short of money. Selling an account to earn a few hundred dollars is considered a good income. Then they ask them to help them collect the account between their classmates and receive a reward of 100 yuan. The problem of buying accounts in batches is solved.

The newly received account should be modified as soon as possible, and the login password, binding mobile phone number, and emergency contact person should be changed to your own company's information to avoid being logged back by others.

2) Batch private chat and post on WeChat Moments

There is a step before starting the conversion to tag users. I have already mentioned it in the previous article and will not be mentioned again here.

The key point in the implementation of private chats and circle of friends is the need for a role called "supervisor".

Take the Moments as an example. Because these account assets are very important, they must not be sent in mass using software, as they are easily blocked and must be sent manually.

Our copywriting department will send today's copywriting to the group before getting off work the day before. Which copywriting, which pictures, and when to send it? Here, the time points for sending accounts of each group should be staggered. Don't send the same content at the same time for all accounts, as it will be monitored by WeChat.

The supervisor's job is to check the circle of friends of these accounts every day, do statistics, and issue reports. Whoever does not send or who misses it is clear at a glance. Then the person in charge of the private domain will also conduct regular random checks. If it does not send or misses it, they will be fined. This dual insurance mechanism is used to ensure that the implementation is in place.

The supervisor also has another job, which is to check chat records regularly. All chat records are not allowed to be deleted. If you find it, you will be fired directly because there are only two possible ways to delete two records. One is to skip the order, and the other is that he said something he shouldn't say. Any situation cannot be tolerated.

2. Team Management

There are three core issues in team management: organizational structure, business training and traffic allocation, respectively:

1) Organizational structure

There are two forms of architecture. One is divided into major departments. All the people responsible for traffic diversion are in one department, and all the people responsible for sales are in one department. There is another type of Amoeba group, with 3 people in groups, 1 sales and 2 traffic diversions.

Here we recommend the Amoeba group, each group has 3 people, 1 group leader and 2 group members. The group leader is responsible for transactions and the group members are responsible for traffic diversion. In terms of salary composition, the team leader receives a certain proportion of dividends for the basic salary and the entire composition, and the team members receives a basic salary + an increase in the number of people who are drawn + a lower transaction volume than the team leader.

The advantage of Amoeba is that the person responsible for drainage and sales is tied together.

The big part of salary is dividends, and the team battle ratio will explode when the interests are consistent. People who attract traffic will pay special attention to traffic quality, and people who sell sales will work hard. This model is very suitable for businesses with mature products.

2) Business training

Many companies make training very complicated, waste time and not practical. Just explain two issues with good training: what must be done, what cannot be done, and others can be handled by yourself.

If you want to grow your private domain business, you must not let your employees judge what to do every day, but use the system to stipulate the sop. What employees need to do is to do things as well as possible according to the sop.

For example, post a few Moments every day, what to post, and when to post it.

For example, how to break the ice in the new traffic, what to say on the first day, what to say on the third day, what to say on the fifth day, how to answer the inquiry, and how to guide the inquiry without the inquiry.

These must be given standard answers, not 100% sure, but the framework must be clear and the direction must be clear. Each situation must be fully considered in the training manual. There must be no blank areas, and employees cannot judge the right or wrong of a behavior by themselves.

After the training, Xiaobai can score 60 points when he comes, and such training is qualified.

3) Traffic allocation

The organizational structure of the majority of departments has always been a headache for how to allocate traffic to sales.

In fact, the solution is very simple, it depends on the input-output ratio.

First of all, each salesperson will have a guaranteed traffic every day. 10-20 fans are more suitable. Too little is given, it will not be verified. Too much is given, and it is easy to waste.

Each salesperson has an assessment period, giving time and traffic to prove his sales ability. The assessment period should not be too short. Products with high customer orders will take at least one month, because traffic conversion itself takes time, and some sales are slow to heat up, but once you find it, you will have strong combat effectiveness.

After ensuring the basic traffic, it depends on the average output amount of a single fan. If it exceeds the expected value, it will slowly increase the traffic, but you cannot add too much. 30 fans per day should be the limit. If you can't talk too much, it will cause waste of traffic. If the traffic is lower than the expected value, it will be eliminated if it cannot meet the expectations.

The above is the entire content of the private domain methodology from 0 to 100. I hope it will be helpful to everyone.