KOC Creation Guide

Recently, the operation circle has been talking about a popular term "private domain traffic". Everyone is talking about building their own private domain traffic . So how do individuals build their own "private domain traffic" to create KOC , and how to achieve effective "monetization" and IP connection? Zhiyuan believes that this is a long process.

There are several benefits to creating a KOC and building a private traffic pool. First, it can help you monetize your content or products. Second, you can expand your network through the link of your own IP, just like Xiaomi mobile phone maintains its "Mi Fans". Private domain traffic is not a "WeChat group", nor is it an individual owning many "WeChat accounts" and covering a large "crowd".

Zhiyuan believes that creating KOC private domain traffic means finding a group of people who are interested in their own "community" or content, "common interests" and "topics" in a vertical segment, and being able to establish long-term emotional and commercial connections with these fans, rather than just "general fans". Later on, it can be realized through activities or content. Today, based on his own experience, Zhiyuan hopes to share this framework, hoping it will give you some thoughts and inspiration.

1

- "Find a good niche" -

We all know that brand positioning is important, and of course KOC private traffic positioning is even more important. If an individual wants to build a traffic pool in a certain field, he must think about the people in this traffic pool, how to spread content, friends, Toutiao or Sohu, and short video platforms to attract people who are interested in the segmented field to the individual's WeChat account, and form a closed loop. This is what we need to think about.

This set of logic is my personal summary of some operational steps and methodology for building KOC private domain traffic. The details are as follows for your reference:

1. Segment positioning

2. Continuous output of content

3. Find the right distribution medium

4. Attract fans to your personal account

5. Do a good job in spreading IP content in WeChat Moments

6. Build paid communities or courses

7. Form a transformation to achieve a closed loop

The first step for individuals to build their own private domain traffic is to identify the niche areas

Example 1:

Liao Ju's "Juzi Club" has a very precise positioning, focusing on content and training for the closed loop of community commercialization. He has summarized and developed a set of "dry courses on the top-level community model" and disseminated courses centered around "community operation" and "community commercialization" through his own official account on a daily basis to attract more users who are interested in this area, allowing users to pay to attend business classes and form a closed loop of commercial monetization.

Example 2:

Gong Wenxiang's "Electric Touch Meeting" is very famous in the entire micro-business circle. Through its own IP, it has built its own communication matrix on Weibo, WeChat public platform, Toutiao, and Douyin, vertically outputting some content about individual entrepreneurship, micro-business thinking, and single-brand start-up, as well as irregular mutual promotion of friends, and has captured a part of fans who want to work in the "micro-business" industry or want to enter this circle. Building your own community and letting fans pay to join the community can help you connect with people, achieve effective cooperation and screen the crowd, which is a typical way to build your own private domain traffic.

Example 3:

"Qun Xiang" , a community of operators in the pan-e-commerce and pan-education sectors, is also very accurately segmented. The founder has captured more than 100 Class A founders, top traffic owners, and business operators through his own resources, and outputs them in the form of content on the official account, pushing content around the core of traffic, delivery, and strategy, and regularly outputs content in the form of offline activities. The startup team of three people gained 1,500 paying members in the early stage, which is also a means of building its own private domain traffic.

2

- "Vertical content output" -

The output of content is very important. Content is the most important communication carrier for individuals to create KOC "private domain traffic". I have seen many people who set up their own groups to form "communities" and work hard to "write articles" every day, but they just can't monetize them. In fact, the core reason is that they did not find the right "content positioning" and "content core" in the early stage.

Whether it is Xiaomi or Huawei, these mobile phones will hold a press conference before the new release. Then the traditional way of communication after the press conference is "review" . Party A will mail various "new phones" to different "digital bloggers" and let these digital bloggers conduct 360-degree evaluation of the mobile phones in the form of short videos or content.

——

However, looking back, the positioning of these digital bloggers is very clear. Some bloggers specialize in reviews and collecting and sharing various mobile phone plug-ins. After accumulating a certain number of users, these big Vs began to engage in commercial monetization activities, such as "advertising", "paid reviews", "APP promotion", etc.

Suppose you create a large account yourself, but the output content has no system or structured planning, it will become disorganized and the user's attention will decrease. An article may suddenly attract users' attention, but users may find in the long run that the content output by this account is not in the vertical field, so the link degree is not very strong, and the probability of unfollowing will increase.

For example, if your personal account outputs content about emotions today, health care tomorrow, and career-related content the day after tomorrow, this is obviously a lack of reasonable operational planning. Regarding the output of content, Zhiyuan's personal method is to sort out his own knowledge structure. First, look at his own interests and areas of interest, and then sort out the knowledge to output useful information. Otherwise, he will be exhausted after writing for two days.

3

- 'Distribution and commercialisation' -

Assuming that you have determined which field you want to work in and have done the content planning, you might as well distribute the knowledge you produce through multiple channels , such as: Toutiao, Sohu, Baijia, Zhihu, Maimai, etc., but remember to leave your personal WeChat public account every time you distribute it, because the "WeChat public account" is the place closest to users for private domain traffic. When users see the link or ID at the end of the article, they will naturally search and follow it, and then be sure to leave your personal WeChat account on your WeChat public account to form a diversion. The process is roughly as follows:

1. Distribute content through multiple channels

2. Attract users

3. User search ID to follow

4. Add personal WeChat

5. Watch Moments

6. From weak ties to strong ties

Then the realization link may be a more difficult link. You need to think about what kind of help or service you can provide to users. Zhiyuan often sees many big accounts often encounter this kind of dialogue, as follows. After adding a friend, make a self-introduction, and then say: "Teacher, reading your article has greatly inspired me and is very helpful. Thank you for sharing."

Then this user will quietly remain silent in the personal WeChat circle of friends. If there is no communication for a long time, he will be lost. So how does Zhiyuan do it?

First: Create a label

Second: Initial communication (understanding the profession)

Third: Join the free group

Fourth: Regular sharing in free groups

Fifth: Convert to paid

This is what I usually do with users of private domain traffic. I label the user, tell them the number they were added on, where they saw the article, and initially communicate about their occupation and place so that I can make notes. Then I add them to my reader group. Before joining the group, I will tell them to introduce themselves and send red envelopes for the sense of ritual. Secondly, I am not allowed to send junk advertisements, such as bargaining, red envelopes, etc. In this way, users will be more well-behaved.

In my group, most of the people are interested in my articles or a certain topic. If you bring everyone together and have a small topic or a topic that resonates with others, everyone can explode, and the users' weak relationships will gradually become strong relationships. In addition, by constantly chatting and communicating with the masses, on the one hand, I will become a small KOL, and on the other hand, it will also be beneficial for my effective commercialization.

——

Commercial monetization requires a carrier, and there are many types of such carriers, such as "paid courses", "paid communities", and "paid consulting services", which are the most commonly used. When you have a certain number of fans and users, you can create your own "paid community". Let me take the community as an example. If you want to create a paid community, you have to magnify your own value. For example, how much money can users get by joining this community?

Paid courses are relatively simple. You only need to output the content of the professional module into a system, record it in the form of video or audio, or pay articles to share with readers. Paid courses are intangible assets that can be sold for a long time . For example, the courses of Entrepreneurship Dark Horse and Orange Club are the same. There are also courses + communities. Of course, this type may require a team to operate, which is relatively heavy. If you are a self-employed person, I think you can just do one.

4

- "Looking for 1,000 true fans" -

Effective communication is very important. If you delve deeply into a highly vertical field, Zhiyuan believes that individuals do not need to cast a wide net. Instead, focus your energy on your 1,000 hardcore fans and serve your 1,000 hardcore fans well, then users will naturally spread the word for you.

Of course, you can also share benefits, for example, by creating a community with a payment threshold of 1,000 yuan. An old group member recommends a new member and shares a referral fee of 300 yuan with the old group member. However, we must provide good service in the early stages and exceed expectations. This kind of gameplay is very similar to the fission of courses, but Zhiyuan believes that creating "one's own private traffic" and hardcore fans are more important than "quick success" commercial monetization.

——

From the outside, it seems that most people are now more "eager for quick success and instant benefits" , thinking about monetizing traffic and making deals with others. They always think they are very smart, but in the end they get nothing. Zhiyuan believes that maintaining and serving its hardcore fans and persisting in outputting high-quality content for a long time are the most important shortcuts to retain users. The current era has passed the "traffic thinking" and now is the era of transformation from "traffic thinking" to "user thinking".

Let users influence users, this is the most basic logic of operating "private domain traffic". First, incubate a small group of fans. You just need to be professional to the utmost and let the fans and users help you promote it. It will be like a snowball, getting bigger and bigger. "Private domain traffic" is a process of "circleization", "emotionalization" and "participation". Letting users participate in your community brand is the most down-to-earth method.

Final Words

Private domain traffic is not "traffic" but "operating users"

Whether you are a KOC or KOL, private domain traffic is not "traffic" but "users" . If you optimize your content or strengths, your users will come naturally. Just imagine that a large number of users follow you under your link, are willing to listen to your sharing, and are willing to pay for your value. What else do you have to worry about?

Author: Wang Zhiyuan

Source: Wang Zhiyuan