Methods and techniques for creating private traffic pools!

Private domain traffic is becoming more and more popular.

The name of private domain traffic has become so popular that it has far surpassed the "growth hacker" that was popular a while ago and has swept the entire Internet circle.

Despite this, when it comes to private domain traffic, many people still have only a vague understanding and don’t know what private domain traffic is.

So what exactly is private domain traffic?

The definition of private domain is traffic that is independently owned by a brand or individual, can be freely controlled, is free, and can be used multiple times. The private domain is usually presented in the form of personal WeChat account, WeChat group, mini program or independent APP.

Compared with "public domain traffic", private domain traffic emphasizes more on the independent control of its own marketing and communication. Private domain traffic can be used repeatedly and does not require paying traffic promotion fees to the platform.

What is the key to private domain traffic?

The key is to transform the original one-time sales into the gathering and sedimentation of users in the community, and convert ordinary users into hardcore fans with multiple consumption and stronger stickiness.

Therefore, on the one hand, we need to find ways to attract more accurate users into our private traffic pool. On the other hand, we must retain users through operations and make them willing to stay in our fan pool.

Let’s talk about the first part first: drainage

How to quickly increase the number of followers on a personal account?

Step 1: Avoid Misconceptions

When attracting traffic, many businesses usually pay too much attention to the number of fans and ignore the quality of the fans.

This results in the fans that have been worked so hard to attract having no stickiness and are difficult to convert later on.

Many of the fans you attract are zombie fans or dead fans at the beginning. They are not interested in your community and will affect the subsequent operations.

Therefore, the first misunderstanding we must avoid is to pay too much attention to the number of community fans and ignore the quality of community fans.

How to avoid this pitfall?

First, set community thresholds.

Whether it is a payment threshold, which requires community fans to pay XX yuan to enter your community; or a qualification threshold, which requires original community members to recommend new members to enter your community, it is a good way to effectively avoid inaccurate fans.

Here are some common methods for setting initial thresholds:

• Internal invitation threshold: Only group owners or administrators can invite you to join the community;
• Payment threshold : This is the most direct way. You can enter the community only after paying a certain amount of money.
• Identity threshold: Implement a strict review mechanism, for example, only senior corporate executives can join the community;
• High asset threshold: take photos or verify by real driving, for example, in a luxury car club, everyone needs to own a car of XX brand to join the community;
• Product purchase threshold: You can join the community only if you purchase a certain amount of products;

Secondly, we must carefully select the drainage channels.

To make a vivid analogy, the drainage channel is equivalent to a big fish pond. You want to fish from the big fish pond into your small fish pond (private domain traffic pool). If the fish in the big fish pond cannot survive in your small fish pond at all, the fish you catch will die soon.

Therefore, when you choose a big fish pond, you must be selective.

In the WeChat ecosystem, WeChat groups are big fish ponds, and what we need to do is to find the WeChat groups where the target users are located, and through some techniques, convert group members into our own friends one by one, and eventually become paying users of the community.

Here are some practical drainage channels:

1. WeChat search channel

For example, if your target users are mothers, you can search in the WeChat search bar: mother + join the group. Through precise search, you can find many recently published articles, and then join the group through the QR code in the article.

2. Douban Group Channel

Douban groups are also a good channel. In the same way, you can search for the community you want to join by keywords in the Douban group.

In Douban groups, people often post QR codes directly to attract fans to join the group. Similarly, not only can you join the group through search, you can also create your own theme group, post it in the Douban group, and attract target users to join.

3. Sogou search channel

Many students who have used Sogou Browser know that the WeChat function of Sogou Browser can directly retrieve articles in WeChat, and you can also join the group through Sogou search.

4. Weibo channel

Search the keyword "join the group" in the Weibo search box, and many group joining QR codes will be displayed. You can join the group by scanning the code using WeChat.

5. Competitive social channels

We don’t have guns or cannons, so our colleagues come and make them for us.

Many competitors will launch WeChat groups for community activities. At this time, we can enter the competitor community to attract fans. It is recommended that you pay to enter the community. The higher the product price, the more frequent the user interaction links, and the higher the success rate of adding friends.

Step 2: Rapid drainage

When we enter the big pond, we also need to catch the fish in the big pond and bring them to our own small pond.

How to fish?

First of all, you have to choose the right time.

After entering the group, don’t start adding friends immediately , because many WeChat groups now have group management functions. It is easy to be kicked out of the group if you are detected, and the community members will not have any impression of you, so the pass rate will not be very high.

It is best to be active and add value within the group within a week after joining, so as to increase the favorability of community members towards you. Then you can attract traffic and add friends, and your approval rate will be greatly increased.

Secondly, you need to prepare your words.

As long as the language you use can interest the target users of the community and make them want to become friends with you, it will be more attractive.

What kind of friend request scripts are likely to be approved?

There are definitely two aspects:

1. Give the other party certainty

The other party knows who you are, why you added him, and what resources you can bring to him.

Therefore, when you add a friend, you must first introduce yourself accurately, stating your name, company, position, and even age.

Secondly, you must state your purpose and let the other party know whether you are adding the other party to find more cooperation opportunities or to exchange resources.

2. Make the other party feel benefited

You also need to explain what benefits the other person can get by adding you, such as you are his fan, expressing your admiration for him, touching his desire to be admired, or it can be direct benefits, such as you can provide him with certain learning resources, business channels, etc.

Therefore, if you want to increase the pass rate of adding people to the verification, you also need to think about what value you can bring to the other party.

At this time, you can build a traffic pool and you have your own private traffic, so what?

Although the fans were quite active in the beginning, it didn't take long for the traffic pool to become bleak and no one was paying attention to them. Even if you said something, they might not reply to you for a long time.

The private domain traffic pool has become a “dead fish” traffic pool.

Therefore, to build your own private traffic pool, you must also understand operations and be able to make the fish in the pond active.

How to do it?

Step 3: Operation of private traffic pool

1. Stable content output

An excellent private traffic pool must have high-frequency and stable content output.

For example, daily newspaper output provides everyone with important news and industry information, saving fans the time cost of looking for information, and everyone is willing to stay in your social traffic pool.

For example, learning resources . If you are an educational community, you can provide exercises and test papers with answers, or knowledge points. If you are an operator's community, you can provide community cases, community books, industry reports and other content.

For example, a mind map of practical content. For example, after you take a practical content course, you draw a knowledge mind map of lecture notes and practical points, and you can provide them to the traffic pool.

Regarding content output, I would like to remind you in particular that you should use your rest time to browse and accumulate various forms of content and build a content library. This will improve your efficiency and you don't have to look for content every day. You can share it immediately when you need it.

2. Regular community activities

Community activities are one of the most effective ways to promote the activeness of community fans and increase community stickiness.

When I do community activities, there are three common methods:

The first one is giving away books .

Since I run an educational community, most of the books I give away are supplementary teaching materials. Books are a method that the target group likes very much, and they can be multiplied while being given away, attracting more community fans to join.

It is recommended that you consider the postage cost of books when organizing community book donation activities.

The second is a content sharing session

The group owner coordinates the group members in advance, plans 1 to 2 topics per week, and invites different group members or external experts to share, each time taking 1 to 2 hours.

Invite group members to communicate and discuss together at the agreed time, so that there will be a feeling of "collective creation". At the same time, regular sharing will make group members have a sense of identity and find the value of their own existence, and this sense of value will catalyze more positive chemical reactions.

The third one is punching in.

You can directly set up a regular punch-in for two to three weeks, get a reminder every day to complete the task, sign in using the mini program, and if you stick to it, you will get the promised benefits. The bigger, scarcer, and more in line with pain points this benefit is, the better.

If you want to do long-term check-in, you can use the ranking + redemption mechanism, for example: you can get different benefits by checking in different times, design extra rewards according to rankings, and you can get points that can be used for redemption by checking in once, etc.

Regarding activities, how can we do them better and with less effort?

1. Form a fixed active bill of materials

When organizing an event, you need to form a fixed list of event materials. Each time you organize an event, you only need to supplement and iterate it. This way, you will remain calm every time you host an event.

The list usually includes: notification script list, activity materials list, host script list, and activity organization list.

2. Establish a fixed event hosting process

For every event, we need to iterate the host's words and PPT, and use different hosting styles for different events.

3. Create a fixed copywriting template

The same template should be used for each event copy. Each copywriting template must include the six elements: activity theme, activity introduction, activity process, instructor introduction, and past activities.

In this way, each activity lays the foundation for the preparation of the next activity, reduces the workload of our preparations for the next activity, and the activities will get better and better!

Once you have fans and you know how to operate it, the potential energy of your traffic pool will become bigger and bigger, and monetization in the later stage will be a natural thing.

Related reading:

1. Product operation and promotion: How to compete for traffic?

2. Community Operation丨The essence and gameplay of "private domain traffic" in 2019!

3. Product operation: 2 major ways to get started to accurately capture private domain traffic!

4. Promotion and marketing: A brief discussion on vlog’s brand marketing and traffic monetization!

5. User operation: user growth in the post-traffic era!

6. Online marketing promotion: How to spend big money? Fine-tuned operation of large traffic!

7. Is the popular “private domain traffic” really that powerful?

8. 9 thoughts behind private domain traffic, fission, and sinking market

Author: Yang Yang

Source: Yang Yang