6 traffic channels for private domain operations!

Today we discuss two issues:

The first question is: where to draw traffic from?

Only when we find out where our users are, can we clearly know where to direct traffic. Please think: where are our users?

1. Store organic traffic

2.5km business district

3. Official Account

4. Membership system

5. E-commerce platforms

6. Store Manager/Shopping Guide

Are we utilizing the natural traffic of our store? According to our observations, many stores’ offline traffic is not utilized? Customers pass by, customers consult, customers enter the store, customers order food, customers place orders, customers dine, customers check out, and customers leave the store. What a great marketing link this is, but many stores have not noticed it. Some stores may have customers operating through mini-programs or official accounts during the ordering process, but for other links, very few stores provide guidance or design.

Summary: Natural store traffic is very important, but it is also the most neglected private domain traffic depression.

Are the resources of the stores around us being utilized? In addition to your own store traffic, have you taken advantage of other traffic on the same street or in the same business district? If you are a restaurant, can you organize joint activities with nail salons, barber shops, and clothing stores in the same business district to attract traffic from each other? I know a Japanese restaurant owner. When he first opened the store, he found that the most effective and direct way to acquire customers was to exchange traffic with stores in the same business district.

Summary: Your 5km business district traffic is a larger private domain drainage pool, but it is not utilized.

Is our official account still in operation? Is the open rate still increasing? With the rise of short videos such as Tik Tok and Kuaishou, graphic media platforms represented by official accounts have gradually declined. The most direct feedback is that the opening rate of official accounts is getting lower and lower. Many businesses are frantically unfollowing users who have accumulated on official accounts in the past few years. “It’s fine if you don’t post, but once you post you’ll lose followers” ​​has become the norm for current store official public accounts. What store owners should do most now is to quickly direct customers who are still active on the public accounts to corporate WeChat or corporate WeChat groups with higher reach and stronger stickiness.

Summary: Although public accounts are declining, they are still an indispensable private domain traffic channel .

Do we still have the user data in our CRM system? In order to stimulate customers to consume, many traditional businesses usually open cards for customers and give 100 for every 500 deposit to attract customers to stay in their CRM system. However, the traditional CRM system can no longer meet the marketing needs of businesses. What followed was the SCRM system represented by WeChat for Business, which can create links with consumers in more dimensions, more touchpoints, and richer content. However, user data must not be wasted! Because all the old customers are here!

Summary: Old customers in the CRM system are private domain traffic channels with very strong stickiness and higher brand awareness.

Are there any diversion package cards in the packages on our e-commerce platform? Maybe most stores have placed package cards in their Taobao, JD flagship stores, or Meituan and Ele.me takeaway packages, but starting today, please change all the QR codes on the package cards to corporate WeChat. Because you want to turn the platform's traffic into your own traffic. Have you noticed that if you put a package card with the theme "Reward 3 yuan red packet for good reviews", this user still belongs to the platform and it is difficult for it to become a user of your store. The next time you want to reach him or let him buy your product, you still have to pay the platform to obtain the page report of this user. Parcel cards are one of the few channels that merchants can quickly utilize to attract customers. Please pay attention to them.

Summary: To turn the platform’s traffic into private assets, the package card must be adjusted.

Do our shopping guides inspire them to communicate with customers? Question: What is the most important asset for a chain store business? It's not the money, it's the front-line employees who create the money. Because they are the most direct points of contact for dialogue and service with consumers, they are living people, their image is the image of the company, and their service quality is the service quality of the company. However, many of our store clerks are not well trained, encouraged, and motivated to guide them into our private domain. What a waste!

Summary: Frontline employees are our most direct private domain touchpoints.

After finding our drainage channel, our second question randomly arises: How to increase the rate of increasing fans?

If we compare consumers to fish in a pond, the question we should think about is how to get the fish to take the bait. Different channels have different ways of playing, but we have summarized two key points:

1) Set the Bait

2) Design the hook

Share the private domain traffic generation strategies of several industry leading players.

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Author: Huang He understands private domain

Source: Huanghe Understands Private Domain