How to operate private domain traffic in online education? You can learn these 3 tricks!

Wu Xiaobo once proposed that " private domain traffic " will be the new trend in 2019, and he really came true.

This is another term that has become popular in the marketing, operation and even Internet circles after "growth hacker", "traffic pool" and "fission".

However, the reason why “private domain traffic” will become popular is not because of Mr. Wu’s prediction, but most likely due to the following two reasons.

The first reason is growth anxiety . The main manifestations are that it is becoming increasingly difficult to acquire customers, traffic is becoming increasingly expensive, and leads are becoming increasingly fake. These are three problems faced by all companies that obtain traffic through online channels.

For example, by spending money to buy traffic on big platforms such as BAT, they found that the quality was poor and conversion was difficult; using search engine bidding rankings to acquire customers resulted in increasingly high costs; spending money on promotion on a certain platform to obtain leads, but finding that 90% of the phone numbers were invalid when they made calls, and so on.

The second reason is the social dividend , and building a business model based on it. Typical examples are Pinduoduo and Yunji, which went public in the United States.

It can be seen that behind the popularity of the concept of "private domain traffic" there is both corporate anxiety and track momentum. Coincidentally, online education also faces the problem of difficulty in growing and acquiring customers, and is also enjoying the traffic monetization opportunities brought by social dividends.

Therefore, online education and "private domain traffic" can be said to be a perfect match. However, what is more crucial is how we correctly view the issue of "private domain traffic" and its impact on online education.

Therefore, this article attempts to provide an operational strategy for online education to utilize "private domain traffic" to help education peers seize the benefits.

The author has mentioned before that most people frequently mention "private domain traffic" in order to solve problems such as customer acquisition, monetization, and growth. The core of achieving this is to find ways to use "private domain traffic" to achieve these goals. How to do it specifically?

1. Find products suitable for "private domain traffic"

What kind of products are suitable for “private domain traffic”? This needs to start with the characteristics of "private domain traffic", which someone once summarized as follows:

• High average order value: Because of the need to maintain user relationships, higher costs are inevitable, especially labor costs, which naturally require a high price.
• High repurchase rate: Getting users to continue purchasing is the core prerequisite for maintaining a relationship. If the product does not need to be repurchased, "private domain traffic" is basically useless.
• High topicality: Purchase is not the only way to build a relationship with users. It may be more meaningful to let users participate in the product itself.

So, what kind of products meet the three characteristics of “private domain traffic”? In fact, there are many, such as beauty, insurance, catering, medical beauty, etc., which are suitable for operation with the thinking of "private domain traffic", and education is the most suitable.

For example:

It took a dozen months for an online education company to go directly from Series A financing to listing in the United States. The most fundamental reason for this is that its products are large-class online K12 courses, which are typically high-priced, high-repurchase, and highly talked-about, making them very suitable for operations with "private domain traffic."

For example, it covers the entire stage from kindergarten to college entrance examination, so it naturally has the possibility of repeat purchase; the degree of standardization is low, and the form is "content + service", which requires a relatively high investment cost; in terms of scenarios, students can compete with each other, and parents can spread word of mouth, and it is very topical.

Therefore, based on the "three highs" attributes of K12 products, it designed the "private domain traffic" operating logic shown in the figure below.

From this chart, we can see that transforming "public domain traffic" (WeChat, Toutiao, Douyin, etc.) into "private domain traffic" (WeChat account, WeChat group) and having products suitable for "private domain traffic" (K12 online courses) take over is the core of achieving growth.

So, how to implement the operating logic of "private domain traffic" in detail?

2. Determine the core carrier for depositing "private domain traffic"

The premise for implementation is to determine what the carrier of "private domain traffic" is. For those who really want to achieve stable customer acquisition through "private domain traffic", WeChat personal accounts and apps, service accounts, mini-programs based on CRM systems are the only two choices. The reason is that personal accounts have the highest trust and the CRM system has the greatest strength in relationship management.

However, the CRM system is more used by enterprises and is more in the field of product technology. For operators, personal WeChat accounts are the most frequently used and are easier to use.

The author once saw an operator engaged in offline education, who used his personal account as the core sedimentation carrier of "private domain traffic", cumulatively attracting more than 100,000 precise traffic for offline stores and realizing 20,000 in cash in a single day.

In fact, this case only proves the core role of WeChat personal accounts as a "private domain traffic" base. If you want to fully realize effective customer acquisition and monetization, you also need to design a private domain traffic operation strategy based on WeChat personal accounts.

3. Design a specific operational strategy for “private domain traffic”

The operational strategy of "private domain traffic" is to specifically clarify the approximate operational actions of each link based on a certain model, and the operational links of "private domain traffic" generally go through the following steps: traffic diversion-fission-conversion-transaction-repeat purchase .

Next, taking personal accounts as an example, we will briefly describe the operational actions that can be performed in these links.

1. Drainage link

First, design the traffic-generating products to create a certain asymmetry and trigger demand, and then use the delivery to the "public domain traffic pool" to collect data. The second step is to polish the copywriting logic, including the video script. For example, if you want to direct traffic to a personal account through Douyin, you need to shoot short videos repeatedly. It is impossible to just shoot a video and say "everyone add me" and then it's over.

1. Fission link

The two most critical things are to sort out the fission path and to design an incentive plan for both parties. The core of the former is to form a closed loop to avoid breaking the traffic chain. It is best for personal accounts to be the beginning and end of the closed loop. The latter pays attention to whether the incentive is attractive, with scarcity and super value as the main principles, to avoid affecting the exponential growth effect.

1. Conversion stage

In order to maximize the purchasing potential of personal account friends, it is necessary to build a community and centrally operate this "private domain traffic". After the community is built, a series of activities for the purpose of activation need to be designed, such as live broadcasts, check-ins, chain games, flash sales, coupon issuance, etc., to trigger a climax and pave the way for the transaction process.

4. Transaction and repurchase

After activation, "private domain traffic" will complete some conversions within the community, but more transactions and repeat purchases will need to be achieved through private chats, Moments scripts, etc. For example, all friends can be managed by labeling, needs can be accurately identified through communication, and personalized value services such as feedback and Q&A can be provided to build trust and create monetization possibilities.

At this point, as long as the operational strategies of the above links are implemented, and the private domain traffic carriers (mainly personal WeChat accounts) are targeted for positioning transformation (for example, sharing practical information and comments in the circle of friends in the image of an academic expert), "private domain traffic" can achieve services for customer acquisition, monetization, and growth.

IV. Conclusion

In general, "private domain traffic" is old wine in new bottles. Whether it is from conceptual analysis or operational implementation, as long as you are careful, you will find that many of these things have always been done, but they have never been taken as seriously as they are now.

However, we still need to look at the popularity of "private domain traffic" rationally. Behind any sudden event, there is a trend that people have not seen. It would be a pity if we miss it.

Finally, let’s summarize the core points of this article:

1. It only takes three things to master "private domain traffic": finding suitable products, determining core carriers, and designing operational strategies.
2. The design path of the "private domain traffic" operation strategy: diversion-fission-conversion-transaction-repurchase.

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: Dugushang

Source: Wild Operation Community