Product Operation: 2 major ways to get started to accurately manage private domain traffic!

Ever since WeChat issued a notice to ban check-ins in Moments, fission has begun to be hit. However, the application of fission does not seem to have been greatly affected. In the author’s Moments, posters of fission can be seen everywhere.

However, some people still say that the posters posted on WeChat Moments were restricted or even blocked. As for the reasons, it was either directly classified by WeChat or the scale of the fission caused an early warning.

In short, fission is indeed no longer as easy to do as before, especially fission in the circle of friends. Fortunately, the concept of private domain traffic has become popular, and most people have found another important traffic entrance for continued fission, that is, WeChat groups.

This article will systematically sort out the starting methods of WeChat group traffic (the mainstream of private domain traffic) to help everyone grasp the dividends of private domain traffic.

Free Class Start

Starting with free courses is currently one of the main ways to start private domain traffic, that is, using free courses as bait to complete the cold start of traffic, specifically including starting with personal accounts, public accounts, WeChat groups, and mini programs.

Let’s take the example of starting a personal account and break down the detailed process.

First of all, you need to find traffic pools in major channels, and output content, bait and personal WeChat to guide people to add friends. There are many specific channels, such as BAT, Toutiao, e-commerce platforms, video platforms, information platforms, Q&A platforms, community platforms, etc.

For personal accounts, there is a very practical way to find traffic, that is to find WeChat groups. You can search for WeChat groups directly on WeChat and Sogou, and you will see many QR codes for joining the group. Just scan the code to enter.

Secondly, after adding friends, guide users to publish free courses and conduct fission. There are two paths for fission:

• Forced sharing: add friends - provide posters and scripts - ask to share and take screenshots - reply with screenshots - traffic cycle.
• Assist with invitations: add friends - reply with an invitation code or directly obtain the script and poster - invite a specified number of friends to add - traffic cycle.

It should be noted that forced sharing should not be emphasized only in the circle of friends. At present, it should be directed more towards WeChat groups (the same below). As for the reason, you know, and for the sake of caution, it is recommended to use the second personal account fission method more often.

Finally, users who pass the fission review are pulled into the WeChat group through their personal accounts to complete the initial traffic start-up.

Case: Penguin Tutoring, which uses "service account + personal account" as the initial traffic pool to attract the addition of personal accounts. At the same time, it uses different benefits as bait, uses the fission method of assistance invitation to complete the start-up, and imports it into WeChat group operations.

The underlying logic for launching public accounts, WeChat groups, and mini programs is the same as that for launching personal accounts. The difference lies in the different traffic conversion positions.

The general process of starting a public account: publish free courses through external channels and on the public account and leave the public account entrance - get a mandatory sharing poster or a prompt to invite friends after following - share successfully or invite a certain number of friends successfully - get the WeChat group entrance - join the group and operate.

The general process of setting up a WeChat group is as follows: publish courses on various channels and leave the WeChat group QR code - after joining the group, you will receive a mandatory sharing poster or a prompt to invite friends - share successfully and take a screenshot and reply to the group or directly invite a certain number of friends to join the group - pass the review - obtain a personal account QR code - join the group and operate after adding.

There are many cases of launching public accounts and WeChat groups, so this article will not list them all, but focus on the launch of mini programs.

The general process of starting a mini program is: publish courses on various channels and leave the mini program QR code - get a prompt to invite friends after entering - share the mini program or poster - successfully invite a certain number of friends to enter the mini program - after the review is passed, reply with keywords to obtain a personal account/WeChat group QR code - join the group and operate.

Case: Tencent’s Mangzhong Special Training Camp uses the mini-program as the starting point, which allows for live broadcasts, playbacks, and fission invitations for courses, and highlights a special entrance to guide users into the WeChat group.

The above is an inventory and interpretation of how to start free courses.

Paid course start

Starting with paid courses is another major way to start with private domain traffic.

From a big-picture logical point of view, this can be seen as a paid transformation of the free course launch, but the reality is that the means of launching paid courses are more diverse, more effective, and more precise. Therefore, if you want to do the initial accumulation of private domain traffic, the author recommends this method.

This is because the fission method adopted by paid courses at the beginning is to use low prices and bonuses as incentives, which is itself designed for the payment link, and compared with free courses, paid courses have the function of screening users.

The most important point is that the content of user-paid courses is mostly for traffic generation, with a pricing range of 1-49 yuan, with common prices being 1 yuan, 9 yuan, 19.9 yuan and 29.9 yuan.

Next, I will briefly introduce the general path of paid course expectations and the main fission methods.

Starting path: publish courses on various channels and leave a payment entrance - pay and follow the official account - share posters and invite friends through group buying/unlocking/distribution/bargaining and other fission methods - share and invite successfully - add personal account - join the group and operate.

Fission method:

(1) Group buying

The group leader and group members purchase goods in groups at a price lower than the original price, which is generally used to increase the volume of high-frequency or low-unit-price products.

Case: An online education platform used 10 online live broadcasts to successfully sell 170,000 group classes for three people at RMB 19.9.

(2) Unlock

First purchase a part of the product at a low price, such as the first lesson, and then invite friends to purchase the first lesson to unlock the remaining courses.

Case: A leading educational institution adopted a fission model of unlocking the first class for 1 yuan and acquired more than 100,000 precise paying users in 5 days.

(3) Distribution

Users generate invitation posters, and their friends purchase courses through the invitation posters, and they earn a certain percentage of the profits.

Case: New World Marketing Course, NetEase Xijing Course and other courses designed distribution fission above level 2, all achieved screen dominance on the same day, but were later banned.

(4) Bargaining

Users can bargain by themselves, then initiate bargaining and invite friends to help bargain until the target price is reached, such as 1 yuan, to get the course.

Case: A K12 light course model product imitated Pinduoduo's bargaining method and launched the "Buy Sudoku Course for 1 Yuan" activity, with significant results.

Summarize

This article briefly analyzes the starting methods of two types of private domain traffic, namely WeChat group traffic, mainly focusing on conventional paths and fission methods. But in fact, whether it is a free course or a paid course, the content of the course is the key to attracting and fissioning traffic.

Regarding this point, the author will later write a separate article on designing traffic diversion and conversion courses to illustrate this issue; secondly, the operation of the WeChat group after the launch is the core issue of whether private domain traffic can be truly utilized.

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

(1) There are four ways to start a free course: starting with a personal account, starting with a public account, starting with a WeChat group, and starting with a mini program. The underlying logic is the same.

(2) Paid courses are a paid transformation of free courses. The fission form is more effective and includes group buying, unlocking, distribution, and bargaining.

above.

Related reading:

1. User operation: How does paid membership increase user stickiness?

2. Product operation: How can products improve user stickiness?

3. Practical Tips + Case Studies | How to improve user stickiness through habits?

4. How to conduct user behavior analysis and improve user stickiness?

5. How to establish a user incentive system to enhance user stickiness?

6. How can products improve user stickiness? Here are 3 tips

Author: Dugushang

Source: Dugu Operation