How do vocational education and training institutions conduct private domain operations?

Private domain operations , in the final analysis, are operations on people. How to carry out private domain operations well? The author of this article has conducted thinking and analysis from multiple angles, including understanding private domain traffic, several methods of attracting traffic for private domain operations, retaining users, converting transactions, and making friends with users. Let’s take a look.

1. Understanding Private Domain Traffic

In order to do a good job in private domain operations, we must first have a correct understanding of private domain traffic. Only with correct cognition can you have correct behavior and ultimately get the correct results.

1. What is private domain traffic?

Private domain traffic refers to traffic that is diverted from the public domain or offline to one's own private domain, and can be reached for a long time, for free, and multiple times. Private domain is a word relative to the public domain. As public domain traffic becomes more and more expensive, the requirements for user operations are also getting higher and higher, and private domains are therefore created.

2. What are the misunderstandings about private domain traffic?

• Only consider traffic generation, and do not pay attention to user retention and conversion. It is equivalent to just fishing without caring whether the fishing net can hold fish.
• Treating the private domain as an operational activity or project without a systematic operational plan, there is no way to build a private domain system.
• No data support, just blind operation.

3. What is the core of private domain?

The core of private domain operation is to operate existing users well, that is, user sedimentation. Traffic generation is the face, and user operation (service) is the substance. Just like falling in love, it starts with appearance, falls in love with talent, and ends with character. When traffic comes, how do we accept users? How long is the user life cycle? What should we do in each different stage? These are the top priorities, rather than simply attracting traffic. The result of blindly diverting traffic is “one group comes and another group dies”. If you do not have this ability, you do not have the conditions for the private domain.

2. How to operate private domain

Private domain operations generally involve three things: attracting traffic, retaining users, and converting transactions. Different from the AARRR model mentioned by growth hackers, we combine activation and retention together and call them sedimented users. The smaller and more refined the granularity of our user operations, the greater the value users can generate.

1. Several methods of drainage

1) Paid delivery

Baidu SEM, e-commerce advertising purchases, ByteDance product placements, WeChat information flow placements, and paid placements on other search engines and new media platforms.

2) Social fission

It includes public account fission, community fission, etc., and the core is to use bait to attract fans. For example, the book donation activity with the help of friends that the e-commerce specialist identified before is such a way of public account fission. This is a very effective method, but it also has certain drawbacks. While achieving certain growth goals, it will also bring a lot of pan powder and gouache.

3) Distribution fission

A relatively advanced form of fission that can both fission and make money. It is a win-win-win model that focuses on distributors, users and product parties, and allows distributors to monetize the users they have through appropriate distribution ratios.

Distribution fission is also a type of referral, but through the use of some fission tools, work efficiency can be improved. As for our e-commerce certificate, we ask everyone who gets the certificate to introduce users around them to us, and we give them certain rewards, which is distribution fission.

4) Short video traffic generation

There is no doubt that short videos are the hottest traffic now, and currently short video traffic is the cheapest traffic. At the same time, short video platforms like Tik Tok have the possibility of a short-term explosion.

As the saying goes, we go wherever the traffic is, this is going with the flow . Take Douyin as an example: there are many touchpoints that can attract traffic, such as: personal introduction on the homepage, comment area, personal background picture, private messages, Douyin groups, etc.

5) Traffic diversion from various new media platforms

You can use the placement of various bait products/contents to attract traffic from all media platforms, mainly Baidu products: Wenku, Tieba, Zhidao, Baijiahao...

6) Zhihu

Of course, there are Zhihu articles, Zhihu Q&A, Xiaohongshu, Weibo, Sohu account, etc.

7) Other methods

① Vertical industry platforms: Everyone is a Product Manager, CSDN, etc.

② E-commerce platforms: such as using Taobao, Xianyu and other platforms to attract courses at low prices, guide people to add WeChat accounts, etc.

8) Finally, let’s talk about some misunderstandings and pitfalls of public domain growth

① Do not lose sight of the key points and try to do everything on all platforms.

② Don’t be obsessed with techniques. Good content and services are the essence. Don’t put the cart before the horse.

③ The drainage path should be short and clear. Make it a fool-proof process. Most users are naive, and complex user flows will scare them away.

Our users are real people, not cold numbers on a spreadsheet! Traffic generation is just the beginning, and a user follow-up strategy must be arranged afterwards. Once the users are cooled, it will be difficult to heat them up again!

2. There is a huge loss between drainage and sedimentation

Whether it is paid traffic or self-media traffic, there is a conversion problem behind every means of attracting traffic, that is, how to turn the leads obtained into our traffic. Let’s take fishing as an example. If the fish has taken the bait but we don’t lift the rod or we lift the rod too roughly causing the fish to get off the hook, there will still be no fish in our fish basket. We still have no idea about our private domain operations.

So what should we do at this stage?

1) Mental preparation

During this stage, we must maintain a positive attitude and not let our tone be bad just because the customer's consultation is complicated or their attitude is bad. This is our first in-depth contact with users, and our attitude will greatly affect our customers' sensory experience of us. Secondly, we must also have a proactive attitude, learn more about how our peers are doing, and continue to learn and improve our abilities.

2) Preparation of speech

Our customers have different questions, and different customers may want to hear completely different answers to the same question. This requires us to have rich and skilled words to deal with different customers and different problems.

3) Material preparation

After we add customers, we also need to have a set of standard and professional scripts to communicate with them. At the same time, we need to handle customer needs in a timely manner, which requires us to build a material library and case library. For example, the application requirements at all levels, the latest examination notices, the latest industry policies, etc.

In short, this stage requires us to have rich professional knowledge, good professional skills, and a positive mental state to provide customers with professional, standardized, and warm services in a timely manner.

4) Some points to note after adding customers

1. Mark the user's source (tag), consultation time, consultation question, region, occupation, gender, and add birthday reminders later (ID number will be provided after registration), etc.
2. In the customer statistics table (or other CRM system), do a good job of customer resource statistics
3. Standardized reception script

3. Accumulating users is the beginning

Traffic generation is just the beginning of the private domain technology layer, and sedimentation is the core. Only after you have retained your users, can you let go and divert traffic. Based on the basic situation of our e-commerce specialists, our end users will be deposited in the WeChat group and the WeChat account of the course consultant, so our customer relationship can refine our work from three aspects.

1) Community maintenance

Our current community is basically divided into large groups, some temporary groups for online competitions or activities, and training groups for various certification levels of our group. Because each community has different origins and purposes, we need to provide services with different focuses for different groups. But the ultimate goals of every service are only two: becoming a friend and becoming a paying customer.

• Major community groups: basic news festivals, e-commerce practitioner related competitions or certification information release, to maintain the activity of the community, to popularize customer awareness, and let customers know about us.
• Competition and activity group: First of all, it focuses on service competitions or activities, and secondly, some content can be the same as the main category.
• Training group: mainly training, timely Q&A. This service is provided by two types of people: class teachers and lecturers. Examination-related personnel should also provide question-answering services for registration and other related matters.

2) Personal circle of friends maintenance

The objects of our service are people, so in addition to timely posting some relevant updates of e-commerce technicians in our circle of friends, we also need to post some personal updates, whether it is beautiful scenery or delicious food, whether it is our selfies or the opinions we want to express. The main thing is to maintain a living person so that we have the opportunity to create more connection points with customers.

3) User relationship maintenance

Based on their transaction status, users can be divided into two categories: untransacted users and transacted users. Among them, users who have not completed transactions can be further divided into strong intention users and weak intention users; users who have completed transactions can be divided into three categories according to their learning and examination stages: those who have registered and are studying, those who have taken the examination but have not obtained the certificate, and those who have obtained the certificate:

4. Deal done. The RMB smells really good.

1) 1 to 1 private chat conversion

For this type of conversion, users need strong communication and a strong chain of trust.

Don’t fantasize about directly converting operational actions, at least it will be very difficult. That requires very strong trust endorsement and strong IP support.

2) Community + Model Transformation

The community+ model is more suitable for competition groups or activity groups, and can achieve batch conversions within the group through activity policies.

A transaction is a confrontation of energy fields. It is based on fully understanding customer needs and transferring our energy to potential customers. This requires us to constantly improve our own energy, such as professional services and personal image in our circle of friends. However, there is a big pit here, and any character setting will easily collapse.

Therefore, when we build a circle of friends, we should try to be sincere and not create a personality that exceeds our own cognition. People can only earn money within their cognition, and the part beyond their cognition will be returned in different ways.

3. To do private domain is to make friends and be a central air conditioner that everyone loves

If you know how to fall in love, you can do private business. Being able to date many people at the same time is a master of private domain operations.

Private domain operations, in the final analysis, are still human operations, which is to magnify the "human" part of the previous three sales elements of "people, goods, and place".

From new users in the stage of attracting new users, to active users in the community, to users becoming users after we pay, and then from users becoming hardcore supporters, renewing your subscriptions, and helping you with referrals, these are all within the scope of user relationship management.

All operational actions are just processes, and the purpose is to build user/user relationships. Whether an operational action is successful depends on whether the established indicators are completed, but in essence it depends on whether the user/relationship reaches the goal. As long as the relationship is in place, everything will come naturally.

Data prosperity and data growth are not difficult to achieve, but what is difficult is to establish real and harmonious user relationships .

This article was written by @人称浪里小白条