3 steps to quickly activate private domain inventory!

It has been several years since the private domain operation started. The entire new customer acquisition part has become a bloody battle, and everyone's attention has gradually shifted to the existing inventory - how to activate the existing inventory in the private domain has become the focus of everyone's attention. In this article, the author shares with us three steps to activate inventory, hoping it will be helpful to everyone.

There are three key points in activating private domain inventory: designing valuable content, efficient information delivery, and using effective tools to improve efficiency.

Xingcan Photography Academy has over 500,000 paid live broadcast students. Its founder has combined the above three core elements with his own years of practical operational experience to provide everyone with a ready-to-use live broadcast room stock activation methodology.

Step 1: Design valuable content

1. Determine what is valuable content

What is valuable content? How does this value differ for students and for the institution?

To judge what is valuable content, the first key point is to understand the difference between following and liking. Liking means you are interested in current content, while following means you have expectations for the future.

The difference between likes and follows is very important. Under what circumstances would you like a post? Under what circumstances would you follow an account?

Whether you are managing an account or operating it, only when you understand the difference can you have directional guidance for content design and long-term activities.

For example, a content delivery of a video account: What should you do if a shadow blocks the view when taking a bird’s-eye view? If you are interested in this content, you may like it.

But if you want to follow this account, you need to be interested in the future content of this account, so that's the difference.

If we want others to pay attention to us, we actually need to make them have an expectation of future content and be interested in the content.

The operation of course communities is actually the same, such as membership groups, open class groups, and training camp groups. These communities basically become dead groups after the course ends.

2. Design principles for valuable content

The first principle is that there must be real substance.

For example, a recent design course here is “How to efficiently and batch produce video covers”, which can be used immediately after completing this course.

Many people will create their own accounts, such as Xiaohongshu or Douyin. Making video covers is a problem that many people will encounter, so this course is valuable.

The second principle is that the content is extensible

For an institution like ours, of course, we need to survive and enable teachers to output more practical content.

There needs to be relatively advanced courses, and paid courses need to be related to free or low-priced content, otherwise conversion cannot be achieved, and students will not be able to find the corresponding content when they want to learn in depth.

In this way, your traffic is actually active but ineffective.

Continuous output is required to gain attention. If you continue to output, you will be able to gain more attention. If it is just a one-time output, it will only stop at collecting and liking, and no one will pay attention to you.

Some people say, what should I do if I don’t have free classes and there are not so many teachers giving lectures?

One way is to provide free resources. If you can't keep exporting courses, you can export resources. For example, photography requires looking at a lot of pictures, so we compiled some foreign magazines and picture albums. Your collection can help students save time.

Step 2: Efficient information transmission

When we are building a community, we may encounter the following situation: the group seems to have a lot of people, but the activity level is very low. No one clicks on the content posted in the group, and some tweets do not increase in reading volume even after one or two hours of being posted.

After valuable content comes out, how can it be delivered to target users? Need to be very clear:

1. What is the purpose of this information?
2. Information sending time
3. What channel to use to send it.

Nowadays, everyone's time has been fragmented by various APPs. Even the circle of friends is not opened as much as before. In fact, the energy is very scattered. What method should you use to convey your message at this time?

1. Purpose of transmitting information

What is the purpose of each course? Attracting traffic, being active, and shaping your personal image...are not actually the key points. The key point is that your purpose must be pure.

You may have many goals. You may want to increase attention or achieve conversion to advanced courses, but you cannot achieve all of them in one content. You must have only one primary goal.

For example, if you want conversion, you can mark it in a very conspicuous place, what this high-priced course is like, when it starts, etc.; if you want to sell courses, just say it openly and if you agree, you can sign up.

2. Schedule of delivery

Preheating in advance and emphasizing its importance will allow users to pay attention. In addition to the regular sending channels such as public account tweets and Moments notifications, there are also public account course push notifications.

If the user likes the content, he or she may jump in directly, which is very accurate.

The three types of push can be combined to preheat in advance and promote at least three days before the course starts.

But users have too many things to distract their energy and time. Even if they pay attention to the content, they will forget to listen to it when the time comes. Therefore, the promotion of the day is more important.

Teach the class on the same day and promote it on the same day, and at this time you can increase the sense of urgency.

For example, if there is a class in the evening, a class reminder will be sent at noon, guiding users to scan the QR code to make a reservation for the course for free. Course message notification push, remember to leave a push during the live broadcast.

Five minutes after the class starts, send another course push notification to encourage him to click in. If you are interested, you can attend the class directly without waiting.

3. Use low-price group buying + multi-channel information delivery

Low-price group buying is an effective way to convey information. We have a class here, and most of the time no one actually speaks in the group. Although he may pay attention but won't speak, this low-price group buying is actually a way to make the group active.

It doesn’t mean that low-price group buying will bring in many new users. In fact, it is more valuable to activate existing users because they have already followed you or listened to your classes, and they are more likely to continue to purchase valuable content.

Taking advantage of low-price group buying, such as the Qianliao group buying function we use, can help activate old groups, increase the popularity of the community, and subtly turn existing community members into your new users.

Step 3: Improve efficiency with effective tools

We have used many apps before, which restrict you from adding external links and QR codes, and also have traffic restrictions and video playback restrictions, making it difficult to convert users on them. Later, I chose to start the course on Qianliao, which has no restrictions on external links and traffic.

1. Direct users to join the group

In this way we can achieve conversion, so it is very important to choose a tool that can be retained freely. Now that we have the tools, how do we direct traffic to the private traffic pool?

We have set up a QR code in the Qianliao course to enter the private traffic pool. This is a live code. After scanning the code, you can join the class study group .

At present, we have placed a live code for the community. You can also replace this QR code with a customer service QR code and switch freely.

Because for some low-priced courses, the process of actively adding users is more difficult and the workload is heavy. I believe that everyone who has been a course instructor has encountered this tiring and painful situation.

WeChat has limitations. You can only add so many people every day, so it is unrealistic for you to add people actively. You just need to achieve traffic diversion. Our students number thousands or even tens of thousands.

It is simply unrealistic to add users to this kind of free course one by one in a short period of time, especially when the promotion effect is good on that day and the traffic increases suddenly, you will have no time to do the detailed work of adding users. If you operate a course on Qianliao, you can join a group or add customer service.

2. Product recommendations & notice board

Whether you are teaching courses or selling products, you can use product recommendations and bulletin boards. Students can directly purchase the good stuff on the shelves when they click on the live broadcast page, and promotional information can be placed on the bulletin board for simultaneous display.

Customized links for good products are relatively free, such as links to courses, official accounts, and micro-malls. Most people who attend the class enter through WeChat. After the traffic comes in, all the chat functions within the WeChat ecosystem are connected, and they can jump to other places.

3. Vertical private domain circle

Finally, when your traffic accumulates more and more, we can find a vertical private circle to store the traffic . We use Qianliao private circle to build our own community.

For our live broadcast room for photography classes, we believe that the biggest benefit is that it can connect the private and public traffic of our students, because in the past we had to forward, for example, students' homework and our excellent works.

When posting topics within the circle, you can also insert links, such as courses, tweets, and products, so that all previously used tools can be seamlessly connected to better convert existing community users.

Summarize

Summarize the three effective steps for private domain operations:

The first thing is that you need to judge what is valuable content and understand the difference between following and liking. The principle of content design is to have substantive content and be extensible.

The second is the principle of valuable content design. There are two points here. They have different values ​​for users and operators, and then continue to gain the attention of group members instead of pulsed output.

The third is to improve efficiency with the help of effective tools. It would be best if everything can be interconnected, seamlessly connecting all our tools to complete the integration of private domain marketing.

I hope everyone can put it into practice in operations, and old traffic can be monetized multiple times.

Author: Xiaobing who loves to study

Source: Little Cake by Love Research