How to build a private domain traffic system?

To read this article, you need to read the following instructions first:

This article is a summary of practical experience. I hope that after reading it, don’t just like and collect it (although I need it too), but go and do it. Do it. Only practice can make it yours!
This article is only about the construction of the private domain system. Each module can be separated and discussed slowly, but this article will not expand on it because without the architecture, you cannot see the full picture!
This article is a benefit for those who want to do private domain but don’t know the method. After reading this article, you can achieve 80 points in private domain, which is equivalent to 5 years of private domain operation experience. The confidence comes from my many successful practices and teaching!
This article may be the most practical and unreserved guide to building a private domain system on the entire Internet. It will guide you step by step, mouth to mouth, and explain it to you clearly. It is another revealing sharing!
Courses with the same quality and content out there cost at least several thousand yuan, and they may not be explained so clearly. You all know how we are trying to take advantage of you!

Okay, let’s begin!

The construction of a private domain system is nothing more than: cognitive layer, technical layer, system layer, and team layer.

1. Cognitive level: Only if you think clearly can you move fast!

1. What exactly is private domain?

The words "private domain" have been very popular recently and can be seen everywhere. The boss will ask about it and people who do operations training will also ask about it. What the hell is private domain?

Private domain is actually a made-up word. Any explanation that is incomprehensible is nonsense. It is relative to the public domain, that's all!

Public domain traffic does not belong to you, but private domain traffic belongs to you relatively (those who say that private domain can reach users unlimited times are all nonsense, have you tried reaching them unlimited times?).
Public domain traffic is becoming more and more expensive, while private domain traffic is relatively cheap (cheap does not mean no cost, and the cost of private domain will definitely become more and more expensive).
Public domain traffic is subject to more platform restrictions, while private domain traffic is relatively less restricted (relatively less does not mean non-existent, and there are actually quite a few restrictions on private domains at present).

In a word, the emergence of private domain is because of public domain and because of poverty! The Internet has gradually changed from the previous extensive traffic operation model to a refined user operation model!

2. What are the pitfalls of doing private domain business?

Pitfall 1: Only considering drainage, ignoring sedimentation and conversion, which is like fishing with a big hole in the net.
Pitfall 2: Treating the private domain as an operational activity or project without a systematic operational plan, let alone the establishment of a private domain system;
Pitfall 3: There is no complete system for the private domain (the technical layer and the system layer are unclear and incomplete), and you deserve to die of exhaustion if you rely on manual labor!
Pitfall 4: No data thinking, no labels, no placement of data points, and operating blindly!

3. What is the core of private domain?

It is definitely not about traffic diversion. Growth methods, fission, and buying volume are all just technical things and are not the core of private domain operations. For operations of 3-5 years, companies are often obsessed with various types of fission growth, but for operations of more than 5 years, we should think about what determines the quality of a private domain operation?

The answer can only be: sedimentation! ! When doing private domain, the most important and first step is to achieve sedimentation!

The point is, when my people (traffic) come, they have to stay somewhere, and can I keep them there for a long time, and then make them happy and pay me!

Attention, this is the first step to build a private domain! first step! first step!

In a word, before the traffic comes, you have the ability to support yourself! If the company does not have such capabilities, it does not have the conditions to do private domain!

How to provide a safety net will be discussed in detail in the following section!

2. Technical Layer

The four major technical components: traffic generation, sedimentation, conversion, and customer/user relationship management.

After clarifying the basic understanding of private domain, we will move on to the technical aspects of private domain.

I would like to reiterate that this article will not expand on various traffic growth techniques (although growth is something we are very good at). The focus of this article is to first build a global perspective and look at the private domain as a whole from a high perspective. This is the more important underlying logic!

Let's divide it into four parts to make the technical layer clear:

1. Drainage

1) Public domain purchase volume

Buying traffic means paid placement in the public domain: Baidu SEM, e-commerce advertising buying, placement of ByteDance products, placement of WeChat information flow, and paid placement on other search engines and new media platforms. These all belong to RMB players!

(Information flow delivery form of Moments)

This is a way to attract traffic, and it is also the fastest and most convenient way. Of course, you have to make the final ROI>1 (for businesses with strategic losses in the early stage, you don’t need to consider this issue). Moreover, as long as the traffic can be solved by spending money, it will be very easy to operate in terms of scale, sustainability and cost optimization in the later stage.

Remember one thing: if you can and have the ability to spend money, don’t get free traffic!

2) Public domain growth

There are various means of growth, which can be roughly divided into the following categories:

① Social fission

Public account fission: mainly based on service accounts, using operational tools as bait to increase fans. Most of them are operations in the early stage of the official account's growth. While achieving certain growth goals, they will also bring a lot of fans and gouache. I recommend the marketing tool Xingyao Mission Bao, which is relatively stable.

Community fission: Mainly based on the community, based on the closed nature of WeChat or enterprise WeChat communities, users are lured to forward to their friends circle or other groups for sharing, in order to achieve the purpose of fission. It is recommended to use Qunbao (which may be easily blocked) or the Weiban Assistant of Enterprise WeChat, or simply use the automatic group reply function of the Enterprise WeChat background for design.

Enterprise WeChat fission: Based on the two platforms of service account + enterprise WeChat, it uses enterprise WeChat to carry out complex fission behavior. In fact, it is not easy to use. It has nothing to do with the tool. It spans two major platforms, service account and enterprise WeChat, which results in huge costs for users. Why do I know this? Because I have been slapped in the face when I was doing it in practice!

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. For details, please see the distribution article I recommended above!

② Short video traffic generation

Currently, short video traffic is the cheapest traffic. At the same time, short video platforms like Douyin have the possibility of 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.

③ Traffic diversion from various new media platforms

You can use the release of various bait products/contents to attract traffic to all media platforms, including Baidu products: Wenku, Tieba, Zhidao, Baijiahao... Zhihu: Zhihu articles, Zhihu Q&A. Of course, there are also Xiaohongshu, Weibo, Sohu, etc. Operators need to choose the platform for traffic operation based on their own products and user attributes.

(From Huang Daozhu’s circle of friends, a master of traffic diversion on various platforms)

Be careful not to operate on all platforms without focusing on the key points, as you may not have enough human and material resources. In addition, many platforms are actually very complex to operate. You need to think clearly about whether your users are there.

For example, if your users are young people from Generation Z, you need to think about which platforms they gather on?

It will most likely be on platforms such as Bilibili and Xiaohongshu, so your focus should be on doing well on these two platforms, and you can post on other platforms with just one click.

④ Vertical industry platform

For example, people who work on products and operations will read websites like Everyone is a Product Manager. If you want to operate traffic, you should layout the content on such a platform, like me, to attract traffic and let more people see the good content.

⑤ E-commerce platform

Using drainage products to do low-cost paid drainage on e-commerce platforms such as Taobao, Xianyu, and Pinduoduo is also a very fast means of growth.

The following is a test I conducted on the Xianyu platform. I used a traffic-generating product with a customer unit price of 19 yuan and 1 account, and I saw the number of people trafficked to personal WeChat accounts in one month.

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

Content is the essence, and any skills are just details. Don't be obsessed with drainage technology, think more about drainage products, undertake products, etc., and avoid putting the cart before the horse;
The user flow must be clearly designed. Treat yourself as a newbie and go through the user flow you designed. You should know that most users are naive and a complex user flow will scare them away.
To put it more deeply, growth is essentially the transfer of potential energy: low potential energy is destined to be absorbed by high potential energy . Whether you can successfully attract growth depends on whether the potential energy of your growth activities is higher than the potential energy of the public domain;
Potential energy is the comprehensive reflection of your product power, brand power, and user power. I won’t go into details here. If you understand, you will understand. If you don’t understand, I will write an article to introduce it later.

3) Customer transfer

Customer transfer means that you already have customers on the platform and they need to be transferred to your private domain system. There are two points to consider here: the platform risk of transfer and the efficiency of transfer.

Common platforms include e-commerce platforms, o2o platforms (such as Xinmeida, etc.), offline stores, etc. Most users exist on the platform as platform users, not your private domain users.

① E-commerce platform

Parcel cards are currently a common transfer method used by e-commerce merchants. Common types of parcel cards include: cash type, physical type, and service type.

Taking a well-known maternal and infant products company as an example, how can you increase the fan-addition rate of your package card? (A friend of mine who is an e-commerce maternal and infant business owner is very good at private domain traffic diversion. If you don’t believe me, look at the layered design below.)

Step 1: Design the package card user flow. Here I chose the advanced group instead of adding a personal account (you can think about the reason)

Step 2: Design a product to attract traffic

Don’t give out the 5 yuan cash bonus for adding friends, as no one will read it.
According to the characteristics of mothers and infants, mothers are more concerned about physical goods and services. Physical goods can be diapers, etc., and services can be weekly classes where experts from children's hospitals share parenting experiences and answer questions.
After determining the direction, do copywriting and packaging;
Visual design: This is very important and starts with appearance. The focus of the design is to make users stop and see the copy. I believe that any user who sees the copy will scan the code.

(Diagram, an ugly package card with real motivation to scan the code)

Step 3: Design the Script

Group talk:

Welcome to join the group. Please read the group announcement before joining. There are three things you need to know:
1. This group is an exclusive group to serve XXX customers and is only open to our paying customers (highlighting its scarcity).
2. Any mother who joins the group, please add the group owner’s WeChat and they will receive X diapers for free with free shipping. Each person is limited to one pair.
3. Every Thursday at 8 pm, this group will invite XX expert from the Provincial Children's Hospital to share parenting experiences and answer questions.

How to add a personal account:

Hello, mom. I am your exclusive parenting consultant, XXX. You would like to get 2 diapers from us. Please leave your phone number and address. It must be the same as the phone number you used to place the order on Taobao so that the backend can check the order (verify the order).
By the way, mom, I happen to have a wet diaper here. If it is convenient, you can post the poster and text below to your circle of friends, and I will mail them to you together with the 2 diapers I gave you before, a total of 3 diapers. At the same time, your friend who adds us will also get a diaper, which is beneficial to both of you (two-way welfare fission, reduction).
There is another benefit. This is a collection of videos shared by experts we invited before, as well as frequently asked questions. These are all issues that mothers in the group often discuss. Please save them for easy reference (create surprises and build high potential energy).
By the way, let me tell you one last thing. There is a group buying activity in my circle of friends. It is cheaper than the special products on Taobao, but it is only for users in our group. When it is convenient, you can check to see if there is the product you have selected for your baby. I won’t bother you anymore. If you have any questions about parenting and products, you can communicate in the group or chat with me privately~ (private domain conversion, community + mini program model)

Basically, at this point, the transfer from e-commerce customers to private domain customers has been completed, and at the same time, the private domain potential has been built up.

So, the question is, what do you think is the essence of private domain customer transfer?

② Offline stores

Offline stores are natural sources of large traffic, and store signs are a huge traffic pool, but this pool still needs to be converted.

In addition, any company with a store customer system also stores a large amount of SMS data, which is also a valuable resource.

Of course, if some people think that text messages are not easy to use, then there will be no way to communicate. After all, different operating levels lead to different attitudes towards resources.

From my practical experience, SMS is currently the lowest-cost channel for reaching and transferring customers, without a doubt, as will be discussed below.

Next, take Hongdou offline stores as an example to see how offline stores transfer customers:

Step 1: User flow design (same as user flow design)

(Hongdou’s operations staff created the process design in the blue box)

Step 2: Shop sign design

Prize placement: children's balloons, toys, men's socks; Activity display stand: activity description copy.

Step 3: Staffing

Next to the shop sign, there is a sweet-looking young lady, one of whom is to attract customers and the other is to introduce activities.

Step 4: Background of the copywriting: I brought my child to the mall, and the child was attracted by the balloons at the store entrance.

Guide the audience into the store: Which one do you like, kid? Sir, our store is having a promotion of giving away socks. All you have to do is come into the store and scan the QR code to register.
Add corporate WeChat words: Sir, please scan this code and add me as a friend. Don't worry, I won't disturb you at ordinary times.
Enter the CRM system dialogue: Sir, what is your mobile number? I am here to verify the socks and need to make a delivery record.

Here I would like to share with you a pitfall I encountered before: How do you complete the customer transfer?

To complete customer transfer, the designed paths and methods vary depending on the business, but it is definitely not as simple as adding a friend or joining a group.

Instead, you should let the customer get to know you, just like in real life, when you just met a stranger. At this time, you should make a basic self-introduction, communicate with this initial friend, chat for a few words, and leave an impression. A slightly better operation will also lay a hook for the next communication! This is considered a successful customer transfer.

Remember, you are not transferring a number, but the living person behind the number! (This sentence is worth reading several times)

③ The New Meituan O2O platform is the same as the e-commerce platform and will not be elaborated on here.

④ Call back

When your CRM system has a large number of mobile phone numbers, outbound calls should be your first choice (the cost will be slightly higher than SMS below). Outbound calls have evolved from manual to very fake AI synthesis, and then to the current AI smart customer service that is no different from real people. Moreover, when you design recall bait or marketing nodes, such as birthdays, membership days, big promotion nodes, etc., the private domain addition rate can even reach more than 20%.

This content is quite complicated and has many details. It also involves the stability of the AI telephone service provider you use. It is not the focus of this article, so I will not go into details!

⑤ Focus on: SMS

A large number of stores have huge CRM databases, in which users exist in the form of mobile phone numbers, so a large source of transferring customers to the private domain is: text messages.

I have heard many operators say that the SMS conversion rate is low and no one reads the SMS, but I have never seen their analysis of SMS operations.

I have studied SMS carefully and have now sent several text messages to close deals (note, this is not about attracting new customers, but direct deals via SMS! The ROI can reach 10.76) .

Don't listen to the nonsense that others say. If text messaging is done well, it is a very low-cost way to convert data. It is the lowest at the moment. As long as you optimize it a little, you can achieve good results. Today I will share with you four steps on how to optimize text messages:

(1) Data cleaning

Many operators may have millions or even tens of millions of data. This is not a good thing, but rather a hassle, because with limited cost budgets, it is impossible to send so much data at once. In addition, ROI is the ultimate consideration standard. Sending more does not mean more conversions.

Data cleaning is very necessary. How to clean and what to clean?

First of all, business relevance . Taking the courses on the Peiban APP as an example, let’s say you want to hold a training camp related to digital learning. We need to list all business-related dimensions in advance, such as study time, collections, historical consultations, homework, comments, and even likes on Moments of Friends, etc. These are all business-related user fields.

Next is user relevance. You can list the user fields based on a 3-month (customized based on actual conditions) time dimension, such as users who registered, logged in, consulted, and were active within 3 months.

Again, consider the batches you want to send and send in multiple batches . First put the ones with the highest business relevance and user activity in the first batch, and so on.

(2) SMS copy

SMS copy has one and only one purpose, which is to get the recipient to click on the link!

This is still very difficult. First of all, in order to save costs, the number of characters must be controlled, and all punctuation marks and URLs take up characters.

Another misunderstanding is that people are particularly eager to explain things clearly, but this is actually completely unnecessary. The success of a text message copy depends on the click-through rate of the users it reaches. To be clear, this is difficult to achieve with just a few text messages.

There is a pitfall here, that is, whether text messages can carry links, and how to improve the arrival rate of text messages of China Mobile, China Unicom, etc. It is not convenient to communicate in the article. Friends in need can give rewards and private chat.

In addition, regarding how to send text messages, it is recommended to send them in batches and iteratively. Use different copywriting, AB testing, test text messages with high conversion rates on a small scale, and then send them in large batches.

(The core task of SMS is to get users to click on the link, so the copy must be short!)

(3) Continuation page

The continuation page can explain things roughly, with the purpose of allowing users to complete the action and reach the target page. Generally, people save pictures to WeChat to check in.

There are relatively more areas for you to play with here: Title: The font should be large and the sense of achievement should be sufficient. Main text: Clarify the actions, it is best to write in steps, and if possible, write some bait appropriately.

Poster: Not much to say, a marketing poster will do. There is a key point here, that is, the text and the poster need to be on the same screen, or the text and the poster part need to be on the same screen. You will find the reason in detail!

(4) Target page

After a lot of effort, you finally arrive at the target page. Most of those who can get here at this time are true fans. The target can be the purchase details page, or it can be to add you on WeChat, a group, or a corporate WeChat.

Major good news: You can open corporate WeChat directly via text messages!

SMS → Mini Program → Corporate WeChat, social group, and personal account. With such an amazing path, it is not a problem for businesses with a large number of mobile phone numbers to fill up the private traffic pool instantly!

Finally, let's analyze the issue of customer transfer:

The essence of customer transfer is the transfer from low potential energy to high potential energy, so the series of transfer operations are to create high potential energy.

The sign that a customer transfer is complete varies from company to company, but it is definitely not the end of the process when the customer is added to WeChat or a group.
Adding people is not the goal, that is the process. Getting to know this person is the goal. Therefore, it is necessary to communicate with users/customers, leave a good impression, and lay the groundwork for deep links later;
For the first communication, you can use the 7-day contact method I designed before (the method is at the end of this article), which is progressive and touches people's hearts directly;
Customer transfer can be appropriately split and guided to secondary consumption. This requires a certain degree of control and the need to measure one's own activity design and product strength. Users should not be allowed to participate in general level activities and products, which will affect the user experience.
Remember! Remember! Remember! The transferred customers are just the beginning. You must arrange a user follow-up strategy later. Once the users cool down, it will be difficult to warm them up again!

4) Content Growth

The content is always there, circulating through various channels, bringing in users! This sentence is worth careful consideration by any partner who does operations.

① First of all, what is content? What kind of content can be used to increase traffic?

Everyone needs content: if you are in the maternal and child care business, the answers to a series of questions from mothers are content, products are content, and coupons are also content;

If you are working on weight loss, fitness methods are content, weight loss products are content, and private lessons are also content; therefore, content is a demand, and it exists in the form of text, pictures, videos, and in the form of virtual and physical products.

The content that can attract traffic can be traffic-generating products, high-quality text, image, video content, etc. The content that can attract traffic must have relatively high potential energy.

② Steps to content growth: find channels → release content → attract users

New media platforms: High-quality parenting articles/videos by moms will be posted on major platforms such as WeChat official accounts, Zhihu, and Douyin, attracting the attention of targeted users.
E-commerce platform: The release of traffic-generating products will generate transactions on major platforms such as Taobao/JD.com/Pinduoduo/Xianyu, and ultimately gain paying users.

In addition, any fission also follows these three-step basic process.

③ Content growth is a low-cost growth method with a very long effect life cycle.

The Internet has memory and extremely large long-tail traffic. High-quality content will be infinitely amplified by the Internet and then flow across various platforms and channels;

Growing content is like planting a seed that can split, which will eventually form a content forest on the Internet, generating extremely high user potential and barriers. Because this is hard work, but it is definitely the most worthwhile operation work for you to do right now;

Those who work on content growth are followers of compound interest thinking.

Content growth is a large and complex system. I’ll write a separate article to discuss it later when I have time.

2. Sedimentation

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. Therefore, the first step in developing a private domain is to accumulate experience rather than attract traffic.

As for sedimentation, we need to think about: where to place the customers? How to put it? How to reach and activate more effectively?

1) First determine where to place private domain users

It is necessary to first analyze the advantages and disadvantages of each private storage point, as shown in the figure below:

The private storage point is not unique and can be a combination, but the first contact point is very important. Operations need to be divided into the following three types according to their actual business:

① Nurturing private pool

This type of user:

It takes a long process of nurturing to achieve an ideal link depth;
Most of them are general users. They are called users, but they are more like general traffic.
The accuracy is difficult to discern, the volume is large, and the value per user is not very high;

The sedimentation method that this type of user can adopt is: public account + personal account.

Official Account: The first step in creating a sedimentation pool, used for content reach and brand exposure. The user cost of following a public account is relatively low.
Personal account: used for IP marketing in WeChat Moments and personal private chats, users are transferred from public accounts!

Whether to introduce other sedimentation tanks depends on specific business needs. Other sedimentation tanks are more like tools rather than pools.

For example, you need an atmosphere with many users present to boost sales and group purchases. At this time, it would be a good idea to join the operation of the community. But you must clearly understand that the community here means to you just a marketing tool, not a long-term sedimentation pool.

A pitfall that many operators fall into is turning the community that was originally used for conversion into a pool for user sedimentation. This will create a contradiction of being both right and not right! They will do the following stupid things:

Keep the drainage group to promote user activation, and fantasize about turning the drainage group into a traffic pool (too naive, everyone is in the group, can you do the screening?).
Keep the group-buying marketing group to accumulate users, and also fantasize about turning it into an active communication group one day (it cannot be said to be completely impossible, but there is a high probability of failure. After all, a buying and selling relationship is a buying and selling relationship, and it is not so pure).

② Conversion-type private domain pool

This type of user:

The purpose is extremely simple, which is to buy, buy, and buy. When you see good products or good discounts, you will buy them!
Most of them do not need to be nurtured, as they have already been well nurtured by brands and public channels. When they come, they will talk to you about money!
What is important is the frequency of direct communication and information transmission, because direct communication can expand demand, and high-speed information transmission can promote the frequency of orders.

The optional sedimentation methods for conversion-type private domain pools are: Enterprise WeChat + Community or Community + Enterprise WeChat (the difference between the two lies in the success rate of public-to-private conversion).

Enterprise WeChat: Used to take on large-scale users, establish a labeling system, and connect with the SCRM system. Build a good data system and everything will be visible! At the same time, the friendly Qiwei risk control can realize many automated actions (there was a reason why wetool was shut down in the past, to make way for Qiwei).
Community: A community established based on WeChat for Enterprise, which operates preferential content and organizes activities based on user characteristics. At the same time, this type of group is also suitable for user fission: enterprise WeChat red envelope fission, group fission, enterprise WeChat friend fission, etc.

Regarding this type of private domain sedimentation, you can actually refer to the operation methods of community Taobao Affiliates. They have a complete set of operation paths for traffic diversion, community operation, and fission growth. For details, please refer to Lao Hu’s official account: Taobao Affiliate Park.

③ Customer-type (not user) private domain pool

This model is quite special. It requires more nurturing than the nurturing type and more transformation than the transformation type, but at the same time it also has very high requirements.

This type of customer:

The nurturing process is not only long but also requires continuous professional content output, and more trust building, such as the creation of a strong IP.
The value is relatively high, and the intention is precise, so the relative traffic is unlikely to be large, and the dependence on the batch marketing system is not that high.
This type of private domain pool is very suitable for low-frequency and high-price business types, and is suitable for many 2B businesses.

The optional sedimentation methods for customer-type private domain pools are: personal account + community or community + personal account.

Personal account: establish deep relationships through private chat + create strong IP in circle of friends.
Community: Establish a space for deep connections and shape circle culture.

④ Extension of private domain precipitation: content community

What is a content community?

For example, if you are a product manager, you will visit a content website: Everyone is a Product Manager. If you are engaged in technical development, you will definitely know CSDN; if you are engaged in training, you will log in to the Peiban APP and the official website of the training magazine.

(Communication platform for technology developers)

(Product and operation communication platform)

(A platform for trainers to exchange and learn)

These are content communities. Content communities are like private plots in the public domain. Moreover, the potential energy of these private plots is extremely high, just like installing an electric water suction motor in the content community. Low-potential public domain target users will be actively attracted to the content community.

(Although the picture is crude, the meaning is still the same)

Why is content community an extension of private domain?

Any private domain pool that exists based on social relationships is, after all, a public domain (if you don’t believe it, try not following the rules of WeChat?), and user relationships are built on content.

At present, there is no social product on the market that can achieve compatibility in terms of content sedimentation, and it may really be impossible to be compatible. Because communication is the essence of social interaction, and communication is bound to produce a large amount of spam, it is destined that no excellent content will be deposited.

Like WeChat groups, people have a lot of fun chatting, but it is really difficult to accumulate content. The management of content and knowledge is not based on the same logic as the underlying social software.

Another example is Knowledge Planet, which is a circle tool based on content, but it is difficult to communicate.

(Knowledge Planet interface: a display format similar to content information flow)

Therefore, while doing a good job in the private domain, there must be an extension: the accumulation of content, which can be a website, a mini program, or an APP. No matter what it is, functions and products are organized based on content logic.

And when the accumulation of this professional content becomes larger, the potential energy will definitely be very high, and the flywheel effect will be produced: professional content attracts accurate users, and high-quality users produce professional content. The flywheel continues to fly and brings endless users.

The content community is the garden established by the operator. When the garden is full of fragrance of flowers, you stand outside the garden and take a sniff. Hmm, it smells so good!

Awesome operators will find ways to build their own content community, which will be an endless treasure trove of users and can even form their own circle and ecosystem!

In addition, the content community is the most basic content platform for building a circle, like a foundation, and there will be a slight expansion at the end of the article!

3. Conversion

Private domain conversions can be roughly divided into two types: direct conversion in the private domain and private domain return to public domain transactions.

It is easy to understand direct conversion in the private domain, which is to achieve the purpose of conversion through the operation of private domain user relationships.

Recently, many excellent operators have discovered that converting private domains into public domains is also a very good sales method.

There are two reasons:

After all, private domain platforms have social attributes. They are about building relationships rather than setting up sales scenarios. For example, Taobao live broadcast, Douyin live broadcast and other scenarios can be used to promote orders.
A large number of platform merchants still need to continue to rely on platform traffic. Converting private domains to public domains can effectively increase the platform's weight, drive traffic to the platform, and at the same time, the platform will direct traffic to merchants.

Let’s take a look at the two conversion methods.

1) Private Domain Conversion

The 1-on-1 private chat conversion method is suitable for customer relationships (not user relationships). Customers need strong communication and a strong trust chain. In addition, they can be divided by product price. Generally, for products above 2,000 yuan, manual communication needs to be involved (don’t fantasize about direct operational action conversion, at least it will be very difficult. It requires very strong trust endorsement and strong IP support).
Community + model transformation The community + model is a powerful tool for transformation. Please see my previous article on community for more details.
The conversion of the strong IP model is a sales method that hits high and hits low. This is also a relatively healthy way of conversion that I have seen so far.

The product side builds its own IP matrix in various channels, and uses WeChat Moments as the main platform to create IP personalities to attract target users.

In fact, many operators know that they need to build IP, but they are not very clear about how to build IP. Here I would like to recommend a person who is said to be the best at posting on WeChat Moments: Liu Siyi.

If you are in operations, especially in the traffic area, take a look at his circle of friends and you will know what a real IP should look like.

Don’t listen to the nonsense of those Douyin live-streaming bloggers who are trying to make money. They just modify other people’s writings and have no practical results, so don’t refer to them.

Next, I will share with my fellow operators my essential views on IP creation:

The essence of IP creation is to create high potential energy. Ordinary users mostly exist in a state of low potential energy. Low potential energy will inevitably be attracted by high potential energy, and money will inevitably flow from low potential energy people to high potential energy IP. This is the law of nature.
Creating an IP is about increasing potential energy. You need to think about what aspects of your industry can increase the potential energy of this IP, such as professionalism, money, celebrities, personality expression, hobbies, etc.
The last point, big pit! Don’t try to create an IP that is higher than your personal perception. Be sincere. You cannot create an IP with higher potential than yourself. Remember! Be yourself, be your sincere self, improve yourself, and let your potential energy continue to increase, instead of pretending to be someone else in your circle of friends every day!

2) Private to public

Private to public means transferring private domain users to public domain platforms such as Douyin live broadcast room, Taobao store/live broadcast, Xinmeida platform (most of which are to brush good reviews and orders to increase store weight), and then completing it through private domain cash back, prize return and other models.

Each platform has its own rules and gameplay, which is not the focus and will not be elaborated here.

4. Customer Relationship Management

In many operations, the most easily overlooked thing is customer relationship management, or user relationship management, which is a term in the sales field.

But in fact, the core operation is user relationships, from new users in the new user acquisition stage, to active users in the community, to users becoming customers after we pay, and then from customers becoming hardcore supporters, renewing your subscription and helping you with referrals.

These are all within the scope of customer relationship management.

So for private domain operations, what does customer relationship management need to do? Let’s take a look at private domain operations from a different perspective with a picture:

You will find:

All operational actions are just processes, and the purpose is to build user/customer relationships;
Whether an operation is successful depends on whether the set indicators are met, but in essence, it depends on whether the user/relationship goals are achieved;
As an operations manager, one thing you need to keep in mind is that data is booming and it is not difficult to generate fancy growth data, but it is difficult to generate real user relationships.

You can stop here for a moment. If you understand the above content and add your own practical experience, you can become a good private domain operation operator.

What I will talk about next is more about the management and underlying supporting aspects of the private domain system, including the establishment of the private domain system and the establishment of the team. It is suitable for private domain team leaders of more than 5 people, or operations friends who want to become operations leaders.

3. System Layer

SCRM tools, labeling system, content system, data system.

1. SCRM Tools

The SCRM tool is based on the original CRM tool, with an S added to it. It is designed to visualize, digitize, collaborate, and add S marketing attributes to user/customer assets, making it easier to perform marketing actions. Especially when the number of private domain users exceeds a certain scale, there must be an underlying reliable system with necessary functions to support it.

1) Visualization: Any private domain operation requires understanding the needs and trajectories of users and achieving refined operations, because the purpose of placing users in the private domain is to perform refined operations. The visualization of the private domain system, combined with the label system and data system, will give operations more eyes.

Here is an example:

If we want to see the user’s recent order status, we just need to go to the backend. Based on the pre-set user status, the system will give a visual report, which is very convenient. The following figure is a screenshot of the backend of Peiban’s user status on that day.

2) Data-based: Any SCRM system must be data-based and have basic data reports, which is also an important function of CRM.

3) Collaboration: This is based on the unique features of social software (WeChat for Business), such as resignation inheritance, on-the-job transfer, user sharing, etc.

4) S marketing attribute: This is the core function of the SCRM system, namely the marketing function based on social relationships.

Common ones are:

Fission based on social relationships: such as enterprise WeChat fission, community fission, content fission, red envelope fission, etc.
User locking based on social relationships: such as customer lock QR code, thousand-person front code, store active code, etc.
Batch operations based on social relationships: adding friends in batches, creating unlimited groups, creating groups by tags, etc.
Points system based on social software: customization of community points and points rules

2. Tag system

The label system is a logic that we use to measure users, and it is also the basis for backend intelligent recommendations and content marketing. An effective labeling system can make user stratification more refined and greatly improve the efficiency of private domain operations.

Common label systems include: follow-up status tags, customer source tags, customer attribute tags, product type tags, content type tags, marketing activity tags, etc. Operators need to design tags belonging to their own private domain system according to different business forms.

(XX private domain local tag system)

3. Content system

Content is marketing . It has gradually become a consensus among marketing market personnel. Then the question is: how to generate content, especially continuously produce high-quality content? This requires the operation manager to build a content system.

1) Matching content requirements and content platform

This requires the person in charge of content operations to plan based on the company's business and user needs, as well as the new media platforms it operates.

Take the partner as an example:

We are a platform for corporate trainers, mainly solving two major scenarios: learning and work of trainers. At the same time, we have content layouts on various platforms such as WeChat system, byte system, Baidu system, Zhihu, and Weibo.

In addition, solving the learning of trainers is a requirement of 2C, and it should focus more on the output of dry content. Solving the work of trainers is a requirement of 2B, and it should focus more on the output of the solution type.

Consider matching with the platform:

We believe that video > pictures > plain text, so based on the characteristics of our own course platform, we are more planning medium and short videos in various new media platforms, such as video accounts, Zhihu videos, Baidu Haokan Videos, etc.

We also need to consider the matching between the platform and the user, which platforms our users are active on, and which platforms are the platforms we focus on operating.

All these require systematic thinking, because matching requirements is the first step. You not only need to match your own users, but also the platform, and users and platforms must match each other. The content can be said to be the most complex and exquisite system in private domain operations.

2) Content production system

OK, suppose you think clearly about how to match, know which platforms the user is active on, and also know the user's content preferences. Next, let’s produce content!

The operation of any platform tests the output capability of content, and the output here refers to continuous output! Continuing is a very excellent ability!

Continuous output requires the support of the content production system, which includes the topic selection process, production process, review process, and release process. At the same time, there are also many pitfalls here, including the source of original materials, advertising methods, the use of pictures, etc.

We paid at least 300,000 yuan in this area. Let’s take the time to write a complete collection of content and make a trap. I won’t go into details here.

3) Operation of content platform

Friends who do operations know that there are different content platforms. After your content is produced, it will also be transformed into content that each content platform likes. For example, Zhihu is essentially a question-and-answer platform, so you can find the corresponding popular questions and package the content of the dry goods into a question form.

For example, if Baijiahao likes title parties, then the operation should redesign the content title.

All of these are technical jobs. At present, there are very few operations that can really understand the rules of each platform and have practical results.

Those who can gather the operation capabilities of each new media platform must be extremely scarce talents in the future private domain operations. Let’s encourage each other!

4) Drainage design

The purpose of content operation is nothing more than traffic diversion and branding. If the content production of each platform is completed, it is also necessary to design the traffic diversion bait and user path.

The above are just simplified steps for building content systems, and the issue of content scale has not been considered. Look, isn't it very complicated, but it's quite worth it!

It can be concluded that the future will definitely be the era of content marketing, with content that is products, content that is traffic, and content that is conversion becoming a reality one after another!

4. Data system

Most of the data in the private domain system is based on the SCRM system. The data allows us to know who the user is, what he is doing, what he is interested in, how much he is interested, what he has browsed and what he has done.

Let’s talk about the combination of content and data system here. In a word: We need to know what users have read, and automatically label them and display them in the data report.

This data is a combination of content and tags, which is very suitable for some 2B business companies.

4. Team level

1. Private domain team building

First, let me ask a question, what is the size of the smallest private domain team? What operational positions are necessary?

Personal practice believes that if the private domain team must have a position, it is not a person who attracts growth and traffic, nor a person who converts, but can only be content operations, and the content here is a broad content.

Let’s talk about the construction of a private domain team with the content middle platform as the core.

Content Extreme Content Operation is the initiation of all private domain activities. Content is operation, content is drainage, and content is marketing.
In addition to supporting front-end operations and sales, the content middle platform also supports back-end customer relationship management.
Both the front and backends have to feed back the content. The frontend feeds back the content through various user training camp modes, and the backend feeds back the content through various user salons, topics and other operating modes.
Content operation does not depend on producing content on your own, but rather on operating content through various operating means.

(Background feed back content: user discussion)

2. Ability model

1) Content operation

Content operations must not only understand copywriting, but also understand user needs, but also be clear about the content rules of each platform.

It is necessary to determine which platform your users are active on, and to allow content to circulate on various platforms through accurate interpretation and adaptation of copywriting. Some content operations are also responsible for copywriting, depending on the specific business size.

2) Copywriting planning

A qualified copywriter does not necessarily have the ability to write gorgeous rhetoric, but it must have rigorous logical thinking and the ability to provoke user emotions.

Good copywriting must be progressive and hit people's hearts. These eight words are a summary of nearly 10 million advertisement soft articles, which is really important!

There is another misunderstanding here. You often see many copywriting writings on your job resume, operating a million-dollar account, and writing a hundred thousand-dollar article. These are mostly false prosperity. Managers need to explore further. Is it the platform that gives you a high starting point or is it really a strong copywriting planning ability? This requires careful identification. In the industry, copywriting and content operations are often combined into one.

3) Growth operations

In the capability model for growth operations, there is a tool that uses capabilities that are necessary. People who grow should be good at borrowing the templates of market-tech on the market to achieve growth. In a word, they must be small tool experts.

Secondly, as a growth operation, you must know all kinds of growth methods well. Whether it is traditional SEO technology, social growth technology (public accounts, communities, enterprise microfission, etc.), short video traffic growth technology, and content traffic technology, and like content operations, you must be familiar with the rules of each platform.

Finally, and at the most core, the ability to grow operations at the bottom is the ability to see users’ needs, and they require strong empathy. Know what users know and feel.

4) User operation

User operation is a relatively complex position, and you must understand both users and event planning.

The positioning of user operations on the market is different. Let me talk about my actual experience of the core capabilities of private domain user operations.

First of all, excellent user operations have the ability to operate communities, are good at communicating with users, and have a strong sense of network. Secondly, you must have very good topic planning skills, be good at sowing user interests and driving user atmosphere. The underlying capabilities of user operations are also insights from user needs, and insights from needs are the basis of all operations!

5) (Community) Sales

If private domain operations still have sales responsibilities, then community sales or sales must be included. Some business teams combine user operations and community sales into one.

The core capability of community sales should be sales. In fact, it is not necessarily based on the form of community. It can also be telemarketing, face-to-face sales, etc., which is determined based on the actual business.

3. Minimum staffing

Now, let’s answer what is the smallest staffing configuration for a private domain?

If you are a private domain team with weak growth conversion: content operation (copywriting) + growth operation + user operation, the configuration of three people is enough, and then use growth operation or user operation as the leader to launch each event.

If it is a private domain team that is more sales-to-convert and weak user operations: content operation (copywriting) + growth operation + community sales, the configuration of three people is enough.

Of course, if your user range is above 100,000, or the user LTV is very high, it is recommended that you fully equip your basic business model, and it is best to have a complete set of 5 positions.

5. Above the public domain

The following may be pure nonsense. Please have your own scrutiny, but do not accept any rebuttals!

1. Private domain issues

What is the end of the private domain?

This problem is a bit big and advanced. We have no ability to predict the future, but we can judge through experience that an operating model that is better than a private domain is derived from a summary of some pitfalls in the private domain.

There are thousands of good things in private domains, but there is still a very big problem: any private domain will face the problem of continuous customer acquisition. No matter how high your LTV can be, no matter how good your renewal can be, once new recruitment stops, business growth will also stop. As long as you acquire customers, you will face continuous increase in costs, which can only be inevitable.
This is question one and question two.

As this growing flywheel runs, there will be more and more private domain users, and operating these users will become a burden, which will lead to the investment of more operators and overall efficiency reduction.

2. Source of private domain problems

This problem occurs because we artificially make the private domain smaller. Many businesses only think that the private domain is user operation, which is to attract new and transform, and believe that the private domain is to keep stealing traffic from the public domain, and completely ignore the more important back-end construction.

The key cliff of the private domain is not the front-end traffic drainage, but the user accumulation of the back-end.

The more awesome user precipitation can continue to operate on its own, not only attracting more new users and solving the problem of attracting new users, but also allowing users to develop themselves, automatically layer, and even automatically convert. This solves the problem of operational manpower investment.

3. The question is, how to do it?

Where is the problem, where is the solution? The problem is that we have made the private domain smaller, and the solution is how to make the private domain bigger!

Create a circle! A large private domain is a small ecosystem, and can even be made into a local public domain.

Any healthy business model will have its own ambitions, and in today's operating environment, this idea is increasingly likely to become a reality.

If you are in a vertical industry and if you are very good at content operations, creating a circle will be the second growth curve of your business!

We use practical cases of Peifan to explore how to build a circle and how to build an ecosystem for our own vertical industry.

1) Discover problems

As a platform that empowers trainers to learn and work, Peiban is a very vertical and subdivided track. While the LTV is very high, the ceiling of the number of users is very low and it can't be lifted even if it is low.

Not only is the number of users low, but it is also extremely scattered. The consequence is that if you want to invest, you don’t know how to invest or where to invest, it seems that the largest number of users is in your hands.

If you want to grow, it seems that you can only rely on these users in your hands, and the growth back and forth is gradually weak.

I believe that anyone in any vertical industry has faced these problems, and in this way, growth will inevitably fall into a state of stagnation.

2) User Insight

I find that any vertical industry will have a huge dependence on content. The reason is also very simple, because it is too vertical and there are not many people following, so there will naturally be less content and even less good content.

For example, if you do products 10 years ago, you do operations 5 years ago, and you do Douyin two years ago, you can’t learn any websites, it’s all wild ways!

The problem faced by trainers two years ago was the same. They did not have a vertical APP or website that could improve themselves and see how others did the training.

There is no complete system of training student growth courses. This is the original intention of Peiban!

In this case, why not make the content bigger? Since I can’t find the user, why not let the user come to me?

3) Create a content circle and let users come to me

Be clear that users are by no means your moat, service is, and content is! Especially content, those professional and vertical large amounts of content. Because the content takes a lot of time and energy to create, it will inevitably take a lot of time and energy to be overtaken. This is your real moat!

For example, you want to create another website now: everyone is a product manager. Do you think it's possible? Or how much money you are given, you think it is possible! The answer is, no matter how much it costs.

Therefore, what Peiban needs to do is to use content to create a circle of trainers, so that our target users can find us on various content platforms. This is the regular way to play the private domain.

Not only that, we also need an APP or website similar to the central kitchen . Here, through search, you can solve most of the problems faced by trainers in their study and work.

Here, you can meet big names in the training industry, learn big names' courses in special groups, find instructor services in training work, and communicate with trainers in the same city. At the same time, you can also leave your own practical content to summarize practical information, so that more peers can know you and give you a thumbs up, so that you can get more professional recognition.

Of course, Peiban’s instructor operation team will also discover you and sign contracts with you to help you create your own IP, help you produce your own copyright courses, and help you sell on this website or APP to share profits.

At the same time, you can set up a group of your professional content to provide professional guidance and interactions with novices who are interested in your content. While they can grow, you will also gain recognition from more peers and platforms. Of course, this recognition is measured by a currency (points system). There are many more, many, and they are in operation and are not convenient to disclose!

So, you will find that there are no growth indicators here, and there is no embarrassment of desperately attracting new things. You just need to do a good job of content, promote the product, and build your own content system and user system.

Let this vertical ecosystem grow healthily and let your target users truly gain value here!

The operator, just as written at the beginning, I hope you are a garden builder and build your own garden well, and the fragrance will naturally come!

Author: Uncle Liangshan

Source: Liang Shanbo

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