40 private domain tips from 0 to 1!

During this period, we have been providing private domain services to top SKA customers.

In this article, based on my experience of serving more than 10 Fortune 500 companies and combining it with the four-force growth model of WeChat and private domain, I will share 40 insights that I think are important in private domain.

The four-force growth model of the enterprise WeChat private domain is: the overall operating status of the brand private domain = organizational strength * operational strength * commodity strength * product strength.

1. Organizational ability

1: The implementation of private domains often involves the interests of existing organizations. Therefore, sometimes the implementation of private domains is difficult, not because of bad strategies, but because of human and organizational factors.

2: A good private domain operator is a master of balancing the interests of not only users, but also the interests of various organizations within the company. Especially those departments that control users, directly face users, and manage users.

3: The formulation of private domain strategies must be co-created within the organization. Especially large chain stores have organizational structures such as headquarters, regions, and stores.

Large regions, especially stores, are the terminals for private domain implementation and have direct contact with users.

Therefore, the private domain team at the headquarters cannot sit in the office and YY every day. They must go deep into the front line, listen to the opinions of partners in the regions and stores on the private domain issue, and have sufficient co-creation discussions.

4: The headquarters, regions and stores are not in an antagonistic relationship. The headquarters is responsible for providing services, setting strategies, methods, and training, and helping front-line employees achieve better results through private domains.

5: Private domain strategies do not need to be unified across the country, but should be adapted to local conditions. Develop targeted strategies based on local operations, manpower, users and other actual conditions.

6: When the private domain is just starting out and the progress is slow, the headquarters can initiate recruitment first and select regions or stores with high cooperation and intention to give priority to private domain layout.

One is to achieve results and set an example, and the other is to discover problems in the strategy and bottlenecks in implementation, and to perform targeted iterative optimization.

7: The effectiveness of private domain will take at least 3 months, so you must have enough patience. If you are working, you must manage your superiors well.

2. Operational Capability

8: The construction of a private domain system should be based on brand strategy, tone, products, organization, and operations and should be adapted to local conditions. There is no one-size-fits-all solution.

9: SOP is a standardized operating procedure that can reduce costs and increase efficiency, and improve the operational efficiency of private domains, but it is not a panacea. It does not mean that with SOP, private domains can be successfully developed.

10: In addition to SOP, private domains must have more humanity, more warmth, and more services. This is difficult to achieve. It requires sufficient brand awareness and sufficient manpower to execute it. Moreover, the people who execute it must have keen insight and be able to treat every user from the user's perspective.

11: Details are important. A good private domain operator can optimize every operational detail and link to the extreme.

The simplified calculation formula for private domain GMV is: number of users * conversions * number of repeat purchases * average order value.

This formula includes four key indicators. Assuming that each link differs from its peers by 10% due to various details, the final GMV will only be 65% of that of its peers. (Calculation formula: 0.9*0.9*0.9*0.9=0.65)

12: The basis for private domain user growth is the public domain. Without public domain traffic, I only want to rely on my own hundreds of friends and grow through fission from 1 to 5, 5 to 25, and 25 to 125. Mathematical formulas are good and look wonderful, but the reality is cruel.

13: Three elements of traffic diversion: scene, method and bait.

14: There are only three ways to attract e-commerce customers: package cards, text messages, and AI calls.

15: Wangwang can attract traffic, but it is not a long-term solution. If you are caught by the system, your authority will be downgraded, and it cannot be replicated in batches. Not applicable to brands.

16: The key point of store traffic diversion is to set up signboards based on the store traffic flow, such as roll-up banners, table cards, posters, etc., and then use shopping guide language to guide customers.

17: Through private domain channels, brands can face users directly at zero distance. Therefore, the private domain is a perfect place to create a "user-based brand".

18: User-oriented brand means that the brand is no longer high and mighty, but stands with the users, communicates on an equal footing, and becomes friends. I think this is the best relationship between brands and users.

Users recognize the brand, follow the brand, recommend the brand to others, and speak for the brand, but they do not follow blindly. If the brand does not perform well, they will stand up and point out the flaws so that we can grow together.

19: Whether it is mass coupon distribution or refined operations, they are all different means of operation in the private domain. There is no good or bad, only whether it is suitable or not and whether the ROI can be maximized.

20: The premise of refinement is to invest enough resources. A brand with millions of users operates in the private domain by sending out coupons in bulk, but the operation team behind it consists of only a dozen people.

Considering the characteristics of the product category, price, and user scale, and from the perspective of maximizing ROI, this is their optimal solution.

21: Compared with conversion, I think what is more important for private domain is to convey the brand’s values ​​and tone, which is the long-term core value of private domain.

22: In addition to conversion, the private domain can also be used to collect user profiles, verify new products before they are launched, and feed back marketing to the public domain platform.

23: Co-creation with users can make users feel "participated", including product co-creation, content co-creation, experience co-creation, etc. It allows every user to have the feeling that the product and content are created by themselves, so they have a deeper and stickier emotional connection with the brand, and in the future, they will often become super spreaders of the brand.

24: Through the private domain IP matrix, enterprises and users become friends. Deliver emotional value in the user's purchasing decision path, enhance emotional connections, and influence the mind.

Using "people" to approach users and serve them is easier to be accepted and more likely to generate favor than using cold brands.

25: Private domain personal IP is divided into 5 categories: brand IP, expert IP, founder IP, sales IP, and assistant IP. Companies with different product categories and at different stages of development require different personalization matrices. Not every company needs to have the above five categories.

26: It is really important to post well on Moments. Develop from three dimensions: product, personality, and user.

27: Different users have different requirements for labels. The more labels there are, the better. They must be accurate and useful. Regional labels allow operations to iterate and optimize delivery strategies, but for front-line sales, user needs and consumption labels are more important.

28: User stratification should not be done just for the sake of stratification. It is necessary to consider the operational differences that may arise after stratification. There is no value in dividing repeat purchases of 4, 5, and 6 times into 3 levels.

29: Not every category needs to establish a community. In some categories, establishing a community can be a pitfall. Especially when the price is not transparent.

30: “Community” in a broad sense refers to a group organization. Enterprise WeChat is just the carrier of this "community".

If you want the "community" to have lasting vitality, it is far from enough to rely solely on the brand's one-way output in online corporate WeChat groups. It must be decentralized, with members of the community building a social network. The brand only exists as one of the nodes, and its main purpose is to connect users with each other.

The fastest way to develop a relationship is to meet offline and do something meaningful together with the same goal.

31: 1-on-1 private chat sales conversion relies on sales ability. Many private domain operators have never done sales. Before setting up the process, be sure to ask more experienced sales!

Three: Product Power

32: Products are important, remember the following formula.

The product is 1, the marketing promotion private domain capability is 100, and the total value is 100.

The product is -1, the marketing promotion private domain capability is 100, and the total value is -100.

33: The product power of many bosses/brands is simply not good, and they have no advantages compared with their peers, or the demand is simply false. At this time, it is simply unrealistic to think about how to make money and sell goods through private domains every day. Even if you set up a group and sell some goods, can you withstand the overwhelming public opinion from users complaining about the products and services in the group?

34: The construction of the private domain product system is different from traditional e-commerce and stores, and is in the shape of a ladder or funnel. Taking user journey and life cycle as entry points, the entire product ladder is divided into four categories: traffic-generating products, credibility-building products, profit products, and expansion products.

Four: Product Strength

35: SCRM is just an efficiency tool. You cannot expect to develop your private domain after purchasing the tool.

36: Mini Program is just a trading platform. Whether users will place an order depends on operational strength and product strength.

37: The functions of common SCRMs on the market are similar, so choose the one with better service.

38: No matter how many functions SCRM has, there are probably only a few that can be used.

39: Small companies should not think about launching mini programs or SCRM, there is really no need for that. We should invest our money and energy into operations.

40: Games are not suitable for small companies. It would be better to give the money to operations to run activities.