Traffic generation solutions such as Zhihu, Tik Tok, and Video Account!

A practical private domain operation plan must be developed around real user needs + good solutions, the most important of which is whether it can identify and grasp user needs. However, in real work scenarios, most people focus on how to write an excellent solution, using physical diligence to cover up mental laziness. In contrast, the author of this article started with a background analysis of the business, and then discussed user portraits and user consumption scenarios, exploring user payment motivations, and then extending them to derive operating strategies for each platform; in addition, the traffic diversion plan in this assignment is very comprehensive. Although everyone is in different industries, this way of thinking is worth recommending.

1. [Scheme Overview]

1.1 Project Background

【Company Positioning】：Learning Entrepreneurship Service Platform

[Target users]: Entrepreneurs aged 20-60

[Existing user profile]: 30-50 years old small and medium-sized enterprise owners, individual businessmen, marketing personnel

[Existing user scenarios] (Because it involves sensitive user business information, it is blurred)

Scenario 1: Want to learn relevant knowledge and information and expand the scale of the enterprise

Scenario 2: The business encounters bottlenecks/problems and hopes to find solutions

Scenario 3: Business operation and other related consultation

Scenario 4: Get in touch with more people of the same frequency and expand your network of contacts

Scenario 5: Want to join as a salesperson to earn more commissions

[Expandable user scenarios]

Scenario 1: Want to start a business but lack experience and don’t know how to build a team

Scenario 2: Want to find various investors to invest in your project during entrepreneurship

Scenario 3: Ambitious people who want to find a better development platform can recommend themselves in high-level circles

Scenario 4: Want to understand the overall process and operation knowledge of each link of the business

Scenario 5: Join high-value connections, obtain more industry information, and exchange resources

[Current products]: Public seminars (online/offline) - Essence seminars - Advanced seminars - Various specialized advanced student classes

【Course Content】: A series of content courses for entrepreneurs/small and medium-sized enterprise owners

1.2 Purpose of the Project

Sort out existing businesses, establish a complete private domain system, and build and test a private domain new customer acquisition-conversion model suitable for the company's business

2. [Public Domain User Attraction]

2.1 Online channels

2.1.1 Zhihu

1) Reason for selection

A platform where people currently seek answers to their questions, suitable for users aged 20-40

2) Account operation strategy

① Create an official company account

1) Company official account verification

2) Name and profile picture: consistent with external product promotion

3) Include the company and course introduction in the introduction. The company’s official WeChat account is open for consultation.

3) Publish some interpretations of entrepreneurial policies and expand the knowledge of company courses/dry goods

② Create multiple professional accounts (according to the company's main course categories)

[Personality]: Professional entrepreneur/professional in certain aspects of (investment and financing/capital operation/business model)

[Nickname/Avatar]: No strict requirements

【Operational Actions】：

1. Publish a useful article that matches your personality every week

2. Respond to questions raised by small accounts every day

3. Find some questions related to your own personality and give quality answers

4. When there are replies or articles with a certain amount of likes and recommendations, bring out the company's main account/public account or weakly recommend the company's main account/offline course (not hard push)

③ Create multiple accounts to ask questions/answer questions, etc.

[Personality]: Entrepreneur/Business Owner/Worker

[Nickname/Avatar]: No strict requirements

【Operational Actions】：

1. Ask 5-10 questions every day about entrepreneurship/investment and financing/capital operation/business model (any questions that are in line with the company's course positioning)

2. Find 5-10 questions about entrepreneurship/investment and financing/capital operation/business model every day, and draw out company course recommendations

Note: You can continue to learn more about Zhihu’s gameplay and recommendation mechanism. Advertising and public account introduction can help you understand [Zhi+ Service] to better attract new users and expand the brand.

3) Drainage path

1. Place [Official Account Name]/WeChat ID in your profile/article/answer to guide users to add

2. Bait diversion: Add bait at the end of the article/answer, such as XX practical knowledge package - follow XX public account/add XX WeChat to receive it

3. Private message traffic: For professional or company main accounts, if someone sends a private message to discuss a problem, you can guide them to the official account or corporate WeChat after communication.

2.1.2 Toutiao

1) Reason for selection

Personalized recommendation algorithm will recommend articles based on readers' preferences

2) Account operation strategy

① Create a company master account

1. Verify company account

Name and profile picture: consistent with external product promotion

Please include the company and course introduction in the introduction. The company's official WeChat account is open for consultation.

1. Publish one semi-original article every day (you can use the current hot topics related to your location) to improve the headline index

2. One original article per week, interpretation of entrepreneurship policies, company course knowledge expansion/dry goods (can be synchronized with Zhihu content)

3. Find 5 industry-related/industry hot issues to answer every day

② Create N personal accounts

1. Actively interact with articles published by the main account

2. Find relevant industry news or articles to interact and weakly promote company information (increase exposure)

Note: The index is a machine-generated score of the account value that is derived from recording and analyzing the author's content and the readers' reading and attention behaviors over a period of time.

3) Drainage path

1. Place a picture at the end of the article to attract attention (not a QR code)

2. The first comment on the article attracts attention

3. Bait guidance -> Private message -> Guide to enter the official account to receive (virtual welfare dry goods gift package)

4. Followers - Automatically reply to the public account name/WeChat ID to guide users to add (add bait appropriately)

2.1.3 Douyin Account

1) Account operation strategy

① Create a company master account

1. Company account verification

[Name, Avatar]: consistent with external product promotion

【Introduction】: Write an introduction about the company and the course. The company’s official WeChat account is open for consultation.

1. Publish 5-10 pieces of content every week (conference videos/teacher lecture highlights)

2. Appropriately push dou+ test content to accumulate fans

3. Enable various functions (product showcase)

4. Regularly open live broadcasts and link to sell product courses

② Create an IP account

Select several teachers with good image and eloquence to create IP

【Nickname】：Teacher's real name

[Avatar]: Personal photo

【Introduction】: Personal endorsement + service enterprise

【Operation method】

Phase 1:

1. Find benchmark accounts: disassemble their popular content and create content scripts that match the positioning

2. Shoot and publish 5-10 pieces of content every week (combined with hot topics)

Phase 2:

1. Gradually add the Douyin function (implant the WeChat number in the product display window and message box)

2. Ensure content output and try 1-2 live broadcasts per week

3. Provide traffic support based on data (dou+ delivery)

2) Drainage path

① Company main account/IP account diversion:

Product display: collect user's mobile phone number after purchasing the product and guide the user to add the learning officer WeChat

1. Display the public account name/WeChat number in the introduction

2. Pin the comments on Douyin content to the top of the WeChat account/public account

3. Bait guidance: guide users to add WeChat to receive gifts in private chat

② Tik Tok advertising:

(Choose different delivery strategies based on different goals in a short period of time)

Brand exposure options: CPM (charged per thousand impressions), delivery mode including CPA (charged per user behavior)

User lead collection options: OCPM (more focus on conversion per thousand impressions), CPS (charge per user purchase)

Note: The delivery model needs to be tested on a weekly basis. Check the time period, advertising content, and delivery target groups to find the most suitable process model for the promotion of this product and conduct subsequent large-scale delivery.

2.1.4 Video Account

1) Reason for selection

It has the social attributes of WeChat and can be spread through likes and sharing by friends)

2) Account operation strategy

① Create a company master account

Company account verification

[Name, Avatar]: consistent with external product promotion

【Introduction】: Write the company and related introduction, bind the main public account

1. Push 5-10 short videos (conference videos/teacher lecture highlights/company dynamics) with hot topic tags every week

2. Later, the product display window can be used to sell high-priced course tickets or other tickets

3. Encourage the company's business personnel to like, comment, and forward videos to expand the scope of recommendations

3) Drainage path

4. Push the subject’s public account in the introduction to guide users to follow

5. Guide customers to add corporate WeChat after purchasing products

6. Guide users to add WeChat to receive gifts in private chat

2.1.5 Official Account

1) Account operation strategy

① Company account authentication and related settings

1. Main account menu bar construction

Column 1: Basic company information (you can set up a secondary menu column for classification)

Column 2: Conference Registration (Main Function)

Three columns: activity/service information

2. Online Classroom Menu Bar Construction

Column 1: Activities Column

Column 2: Online homepage (main function)

Column 3: Service/Related Information

3. Automatic reply from main account

Recent Events + Links/Benefits

Recent offline meeting information + links

Official account function guide

4. Automatic reply of online class number

Recent Events + Links/Benefits

Online new course express information + link

Recent offline meeting information + links

② Operational actions

Main account: Regularly update company news and offline meeting notices

Online service account: Daily update of financial news, regular launch of online course activities/welfare tweets

Content number: knowledge articles are updated daily, soft ads are inserted into the articles to guide users to buy products/ads are placed at the bottom

2) Drainage path

1. The service menu bar guides users to add corporate/personal WeChat accounts

1. The activity uses bait to guide people to the WeChat account to receive rewards.
2. After purchasing a course/conference product, a WeChat QR code will be left on the page to guide users to add it.

2.1.6 SAAS System

1) Account strategy operation

1. Complete the submission and verification of various materials

2. Enable various system functions

3. Submit the keywords + sentences + paragraphs required by the system for machine intelligent learning and article matching

4. Set a reserved contact number + WeChat QR code at the end of the article to facilitate users to contact and leave information

2) Drainage path

1. The salesperson’s contact number/WeChat QR code is left at the bottom of the article published on the entire network

2. Place a lead collection form at the bottom of the article and guide users to fill it out

3. Each advertising space has a salesperson's phone number/WeChat QR code

2.2 Offline channels

2.2.1 Offline marketing

1) Basic preparation

1. Business personnel use WeChat for Business to add users (for convenient unified management)

2. Introduction to the company and course materials

3. Personal credit endorsement and student case endorsement

2) Customer acquisition methods

1. Find local SME business districts and visit the owners in their stores

2. Participate in local offline entrepreneur gatherings/events/salons/clubs to exchange and promote company courses

3. Find local entrepreneurial communities or forums to communicate with target users

3) Drainage method

1. Exchange phone numbers/add users to WeChat

2. Face-to-face communication and recommendation of company products

2.2.2 Cross-industry cooperation

1) Basic preparation

Company and product introduction, cross-industry cooperation plan

2) Customer acquisition methods

1. Find related companies in the business chain/companies with the same user profiles to exchange user resources

2. Jointly organize offline activities with business-related companies, and teachers from both sides conduct lectures/promotions, collect resources, and exchange resources

3) Drainage method

Customer resources/leads are allocated to sales, and sales communication introduces them to personal WeChat-community

Events/Meetings: Place channel live codes on the big screen - WeChat for Business (the host guides meeting/event participants to scan the code and add them)

Use bait appropriately (after adding, there will be welfare gift packages to receive/conference resource exchange/friend communication)

2.2.3 Setting up the bait

1) Virtual Bait

1. Wealth appreciation gift package (classic interpretation of books, financial knowledge & practical tools)

2. Advanced gift package for entrepreneurs (interpretation of must-read books for entrepreneurs, industry white papers for entrepreneurs, etc.)

3. Online open class trial quota

4. Online course learning package

5. Participation quota for special activities

2) Physical Bait

1. Tickets for offline elite courses

2. Activities surrounding

3. Practical items (select according to specific activities)

3) Bait and diversion action

Zhihu/Toutiao: Guide users to post welfare information at the end of the article, guide users to follow the official account to receive it - further guide to personal/corporate WeChat QR code

Douyin account/video account: put bait products on the shelves, and send private messages to guide people to add personal/corporate WeChat accounts

Official Accounts: Use activity bait to guide users to add personal or corporate WeChat accounts to receive benefits or undertake follow-up services

3. User fission

3.1 Official Account/Mini Program-Community

3.1.1 Fission and new user acquisition activities

Invite n friends to follow the official account and receive a gift package

Create different posters and scripts for different pain points and conduct AB testing

【Basic process of the activity】

1. New users will receive a pop-up activity message [text + activity link] from the official account.

2. Users generate their own invitation posters

3. After completing the task, the QR code of the learning officer will be displayed. Add the learning officer to receive the reward.

4. After adding the learning officer WeChat, a welcome message + benefits will pop up automatically

3.1.2 Group buying activities to attract new customers

Free online classes for group study, price of online open classes: 19.9 yuan, free tuition for inviting 3 friends to study together

【Basic process of the activity】

1. Enter the official account/individually made H5 page, generate your own group buying poster, forward it to friends and select [Join the group buying]

2. When the number of users participating in the group purchase reaches 3, a pop-up window will pop up to guide users to add the company WeChat account/personal WeChat account to receive the course.

3. After adding WeChat, users will automatically reply with course information + course value + 0 yuan purchase channel

3.1.3 Crowdfunding activities to attract new customers

Get a free trial spot for the online open class with the help of 3 friends

【Basic process of the activity】

1. Enter the official account/individually made H5 page, generate your own support poster, and forward it to your friends. Friends click the page [Support]

2. After the support is completed, the page of successful support will be jumped to guide the user to add the enterprise WeChat account/personal WeChat account to receive the course.

3. After adding WeChat, users will automatically reply with course information + course value + 0 yuan purchase channel

3.1.4 Distribution and new customer acquisition activities

You can get a 5 yuan cashback for every user you recommend who purchases a 19.9 yuan public course

【Basic process of the activity】

1. Generate an invitation page for an open class online and forward it to friends/post it to Moments

1. After a friend purchases, you can receive a 5 yuan referral red envelope cashback

1. After a friend purchases a course, the user will be redirected to the purchase success page and asked to add the company/personal WeChat account to receive the course.

1. After adding WeChat, users will automatically reply with course information + course value + study group QR code

3.2 Offline Promotion

(There is already a molding model, so I won’t expand on it)

3.3 Expanding users (offline distribution)

Offline sales staff can get corresponding course distribution rebates when they recruit one user, and the user can still get a certain percentage of the commission when he/she purchases higher-level courses.

4. User stratification

4.1 User Basic Tags

[Static tags]

Region, age, occupation, industry, birthday, position, hobbies, channel labels (TikTok/Toutiao/Zhihu/………)

【Dynamic tags】

Product purchase tags (public/essential/advanced/more advanced courses), student status (student/operator), various activity tags, online course consumption tags (business management/marketing/tax planning/…), consumption willingness (quiet/potential/intended/high willingness), active time period

4.2 User stratification based on business logic

According to the product unit price, users can be divided into: first-level, second-level, and third-level users.

According to consumption capacity, users can be divided into: dormant, maintained, developing, and valuable users.

Silent users: users who do not communicate, speak, or interact

Retained users: users who fit the company's user profile and occasionally participate in activities/interactions

Users can be awakened through low-frequency benefits/activities, and trust can be established by pushing valuable messages + shaping the circle of friends.

Development users: users who frequently participate in activities/respond to private messages frequently, and users who refuse to participate for various reasons after the recommended courses are given

Dig deep into user needs and guide users to experience new courses/welfare experiences based on their pain points

Value users: frequently participate in activities/respond to private messages frequently, ask for relevant information and have a high willingness to learn courses

Accurately push information of interest to users + information such as the time and location of the meeting related to the essence/advanced course

5. User Retention

5.1 Personal/Enterprise Microblog

5.1.1 Private Chat Operations

1) Send a group message at the beginning of the month about the course and meeting schedule for the month

2) 1-2 one-on-one private chat conversions per month (user tracking)

5.1.2 Moments Operations

1) Daily useful information/information/tips (can be derived based on relevant hot topics)

2) Regularly publish company-related news (team building/conference site, etc.)

3) Forward company-related reports from authoritative platforms

4) Regularly publish screenshots of students’ positive reviews/consultation interactions

5.2 Community Operation

5.2.1 Operational actions

1. Share the financial news at 6:30 every morning

2. Share a piece of useful information/knowledge/advice every afternoon

3. Knowledge point assessment once a week, interactive answering, prizes for correct answers, private chat to receive

4. Interpretation of student cases and related solutions every half month

5. Special column flash group activities once a month, teacher live broadcast/group voice/Q&A

6. Also serves as a venue for activities/conferences/news publicity

5.2.2 Wake up sleeping users:

Design different user benefit plans and conduct AB testing

1. Free course learning benefits, click the link to receive

2. Learning welfare gift package, reply to the keyword to receive it

3. Regularly push low-frequency welfare awakening with simple participation methods

6. Marketing Conversion

6.1 Conversion of Online Open Course Live Broadcast

The process can be referred to:

The teacher teaches and sells during the live broadcast, and puts the product on the shelf 15 minutes before the end of the live broadcast, introduces it, and uses relevant marketing words;

The water army livened up the atmosphere in the comment area of ​​the live broadcast room and expressed strong willingness to buy

6.1.1 Auxiliary gameplay

1. Purchases in the live broadcast room can get additional benefits [equity bait/virtual bait/physical bait] accordingly. According to the content of the live broadcast class, select the benefits that can attract users and add them in.

2. Which user who pays in the live broadcast room will be exempted from the bill or receive an extra learning place

3. Users who purchase the best sessions in the live broadcast room can participate in the lucky draw in the live broadcast room, etc.

6.1.2 Live Class/Training Camp Community Operation

Community-assisted live courses for conversion

1. After the live class ends on the same day, a notice will be issued in a timely manner (details of the essential courses + purchase link)

2. The water army interacts in the group and posts orders according to their own scripts

3. Countdown for the number of preferential places in the group, and reduce some places every once in a while (to create a sense of urgency)

4. Conduct 1-on-1 private chat conversions for high-intent users

6.2 Social Activity Conversion

Regularly hold course promotion activities, which can be combined with user fission

Flash group promotion: With a certain hot topic/policy interpretation/industry analysis as the theme, combined with the flash group conducted by the lecturer, and ending with the promotion of the essence course

Course promotions: Announce the monthly strategy in the community at the beginning of each month. The preferential policies for each month are different to stimulate users to buy.

6.3 Offline Meeting Conversion

Students participate in offline open classes/essence classes, and are influenced by the instructors on the spot + communicate with business personnel on the spot to purchase subsequent products. The mature model will not be expanded.

Private domain is actually not a new thing. It is derived from CRM and SCRM. It is effective traffic that enterprises can repeatedly reach and utilize. Through refined operation methods, it improves the contribution value of its own traffic pool, thereby achieving the goal of reducing customer acquisition costs and increasing overall user LTV.

Anyone who has done private domain operations knows how complicated it is. It involves multiple platforms (APPs, mini-programs, public accounts, communities, etc.), a lot of data, and N types of user categories... If you are not careful, you will fall into the details and only see the leaves but not the forest.

Author: Wild Operation Community

Source: Wild Operation Community