Analyzing the core model of private domain traffic monetization

Private domain traffic is now a hot commodity, and every company and brand is vigorously operating private domain traffic. However, the operation of private domain traffic is not as simple as adding WeChat and building a community. The author of this article takes Mr. Xu Pei as an example to analyze how he formed a closed loop of traffic through live broadcast + community + private domain circle. Let's take a look

Judging from the current industry trends and development, "private domain traffic" needs to be built on the user ecosystem. Leading knowledge practitioners are no longer satisfied with the single model of "live streaming". How can we achieve a counter-trend increase in customer acquisition and monetization when the private domain traffic dividend is exhausted?

Teacher Xu Pei from "Di Xin Academy" comprehensively analyzes the private domain "live broadcast + community + circle" combination for everyone to understand the core model of private domain traffic monetization and user management.

Xu Pei, a post-80s calligrapher and painter, and adult calligraphy lecturer. In 2017, Teacher Xu Pei founded the online teaching platform Dixin Academy on Qianliao. Currently, there are more than 21,000 students studying the single series of courses at Dixin Academy. Put user experience first, form a traffic closed loop through live broadcast + community + private circles, and continuously attract new users, activate users, and realize monetization.

01 Live courses: one set of main courses, multiple courses in parallel

Live streaming has become an important part of the education service ecosystem. In addition to its role in market promotion and traffic generation, teachers can directly teach through live streaming. In other words, live streaming has become one of the forms and carriers of service provision in the education industry. On the surface, live course teaching does not seem to have any conversion action, but the beginning of the course is the beginning of conversion.

Dixin Academy offers a series of calligraphy courses online, including lectures on various calligraphy styles and explanations of specific character stickers. The course operation model is to focus on a set of courses and provide several auxiliary courses . The main course fee is slightly higher, and courses at different levels are designed to meet the needs of different students. The courses are mainly promoted on WeChat Moments and Video Accounts , and Video Accounts are the main source of traffic.

The overall process of conversion routines during the entire live broadcast is as follows:

1) Self-introduction and brand endorsement to enhance user trust

Before the live course begins, the lecturer will introduce the highlights of the platform to users and show cases of outstanding students to gain their trust. Next, the main teacher will introduce his past achievements and results, further increasing the user's trust in the platform and the main teacher, and giving students a psychological hint - I can definitely learn well by following this teacher, and I can be as good as the students he has taught.

2) Guide users to participate in interaction and discover their own shortcomings

During the live course, the teacher will guide the students to participate in the interaction, which can make the students listen to the class more attentively, help the teacher understand the students' learning situation, and make it easier for students to discover their own shortcomings.

3) Focus on packaging course benefits and attracting people with strong sense of value

The main course "Collection of Wang Xizhi's Running Script of the "Shengjiao Xu"" is taught in detail, and currently most of the explanations of calligraphy are done through live video broadcasts. Combination of video + voice + text + pictures for all-round analysis; 52 lessons, one hour each , spanning one year, suitable for those who find it difficult to self-study calligraphy, have poor foundations, or do not have sufficient time to study.

After the course introduction, the instructor will continue to explain some problems that may be encountered in actual practice, as well as the necessary materials, and remind users that they can get these materials by joining the group, making users feel that they will get a good deal by signing up for the course.

4) Drain traffic to private domain communities and live broadcast rooms

During the live broadcast, the link to purchase Qianliao’s courses will be posted to divert traffic to the live broadcast room for monetization; the QR code provided by the course guides users into the study group.

Every morning at 6:00, Dixin Academy will broadcast calligraphy copying teaching live on the video account. Teacher Xu will repeatedly remind students in the live broadcast room to enter the "Calligraphy Friends Club" study group to receive lesson manuscripts, and invite new friends to join the group. That is, after students join the group, they can practice "One Word a Day" together and also obtain pictures of the lecture notes during the live broadcast.

02 Learning and Exchange Group: Information Drainage, Emphasis on Service

The community has an amplifying effect on the entire chain of attracting new customers, conversion, and retention. The community has joined multiple relationship chains, and users will not leave easily, which is beneficial to forming a stable private traffic pool.

Unlike mass media and media advertising, communities are point-to-point contact between users and are relatively closed, with a high reach rate, making it easier to build trust and achieve conversions. Dixin Academy builds a community, attracts users to join the group through courses and materials , and also provides services such as answering questions and making comments. The key to gaining positive reviews from users and increasing repeat purchases is to make users feel involved and at home in the group, and to make them feel the value of the course. There are four reusable methods:

1) Post morning and evening greetings to create a group atmosphere

At the beginning of each day’s course in the group, the teaching assistant will send a good morning greeting, such as positive quotes, etc., to get closer to the users; after the end of each day’s course, the teaching assistant will also send various forms of greetings, such as expressing that he is very happy to learn and progress with the students, and hopes to become friends with the students.

2) Daily learning and mobilization to enhance participation

The teaching assistants supervise the students’ studies every day and guide the users to participate in daily exercises. These daily exercises are generally very simple and have a low output threshold, which can fully mobilize the enthusiasm of users and make them feel a sense of achievement.

For users’ small exercises, timely feedback will be given to users, giving everyone a sense of competition with each other. In addition, the teaching assistants will praise outstanding students, giving them a sense of accomplishment.

3) Reach out in multiple forms to increase the attendance rate

Before the formal course begins, the teaching assistant will provide class reminders through private chats, WeChat Moments, and community announcements to reach more users to participate in learning and increase attendance rates.

4) Feedback on in-class homework to improve course completion rate

The teaching assistants will receive one-on-one comments from the teachers on the assignments submitted by the students, and the students can receive positive feedback in a timely manner. While correcting users' homework, the teaching assistant will continue to urge students who have not yet finished their homework to complete their studies, and motivate students through encouraging words, giving users a greater sense of accomplishment.

03 Private domain circles: active fans and accumulated content

In community operations, Mr. Xu discovered two problems:

The activity of the group is gradually decreasing, and we need to find effective ways to activate students ;

It would be troublesome to review the homework if students directly post it in the group, and the homework cannot be saved .

He found a better solution: building a private circle on the Qianliao platform

The highly sticky private circle is a space for free sharing and expression with a sense of belonging, and every student can find his or her own stage in the fan circle. Empower students with the help of circles, let them develop the habit of submitting homework, interactive comments, and sharing experiences, and liven up the community .

Through circles, you can directly access courses and communities, allowing traffic to flow , activating zombie groups, and preventing active groups from becoming dead groups. It also becomes a carrier for natural conversion.

1. Writing and Check-in Activity

Create a [One Word a Day] topic in the circle, assign homework every day, and students can post and check in in the topic every day to get comments from the instructor. Students who actively check in will receive a special reward at the end of the year.

The check-in activities have attracted more and more people to join the circle, and user activity has increased several times. Currently, this topic has more than 500 interactions and more than 4,000 views .

The homework is required to be pinned to the top of the topic, and the check-in tasks for the day will be updated every day . For example, copying the character "月" from the "聖教序" calligraphy copybook requires both pictures and texts. First, analyze the single word and organize it into text, and then attach a photo of the copy.

2. Provide live class scripts

Teacher Xu’s live calligraphy demonstration drafts in the video account live classes are all uploaded and published in the lesson draft topic. This topic is also very popular among students, and has successfully directed traffic from the video account to the circle. Linking the circle and the live broadcast room also helps monetize the live broadcast room courses.

After the lesson manuscript is updated, it will be forwarded to the class monitor in the group, who will then post it to the circle and remind everyone in the group to collect the lesson manuscript in a timely manner . Cultivate students who speak frequently and interact highly as opinion leaders, guide everyone to complete tasks, and activate communities and circles.

3. Home page personalization

Let’s take a look at how Dixin Academy operates its users in a personalized manner according to its own brand tone and business strategy.

1) Notice Board

The bulletin board area allows users to keep up to date with community norms, community benefits, latest notifications and other information.

Dixin Academy has placed newbie instructions in this area to let new fans understand the role of the fan circle and how to post, and introduce topics within the circle.

2) Navigation bar

Detailed classification of each section activity makes it easier for fans to find relevant content and is also beneficial for community management.

The Beginner's Guide mainly publishes some issues that novices are concerned about , including: some operating procedures in WeChat groups and fan circles, and the process of participating in WeChat group calligraphy learning

The three main topics in the circle, "One Word a Day", "Live Class Scripts" and "Works Exhibition", are all placed on the menu, making it convenient for students to enter the topic with one click .

The menu links to the courses promoted by the live broadcast room, "Detailed Lectures on Running Script" and "Secrets of Reading Calligraphy", and students can jump to purchase courses with just one click.

04 Conclusion

The private domain operation model of Dixin Academy puts users at the core and establishes long-term and stable relationships with more users.

In live broadcast, different levels of content target the needs of different students; in the community, high-quality services such as Q&A and comments are provided, which wins praise from users and effectively increases repeat purchases; in building an exclusive interactive community for private domain fans , these content-producing users complete the circle construction together with the circle owners, thus establishing a stronger connection with the circle owners.

The closed loop of private domain traffic is established on the user ecology. This closed loop directly determines the user life cycle and grasps the core consumption lifeline .

Author: Xiaobing who loves to study

Source: Little Cake by Love Research