4 private domain community marketing formulas!

In recent years, the concept of private domain communities has been deeply rooted in people's minds. No matter what industry you are in or what business you are doing, you need to use private domain communities to undertake traffic.

Unfortunately, the current traffic has reached its peak, and the traffic obtained from public traffic pools, such as Douyin and Xiaohongshu, is becoming increasingly expensive.

So how to operate private domain communities and increase multiple conversions in private domains has become a must for every individual and enterprise.

Mr. Maizi, the founder of Maidong Tribe, has been deeply engaged in private domain operations for many years. He shared in the Qianliao online salon: New private domain communities, 4 formulas for soft temperature marketing.

This time, we will sort out the necessity of learning private domain community marketing , as well as the 4 formulas of soft temperature marketing, and 2 replicable, practical and implementable practical cases of batch orders.

01 Four major misunderstandings of private domain operations

First of all, I want to clarify the four major misunderstandings of private domain operations. We have gone to great lengths to direct traffic from the public domain to the private domain, but why is there no conversion? Why can't we feel the value of private domain traffic? Let’s check ourselves:

Do you post dozens of messages in your circle of friends every day, and each message is an advertising copy? Over time, users will become annoyed and may even block, blacklist and delete you, and in the end, none of the customers you worked hard to attract will be closed.

Do you often send rude group messages on WeChat? Users don’t feel any warmth from your each advertising copy, and the next time the dialog box immediately turns into a red “!”, and you lose this customer forever.

Is your WeChat group just for the group owner's own amusement, is the group full of spam ads, or is no one paying attention to you? You took great pains to create a WeChat group and spend time running it every day, but in the end there are no orders.

Even after adding customers, they often want to place orders immediately. If there is no ice-breaker in 1v1 communication, there is no way to build trust between both parties. Often, you talk a lot, and the more you recommend, the more disgusted the customer will be, and there will be no possibility of closing a deal in the future.

02 Four formulas for replicable soft temperature marketing

All of the above misunderstandings are because we have not reached a consensus when it comes to private domain marketing.

The core of private domain traffic is user relationships, which are about cultivation rather than harvesting!

Since everyone knows the misunderstandings of private domain marketing, doing so will not have any effect on business growth. Next, Teacher Maizi will give you 4 general private domain marketing formulas, so that you can quickly place orders and successfully close deals and convert customers.

Let’s analyze a practical case of a skin care brand’s private domain. The four of them optimized the private domain operations and closed deals with customers in batches in one month, ultimately achieving a monthly profit of 2.45 million.

In-depth case study combined with soft temperature private domain marketing can enable us to better apply these four formulas.

The brand in this case is called Gauze, and it targets people with skin problems. For example, your skin may be dull and yellowish, have acne problems, fine lines, etc. The main function of this set of skin care products is to repair the skin.

They are also building private communities, using the public e-commerce traffic pool. After customers purchase products, the products are delivered to the customers through the parcel card that comes with the product package. Many customers will add the customer service’s WeChat on the parcel card.

We can directly see how Gaozi customer service greets and breaks the ice with customers. Their words are as follows:

1. Ask about the temperature to break the ice

1) Standard icebreakers

Hello, I am the Chief Service Officer of Gauze. Everyone has different skin types, so the recommended duration and frequency of using astaxanthin masks are also different.

Please take three seconds to check the four multiple-choice questions. I will provide you with usage suggestions based on your personal skin type.

Let’s briefly analyze these 3 sentences;

• After adding friends, we need to interact immediately. In our daily private domain operations, we often add WeChat without saying a word, or we give customers a long introduction to the product. This will leave a very bad first impression on customers.
• Be able to quickly grasp customer information. Only when you have grasped the customer information can you arouse customer interest and find topics to interact with customers.
• Configure a simple survey and label users with exclusive tags. The first question is a single-choice question about skin type, and the second is a multiple-choice question about the skin problems that bother you. Through these two simple questions, you can locate user pain points and label users.

2. Collect information, flexibly configure tags, and attract trust

For example, when customer Xiaohong filled out the questionnaire and said she had dry skin, his customer service immediately replied with a note "G" which stands for "dry skin". This way, interacting with the customer can easily generate topics and provide targeted professional skin care advice for dry skin, allowing users to trust the customer service.

1) Standard Suggestions

Customer Service: Miss, I see that you are applying for dry skin, right? She said: Yes

For dry skin, you can use the astaxanthin mask three to four times a week.

Three to four times a week, each session lasts 20 minutes.

If the time is too long, it will cause the skin to absorb water. Remember to wash it with clean water after applying it.

If the customer fills in that their skin type is mixed skin or oily skin instead of dry skin, the customer service can simply change the frequency and duration of the script. Such a set of standard scripts can reduce the customer's operating costs.

3. Batch filter users and add them to daily groups

Above we talked about configuring surveys, and then flexibly tagging users by interacting with them. These customers with labels are very easy to close deals with. If the frequency of interaction with customers like this is high enough, she will even proactively ask you which products can improve her current skin problems.

In this way, each customer service representative can receive 150 people a day and place orders at 12%, which means he can earn 1,800 yuan a day.

So, what should we do if we encounter a customer who is not actively interacting? For example, customer Xiaofang always says "um" or "oh" every time the customer service contacts her, and has no desire to chat with the customer service.

For such customers, we can give her the note "Q+skin quality" and pull her into a similar user group that has the same skin quality and skin problems as her for daily group operations.

In case she deletes you, through daily group operations, we can reach Xiaofang again and have a second chance to add her as a friend.

For example, there is a group called Counter-Strike, and all those who have pore problems are added to the group.

Group building techniques:

Hi everyone, I’m Gaozi Xiaowei. The group is full of young ladies who have pore problems. I will give targeted improvement suggestions based on everyone’s specific feedback. First, the causes and types of large pores

Second, how do you determine which type you belong to?

Third, targeted solutions, and corresponding skin care steps and frequency according to your skin type

You will find that every word this customer service representative says is to help customers solve problems, and from the customer's perspective, her behavior is altruistic.

At the same time, she also sends voice messages. Why does she send voice messages?

Because you are sending voice messages, she will feel that you are a living person and will be able to instinctively get closer to you. She will feel that what you say is real, not a machine. These are some small tricks.

So through this step, their conversion rate increased to 70%.

4. User portrait creation

Through the above customers filling out the survey information and flexibly labeling them, we have gradually stratified the users and learned which customers are suitable for first-time conversion, which are the inactive customers, and the skin conditions of these customers, etc.

This group has commonalities but also has its own personality. Through in-depth understanding of our customers, we can build a clear user portrait.

In fact, soft temperature private domain marketing is an interlocking process. From the moment a customer adds our customer service’s WeChat to the moment she fully grows into our loyal customer, we need to break the ice, collect information, label it, and build trust.

Provide professional advice to each customer, so that by working steadily at each stage, customers can continuously generate more orders.

03 Two practical cases of batch order completion

The core of understanding soft private domain marketing is to establish a warm and efficient private domain marketing system. Next, we can use batch transaction techniques to send group activities to customers to quickly drive batch transactions.

But you may have questions. Didn’t we say before that we can’t send group messages? After we have established a complete user portrait here, the language used in mass messages will definitely be customized specifically for the customer and speak to his or her heart.

In this way, when the customer receives the message, it does not seem like a mass message, but rather like a warm greeting, something specifically for him. This is why it is necessary to build a user portrait.

1. Past Events in the Flower Garden | Ice Breaking & Equity Transaction Formula

Hua Jian Wang Shi is a flower shop. Just add her on WeChat and she will send you a self-introduction:

Hello, good afternoon, I am Xiaoke from Huajian Wangshi

1. We can deliver flowers to your door for free at any time.

2. You will receive a beautiful bouquet of flowers specially prepared for you by Huajian Wangshi on your birthday.

3. You can come and get flowers for free once a month.

4. If you introduce two friends to order flowers, you can enjoy a 30% discount, and a 20% discount on one bouquet per week.

Let’s break down this self-introduction.

1) Show your identity and enhance interaction

Order flowers at any time and have them delivered to your door for free. But the customer service is afraid that you won’t buy, so they ask you to come once a month because there is a free bouquet every month.

Imagine that you go there once a month, and after receiving the bouquet of flowers, you might chat with this person, and then you would think, hey, this boss is pretty nice.

If you need to buy flowers on a regular basis, you will immediately think of the flower shop "Hua Jian Wang Shi". Every week, there is a type of bouquet that is 20% off, so it will remind you that you can buy exquisite bouquets at a preferential price, which will invisibly increase the frequency of your visits to the store.

2) Provide benefits and enhance service sincerity

Let’s put ourselves in this customer’s shoes and think about how you would feel: after adding him/her, he/she would greet you immediately and say your name, and then tell you who I am and what benefits I can provide you - you would get a beautiful bouquet of flowers from the store on your birthday.

Your first impression is that this person is pretty good. She provides services and value, rather than directly pushing products.

Then he will immediately ask you: When is your birthday? I will send you flowers whenever you see this message. Because someone gave you a gift, you would respond politely.

They will say it's over or that the birthday hasn't come yet,

If he says after a while: I'll give you a bouquet this weekend, you will immediately feel that he is a good person.

It not only fosters relationships but also builds trust in just a few minutes.

2. Chow Tai Fook | Precise bulk copywriting sales formula

The mass messages we often receive are long paragraphs of text + emoticons. I believe we are all annoyed when we see this kind of mass messages. How can we generate transactions?

So it’s not that private domain is useless, it’s that there’s something wrong with your mass messaging copy.

There is a 4-step formula for mass copywriting. Step 1: Screening user portraits

Step 2: Give a short and true statement

Step 3: Give Him Instructions to Participate

Step 4: Communicate one-on-one with the corresponding customers

For example, Chow Tai Fook had a K gold necklace that was about to be sold, so it planned an event to boost consumption at Chow Tai Fook counters by properly configuring mass-sending copy.

Customers who like K gold necklaces have been labeled before, and their age and purchasing needs are known.

Did you buy K gold, yellow gold, jade or silver before? It records whether he was looking at a necklace, a bracelet or a ring.

So he screened these three types of customers, and there were about five to six hundred customers with the three labels.

Then he sent these people a group message like this:

Dear, haven’t you always wanted to buy a K gold necklace that suits you? Take a look at these models. Do you like them?

These are the ones we have been promoting recently. If you need them, please tell me and you will find them.

If you were this customer and you received this copy, do you think you could tell that it was a mass-sent copy?

I believe you can't feel it, but compared with the May Day big discount, such copywriting is definitely much more useful for the generous gifts. Because mass messaging is very precise, you really wanted a K gold necklace before, because it has already screened out the customers who need it.

Therefore, whether we are breaking the ice for the first time or sending mass messages, the core is still warmth and sincere service to our customers.

04 Conclusion

Private domain communities have been around for a long time, and more and more companies are building private domain architectures, but few companies can really make the communities efficient and easy to place orders.

This set of methods and strategies for the full cycle of transactions with private domain users helps us to continuously tap into the lifetime value of our customers according to the process. It naturally, cleverly and simply allows customers to go from initial unfamiliarity and rejection, to breaking the ice and letting down their guard, to explosive transactions, to continuous transactions, and even to advancement in their status to become our agency partners.

Author: Xiaobing who loves to study

Source: Little Cake by Love Research