Five operational frameworks for private domain traffic!

At this stage, for e-commerce bosses, acquiring customers may cost 1 million in promotion fees, but maintaining old customers only costs 200,000, so the cost of maintaining old customers is lower and the fission ability is stronger. Private domain traffic is not a new term, but it is a new way of playing

What is private domain traffic? It is the traffic that can reach users directly and repeatedly at low cost. It does not mean simply adding a friend or frequently sending advertisements to consume customers. It emphasizes more on warm service and humane emotional transactions, which is a more refined operation.

Therefore, the essence of operation is to manage the trust relationship with users. After understanding the inevitable trend and nature of private domain traffic, you may have a question?

So how do you make use of private domain traffic? Let me take you to sort out the entire operational process framework. Today we will talk about the systematic thinking.

What about the operational traffic of private domain traffic? It is roughly divided into two parts: traffic introduction and traffic operation. Traffic introduction refers to the continuous introduction of traffic from the public domain or other private domains.

Traffic operation in the private domain refers to the five steps required in the process of private domain traffic operation, which include traffic introduction, traffic operation, transaction conversion, sharing, fission, and repurchase of old customers. So what is the corresponding work in each link? Let’s look down next

First of all, the first node: traffic introduction. Traffic introduction can be divided into three sources: advertising traffic, content traffic and other traffic.

The most common advertising traffic is public welfare traffic, which is based on the algorithm display advertising of performance advertising search ranking platform, etc., such as paid traffic such as SEM information flow advertising, etc.

What about content traffic? It is mainly based on traffic in the form of short videos, live broadcasts, pictures and texts, etc. For example, free traffic from live broadcasts of goods on Douyin and Taobao

Other traffic includes traffic from various promotional activities and traffic from offline stores and offline advertising sources. By continuously developing and growing public domain traffic, we can gain maximum exposure and then guide traffic into the private domain.

The second node is the operation of private domain traffic. After introducing traffic into one's own private domain traffic pool through the public welfare traffic pool, it needs to be operated continuously to tap the value of users.

Operation methods mainly include three dimensions of content operation, such as public account content operation, community content operation, interactive video content operation, etc.

Event operation: live broadcast events, promotional events, group buying events, new product events, offline events, etc. are all possible.

Data-based operation: Use layered classification and labeling to manage users in a refined manner

The third node is the conversion of transactions. Realizing transaction conversion can be said to be a process of constantly building ladders for users. There are four main influencing factors from users’ understanding to interest in purchasing. They are interest, understanding, stimulating demand, establishing trust, and action cost. Each step affects the user’s purchasing decision.

The fourth node sharing fission is the most accurate way to expand private domain traffic. Because the intention of new customers generated through fission of old customers is the highest, that is to say, the private domain is the leverage of the public domain, and fission is the leverage of the private domain.

Why do we need to do fission to enter the private domain from the public domain traffic? For example, if your cost of acquiring traffic in the public domain is 100 yuan, and the users you bring just share it to generate fission, then your cost may become 50 yuan, so it can effectively reduce your customer acquisition cost.

The fifth node: Repurchase of old customers. To increase repurchase, many companies’ main method is to post advertisements in private domain traffic for promotion, but the constant bombardment of advertisements can easily cause old customers to have the so-called aesthetic fatigue, or even numbness to the activities, which will have an adverse impact on the product’s pricing system. In addition to continuous promotions, can we think about repurchase in a different way? In fact, the membership system is to let users apply for paid membership cards. Paid membership cards require users to pay a certain fee to become members, and then they can enjoy exclusive benefits and services.

The storage system is that the company uses various marketing methods such as free gifts for storage, free coupons for storage, etc. to encourage users to save in advance, and then bind users' future consumption habits through the membership system and the storage system. Whenever users have needs next time, they will come to you to consume.