The method of increasing WeChat account and fans’ hearts for private domain traffic!

After a lot of practice, learning, research, and analysis, I summarized a set of operational models for enterprise private domain traffic , namely: the enterprise private domain growth flywheel.

The "Enterprise Private Domain Growth Flywheel" model consists of 6 parts, or 6 stages, namely:

1. Hook add WeChat
2. Build trust through posting in the circle
3. Activities to create fission
4. Do more retention
5. Copywriting promotes transactions
6. Tag management

The details are as follows:

Regarding the "Enterprise Private Domain Growth Flywheel" model, I will elaborate on it in 6 articles. This article is the first one "Hook and WeChat". The "WeChat" here includes personal WeChat and corporate WeChat.

There are two ways to add followers on WeChat: active adding followers and passive adding followers.

Among them, active adding of fans means that you actively add users as friends, and passive adding of fans means that users actively add you as friends. Although there is only one letter difference, the gameplay and effects are very different.

Below, I will explain them one by one in detail and try to break them down for you.

1. Actively add fans

1. 7 ways to actively add fans

There are currently 7 ways to actively add followers in WeChat, which are:

• Search WeChat ID/mobile number/QQ number to add friends.
• Radar add friends.
• Add friends from your address book.
• Scan the QR code to add friends.
• Shake to add friends.
• Add people nearby as friends.
• Actively add friends in WeChat group.

Among them, the first six paths for adding fans are too inefficient, and most of them are already outdated. The seventh path is currently the most effective way to actively increase fans.

For the seventh active powder adding path, two problems need to be solved:

• How to find the target user group?
• How to improve the success rate of adding friends?

2. How to find the target user group

Here are 5 tips for finding groups that I often use:

(1) Join the course WeChat group

There are many free/paid courses on online course platforms such as Lizhi Micro Class, Tencent Classroom, and NetEase Cloud Classroom, and most of these courses have supporting learning and exchange groups. It should be noted here that you must find a course that is consistent with your target user group.

(2) Join industry exchange groups

There are many public accounts that are doing well in every industry, and many of them have established industry exchange groups. You can find a few communication groups in your industry to join, most of which are your target users.

(3) Join offline activity groups

If you search for industry keywords on Interactive Bar or Events, you can see many offline activities, which usually have corresponding WeChat groups. You can participate in more activities of this kind. Although the cost will be higher, the effect will be better.

(4) Join the Knowledge Planet group

There is a knowledge payment app called "Knowledge Planet", which I have been using for 3 years. There are many high-quality paid communities in it, most of which also have corresponding WeChat groups. You can search for industry keywords in the app to find a few to join.

(5) Search “join group” in Moments

If you have a reasonable number of friends, you can basically see various "joining the group" messages every day. You can also directly search for the keyword "joining the group" and you can find a lot of them.

Finally, please note that WeChat now has very strict control over personal WeChat accounts. Do not join multiple groups in a short period of time, otherwise your rights to join groups or be added to groups will be restricted, and in serious cases your account may even be blocked.

3. How to improve the friend adding success rate

There are also some tips on how to add people after joining the group, which mainly involve the following four issues:

(1) Make yourself familiar with the audience first

On the premise of abiding by the group rules, introduce yourself when joining the group, send out more red envelopes, interact more often, help group members solve problems, provide more value to the group, and let group members know that you are there first.

(2) Who to add proactively

It is best to proactively add those who have interacted with you, such as those who have welcomed you, received red envelopes from you, thanked you, @ you, taken photos of you, and exchanged a few words with you. These people have some affinity and a good impression of you, so the approval rate will be higher and they will not report you.

(3) Add friends 5 to watch

Under normal circumstances, after receiving your friend request, the other party will first look at your WeChat nickname, avatar, signature, album cover and circle of friends before deciding whether to approve it.

Therefore, you must not set anything like “visible for only three days”, and you must set your nickname, avatar, personal signature, and album cover well, and operate your circle of friends well. This is a prerequisite.

The specific methods of setting up and operating the vehicle will be shared in detail in the “Enterprise Private Domain Growth Flywheel” circle building trust section.

(4) How to add friends

I divide the words here into two categories:

One is to build relationships, for example, you and I are members of group xx, I was introduced by xx, and I am your fan;

One type is to discuss cooperation, for example, I have xx resources and want to cooperate with you, I have xx questions I want to ask you.

Finally, please note that you must not use follower-adding software, and you must not add too many people in a short period of time, otherwise you will be complained and removed from the group chat at best, or be directly restricted from adding friends or even have your account blocked at worst.

2. Passive Adding Fans

1. 4 elements of hook design

Like active fan addition, passive fan addition also needs to solve two problems:

• How do users find you?
• How to get users to add you on WeChat?

Let’s first talk about how to get users to add you on WeChat, that is, to give users a reason to add you, which is what we often call a design hook.

(1) Relevance

No matter what you give away, it must be strongly related to the products and services you sell, that is, you give away what you sell. For example, if I am engaged in private domain accompanying guidance, consulting, and training for enterprises, I will provide a tutorial on "Building High-Quality Personal IP", which is strongly related to the services I provide.

(2) Immediacy

No matter what you give, make sure users get it as soon as possible. For example, I will send the tutorial as soon as possible after accepting the user’s friend request.

(3) Restrictiveness

No matter what you give, if there are certain restrictions, such as limited time, limited quantity, limited price, or limited number of people, then users will be more motivated to add you on WeChat.

(4) Long-term effect

No matter what you give, you must make users look forward to the products or services you provide, that is, give customers a reason not to delete you. For example, I share private domain information on WeChat Moments every day, and many friends have reported that they can gain a lot just by reading my WeChat Moments every day.

If the hook you design can perfectly include the above 4 elements, then your drainage effect will definitely be good.

2. 7 channels for passive fan increase

Next, let’s focus on the issue of how to get users to find you.

Regarding this issue, I divide the passive fan-adding channels of personal WeChat/corporate WeChat into 7 major categories, namely:

• WeChat Private Domain
• WeChat Public Domain
• Content Public Domain
• E-commerce public domain
• Advertising Public Domain
• Search public domain and offline public domain

(1) WeChat Private Domain

WeChat private domain mainly includes: Moments, official accounts, WeChat groups, enterprise WeChat, mini programs, and video accounts (only for followers).

This section mainly discusses how to direct users of official accounts, WeChat groups, and mini-programs to personal WeChat or corporate WeChat.

① Official Account

There are mainly three methods: new follow-up reply, menu bar, and adding contact information (WeChat ID or QR code) in tweets.

② WeChat group

For users who directly identify the WeChat group's active code to join the group, group announcements and other forms can be used to remind users to add the company's personal WeChat or corporate WeChat. It is best to have a hook to cooperate.

③ Mini Programs

Take the “Watsons Mini Program” as an example.

The first step is to guide users to click on the avatar for consultation on the mini program homepage.

The second step is to send the corporate WeChat QR code and use the hook to guide users to add friends.

In addition, companies can also use existing WeChat private domain users to carry out various forms of fission and new customer acquisition activities. This part will be shared in detail during the "Enterprise Private Domain Growth Flywheel" event.

(2) WeChat public domain

The public domain of WeChat mainly includes four parts: WeChat Search, Kankan, Video Account, and the private domain of KOL/KOC.

Applicable to: Almost all industries.

①Search on WeChat

In December 2019, WeChat search was officially upgraded to “WeChat Search”.

There are 7 main entrances:

• Top of the session window
• Discovery Page
• Long press the text or picture on the chat page
• Public account articles
• Long press text or image in H5
• Keywords with # (such as private chat, group chat, group nickname, circle of friends, etc.)
• Local keyboard search Lenovo recommendation

Currently, WeChat Search supports 16 tabs, from left to right: All, Moments, Videos (Official Account Videos + Video Platform Mini Programs), Official Accounts, News, Mini Programs, Video Accounts, Articles, Encyclopedias, Live Broadcasts, WeChat Index, Reading, Music, Emoticons, Products, and Q&A. The content comes from four platforms: WeChat, Sogou, WeChat Reading, and QQ Music, as well as numerous mini programs.

Gongzi predicted that in the future, WeChat Search will be connected to more and more platforms, the search ecosystem will become richer and richer, the search value will become higher and higher, and the effect of attracting traffic to personal WeChat/corporate WeChat will become better and better.

Therefore, it is necessary for you to do WeChat SEO well and improve your search ranking from the following 4 aspects.

a. Certification system

Verified accounts will have a higher search ranking.

Currently, official accounts support WeChat authentication and personal authentication, and video accounts support corporate authentication and personal authentication (professional authentication and interest authentication). It is recommended that you complete the certification as soon as possible if you meet the corresponding conditions.

The young master has completed the personal certification of the "Private Domain Zhang Gongzi" public account and video account.

b. Keyword deployment

Accounts and content with more precise keywords will have higher search rankings.

Keywords can be deployed from four dimensions: nickname, introduction, title, and content of the official account and video account.

There are two concepts involved here, core keywords and long-tail keywords. For example, for private domains, "private domain traffic", "private domain operation", and "private domain traffic operation" can be said to be core keywords, while "private domain assets", "private domain gameplay", "private domain cases", and "private domain marketing" can be considered long-tail keywords.

Therefore, be sure to prepare a list of keywords for your industry or field, sort them according to their relevance to accounts or content, and finally focus on selecting words that reflect user needs and ensure that these words are used frequently enough (you can refer to the WeChat Index).

c. Follow or View

The content of the accounts you follow or have viewed will be ranked higher in the search ranking.

d. Content value

Accounts or content with high content value will be ranked higher in search results.

To judge whether an account and content are valuable, we can start from several dimensions, such as:

• The number of followers, readings, likes, views, shares, favorites, and comments of the public account.
• The number of fans, views, likes, comments, and shares of the video account.

If your content has good data in these dimensions, the search ranking will definitely be high. The "Internet elites are watching" that we often see are recommendations based on the value of the content.

Only by doing well in the above four aspects can your account and content have more opportunities to be displayed in front of users, attracting them to follow your official account and video account, and then under the temptation of the hook, add your personal WeChat or corporate WeChat.

Regarding WeChat search, in addition to SEO, the brand official area is also worthy of special attention.

It is equivalent to the SEM of traditional search engines, but you don’t have to spend any money. As long as you meet the corresponding requirements of WeChat, you can apply for it for free, and the corresponding keywords will always be displayed in the first rank.

I will not go into details about the brand’s official area here. If you are interested, you can log in to the official account backend and find out by “Search on WeChat”. You can also search directly for "WeChat Development Documentation" and learn more in "Introduction - Search Access Guide".

Below, I will take Mr. Gong Wenxiang’s brand official area as an example to give a brief explanation.

Mr. Gong Wenxiang's brand official area mainly includes 5 parts:

• Self-introduction component (name, picture, tag and WeChat index data)
• Video account live broadcast component (live broadcast preview, reservation)
• Encyclopedia component (Sogou Encyclopedia)
• I publish components (video account content)
• Social account components (official accounts, video accounts)

As long as users search for "Gong Wenxiang" on WeChat, Mr. Gong Wenxiang's brand official area will be displayed and will be displayed first. Through this, Mr. Gong Wenxiang can convert potential users in the public domain of WeChat into private domain users, and accurately direct them to official accounts, video accounts and personal WeChat.

②Take a look

Compared with Soso, Kankan is relatively simple, with only two page tabs: Friends Are Watching and Hot Spots Plaza.

Let’s take a look at the method of guiding users to add WeChat. It is also relatively simple. Just guide users to click “Reading” at the end of the official account article, and then in the Friends Are Reading and Hot Square, guide users to click to read through the title, cover and friends’ recommendations, and then guide users to follow the official account, personal WeChat, etc.

③Video account

Currently, there are three main locations for video account traffic and WeChat, namely: introduction, link below the video account content, and video account live broadcast.

• Introduction: Just leave your WeChat ID.
• Link below the video account content: guide users to add WeChat in the link.
• Video account live broadcast: During the live broadcast, guide users to add WeChat; display the official account in the live interactive area (prerequisite is to bind first), and users can directly jump to follow after clicking, and then guide them to add WeChat.

④KOL/KOC’s private domain

Other people’s private domain is your public domain. In the WeChat ecosystem, other people’s private domains are mainly their friend circles, public accounts and WeChat groups.

a. Moments and public accounts

There are three main methods: mutual promotion, paid promotion, and word-of-mouth recommendation.

• Mutual promotion: that is, you and the other party recommend each other in the circle of friends and public accounts, which is often called exchanging fans.
• Paid promotion: that is, you place advertisements in the other party’s circle of friends or official account. Please note that you must choose an account that is similar to your target users for delivery.
• Word-of-mouth recommendation: that is, the other party actively and free of charge recommends you in his circle of friends, official account or even community. The premise here is that you or your content must be highly recognized by the other party.

b. WeChat group

On the premise of complying with the group rules, there are four main methods: introducing yourself, sending more red envelopes, providing value, and providing benefits.

Self-introduction: Most KOL/KOC WeChat groups are paid groups. After joining the group, they will ask you to introduce yourself as soon as possible. You can prepare a template in advance, including nickname, city, industry, position, achievements, business, needs, resources and other information. It is also best to include a red envelope and a personal photo.

Every time I send out my self-introduction, many group members who are interested in me will actively add me as a friend.

Send more red envelopes: There are many scenarios for sending red envelopes in a group, such as during the Chinese New Year, to thank the group owner for organizing activities or sharing, to thank group members for sharing, etc. As long as you want to post, you can find any excuse.

Giving out more red envelopes shows that you are rich on the one hand, and on the other hand it shows that you are generous and grateful. No one doesn't like dealing with people who are both rich and grateful.

However, you should pay attention to your actual situation and not try to be too boastful.

Provide value: When joining communities and circles, the most important thing is to provide value first, which is altruistic thinking. Benefit others first, then benefit yourself. You can share more valuable content in the group. For example, I have been sharing private domain related reports in the group every day recently. If you share more, people will naturally link to you.

Provide benefits: This refers to the hook mentioned above. When you interact with group members in the WeChat group, you can hint at the right time that adding you as a friend can get xx products, services, courses, information, etc. for free. Please note that you must grasp the timing well and do not give people the suspicion of advertising.

Here, companies should pay special attention to the IPization of employees and value every employee, because their friends in their circle of friends are the users closest to the company.

(3) Public domain of content

The public domain of content refers to content platforms, content social platforms and content e-commerce platforms other than WeChat, mainly including Douyin, Kuaishou, Bilibili, Xiaohongshu, Zhihu, Toutiao, Weibo, etc.

Applicable to: Almost all industries, but mainly companies with professional content teams.

Here we focus on introducing the guidance and WeChat skills of the three platforms: Douyin, Xiaohongshu, and Zhihu. Content operation and hot-selling creation skills are not within the scope of this article.

①TikTok

Currently, there are four main locations for Douyin to attract traffic and add WeChat, namely: introduction, comments, private messages, and fan groups.

• Introduction: Pay attention to the optimization of the writing of "WeChat", such as "VX", "V", "徽❤", etc. In addition, the Douyin account can be consistent with the WeChat account.
• Comments: The prerequisite is that the content must be good. You can prepare a few small accounts in advance and use the small accounts to leave messages in the comment area to reply to the WeChat account.
• Private message: The prerequisite is that the content must be good. When users consult you, you can guide them to add WeChat friends.
• Fan Group: Douyin now has a fan group feature that can guide users to add WeChat friends in the fan group.

② Xiaohongshu

Currently, there are two main ways to attract traffic to Xiaohongshu and add WeChat, namely: comments and private messages.

In the specific operation, we should pay attention to a few points, such as:

• Just like Tik Tok, the writing of “WeChat” needs to be optimized.
• It is best to prepare a template for the WeChat account in advance, for example, by dividing it into several segments of numbers, or simply writing it by hand and taking a photo to send to the user.
• Don't just keep sending the same message, be flexible in your tone of voice.
• The small account asked in the comment section, "Can we communicate privately?" The big account replied "Yes", guiding the user to send a private message for consultation.
• Guide your fans to actively tell you their WeChat ID.

③ Zhihu

Currently, there are two main places on Zhihu to attract traffic and add WeChat, namely: answers (in the article, at the end of the article) and personal homepage.

Take one of my friends, Boss Guo, CEO of Dangxing Academy, for example. He has 167,000 followers on Zhihu and nearly 700,000 likes.

Each platform has its own rules, style, tone and unique way of presenting content, and correspondingly has different ways of attracting traffic. In order to achieve better results in increasing fans, you must first abide by the rules and methods, and then output high-quality content that matches the style and tone.

In addition, when using WeChat account, be as covert as possible to avoid being blocked.

(4) E-commerce public domain

The public domain of e-commerce refers to third-party e-commerce platforms, mainly including Tmall, Taobao, JD.com, Pinduoduo, Vipshop, Suning.com, Amazon, NetEase Yanxuan, Xianyu and other platforms.

Applicable to: Enterprises that have opened stores on third-party e-commerce platforms.

There are four ways for e-commerce public domains to guide customers to add WeChat, namely customer service conversations, receiving red envelopes, text messages and phone calls, and DM cards.

①Customer service conversation

It means guiding users to add WeChat on the chat page between customer service and users (such as Aliwangwang).

When guiding people to add WeChat, pay attention to the timing. Here are two recommendations:

• One is, after consultation but before purchase, you can use coupons as hooks to attract customers to add WeChat;
• Another way is that after purchase but before delivery, you can use hooks such as gifts, samples, and trial opportunities to encourage customers to add WeChat.

At the same time, you should also pay attention to the details of the wording, for example: do not put the WeChat ID in the first sentence of the automatic reply, do not send it together with other shortcut phrases, do not use too many words, replace the word "微信" (such as wei信, weixin, V❤, 崴信, etc.), and keep the WeChat ID as simple, easy to remember and write (such as no English, capital letters, etc.).

②Receive red envelope

Regarding this method, I would like to share with you a practical case that a certain women's clothing brand has been using and has achieved very good results.

The first step is to create a very eye-catching red envelope activity on the Tmall store homepage, with the title "Share 20,000 yuan in cash red envelopes every day" which users can see as soon as they enter the store.

In the second step, after the user opens the red envelope, he can not only see the winning amount of the red envelope, but also see an introductory sentence "Add the store owner's WeChat ID xxxxx to receive it", and a 20-yuan no-threshold coupon is attached below.

The third step is that after users add WeChat friends, they will be sent red envelopes and guided to use no-threshold coupons for consumption.

These three simple steps not only efficiently direct targeted users to WeChat, but also improve conversion rates. It is said that this brand achieved sales of 60 to 70 million yuan last year by feeding back to Tmall through WeChat.

③ SMS and phone calls

Although the overall opening rate of text messages is relatively low now, if used properly, it can also have a certain effect in increasing fans.

Here we have to mention the five elements of sales talk, namely: hello, who am I, what value do I provide, scarcity, and prompting action.

Let's look at a case:

Hello xx (hello), I am the spinning coach of xx gym (who am I), congratulations on winning a spot in the 30-person spinning class (what value + scarcity do I provide), add VX: xxxx, and you can have a free experience (encourage action).

It should be emphasized here that it is best to send a text message immediately after the user places an order, and use it in conjunction with a phone call, because this will have a better guidance effect.

The specific process can be: first, the mobile phone number actively adds the user to WeChat, then a text message is sent, and finally a phone call is made.

Considering the high operating cost of telephone communication, it is recommended to focus on three types of users:

• Product users for whom after-sales service is important
• Users with higher average order value
• Old User

In addition, there is good news about SMS recently. SMS links can directly jump to WeChat mini-programs, which means that the user's operation path has been greatly shortened.

This means that WeChat mini-programs are no longer limited to traffic sources within the WeChat ecosystem, and also increases the value of SMS marketing to a certain extent.

④DM card

The so-called DM card is the parcel card inserted in the express delivery received by the user. You should be familiar with it.

There are three main types of DM cards: red envelopes, envelopes, and postcards.

The card should be designed with texture and be eye-catching in style, otherwise it will easily be overlooked when the user unpacks the package.

At present, most e-commerce companies are using this method, and the conversion rate is generally between 5% and 15%.

Next, let’s take a look at the case of Perfect Diary using DM card to add WeChat.

1. After purchasing Perfect Diary products, there will be a DM card with “Guidelines for Receiving Red Envelopes” in the package.
2. Users follow the prompts and follow the "Perfect Diary" official account.
3. A live code page pops up, prompting users to add "Xiao Wanzi"'s corporate WeChat (originally personal WeChat).
4. After adding WeChat for Business, you will receive guidance on joining the group, mini-programs, and group chat invitations.
5. Scratch the layer, enter the password in the mini program, and receive the red envelope.
6. Click on the group chat invitation link to enter the Xiao Wanzi Wanmei Research Institute WeChat group.

You see, with a DM card, you can successfully follow the official account, add the corporate WeChat, join the WeChat group, and become a mini program user. Maybe you will even place an order in the mini program mall.

In addition, Daily Black Chocolate has also done a good job in the DM card. Through a series of optimizations such as "Get Black Chocolate + QR Code for Free", they have increased the scanning rate from the previous 2%-5% to 8%-15%, and the effect of adding WeChat has been greatly improved.

Regarding the e-commerce public domain guidance to add WeChat, I would like to add one more thing. E-commerce platforms are very taboo about this, especially the Alibaba system. Therefore, you can focus on researching text messages, phone calls and DM cards, and try to use customer service conversations and receiving red envelopes as little as possible, especially for large-scale companies, as the risks are much greater. If you are a small business, you can give it a try.

(5) Advertising public domain

The advertising public domain in this article specifically refers to the Tencent advertising public domain, which mainly includes WeChat advertising, QQ and information flow advertising, news and video advertising, and premium advertising.

Among them, WeChat Moments ads are currently the most popular advertising product among companies and have the highest conversion data.

Applicable objects: Applicable to the vast majority of enterprises, mainly in the beauty, clothing, chain restaurants, food and beverage, 3C home appliances, department stores, fresh food, maternal and child care, daily chemicals, liquor, tea, pets and other industries.

In the advertising public domain, there are three main links to guide users to add WeChat:

• Advertising reach → Add corporate WeChat/personal WeChat
• Advertisement reach → Follow the official account → Add corporate WeChat/personal WeChat after following
• Advertisement reach → Brand mini program → After placing an order, guide to add corporate WeChat/personal WeChat

Many companies that are doing well in private domain operations have made use of the precise delivery of WeChat Moments ads, such as Daily Black Chocolate, Feihe, Afu Essential Oil, Tim Hortons, FILA, etc.

Here we take Daily Dark Chocolate as an example.

By placing ads in WeChat Moments, it accurately reaches healthy, fashionable, and young women aged 18 to 30, mainly in first-tier cities such as Beijing, Shanghai and Guangzhou.

At the same time, combined with fan sharing in Moments, interaction with core fans on corporate WeChat, product information release on brand public accounts, and a differentiated multi-channel layout of offline stores and e-commerce platforms, it has currently accumulated about 100,000 private domain users, and the monthly business of the mini program has increased by 4 times.

Although the conversion data of Moments ads is relatively good, I would like to remind you here:

There are various ways to display Moments ads, and each requires different materials and specifications. In addition, it takes a certain amount of time to become proficient in the Tencent advertising backend.

Therefore, it is recommended to systematically study the relevant courses of Tencent Marketing Academy first, or seek help from professional Tencent advertising optimizers (such as Tencent advertising employees, Tencent advertising agents) to achieve the best results at the lowest cost.

(6) Searching the public domain

The public search domain refers to search engines, mainly including Baidu, 360 Search, Sogou Search, etc. WeChat search has been discussed in the previous article and is beyond the scope of this section.

Although with the rise of platforms such as WeChat Search, Toutiao, Douyin, Kuaishou, Bilibili, and Xiaohongshu, the traffic of search engines has declined seriously.

But it is undeniable that the traffic in the public domain search is still huge, especially Baidu, which is still one of the main channels for us to learn about various information, news, products and services.

There are two ways to search the public domain to guide people to add WeChat, namely search engine marketing and search engine optimization, namely SEM and SEO.

I won’t say much about SEM, it’s just about using money to buy keyword bidding rankings.

Here we will focus on Baidu SEO, which is the rules for Baidu to collect and screen content, which mainly include four key points: platform, content originality, content activity, and keywords.

① Platform

• Baidu series products are preferred, such as Baidu Tieba, Baidu Knows, Baidu Wenku, etc.
• Second choice is the platform invested by Baidu, such as Zhihu;
• Finally, choose comprehensive websites and vertical websites with relatively high weight, such as Sina, NetEase, Sohu, Sina Blog, Douban, etc.

Here I would like to recommend Zhihu and Sina Blog.

The former does not prohibit diverting to WeChat (but it is best not to directly put the QR code and WeChat account, you can put the official account), and the ranking is very high. For example, when I searched for "Private Domain Zhang Gongzi" on Baidu, the first one that came out was my Zhihu homepage.

The latter has a high inclusion rate and does not cost any money. As long as the number of posts is controlled, hard advertising will generally not be blocked.

②Degree of originality

Although Baidu's current behavior is a bit ugly, it will still give priority to screening original content and providing it to users. So whether it is your own website or other websites, the content published should be original.

③Activity level

Baidu will give higher search rankings to platforms and content with high activity. The activity here refers to the frequency of content updates, click-through rate, forwarding rate, reading volume, number of comments, etc. Therefore, if it is your own website, while ensuring a certain update frequency, you should also do some appropriate data collection, such as pushing the post yourself.

④Keyword deployment

Be sure to prepare a list of keywords for your industry or field, sort them according to their relevance to the website or content, and finally focus on selecting words that reflect user needs and ensure that these words are used frequently enough (you can refer to the Baidu Index).

Finally, let me add one more sentence. Search public domain is a traditional traffic channel. Even now, if SEM and SEO are done well, it can easily bring long-term and stable traffic, and more than 90% of them are potential users, so don’t ignore this channel.

(7) Offline public domain

Offline public domain traffic generation and WeChat mainly refers to adding corporate WeChat or personal WeChat through stores, ground promotion, and one-to-one code.

Applicable objects: Enterprises with offline stores and physical products, mainly in the beauty, clothing, chain restaurants, food and beverage, 3C home appliances, department stores, fresh food, maternal and child care, daily chemicals, supermarkets and other industries.

①Stores

Stores are the easiest way to attract users to WeChat, and any user who is willing to add WeChat is an accurate user, so it is very important to make good use of stores to add WeChat fans.

If you want to increase the number of fans in your store, you must consider three factors: materials, activities, and shopping guides.

a. Materials

Be sure to place the QR code in a prominent location in the store, such as:

• Place a roll-up banner at the door so that users can see it as soon as they enter;
• Place QR codes next to the hot items of the season to increase user attention and the probability of scanning the code;
• Place a QR code on the cash register to remind users to add WeChat after payment;
• Put QR codes on table cards, posters, menus, tote bags, payment slips, and everything else that users can touch.

It should be noted here that in addition to the QR code, it is best to add some thoughtful copywriting, such as the case below.

b. Activities

In addition to materials, what is more important is to give users a reason to add WeChat actively - activities and privileges.

For example, new store opening, new product launch, holiday activities, etc., only WeChat friends can participate in the activities. Adding WeChat friends can deduct 10 yuan in cash, adding WeChat friends can get 20% off the first order, adding WeChat friends can get a free dry cleaning opportunity, etc.

It is important to note here that whether it is an activity or a privilege, it must be a method that users are willing to accept.

c. Shopping guide

Store guides are also very important because they can directly influence the number of followers. Therefore, in addition to considering the needs of users, we must also find ways to motivate shopping guides.

On the one hand, shopping guide training must be carried out before the event, especially training on sales talk, so that every shopping guide is very familiar with the entire event implementation plan and the sales talk in each link.

On the other hand, it is necessary to set up a shopping guide incentive policy that is directly linked to the increase in fans.

② Ground promotion

The so-called ground promotion is to organize offline scanning activities to attract fans accurately. Please note that they are precise fans, not general fans. The more precise the fans are, the easier it will be to convert them later.

To do a good job in ground promotion, you must consider five factors: crowd, venue, time, materials, and personnel.

a. People, venue, time

The venue and time are directly determined by the crowd. The places and times where the crowd often appears are the precise venues for ground promotion.

One thing we should pay attention to here is that the choice of venue is not based on the flow of people, but on whether people will stay or wander around a certain place.

After determining the alternative venues, we must first visit the relevant venues to check out the actual local conditions. Remember to communicate well with the person in charge of the relevant venues to find out what precautions are required. You can also consult the relevant person in charge on issues such as traffic flow.

This is of great help to us in material preparation, personnel division of labor and other tasks, and can largely avoid pitfalls, that is, avoid the embarrassing situation of the venue not allowing ground promotion.

for example:

• Some university campuses do not allow outside propaganda teams to enter, and some universities have particularly strict security.
• Some high-end residential areas are difficult to enter, and some property management or neighborhood committees will confiscate tools and impose fines.
• Some shopping malls require venue fees to be paid in advance.

Finally, when choosing the final venue, we also need to pay attention to one point, that is, we only need to choose a relatively good venue for a ground promotion. This will maximize the concentration of limited manpower, material and financial resources to achieve the best ground promotion effect.

b. Materials

After the venue is determined, the next step is to prepare relevant marketing materials.

Including but not limited to tables, chairs, tents, banners, spray-painted tablecloths, leaflets, business cards, roll-up banners, KT boards, T-shirts or vests, trial packs, and small gifts that are strongly related to the crowd and venue, etc., depending on the actual situation of the ground promotion.

c. Personnel

After the materials are prepared, the next step is to determine the field sales personnel and division of labor, which needs to include three types of personnel: fixed personnel, mobile personnel, and field control personnel.

• Fixed staff: mainly responsible for shouting, introducing products, guiding people to scan QR codes to add friends, distributing gifts, etc.
• Mobile personnel: mainly responsible for patrolling and propaganda by lining up and holding QR code KT boards.
• Site control personnel: mainly responsible for controlling the overall situation, supervising work according to the pre-arranged division of labor, and making flexible adjustments based on the actual situation on site.

Next, let’s take a look at a case study of a new brand of tissue paper that was marketed door to door and set up stalls.

Sweeping the floor:

1. First, list the names of the residential areas to be scanned and calculate how many pages are needed;
2. Then design a flyer page with the slogan "Scan the QR code and add WeChat friends to receive 3 packs of tissues for free, free shipping";
3. Each part-time staff member is then assigned the communities and number of flyers he or she is responsible for; finally, commissions are awarded based on the flyers distributed and WeChat data.

Stall:

Set up stalls in residential areas and parks, and set up activity rules in advance. For example, if you play a small game and win free tissues after success, the purpose of this is to get users involved and make them feel that the tissues are earned through their hard work.

Effect of offline marketing: Every time this tissue brand conducts offline marketing activities, it can effectively attract 400+ precise users.

③One item, one code

You may have heard of the one-to-one code concept, but you may not be clear about what it is or how to use it. Let me give you a brief introduction.

The so-called one item one code means that each product has a unique QR code.

Through it, enterprises can easily achieve anti-counterfeiting and anti-counterfeiting, universal traceability, anti-channelling logistics, scan code rewards, interactive marketing, information collection, private domain sedimentation, precision marketing, etc., enabling enterprises to expand the market in a targeted manner, detonate at a fixed point, adopt a policy for each place, and share traffic, thereby driving the increase in sales, doubling of fans, and reduction of costs.

One code for one item can be regarded as a powerful marketing tool for enterprises in the new era.

So, how do you use the one-item-one-code system? Below I will briefly describe the whole process, which can be roughly divided into 5 steps.

1. Users purchase products that are printed with a unique ID.
2. Open WeChat and scan the QR code.
3. Users participate in interactive activities (such as shake, big wheel, etc.) and then enter the lottery.
4. The one-to-one-code platform awards rewards to users based on their WeChat user identity information.
5. Guide people to follow public accounts, personal WeChat, corporate WeChat, join groups, etc.

Recently, I have been deeply studying the private domain operation case of Daily Black Chocolate. Let’s take it as an example below.

Since Daily Black Chocolate has already carried out a large-scale offline layout, with the number of offline terminals reaching 100,000, it has a very solid foundation for carrying out the one-item-one-code campaign.

Daily Black Chocolate changes the content displayed after recognition every day while keeping the code unchanged, so that users can get new surprises every day when scanning the code, including but not limited to receiving discounts, playing games, adding WeChat, etc.

Because this code is very interesting, users spontaneously shared the code to WeChat groups and invited friends to scan the code to see what content they could scan. This naturally formed social fission, helping Daily Black Chocolate to add a large number of private domain users.

In fact, in addition to the 7 major channels mentioned above, there are many other channels for adding fans, such as QQ and PDF, etc., but because they are too niche, I will not elaborate on them.

Moreover, although there are many channels, not every one of them may be suitable for you. You must fully consider your own situation and find the one that suits you best at the moment.

In addition, I would like to emphasize that skills can only add icing on the cake, but cannot provide timely assistance. Your content, products and services are the most important. This must be kept in mind!

3. Conclusion

“In the jungle of competition, enclose a piece of land, cultivate it carefully, and it will bear fruit and grow into a towering tree.”

Although I don’t know which teacher said this, this sentence is definitely a classic description of WeChat private domain traffic.

At the same time, this sentence also tells us that adding WeChat is not the end, but the beginning. After that, we still have a lot to do.

Private domain operation is a labor-intensive job. Only by continuously carrying out a series of refined operation measures can we establish long-term and loyal friendships with users.

This process may require getting up early and staying up late, and being exposed to wind and sun. It may be very tiring and hard, but the results and gains will definitely be very gratifying.

I really hope that the land you have circled in the jungle of WeChat can grow into towering trees or even a forest.

come on! mutual encouragement!

Author: Private Domain Zhang Gongzi

Source: Private Domain Zhang Gongzi