What is the “5W1H” of private domain traffic operation?

In the era of e-commerce, traffic on public platforms is becoming more and more expensive, rents for physical stores are rising, and competitors are emerging in an endless stream. Whether it is the e-commerce industry, the education industry, the financial industry, or offline physical retailers, problems such as difficulty in user growth, high customer acquisition costs, difficulty in reaching customers, slow transactions and easy loss have become core issues affecting the rapid development of enterprises.

Under this circumstance, various industries are focusing on marketing strategies, striving to explore effective solutions and achieve market self-rescue. Especially after the outbreak of the new coronavirus pandemic in 2020, people have begun to pay more and more attention to the layout and management of private domain traffic. Many companies have achieved rapid growth in marketing performance with the help of private domain operations . Let’s look at a set of private domain case data:

• Watsons connected more than three million users with the help of private domain operations, and once set a record of GMV exceeding 10 million in a single day;
• Perfect Diary can generate more than 20 million in sales per month through its private domain operation model;
• Luckin Coffee has transformed its users into private users, with monthly consumption frequency increasing by 30%, weekly repeat purchases increasing by 28%, and MAU increasing by about 10%;
• Xibei successfully turned losses into profits with the help of the "private domain + community + live broadcast + mini program" operation mode. Private domain users contributed nearly 90% of Xibei's revenue during the outbreak period;
• Through 12,000 shopping guides across the country, Bosideng has accumulated more than 12 million customers on WeChat for Business, becoming the first brand in the apparel industry to exceed private domain users.

Private domain traffic is no longer a new term for brand merchants. At this stage, how to obtain more private domain traffic, how to improve the quality of private domain users, and how to use private domain operations to increase conversion rates and repurchase rates have become the focus of everyone's attention.

Today we will combine the 5W1H analysis method (also known as the "Six Why Analysis Method") to talk specifically about private domain traffic operations .

The so-called private domain traffic refers to private user traffic that can be reached at any time, freely controlled, repeatedly used, and used free of charge .

Basically all marketers like private domain traffic because it has low acquisition cost, high reusability, high loyalty, can bring greater profits to the company, and is a "renewable resource" that can be used multiple times.

The concept of private domain traffic is opposite to public domain traffic. Public domain traffic is also called platform traffic, which is the traffic obtained by enterprises from the platform. Public domain platforms such as Weibo, Douyin, Tmall, etc. have large customer traffic, but it is difficult for enterprises to obtain traffic and the cost of customer development is high.

Private domain traffic has relatively less customer traffic, but it can be reached at any time, has a high conversion rate and high user quality, so it has become increasingly favored by major businesses in recent years.

The essence of private domain operations lies in the fact that companies should be more user-centric, serve and operate users, continuously narrow the relationship with users , and enhance the user life cycle value, thereby achieving retention, conversion and repeat purchase.

2. When: When should you start private domain operations?

In 2019, the concept of private domain traffic emerged; in 2020, the private domain business model began to accelerate, ushering in the first year of the awakening of private domain traffic; after the turbulent year of 2020, companies have a stronger demand for digital transformation. There is no doubt that we are currently in a critical growth period of private domain traffic.

As the demographic dividend disappears and the focus of corporate marketing shifts from "incremental operations" to "existing operations" , many foresighted companies have begun building private traffic pools early on to compete for existing users.

According to data, 80% of the top 500 domestic companies have begun to build private domain traffic. In 2021, private domain traffic operation has become an inevitable trend in corporate marketing. Now is the best time to deploy private domain traffic. If companies do not speed up and actively participate in the layout of private domains, they may miss the private domain traffic dividend period.

Many companies that decide to deploy private domain traffic are faced with this problem: what tools should they choose to carry private domain traffic? Where is the more suitable place to develop private domain?

Many businesses also think that doing private domain business is equivalent to setting up a WeChat group, pulling users into the group for management, advertising, and other operations. In fact, this perception is very one-sided. In the past, we did regard the WeChat ecosystem as the main battlefield for private domain operations. However, problems such as account blocking, employees taking customers away, and low efficiency of group messaging often occurred on WeChat, which greatly affected the efficiency of private domain operations.

Nowadays, the tools and ecosystems for operating private domain traffic have matured, and more and more people are choosing to conduct private domain operations in the " Enterprise WeChat + SCRM tool " model.

Setting up a corporate WeChat account allows companies to have their own WeChat account, which can endorse the brand. With the help of corporate avatars, employee business cards, etc., the company's IP image can be quickly established. It can also communicate with WeChat data, breaking down the barrier to communicating with customers via WeChat.

The functional design of WeChat for Business also revolves around the private domain traffic matrix. It has functions such as contacts, communities, circles of friends, mini-programs, customer red envelopes, live broadcasts , etc., which can help companies quickly attract customers and efficiently operate and manage users.

In addition, WeChat for Business has functions such as on-the-job/off-the-job inheritance, quick replies, sensitive word settings, group messaging assistant, and conversation archiving , which can effectively solve the problem of private domain traffic in WeChat ecosystem operations. Compared with personal WeChat, WeChat for Business is more suitable for carrying private domain traffic.

In addition, Enterprise WeChat has opened more than one hundred API ports to support third-party service providers to provide vertical solutions for enterprises. Therefore, enterprises can choose the " Enterprise WeChat + SCRM tool " approach to operate private domain traffic.

Take the Tengjiang Enterprise SCRM tool for example. It is built on WeChat for Enterprises and has a wealth of tools for traffic acquisition, marketing conversion, and customer operation management. It can empower corporate private domain operations, help companies establish a sustainable digital marketing system, meet the company's private domain operation needs, and provide more scientific and reasonable solutions for different industries.

After solving the problems of what, when and what to use, how to start and who will implement it become difficult problems for many companies' private domain operations.

In traditional marketing, we contact customers through sales staff and serve customers through customer service staff and shopping guides. So, in private domain marketing, is contacting customers still sales’ job? Are operations and management of accounts equivalent to customer service?

If you want to know how to start private domain operations and who will implement them, you must first understand the company's purpose in doing private domain, how many conversions it will take, or within which period of time it will double the repurchase rate, etc. After figuring this out, you can start and implement the private domain based on the purpose.

How to start? Before starting, we need to make one thing clear: private domain operation is not the job of one person or one department, but requires the cooperation of the entire enterprise from management to grassroots, from bosses to employees . Therefore, in the context of the continuous improvement of Internet technology, companies need to speed up the digital empowerment of employees and improve their digital capabilities. With excellent digital talents as a foundation, starting private domain operations will be much easier.

The operating conditions of different industries and companies are different, so the strategies for private domain operations are also very different. When solving the problem of "who will implement the private domain operation", it is necessary to consider the company's own situation . Companies with a large number of users and a wide brand influence need to set up a private domain operation department to recruit and train professional operation talents to carry out private domain operations; while companies with small scale and few users can set up special posts for private domain operations.

5. Why: Why should users add you?

Why are users willing to enter the private domain and become your private domain traffic? This is the first thing to consider when conducting private domain traffic diversion.

Without a traffic pool, how can we talk about operation? Adding users is an important step in private domain operation, but why should users add you?

There are only a few reasons why customers are willing to add us: making them feel that your expertise can help them and that your services are what they need; making them feel that they can learn something from you; making them feel that they can get to know more people through you; making them feel that you and they have the same values ​​and that you can be friends and share resources; making them feel that you are their potential customer and that you may be able to use the products they sell.

In summary, customers are willing to add you actively because you can provide them with value. This value includes Q&A assistance, knowledge sharing, network reserves, value identification, and performance growth . Therefore, when setting up traffic-generating activities, companies can start from these aspects to build a traffic pool.

The same principle applies to achieving user retention. Companies need to combine enterprise WeChat and Tengjiang enterprise micro-tools to continuously provide value to users, such as providing interesting and professional content, meaningful topic discussions, regularly pushed promotional activities, benefits, etc., and combine customer tags and user portraits to understand user needs, and recommend the products and services they really need to users, so that users are willing to stay in your private domain pool .

As private domain operations continue to deepen, many businesses have begun to think about how to better operate users and extend their life cycle value. In the past two years, we have also summed up many feasible private domain strategies, such as: "Official Account + Vertical Media Platform + Enterprise WeChat + Moments", "Official Account + Moments + Enterprise WeChat + Customer Group + Mini Program", "Enterprise WeChat + Video Account + Official Account + Mini Program + Red Envelope", "Enterprise WeChat + Subscription Account + Live Broadcast + Red Envelope" and so on.

The key to building private domain traffic intensity lies in improving the company's private domain reach rate, single customer return rate and customer recommendation rate . That is, increasing the number of connected customers, the ability to reach customers with information, increasing the total value of a single customer over the entire life cycle, the customer's repeat purchase rate, and improving the ability to attract new customers from old customers and the brand's influence on customers in related fields. In addition to combining efficient operation tools to implement corporate private domain operation strategies and establish social private domain operation scenarios, companies also need to pay attention to using products as a medium to establish close relationships with users through products, forming an online and offline full-link private domain marketing growth closed loop.

It can be foreseen that private domain traffic operations will become the focus of corporate marketing in the next 5-10 years. Under the circumstances of increasing downward pressure on the economy and an unstable external environment, building a private domain traffic pool and activating existing users are crucial for the survival of enterprises.

Regardless of whether it is a company that has already laid out private domain traffic or a company that is preparing to do private domain, it should understand the six points of private domain traffic: " what, when, where, why, who, and how ", combine enterprise WeChat and Tengjiang enterprise WeChat tools to play with private domain traffic, and study a private domain strategy that is more suitable for itself.