Does a catering brand need to build private domain traffic?

I haven’t talked about private domain for a long time, and I almost forgot that I am a community architect.

Now it seems that no matter what, everyone is very clear about what to do in the private domain. First of all, I have to make the "customers" mine! How to become one? Either join your WeChat group, join your WeChat friends queue, or become your loyal fan and cheer for you.

01. Is WeChat group enough?

In fact, it is definitely not advisable to directly replace high-quality products and services, customer interactions, and product iterations through private domains. In other words, those who say that private domains can help you revive, or help you achieve millions of revenues during the epidemic, either have preconditions or are lying.

The operation of private domain is exactly the same as that of WeChat business, occupying your circle of friends through chicken soup, beautiful pictures, and inspiration, and harassing you through private messages, making you feel annoyed. In the end, you may find that what you bought is a fake.

There is no worse experience than this.

Therefore, I would like to advise those friends who have not yet thought about the matrix not to just add friends, create groups, and attack indiscriminately in them. Everything should return to a sincere state, sincerely make products, and sincerely make friends.

02. Public domain is still the first step

The initial way for small restaurants to acquire customers is still to find a suitable public domain. Because there is no user base, it means that search, WeChat, Douyin, Dianping, and Meituan cannot see you. Just like the supporting role on the stage, not focused by the flash, or even hiding in the dark and not being seen.

Secondly, the 100 customers from 0 to 1 will not only see what they see, but also hope to discover treasures and explore your past. Therefore, once you have a customer, there are still several steps to turn her into a fan, but the prerequisite is that you have to make yourself famous first.

In my previous article on using Douyin to play with small restaurants, I explained that Douyin and small restaurants have formed a particularly good content + positioning model. Not only can you pique your interest by watching interesting videos, but you can also go directly to the store or place an order. Therefore, Tik Tok is still the first choice.

Dianping + Meituan is just a nominal account. You must have an account name of your own here. You cannot be searched on the vast Douyin platform, but people who want to order food can still find you on the food delivery platform. How to decorate your account, set up packages, learn the algorithm of this platform, and pay attention to every review are still your essential tasks.

Of course, Xiaohongshu, local life platforms, video accounts, etc. all have successful methods, but these still have requirements for the production of high-quality content. In any case, being able to attract traffic in the public domain at a time when private domains are prevalent is a very good start.

03. Basic steps to open private domain

Become a human being first.

The so-called personality has been somewhat ruined. In fact, brand anthropomorphism is essential. Small restaurants must eventually be loved by every living person, especially young people. Food actually connects the hands of restaurant workers to the stomachs of customers.

So you will like the uncle in the late-night canteen, the so-called foodies, the funny or funny people among food bloggers, and the same goes for brands. The so-called private domain is an action to let the brand truly come down from the altar, let the boss leave the office and walk into the customer base.

When a customer becomes a fan, she first wants to get to know you. We may fall in love with someone inexplicably, but in fact, we have reasons for loving him, whether it is because of his looks or the candies he feeds us. How to achieve it?

For example, this barbecue restaurant operates 3 accounts, corresponding to different characters and characteristics.

Cheese Fairy:

The label I define for her is a Wuhan girl who knows how to eat, play, and can be sweet or salty. In all our interactive groups and public accounts, she is a role in initiating activities and interactions.

Her avatar is an illustration of a little girl, a cute girl with glasses and long hair;

In her daily interactions, she communicates with customers in a girly and friendly way.

The character of "Yimiao", "Yimiao" plays the role of welfare officer in the entire Qingshao community operation; in the content planning of the circle of friends, it is more related to cats and food.

Boss account/Feng Ouba: He represents our brand more and has his own personal characteristics;

Therefore, when we start operating an account, a personal account is not just a store, but also needs to transform itself into a person with specific tasks through a nickname, avatar, tag, and circle of friends.

Secondly, the WeChat group settings also have design logic:

Take the barbecue brand for example. It uses “traffic groups, welfare groups, loyal fan groups, and interest groups” to attract customers – create surprises – continuous repurchases – life interactions – and tap into loyal fans. In fact, it selects the most accurate loyal fans step by step from the traffic groups.

Behind this, our interactions are more layered. Topics should be arranged in advance, and through topics you can better understand your customers' preferences and allow them to express themselves and be active.

• Interaction: red envelope rain & topic discussion & group code & holiday greetings & event announcements, etc.;
• Maintenance: Actively guide the topic within the group and respond to interactions in the group in a timely manner;

Many bosses have no content at all, and they want to build a social network and increase their fans right from the start. In fact, such traffic has no effect on the brand, but by constantly being active among your different groups of customers, you can cultivate user stickiness and make that user truly cherish the brand, just like fans and idols, who will support you, love you and care about you.

Okay, that’s all I’m going to talk about today. If you have any ideas or questions about how small restaurants can attract traffic in the public domain and deepen their business in the private domain, please feel free to add me on WeChat to chat.

Author: Sister Ting talks about operations

Source: Sister Ting talks about operations