How to manage private domain traffic and membership operations?

The cost of entering the second level has skyrocketed, traffic outside the business has entered, and search terms are confusing;

Conversion rates fluctuate, consumption continues to increase, conversion results are sometimes good and sometimes bad, and conversion rates are unstable;

Consumption is not going out, and there is no obvious increase in consumption display clicks. It is completely impossible to see that OCPC is running;

This is a situation we often encounter when running oCPC, so why does this happen?

If oCPC promotion is not effective, 80% of the reasons are due to the model.

Modeling is the soul of Ocpc. If there are problems in the accumulation of models in the first stage, it will be difficult to achieve good results in the second stage. It can be said that the basic factor that determines the quality of your oCPC is the model. Therefore, today we will focus on "How to model efficiently and stably" and talk to you about the timing of modeling, preparations before modeling, precautions for modeling, reasons for failure, etc.

1. Timing of model building

Building an oCPC delivery package does not mean that you decide to run oCPC tomorrow and then build an oCPC package and deliver it this afternoon. This requires us to make preparations in advance.

So when should we build the oCPC delivery package? This depends on the effectiveness of previous promotions, and we need to choose the appropriate time period and region to build our delivery package.

For example, if your performance on Saturdays and Sundays is very poor, with general leads, high costs and low conversion volumes, you insist on choosing Saturdays and Sundays to build packages. According to big data, the effect is actually not good. If your performance is good at night, you insist on building packages during the day to accumulate data. This is also unreasonable.

2. Preparation before building a package

Before building the package, it’s not that I want to run oCPC, I can just build the package directly. Before building a package, we need to organize the accounts first. Our account structure oCPC cannot be adjusted, so we need to adjust the structure manually first.

01. Creative Optimization We know that whether a bidding ad is clicked by users depends not only on its ranking but also on its creativity. Therefore, before building a delivery package, we must first optimize our creativity to at least make our creative click-through rate look acceptable. We should also highlight the selling points and direct benefits and describe them in the creative.

02. Keyword organization Keyword organization is very important. Many people have poor oCPC results because there is a problem with keyword organization, so the keywords must be organized.

3. How does oCPC achieve stable modeling?

01. Capture more accurate conversions

The data access method selects deep conversion behaviors, such as forms and three-sentence consultations. Do not choose shallow conversion behaviors, such as "clicking a button" or "consulting in one sentence", so that the model can be built more accurately.

02. Business settings are more precise

When establishing a plan, you need to choose a business. According to the characteristics of your own industry, you should choose the most suitable and most segmented industry business. Setting precise business for the plan can make the system allocate more relevant traffic to the plan.

03. More conversion data

During the data accumulation stage, try to accumulate as much conversion data as possible. The larger the conversion data base, the more accurate it is, and the better the effect of the subsequent intelligent delivery stage.

4. Modeling considerations

01. Pay attention to data verification. When building a package, we need to consider the time periods when our promotion is more effective, such as Saturdays and Sundays, evenings, and daytime. Choose the right time to check our data.

02. When binding the scope of targeted delivery, generally speaking, don’t throw all the plans into it, especially when some accounts promote multiple products, some products have a conversion cost of 150, and some products have a conversion cost of 50. It is obviously not reasonable to put them in one package at the same time.

Of course, sometimes we need to tie it together in order to advance to the second level, and we need to take it apart later.

5. What are the reasons for modeling failure?

01. Inaccurate conversion

For example, many travel agents use copying conversion buttons as a basis for adding followers. The data shows 10 followers, but the actual number of followers added is less than 10.

When running ocpc, it will collect the behavior of the conversion population, such as search terms, time periods, regions, and even historical searches and population attributes, which will lead to inaccurate conversion data.

02. Inaccurate industry

When we run the bidding ocpc, we must set the industry we are in and set the business scope of the plan as accurately as possible. Because once the conversion behavior occurs, it will be targeted at the industry.

03. Less accumulated conversion data

Generally, only when the conversion data reaches more than 15 in a single day or more than 90 in seven consecutive days can the conversion data be modeled. Of course, we cannot just pursue quantity here, quality is equally important.

Author: Houchang College

Source: Houchang College

1. Connect users

Build a connection platform, that is, a transaction platform supported by technical means, and a content platform system supported by various content platforms.

A community platform system supported by social networking and user services.

Private domain traffic is not a single method, but a combined matrix generated by multiple linking methods.

Use the customer digital system to effectively stimulate customer consumption potential

2. Online Services

Brand personality, personality IP,

The IP itself is a private traffic pool because it comes with its own traffic.

The traffic brought by brands and IP belongs to the flow of mind, that is, the flow of people's hearts. This is the most real traffic, but it is difficult to quantify. However, once discovered, it will feel very accurate and has high stickiness.

3. Sedimentation of data

The various touchpoints between enterprises and customers are often scattered across different business departments.

User experience is fragmented, and it is necessary to connect the system databases of various departments. Chimney-like functional systems will only form information islands, making it impossible to integrate data. If data cannot be integrated, it will be difficult to tap into its value.

Therefore, it also connects customers and bridges for enterprises

4. Incentive fission

The goal of business operation is to make a profit. The purpose of private domain traffic operation is naturally to realize cash, repeat purchase, refer new customers by old customers, realize cash, repeat purchase

Then why do people think that the WeChat ecosystem is private domain traffic operation?

This is actually because almost everyone uses WeChat. Even if they don’t make a purchase immediately after scanning the QR code, they will pay attention to it and slowly convert it. It is also easy to reach and interact multiple times, so everyone thinks that the WeChat ecosystem is private domain traffic, so we will focus on the WeChat ecosystem as the entry point.

The WeChat ecosystem is not just about public accounts and mini-apps, it also includes our personal WeChat accounts that we use for daily chats, as well as two newer platforms:

One is WeChat for Business and the other is Video Account.

To do a good job in private domain operations, no section can be left behind.

WeChat Ecosystem Tool Composition Diagram

WeChat public account usage:

1. CRM user retention pool

2. Content and product marketing

3. Private domain traffic operation position

4. Content dissemination media (dissemination content needs to be optimized)

Mini Program Mall/Member Center Purpose:

1. SCRM member terminal and backend management tools

2. User acquisition and fission marketing tools

4. User transaction channels

WeChat Business Applications:

1. Able to link user WeChat

2. Ability to uniformly manage deposited user assets

3. High operational efficiency and great customer experience

Purpose of corporate WeChat community: (for service-oriented enterprises)

1. Increase user stickiness

2. Marketing reach and active user attributes are very high

3. WeChat has the highest conversion efficiency among all ecological touchpoints

Video account and personal WeChat usage:

1. Need to be used in conjunction with WeChat for Business

2. Personal character creation to bring users closer

I have mentioned this matrix tool diagram when counseling many companies, but some friends still asked me, isn’t there live broadcast? What about private domain live streaming?

Private domain live streaming is essentially a way of monetization or a form of user reach. It can only be regarded as a monetization channel in the private domain flow. Please note that it is a channel rather than a matrix tool. Live streaming and private domains are interrelated and coexist with each other.

2. Management and positioning of private domain traffic

When it comes to business positioning, we have to mention two brands that have made remarkable achievements in private domain traffic operations in the industry: Luckin Coffee and Perfect Diary

Of course, these two brands are very controversial, and a search on the Internet shows that they are both each other's counterparts. It's really funny. Maybe they don't want to explain to the outside world anymore.

We will not delve into the reasons behind this, we will only analyze their business model.

Luckin Coffee

User retention: retaining customers through offline stores

User activation: Use corporate WeChat store groups to retain and activate users.

Transaction scenario: The core is offline stores

Private domain traffic operation tools: Enterprise WeChat + Mini Program + Community

Operational highlights: LBS community and user fission model

1. @Newcomers are welcome to join Ruixing Xingfu Lishe + receive group benefits; let users who join the group know how to receive group benefits and what the daily content of the group is, and clarify the purpose of the community

2. Inform the group of basic information and rules; inform the group of benefits and group norms, clarify the positioning of the welfare group, and manage the group atmosphere.

3. Daily product recommendations (text + product pictures) are published at 8:30 every morning: Good morning text + breakfast recommendations + pictures, with a mini program QR code attached. Scan the code to enter the nearby store to place an order

4. Follow the content of the official account, which will be released around 3 pm. The content includes new product launches, live broadcast reservations, discount benefits, etc.

5. Grab the discount money and win the drink coupons (text + mini program) from time to time, grab the coupons to attract user participation and promote orders.

TIP summary: Luckin Coffee’s private domain operations focus on private domain services

Its operational logic is an effective supplement to the improvement of offline store scenario-based services. It guides user repurchase and conversion fission by retaining users in private domains and fine-tuning operational management.

Similar brands: Watsons/Kids King/Cotton Times/Formosa Optical/only/MINISO

Perfect Diary

User retention: WeChat/WeChat Enterprise/Official Account Matrix

User activation: Community created by Chibi Maruko/Miko

Transaction scenario: The core is online transactions

Private domain traffic operation tools: Enterprise WeChat + Mini Program + Community

Operational highlights:

1. Strong brand promotion (celebrity endorsement + KOL promotion + perfect personality creation)

2. Brand DTC model

1. Focus on products and introduce product information in the form of sharing. There are many ways to share brand products

2. Official customer service number of a beauty brand (position indicated on business cards: member of the advisory group)

3. Bind to Moments: Moments format: copywriting + pictures

TIP summary: Perfect Diary’s private domain operations focus on private domain channel marketing

Its operating logic is to bring in accurate traffic through precise advertising, retain users by settling private domains, and at the same time use the carefully crafted amateur characters of Chibi Maruko-chan and Meiko to promote products, and incubate a large number of KOLs externally to help it bring products. Achieve quick transactions in private domains.

Similar brands: Adopt a Cow/Jane Eyre Yogurt/Xiao Ao Town/Hua Xizi and other new internet celebrity brands.

After analyzing these two representative brands, I wonder if they have inspired you?

Since Zixu comes from an offline entity background, I am good at specializing in my own field. I am more proficient in private domain service brands, but private domain channel marketing is not my area of ​​expertise, so my sharing is actually more focused on brands like private domain services!

It is recommended that partners in need can start from which micro-business industry and learn more about online promotion strategies, which may be helpful to everyone!

Author: Xu Zixu

Source: Zixushuosiyu