How to build private domain traffic on WeChat for enterprises?

When it comes to live streaming sales, Lao Luo’s “Make Friends” live streaming room must be on the list. In fact, his private domain traffic is also very well built. This article will analyze from four aspects how "Make Friends" can grow in the WeChat ecosystem, and how to divert WeChat traffic to Douyin, so as to bring new traffic to its Douyin live broadcast. I hope it will be helpful to you.

Today I would like to share with you the fission case of Lao Luo-Jia Ge Pengyou, and see how they built a growth closed loop of corporate WeChat + Tik Tok + community + official account.

We all know that Lao Luo is doing very well in selling products and has already ranked among the top three on the list, but how much do you know about how he builds his private domain traffic?

How can Jiao Ge Pengyou achieve growth in the WeChat ecosystem, and how can it divert WeChat traffic to Douyin to bring in a steady stream of new traffic for its Douyin live broadcast?

1. Fission growth and monetization closed loop

To understand how Jiao Ge Pengyou builds its private domain traffic, we must first look at its fission growth and monetization closed loop.

• Attract new users and generate fission: quickly build a private traffic pool for WeChat Enterprise through the fission gameplay of WeChat Enterprise customer service account;
• Growth and diversion: During the fission process, guide the users of enterprise WeChat fission to enter the enterprise WeChat group;
• Quick monetization: Push official account articles and live broadcast content in the enterprise WeChat group to attract users to the official account and Douyin live broadcast room to complete quick monetization.

2. WeChat for Business attracts new members

1. Fission Path

• Users see the event poster and are attracted by the prizes and titles on the poster;
• Scan the QR code on the poster and add the corporate WeChat customer service number, which will automatically push the event copy and exclusive poster;
• Users share the posters to their friends or social groups, inviting friends to help them;
• Complete the task target, fill in the delivery address, and receive the prize.

After looking at the user fission path of Jiao Ge Pengyou, let’s analyze two other important factors of fission activities: prizes and posters.

2. Event prizes and posters

Prize Selection Features: Universal

When choosing prizes, we must follow two principles: user needs and our own business!

The users of Jiao Ge Pengyou are people with shopping needs. Judging from the content of their live broadcasts, most of them are young people, so it can almost be understood that young people with shopping needs have a relatively wide user group, so when choosing prizes, they choose universal and popular prizes.

Such as Coke, wet wipes, hand sanitizer, trash cans, hot pot, Didi taxi coupons, these are all used by young people in daily life. If the user group is a specific group of people, such as parents of children aged 3-8, it is not recommended to use these prizes as activity bait.

The activity poster composition formula: 0 yuan free shipping + prize abbreviation + prize specification value + prize physical display + 0 yuan free shipping + QR code

The activity poster of "Make Friends" has outstanding features and is worth learning from, but copying it is not recommended!

All of their event prizes are well known to everyone, so there is no need to list the selling points of the prizes on the poster. However, for most businesses, prizes are more closely related to their own business and user awareness is limited, so the core selling points/value points of the prizes must be refined to stimulate users' desire to own them.

Compare with P&G's event prizes and posters:

P&G’s prizes are relatively simple: dishwashing liquid, shampoo, laundry detergent, etc.

The problem of single prize is faced by many businesses. Let’s take a look at how P&G continues to motivate users to achieve its goal of attracting new customers while offering a single prize.

The activity themes are mainly divided into 3 categories:

• 0 yuan free shipping - 50% of the fission activities use this theme. If you don’t know what activity theme to use, 0 yuan free shipping is a theme that you can’t go wrong with;
• Crazy Blind Box – Blind boxes were particularly popular in the second half of last year. According to our backend data feedback, the same prize, after being packaged with the concept of blind boxes, can increase the fission data by more than 2 times;
• Taking advantage of festivals – Mid-Autumn Festival Koi, Double 11/Double 12 Good Product Experience Officer, Back to School Season, New Year New Identity, etc., launch corresponding theme activities during different festivals.

Summary: When the event prizes are relatively simple, we should spend more time thinking about the theme of the event to avoid user fatigue.

3. Private Domain Traffic Pool Drainage and Conversion

1. Direct users to corporate WeChat groups

Attract new users through the corporate WeChat customer service number and store them in the corporate WeChat address book, making it easier to reach users through group messaging later. Then direct these users to the corporate WeChat group for batch conversion operations.

Traffic entry point: After the corporate WeChat customer service number sends the event copy and poster, it pushes the group entry link to guide users into the "Make Friends" official group.

Community maintenance: In addition to the general list of prohibited items, group rules will also guide users to solve common problems on their own, reducing the workload of customer service.

2. Drain traffic to the official account through social media

The official account of Jiao Ge Pengyou will have a preview of the live broadcast content every day, similar to Wei Ya and Li Jiaqi. The specific products that will be broadcast live in the evening, as well as the discount intensity, will be pushed on the same day.

The live broadcast content of the day will be announced in advance in the group, guiding users to enter the official account to view. In addition, official account articles will also be pushed, such as "Luo Yonghao and his fans and friends."

When users follow a public account, it is equivalent to having an entrance to push live content, which is an additional link to reach users.

3. The core link of traffic conversion – Douyin traffic

Everyone knows that what Lao Luo wants to do is live streaming to sell goods, and the fission of corporate WeChat is to reach more target groups and circle these target users into his own traffic pool. Therefore, in the entire fission closed loop of making friends, Douyin traffic diversion is its most core and most important link.

Drainage rhythm:

Before the live broadcast begins, a live broadcast preview will be made in the group, and the content will consist of: live broadcast time + list of live broadcast products + official account live broadcast preview link.

After the live broadcast starts, guide users to enter the Douyin live broadcast room to shop, and guide fans to enter the fan group through the live broadcast room to circle users again. The content of the live broadcast preview consists of: Douyin live broadcast link + list of live broadcast products + official account live broadcast preview link + guide to enter the fan group + special content prompts.

4. More efficient tag management

Before the activity starts, create user tags and configure them in the background. During the activity, the Qiweibao system will add corresponding labels based on the user's behavior. For example, users who participate in the activity will be labeled as participating; users who complete the task will be labeled as completing the task.

The tags will be synchronized to the enterprise WeChat backend, and the user's tags can be seen on the mobile phone or client. This way, it is clear which activity the user was attracted through and whether there are tasks to complete the activity, which facilitates management and operation.

5. Enterprise WeChat group operation and management actions

In addition to the group rules, public account traffic, and Douyin traffic mentioned above, the group will also initiate raffles, questionnaires and other content.

In the early stage of users entering the community, lucky draw activities are used to increase the activity of the community and build trust with users, and then live broadcast previews and other content are pushed.

Keyword reply is an important part of the community, guiding users to use keyword replies to solve common problems. Students in operations positions must use this, which can greatly reduce their workload.

4. The pits you step on

There is a limit on the number of people that can be passively added to Enterprise WeChat per day, generally ranging from 400-1200. According to the general data of our customers, the average number of passive additions per day is between 600-800.

For big brands, when the activity traffic is relatively large, they must prepare enough corporate WeChat customer service numbers to avoid passive additions that reach the limit and there are no extra numbers to carry the traffic, which will result in traffic being unable to come in.

Author: Star Fission

Source: Star Fission