Private domain traffic contact marketing strategy!

The upper limit of WeChat enterprise groups has been increased from 200 to 500 people. We have been waiting for 7 months. Operators have always spread the trend that "WeChat Enterprise" will become the largest pool of private domain traffic . Now the trend has become a reality.

The closer you are to people, the closer you are to growth. This is the underlying logic of growth. Whether it is "private domain traffic" or "growth hacking", we believe that growth can be achieved by accurately grasping the "touch points" with users.

Enterprise WeChat is undoubtedly the best "touchpoint" for private domain traffic now.

Summarize the key points of WeChat Enterprise 2020 Annual Conference:

1) Summary data: The number of WeChat users served and connected by enterprises has reached 400 million; currently, the number of real enterprises and organizations on WeChat for Business has exceeded 5.5 million, and the number of active users has exceeded 130 million.

2) Summarize industry solutions: solutions for multiple industries such as the home-school industry, government industry, and retail industry. They can achieve internal organizational communication and collaboration, and can directly connect to users externally, making user connection more convenient and quick.

3) Function display:

• Enterprise WeChat has comprehensively increased the upper limit of its customer base from 200 to 500 people.
• Enterprises can comprehensively utilize community management capabilities such as customer group anti-harassment, anti-advertising, mass messaging assistants, chat toolbars, etc. to better maintain community customer resources and improve service efficiency.
• Enterprises can distribute red envelopes to customer groups, welcome new group members, provide reminders before new product launches or live broadcasts, hold event draws, etc., to increase the activity and participation of group members in multiple scenarios and build a popular and warm community atmosphere.
• The resignation succession function of WeChat for Enterprise has been further optimized. Resignation succession no longer requires manual confirmation from the customer. The customer will automatically add a new successor member after 24 hours.
• In addition to providing basic communication and connection functions, Enterprise WeChat also opens up a wealth of capabilities, allowing each developer to tailor external service solutions for the enterprise based on these capabilities. Since the beginning of this year, the number of open interfaces of WeChat for Enterprises has increased to 540~
• At the conference, Enterprise WeChat officially launched the Enterprise Navigation Plan: Enterprise WeChat will provide a 1.2 billion yuan digital support fund to help the education industry, district and county government affairs industry and small and medium-sized enterprises achieve digitalization.

1. Private Domain Traffic “Touchpoint” Marketing

The demographic dividend of mobile Internet has peaked, traffic costs are high, and conversion is becoming increasingly difficult; the concept of private domain traffic is booming, and companies not only pay attention to brands, but also pay more attention to conversion, requiring the integration of product and effect; the grass-planting model is sought after.

In the past two years, everyone has wanted to solve the problems of "low traffic, expensive traffic, and fake traffic". It is often said that "public domain traffic depends on grabbing, and private domain traffic depends on nurturing."

Whether it is grabbing or nurturing, the core of traffic growth is the establishment of social relationships.

Customers always play a dominant role in the relationship between enterprises and their customers. Social networking is the foundation of private domain traffic, but we are used to calling it private domain. This term can easily mislead people and make them ignore the importance of social attributes; because traffic without social attributes is equivalent to traffic without conversion verification, you cannot evaluate it, and social traffic that cannot be evaluated becomes a "vanity indicator."

What is the most expensive thing in the mobile Internet era? The most expensive thing is not traffic, traffic is just a result. In the era of mobile Internet, the most expensive thing is the relationship chain between people (including brands and users).

The current common definition of private domain traffic is: the number of people added to WeChat and WeChat groups. There is a huge gap between "ordinary traffic" and "relationship-connected traffic", and this gap is called: trust.

The trust link network is the biggest network effect. All effects and fission foundations are based on trust. Without trust, everything is meaningless.

We can see that some organizations or businesses generate private domain traffic by creating groups; after creating the groups, they frantically push messages to group members, relying on the "quantity vs probability" approach to achieve conversion rates.

Such private domain operations have made a fatal mistake. It violates the repeatability of private domain traffic. The life cycle of such communities that push messages crazily is very short, and the traffic in them is one-time traffic, which may be gone once used.

Traffic without trusted links and communities that force users into the group will not produce much value. Such groups are called "dead groups." In the entire WeChat ecosystem, there are many such "dead groups," including advertising groups and activity groups. These "dead groups" are the result of having only traffic relationships but no link relationships.

2. Private domain traffic is not for building social networks

Private domain traffic is not simply about pulling a group together. The formation of any community has a purpose. For this reason, private domain communities can be divided into three categories:

• Marketing “Touchpoints”
• Content-based “touchpoints”
• Service-oriented “touchpoints”

1. Marketing

A marketing community refers to a type of community that has a high marketing frequency and whose direct purpose is to share marketing activities and discounts and convert sales; marketing communities include discount, fission and notification types.

Discount-type communities are communities characterized by activities such as strong discounts, flash sales, and flash sales; fission-type communities mainly provide group buying, bargaining, and support, and the two can be used interchangeably; they are mainly aimed at consumers who are sensitive to prices and pursue cost-effectiveness.

2. Content-based

Content-based communities can be divided into tutorial information-oriented, topic discussion-oriented and live short video-oriented. For example, the maternal and infant content community of Kids King is divided into communities based on the childbearing age stage, providing differentiated knowledge and experience sharing for new mothers in different communities.

3. Service-oriented

Service-oriented communities mainly provide pre-sales and after-sales services and are suitable for the home appliance and 3C industries. Although the frequency of product consumption is low, companies can provide reliable pre-sales consultation through service-oriented communities, thereby accumulating potential users. Then convert at the promotion node.

These three types of communities all have "social attributes". "Social attributes" do not mean making friends, but generally refer to "give and take, exchanges". Therefore, valuable private domain traffic can form "give and take, exchanges" between traffic.

Before building its own private traffic, the brand itself must understand that in the new era of mobile Internet, there are actually no real consumers in this world.

Because the purpose of everyone buying a product is not to make money for the company, but to meet their own needs.

Whether talking about marketing or brand effect growth, no matter which kind of growth, it is not because of doing one big thing at once, but doing a series of small things right; to do a series of small things right, you have to keep segmenting and digging into the details.

Let’s talk about the details here: How to solve the trust issue with traffic?

Trust is an emotional connection.

Companionship, interaction, and long-term affection are all expressions of trust that may arise between brands and users under private domain traffic. They can also be understood as a kind of "human touch" between people.

3. The “touch points” for diverting private domain traffic

There are two types of "touch points" for traffic diversion: active push type and passive attraction type.

1. Active recommendation

Active recommendation-type traffic diversion is also a common public domain traffic diversion method on the market: actively pushing messages, setting up steps to leave WeChat numbers, and placing advertisements to collect information.

Active push-type traffic generation formula: crowd "demand" insight + product "selling point" refinement + user "channel" identification

The formula focuses on accurate insight into the "demands" of the crowd and the refinement of the "selling points" of the product, which are then tested and verified on major target channels. In this way, the efficiency of the drainage formula is very important. For example: with so many demands, which demand is really effective? Each one needs to be tested. With so many channels, which channel has the best conversion rate? This also needs to be tested.

The purpose of using tools in this mode is to improve efficiency and reduce unnecessary manpower costs to handle some tasks that can be automated, such as automatic replies, information distribution, data sending, etc. It is necessary to reduce manpower costs and improve efficiency.

2. Passive attraction

Passive attraction type drainage focuses on "drainage".

In the era of mobile Internet, the power of communication has shifted from official loudspeakers to "social communication" based on interpersonal relationships; the human touch in communication requires a change in "user concept thinking."

Use content as a "touchpoint" to attract traffic and achieve growth in private domain traffic.

The accumulated private domain traffic can bring continuous business returns to the company in each short cycle, which is actually a virtuous positive cycle.

Passive attraction drainage formula: content IP + content matrix + activity stimulation

The emphasis in the formula is on "content value". Passive traffic is a way to attract content value. Whether it is the many creative advertisements we see today or the 100,000+ popular articles on the Internet, the key to increasing traffic behind them is to attract through "content value".

Author: Yang Junorlo

Source: City End