6 channels for private domain traffic!

Many people don’t know how to generate private domain traffic, how to divert traffic, and other related issues. Most of them are actually because they have operated on some public domain platforms before, such as e-commerce platforms, short video platforms, etc. Now they want to import the traffic on these public domain platforms into the private domain, but they don’t know how to divert traffic. This time I would like to share with you some ideas on how to use public domain traffic or accumulated resources to divert traffic to the private domain .

1. Package card diversion

I have tried this method in a case I came across before, and the effect was quite good. The average WeChat addition rate was 20-30%.

The operation is very simple. Friends who have ordered takeout should have seen it. Many merchants will put a small card in the package when sending takeout. The content on the card is the lottery, or scanning the code to add cash back.

After you scan the QR code, you will be invited to join their group, where various meal products will be pushed to you every day to guide you to make repeat purchases.

The logic of the package card we are talking about here is the same, but it is actually only applicable to merchants who have a certain amount of traffic and stable order volume on other platforms, because they need to rely on the traffic of other platforms to attract traffic to themselves.

Like many large public domain platforms nowadays, their traffic is sufficient, but it is only limited to the platform. In order to prevent diversion, the platform will set up many rules to prevent interception on the platform.

At this time, you can use some methods outside the platform to attract traffic and increase fans. For a project we previously operated, the daily WeChat traffic through package cards could reach about 200.

This method can actually be applied to some Taobao merchants and live-streaming e-commerce merchants. They can use the current order volume of the platform to divert private domain traffic, import their own WeChat customer pool, and then conduct subsequent repeat purchase conversions.

2. SMS traffic diversion

Many merchants operating on e-commerce platforms generally accumulate a group of customer resources through previous store operations. Because placing an order on a platform store requires entering relevant information, the customer information from the background can be directly exported and then related operations in the private domain can be performed.

There are also some people who have been in the industry for a long time, and generally have customer resources in the industry, but they are usually phone numbers. These numbers need to all be converted to WeChat before they can be monetized.

The advantage of using text messages is that it can be sent in batches and reduce labor costs. What merchants need to do is to make the articles in the text messages as attractive as possible to increase the conversion rate of adding WeChat.

For example, you can plan a welfare festival and allow these customers to add WeChat to receive a small gift or coupon.

3. Add WeChat Contacts

The premise of adding contacts is the same as mentioned above. When you have a certain amount of customer resources offline, you can try various methods to import these customers to WeChat.

As for the SMS method we just mentioned, usually the WeChat add conversion rate is around 5%, which is good. Because most people’s phones will block some advertising text messages, a large number of users will actually be lost here.

For customers who have not been added, we can convert them again through other methods. The advantage of importing the address book compared to manually adding WeChat is that it can be imported into WeChat's address book at once, and then click on the people in the address book to add them, eliminating the WeChat number search interface in the middle. In addition, it will be displayed on the customer's side as adding from the address book, which will increase the conversion effect of adding.

Baidu has a tutorial on how to import numbers into the address book in batches. You can just search it. It should be noted that this method requires an Android phone. You can check Baidu for details. I will not elaborate on it here.

4. Outbound calls

The most effective method is to make outbound calls, and the users who are added will be more accurate.

For the education industry, when many businesses are expanding their markets, most of them will first establish outbound call teams and consulting teams. In the early stages, they rely on bulk calls and WeChat to accumulate customer resources first, and then use a series of methods to convert enrollment.

The general process is to make a phone call first, then tell them about current activities and products, add WeChat, and then invite them to join a group. The group will hold some relevant lectures, open classes, etc. After a certain level of trust is cultivated, they will be invited to the offline campus for consultation conversion.

Although the traffic from outbound calls will be more accurate, there will also be corresponding labor costs. After all, the number of outbound calls per person is generally around 200-300 per day, and the number of people coming to WeChat is only 10-20%.

Therefore, I think this method will be more suitable for products with higher order values, because it is not like fast-moving consumer goods, and the customer trust rate can also be increased through the phone call.

5. Platform diversion

If a merchant has an account on some public domain platforms, and if the platform does not have very strict restrictions, he can actually direct traffic directly through the platform.

Several commonly used places:

1. Introduction

In the introduction of your personal homepage, you can usually put some non-obvious traffic-generating words here, such as a public account or WeChat account, but it also depends on the restrictions of the platform and whether you have been reported.

However, some platforms can still be placed now, as long as it is not too excessive.

2. Comments

Some works on the platform are recommended as popular, and the comments below are also a good place to divert traffic. Moreover, the comments are less likely to be detected by the platform as being suspected of diverting traffic.

3. Private Message

This will generally not be noticed by the platform, but it does require a large number of fans to ensure that there are enough people sending private messages every day.

It is actually possible for some merchants who sell goods through live streaming, because generally after placing an order, they will send a private message to confirm the delivery address and ask some relevant information. At this time, the communication connection is connected, and then the communication can be imported into WeChat through the set language. Generally, the conversion rate will be very high.

6. Offline gift diversion

The transformation of offline stores into private domains is a very popular model nowadays. Many stores have a certain number of offline customers every day, but many of these are one-time. For example, if they come to the store today, they may go to other stores next time, and it is impossible to achieve the effect of repeated purchases.

At this time, the transformation to an online private domain can meet the customer's demand for repurchase. For example, when a customer visits the store for the first time, the shopping guide can guide the customer to add WeChat to join the group. The script can be set, for example, adding WeChat to join the group can get a discount or a small gift for free. Usually the conversion rate will be very high. For the customer, he just needs to add WeChat to receive a small gift, and he will not resist.

After the customers have entered WeChat, we will cooperate with the offline store activities to convey the information to these customers through online methods and bring door-to-door traffic to the stores.

Of course, if you set up some online activities, you can also convert transactions directly online.

VII. Final

Although private community is now being promoted very popular, both online and offline, Internet and traditional enterprises are beginning to lay out private domain business.

But I think this thing is not actually suitable for all companies, especially for some businesses with no basic resources. When they see others doing well, they want to follow suit, but they don’t have any resources to rely on.

Seeing this, I just want to say that private domain is not a panacea, it is just a way to increase business. Don’t think that you can suddenly rise by relying on this thing. Finding the most suitable way for yourself is the best result for business products.

Author: Liu Zhixing

Source: LZX's study notes