Private domain drainage: a comprehensive list of private domain drainage contact points

Every touchpoint between a user and a brand can become a channel for traffic. I divide it into offline touchpoints and online touchpoints.

1. Offline touchpoints

1. E-commerce

The mainstream three-piece set: package DM card, text message, and AI phone call. These three methods have different conversion effects in different industries and time periods.

For example, there is a brand called Boqi Pets, and their package cards had a market share of 33.4% in 2019, but only 9.8% in 2021. So they started using AI calls, and the conversion rate increased to 31%.

The most common way is AI phone + text message + enterprise WeChat to actively add. Basically, the connection rate is 60%-95%; the conversion rate can reach about 15%-30%; the average cost is about 2-5 yuan.

There are four common dialing scenarios:

1. Within one hour after the user places an order , strike while the iron is hot and use AI phone calls to guide the user: add WeChat to get an extra XX new product, register to receive it for free, and it will be sent out with the package;
2. After the user signs for the product, AI will provide guidance via phone: add WeChat, guide how to use the product, enjoy exclusive discounts, get membership experience, receive XX product for free, and get expert guidance to solve XX problems, etc.
3. For users who have not repurchased for a long time , you can visit old customers: add WeChat to get exclusive discounts for old customers, exclusive new products, etc.
4. Pre-sale warm-up notification , such as before Double 11: add WeChat to lock in Double 11 discounts in advance, and there are hidden benefits to be claimed for free.

Generally speaking, the best time periods for outbound calls are:

10:30-12:30 am;

Afternoon 16:00-18:00;

Evening 19:00-20:00.

But the best time to call outbound will be different for customers of different brands. For example, if most of the users are white-collar workers, the call connection rate will be higher during the lunch break because everyone is having a break; if it is a student group, the call connection rate will be higher during the afternoon 17:30-20:00.

I’ve been working on a project recently, and the conversion rate of AI calls has reached 45%. In the next article, I will share in detail how I make AI outbound calls and add public domain users to the private domain.

2. SMS

In addition to coordinating with AI phone calls for releases, the most commonly used method is push during big promotions, with a general conversion rate of around 0.5%-3%.

Then it is worth noting that you can now use mini programs to generate short links. You can directly click in the text message to jump to the WeChat mini program. You can then long press to identify the QR code and add WeChat . This greatly shortens the process compared to the past where one had to copy the WeChat ID and then open WeChat.

3. Package Card

Currently, the basic conversion rate is around 5%-15%. The core here is the benefits of scanning the QR code on the package card, such as getting XXXX products for free, 1V1 usage instructions, etc. For details, please see the long-term value and short-term value in the previous article.

It should be noted that the size, material and color of the card are very important. It must be visible and interesting to the user after opening the package.

4. Stores

Offline stores are the most natural channel for adding fans, and all touch points can be used to attract traffic . For example, roll-up banners, table cards, posters, name tags, booths, menus, fee receipts, etc. Even the products themselves and employees’ T-shirts can have QR codes.

Different from other channels, the strongest point of stores is that they can have one-on-one follow-up guidance from shopping guides or waiters, and with the corresponding language, the fan-adding rate will be extremely high. As mentioned earlier, the fan-addition rate of Boqii Pets in offline stores is 48%.

2. Online Contacts

There are a lot of online touchpoints. To avoid changes in the rules of external platforms, I will mainly talk about the various touchpoints under the WeChat ecosystem. For more information on reasons for adding followers at each touchpoint, please refer to the previous article, "Three Steps to Private Domain Traffic Generation : (2) Give Users a Reason to Join the Private Domain." I will not elaborate on this here, but it should be noted that every touchpoint requires a reason that people cannot refuse to scan the code and add as a friend.

1. Official Account

Automatic reply for new followers, menu bar, article bottom

2. Mini Programs

3. Video Account

4. Own APP

You can find this picture by yourself. . .

There are also some self-media platforms, such as Zhihu, Xiaohongshu, Toutiao, and Douyin, which can also be used to divert traffic, but you need to pay attention to the platform rules and keep WeChat hidden to avoid having your account blocked.

At this point in the article, we have finished discussing the three core modules of private domain traffic and fan increase: users, value, and touchpoints. But to really make good use of these three modules, you must take into account the user’s current scenario in order to be truly effective.

3. Scene Design

The scenario refers to who (target group) does what, at what time, in what place, and under what circumstances. You can understand it as a combination of time, space, people and affairs.

I once made a mistake by designing a package card to be as small as a business card, which resulted in many people not noticing the card after they received the package and opened it. This is because I did not put myself in that scenario and ignored the user's state of unpacking the package. The main purpose was to get the product and he did not know that he needed such a card.

So I designed the parcel card to be A5 size, and asked the pre-sales and after-sales customer service to automatically reply in the script to remind people that they can get the corresponding value from the parcel card. As a result, the scanning rate has obviously doubled.

To give another example, many restaurants put signs at the door asking people to add WeChat, which say: Add WeChat to receive XXX gift. But if you think about it carefully, is it really a good scene to put this at the entrance of a restaurant? If you want me to come over for dinner, would you wait at the door and add me on WeChat before going in? If so, is it appropriate to block the door? Moreover, with such bait, even if I don't want to come for dinner, there is a high possibility that I will come to take advantage of the situation and then leave. This is a very inaccurate user and has no value to your private domain.

So what’s the best part about the restaurant? On the table, of course! When users sit down to order food, or after ordering food, they will see a sign on the table reminding you to add WeChat to get an extra 5% discount today, or a free plate of fruit, condiments, or dessert. This conversion rate must be much higher.

Different touchpoints, different groups of people, different times, different products, and different environments will all constitute different scenes, which require different designs and presentation methods. Making good use of scenarios can effectively improve the conversion rate of users from the public domain to the private domain.

Here are some commonly used private domain drainage methods for reference only:

• Online guidance method for adding private domain traffic pool:
• After a new user places an order, the user will be immediately reminded by text message that the order has been shipped, and will be informed to add WeChat to obtain ×× service or xx new product.
• Send SMS messages to old users to encourage them to add new users, and cooperate with prize-giving activities and promotional activities.
• Place WeChat QR codes on the homepage, product page, and article page of the company’s app, official website, and mini-program mall to attract attention.
• Place a WeChat QR code on the product packaging box or the product itself to guide users to add it.
• Through Weibo activities, users are guided to add WeChat. If all attracted are potential new users, they will be guided to the private pool of potential users, and users need to be differentiated.
• Place WeChat QR codes on outdoor advertisements, such as in elevator advertisements to guide users to add WeChat and receive prizes.
• Utilize short videos to spread information and embed WeChat QR codes in videos to attract users to add WeChat. If you are attracting potential users, you should also pay attention to importing different user pools.
• Add QQ groups and WeChat accounts related to the industry or target users, share content or push activities regularly, and attract attention.
• Look for cross-industry cooperation, promote each other's WeChat within each other's private traffic pool, or cooperate by sponsoring prizes in exchange for exposure opportunities.
• Companies with promotion budgets can use Tencent Advertising and Baidu paid promotion to find users and guide them to add WeChat.
• Expand the user base through fission activities and guide users to add WeChat.
• Use the official account to guide users to add WeChat, such as automatic replies in the official account menu bar and guidance on the article pages, to attract users to add WeChat.
• Use the comments section of Tik Tok to leave messages and guide users to add WeChat.
• Use Tik Tok’s private messages to invite users to add WeChat.
• Use e-commerce customer service’s pre-sales and after-sales consultation to guide users to add WeChat.
• Offline methods to guide users to join the private traffic pool:
• For offline promotion, we guide customers to add WeChat at squares, subway entrances, and community gates to enjoy instant price discounts or receive gifts.
• Print WeChat QR codes on all the company's promotional materials, such as business cards, DM books, etc., to encourage customers to add them.
• In physical stores, shopping guides guide customers to add WeChat.
• Promotional posters, table stickers, etc. in physical stores encourage people to add WeChat.
• Offline marketing activities and conference salons guide users to add WeChat.
• Invite key customers by phone and guide them to add WeChat.

The guidance methods listed above do not specifically distinguish which users should be given priority, but when using them, companies still need to combine the priority principles mentioned above to establish potential user pools and old user pools.

This is the end of the three serialized articles. I believe everyone is familiar with the issue of private domain traffic diversion. I have a certain idea!

Finally, let’s make a brief summary. Be sure to remember the following sentences:

The best business is repeat purchase!

The value of private domain is to increase repeat purchases!

The essence of private domain is users with more long-term and loyal customer relationships!

All standardized services are standard services; all non-standard services are services that exceed expectations.

Short-term interests determine the speed at which users enter the private domain pool, and long-term value determines how long users stay.

Different touchpoints, different groups of people, different times, different products, and different environments will all constitute different scenes, which require different designs and presentation methods. Making good use of scenarios can effectively improve the conversion rate of users from the public domain to the private domain.