How to build a private domain operation system where old customers bring in new customers?

There is only one core strategy for the growth of online education, and that is for old customers to bring in new ones in the private domain. Some people may ask, is it fission when old employees bring in new employees in private domains? If you think so, you are too superficial. What is fission? It is a means, a model, a strategy, a link, and an ordinary part of the private domain old-to-new system. The two cannot be equivalent, nor should they be equivalent, because fission is too simple.

In addition, the foundation of the private domain is sticky traffic, and it is obviously appropriate for old customers to bring in new customers, because old customers bring in new customers by using sticky users to bring in new users who can generate potential stickiness.

In the system of bringing in new customers by old customers in the private domain, the core includes three parts: fission of traffic delivery, sharing mechanism of trusted products implanted, and retention of users to guide and invite new customers. The latter two are the focus of bringing in new customers by old customers in the private domain, and the former is a pseudo-tactic that is quick in effect but similar in form but not in spirit, and everyone is using it in droves.

This article hopes to use the WeChat traffic ecosystem to systematically describe the logic of building a private domain customer-led team.

01. Fission reserves at the flow end

For the private domain old-to-new system, the first thing to solve is the traffic problem, that is, attracting new users. The core is to find the seed user group that can start the old-to-new user group. It can be broad, precise, large-scale, or small-scale. In short, there must be traffic to start.

Regarding attracting new customers, a more scalable approach is “public domain platform placement + WeChat takeover and fission”.

The purpose of the delivery is to quickly and massively acquire traffic, which is usually deposited in public accounts and WeChat groups. For example, we have seen a lot of GuangDianTong delivery and Moments delivery, many of which direct traffic to public accounts. Another example is the delivery of public accounts represented by a certain school, which promotes a large number of free and low-priced courses, leaving group QR codes or personal account QR codes to guide users into the group.

After obtaining the starting traffic, you can do the first part of bringing in new customers in the private domain: traffic fission. A relatively simple logic is to directly initiate fission in the traffic obtained through delivery, such as telling users "Congratulations on successfully receiving the course, forward the poster to get more." This kind of gameplay does not actually bring more traffic, it just reduces ROI.

The real traffic fission is to utilize the original traffic pool including the fission, and launch high-frequency and planned fission activities that can quickly expand. The timing of the launch is the period when traffic is most active, such as within 48 hours of following the official account, and within three days after conversion in the group. As for how to play, just graft according to the actual tools and traffic baits you have.

At the step of fission reserves, official accounts, WeChat groups, and mini programs are the three most suitable carriers, because these three carriers have mature gameplay and tools. Except for mini programs (currently third-party fission tools for mini programs are not popular enough), the fission operation costs of WeChat groups and official accounts are already very low.

Therefore, the logic of this part is very simple, which is to use the traffic directed from the public domain platform to carry out systematic fission operations and make accurate traffic reserves for the construction of the private domain old-to-new system.

02. Trusted product placement and sharing

After the baptism of front-end traffic fission, a large number of active user pools will be reserved, especially WeChat groups. In fact, these traffic are the product of front-end fission and are part of fission operations.

For example, after spending money to buy a large number of fans for the official account, a large number of WeChat groups will be generated through the 48-hour customer service message promotion group fission. These WeChat groups will not only guide users to forward and share, but also provide trust products such as lectures, open classes, check-ins and other products to screen more accurate high-intent users.

Therefore, by implanting a sharing mechanism in the process of launching trusted products, more stable and high-quality traffic can be brought in. So, what sharing mechanisms are suitable for implementing private domains to help old customers bring in new customers? There are three main types: check-in, group buying and distribution.

Let’s talk about punching in first. In my opinion, punching in has always been a necessary means to promote community activation, but it is actually also a way for old members to bring in new members.

Currently, many trusted products (especially those in the name of training camps) use check-in as an important mechanism to attract new users. A simpler one is to use the check-in mini program to attract new users by following the official account and realize a sharing closed loop. A slightly more complicated one is to develop self-developed check-in tools, develop card replenishment and fission functions, connect with the business system, and attract new users to register or purchase.

The second is group buying. Regarding how to implant group buying into trusted products, there are generally two possible implantation links: one is to directly attract new customers for trusted products, that is, to directly use group buying marketing to divert traffic to trusted products in the front-end traffic pool; the other is to initiate promotional group buying for high-priced products in the community when the service of the trusted product is nearing the end, and use marketing strategies such as conformity and scarcity to enhance the group buying effect.

Finally, there is distribution. Distribution at the end of the service period of a trusted product is the best time for implantation. In my opinion, this is closer to the scenario of old customers bringing in new customers in mainstream cognition. Specifically, after the service ends, you can initiate an invitation-gift activity and recommend trusted products to friends to get rewards (it doesn’t have to be money, giving other gifts also conforms to the distribution logic), and in order to improve the effect, the rewards will be distributed in a tiered manner.

As for the order of selection of these three trusted product sharing implantation methods, I personally recommend distribution first, because it is more in line with the logic of old customers bringing in new customers in the private domain. The second best method is to check in, which is best combined with the business system. As for group buying, it would be more appropriate to take conversion as the premise.

03. Activate and retain users by inviting new users

After the two stages of "fission reserves" and "trusted product implantation and sharing", it will enter the traffic retention stage. The core operating strategy is long-term tiered reflux.

Specifically, it is to formulate a long-term operation plan to maintain the activity of the existing traffic pool (the so-called existing traffic pool refers to the traffic pool after fission and the end of the trust product service), and design fission activities for different types of users with more precise pain points and stronger potential, as a means of activation of "creating new traffic based on old traffic" (that is, becoming the starting pool for new fission activities).

Why is it arranged like this? There are two reasons: first, the traffic after fission and service has been aware of you, and the traffic after screening of trusted products is more outstanding in quality; second, in the matching of fission activities, the characteristics of the explosive products will be more prominent, because the meaning of reflux is not only "recall", but also to create more new traffic and feed back the traffic end for fission. In this way, the entire private domain old-to-new system can form a closed loop.

Therefore, in the step of layered reflux, it is necessary to position and differentiate the fission activities at the traffic end and the retention end: the former is a fission activity that is aimed at a general population, has low-quality traffic, high-frequency demand, and a short operating cycle; the latter is a fission activity that matches circles, emphasizes IP, has precise pain points, high-quality traffic, and a long operating cycle.

Of course, there is not much difference between the two in terms of gameplay. The core still lies in the selection of the bait itself and the requirements of operational organization. However, when it comes to retention and new invitations, choosing different carrier combinations will produce different results.

Regarding the selection of carriers, two types are recommended. One is the traditional "community + personal account + public account", which is to use a fission activity to perform triple backup of traffic. The other is corporate WeChat, which diverts traffic through the WeChat end to establish a relatively independent traffic pool. The former has been used frequently in the industry, while the latter is a new bonus.

As for the author's experience of using WeChat for Business, the only word that can express it is "really good". Especially after many third-party service providers launched the fission function based on WeChat for Business, WeChat for Business will become a high-end version of personal account. The efficiency, effect and accuracy of fission will be greatly improved, which can provide a higher quality original channel for other WeChat fission activities.

04. Final words

Back to the entire private domain old-to-new construction logic, I might form a private domain circulation closed loop like this:

WeChat group/official account/app -> take over traffic + guide fission -> WeChat group + personal account + official account -> launch trusted products and provide services -> check-in/distribution/group buying -> recover all traffic pools -> "IP+pain point" type return fission -> enterprise WeChat -> feed back traffic fission

In the past, whether it was fission or bringing in new customers, we were too focused on how to do a single gameplay or a single channel. Even if we innovated and created a combination of carriers, we were limited to the gameplay itself.

In the process of personal growth, it is very helpful to strive to shape a global traffic mindset, because this is more like a long-term exploration of traffic growth. After all, "washing traffic" all the time will sooner or later dry up like water without a source.

The private domain old-to-new system is drawn up under this kind of thinking. It is not a theory, nor a verified model, but a result of thinking. It only hopes to give everyone some different references and enable them to take action.

Author: Wild Operation Community

Source: Wild Operation Community