Private Domain Traffic Operation and Construction Strategy

If we compare private domain traffic to a fish pond, then the purpose of the linkage between the public and private domains is to continuously attract fish into the pond; while private domain operations are to find ways to fatten the fish in the pond by improving water quality and other means.

Therefore, as far as private domain operations are concerned, one very important goal is to continuously improve the value of users in the traffic pool.

We say that the essence of private domain operations is to change user relationships. The deeper and stronger the relationship, the longer the user life cycle and the greater the value that can be tapped. The ultimate level of user relationship change is super membership.

Therefore, membership operation can be said to be a very critical content in private domain marketing, and it can even be said to be the core.

So how should membership operations in private domain traffic be carried out specifically?

Before we talk about specific membership operations, we first need to clarify two things:

1. User relationship theory: that is, enterprises can improve transaction efficiency by improving user relationships. The deeper the relationship, the more efficient the transaction. This is the fundamental reason why the retail industry needs to establish membership relationships and distributors need to establish partnerships;

2. Privilege marketing theory: The most important difference between members and non-members is that members have privileges that non-members do not have. So in other words, the essence of membership operation is to operate the members' sense of privilege.

The above two theories are the basis of the entire membership operation and can also be regarded as the core idea of ​​the whole. All membership operations, regardless of the specific membership system design, operational strategy planning, etc., must not violate the above two points.

1. Membership system design

Next, let’s talk about how to design a membership system, which can be roughly divided into three steps:

1. Membership system layout

In private domain traffic operations , the first step is to build private domain infrastructure, that is, to determine the specific traffic carrier location first. Communities, mini programs, official accounts, or apps, etc.

As for membership operation, it is also necessary to first determine the specific membership location.

At present, the most commonly used one is WeChat for Business. Because it can build closer relationships with users by creating IP personalities, and at the same time can provide personalized services. (It is generally not recommended to use social networks, public accounts, etc., after all, it goes against the theory of privilege marketing).

Of course, the layout of the membership system is actually linked to your entire private domain traffic operation.

For example, based on the actual situation, you have clarified the specific private domain infrastructure including: service accounts, mini programs, communities, APPs, etc. Then you also need to have a membership management system in these places to provide support for the entire membership operation.

2. Member growth system design

The membership growth system does not only refer to the user's transformation from junior member to senior member, it should include the entire process from the initial non-member stage to the final super member.

The entire user path from the public domain to your private domain can be roughly divided into the following stages:

At the same time, we all know that the essence of private domain operations is to change user relationships and enhance user value.

And every advancement in user relationships is inevitably accompanied by a certain amount of loss! And want to retain or increase the conversion rate as much as possible. The key is to have an emotional bond. After all, the progression of user relationships is essentially the accumulation of emotions between companies and customers.

We can also roughly divide this change in user emotions into the following stages:

After clarifying these two paths, we need to clarify what the threshold for membership is, that is, from which step does it begin to be considered a member! Then put the member level promotion path on it. In this way, the entire membership growth system can be presented in the form of a roadmap.

Of course, the above is not the whole of the membership growth system, it is just a foundation! We need to add key marketing content on top. Earlier we said that the two basic principles of membership operations are user relationship theory and privilege marketing theory. So we can design from two aspects: user emotions and interests.

Generally speaking, user emotional design can roughly include:

Concept design: the culture that your company wants to convey, or the meaning of membership;

Ceremony design: Ceremony design corresponding to different levels;

Honor Design: It should be noted that Honor Design is not only for members to enjoy, but also for members to share (in layman's terms, it allows them to show off);

Service design: exclusive service content corresponding to different levels.

The benefit design can include: price privileges, gift design, points design, reward design...

When we are designing specifically, we need to realize that user relationships and emotional intensities are different at different stages. Therefore, the corresponding emotional investment and benefit design also need to be different.

At the same time, from another perspective, because users need an education process, when users are at a certain stage, in addition to the emotional connection and benefit enjoyment of the corresponding stage, we can also let them properly feel what the emotions and benefits of the next stage are like (that is, let them see it, but not experience it; or they can experience it a little, but cannot enjoy it for a long time), so as to stimulate the user's desire for further improvement.

3. Member interaction design

The progression of user relationships is inevitably accompanied by emotional bonds, and the cultivation of user emotions requires constant communication with each other. Therefore, after designing the membership system, you need to start designing the member interaction system.

The member interaction here mainly includes two dimensions: one is the communication between enterprises and members, and the other is the communication between members.

Communication between enterprises and members: This kind of communication, in private domain traffic operations, not only refers to verbal and text communication through WeChat customer service, communities, etc., but also includes the interaction of your infrastructure systems, which is what we often call the feedback system. Including system message interaction, WeChat message interaction, points information interaction...

Communication between members: To put it simply, this kind of communication allows members of different levels to see the gap between each other. Let those with lower membership levels feel the privileges of higher levels, thus stimulating their desire to move forward; and let high-level members enjoy a sense of honor and pleasure! This way, they will cherish this membership privilege more and it will also help with future member referrals.

To put it bluntly, communication between members is actually about designing an honor system, similar to various rankings, titles/badges, sense of ceremony, etc.

2. Membership system operation strategy planning

Membership system layout, member growth system design, and member interaction design, these three steps can be regarded as the members operation needs to be planned and designed clearly in the early stage. But this alone is not enough, we also need to plan the operational strategy of the membership system, that is, to ensure that the entire membership operation can be implemented efficiently in the later specific implementation.

Based on the two basic principles of membership operation and the entire membership system, when we formulate a specific membership operation strategy, we can gradually expand it through a core formula:

User lifetime value = purchase frequency × average life cycle × average customer unit price

As we mentioned earlier, the core purpose of private domain traffic is to tap into the long-term value of users. This is also the fundamental purpose of membership operation. Therefore, our entire operation process revolves around these three key indicators. In other words, we must design the entire membership system and implement it based on the three key elements of the core formula.

The specific operational strategy planning will vary for different industries and products, but we can refer to the following table in general:

If the design of the membership system is based on the progression of user relationships, we should plan the entire path in advance. Then the membership system operation strategy planning can be seen as targeting a specific member and what strategy you adopt when he/she is at different positions on this path to maximize his/her conversion rate.

This is just like playing a game and completing the levels. The design of the membership system is like a map formed based on the progressive path diagram of user relationships. There are levels on this map, and each level has corresponding emotional and interest designs. Then, through membership operation strategies, we carry out marketing to member users based on the core formula of user lifetime value at each key node to ensure sufficient conversions.