Refined strategic operation of private domain traffic

Dear friends, the topic I want to share with you today is private domain traffic and refined private domain traffic.

The first case I'll talk about is a story a friend shared with me. Her husband bought a razor for more than a thousand dollars, but it didn't work well. Later, the customer service refunded the full amount but did not return the product.

I asked him to tell me what happened: her husband said that after he bought a razor worth one thousand yuan, the customer service called him and asked: "Is the razor easy to use?" He told the customer service: "The razor shaved too cleanly and it hurt his face. I asked if the razor can be returned." The customer service said it should be possible, but I need to ask my leader for instructions.

The call came back about ten minutes later, and the customer service said that the razor could be returned. He asked me to give him an address and he would mail the razor back to me. The customer service replied: "Hello sir, you don't need to return this razor, your money will be refunded." Isn't that great?

Later, I asked her to check her husband's spending on this platform. It was amazing. Her husband spent more than 200,000 yuan a year on this platform, whether it was big or small items.

Think about it, if you spend more than 200,000 yuan a year, how can you not earn 1,000 yuan? If I tell him that my husband cannot withdraw the money and keeps shirking responsibility, I probably won’t spend the more than 200,000 yuan on this platform next year.

There is a principle behind it: because you have been divided into levels in the platform user system, you may be VIP, super VIP, black card, or perhaps super VVVIP, and we have made detailed analysis of you through big data, and made different operating strategies for different customers.

Maybe you complain every day that you can’t get through to the bank on the phone. But if you deposit 2 million tomorrow, the phone will go through every time. Why? You are his super VIP customer, and the bank provides you with one-on-one service. The logic is the same as the example I just gave.

The second case is a courier that my wife received when she bought something. There was a small note inside the courier. Have you ever seen something similar?

But the note I saw was handwritten, and the general idea was what kind of person I am and what kind of things I have done. A store is empathizing with you, and if it can impress you, you are very likely to repurchase again.

You empathize with users, and users coexist with you.

Having said so much, you still need users in the end. In this Internet era, traffic is becoming more and more expensive, and the cost of attracting new users is getting higher and higher. If you don’t have users, don’t even think about doing business. When you are attracting users, they are constantly leaving. So how do you keep them as good users?

User fission and the ability to achieve great results with little effort. I wonder if you still remember what Professor Ma Yingcai said just now, which is: "The money your father lends you is still in his pocket."

We often encounter such bosses who say, "Just do it, we'll give you unlimited budget." Some bosses also say, "There is no budget. Look at Xiaomi. They don't have much money and they don't invest in advertising. Why did they attract tens of millions of new users? Why can't you do it? It's because you don't have the ability."

Think about this question carefully, is it people who are not capable? Is it because of lack of opportunity? Or is it the product that is not good enough?

Here I express my point of view: when making any product, you must pursue perfection. Only by making your product well can the good product speak for itself. Don't blindly pursue fission growth to attract new users.

When we ask for traffic from outside, why don’t we manage the “retention” well? Only by managing the “retention” well can we truly form what we call private domain traffic.

Maybe some people say that I don’t have any traffic at all, so where does the “retention” come from? Don’t you have a circle of friends? Who doesn’t have two to three thousand people in their circle of friends? Is there no one coming to your store? Don’t you have any agents?

Or when you place an advertisement once, many people will know you. It’s not that there is no traffic, the traffic is ready, but you have not managed the traffic well.

Let me tell you another example: private domain + live broadcast.

Some time ago, we took on a consulting case in which more than 300 items were sold in two hours of live broadcast over seven days. The data is not high, but through this case we can trace back how to convert traffic into retention and then double the retention.

A pair of sisters worked really hard, they were doing live broadcasts from morning till night, but their data just wouldn't go up. I told them that their product positioning was not accurate enough, and they should target their customers precisely, targeting their true fans, and not having too many general fans.

The positioning I give them is “solving the clothing matching problem for slightly plump women”. What is a slightly plump woman?

Married girls all know that they will have some extra fat. This group is not small, small is big. If you let her dress very beautifully and not show her belly, your group is very large.

They said that there were only a few people in the group, so what was the point of having a precise positioning? I said that they could constantly screen their own fans through activities. Later, we planned a 712 "Wife Wants Love" event. What does "Wife Wants Love" mean? For all married women, men rarely say "I love you, wife" when they get home, and even more people are ashamed to express it.

Currently, the only group they serve is women. If women bring their husbands in, will the number of potential customers double?

If everyone communicated the event to colleagues, the potential customers would at least increase by 2.5 times. I believe their turnover would definitely increase. Sure enough, they placed more than 300 orders on July 12. This case tells us how important it is to manage retention well.

If you don't use traffic well, you will always be short of traffic. Traffic needs to be managed, rather than constantly asking for it. I think the core of traffic is not to focus on new traffic, but to look more at your retention volume and how to use and activate the retention volume. This is an issue worthy of our deep consideration.

For the refined operation of private domain traffic, I will share with you five tips below.

The first one is precise customer targeting:

Let me read this sentence from beginning to end for you all. "I just want to ask you a question, please answer me seriously: If you meet a girl who doesn't want money, a house, savings, or a diamond ring, doesn't want you to treat her to meals, movies, or shopping, and won't harass you! She just wants to talk to you when you're tired, give you a massage, and relax you physically and mentally, would you want such a good girl or not?"

Let me read the last sentence, "Is it too much to give such a good girl 150 every time?" Teacher Shen Chen used this business card as an example and put the QR code in a venue with thousands of people. As a result, many people added this girl. Is it useful for this girl to add so many people? It is very likely that no one will give her 150.

The case explains who your customers are. Does an inappropriate example make it clear who your target customers are?

How to find your precise customers? I have summarized a six-step UCDCPC operation. Who is your user? What are their characteristics? Where are they distributed? How to connect them? How to achieve profit? How to implement copy?

Add three definitions in front of your users to find out exactly who your users are, for example, women aged 18-28, women aged 18-28 in Zhengzhou, women aged 18-28 with single eyelids in Zhengzhou. With the addition of adjectives, you may find your precise users quickly.

The second point is user trust:

It is very important to make users trust your product in a short time, whether it is a minute, a few seconds or even shorter.

First, we divide users into new users, ordinary users, seed users, valuable users, and core users. Valuable users are the ones who pay for your products. The core users pay for your products and are very likely to repurchase.

Only if you classify your users into categories meticulously and manage them according to different categories, you will be able to manage them better and obtain more profits in the future.

I believe that the essence of private domain traffic is not to harvest users, but to make friends with users and play with their emotions. The highest level of operation is to empathize and coexist with users, not just to harvest users.

The third point is community operation:

This is something I did when I started my previous business, milk. Community operation is a very good way to retain private domain traffic.

Niu is from Germany, his name is Fleweich. He used the community system to establish a small He family. All male consumers are called He Dad and female consumers are called He Mom. Every community has a small He head patriarch. They don't do anything else, they just organize activities.

With Dad He and Mom He, they can regard the company as Xiao He. When Xiao He just established the company to make milk, he can regard the product as Xiao He, who came across the ocean to China to spread the benefits of low-temperature milk and won the support of many people. Later, there were a lot of people lining up to buy milk, and the dairy shop did very well.

The fourth dot is the magic number:

There is a magical number called 5-6 in the background of UU Running Errands. Through big data analysis, we found that if a person has placed 5-6 orders on UU, his consumption frequency has been fixed, and he will think of you when he needs to use it. Don't force him to use it, so we must let everyone place 5-6 orders as much as possible.

We intervene through various means such as running men, text messages, coupons, etc. Once registered, he enters a system of registering and placing 0 orders. From 0 orders, we let him place the 1st order, the 2nd order, and finally the 5th and 6th order. The conversion of each order is manually intervened.

Do you have a magic number for your own conversions? Have you found it through big data?

The fifth is the class teacher system:

Have you noticed that the class teacher will pay special attention to the grades of the top three and the bottom three? As long as the academic performance of the top three continues to improve and the bottom three do not make trouble or even improve steadily, the overall performance of their class will improve.

We can also do this for the platform, and find ways to let 30% of people guide the other 70% to consume. This is a very simple operation strategy.

In addition to the community management I mentioned above, private domain traffic strategies also include digital management and more refined operational planning.

Let’s look at another picture, the private domain traffic pool, whether it is entering the private domain through the traffic import from the public domain, and then activating the private domain traffic through carriers such as WeChat Moments, mini programs, and official accounts. A very trusted traffic is very important. One trusted traffic is equivalent to 1,000 subscribed/followed fans (general traffic).

What are private domain and public domain? Private domain traffic refers to users who can be repeatedly used and reached for free multiple times, and the traffic is your own.

Public domain traffic needs to be purchased and is becoming increasingly expensive. It is one-time use and the traffic belongs to the platform. For more explanations, you can search Baidu.

This is a flow chart about private domain traffic. Every method, whether online or offline, regardless of the entity, and every step in the operation process can be shared and fissioned. The purpose of sharing and fission is not anything else but to increase new traffic. If the new traffic is managed well, it will become real private domain traffic.

This is the point of view I want to share with you today, based on my own understanding as a primary school student who is here to learn. Thank you everyone.

Author: Ahao

Source: Crazy Operation Officer