The essence of brands generating private domain traffic is to manage KOLs!

Private domain traffic , as the name suggests, means: private domain + traffic operation. When it comes to traffic operations, everyone's approaches are almost the same, but when it comes to social networking, they are all very different. Ideal private domain traffic is that buyers and buyers, sellers and sellers, buyers and sellers can interact and communicate freely directly, and can communicate at any time before, during and after the transaction. Socialize in groups or peer-to-peer.

01. From people moving but goods not moving to goods moving but people not moving

Brands such as Zihaiguo, Wang Baobao, and AKOKO have suddenly become popular in the past two years. While many people are envious and jealous, they also have a question in their hearts: can these brands continue to be popular?

In fact, friends who have this question have overlooked a fact: today's media, channels and consumer behaviors have undergone fundamental changes. We can no longer use past traditional marketing experience to look at the growth path of new brands today.

Friends who have been engaged in marketing for many years have a feeling that retail channels have gradually begun to shrink from large to small, and from few to many. You can no longer cover all Chinese consumers by mastering one channel.

At the same time, the Internet brings products closer and closer to people, users make decisions faster and faster, and consumption becomes more and more random. If you can’t get consumers to place an order within three seconds of seeing your product, then your product will never have a chance of selling.

In the era of mobile Internet, every brand has to become a big hit and become an Internet celebrity. Sadly, many traditional brands don’t even have the opportunity to become Internet celebrities.

In the past, the logic of retail was: goods do not move, people move; everyone goes to supermarkets to buy things, so retail terminals become very important and are the focus of competition for all brands.

There is a huge difference between good and bad trading opportunities. Moreover, even if some products do not have a brand, the sales problem can still be solved as long as there is strong marketing ability.

With the development of technology, the transaction logic of retail nowadays is: people do not move, but goods move, and users can switch to another APP to find products, with almost no migration cost. Therefore, the essence of marketing today has changed from grabbing locations to grabbing attention.

The success of an internet celebrity brand first comes from its success in gaining everyone’s attention.

02. Enterprise’s public account ≠ private domain traffic

In the past few years when new media was reaping the benefits, many brands, such as Dongpeng Special Drink and Taishan Beer, did a lot of promotions by offering WeChat red envelopes for scanning codes and following followers. Their official public accounts have accumulated millions or even tens of millions of fans. In the past two years, the topic of private domain traffic has been particularly hot, and many companies are also wondering whether they can activate the fans on their public accounts and monetize them.

Frankly speaking, I am not optimistic about these companies that gain fans through scanning red envelopes and codes. They want to monetize the idea of ​​fans of public accounts. These people who follow the company's public account are called fans on the surface, but in fact they are just "followers" who come because of scanning the red envelopes.

They are not like Jiang Xiaobai or Apple fans, who actively follow you because they are fanatical about the product or extremely identify with the brand culture. So if you stop sending red envelopes and start sending them advertisements or promoting products, they will unfollow you immediately. Shallow relationships come and go quickly.

Then you may have questions, why can Viya, Li Jiaqi and Simba sell goods directly on official accounts? My brand has as many followers as theirs, and my influence is no less than theirs, so why can't I?

There is a blind spot in knowledge here:

Your own official account serves your own brand, and the essence of its operation is promotion.

However, internet celebrities or third-party media provide services to consumers, and the essence of their operations is recommendation.

No matter what kind of fans they are, everyone can recognize and recommend, but no one likes to be promoted.

Moreover, just because you reach a user or because he follows you does not necessarily mean he is your fan. If you forcefully promote product information to such a user, not only will you fail to achieve good conversions and evaluations, but it may sometimes even backfire. And Viya, Li Jiaqi and others don’t sell the same product 800 times every day.

Therefore, if you are a food and beverage company and want to sell products and realize cash directly through a public account, it is difficult to achieve good results.

03. Live streaming by influencers solves consumers’ decision paralysis

Scientists conducted a psychology experiment in the 1970s:

Two groups of consumers were randomly selected and presented with a series of expensive beers. They were also given tasting opportunities and coupons. The difference was that consumers in Group A were presented with 6 types of beer, while consumers in Group B were presented with 24 different types of beer. It was found that 30% of consumers in Group A eventually bought beer, while only 3% of consumers in Group B did so. It is said that more choices are a good thing, but too many choices made consumers in Group B exhausted during the comparison process, and they eventually gave up on buying. In psychology, this phenomenon is called decision paralysis.

People have an instinctive aversion to information retrieval. The problem with the information explosion is that you have to search for valuable information and products among excessive amounts of spam, and this process wastes a lot of users' time and cognitive costs.

The value of Li Jiaqi and Wei Ya's live streaming model lies in helping users to carefully select from a large number of products, thereby reducing the difficulty of decision-making for users. Why is Li Jiaqi so popular among girls? There are too many shades of lipstick. The emergence of Li Jiaqi has successfully saved girls from the problem of obviously insufficient IQ when faced with hundreds of shades of lipstick.

So one good recommendation is far more useful than a bunch of good sales pitches.

However, people's attention is limited, and the Matthew effect is very obvious in the live broadcast field. 20% of Internet celebrities will occupy 80% of users' attention. Top Internet celebrities such as Li Jiaqi, Viya and Simba will absorb most of the traffic.

Therefore, Li Jiaqi’s recommendation power will also become a scarce resource, which will lead to everyone scrambling for this resource. The end result is that all players should forget about making money from live broadcasts like Li Jiaqi’s.

What companies should think more deeply about is, in addition to Li Jiaqi, can consumers take the initiative to recommend our products to their friends?

04. How to be effectively recommended is the whole operation system

In the future, the ability of a product to be recommended will be a standard requirement for a company to survive.

The information consumers receive every day is full of recommendations everywhere, but in terms of effectiveness, recommendations that are farther away from the user can be understood as sales promotion, while recommendations that are closer to the user can be understood as recommendations. There is a conversion process from near to far, and whether consumers view the pushed information as sales promotion or recommendation depends on the degree of trust they have in the recommender.

From a consumer's perspective, user trust can be roughly divided into five circles:

From the perspective of effectiveness, consumers trust their relatives first, followed by friends and colleagues, then KOLs and internet celebrities they like and approve of, then comments, and finally media advertisements.

From the perspective of efficiency, the most efficient communication is through media advertising, then messages and comments, KOL influencers, friends and colleagues; when it comes to relatives, there seems to be no impact.

Today, almost all brands have gradually realized the importance of KOLs and have started to look for amateurs, influencers and KOLs on various apps like Xiaohongshu. However, we have seen a significant decline in the effectiveness of such recommendations.

I was chatting with Professor Liu Chunxiong a few days ago, and he mentioned a point of view that the essence of marketing is the advancement of marketing technology. When everyone has learned a method, it means that the method has become ineffective (diminishing marginal benefits).

This is also the dilemma faced by all brands in today's media environment. Very efficient, but poor results. If we cannot influence colleagues and friends around consumers at a deeper level, then small brands will most likely have no media to spread!

How to break this situation? Let’s go back to the incident on the official account just now.

The most valuable point of today's media technology is that we can reach consumers directly, on a large scale and quickly. Many companies want to monetize through the media, but this kind of traffic thinking is worthless because it is based on the logic of the new three forces and cannot achieve retention at all. The more information you send, the more fans you lose.

Therefore, after a company connects with consumers, the most important task is not to publish so-called media advertisements, but to think about how to rebuild the relationship with consumers through effective organizational forms, from simply knowing about big brands! Trust, good product! This process requires a complete set of transformation logic and system to support the operation of the enterprise.

05. Three-dimensional space, trinity

In his previous book "Connection", Professor Shi Wei gave a very clear description of how to build an effective trust relationship with users: cognition is online, transactions are offline, and relationships are within the community.

In my previous article, I also added a model to Professor Shi Wei’s basic theory:

The operational logic within the community is to rebuild the trinity relationship with consumers based on KOLs, social relationship chains, and utilizing the community pool.

Simply put, use the official account to attract fans, and through the operation of the official account, constantly interact with users and give users a good experience. In this process, pull users from online to the community, and even pull them offline to monetize. Through fan meetings and community sedimentation, let consumers re-understand, accept, and recognize you, and ultimately achieve a strong relationship with users.

Based on this strong relationship and the Dunbar number theory, every user who has a strong relationship with you can influence six close friends around him and help you spread the message to 150 people, and then split in turn, ultimately achieving the connection and linking of the three-dimensional space of users.

Author: New Dealer

Source: New Distribution