How to achieve a daily increase of 10,000+ private domain users?

In 2020, a sudden new coronavirus outbreak swept across the country, causing a small number of people to lose their lives forever, and leaving more people suffering from the threat to their lives posed by the coronavirus outbreak and the deep anxiety of earning a few taels of silver for food and clothing.

To my misfortunes, not only did I lose my white-collar job with an annual salary of hundreds of thousands due to family changes, but more importantly, I was unable to find a new job and alleviate the financial pressure brought by life because I had to take care of my family.

I don’t think anyone can understand the inner torment and spiritual loneliness I feel. The more difficult life is, the more it can stimulate the potential deep in our hearts; the more difficult life is, the more hopeful we tend to be; this is the historical background of my relationship with social e-commerce.

I remember that one day I was inexplicably pulled into a social e-commerce group called "JD Internal Coupon Welfare Group". While the group leader introduced the project with great enthusiasm, he also used a social robot to share JD’s internal coupons.

Although it was abrupt, it aroused my curiosity about this new thing. According to the information shared in the group:

JD Social E-commerce is a social e-commerce project developed around the JD platform.

This is a side job or part-time project. It does not require too much cost and time. You do not need to consider product selection, warehousing, logistics, or quality issues. You only need to register a corresponding account and upgrade by shopping and locking fans.

As the level increases, the discounts and the amount of money you can earn become bigger and bigger.

First, JD.com takes out part of the advertising fees of the platform stores and designs it into internal coupons. After users receive the internal coupons, in addition to enjoying the discounts on the JD.com platform, they can also use the benefits of the internal coupons a second time. To achieve the purpose of merchants generating revenue, users saving money, and platform attracting traffic.

According to the official introduction, although social e-commerce is a relatively new business model, our commission comes from the merchants' advertising fees, and users' coupons also come from the merchants' advertising fees. JD.com adopts a new business model to collect the advertising fees from merchants in the form of coupons and use the money for the people.

In addition, now is the early stage of land grabbing. The more users we occupy, the more substantial the subsequent revenue will be. Just like those people who joined Taobao, Meituan, and Pinduoduo early on, this is another opportunity for ordinary people to get on board early and get rich quickly.

Years of professional experience have made me question new things, but also willing to accept new things as early as possible. New things have risks, but new things also have new opportunities. As a sales consultant for a large 2B system, my lack of understanding of the Internet industry at the time made operating this project even more difficult. I believe that this experience can provide reference and enlightenment to more operators and build workplace confidence for more newcomers.

Unconventional approach 1: Let users come to you, not you go to users

According to the understanding of the business model, only when there are enough users under one's command can a leapfrog growth in commissions be achieved. So, the first thing I needed to think about was how to get more users. Or, to think further from their perspective: how can I get more users to find me?

According to this idea, the best answer should be promotion and advertising.

This is indeed an excellent operational idea, but it is not the best operational idea. The purpose of the general public participating in side jobs is to increase their income. At present, it is obviously inappropriate to invest a lot of advertising and promotion costs before seeing the feasibility of income. If implementing the verification project is not feasible, you will end up losing both the wife and the army.

Paid advertising and promotion are not advisable, so are there some free promotion and advertising methods?

It really happened. I was a creator of Toutiao in 2015. I really experienced a very ordinary piece of content. After being pushed by the platform, it could get 300,000, 500,000, 1 million, or 2 million views or readings. It was a jaw-dropping scene.

Therefore, platforms such as Toutiao, WeChat Official Account, and Douyin have become the first choice. Not only are these platforms free of charge, but they are also in a period of traffic dividends, so there will be a large amount of traffic that can contact you in the first place.

Later, the concepts of private domain traffic and public domain traffic became clearer and clearer to me, and I also understood more and more that this form of seeding and attracting traffic through content is actually a public domain gameplay. It was also because of my lack of experience in the Internet that I accidentally took the first step in unconventional operations.

This incident has always reminded me in my subsequent career that operations is not about doing chores, nor is it about execution. The planned plans and operational ideas must not be constrained or hijacked by the industry or experience.

Wild way 2: Propaganda for the government, we never leave our names when doing good things

After solving the problem of free promotion and advertising, the next question is: how do users find your articles and why do users read your articles?

Regardless of which platform the account is on, as individuals we generally lack popularity and attention. If you hope to create popularity and exposure through your own strength, but do not have sufficient manpower, material resources and materials, I advise you to go to bed early.

Since the positive approach doesn’t work, can we think in the reverse direction?

Since I have no personal fame and no IP, there is no way for users to find me and recognize me; then, is there any well-known IP that I can own?

Yes, there is. This project is a project of JD.com. JD.com is a well-known IP and brand. There are many users who want to know about JD.com’s part-time jobs. Why should we work so hard and ineffectively to promote social e-commerce for JD.com? Why not use JD’s brand, IP, and resources to promote and advertise yourself?

How to use JD.com to promote yourself?

After a long investigation, I found that: because this project is relatively new. JD.com did not make an official announcement on Toutiao, WeChat official accounts and other media; many users complained because they could not find official information!

So, I grabbed all the content that seemed to represent the official content as soon as possible. For example: publishing seemingly official information such as "Dong Xiaodian", "JD Dong Xiaodian", "JD Social E-commerce", and "Dong Xiaodian Encyclopedia" on major platforms such as Baidu, Toutiao, and official accounts.

Now that the problem of users not being able to find the official website has been solved, the next step is to take over the traffic that comes from the official website!

Obviously, this was also a case of accidental discovery, mainly due to the fact that official information was not updated in a timely manner, and it was somewhat risky to carry out a high-profile operation. At the same time, I believe that no official will like this kind of action of "doing good things without leaving a name", so we define it as a wild way and a bold operation. At the same time, we also remind the majority of operators to promptly update and maintain official promotional information that represents the official image. This is the most direct channel for users to understand the official image.

Wild way three: Either create momentum or take advantage of it

The popularity of e-commerce, the popularity of new retail, the popularity of the sharing economy, the popularity of pigs on the vent, the popularity of social e-commerce, the popularity of artificial intelligence, the popularity of cloud, the popularity of the metaverse, etc., were all created by Jack Ma, Liu Qiangdong, or Lei Jun.

Therefore, the successful hype in these industries reminds us: As operators, especially those responsible for marketing, creating concepts, creating trends, and creating trends are the top magic weapons we need to master. If you lack the strength and capital to create momentum, then as a qualified marketer, it is essential to leverage the momentum.

As mentioned earlier, we seized the entrance to search traffic and took over the official traffic by doing good deeds anonymously.

However, the Internet in the world is one family: we learn from each other (hu). So, it won’t be long before you find that the streets are full of content similar to mine. As the amount of information increases, users will not be satisfied with just understanding the basic data.

At that time, I saw that Taobao's social e-commerce was more popular than JD.com. Suddenly it occurred to me that if we can borrow the official brand, IP, and fame, why can’t we borrow those of friendly competitors?

So, I published an article comparing JD.com and Taobao. Although these articles are popular in the market. But it didn't reach the level I wanted? Is there any better way?

Suddenly, I remembered Mr. Lu Xun’s description of the Chinese people’s love of watching the fun in “Blood Steamed Buns”. This gave me a lot of inspiration.

Offline, Chinese people like to watch the excitement; online, Chinese people also like to watch the excitement. Why don't I take advantage of this feature and increase the popularity? Let JD.com and Alibaba compete in a healthy way (Gan Zhang), and let social e-commerce within JD.com compete in a healthy way (Gan zhang). So, we published "Which one is better, JD.com's Dongxiaodian or Taobao's Taoxiaopu? 》《Why it is said that Dong Xiaodian is JD’s biological son, and the others are JD’s adopted sons》 and other articles.

To this day, I personally don’t think that creating disputes for marketing purposes is a good strategy. Therefore, it is also classified as a wild operation. I hope that operators can have more and better references.

Wild way 4: Always be a little bit better than your competitors to get the most benefits

The Internet's explosive gene can make performance grow wildly, and the Internet's transparent gene can also lead to plagiarism everywhere. As operators, we are pleased with ourselves for designing novel gameplay and marketing; at the same time, we are also confused by the reference of our competitors (Chaoxi).

By playing the above game, my team and I achieved rapid growth for a short period of time. However, it won’t be long before you will find similar content popping up like mushrooms after a rain.

This problem seems to have no solution, but there seems to be a solution. In fact, after years of hard work, I still believe deeply in Internet operations, especially 2C Internet operations. The only solution is to constantly create differentiation and always be a little better than others. Only in this way can you become the unicorn with the greatest profits.

Whether thinking from a marketing perspective or from a creative perspective, it is no longer realistic to achieve wild growth in content through marketing. Next, if we want to continue to make this project excellent enough, we need to change the system and thinking and find a differentiated path that can better reflect the gap.

As an operator, the most basic thinking is not only data thinking, but also user thinking. If we want to discover other ways to differentiate ourselves, we need to return to user thinking.

There are many ways to understand user thinking, the most common ones are user behavior analysis or user behavior mapping. What is used here is the user behavior map - what is the next action of a user after learning about the project through the media? This may give us new operational ideas!

While everyone was still imitating my content, I had already started to differentiate myself in the user map. After the user learns about the project through the content, he will think for selfish purposes and must find an option that is most beneficial to him.

For side projects, the most advantageous features are increased income, simplicity, following the right people, and choosing the right team.

Having said that, we have found the answer. The next marketing focus must highlight how to meet the above-mentioned needs of users.

• In order to highlight the increase in income, the higher-income people in the team were packaged and processed;
• In order to stand out and follow the right people, I packaged and promoted myself;
• In order to highlight that we were following the right team, we came up with a meaningful team name (raising the banner of recruiting soldiers);
• In order to highlight simplicity, I conducted a series of training and compiled free and paid content that can demonstrate professionalism and be exported externally; for example: "JD Dong Store Elite Team Recruitment" and "JD Dong Store Zi Qi Dong Lai Team - Internal Training Session for Hot Product Selection" and so on.

The Internet is beautiful, but it is also cruel. I don’t want to strain my brain every day to think a little better than others, but I need to do so every day.

Although this is an article that shares some unconventional operations, I do not think this kind of thinking is unconventional. I also hope that the future of the Internet will increasingly respect customers, employees, and human nature.

Summarize

Although, it is a summary of my personal early wild operations. However, we can also clearly see that whether it is private domain operation or public domain operation, it is inseparable from reverse thinking, momentum marketing thinking, leveraging marketing thinking, common user psychology marketing, and differentiated marketing.

Although this article introduces some unconventional methods of early operations, it does not lack in-depth thinking. We hope to provide enlightenment and reference to more operators, so that they can form their own way of thinking and working in subsequent private domain operations.

Author: Zhong Jiazhen

Source: Things about Internet Operations