The three key points of enterprise private domain traffic operation are "attract", "retain" and "collect".

As public domain traffic becomes increasingly expensive, more companies are beginning to pay attention to private domain traffic . Establish a private traffic domain pool: The brand can generate its own blood, circle a group of precise users, and continuously cultivate through content marketing, personalized services, event operations and other measures to harvest the value of existing users.

1. “Attract” traffic: Make good use of people, goods, and venues to connect users through all channels

The key to attracting private domain traffic is to connect users through all channels. First of all, we need to know where the users are and what methods can effectively connect them. I think it is easier to understand if we combine the people, goods and places of retail.

people:

Shopping guide - connecting offline store users

Employees - KOC, employee communication is the first step in brand social fission

KOL - a highly loyal "fan support group", similar to Xiaomi Mi fans, has a wider influence and can bring unexpected exponential growth to the event.

goods:

Users who purchase products already have a certain level of loyalty, and to connect with them, all you need is “one product, one code + effective incentives” to get them to follow the brand’s official account. Among them, creative incentives will greatly increase users' enthusiasm for scanning codes. For example, in this year's popular "Creation 2020", the way to pick a girl is to buy a certain product and vote through the QR code on the bottle cap.

Field: The key to field connectivity is comprehensive coverage. In this fragmented era, users will appear in all kinds of unexpected places: online, offline, Weibo, WeChat and Douyin, social networks, e-commerce, vertical content platforms... Accordingly, brands must also deploy in various venues, maintain connections and activities with users, and direct traffic to the brand's private traffic pool.

2. "Retention" of traffic: data closed loop drives traffic closed loop, fine-tunes user operations, and achieves explosive growth <br />Traffic retention is the process of continuously improving user loyalty. Brands need to continuously interact with users through content, activities, services, marketing, etc., obtain various business data, identify users, draw clear user portraits and user paths, define user levels in combination with user analysis models, screen out high-value users for key training, and cultivate members to higher levels through various incentives to enhance user value.

A well-known fashion brand often launches limited edition sneakers for celebrities. How can it attract high-value users who love collecting to buy them? How can it prevent scalpers from hoarding goods and reselling them at high prices? How to avoid disturbing users who are not interested in limited edition sneakers? Based on the tags accumulated through multiple marketing campaigns, the brand screens users with tags such as #limited multiple purchases#, #loves basketball#, and #loves sports#, and pushes targeted messages to them. It not only ensures that the products flow to the target population, but also gives high-value users V a sense of respect.

3. Collect traffic, create consumption scenarios, and increase sales silently

When a brand has a large number of highly loyal "true fans" through "accumulation + nurturing", any new products and activities it launches can achieve the effect of "one call and a hundred responses", just like a big reason for Xiaomi's success is because it has a large number of loyal Mi fans. When it comes to collecting traffic, we believe that card and coupon O2O marketing and corporate WeChat group flash sales with social e-commerce characteristics are one of the best and most effective ways to achieve explosive sales growth.

Author: Private Domain Traffic Study Society

Source: Private Domain Traffic Study Club ( shequnshe )

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