2020 Private Domain Traffic Full Link Practical Operation Guide

Private domain traffic is a mechanism to better serve the relationship between brands and consumers. Finding users, maintaining users, activation, monetization, repeat purchases, and word-of-mouth referrals can all be better accomplished under the private domain traffic system. Compared with official accounts, the natural traffic from search engines is public domain traffic, while subscription accounts are private domain traffic. If compared with personal accounts, the opening rate of public accounts is too low and it is difficult to reach them actively. Subscription accounts are public domain traffic, and personal accounts are private domain traffic. There is no absolute public domain, nor is there an absolute private domain.

The essence of private domain traffic is to establish connections, create relationships between users and operators, and create value through long-term operations for users. What we need to do with private domain traffic is not short-term harvesting, but long-term cultivation.

1. Raising an account in the private domain:

1. How many stages are there in maintaining an account and how long does each stage take?

Three stages:

1. Registration period: about one week after registration. The risk of account suspension is highest at this stage, so do not perform any marketing operations.
2. Growth period: about one week to one month after registration. At this stage, real user behavior should be simulated to prevent WeChat from determining it as a marketing account and blocking the account.
3. Maturity period: No abnormality is found after one month and it can be used normally.

2. How many WeChat accounts can one person register?

One ID card can be used to register five WeChat accounts.

3. How to register a large number of WeChat accounts? What should I pay attention to?

Avoid virtual operator number segments 170 and 171. If you cannot avoid virtual operators, try to use the 167 number segment.

Do not use third-party tools or register using an emulator on PC. Use the official original WeChat to register.

If you register in batches, you need to use data traffic to access the Internet. Registering a large number of accounts with the same IP address may easily lead to being blocked.

4. How to maintain an account?

Registration Period:

① After registration, complete the profile picture, nickname, location, signature, Moments background wall and other information.

② Real-name authentication and bank card binding. It is better to deposit a small balance in WeChat wallet or purchase a small amount of Zero-Balance Wallet.

③ Build social relationships:

Strong relationships: After registering, add several old WeChat accounts (those that are in normal use, have passed real-name authentication, have bound cards, and have used payment functions) as friends as soon as possible. It is not advisable to have too many accounts, just add 1-5 friends you frequently contact. Transfer money with friends, send and receive red envelopes, etc.

Weak ties: Chat with WeChat friends, join several WeChat groups, and like and comment on friends’ Moments.

Life scenarios: adding WeChat emoticons, offline payments, using WeChat to pay for other apps; reasonable movement of geographical locations; following public accounts; using third-party functions such as Didi and Dianping embedded in WeChat.

④ Add 10-20 WeChat friends gradually in the first week. Do not add more than 3 friends on the same day. Do not actively add too many friends. Add more friends passively.

⑤ Do not use features such as Drift Bottle and People Nearby.

⑥ Post to Moments normally, focus on daily life, and do not post advertising content.

⑦ After logging in, stay logged in stably and do not change devices or switch login accounts frequently.

5. How do I know if my personal WeChat account is at risk?

①Friend adding restrictions

②Restrictions on posting in Moments

③ The circle of friends is limited, and some friends cannot be swiped

④Searching for this WeChat ID shows abnormal status, and others cannot add friends

⑤ When chatting with friends, a "risk warning" is displayed on the other party's screen

⑥ Risk warning will also appear when someone transfers money to you

2. Private domain drainage:

1. What are the common ways to attract traffic through WeChat?

Depending on the location where the traffic is deposited after diversion, it can be divided into group diversion, public account diversion, personal account diversion, and mini program diversion. In addition, multiple methods can be combined to operate. Private domain traffic is mostly operated using groups and personal accounts. .

2. What are the common traffic diversion operation paths?

3. How many ways are there to reach private domain traffic?

Personal account, corporate WeChat, WeChat group

4. How to reach users at a deeper level and enhance user stickiness?

It is necessary to avoid harassing users during the reach process and to reach them in a timely and effective manner. User stickiness can be established through interaction when conditions are met. However, the interaction method is designed based on user portraits and user needs. The same interaction method cannot be designed for all users. Not only will it not increase stickiness, but it will become harassment.

There are several interactions that enhance stickiness:

• ①Interaction that makes target users curious
• ②Interactions that engage target users
• ③Interaction that makes target users happy

User operations are divided into three levels: shopping assistant, topic expert and private partner. A deeper level of user reach is to become a private partner of the user, which not only solves the user's life needs, but also meets the user's social needs and provides the user with more emotional companionship.

3. Monetization of private domain:

1. Which fields are suitable for using private domain traffic?

At present, private domain traffic is mainly used in four areas.

1. Physical store.
2. Carry goods, WeChat business
3. Online Internet projects (knowledge payment, paid communities, online education, etc.)
4. The brand has its own traffic.

2. How do physical stores use private domain traffic?

Private domain traffic is widely used in physical stores. A community store significantly increased its user repurchase rate through private domain traffic and cultivated a group of highly sticky fans.

The store itself is a good traffic entrance. For physical stores, the source of traffic is not the most important issue to worry about. Physical stores have a certain amount of natural traffic every day. If you want to build a private traffic pool, all you need to do is migrate offline traffic to WeChat and complete the traffic sedimentation.

Through one-on-one private chats on WeChat, users can also place orders directly on WeChat and pick up the goods in store, completing the order process of "check product information in the community - stimulate purchasing desire - place orders through private chats - pick up the goods to complete the purchase."

3. How do brands use private domain traffic?

When it comes to private domain traffic, Perfect Diary is a brand that cannot be bypassed. Perfect Diary’s rapid rise as a new brand is closely related to its operation and cultivation of private domain traffic. Perfect Diary has established a large number of personal account matrices and created the brand personal IP "Xiao Wanzi". We signed a contract with a real-life model and every post on WeChat Moments is shot with a real person.

Perfect Diary uses offline stores and online sales to attract customers and potential customers with purchasing intentions to its personal WeChat accounts. Through content operations in the circle of friends, users can feel familiar with each other, and brand exposure can be continuously generated to increase user recognition.

(Screenshot from Xiao Wanzi’s Moments)

(Automatic reply words from Xiao Wanzi’s personal account)

Use automatic replies + a small amount of manual operations to direct personal account traffic to the community, and conduct various operational activities within the community, including promotions, lucky draws, etc. After establishing private domain traffic, "Perfect Diary" can repeatedly reach customers through WeChat Moments and communities, and generate conversions or repeat purchases through live broadcasts, big promotions, and lucky draws.

During the Double Eleven promotion in 2019, Perfect Diary ranked among the top 20 beauty brands in terms of sales on Tmall, becoming a well-deserved dark horse. Industry insiders said that its sales growth rate was as high as 1193%.

4. How to avoid risks in private domain:

If you need to direct traffic urgently, it is recommended to use a transfer tool to replace the WeChat account, and then continue to direct traffic to the individual account through the transfer tool. For example, from the platform to the WeChat group, and from the platform to the service account. The transfer tool needs to be easy to reach, have a low churn rate and few restrictions. WeChat groups can be reached through multiple group announcements, and service accounts can be reached through multiple message templates.

1. How to reduce the risk of account violations?

① Avoid sensitive words in Moments, such as transfer, red envelope, order brushing, Taobao password, coupons, etc.;

② Control the frequency of group messages. Group messages to all friends should be sent no more than once a month.

③ Do not log into too many WeChat accounts with the same IP address and do not use data to access the Internet. In the same network environment, if one WeChat account violates the rules, it may easily lead to all WeChat accounts in the same network being blocked.

④ The mobile phone used for the WeChat account that has violated the regulations should not be used to log in to other new accounts.

WeChat has strict and clear regulations on directing traffic to personal accounts. Practitioners should note that private domain traffic should be operated reasonably and in a standardized manner within an appropriate range. Some marginal products and excessive marketing will only have a negative impact on the industry and the network environment.

Author: Jason@超

Source: Jason@超

Related reading:

Analysis of private domain traffic operation system!

7 new ways to use private domain traffic!

Analysis of Perfect Diary’s private domain traffic operations!

Tips for building a private domain traffic personal account operation system