7 new ways to use private domain traffic!

I thought that it would take at least until the end of 2020 to see a new round of major iterations of private domain traffic gameplay, but at the beginning of the year, thanks to the impetus brought by the epidemic crisis, upgrades and iterations came faster than expected, and new gameplay and new combinations emerged in an endless stream.

Jianshi, together with heavyweight partners such as Tencent Advertising, nEqual, Umeng+, YY Yijian, Youzan, Yizhuan, Tuzhan, and Weisheng·Qiwei Butler, which are leaders in the social e-commerce industry, have sorted out these latest strategies and found that in the face of crisis, companies have come up with at least 7 different and effective new strategies for private domain traffic.

With the help of various tools including private domain traffic, countless companies are rapidly transforming online. How do the combination of tools bring about their value and function? What are the obvious combination characteristics and combination logic? 7 new ways to play private domain traffic, how to play them respectively? As follows, Enjoy:

1. The first step:

Live broadcast + community + mini program + private domain traffic

From the outbreak of the epidemic to the present, many physical retail merchants have accelerated their entry into online private e-commerce, driving offline stores through online live e-commerce and community marketing, increasing store traffic and sales, which has almost become a rigid need for physical enterprises to seek growth.

The combination of "live streaming + mini program + community + private domain stores" has become the most widely used strategy at present, and it has almost become the standard in the retail industry.

In this combination, not only can personal WeChat accounts and corporate WeChat serve as containers and carriers of private domain traffic, but communities also assume this function. In terms of supplying traffic and continuous repurchases, the two work together to help companies carry out refined and efficient operations.

Mini programs and live streaming are conversion tools, and their division of labor is slightly different. Mini programs are suitable for long-tail, long-term conversions and repeat purchases, while live streaming is suitable for short-term event monetization. Both of them have the fission potential to attract new users simultaneously, so the new users obtained can be fed back to the private domain traffic pool and continue to "sustained growth".

At the same time, these user consumption data are synchronously fed back to the SCRM system, and user data is continuously accumulated and updated to form a super closed loop of private domain operation management.

By building a private traffic pool through stores, and through live streaming e-commerce and community marketing, we help companies complete the private e-commerce closed loop of "directing store customers to online services, and online fans returning to stores." At the same time, this core idea has economies of scale, and one store's live streaming can link ten stores.

2. The second method:

Live broadcast + community/micro mall/mini program strategy

Turn live streaming into an important tool for acquiring traffic and promoting purchase conversions. The audience in the live streaming room and the customers who make purchases will be deposited in the community/micro mall/mini program, turning these gameplays into important actions for private domain traffic operations, which will directly affect the effect of the next live streaming.

For example, companies can attract traffic to their live broadcast rooms through store promotions, shopping guide promotions, and other methods. In the live broadcast room, they can push WeChat group QR codes to customers to attract the attention of fans of the live broadcast room, accumulate private domain traffic, and usually promote activity and purchase conversions through community activities such as group buying and flash sales.

(Meilin Beauty builds community through live streaming)

(Merrill Lynch Beauty uses live streaming to boost store sales)

3. The third method:

Three major "live broadcast" modes

Mode 1: Through the live broadcast portal platform

Carriers include Kuaishou, Douyin, Xigua, Volcano, etc., which are mainstream short video live streaming platforms.

Utilize the traffic generated by KOL/KOC influencers on mainstream live streaming platforms and guide consumers to e-commerce channels such as JD.com, Tmall, and Suning to complete their purchases through live streaming . Brands are required to cooperate in performance promotions on e-commerce channels at the same time, and logistics distribution must also go through e-commerce channel platforms.

Alternatively, the anchor team can put products on the live broadcast interface and guide consumers to the platform's embedded e-commerce page (similar to the merchant purchase interface of a Taobao store) to complete the purchase, but logistics and delivery must be completed by the merchant himself or an agent service provider, which is more similar to the Taobao merchant sales model.

Mode 2: Live streaming on e-commerce platforms

Carriers include built-in live broadcast sections on e-commerce platforms such as JD.com, Tmall, and Suning.

Invite KOL/KOC influencers, or colleagues in charge of livestreaming marketing from the brand, to enter the livestreaming rooms of the brand’s flagship stores or online shops on e-commerce platforms, and use shopping guide livestreaming to guide consumers to complete their purchases. The brand also coordinates sales promotions in the livestreaming rooms, and ultimately completes subsequent logistics distribution through the e-commerce platform.

Mode 3: Live streaming via WeChat Mini Program

The carrier is such as self-built WeChat applet.

Relying on the WeChat ecosystem, combined with public account tweets, WeChat groups, Moments, Moments ads, etc., the brand’s self-built WeChat mini-program is introduced, KOL/KOC influencers are invited, or colleagues in charge of live marketing by the brand use the mini-program live broadcast function to guide consumers to buy in the form of shopping guide live broadcasts. Brands often cooperate with shelf effect promotion activities in the mini-program live broadcast room, and consumers complete the transaction through the micro-business page built by the mini-program. Finally, the logistics delivery is completed by the brand merchants themselves or the agency operation service providers.

As the epidemic has caused the brand's marketing work to shift from offline to online, it can be expected that in the second half of 2020, a large number of brand merchants will inevitably release their marketing budgets in online channels under the pressure of growth, which will inevitably make it more expensive to acquire customers through public domain traffic. It is imperative to rely on the brand's own private domain traffic pool resources.

4. The fourth measure:

Enterprise WeChat + Mini Program + Live Broadcast + Community

The four-piece private domain operation model of enterprise WeChat + mini program + live broadcast + community, its underlying logic of exerting value and function is closely related to "scenarios" and "relationships".

One is the trust jointly built by the scene and the relationship. Live streaming allows some companies to appear to consumers in a way that has never been seen before. We often say that transactions are based on "trust". For example, when shopping in a small offline store, the merchant often says, "My store is here and I can't run away." This sentence can match the trust built up by the bombardment of online advertising.

Live streaming replaces the cold brand logo with a living person, and the subtext becomes "We have met, you can trust me." Therefore, the greatest value of this combination lies in helping businesses and users quickly build trust.

Second, this combination of gameplay helps companies achieve "wide" and "fast". On WeChat, a national-level social application, companies can quickly establish corporate WeChat groups around users and scan QR codes without any sense of separation. It can be said to be a natural and convenient traffic-generating tool. "Add WeChat first and chat on WeChat." This makes private domain operations the difference between transactions and stickiness during the epidemic.

Therefore, in addition to the tools of "Enterprise WeChat + Mini Program", the in-depth and refined operations brought by "live broadcast + community" are the most valuable parts.

If we anthropomorphize these tools, we will find their characteristics and logic: Enterprise WeChat - online customer assetization; live broadcast - simulation of face-to-face meetings; communities - simulation of acquaintances; mini programs - simulation of service roles. These four tools simulate the process of enterprises gradually building customer relationships in various scenarios.

5. The fifth move:

Enterprise WeChat + different personality combinations

Large commercial centers often use private domain traffic as a starting point and attach importance to and strengthen online services. Among them, the gameplay of enterprise WeChat + different personal settings began to appear . This gameplay can be organized into the following mode:

1. Create online personalities and launch corresponding customer service numbers by region

A) Ordinary persona: shopping assistant

Utilize private domain traffic to provide customers with product/activity information and convenient services. Meet consumers' information/convenience needs to obtain rich information and enjoy more affordable and convenient services. You can create a "membership group" to help customers accumulate points in a timely manner and redeem prizes regularly. You can also publish information about Shenzhen MixC events through your Moments to attract marketing traffic, and quickly answer customers’ questions about the shopping mall through private chats.

B) Advanced Personality - Private Butler

Provide instant services through private domains, become a part of customers' lives, and provide personalized exclusive activities. Provide customers with exclusive VIP service experience, fully meet their life demands, and provide rich emotional care. For example, MixC can organize luxury fashion brands to have one-on-one in-depth communication with customers and establish friendships.

2. Refined customer operations

Taking Mixc as an example, its one-to-one service capability is relatively weak. Both official accounts and mini programs lack refined operations for customers. The first step in refined operations should be to add tags to customers. Mixc World should have its own CRM system to manage members. In fact, private domain users can also be connected to the system and managed together.

6. The sixth move:

WeChat advertising leads to direct addition of corporate WeChat shopping guides

A typical way to link the public and private domains and obtain more public domain traffic is to attract traffic through WeChat advertising and directly add corporate WeChat shopping guides with one click.

This combination relies on the connection between WeChat advertising and enterprise WeChat, and supports the delivery of all traffic positions of WeChat advertising Moments, public account advertising, and mini-program advertising. With the help of 1.151 billion massive users, intelligent and efficient delivery technology and precise and complete targeting capabilities, advertisers can efficiently attract users to WeChat for Business, provide users with warmer professional services, maximize user value and achieve efficient business growth.

For example, consumers can access the guidance page through Moments ads and service account content push, and add the corporate WeChat account for brand shopping guides through these two traffic channels . Brand shopping guides can interact and communicate with consumers in the WeChat scenarios that consumers are familiar with, through one-on-one private chats, corporate WeChat group communication, and content recommendation in Moments.

The above three operation tools can all be directed to the brand’s official program mall, which can not only achieve multiple rounds of reach and conversion, but also make the private domain conversion of the brand mini program more warm.

During this process, users come from WeChat advertising traffic, settle in the brand's private traffic pool, and then are converted through the brand's official mall mini program, ultimately achieving a business closed loop from traffic diversion to conversion.

7. The seventh move:

Community operation + new strategy for private domain traffic

The simple combination of community operation + private domain traffic is an effective way for enterprises to link their public and private domains.

For example, after experiencing the epidemic, Xibei’s front-line waiters and managers all moved online, created user portraits through Xibei’s self-built CRM system, and then classified users with different preferences and needs. They then established many WeChat groups, some for taking orders and some for selling vegetables, to carry out targeted operations and delivery.

It is these measures that have allowed Xibei to catch its breath. Achieving daily revenue of 2 million yuan can allow a company to survive longer. During the epidemic, Xibei provided a mask to every user who ordered takeout, which surprised many users and they recommended it on their Moments, Weibo and WeChat groups. This mode of operation makes the relationship between brands and private domain users closer.

After encountering obstacles offline, Xibei quickly moved online. However, the prerequisite for moving online is to build data in advance and find new development through online user operations, such as community operations.

On the basis of social networks and private domains, whether you choose live streaming or mini programs, as long as you choose the fastest and most efficient combination of public and private domains based on your product attributes, you can resist the risk of corporate death in this battle.

Author: Jiongshen Product View

Source: Jiongshen Product View (ID: jspvision)