Tips for building a private domain traffic personal account operation system

Under the influence of the 2020 epidemic, China's economy is moving towards digitalization in an all-round way. In 2020, if someone tells you that he doesn't understand private domain traffic , it means that he has not kept up with the times. If someone tells you that you don't need to create a personal WeChat account, it means that he is a fake operator. Nowadays, the concept of private domain traffic is rampant, and the operation system based on WeChat personal accounts has also become the first choice and is considered to be the core of private domain traffic. It can even be said that WeChat personal accounts are equal to private domain traffic.

This article summarizes the operation strategies of personal WeChat accounts, which are divided into five aspects. It aims to clearly sort out the operation logic of private domain traffic based on personal WeChat accounts, and help physical store owners avoid detours and pitfalls.

1. Account Setup

The first step in operating a personal WeChat account is to create a high-quality account, which is different from the private accounts we use in daily life, and also different from those advertising accounts that can be seen everywhere and recognized at a glance.

To “nurture” such an account, two things need to be done, namely, building a personal image and establishing a circle of friends.

1. Personality creation

The so-called character building is to shape your WeChat personal account into an easily recognizable account, so that when people add you as a friend, they can easily see what you do. In this way, they will think of you when they have needs.

The core principle of creating a WeChat personal account is to fill the content around a unified persona. For example, an educational institution’s WeChat personal account can create an expert persona, such as an admissions expert, a family education consultant, etc. The specific design can be as follows:

(1) Nickname: Institution name + teacher/real name.

(2) Signature: A concise resume, such as "Focusing on physics teaching for 55 years, helping children avoid learning difficulties"; or a signature that conveys feelings, such as "Making children fall in love with learning is the greatest motivation."

(3) Avatar: Use the organization’s logo less often. You can use cartoon animal images that symbolize the company. Try to use professional or daily life photos.

(4) Home page background wall: There are two types. One is a picture-based personal introduction that highlights professional experience and matches the company's tone; the other is a picture guide that guides users to view content in the Moments.

2. Moments Operation

For personal accounts, the circle of friends is its greatest value. Good content in the circle of friends will accelerate the trust of others, because 99% of people’s first action after adding a friend is to check the circle of friends. This is the first step to understand the other person, and can even directly judge what kind of person the other person is. This shows the importance of building a circle of friends.

A good circle of friends can definitely help others. If they have a problem, they can find relevant solutions by looking through your circle of friends. It doesn't have to be a complete solution, but at least it can give some inspiration.

2. Content Operation

A personal WeChat account can have an impact on friends. In addition to one-on-one communication, what is more important is whether the content provided to the other party is valuable, such as sharing in the circle of friends, private chat information, etc.

Especially for the traffic and retention of personal accounts, good content plays an almost decisive role, especially for personal accounts with amateur personalities and no authoritative endorsement. The most effective way is to provide valuable content that meets urgent needs.

3. Finding seed users

When "raising" a personal WeChat account, you will be required to save a group of friends and do some interactions to reduce the risk of subsequent large-scale additions. After the preparation period, you need to find real seed users to reserve user resources for continuous new user acquisition and conversion. In fact, traffic from any channel can be used as a source of users for a personal account, but here we only organize the search methods for WeChat groups, because WeChat groups are the most convenient channel for adding people, which is faster and more direct than attracting traffic from outside WeChat.

1. Actively join paid communities or knowledge planets

Compared with free communities, paid communities are much higher in terms of user quality and activity. If you want precise seed users, paid communities or Knowledge Planet are the first choice.

2. Participate in competitive product sales activities or courses

Any business that holds an event will set up an activity group. Any knowledge-based payment and general retail training company that sells courses will set up a service group. All you have to do is participate, whether it is free or paid, as long as you make sure there are users suitable for you.

No matter which channel you use, as long as you enter the group, try your best to add friends. There are two best ways. One is to greet the group owner and ask him to recommend you actively. The other is to be active, such as sending red envelopes, information, opinions, etc., to add friends passively.

4. Fission Propagation

After a personal WeChat account has accumulated the first batch of seed users, it needs to be maintained. The specific method varies depending on the business. Here we will focus on how to use the trust of seed users to expand new friends, that is, how old users can bring in new ones.

First, the gameplay. There are many ways to play WeChat ecosystem fission. Public account fission, WeChat group fission, and mini program fission can all divert traffic to personal accounts. There are two types of fission based on personal accounts:

(1) Forced sharing: Add friends -> Provide posters and words -> Request sharing and screenshots -> Reply with screenshots -> Add new friends.

(2) Assist with invitations: Add friends -> reply with an invitation code to get the script and poster -> complete the specified invitation task -> add new friends. The second is to create a group. The purpose is very simple, which is to centrally operate seed users and guide them to share, so as to improve the efficiency of bringing in new users. As for the group operation methods involved, they are actually very diverse, and the core logic is "unified consensus + value incentives."

The so-called unified consensus is to emphasize the purpose of the group and clarify why group members gather together. This can help unify actions.

Value incentives are easier to understand. In short, it means telling group members that they can gain benefits by completing sharing, or designing a competition mechanism to guide group dissemination, thereby creating larger-scale fission.

It can be seen that the combination of choosing the right gameplay and adding community operation can continuously amplify the potential energy of the WeChat personal account.

5. Operating private domain traffic is essentially operating your personal image:

From the perspective of user experience, your personality can be roughly divided into five levels of cognition:

1. External layer: let users perceive your appearance, manner, clothing, circle of friends, conversation, and articles.

2. Role layer: where you are from, what you do, what position you are in, and what level you are at. Essentially, when you meet flight attendants and waiters in a bank or on an airplane, their attitude, etiquette, and what they say to you are essentially determined by their roles.

3. Resource layer: What resources do you have? What resources do you use to build your character?

4. Ability level: What kind of personality traits do you have? What abilities do you have that will allow you to achieve your goals?

5. Initial intention level: What do you want? what are you up to? What is your ultimate goal? This is essentially your strategy, your core.

When we look at a person’s circle of friends or the content in a company’s official account, on the surface it is a person’s external appearance, but in essence, it is determined by his or her role. The role is determined by resources and capabilities, and resources and capabilities are determined by your original intention. So, before you engage in private domain traffic, you must think clearly about why you want to do it, what your ultimate goal is, and what your strategy is.

The above are all the skills for building a personal WeChat account operation system. It can be found that the core logic is "content + operation", which is also the essence of private domain traffic operation. In private domain traffic operations, personal accounts are the most critical link. It carries the functions of "stock", "conversion" and "fission".

Author: Private Domain Traffic Study Society

Source: Private Domain Traffic Study Club (ID: shequnshe)