Advanced checklist for private domain operators

What is a private domain operator ? As the name suggests, it is a person who is responsible for the commercial results of private domain business .

It requires operators to be responsible for private domain users and commercial value, to make operational plans and strategies, to be able to formulate community activity plans, achieve activity goals, understand the setting and application of user stratification and labels, and even to know how to operate Moments and personal settings.

What kind of private domain operator is qualified? Or what skills does a qualified private domain operator need to have? There is no standard answer to this question. In today's private domain marketing field, there are no established industry talent standards, nor a very authoritative methodological model. It can be said to be a state of "a hundred schools of thought contending."

Today, I will use this article to sort out the 8 surface skills and 2 core habits that private domain operators must have.

1. 8 surface capabilities

1. Model Building

The ability to build models is a core skill that private domain operators must have. The modeling mentioned here refers to: model design, which is a great test of the operator's knowledge reserve and understanding of private domain marketing.

Powerful private domain operations can complete the construction of the entire private domain operation system based on the stage of the platform, the attributes of platform users and the attributes of the products it owns.

1) User research

Before building a model, you must know what the user attributes of the platform are? How many existing users are there? How many incremental users will there be in the future? Follow these to break down some goals and execute operational actions.

2) Product research

After thinking clearly about the target audience, the next key point is to build a product system.

As far as the private domain is concerned, your product system must create a funnel-shaped product system by extending the value ladder. These include at least: traffic-generating products, profitable products, and products with extremely high customer spending. What are the reasons why users must buy each product, and what is your sales proposition?

3) Path design

After figuring out the users and products, we still have to complete one more action, which is user path design. How do users come to the private traffic pool from various channels? Which private traffic pools will be deposited into? What method is used to precipitate into these traffic pools? etc.

2. Private domain construction

An excellent private domain operator needs to have the ability to acquire users. It is usually divided into three directions: grabbing users in the public domain, guiding users through the platform, and fissioning users in the private domain.

1) Grabbing users from the public domain

How to attract users in the public domain to your own platform through investment, and then design user paths and sedimentation paths. Of course, grabbing users in the public domain requires upstream and downstream cooperation with other advertising departments.

2) Platform guides users

How to use bait to direct platform users to the private domain traffic pool. For example, e-commerce users, APP users, and offline store users. The key is to design the drainage path, with the aim of settling into the WeChat private domain system, conducting subsequent repeated contact and activation, and expanding the overall private domain traffic pool.

3) Private domain fission users

There is no doubt that fission, as a method to continuously acquire users at low cost, can fully tap the social value of users and achieve growth in user scale. Common fission growth methods include: group buying, task treasure fission, 1 yuan exchange, community fission, enterprise WeChat fission, etc.

3. User Operation

1) Personal account IP

The key to doing a good job in private domain traffic is user logic. Users are specific individuals, and operations also need to face everyone with a human image rather than a cold logo.

It is best to create an IP personal profile in advance, including the image, discourse system, and personality. Typical examples include Perfect Diary’s Chibi Maruko-chan and Meikang Powder’s Pink Dai, which are benchmarks for IP creation and can be used as reference for learning.

2) Moments Operation

Moments is also a place to showcase personal IP image. What do you post on Moments every day? When will it be sent? What is the proportion of marketing content and daily life content? These are all things we need to plan for.

The operation of the circle of friends should return to rational operation, return to the construction of IP personality, and create a real and warm circle of friends. For example, in the daily circle of friends materials, add real life scenes, convey personal values, beliefs and quotes, etc.

In short, contact point marketing in the circle of friends can be said to be one of the points that most tests the operator's ability.

3) Community Operation

As one of the most commonly used scenarios for user conversion, community operation plays a very important role in user conversion. Community positioning, basic community information and regular community operations are very important. You can refer to my homepage "8 steps, 5 stages, building a private community SOP from 0 to 1".

4. Private Domain Asset Management

1) Labeling system

The premise of user stratification is based on user tags, of which static tags and dynamic tags are common.

Static tags come from data actively provided by users: they refer to basic information about users that will not change over a long period of time, such as name, gender, industry, occupation, region, device information, channels, etc.

Dynamic tags come from user behavior data and change in real time, such as point values, course viewing time, number of exercises completed, users who have listened to a certain course, and the RFM model often used in the e-commerce industry also belongs to this category.

PS: The RFM model has three elements: Recency (the time since the last transaction), Frequency (transaction frequency), and Monetary (transaction amount).

Regarding the label system, you can refer to this article: "How to label and layer private domains, 5000 words of practical sharing"

2) Membership system

The membership system is a very important tool for retaining users. It can increase user migration costs, thereby reducing churn, and increase user LTV.

The design of the membership system should reflect a sense of privilege, and you can utilize some of the benefits within the platform, such as free shipping, birthday gifts, discount coupons, cash back coupons, etc. to complete the establishment of the membership system.

Regarding the membership system, you can go to my homepage to view this article: "How to create a membership system that makes users "addicted"."

3) Points Mall + Points System

The points mall and points system serve as a means of user activation and can guide users to complete the actions we want them to complete. Of course, this depends on the platform and the company's business.

4) KOC/KOL/Small B System

The key to achieving large-scale business in the private domain is to find the key nodes, namely KOL and KOC (small B also included), find them - build them - empower them.

What characteristics do they have? We need to find these people first, and then build them up. We need to understand what they desire and what they need from us, find points of mutual benefit, and have a methodology for building super users that combines the industry and your products. In addition, if you are selling goods, it is best to separate the product lines to avoid uncontrollable problems caused by price confusion.

5. Transaction conversion

1) Set up the conversion path

The real reason why many traders are unqualified is that they cannot monetize the traffic . This is the biggest confusion for most bosses and traders. There is such a misunderstanding: not thinking about how to monetize and deliver on the backend when customers come.

They just focus on where to find customers, rush to do Douyin, hang out in groups to attract fans, etc., and end up working in vain.

2) One-to-one transaction

A good trader must know how to design a one-to-one transaction process. Because one-to-one transactions are the most commonly used transaction method in the process of private domain traffic operations, especially follow-up sales and high-order transactions, it can ensure a stable conversion rate.

3) Batch transactions

Batch transactions refer to the transaction process through communities or groups. The most commonly used methods for bulk transactions include flash groups, promotional groups, and group relays. We can discuss each of these in detail later.

6. Event Planning

1) Node promotion

Merchants and consumers also need some special nodes to warm up their relationship. These are the [anniversaries] of merchants and consumers, such as:

• Regular hot spots, 618, Double 11, Spring Festival, Christmas, New Year's Day, etc.
• Member festivals are held relatively frequently, once a month;
• Create your own festivals, such as Fan Pampering Festival.

2) Daily promotion

We can complete daily small promotions within the community, including flash groups, points lotteries, new product launches, special offers, etc., to achieve GMV output.

7. Content Library

1) Long marketing copy

The mission of short copy is more to attract attention and close low-order transactions, while the mission of long copy is to realize high-order transactions. Including soft articles on public accounts and so on.

2) Short copywriting for Moments

Why does working in the private domain test copywriting ability? Because the private domain is a field where results speak for themselves.

You can verify instantly whether each of your copy is well-written and whether it can achieve its purpose.

Therefore, the circle of friends has become a magic mirror. Whether a trader is a mule or a horse, the ability and quality of the trader can be basically seen by looking at the content output in the circle of friends.

3) Community SOP content

This part belongs to the execution of building a private domain operation system. Since it is more of a paperwork-related job, it is placed here. In addition to the SOP strategies from traffic generation to transaction, there are also many strategies formulated and optimized based on specific scenarios and operational goals, such as: live broadcast SOP strategy, community SOP strategy, event flash sale SOP strategy, order closing SOP strategy, etc.

8. Data Analysis

1) Data Modeling

Since each enterprise has different needs for private domain operations, the data indicators tracked will be different. There are many data models that need to be established here, including user behavior path map, user life cycle map, contact data analysis, etc.

2) Optimization Iteration

Use data analysis to correct and optimize private domain operations, so that private domain users can continuously generate value. For example, common indicators that need to be paid attention to include fan conversion rate, user activity, group entry rate, and private domain user average order value distribution.

2. 2 good habits

1. Case Analysis

If you don’t know much about an industry, case analysis is the fastest way to understand it. Starting with the basic playing methods and then digging deep into the principles behind the playing methods can help us quickly build a preliminary understanding of an industry.

Moreover, breaking down cases and building our own case library can help us find reference cases, explore what they do well, imitate and innovate on their basis, and stand on the shoulders of giants to achieve twice the result with half the effort.

If you are unable to first understand what the existing practices are on the market, the solutions and gameplay you have been working on for a long time may just be closed-door creation, and someone may have already done better than you.

2. Review

The depth of your review determines the speed of your growth.

I found a template for in-depth review on the Internet, and I will summarize according to this template in the future. Force yourself to keep producing for a month, and you may find that you have made more progress this month than you have learned in the previous six months or even a year (unless you don’t take it seriously and don’t calm down to think and produce).

The review template is divided into two dimensions: pre-planning and post-review:

1) Advance planning

1. What is your goal?
2. What kind of result do you want to get?
3. How do we measure whether this result has met the standard?
4. Before doing this, I will encounter 3 mountains/obstacles/what are they?
5. What resources and strategies should I use to solve the three major problems?
6. What are my next steps?
7. What is the deadline by which I need to complete this task and what is the priority level of this task?
8. What is the current progress - to make it convenient for others to see the progress.

2) Post-event review

1. Through something that happened at work.
2. What results were obtained in accordance with the target planning?
3. What content was produced by this work?
4. What problems did you encounter in the process of doing this?
5. From a personal perspective, what are the causes and why does this happen?
6. How do you view this matter from different perspectives: others’ perspective/leadership’s perspective/user’s perspective/boss’ perspective?

In addition, for a qualified private domain operator, a systematic understanding of the overall situation is a prerequisite. He also needs to clarify his private domain operation goals at each stage, and know how to build a set of private domain models suitable for his own business based on his own goals and business status. He should be able to make timely adjustments as the business changes and reasonably avoid some pitfalls that should not be fallen into.

In short, it means understanding the overall situation and knowing how to avoid pitfalls .

Author: Private Domain Deep Operation

Source: Private Domain In-depth Operation