The monetization rules of private domain traffic

Private domain traffic belongs to a single individual. For example, if all the followers of a public account are Internet operators, then the private domain traffic of this public account is the first choice for the promotion and operation course, because everyone has this demand and comes from this field, but the degree of desire for the demand is different.

Therefore, the private domain traffic we commonly see exists in personal accounts, and they can fully control their own traffic distribution. For example, in WeChat, friends are also our private traffic. We can choose different friend groups to push messages, so the biggest feature of private traffic is that it can reach users directly.

At the same time, private domain traffic can be reused repeatedly and is more suitable for products with strong repurchase attributes, which is conducive to increasing repurchase rates. For example, the marketing method of some small supermarkets in our lives is to use private domain traffic to increase customer stickiness and repurchase rates: when paying for goods in the supermarket, the cashier asks you to add their store manager's WeChat account. If the addition is successful, you can get a certain number of points and discounts. This is the first step in acquiring customers. The store manager will then add these customers to a WeChat community and regularly push some discounted products, discounted new products, etc. every day. Some carefully operated ones are also doing "grabbing red envelopes" activities in the community. The top three people who grab the most will get 500 points when they buy goods in the store on the same day.

1. Characteristics and value of private domain traffic

1. Controllable

Suppose a platform has one million users, but these one million users have nothing to do with us. Only when we import these users to our own platform can we consider them our own users, and only then can we provide targeted services to these users.

Take a well-known short video platform as an example. There are many short videos that users like. When they are interested in one of the videos, they can choose to follow the owner of the account. After following, they can enjoy the video services provided by the owner of the account at the first time. For the owner of the account, followers are private traffic introduced from the platform. When more and more users follow the account owner, he or she becomes a so-called Internet celebrity and has a certain influence in a specific field, because there is a large group of "private domain traffic" supporting him or her. The account owner can also choose selective services and segment the user groups to cooperate with different brands.

2. Save money

Private domain traffic is almost free. Once users are introduced from platform traffic to private domain traffic, such as WeChat community, it is truly my territory and I have the final say. It is my right to play however I want. Of course, I cannot be too presumptuous and lose the so-called essence. If the user experience is not good, they will be led away by other "private domain traffic" in minutes. After all, choice is also the user's right.

Directly establishing contact with "regular customers" not only saves channel promotion fees, but regular customers are also willing to recommend more users to you, which is equivalent to helping you with free publicity and promotion, and invisibly creates fission. Therefore, the cost of product exposure in the private domain is much lower than that of platform exposure. Even a few hundred yuan can be used to complete a precise promotion, and this precise promotion will also generate secondary traffic.

3. Enrich marketing methods

Private domain operations can enable businesses to establish a closer connection with consumers, so businesses can expand based on their products, whether it is secondary marketing or diversified marketing. As long as the content you output does not disappoint or annoy users, it will help sales.

The most common activities around us are sharing articles to friends circles and joining communication groups, participating in red envelope draws in articles, accumulating money in the comment section to give away books, and promoting articles on public accounts to each other. This invisibly splits and activates the merchant's private domain traffic.

Of course, these are only a small part of the gameplay, and they do not violate the principle of mutual benefit: I share your article and enter the communication group I want to join, I help your article get read once, but I may get a lucky draw red envelope, I mobilize my friends to help me accumulate, and your product is exposed in a fission way, but I get the book I want...

4. Customer stability

Private domain traffic can effectively prevent user loss, especially users you interact with frequently. By operating private domain traffic and establishing emotional interaction with users, they will not reflexively block the products you recommend as advertisements. At the same time, your sincere recommendations will make users more and more stable and less likely to leave.

Nowadays, many merchants will take the initiative to add some customers through their personal accounts, and provide them with reservations, exclusive discounts and so-called VIP services through private relationships. They chat with each other from time to time, like each other's posts, and make complimentary comments from time to time. Therefore, if merchants are exposed more to users, it can also help awaken users' memories, and the repurchase rate will increase over time.

5. Build your brand and personal IP

A good brand reflects a good reputation, which to some extent will help users eliminate the difficulty in making choices. For example, when it comes to clothes, there are so many brands, and I will definitely choose the one that ranks first in my mind. This "first" is the user's spiritual cognition and trust in the merchant. The process of brand building is the process of building user loyalty.

The interaction of private domain traffic can narrow the distance between brands and users, and bring similar people together through the services provided by products. The cumulative influence of these people cannot be underestimated. Regardless of the size of the merchant, mastering private domain thinking can effectively promote communication with users and increase user stickiness and loyalty.

When operating private domain traffic, the most common mistake is to use the old thinking. For example, many companies have their customer service teams set up a large number of personal WeChat accounts to operate Moments, but in fact no WeChat user wants to have an advertising customer service in his or her Moments. The core of private domain traffic conversion is trust, which is based on trust between people. There is a very important link here, which is the creation of personal IP, building an identity of an industry KOL or expert. For example, if you have rich industry experience in a certain field, you can share your experience with people in need through certain channels. This will create a strong trust, because in the eyes of users, you are an expert in the industry (whatever you say is right). After completing this step, private domain traffic may be able to increase conversions.

2. Private Domain Traffic Diversion Methods

1. Inducement by interests

For example, follow a public account to receive red envelopes, download an APP to get cash, register to receive coupons, etc. After gaining exposure in the traffic pool, users will generally convert when they see the benefits of entering private domain traffic. Although the data looks good in the short term, the retention rate and activity cannot be guaranteed, which requires support from guidance and experience within the product.

2. Solve content demands

Produce high-quality content, solve users' content demands, and impress users with the content itself to generate conversions. For example, if you are reading this article and feel that you have gained something from it, you will want to follow my official account and take action to follow it. This "behavior" is a conversion. Therefore, the essence of creating private content lies in producing valuable, thoughtful, and helpful content. When others find that what you produce is helpful to them, they will come to you on their own initiative. This is a long-term strategy.

3. Final Thoughts

Attracting new customers and operating private domain traffic means dealing with people, dealing with a group of people, just like making products, satisfying their core needs and some value-added needs. There are not many mature methods for operating private domain traffic now, and most businesses are still in the process of exploration and experimentation. Strictly speaking, traffic is where the users are, and private traffic pools are there, including WeChat public accounts, personal accounts, communities, etc.

Therefore, we need to build a private traffic pool, move our stores online, and then increase our stickiness through one-on-one, Moments, and WeChat groups, so as to recover cash flow. Under the epidemic, many companies have realized that online business is very important and managing the customer traffic pool is a profitable business.

Author: Private Domain Traffic Study Society

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