A feasible solution for adding fans in private domain!

More and more people realize that private domain is the moat for the long-term development of business.

It is worth mentioning here that Li Jiaqi, relying on his own IP, gathered fans into the form of "official account + fan official account + personal account + WeChat group + mini program (now migrated back to Taobao system)", which helped him achieve a GMV of 10 billion on Double Eleven last year.

So, how should we attract fans to the private domain? How to add powder efficiently? Which tools can empower efficiently? This article will specifically explain the online and offline touchpoints for adding fans in the private domain, and introduce relevant private domain operation tools.

Let’s start with online touchpoints.

1. Online touchpoints

Official Account:

Mini Programs:

Own APP:

Video ID:

2. Offline touchpoints

1) E-commerce three-piece set: SMS, e-commerce package card, AI phone

Short message

Parcel Card

First, the package card uses a large area of ​​marketing color - red, or envelopes, special shapes, to visually increase user attention. Of course, the material must also have texture to enhance the style, otherwise it will easily be damaged during transportation.

Second, set the hook on the package card. You can add it to participate in the lottery, then set up a few more prizes and mark it as 100% winning. Of course, the prizes should be set according to user attributes.

AI Phone

Data records of Baiying Technology serving a steak brand (data source: Baiying Technology)

In AI outbound calls, the design of the speech script is a very critical link. The formula for adding fans is as follows:

Memory awakening (self-introduction) + telling the purpose + adding fans’ benefits (benefits/services/interests/interactions) + intention to recover (increase benefits) + passing my friend request (asking for WeChat ID) + closing remarks

The outgoing call time is also very important and needs to be designed according to the user type. For example, if the target customers are college students, the number of outgoing calls will be higher in the evening, while the number of incoming calls will be higher among working people around noon. If it is an e-commerce industry, you can call to guide the user within 30 minutes after the user places the order while the user still has an impression of the brand. After the user signs for the order, you can also guide them by phone: give away x product, receive x discount, etc.

2) Stores

All touch points between the store and users can be used to attract traffic. For example: roll-up banners, table cards, posters, name badges, booths, menus, tote bags, fee receipts, employee T-shirts, and even the products themselves can be affixed with QR codes.

One of the biggest benefits of attracting customers to offline stores is that shopping guides can follow up. At each stage of the user's transaction path, while providing services to users, you can provide guidance through word of mouth to increase the conversion rate of adding fans.

Four core practical skills for importing offline store traffic online:

1. Shopping bag diversion

Currently supermarkets and most stores charge for shopping bags. About 1 yuan/piece

Drainage operation:

· Exclusive WeChat QR code printed on shopping bags. Customers who add WeChat can get free shopping bags. Make a poster to get free shopping bags and post it at the store entrance. It is convenient for users to scan the code in advance to receive shopping bags when shopping.

2. Parking ticket diversion

For large shopping malls and supermarkets. Parking fees are required.

Drainage operation:

· Add WeChat to receive parking coupons for any purchase.

· Make a poster for free parking tickets and post it at the store entrance to guide customers to shop in the store and add WeChat.

3. Gifts to attract traffic

Gift categories:

· Current products for sale in the store

· Items not for sale in the store

General advice: Not for sale. Specialized in purchasing gifts. (Establish a gift system)

For example: paper towels

The price of handkerchief tissue in general supermarkets is around 1 yuan, and the purchase cost is between 0.15-0.2 yuan, so the user diversion cost is very low.

4. Red Envelope Traffic

Required tools: Red envelope traffic diversion applet + QR code table card

Suitable for stores: catering stores

Drainage method:

1. When the customer finishes the meal and pays the bill. Guide to scan the QR code of the table card (WeChat)

2. Added successfully. Send a red envelope grabbing applet.

3. The amount snatched can be directly deducted at checkout.

Author: Zhao Qian

Source: 36kr Enterprise Service