Marketing promotion methods | How to create private domain traffic?

Friends from different industries asked them how they should establish private domain traffic to sell better products. The industries involved are also diverse: cosmetics, maternal and child care, medical beauty, bath products, furniture, offline education, etc.

Although the industries are different, they all deal with people, and therefore cannot be separated from the most basic logic of " human nature ". So today, let’s analyze private domain traffic and human nature from the underlying logic.

If you understand human nature, you will also understand private domain traffic and the essence of marketing.

1. What is private domain traffic?

The term private domain traffic has only been proposed in the past two years, but this way of thinking has existed for a long time. It’s just that the media connecting private domain traffic are different in different eras. Each piece of traffic corresponds to a real individual, so "private domain traffic" is actually a private territory belonging to you, with a person in it.

Those born in the 1980s must be familiar with the "Bertelsmann Book Club". At that time, many magazines would have two pages listing various popular books of the book club.

If you are interested in the book club, you can fill out the application for membership. Every month, the club will send you a booklet via letter, listing the most popular books of the season, enabling point-to-point communication between the book club and consumers, and enticing you to place an order.

In the past, when people went to a restaurant to eat, they would be guided to leave their mobile phone numbers. When the restaurant had new products or anniversaries, the information would be sent to you via WeChat. To this day, this method has been used, especially during big promotions in the e-commerce industry. However, the rate at which text messages are opened is very low, which greatly reduces the effectiveness of the method.

Although private domain traffic is a new concept, it is not a new way of thinking. Wechat business has simply borrowed this way of thinking and systematized, scaled and delegated it through profit-driven means. Why do people misunderstand that private domain traffic = micro-business? It is because there are great similarities: direct communication, circle of people, and fission are all carried out on WeChat, which has caused misunderstandings among people.

The difference between WeChat business and private domain traffic:

• Wechat business is a business model. Its core is to sell dreams, and the agency system is the result. The circulation of high-profit-margin products is achieved through agents and recruiting people. Most of the products are stored in the hands of agents at all levels. Advertisements are constantly posted on WeChat Moments, and the number of downstream customers attracted is even greater than that of consumers. The products must be high-profit, high-frequency, and popular, such as facial masks and weight-loss pills.
• Private domain traffic is a kind of user thinking that realizes direct dialogue with users. Its core is to operate and provide consumer value, narrow the distance between brands and consumers, and monetization is the result.

Private domain traffic emphasizes connection relationships, and relationships are divided into strong relationships and weak relationships.

• Weak-relationship private domain traffic: includes WeChat official accounts, Weibo, Douyin, Kuaishou, Zhihu, etc. Although fans can follow you, you cannot interact with them anytime and anywhere. Even the content you post may not be seen by fans, so there is the term "open rate".
• Private domain traffic with strong relationships: It must be WeChat personal account + community. Personal WeChat account enables timely and direct communication, while community and Moments enable user/activity operations. From individual business operators with an annual income of 10,000 yuan to merchants with an annual income of 100 million yuan, everyone is operating their own strong relationship private domain traffic. Once the number is large, third-party tools are systematically used to assist in management.

2. Insight into Human Nature

No matter what industry you are in, if you want to operate private domain traffic well and sell goods better through private domain traffic, you are simply dealing with human nature .

1. Benefits

Interests: divided into monetary interests and spiritual interests. "The world is bustling with people, all for the sake of profit; the world is in turmoil, all for the sake of profit." Sima Qian had already pointed out this truth more than 2,000 years ago. Monetary benefits: Offline new stores need to hold promotions when opening, and e-commerce companies need to offer discounts and promotions for big sales. People are willing to follow you in micro-business and help you to spread the word, which means you can give benefits to consumers, which can be discounts, gifts, or WeChat red envelopes, to motivate them to invest.

Benefits of attracting new customers:

There are several main ways to build private domain traffic:

• Get traffic from public domain to your own private domain;
• Take traffic from other people's private domains to your own private domains;
• Carry out fission in your own private domain to expand the traffic pool;

Guiding consumers to go through great lengths to add your personal WeChat account is not attractive enough, and few people will go through multiple steps to add a merchant as a friend. Of course, the merchant will actively add you through your mobile phone number as an exception.

Nowadays, many businesses put small cards in express parcels, directly guiding consumers to add WeChat accounts to get cash red envelopes , which is a very typical profit-driven approach.

Take lululemon, a brand I like, as an example, it is a yoga clothing brand. In their marketing, they precisely utilize other people’s private traffic through interests.

Expert private domain traffic: They provide free clothing (gifts) to yoga teachers, and as opinion leaders in a niche market, yoga teachers will continue to market their students because they are driven by the interests of the brand. All yoga teachers are lululemon’s private traffic.

Consumer private traffic: Targeting their purchasing users, lululemon influences more potential consumers through yoga and fitness activities. Although it is a clothing brand in a vertical industry, it has developed rapidly in China in the past two years.

Spiritual Benefits:

The Party tells us that we must develop both spiritual and material civilizations, and both must be strong.

This is particularly evident in the private domains of travel, maternal and child care, and beauty and skincare brands.

Cosmetics is a high-frequency consumption category. In addition to the preferential benefits, there are also valuable spiritual benefits such as beauty tips, skin care knowledge points, etc. to attract and retain girls who love beauty.

High-energy Q&A:

A friend who sells leather sofas asked me whether it is necessary to generate private domain traffic for their super low-frequency and expensive products. Many experts on the Internet are not optimistic about low-frequency and high-priced products.

Don't be too absolute about everything, analyze specific products specifically:

For products with high unit price, especially electrical appliances and home furnishings, even after the purchase is completed, they will not be repurchased for a long time, and it seems that the connection with the merchant has ended. There is absolutely no point in setting up a WeChat group for sofa buyers.

But there is one thing that is not over: service .

From transportation to installation and other after-sales services after purchase, it is necessary to continue to maintain connection with consumers. Even regular leather sofa maintenance in the circle of friends is a spiritual benefit for consumers.

The private domain traffic operation of personal WeChat accounts is to provide good services and enhance consumers' favorability towards the brand. Don't forget that service is also an important aspect of brand building.

Benefits of retention:

The purpose of private domain traffic is to realize cash, especially for high-frequency consumption products. If you can attract user retention through benefits, her loyalty to you will be higher. Even if she doesn’t contact you often, she will often miss you and pay attention to her circle of friends or community from time to time to see if there is any benefit she can get.

So when you are still worried about attracting new customers, you might as well consider whether you have provided benefits that will impress the target group.

Free, group buying, flash sales, lucky draws, and referral commissions are all good ways.

2. Trust

In the marketing process, everyone will advertise everywhere, whether it is content or hard advertising. But advertising only increases customers' awareness of a company, but lacks reputation and loyalty, which is what we call trust.

The core of a transaction is trust . Users are willing to spend real money on consumption because they either trust your brand or the product.

In the past few years, domestic beauty products have become popular, but few people buy them. The main reason is that people lack trust and subconsciously do not trust the quality of domestic products. However, with the efforts of domestic products themselves and the spread of word of mouth in the past two years, people's trust has increased, and more domestic brands have emerged.

Trust is not formed in an instant, but is an emotion that is cultivated over a long period of time. Private domain traffic is a catalyst for building trust.

Trust in attracting new customers:

Many businesses complain that they don’t know how to build a private domain from 0-1. They are busy looking for various channels to attract new customers, but ignore the most important people around them. For merchants with offline stores and online stores, their 0-1 stage will be relatively easy. Because customers who consume through the original channels already have a foundation of trust in them, the trust threshold for conversion is the lowest at this time.

Many internet celebrities and bloggers direct their fans accumulated on Tik Tok and Weibo to e-commerce platforms or monetize their traffic on WeChat, taking advantage of their fans' trust in them. This trust is established by bloggers through content and consumers.

Trust in sharing:

When consumers trust you and like your brand, they are willing to share and spread your brand even if you don’t have any incentives.

Every consumer can be an expert in his own small circle. They have their own WeChat Moments, Xiaohongshu, Weibo and other social accounts. Their sharing is free but the most influential word-of-mouth marketing for the brand.

Trust is an emotion: Although a company can rely on more advanced technologies or concepts to gain unique functional recognition for a certain period of time, in the long run, the market is always a market that tends to functional homogeneity. Therefore, when a category develops to a mature stage, the market leader will inevitably be the one that can communicate more effectively on the emotional level.

3. Follow the crowd

Herd mentality means that human behavior will be influenced to a considerable extent by the people around them.

It is influenced by two dimensions: one is number and the other is weight.

From the numbers: It is easy to understand. Many people think that what most people are doing is good. Therefore, Taobao's sales data and the long queues outside the milk tea shops are all based on "numbers", which give people the illusion of hot sales, trigger herd buying, and profit from it;

Following authority: It means taking authority as a benchmark to attract people. For example, for ordinary people eating wild vegetables means poverty, but for the rich and celebrities eating wild vegetables means health preservation. People tend to trust those who are higher than themselves. Building authority will allow you to better “manipulate” the masses.

In the operation of private domain traffic, if you want to increase the activity of the group and improve the conversion rate of monetization, you need to study the herd mentality of users.

For example:

During the refined operation of the WeChat group, there must be your own people in the group. It can be your own employees or die-hard fans of your brand. For any fixed actions or guiding activities in the group every day, there must be people who take the initiative to set the atmosphere and lead the pace.

Conclusion

Attracting new users and operating private domain traffic means dealing with people. Ultimately, it is about studying human nature and meeting people’s various needs. It targets our innate human nature and acquired secular judgments.

Although different industries and audiences have their own specific methods for attracting new users and operating private domain traffic, as long as the underlying logic is grasped, human nature is satisfied in the design of links and the way of interaction, and new users are attracted, operated, shared, and interactively monetized through "interests", "trust", and "herd mentality" , good results can be achieved.

After all, no matter how things change, they still remain essentially the same.

Related reading:

1. Product operation and promotion: How to compete for traffic?

2. Community Operation丨The essence and gameplay of "private domain traffic" in 2019!

3. Product operation: 2 major ways to get started to accurately capture private domain traffic!

4. Promotion and marketing: A brief discussion on vlog’s brand marketing and traffic monetization!

5. User operation: user growth in the post-traffic era!

6. Online marketing promotion: How to spend big money? Fine-tuned operation of large traffic!

Author: Marketing Lao Wang

Source: Marketing Lao Wang