2020 Beginner’s Guide to Private Domain Traffic System!

What is private domain traffic ?

This is a relative concept, "private domain" is relative to "public domain". The public domain refers to the traffic channels collectively shared by all corporate brands. Some of them are free, but more are one-time traffic platforms that require payment through marketing tools, such as Baidu Search, Toutiao, etc.

Private domain traffic refers to the traffic that companies can control and distribute themselves, such as their own APP, the company's own WeChat personal account, WeChat public account, corporate Weibo account, WeChat community and WeChat mini-programs, etc. In 2020, the conventional understanding of private domain traffic generally refers to personal accounts, public accounts, communities and mini-programs in the WeChat system. Although Taobao, Douyin, Toutiao and others also provide some private domain traffic infrastructure construction, the proportion of private domain applications is still relatively small.

To make it clear to everyone, here is a picture:

Demystifying the hot private domain traffic

It should be noted that private domain traffic can be divided into strong-relationship private domain and weak-relationship private domain due to different degrees of restriction on parasitic platforms. With the company’s own APP, private WeChat account and various communities, it is possible to communicate with users in a timely manner, reuse them repeatedly, and have a great deal of control over management and operations. However, for WeChat public accounts, Weibo, Zhihu, Xiaohongshu and popular short videos, they all follow a user subscription model, and users may not necessarily watch your content every time after following you. On the other hand, the size and quality of this part of the traffic is often very volatile due to changes in platform rules.

▌Establish and operate a private traffic pool

The premise of private domain operation is to establish the company's own private domain traffic pool. There are three main sources of traffic: one is to pay to divert traffic from public domain traffic, which is what we often call attracting new customers; one is to divert traffic from other people's private domains, such as from cooperative enterprises related to the industrial ecological chain; the last one is to conduct traffic fission in one's own original private domain through interests and creativity.

Users are traffic, and operating a private domain is ultimately about operating user relationships.

Private domain user operations based on social relationships can be mainly divided into three identity roles. One is a shopping assistant similar to a customer service robot, one is a topic expert as a community manager and topic host; and the last is a KOC who influences users to consume with a friend’s emotional care.

Operational services for users, whether it is the interest stimulation of community management or the creation of KOCs to guide users to plant grass, this is also the specific manifestation of the refined user operation we have always advocated. In fact, the currently popular social e-commerce basically relies on private domain operations to attract new users and increase user traffic, which is mainly reflected in the survival and monetization of relying on social relationship chains. Only when more users actively (or are tempted by benefits) participate in the entire operational marketing process, exponential growth and traffic activation will be possible.

It can be seen that social relationships based on users have become the most essential existence of private domain. This requires us to adhere to the first principle of user-centricity in the operation of private domain traffic. Fully understand the core profile of your product users, analyze user behavior data, understand their consumption and interest preferences, and achieve retention and conversion of private domain traffic through various effective interest temptations.

Therefore, the key to private domain operations is how to effectively retain traffic and activate users.

▌Characteristics of operating a private traffic pool for an enterprise

summary

As mentioned earlier, the essence of private domain operations is the operation of users. A true private traffic pool can only be considered as truly controlling the private domain if you have control over your user data assets. Data analysis based on user behavior helps us verify results and provide decision support during the operation process.

Author: Private Domain Traffic Study Society

Source: Private Domain Traffic Study Club