Sharing the application skills of six carriers of private domain traffic!

When we talk about private domain traffic , we generally refer to personal accounts, public accounts, communities and mini-programs in the WeChat system. Although Taobao, Douyin, Toutiao and others also provide some infrastructure for private domain traffic, the proportion of private domain applications is still relatively small.

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

The future is the window period for social e-commerce, and social e-commerce needs private domain traffic. Private domain is a private domain. To put it simply, it is my territory and I have the final say. All the traffic belongs to you and no longer belongs to any platform. The next development trend of the Internet is decentralization. For example, many of us have heard of blockchain. The core of blockchain is decentralization. We know that traffic is becoming more and more expensive, and customer acquisition costs and channel costs are eating up more and more profits. What should we do? Private domain traffic is one of the feasible solutions.

Among all the platforms that can generate private domain traffic, WeChat is the most open and has the greatest potential, and WeChat personal accounts have been widely verified to have extremely high monetization efficiency.

1. What is private domain traffic?

To understand private domain traffic, we must first understand the concept of public domain traffic. Public domain traffic refers to huge traffic, such as Taobao, Douyin, Toutiao, Weibo, etc. As long as the budget is sufficient, channels that can continuously acquire new users are called public domain traffic. Private domain traffic means that the traffic is your own, can be used repeatedly, and can reach users directly for free. Private domain traffic is relative, referring to channels that we can directly reach users at any time and frequency without paying, such as: self-media, user groups, WeChat accounts, etc.

2. Why do we need private domain traffic?

Private domain traffic has the following advantages:

1. Traffic is more controllable

Suppose Baidu has 10 million users, but these 10 million users have nothing to do with us. Only when we import these users to our own platform can they be considered our own users. Subsequent services or exchanges for users may then become possible.

2. High cost performance

We need to pay to get exposure in the traffic pool, such as keyword bidding. It is impossible to get exposure without spending money.

Once users are imported from the traffic pool into private domain traffic, such as personal accounts and WeChat groups, then it is truly my territory and I am the boss, and I can play however I want. Of course, you can't let yourself go too much. If the user experience is not good, it will leave the private traffic pool in a minute.

3. It gives us the possibility to provide in-depth services to users

Take Douyin 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 continue to enjoy the video viewing service provided by the owner. When more and more people follow the owner of an account, he becomes an Internet celebrity, and his account becomes a private traffic pool.

4. Remember, it’s not about traffic anymore, it’s about users

It is not easy for users to come to you over many miles, so we need to build a user pool (that is, a private traffic pool) to retain users. Carry out deeper user operations in the user pool and build relationships and trust with users.

The core value of the private domain traffic pool lies in reactivating, retaining and spreading converted traffic (regardless of whether a transaction is completed).

5. Existing user stock can be reused to increase user lifetime value

Many people say that they have hundreds of thousands of user data in their hands but don’t know how to reuse and monetize it. We can import these existing users into personal WeChat accounts. These users are no longer a batch of user information, but individual users who can be reached directly. After establishing relationships and trust with users, the repurchase rate of existing old users will naturally increase in the operation of WeChat personal accounts.

6. It can improve the return on investment

The expenditure on purchasing traffic is essential, and the private traffic pool can extend higher income. For example, you can purchase traffic on Taobao, use low-profit products to increase conversion rates, and then deposit this traffic into your personal WeChat account, using high-profit products to bring in repeat purchases and higher conversions. The entire process reduced customer acquisition costs, increased new user conversion rates, and increased average order value.

3. What are the carriers of private domain traffic?

Private domain traffic will vary slightly depending on the company's attributes and services.

1. WeChat personal account

WeChat personal accounts are an important source for businesses to establish private domain traffic pools. They are also the most direct and efficient channel to reach customers among the current private domain traffic channels. Through in-depth personal account operations, businesses can quickly improve private domain traffic conversion, increase user stickiness, and drive performance growth. Businesses and enterprises can establish precise communities based on customers’ same or similar interests, habits, preferences, etc., and conduct marketing penetration through content and interaction, thereby transforming the original one-off transactions into ordinary users who are hardcore fans of the product through refined community operations.

2. Official Account

Official accounts are everyone’s first private domain traffic. WeChat official accounts are definitely one of the main battlefields, and their functions and permissions are powerful. Merchants can use official accounts to manage customer reviews, new product breakthroughs, after-sales refunds, points malls, daily check-ins, new product launches, and many other functions.

On the platform, dozens or even hundreds of articles are refreshed every day. Users forget them after reading them and do not pay attention to who the author is. Therefore, many authors will write my public account in their personal profiles or other places, telling everyone that if they want to learn more practical information, they can follow me. When they follow me, they will receive every article I publish. At this time, there are only two choices: either open it or pretend not to see it. Either way, it's better than publishing on the platform.

3. WeChat Group

WeChat groups are the best private traffic for individuals. The social ecosystem can generate private domain traffic. When taking over customer traffic from major e-commerce platforms, WeChat groups are recommended first because the effects are visible and controllable, the conversion rate is high, and the communication atmosphere and effect are better. Merchants can send marketing activity information such as community activity push, discount coupons, etc., to efficiently reach users and help merchants operate private domain traffic. However, community operation is quite difficult, as it requires businesses to label and like customer groups and screen out high-quality and accurate fans. Community operation is not about the number of customers, but the quality of customers.

4. WeChat Mini Program

Mini Programs are active applications and transaction landing points in the private domain traffic system. They support the establishment of a full-scenario private domain operation system, say goodbye to platform traffic, and create a private domain traffic pool for merchants!

Most companies and businesses only focus on capturing and accumulating private domain traffic (many businesses are willing to spend 5, 10 or even dozens of yuan to attract old customers to follow or add friends), but rarely pay attention to the active operation after the private domain traffic is accumulated!

5. KOL, opinion leader

Compared with private domain traffic, there is a more advanced concept that you can first understand - KOC. KOL is an opinion leader, and KOC is a personal service butler. KOC’s expression is through personal WeChat. Most people are wrong in operating WeChat accounts, especially posting advertisements randomly in the circle of friends, which ultimately results in being blocked. KOC’s approach is different. They post on Moments from the user’s perspective, see what the user’s needs are, and post corresponding content.

Think about this: a WeChat account with 5,000 friends and a public account with 5,000 followers, which private traffic pool is more valuable? Of course it’s the WeChat account. Even if others have blocked their Moments, remember that you can still chat privately. Point-to-point private chat is more effective than mass text messages and telephone sales. However, you must pay attention to the copywriting and avoid hard advertising, otherwise you will be blocked.

6. The enterprise’s private traffic pool carrier

Unlike individuals, enterprises have larger scale and capital, and their private domain traffic allows them to create one more app than individuals.

Some public accounts with millions of users will develop APPs. For them, their public accounts are a private traffic pool. However, the APP developed by oneself is a super private traffic pool. Only by importing users into the APP can the closed loop of user washing be truly completed.

The foundation of private domain e-commerce is private domain traffic. Currently, there are not many private domain traffic options. Enterprise apps are one type, and the WeChat ecosystem is also a particularly good private domain traffic pool. For example, WeChat personal accounts, WeChat groups, WeChat public accounts, and mini programs all belong to private domain traffic.

After we open up these traffic channels one by one, we also need to connect them to form our own traffic closed loop, so that we can preserve and utilize these traffic to the maximum extent.

Author: Leng Yun Fashion

Source: Leng Yun Fashion