Private domain operation and drainage methods

Many people think that attracting traffic by baiting others is giving away things, whether it is products, services or something else. However, many brands cannot even do the “giving away things” thing well. They give away things with the mentality of “cutting flesh”, but users are indifferent to it.

Regardless of whether it is the main way to add friends (adding friends through orders combined with adding fans through SMS, AI outbound call reminders, etc.), or being added as friends (attracting fans through package cards, live broadcast rooms, store posters, etc.), almost all traffic-generating methods require bait to drive them. The design of the bait has a huge impact on the fan-adding rate. If the bait is not well designed, even if the process is smooth and the product is good, the drainage effect will be greatly reduced, and it may even attract freeloaders, increasing the customer acquisition cost of a single precise user.

Traffic-generating bait is so important. How can we design bait that users cannot refuse, divert accurate users to private domains, and not waste any user traffic?

1. Common types of bait

Let’s first look at the types of bait that are widely used:

1. Real benefits

Suitable industries: Most industries, especially consumer goods industries.

This is the most common type of traffic-generating bait, and common forms include: directly sending coupons, purchasing at low prices, etc.

When using this kind of traffic-generating bait, the discount cannot be too small and the threshold cannot be too high.

Taking the tea brand Taoyuan Sanzhang as an example, the brand accumulated 500,000 private community users in 8 months, 80% of which came from stores.

Online, we attract users to join the group by offering a 33 yuan discount.

In offline stores, when a new store opens, users are guided into the community through activities such as buy one get one free and second cup at half price. When store growth slows down, free milk tea is used as a fission activity, and more than 5,000 new users are gained with 40 free cups of milk tea.

2. Professional content

Suitable industries: education, training, consulting, content, etc.

This is the most commonly used bait for online education or knowledge sharing. Common forms include: white papers, operation manuals, guest sharing content, e-book cases, etc.

For example, Qiuye PPT uses benefits such as Office data packages and workplace practical knowledge sharing to attract users to join the group quickly.

3. Intimate service

Suitable industries: beauty and skin care, nutrition and health, etc.

Service traffic can be divided into pre-sales consultation and after-sales service. Pre-sales consultation is to give users some free question-answering opportunities, and after-sales service may be after-sales maintenance, diagnostic reports, usage tips, etc.

Taking Chuji Light Food as an example, the bait set in the package card is [professional nutritionist IP provides 1V1 service and online Q&A]. Starting from solving user pain points, rather than using interest diversion such as red envelope draws, the fans who add friends will be relatively more accurate and the user value will be higher.

It is worth mentioning that when setting up traffic-generating baits, brands do not have to be limited to one type. Different baits can be set for different users and different baits can be set in different channels. If the brand has a large amount of traffic, AB tests can also be done, using different traffic-generating baits on the same channel to test the fan-adding rate and find the most suitable one.

2. What kind of bait can’t users refuse?

After looking at the common types above, what kind of bait can’t users refuse? Starting from the user's consideration of bait, two points are taken into consideration: high user practicality and low acquisition cost.

1. High user practicality

Why are users attracted by the bait and enter your private domain? Of course, this bait can meet a certain need of the user, and this need is both relevant and practical.

From the perspective of relevance, the bait needs to be relevant to the user's needs so that the brand can use this bait to attract accurate users. One is related to the users themselves, for example, maternal and infant brands give away parenting materials and books to attract customers; the other is related to the products, for example, selling toothpaste gives away toothbrushes, selling mobile phones gives away mobile phone cases and tempered glass films.

From a practicality perspective, users should feel that this product can meet their needs . This can be immediate satisfaction, such as coupons, or predictive satisfaction, such as joining a study group and sharing study materials every day.

A brand itself has many products. How can you quickly choose effective ones to use as bait? One trick is to choose star products. Star products have been certified by existing users and the market, which is sufficient to prove their effectiveness. The bait that Mint Health puts in the circle of friends is the star product low-fat chicken meatballs, combined with discounts, to quickly attract a group of users from the circle of friends into the private domain.

If you can improve the sense of value on the basis of practicality, the traffic-generating effect will be better.

"Maserati 1,000 yuan coupon." This brand's behavior of giving a 1,000 yuan discount failed to impress users, but instead was criticized by users. The same goes for traffic-generating baits. Sometimes it’s not that the brand itself thinks the cost of the bait is high, but that users need to feel that the bait is worth the money and have a real sense of getting something for free. This requires shaping the sense of value of the bait.

For example, Three Squirrels offers large coupons, offering a 210 yuan discount on purchases over 300 yuan, giving users a feeling that "I only have to spend 90 yuan to buy something worth 300 yuan, which is a good deal."

2. Low acquisition cost

The design of the bait needs to make it easy for users to obtain it. If it is too troublesome or requires a huge investment for users, such as adding WeChat, joining groups, forwarding, following accounts, etc., the more paths users have to operate, the higher the cost of obtaining it, the lower the trust, and the worse the sense of value.

On the contrary, it can be obtained in just one step, the experience is good, and users are more willing to participate.

Conclusion

There are many ways to attract traffic bait, which can be classified into real benefits, thoughtful services and professional content. However, these types of settings need to pay attention to high practicality and low acquisition costs to impress users and make them willing to enter the private domain.

In addition, the bait needs to be designed to have both short-term benefits and long-term value .

Short-term benefits refer to one-time services, prizes or benefits, such as cash back red envelopes; long-term value refers to the long-term services and discounts that can be provided to users, such as after-sales service, 30% off discounts on all items throughout the year, etc.

Short-term benefits determine the speed at which users enter the traffic pool, and long-term value determines how long users stay. Therefore, when users enter the private domain, short-term benefits should be quickly realized through welcome messages and long-term value should be promised, because long-term value is continuous. If users realize that they will need these values ​​in the future, they will remain in the brand’s private domain traffic pool for a long time. Only by taking into account both short-term interests and long-term value can we obtain more accurate and effective private domain users, make users more willing to enter the private domain, and stay in the private domain longer.