Zero-start tips for private domain traffic!

Liu Yi, author of " Private Domain Traffic Pool", co-founder and chief strategy officer of Jiatui, shared his views on 8 specific issues, including how companies can conduct online marketing and build private domain traffic.

Affected by the epidemic, the two major customer acquisition problems currently faced by companies are: first, there are no people in the stores, and second, door-to-door visits, offline exhibitions, and offline deliveries cannot be carried out. This has resulted in severe damage to offline entities such as catering, cultural tourism, and industries that require long-term, multi-link communication and offline delivery. Online services and online marketing have become rigid demands. The question we wish to explore here is -

one

As the chief strategy officer of Jiatui and an expert in private domain traffic, what methods and tools do you think these companies that need offline delivery can use to quickly move their business and marketing online during the current epidemic?

As you can see, the epidemic is still in its critical stage. I personally estimate that the entire epidemic will be a protracted battle, and the turning point may not appear until mid-to-late March or even April. The resulting impact on the real economy will be that almost all retail and service industries involving offline contact will be greatly affected. Every company has a lot of salespeople, who basically have nothing to do.

Therefore, the top priority for companies now is how to enable these idle salespeople to promote and sell online. Furthermore, these are extraordinary times. Kazuo Inamori once said a famous saying: In times of recession, all employees should be the company's salespeople. This statement is very true, so in addition to sales, employees in other non-sales positions should also do their best to help the company with marketing and promotion. Therefore, the WeChat-based full-staff marketing system will be a rigid demand for current enterprises to quickly reduce costs and increase efficiency and achieve online sales for all employees.

two

Can online marketing completely solve the current problem of not being able to communicate and deliver face to face?

I think it can solve the problems of most industries. But SKUs and scenarios should also be subdivided.

For example, software services can basically be sold and delivered online, the same is true for education, or small consumer goods in the usual sense such as fast-moving consumer goods, clothing, etc.

However, for some businesses that focus on offline service delivery, online marketing can solve the problems of online traffic and online follow-up. Transactions and deliveries still need to be completed offline, such as real estate, cars, medical beauty services, offline education and training, etc.

three

In online marketing communications, what types of content are customers more interested in (pictures/short videos/live broadcasts/h5, etc.)?

If we only talk about that kind of content, we may make a generalization. Our understanding may be to understand it from the level of materials needed by the enterprise.

We have built a complete set of intelligent material systems for enterprises.

This intelligent material system is equivalent to the company's centralized intelligent promotion cloud disk. Enterprises can use the intelligent material system to bring all materials needed for various scenarios across the company online and store all materials online, such as electronic business cards, electronic brochures, mini program malls, mini program official websites, customer cases, videos, posters, PPTs, files, circle of friends materials, corporate news, etc.

The benefit of this is that it is equivalent to an electronic briefcase that every salesperson carries with them. Everyone can take out the materials they need from this briefcase at any time and anywhere, and distribute them to different customer groups in different scenarios. No need to worry about not being able to find the latest promotional materials. At the same time, the materials uploaded by enterprises to the intelligent material system will be automatically equipped with intelligent analysis functions. For example, for an electronic brochure, the intelligent material system will provide real-time feedback to the salesperson on whether the other party reads it, how long they read it, and which page they are more interested in.

Take the example of a fisherman fishing. You can understand it this way. Through the intelligent material system, every fisherman can get a variety of the latest and most complete baits from it, and each bait is a smart bait equipped with a smart sensor. When the fish is hooked, it can be fed back to the fisherman through this smart sensor, and the fisherman can judge whether this is the fish he wants to catch. Therefore, the intelligent material system can provide sales with the ability to acquire customers in multiple scenarios, making everyone more connected.

Four

What are the industries/enterprises/scenarios that are suitable for private domain traffic gameplay? How does an enterprise land?

Many people believe that online marketing and private traffic pools are more suitable for 2C type companies and products, but I don’t think so. Theoretically, all companies can build private traffic pools. It’s just that different product attributes determine the different segmentation attributes of the population in the private traffic pool. For example, 2C products undoubtedly have a broader consumer base and user acceptance, and are relatively easy to establish; while 2B products, due to their professional attributes, have a more vertical and professional private domain traffic population.

Of course, although every company has a private traffic pool, it does not mean that every company has sufficient capabilities to build a private traffic pool. Since it is a new marketing species, it also places higher demands on the organization's capabilities. We have summarized the following core features for your reference:

The private traffic pool is a top-level project, so it requires the top leaders of the company to have a strong ability to accept new media and new ideas, not be pedantic, be young, have determination, have execution ability, be willing to invest resources, and be willing to take the lead;

Private traffic pools emphasize content-driven, so companies must not only have, but also vigorously strengthen, a new media market brand department to ensure strong and continuous marketing material production capabilities;

Enterprises that need a certain number of salespeople or partners. If there are too few salespeople, the network effect is limited and the capacity of the pool built is limited. If there are few salespeople but many partners, the conditions for building a private domain traffic pool can also be met.

It is suitable for companies with young employees who are easy to accept new media and new ideas. It is best to have companies with mainly post-90s employees. For companies that are too traditional and have older employees, the training and implementation costs will be very high.

Suitable for products with a certain profit. Sufficient profits can drive employees to generate long-term marketing motivation. If the product profit is too thin, the team will lose enthusiasm and motivation for promotion.

In practice, we have met a large number of entrepreneurs who have learned advanced concepts through training and are eager to bring the new concepts back to their own businesses. But the final situation is that ideals are full and reality is very skinny. Many good ideas seem to have changed after they come back and are often difficult to implement. Many times, the actual situation is that after the boss finishes his studies, he returns to the company and asks the middle-level managers to carry out the relevant docking. However, middle-level managers often do not know the real situation and try to shirk their responsibilities or find various reasons to reject change. The last good thing started well but ended up in vain. There is no problem with the concept here, but rather that the top and the bottom are not in sync. We have seen many successful cases, all of which have several common points:

The top leader leads the team to execute, and the top and bottom are in sync, fully mobilizing the execution power of the middle level

A learning organization, with young and energetic team members who are willing to learn advanced concepts

Focus on marketing and consumer experience. Whether it is products or services, they are very close to consumers.

The company is willing to share profits, less is more, fully stimulating the sales enthusiasm of each employee

Therefore, whether the private domain traffic can be finally realized often tests the attention, execution ability, vision and pattern of the top leader, as well as the learning ability, coordination ability and execution ability of the entire organization.

01Open up cognition: Why do it?

02 Landing tools: What kind of tools to choose

03 Implementation steps: What are the specific action steps?

04Organizational ability: What kind of organizational ability is needed to achieve it.

five

Nowadays, private domain traffic has become the life-saving straw for many companies. For a large number of small and medium-sized enterprises, which traffic pool is most needed to be built at present? Is it too late for companies to generate private domain traffic now?

I have a very thorough analysis of this issue in my new book "Private Domain Traffic Pool".

I would like to share a few key points with you:

WeChat is the best place for enterprises to build private traffic pools

Why is WeChat the real private traffic pool? First, let’s look at the definition rules of private domain traffic:

01 Is the user online frequently?

02Is there an account system?

03Is there a payment system?

WeChat is the only traffic platform that meets these three conditions.

WeChat is currently the largest traffic hub in China. The latest data released by WeChat shows that it has 1.13 billion active users. According to another set of figures released by QuestMobile in March 2019, as of the end of 2018, the total number of mobile Internet users in China was 1.13 billion.

What does this mean? This is equivalent to every mobile Internet user in China being a WeChat user. WeChat has truly become a national-level application that everyone must have.

If we look at the 20-40 age group, which is the group with the highest spending power, the time they spend on WeChat every day is as much as 50% of their Internet time. In other words, not only their lives, but also their work has moved to WeChat.

How big is the traffic dividend based on WeChat? "Taobao has commercialized 30% of its traffic, but Tencent's traffic is less than 1%. The transaction volume generated by Tencent's entire social ecosystem will be higher than the platform's e-commerce." Youzan founder Bai Ya once described the future potential of Tencent's social network to 36Kr at the company's sixth anniversary event.

WeChat is China's largest traffic hub

WeChat provides multiple ways to build private domain traffic:

1. WeChat ID

For example, a Taobao seller can use Taobao as a fish pond to attract fans to his personal WeChat account, build his own traffic pool, explore customer value, promote through valuable friends circles or establish various fan communities, thus forming a live traffic pool. WeChat account is undoubtedly the best private domain traffic entrance, but it also has a disadvantage, that is, each WeChat account has an upper limit of 5,000 friends.

2. Official Account

You can also attract traffic to your own official account and repeatedly reach fans through push notifications. There are two types of public accounts: subscription account and service account. Subscription accounts are more suitable for pushing information. The advantage is that they can push information once a day, but the disadvantage is that payment cannot be made. If what is being pushed is a service, it can be done through a service account. In particular, if you hope to sell goods through content, it is more suitable to use the service account model.

3. Mini Programs

We have mentioned repeatedly before that mini programs are the focus of WeChat's commercialization. WeChat has opened up almost all the best traffic dividends for mini programs, with more than 60 free entrances. The APP-like experience of mini programs also makes the user experience on mobile phones smoother, and it is the best carrier for enterprises to build micro websites and micro malls.

4. WeChat Group

WeChat Group: Through the WeChat group, you can conduct community operations for customers. It is also a good way to reach core users. However, group operations have high requirements for operators, and continuously providing valuable operations is the key. In addition, each group has a maximum limit of 500 people.

We can see that from a To B perspective, WeChat provides enterprises with a carrier of official accounts + mini programs to acquire and monetize traffic; from a To C perspective, individual users on WeChat can use WeChat’s Moments and WeChat groups to acquire and monetize traffic. An enterprise can be seen as both a single unit and an organization consisting of a group of people. Therefore, from the perspective of the enterprise traffic pool, the enterprise’s traffic source can be the enterprise’s traffic (mini program + official account) + each employee’s traffic and (WeChat traffic).

Finally, no matter whether the traffic comes from mini programs, official accounts, or each employee’s WeChat, it ultimately requires a carrier that can accumulate all the traffic. On the mobile side, the best form of carrier for accumulating comprehensive traffic is APP. As mentioned before, a single APP is actually difficult to promote, and it is difficult to obtain traffic from WeChat.

However, if the APP can be connected with the two natural WeChat traffic carriers, mini programs and official accounts, and equipped to every employee, it will solve the closed-loop problem of traffic acquisition, monetization (mini programs + official account H5), and traffic sedimentation (APP). In summary, in the process of practice, we found that no matter whether it is a mini program, a public account, or a personal WeChat account that exists independently of the APP, it cannot become a private traffic pool for an enterprise in the true sense. The product matrix of mini program + official account + APP, equipped to every employee, can help each employee monetize traffic, while at the same time aggregate each employee's traffic to the company's APP. Become a truly feasible solution for implementing an enterprise’s private domain traffic pool.

It is never too late for companies to create private traffic pools. Why?

The lowest cost way to build a private traffic pool is full-staff marketing. Every employee is the entrance to private traffic, and every employee is a potential KOC. If you make full use of every employee's traffic and conduct full-staff marketing, that is the lowest cost way to build a company's private traffic pool.

Full-staff marketing effect chart

If each person has 2,000 WeChat friends on average, then a small business with 10 people can influence 20,000 friends; a medium-sized company with 100 people can influence 200,000 friends; and a large enterprise with 1,000 people can influence 2 million friends.

Just imagine, if we want to use traditional advertising, whether online or offline, to expose it to 2 million people, how much will it cost? Taking online as an example, the current mainstream mobile CPM (CPM) price in China has exceeded 60 yuan. For 2 million exposures, the cost that an enterprise needs to pay is at least 120,000 yuan! Moreover, each exposed user lacks a basis of trust, and the average conversion rate will be very low.

From the perspective of total marketing, the company's employees can be divided into two categories: one is business personnel, such as sales, marketing, operations, promotion and other position-related personnel; the other is non-sales personnel, such as administration, human resources, finance, R&D and other position-related personnel. Therefore, the process of building full-staff marketing can be divided into two parts:

01 Increase the value of existing stock: transform existing salespeople into super salespeople.

02Provide incremental value: gradually develop other employees into super sales

For a business, the most difficult thing to do is to increase the volume, and the same goes for traffic. From the perspective of total marketing, it is relatively easy to improve salespeople due to their natural marketing attributes. However, for those non-sales positions, it is often difficult to mobilize and implement the policies due to the inertia and laziness of employees.

After observing a large number of companies, we found a core rule in the implementation of total employee marketing:

Small and micro enterprises with about 10 people: self-driven.

Medium and large enterprises with more than 50 employees: depend on tasks.

To elaborate, for an enterprise with about 10 people, the founding team itself has strong self-drive and execution capabilities, and strong organizational cohesion, so it basically relies on self-drive to complete tasks; but when the enterprise reaches a scale of more than 50 people, departments and levels will be formed, and the self-driven model of full-staff marketing will be difficult to implement effectively in the long run. At this time, a centralized task system is very critical. This is similar to DingTalk's task system. Organizations need a task system and tools to assign marketing tasks and supervise their execution in order to truly implement national marketing. The private domain traffic pool can only be truly implemented.

six

If there is no content gene and a certain marketing foundation, what is the most important thing for merchants to do when they first start to do private domain business?

I have shared before that you need to follow this path, use the tools, and execute the steps.

By configuring 3 systems, the company's private traffic pool system can be established.

What is the difference between the current intelligent CRM and traditional CRM? How is it applied in corporate marketing and what core role does it play?

This is a good question and I would like to expand on it.

Speaking of CRM, it is not a new thing. CRM was first born in the United States and has a history of nearly 20 years. The originator of CRM is Salesforce from the United States. After nearly 20 years of development, Salesforce has become the world's largest CRM company, serving more than hundreds of thousands of companies. It is a global enterprise service giant with a market value of nearly 1 trillion yuan. The concept of CRM has been introduced to China from the West for several years, and domestic companies' awareness of applying CRM has become stronger year by year. However, most companies have not actually used it. The main reason for the failure to adapt to the local environment is that the competition faced by Chinese companies is far more intense than that in the West, and the problems faced by sales are completely different from those in foreign countries.

First of all, there are very few companies in China that die because of lazy sales. On the contrary, most of them are relatively hardworking, but generally have low educational qualifications and do not understand sales methods. Secondly, the social status of sales in China is not high, and it is difficult to expand personal connections. Therefore, the demand for empowering sales is far greater than empowering management. Therefore, the CRM that can be used today must be deeply integrated into the sales process to provide practical assistance for sales.

How to define a valuable CRM? There is a very vivid metaphor. If eating is the greatest basic need of human beings, then the greatest basic need of enterprises is sales. Therefore, a CRM that can help companies solve sales problems is a truly "valuable" CRM. Let’s go back to the word CRM. CRM is the abbreviation of Customer Relationship Management, which means customer relationship management. In China, the essence of sales is actually customer relationship management.

So what should be the process of truly valuable customer relationship management in China?

1. First

To help sales build customer relationships more efficiently. So how do you build relationships? Meeting is the foundation of building customer relationships. Therefore, we created a tool for sales to improve meeting efficiency: the smart mini-program business card. In each sales mini program business card, we integrate the company's official website, products, and corporate news. In this way, every time a salesperson hands out a business card, the customer can establish a complete first impression of you in a very short time, know who you are, what your product is, and what value it has to me. Only when customer trust is established will customers be willing to leave their contact information to sales. Nowadays, the most typical way to establish a trust relationship is to ask the salesperson to add your WeChat and contact them through WeChat.

2. Step 2

To help sales maintain customer relationships more sustainably. So the question is, if the customers leave, how can I maintain the relationship? In the past, the methods of maintaining relationships were rather crude, and were basically done through phone calls or text messages. Over time, the harassment from unfamiliar phone calls and text messages has become increasingly annoyed by customers. Not only has it failed to create good customer relationships, but it has instead caused customers to become wary and resistant.

We believe that the cornerstone of maintaining customer relationships is to continuously deliver value. Since customers are all on WeChat, the best form of delivering value on WeChat is content.

So we developed a second tool for sales: the smart briefcase. Through the smart briefcase, the company's marketing department can store the company's brand promotion materials in a unified manner, such as articles, posters, brochures, videos, files, case libraries, script libraries, circle of friends pictures and texts, etc. Each salesperson can easily take out the necessary promotional materials through the smart briefcase on the mobile phone and promote them on WeChat.

After solving the content problem, we encountered a new challenge. In the past, when sales sent information to customers, it often fell on deaf ears. I don’t know whether the customer reads it or how interested they are. To solve this problem, we developed an AI radar for sales. This radar is like giving salespeople a pair of clairvoyant eyes. Through Radar, sales can know whether each customer reads the content they send and what content they are interested in. In this way, we can better understand which customers are truly potential customers and where their needs lie. In this way, sales can maintain customer relationships in a more targeted manner.

3. Step 3

To help sales promote customer relationships more conveniently. Offline, in order to promote transactions, sales usually follow up with customers through various discount promotions. So is there a more efficient way? Since customers are all on WeChat, we have developed a series of WeChat-based marketing plug-ins for sales, such as coupons, group buying activities, full-discount activities, activity forms in multiple formats, and various marketing games, to help sales more conveniently launch a variety of promotional activities on WeChat.

4. Finally

To help sales build customer relationships more efficiently. The core criterion for establishing a customer relationship is closing the deal. The end point of a customer relationship is to close a deal. In order to help salespeople reach deals with customers on WeChat more efficiently, we have built a mall system for each salesperson based on the transaction characteristics of different industries. This mall is seamlessly integrated with all sales promotion materials.

For example, when sending an article, you can embed related products directly into the article; when sending a video, you can also seamlessly embed related products or forms into the video. Through this soft implantation method, customers can easily place orders to purchase the product after they understand the value of the product through the content. Close the loop of the transaction.

Therefore, compared with traditional CRM, a truly valuable CRM should have the following characteristics:

01Relationship with sales: empower and motivate sales rather than control and supervise sales;

02Relationship with customers: operating customers rather than managing them;

03Customer attributes: “live” customers rather than “sleeping” customers

Therefore, companies should create a truly valuable CRM system to empower the enterprise and each employee at low cost and high efficiency, and ultimately achieve the theoretical closed loop and implementation of creating a "private domain traffic pool."