The focus of private domain traffic: community operation

Do all companies need to generate private domain traffic ?

——Of course not.

The popularity of private domain traffic does not lie in the fact that private domain traffic is worse than public domain traffic, but in the fact that the cost of buying traffic is too high now, and after calculating the conversion rate, it is not as cost-effective as building private domain traffic by yourself. Because although the cost of building private domain traffic is high, the cost of reuse is very low.

However, the disadvantage of private domain traffic is that it requires sophisticated operations and the human cost of investment is relatively high. Compared with directly purchasing traffic for delivery, it may not necessarily have a very significant conversion effect in a short period of time.

So in our opinion, if the cost of buying traffic in your field is lower than the operating cost of private domain traffic, then you don’t actually need to do private domain traffic.

Of course, you can also build private domain traffic in advance before the traffic price increases to be prepared for a rainy day. It depends on your judgment of the speed of traffic price increases.

For products/brands in their bonus period, the customer acquisition cost is usually relatively low, so the private domain traffic strategy may not be applicable at this time; while for products/brands in mature fields, the customer acquisition cost is usually high, so private domain traffic would be more appropriate.

We believe that traffic costs also fluctuate cyclically, just as the online and offline customer acquisition costs have reversed several times in the past. If the cost of buying traffic online drops rapidly in the future (of course, the probability of this is very small at present), it will not be cost-effective to do private domain traffic.

Therefore, although private domain traffic is popular, it may not be suitable for you; it depends on the customer acquisition cost of your industry and your judgment on future changes in customer acquisition costs.

2. How to operate a community?

There are too many community operation methodologies available on the Internet, and we can’t really say anything new, but as mentioned earlier, we believe that community gameplay will undergo major iterations this year.

Regarding the development of high-quality communities, I won’t talk about the basic operations such as group positioning, setting thresholds, and making group rules. You can directly refer to some relevant information on the Internet. Let’s briefly talk about the two “commonalities” of excellent community operators:

1. Operators should be deeply involved in the interaction

The practice of relying on the number of communities to promote user conversion is likely to not be able to be reused. Moreover, in previous practices, the number of communities was often achieved through group fission, but fission is now much more difficult.

We believe that "small and beautiful" will be the basic direction of future operations (not just community operations). "Small" does not mean "few" users, but rather depth and verticality.

There doesn’t need to be too many communities, but the interactions must be sufficient. Operators need to be deeply involved in daily community communications, which is a delicate job.

Generally speaking, many problems such as low community interaction are mostly caused by the fact that operators do not deeply intervene in user interaction, resulting in the gradual inactivity of the community.

2. Operators need to identify their own roles

The purpose of the community is different and the role of the operator in the community is also different. However, in most cases, the operator must not only be an expert in a certain field, but also be "down-to-earth" and become friends with community members. The balance in this is not particularly easy to grasp, and to some extent it also tests the operator's personal charm.

We believe that it is difficult to operate a community effectively with a pure traffic mindset or data mindset, because community members are not traffic or data performance, but real users behind them. When operators face real users, it is very necessary to think from their perspective. This is also the biggest uniqueness of community operation/user operation.

Of course, the community will have many specific implementation methodologies in practice, and the two ideas above are actually not new.

But all in all, communities are shining in the context of the increasing importance of private domain traffic.

Author: Private Domain Traffic Study Society

Source: Private Domain Traffic Study Club