3000 words to explain the key points of private domain operation

As competition among domestic content platforms enters a white-hot stage and the epidemic continues to affect offline activities, one-way content formats have long been unable to meet current marketing needs. Many practitioners in the knowledge service industry have already observed many changes, such as: Baidu search marketing traffic is not much, the conversion of tweets is also limited, the promotion work done by themselves has little effect, and the growth of students has stagnated, etc. The root cause lies here.

As practitioners in the knowledge service industry, under the current changing situation, we need to constantly examine the current marketing environment, build an interactive content system, seize new traffic growth points, attract more traffic from the public domain to the private domain, and stabilize our own conversion situation.

So how should we implement it specifically? We take Guanhao Calligraphy and Painting Training Center as a research case and conduct a detailed analysis in combination with the current marketing environment.

Guanhao Calligraphy and Painting Training Center actually mainly uses operational tools to build an interactive content system for itself. According to feedback from the person in charge, compared with simple column courses, periodic check-in activities not only increase the activity of students, but also make new courses easier for students to discover and reach students, thus promoting overall course conversion.

As young practitioners of knowledge monetization, they are also in a vertically segmented field. They built an interactive content system from 0 to 1, and continued to grow and monetize with the help of deposit punching and cashback activities. Specifically, they can be summarized as follows:

1. Public domain + traffic gathering place, tap potential users and increase conversion payment rate

In the case of traffic shortage, Guanhao Calligraphy and Painting Training Center chose to actively look for traffic gathering areas in the public domain, and absorb potential users in the traffic gathering areas into the private traffic pool. Some of these potential users have payment needs, which can help increase the subsequent payment rate.

With the Guanhao Calligraphy and Painting Training Center, the potential traffic of art painting is usually concentrated in the industry's top resources, vertical websites, and circles of similar people.

The industry leader, such as a large training institution, has vertical traffic and needs someone to teach specialized knowledge.

In the early stage, Guanhao Calligraphy and Painting Training Center reached cooperation with industry leaders to help solve some problems encountered by users and increase its own exposure, thereby obtaining the first batch of online students .

Vertical websites, such as 798 Hand-painted Network, Jiudian Painting Network, and Lanting Calligraphy Network, continue to publish excellent calligraphy and painting works on these platforms to further attract potential users and convert them into private domain traffic.

And tell users how to become better and help them achieve their learning goals. In this process, instructors and platforms can leverage their resource and capability advantages to aggregate traffic.

In the circle of similar people, with the early traffic accumulation, a group of online potential users have been accumulated for the instructor. At this time, we can set up a check-in deposit rebate activity to cultivate student loyalty and promote conversion.

How to do it specifically? We can use 7 days as a cycle, such as a daily thought theme check-in, allowing potential users to express their thoughts and ideas about their interest in calligraphy and painting , guiding users to easily output content and allowing users to gain a sense of accomplishment.

I feel that I have accomplished something in such a short time, and the check-in format has left a good first impression on potential users.

At the same time, it can also timely test the first payment results of potential users, screen high-net-worth paying users, and reduce operating costs.

2. Private domain + interactive content to activate old students and increase repurchase rate

Checking in is an interactive behavior between teachers and students. The instructor needs to exchange ideas with the students on the content and throw some questions to potential users or students. The interactive content of Guanhao Calligraphy and Painting Training Center is: setting up check-in in check-in training camp mode + deposit mode.

During the learning cycle, the instructor assigns a corresponding assignment for each class, and students submit their check-in assignments. The check-in circle is used to consolidate students' thinking on their assignments . Not only can students like and comment on each other's works, but instructors can also comment on students' works.

Regarding setting up check-in assignments, here is a trick I can share: when assigning homework, you can increase the difficulty of the assignments from Monday to Friday. Then, on the weekend, students will come to class with questions, and their listening efficiency will be further improved.

In addition, old students who complete their check-in assignments ahead of time will be named and praised to enhance their sense of accomplishment. Students who complete their assignments in different orders can also help each other . Such check-in training camp activities will naturally liven up the atmosphere of the circle, and students will look forward to the next check-in training camp even more.

3. Traffic pool + continuous growth, multi-point reach, stable monetization

So during the check-in interaction process, some lecturers may have questions. For the same check-in activities, the official accounts and communities also have fan resources, so why are there only a small number of students participating?

Through observation and comparison, it can be found that in most cases, this type of lecturer does not carry out effective publicity except for setting up new check-in activities in the knowledge store, which naturally greatly reduces its attractiveness to students.

After the Guanhao Calligraphy and Painting Training Center created the check-in activity, in addition to pushing content on a regular basis every day, it also linked the check-in activity entrance to the first-level menu of its own official account.

This effectively guides students to enter the knowledge store to participate in the check-in activity, and also saves the steps and processes for students to participate in the activity. Every time old students enter the knowledge store again, it means an effective reach and an opportunity to purchase other courses through paid conversion.

In addition, for the official account entrance, they directly insert the check-in activity QR code in the article. This action can further attract the official account fans to the check-in activity.

Secondly, for outstanding students, Guanhao Calligraphy and Painting Training Center will write student cases for them. The outstanding student cases will be forwarded by the students to their circle of friends, further enhancing the sense of accomplishment of the outstanding students, attracting the attention of potential users, and promoting more users to join the check-in activities, forming a highly interactive check-in social atmosphere.

In addition, companion learning communities and circles associated with the check-in activities can also be set up together to encourage students to complete the deposit check-in activities, spontaneously share joy within the community, and enhance the activity of the entire user group.

At the same time, students in the group can also communicate with each other about the learning results of sticking to the check-in, record their daily writing in the check-in status, discuss their sports progress interactively in the group every day, supervise each other's learning results, and create a good check-in atmosphere. At this time, the instructor can label the interactive students as active, laying the foundation for the next round of paid conversions.

Under this long-term trend in the private domain, Guanhao Calligraphy and Painting Training Center can be said to have provided us with a relatively specific method reference that can be implemented in specific fields.

IV. Conclusion

In the era of inventory, in addition to public domain traffic, private domain traffic is valued by people. Private domain marketing is not a new term. Under the current circumstances, if you want to acquire users, you must first break the traffic island and build an interactive content system to better seize new traffic growth points and achieve a steady stream of two-way interactive circulation and traffic increase, thereby achieving stable conversion.

Author: Xiaobing who loves to study

Source: Private Domain