How do Taobao and Tmall sellers build private domain traffic?

Companies began to shift from acquiring new users to maintaining old users, so private domain traffic gradually emerged. Next, the editor will introduce in detail whether Taobao sellers should build private domain traffic.

In the process of guiding many Taobao and Tmall sellers to build private domains, the most frequently asked questions are all related to WeChat groups:

Teacher Liu, our store’s WeChat group has been inactive. How can we solve this problem?

Teacher Liu, our store’s WeChat group often has users complaining about various issues, which causes other users to attack us in groups, which is really a headache.

Teacher Liu, our WeChat group has not been converting and the withdrawal rate is very high. What should we do?

Many people will definitely think that the sellers’ operational capabilities are not good enough when they see these problems.

However, our nearby e-commerce has been undercover in the private traffic pools of many beauty, maternal and child, and fast-moving consumer goods brands, and there are many excellent stores among them.

We still find that there are many brands that do not operate WeChat groups well.

Therefore, it can be seen that the WeChat group module has become a headache for many sellers when building private domains.

These issues specifically include the following points.

01

Problems encountered by Taobao and Tmall sellers in operating WeChat groups

Problem 1: The group is not active and there are no special means to make it active.

In order to obtain first-hand information, we went undercover in the WeChat group of a Tmall TOP5 skin care brand and a private WeChat group of a well-known snack brand, and found that no users had spoken in these WeChat groups for a week.

It is basically the group leader who is the only one doing the show, singing and chorus like a robot every day.

When we were researching the private domains of many Tmall brands and stores, we found that the WeChat groups of most stores eventually became for the group owners to entertain themselves.

Question 2: The WeChat group operations are weak, and they are mainly based on sending out coupons and product links, and eventually they have become pure advertising groups.

Many stores that set up WeChat groups end up treating them as advertising groups, without caring whether customers are annoyed or not, or whether they need it or not. They throw a large number of product links and discount links into the groups every day. The WeChat groups do not have any content, tone, or activities. Which user would be willing to stay in an advertising group every day?

Question three: The products, logistics and services are not good, and the group always turns into a group for users to complain and grumble.

There are also some stores where either the product quality always has various small defects (mostly clothing); or the logistics speed is relatively slow, or the customer service attitude is not good. The customer was unhappy and started complaining in the WeChat group, which attracted other users to complain as well. Finally, the store’s WeChat group turned into a crisis public relations scene.

Moreover, these users' complaints and grievances are often very difficult to deal with. If they are not handled properly, they will become a "disaster" for the brand and the store.

Question 4: Service capabilities cannot keep up, user demands cannot be responded to quickly, and the group cannot be maintained.

Many stores set up WeChat groups, but often misjudge the input-output ratio and fail to invest the corresponding resources and manpower. This results in the service capabilities not keeping up. Users talk, ask questions, and complain in the group, but the response is not timely, and they cannot keep up, miss information, and are in a panic. In the long run, it will cause damage to the store and even the brand.

02

Where exactly are the advantages of WeChat groups in the private domain reflected?

Therefore, when Taobao and Tmall sellers are building private domain traffic, they must think deeply about whether to create a WeChat group, and especially estimate the input-output ratio of WeChat group operations.

First, let’s take a look at the advantages of WeChat groups in the private domain:

1. It can reach users at a higher frequency than WeChat Moments, and both parties can respond more promptly.

Compared to the Moments where excessive posting will result in customers blocking you, the biggest advantage of WeChat groups is that marketing in the private domain can be done at a higher frequency.

Secondly, the operating cost of posting content to WeChat groups is lower than posting to Moments, which will greatly reduce the burden of labor costs.

In the end, whether customers respond to stores in the group or stores respond to customers in the group, it will be faster.

Second, users can trigger a buying trend in WeChat groups. Discussions about products or brands and sharing of orders in the group will naturally “plant grass” for the product to other customers.

One of the most important advantages of WeChat groups is that customers’ discussions about products in the group will trigger other customers to follow suit and buy.

This trend-following buying effect is most evident among customers of categories such as maternal and child care, beauty products, clothing, and books. When customers discuss products in WeChat groups, post their reviews, or express their experience using the products, it will naturally spread the word to other users, ultimately leading to follow-up purchases.

3. Establish users’ sense of belonging and identity with the brand.

Another role of WeChat groups for the entire private domain or for store users is to establish a sense of brand belonging and identity.

When everyone is active in your brand WeChat group as a group for a long time, such a sense of belonging and identity will be subtly implanted into the user's subconscious mind, and eventually form loyalty to the brand and store.

However, although WeChat groups can bring you various advantages,

But these advantages will not come easily.

Instead, you need to invest certain resources and manpower, as well as have superb operational skills, in order to reap these advantages.

We believe that in the process of building a private domain, if Taobao Tmall stores want to create WeChat groups and hope to achieve continuous conversions through WeChat groups, they must at least have the following key points.

03

If a store wants to build a WeChat group for private domain, it must at least have the following points

First of all, your store’s product quality, logistics speed, and customer service attitude must be maintained at a high level.

No matter how good a product is, it will encounter picky and critical customers. However, excellent product quality, logistics speed, and good customer service attitude will keep your private WeChat group at a relatively safe level. Even if there are individual "picky" customers, you can deal with them calmly without causing other users to follow suit and complain.

Secondly, the customer service manpower must keep up and have superb communication skills.

Users complained in WeChat groups, and complaints are not scary.

If customer service can use very sophisticated communication methods: such as acting coquettishly, being cute, or making self-deprecating jokes, or coaxing, or begging for mercy in a joking manner, or frankly admitting mistakes, then they can easily resolve the problems of user complaints and complaints in the WeChat group.

However, I think that at this stage, most store customer service and operation staff do not have the ability and quality to have such superb communication skills.

Next, the content supply of the WeChat group must keep up to avoid constantly sending coupons and product links.

When Taobao and Tmall sellers operate private domains and WeChat groups, the core support must be content.

Therefore, for the operation of WeChat groups, it is crucial to be able to continuously output high-quality content. Whether it is the dressing content of a clothing store, the makeup class of a beauty store, or the fitness training camp for weight loss products, etc., in the final analysis, private domains and WeChat groups need to be supported by services and content.

Therefore, when a store operates a private domain or a WeChat group, it is very important to be able to continuously provide high-quality content. If there is no content, the group will become deserted, it will become an advertising group, and eventually a dead group.

Finally, the store operation WeChat group must have agents and fake customers.

I think this is the most important point in operating a Taobao Tmall store WeChat group, and it is also a point that is overlooked by many store owners and private domain managers:

When operating a WeChat group, you must arrange for agents and anonymous customers.

The functions of "Trust" include:

Communicate with other users as a fake user, establish connections, and build popularity;

Support the store and create a lively atmosphere in the group;

Act as a "neutral" user to mediate during crisis public relations;

Through the designed “show off your order” action, you can encourage other users to buy your product and increase conversion rates.

If a WeChat group can have 4 to 5 "stooges" arranged by the store, then this WeChat group will definitely be able to do well and maintain a high level of popularity.

But there is a contradiction here.

That is to arrange "stoogee", which requires too high manpower and operational investment. Only when your WeChat group has dozens or even hundreds of people, the manpower cost of "stoogee" can be completely spread out.

If a store only has a dozen or so groups and arranges special personnel to act as agents, the cost will be too high and it will be impossible to achieve a good input-output ratio.

04

Be careful when creating groups, and give priority to creating "flash groups" or "high-quality user groups"

Therefore, fellow Taobao and Tmall sellers, the poor operation of your WeChat groups is actually a multi-faceted problem.

Bad products, bad reception, bad content, bad operations, bad manpower, no "shills", etc. may all cause your WeChat group to gradually become cold and turn into a dead group or an advertising group.

However, these groups can neither bring you conversions nor make you feel like it’s “tasteless” to eat them, but a pity to throw them away.

You can't bear to give it up, as you always feel it would be a pity to lose dozens of WeChat groups with thousands of people.

If you don't give up and there is no conversion, it will also take up a certain amount of manpower costs, which is not worth the loss.

So I suggest that Taobao and Tmall sellers pay attention to the construction of private domain traffic, which is a good thing.

But you must be extremely careful when choosing a WeChat group.

If you don’t have particularly strong operational capabilities, then don’t create a group.

If the products, logistics, and customer service cannot be stably and efficiently delivered, then don’t create a group.

If you don’t have the ability to produce continuous, high-quality content, then don’t create a group.

If you don’t have the staff and don’t have more customer service phones to deploy “agents”, then don’t create a group.

Without building a group, you can still do a good job in the private domain by relying on personal accounts, Moments, and public accounts.

If you don't have enough ability, you may rashly create a WeChat group, hoping to operate and convert through the WeChat group.

In the end, all it will bring you is more unsolvable troubles.

Of course, I think it is still worthwhile for stores to have the following two types of WeChat groups.

The first type is the “flash group” that focuses on flash sales, group purchases, special sales, year-end clearance, live broadcasts, and lectures.

Quickly create a group, quickly pull users into the group for conversion, and quickly disband the group after the task is completed, without dragging your feet and without leaving any redundant questions. I think stores can continue to try this kind of WeChat group when they are doing private domain traffic.

The other is the VIP customer group that targets the store’s super high-quality users.

These high-quality users are the most important assets of every store. It is very worthwhile to maintain them through WeChat groups and provide them with faster, better and more considerate services.

At the same time, since these high-quality users have been purchasing products in the store for a long time, they can easily accept the advantages and disadvantages of the store and are closer to the store emotionally, so it is relatively easier to operate.

However, the number of people in such WeChat groups is generally not very large. After all, each store has only a few hundred or thousands of super high-quality users, which will not take up too much manpower. Therefore, I think it is worthwhile to create a WeChat group for high-quality VIP users.

Summarize

Okay, today we briefly analyzed the issue of whether a store should build a WeChat group or not when building a private traffic pool.

Based on a large number of case analysis practices in nearby e-commerce, the operation of WeChat groups is the module most prone to pitfalls and problems in the process of building private domain traffic.

Stores must be very careful when considering the WeChat group module. If the operation capacity is insufficient, the resources are insufficient, the manpower cannot keep up, and the product logistics is unstable,

Then don’t create a WeChat group.

If you manage your personal account, public account, and Moments well, you can still generate excellent private domain traffic.

So, all Taobao and Tmall sellers, please ask yourself:

Can you really run a WeChat group well?

Author: Near-field e-commerce

Author: Near-field e-commerce