The three core techniques for private domain traffic operations!

I read two books before the Chinese New Year, both about private domain traffic . One is called "Private Domain Traffic Pool" and the other is called "Private Domain Traffic". After reading them, I had new thoughts on private domain traffic.

Let me first share my views on the two books: they are not very informative, but are somewhat inspiring. They are not suitable for operators who need practical experience or value deep thinking. The reason I read these two books is, first, my department leader asked me to read them (maybe he was intimidated by the names), and second, I have recently turned to research on community operation strategies, and I need to see if there are any new ways of playing in the field of private domain traffic.

To be honest, most operators have been engaged in private domain operations. It used to be QQ groups, then it was changed to WeChat groups, and then personal accounts, and in the future it will be corporate WeChat. No matter which private domain form it is, the underlying logic is similar.

By reading these two books, reflecting on my recent community work, and observing Songyue operating the wild community during my retreat, I rethought the key points of private domain traffic operations and sorted out the three core methods to be introduced in today's article: establishing personal image, meticulous promotion, and focusing on monetization.

I will combine some cases that I have seen and thought of to illustrate why these three axes are the core of private domain operations.

1. The first step in private domain operation: establishing a personal image

To be honest, I didn’t have the concept of personal setting before. I started to have a feeling about this concept when I was doing writing as a side job. During a company meeting, my colleagues said that I was a KOL in the operation circle. I said, "Don't joke." But now I think about it, I really am starting to have some influence.

Once a person becomes influential, he or she will be labeled by people who follow him or her. Many labels will be combined into a virtual "person", which is the persona. When others mention a certain label, they will think of you, but what they think of is not just your name, but the impression you give to others, such as fairness, fun, depth, practicality, etc.

In fact, "personality" is not a word that can be accepted in high-class society. Instead, another word is mentioned repeatedly, that is IP, or more specifically, personal IP. When I was reading the book "Private Domain Traffic", I understood one of the points: IP itself is a private domain traffic pool because it comes with its own traffic. This is the same as what is said in “Traffic Pool”: “Brand is the traffic pool”.

The traffic brought by brands and IP belongs to the flow of mind, that is, the flow of people's hearts. This is the most real traffic, but it is difficult to quantify. However, once discovered, it will feel very accurate and has high stickiness. This should be the reason why it is considered to be private domain traffic.

During my retreat (don’t ask me why I was in seclusion, you’ll know later, it’s funny), my partner Song Yue has been mingling with the friends in the wild community and has won many loyal fans because she is versatile and hardworking. Such a true personality is very contagious. Moreover, she publishes a year-end summary in her personal name every month, and the number of readers far exceeds the usual tweets of wild operations. This is the role of private domain operation of personal IP.

Of course, both Songyue and I still have a long way to go to create a real personal IP, but this proves that private domain traffic operation is not simply about posting advertisements and making products, but about considering tone and labels. The flow of people's hearts is the most stable traffic.

2. The second trick of private domain operation: fine promotion

Refined operation has always been a very important aspect of private domain operation. For a long time, I have always believed that private domain operation is refined operation. This view is actually worthy of consideration, because the premise of refinement is controllable traffic, and the operation of pure public domain traffic is mostly rough.

For example, the traffic operation of the app is a private domain form that completely accumulates traffic. It uses data tags to push personalized messages and attract benefits to achieve the purpose of retention and conversion. There is a process of refined operation involved, such as how to label users, what content to push, and how to guide them to receive benefits. These all need to be gradually refined.

I have been engaged in the operation of Tencent traffic for a long time. The core is group chat, such as QQ group and WeChat group. From letting users join the group to triggering group members to reply and then to group members purchasing products, if this path is to achieve the expected results, the importance of refinement is self-evident. Although I have always understood this issue, it was not until recently that I really felt how important it is. There are two main points.

First, the refinement of private domain traffic must be achieved at the user level.

What are the user groups? What are the traffic characteristics of these groups? What areas and needs can be subdivided?

These issues are the main basis for user segmentation and the prerequisite for formulating targeted operation strategies. Moreover, unlike app traffic which can be stratified and classified into groups through big data tags, social network traffic often requires manpower to identify. If you have your own product system, you must guide users to register and bind with WeChat. As long as the user level is refined enough, the product monetization effect will be greatly improved.

Second, the refinement of private domain traffic requires the refinement of operational details.

For example, a shorter and clearer user path can bring a very amazing user experience, which will have a direct impact on operational results. I often use this example to illustrate a problem: A leading education company conducted an unlocking fission activity. In order to increase the attention rate of the official account, it broke down the post-payment attention process into three steps. Users followed the instructions almost mindlessly, and the attention rate increased to 95%. Another example is community promotion. I recently asked my friends to break down any activation actions, such as checking in, live streaming, and lucky draws, into many small steps, and to gradually and patiently guide users in the group to participate in the interaction according to the instructions. The activity level will be much better than simply pushing content.

No matter what purpose I am carrying out operations, refinement is an issue that I pay special attention to, because operations are all about details, the more detailed the better. This will help discover more problems, allowing for rapid iterative optimization to achieve the best possible results.

3. The third trick of private domain operation: focus on monetization

What is the purpose of private domain traffic operation? My answer is monetization and repeat purchases, that is, getting users to continue paying, of course, through the products and services we provide. This is a transaction model based on deep trust.

However, I see that many people still understand private domains as "this traffic is mine" rather than "this traffic makes it easier for me to make money."

You should know that the reason why private domain is called private domain is because the traffic has a high degree of trust in you, which can help you reduce the conversion cycle and increase the conversion rate. However, I have seen some people who are very "sympathetic" to private domain traffic and dare not cash it out easily. The fundamental reason is that they think that this traffic is not "mine."

For example, many people wait until the service is complete before starting group conversion. Although the starting point is to provide complete service before impressing users, users’ decisions are often irrational. They may pay halfway through the experience. If you wait until the service is completed before converting, the user’s enthusiasm has gone down and they will no longer pay attention to you. At this time, the traffic is no longer "yours" and the private domain is no longer a private domain.

Therefore, monetization should be the core purpose of private domain operations. From the moment you add friends to the community, you must try your best to convert the other party and convert all the private domain traffic you have. This conversion can be very light, such as leaving clues.

Conclusion

The above is my latest thinking on private domain traffic operations. It can also be seen as a personal reflection on private domain operations, or a reading summary of the two books mentioned at the beginning.

Private domain traffic operation is actually not just a method, but also a way of thinking. All traffic forms can use the three private domain axes to transform the existing operation model. As for the effect after the transformation, it depends on your execution and sense of direction. Thinking is only auxiliary, and your business model is the premise of everything.

Author: Wild Solitary Fungus

Source: Wild Operation Community (id: dugu9bubai)