Private domain operations will start in 2022!

This article is a recent review of more than a dozen private domain agency operations or consulting companies. The companies they serve include big brands as well as startups. You can judge for yourself after reading the trial results.

This article will talk about the essence of private domain, the kind that goes straight to the bottom, and will talk about the logic of growth and the logic of IP creation. Of course, because the angles of expression and summary are different, the statements are also different. Don’t argue with me. What I said is right, and what you said is also right.

The cases used in this article do not involve any confidential information, nor will they be cases of current brand owners. The cases are figurative statements to make it easier for readers to understand, and that’s all.

1. Basic understanding of private domain

It has been three months since I last wrote an article about private domains: "15,000 words, hand in hand, mouth to mouth, helping you build a private domain system". During these three months, I have been focusing on serving the clients, and they often ask me:

Liangshan, what exactly is private domain? What should I do with my private business domain? How long does it take to see results? How many people are needed in the early stage?

Of course, some friends also sent WeChat to communicate. Most of them have basic knowledge of private domains. They are still watching and learning, and encounter many problems. This is also the original intention of my writing another article.

In fact, what I want to say is, my friends, you are still waiting and watching in the private domain. Many big brands have already made their plans and have achieved very good results.

It can be predicted that the private domain will be extremely inward-looking next year. When the top players go all in on the private domain, the middle and lower players will follow suit. By then, the private domain will no longer be private. The later you enter the market, the higher the cost will be. We will discuss this in detail in the following article.

This article has no other purpose than to make the basic knowledge of private domain clear and understandable, especially about how to start, the first step to open business, left or right. It will do you no harm to listen to the experience of those who have managed dozens of projects, big and small. Okay, let’s get started!

Let’s first talk about the basic understanding of private domain.

1. Why is private domain so popular?

In fact, private domains have always existed. For example, WeChat business. A WeChat business brand makes hundreds of millions or even billions of dollars by relying on the logic of private domains. You will find that the average order value of WeChat business products is not low. This is one of the problems that private domains need to solve: increasing average order value.

So, when we are still talking about what private domain is, we may be laughed at by some WeChat business tycoons, because it is indeed what they have left over.

There is also social e-commerce and the almost completely wiped out online education. They are more or less using private domains to do business, and they are doing quite well.

But, this is not the reason why private domains are so popular. The popularity of private domains is due to some helplessness.

First of all, traffic is becoming more and more expensive. It is not just one or two times more expensive, but ten or even dozens of times more expensive.

Many brands actually lose money by spending money on driving and investing in information flow on Taobao. Most of them treat it as brand advertising and cannot stop.

It’s okay that it’s expensive, the key is that the user is not yours yet. You only have the right to use it but not the ownership .

If you want to reach the same customer again next time, you will probably have to spend money again (don’t tell me that Taobao members have groups. Do you know how to look at those groups?).

Secondly, more and more brands do not want to make a one-time deal, so increasing user LTV is a must.

In the past, when traffic was cheap and had not yet reached its peak, we acquired customers like crazy. At that time, it felt like we had as much traffic as we wanted and the price was still very reasonable, so we just had to ensure ROI.

Now, there is a high probability that the first customer acquisition will be a loss, and even the first order will be a loss, which forces operations to create user lifetime value.

This requires us to calculate the LTV account:

The user life cycle of a maternal and child customer is about 3 years. If the average monthly consumption of this user is 2,000 yuan, it will be 72,000 yuan in 3 years.

By this calculation, do you think it is worth losing some money to acquire customers?

(User Lifecycle Management)

Sorry, this is how traffic owners fool brands.

There is no problem with the calculation of LTV. The problem lies in two premises:

The first question is whether the brand has the operational capabilities to maintain users over the long term? I think most of them don’t, otherwise private domain operation positions wouldn’t be so scarce!

The second is that your company is still alive or continues to do this business three years later!

Finally, the emergence of super customers/users also requires us to reach out to and deeply maintain user relationships in real time. The convenience and timeliness of reaching out will naturally lead to the idea of ​​directing traffic to the private domain.

Why is private domain so popular? In a word, the extensive traffic operation mode has been transformed into a refined operation mode!

2. What is the essence of private domain?

It is said that private domains can be reached unlimitedly, have low traffic costs, and have absolute ownership, is that right? Is it true?

Let’s put it here first and come back to this question at the end of the article!

The essence of private domain can be summarized in six words: social, potential, and space.

(1) Social

Private domain is the operation based on social relationships, social relationships! Social relationships! Social relationships!

The user is no longer just a number in your background report, he is a living person and he wants to make friends!

Making friends has profound connotations. Business is easier to do with acquaintances. In the terminology of operations, it is the management of user relationships.

The premise of doubtful transactions is trust, and the premise of trust is familiarity!

When I communicate with brands, I often ask them to look at the entire private domain operation from a different perspective. Don’t worry about so many technical methods, just look at how the relationship between you and your users evolves:

I don’t know you → I know you → I get to know you → I trust you → I buy from you → I buy from you again.

(2) Potential energy

Let’s first explain what potential energy is?

In fact, any operation is operating potential energy. No matter whether it is users, products, content or even brands, what we are doing is to increase potential energy!

Here we need to introduce the potential difference law, one of the two major laws of Internet operation:

Low potential energy will always be attracted by high potential energy, and traffic will always shift to high potential energy!

This is my own summary. Don’t argue with me. If you don’t agree with me, you can leave now. You are always right!

Lower potential energy will always be attracted to higher potential energy:

It is easy to understand that people, products, and brands with high potential energy will create a kind of attraction that firmly attracts the users they desire!

Take personal IP as an example:

For example, you admire a big name who works on Tik Tok. He can quickly create an account in 30 days and earn millions in revenue from a live broadcast. He also has a hobby or personality that you like.

Then, one day, the big guy started selling his "Douyin 30-Day Boot Camp" in the circle of friends. The big guy personally teaches the class, and it provides 30 days of community-based learning. The price is 999 yuan. Do you want to buy it?

If it were me, I wouldn't hesitate! Why?

Because I have recently encountered a big bottleneck in the actual operation of Tik Tok, if someone can really help me practice, I will be very happy to pay to learn. Of course, the price depends on the credibility expressed by the big guys. This credibility is the potential energy of the big guys. If you think about it carefully, this is the definition of potential energy.

Another point depends on the strength of my needs!

Just like me now, I have a strong demand for Douyin. I hope to spend money in exchange for time to learn from the big guys. For 9999 yuan, I will place an order to buy it immediately!

Here, just regarding Douyin, this Douyin boss and I are not on the same level. His potential energy is much higher than mine, and a potential energy difference will be formed between us. This potential energy difference makes me firmly attracted by his every move and every word. I will like his circle of friends, watch him output Douyin-related information, and also buy his products.

In a word: low potential energy will always be attracted by high potential energy!

Flow always shifts toward higher potential energy:

This sentence applies to all growth fission activities. It is the unchanging truth of Internet operations. Take it, no thanks! To explain:

Many friends have done various fission activities: public account fission, community fission, distribution fission, personal account fission, etc. Then let’s answer a question. These fissions all have an essence when their roots are traced back to one another. What is it?

I will use three sentences and a picture to explain all the underlying logic of growth:

• Create a high potential energy field, and users will be attracted continuously from low potential energy;
• High potential energy attracts users, low potential energy loses users, potential energy remains the same, and user circulation remains balanced;
• Potential energy is relative rather than absolute. Carry out a growth activity that is higher than the potential energy of the public domain traffic pool.

Let’s take the following picture as an example. For example, if you want to conduct a community fission activity to acquire customers from the public domain:

Horizontal axis: timeline.

Vertical axis: potential energy line, the difference between the potential energy of your private sedimentation tank and the public domain potential energy!

A to B: The potential difference rises, that is, you improve the potential of the private domain traffic pool through various baits, promotional resources, and optimization of activity processes.

B: The highest point of private domain potential energy. At the same time, you start to carry out fission activities externally. Users need to forward or follow and other actions to obtain bait. Users operate as required, which consumes the potential energy of your private domain. So the next moment, the potential energy difference begins to decrease!

B to C: The cost of the user's actions gradually consumes your potential energy until point D

Point D: Your potential energy is balanced with that of the user. This is also the point where the user gets the bait. This moment is very subtle. The user has no demands on you, and you have no potential energy advantage over the user!

D to E: The potential energy difference is negative. To put it bluntly, it means that you have something to ask of the users. For example, you start posting advertisements and trying to convert users. The potential energy of public domain users is higher than your private domain potential energy. At this time, users will unfollow you, delete friends, or block the WeChat group!

Well, let’s summarize the above picture in two sentences:

• From stage A to D, the potential energy of your private pool is higher than that of public users. Users flow from the public pool to the private pool, and traffic shifts to higher potential energy.
• From stage D to E, the potential energy of public domain users is higher than that of your private domain pool. Users flee from your private domain pool and traffic shifts to higher potential energy.

For more underlying growth logic and operating methods, please read my previous article: 12,000 words, revealing the truth, and the underlying growth formula that goes viral!

Okay, now that we understand potential energy, let’s talk about private domain:

The reason why private domain is private domain is that it can create high potential energy based on social relationships. At the same time, high potential energy is also a prerequisite for high conversion rate.

Why do you say that?

Can you reach the so-called traffic in the public domain every day? Can I make friends and build an emotional bank account? Can you show off in your circle of friends and continuously provide useful information? Is it possible to create an IP character? Can we create a community around the product to gather a bunch of die-hard fans?

These are all things that need to be done in the private domain, so the private domain is not just about directing traffic to WeChat or corporate WeChat, that is the first step!

Next, you need to continue to output, whether it is discounts, content, values ​​or anything else, you need to continue to build potential energy so that users can recognize you and even admire you, thus creating a potential energy difference between you and users. When we operate in a private domain, what we are doing is just to create a potential energy difference!

When you have gained the potential energy difference, and then through the subsequent field theory and the continuous dimensionality reduction attack of content and values, transformation is inevitable! This sentence is worth reading several times!

I recorded the above content into a video course, the explanation is clearer, if you need it, let me make a friend and chat privately

(3) Field

The last link in the essence of private domain is the place. You can understand the place as a closed space, which must be closed.

To put it in a pretentious way:

Build a complete set of closed fields to allow users to obtain brand information through multiple channels.

1 to many, 1 to 1, one to many simulates 1 to 1.

Before we talk about the field, let me first talk about a tried and tested sales scam:

Selling mattresses for 20,000 yuan to the elderly!

Why can this trick continue to deceive so many people?

Don’t say that you won’t be cheated if it’s you. You will also be cheated if the same routine is used for a different product. For example, the P2P scam back then, the underlying logic is the same.

Let’s break down this scam:

Absolute rigid demand + closed sales meeting venue!

First of all, it is an absolute necessity. For the elderly, sleep is definitely a big problem. The elderly are very eager for a long, good sleep, which is the same as your desire to get rich overnight without any effort. Scammers value this point.

Then, these elderly people are gathered in a closed venue in the name of tourism.

Through the meticulous planning of the meeting process, tearful and inflammatory speeches, and the use of various agents to perform to increase the sense of trust, in that closed space at the time, with rigid demands, people’s herd mentality, and the atmosphere of the venue, most elderly people could not withstand this offensive!

This is the power of closed spaces!

So what is the private domain?

Taking maternal and infant products as an example, if you are a chain of physical stores, you want to build your own private domain closed loop.

The first thing is to choose what kind of private domain model to build. Here it should be a nurturing private domain sedimentation tank (read on, the article will explain in detail).

The second step is to choose a sedimentation tank. Basic friend circles, social groups, and video accounts can form a closed loop.

Finally, place the user in the middle of these three touchpoints, through the continuous output of content and value in the circle of friends, through the topics and discussions of the community, the output of the social circle, and then through the high-frequency video content and brand appearances of the video account, one thing that can be achieved is that with this configuration of reach, as long as the user does not delete you or leave your group, as long as he has needs, conversion is just a matter of time.

Because users are already tightly surrounded by the closed field you have built, conversion is inevitable through continuous dimensionality reduction attacks with continuous content and values!

This is the power of closed spaces!

The prerequisite is that you have to be closed. If you only have a circle of friends, lack a community for social interaction, or do not have a video account that outputs high-frequency dry goods, it will be difficult to build a space that can surround users, and users will soon flee!

For a more specific and in-depth description of the field, please see the following content of the nurturing sedimentation tank, and you will experience it!

After talking about the essence of private domain, let’s talk about the five major pitfalls of private domain. Many brands are still paying the price for these pitfalls!

3. The pitfalls that are hard to avoid in the private domain

The first pitfall: only focusing on growth and traffic, without paying attention to backend sedimentation and conversion.

Growth is an important part of the private domain, but it is not the most important one, nor is it the first thing to be solved.

The first thing in the private domain is to test MVP, not to increase fans and fission. We need to test the conversion path, select the type of sedimentation tank, and test the products. Different platforms have different requirements for products. A product that sells very well on Taobao Tmall may not sell well in the private domain.

In addition, it is actually a burden to attract traffic right from the start. It is okay if users have not added you on WeChat or corporate WeChat, but after adding you, they will treat you as a customer service representative and ask you everything. Will you answer or not? Of course, these are not so bad, but if you see more and more users leaving every day, it would not be worth it.

Private domain is like nurturing, and fishing is just one step. If there is a big hole in your fishing net, what’s the use of your hard work in attracting traffic?

The second pitfall: treating the private domain as a one-time project without planning or taking it seriously.

The private domain is a system, not just one or two marketing activities. Now the private domain is not a question of whether to do it or not, but something that must be done and the sooner it is done the better! Here I would like to talk about the first of the two major laws of the Internet: the Black Forest Law of Traffic!

For the same platform, traffic costs will only get higher and higher. In other words, tomorrow's traffic will always be more expensive than today! The cost of private domain traffic is even higher.

Last year, the brands we cooperated with could spend less than 3 yuan to attract fans through micro-channel advertising. What about today? More than twice!

The cost of fission is the same. In the past, it only cost a small amount to increase fans to corporate WeChat. Now everyone is doing this, and users are almost immune to it. Users' attention is limited, and private domain involution has come. It depends on who has better bait and can attract more users' attention. Behind this, of course, the cost has increased exponentially!

But if you don’t do it today, it will be more expensive tomorrow!

In this case, the private domain must not be a one-time project. The battle line must be extended, and the back-end operations and front-end growth must be seamlessly coordinated!

It’s okay that the cost of attracting new customers is high. I will try my best to optimize it, then rely on the first order to offset the cost, and then convert it into repeat purchases. What I ultimately look at is the user’s LTV!

Well, if you treat the private domain as just a one-time activity, you will definitely lose money, and it is impossible for you to make an overall operational plan for the private domain. Your backend operations will definitely not be able to keep up. It would be strange if you don’t lose money!

Private domain is a top priority project!

The third pitfall: no labels, no tracking points, no data, and operating blindly.

Well, how should I put this? It seems to be a correct nonsense, but there are not many people who can confidently say that our operations are based on data, or that our data system itself is relatively sound. If so, I really envy you!

Most companies do not have data capabilities. This capability is not just your ability to analyze data. Data requires field planning, data embedding, modeling, cleaning, BI, etc. Or, to save trouble, outsource it.

No matter what, it is still necessary to have data to guide operations. I wish all operations have a good data environment! God bless you!

So what data is necessary in the private domain? User data based on enterprise WeChat and consumption data based on the mall are two basic data. On this basis, there are also content data, member data, etc. Try to connect them. You don’t know how good it feels to have all the data in the sidebar of Enterprise WeChat. It’s like you are facing a transparent person!

You can also perform some data-based automated marketing actions. By setting conditions in the background, marketing actions will be automatically triggered when users meet certain rules.

For example, a large coupon campaign will be automatically initiated for members who have collected items in the past 30 days, have been active in the past 7 days, are in the Beijing area, are female, and are old members. It feels so good to be targeted!

The fourth pitfall: relying on manual labor, without a system, and working yourself to death.

The only way to scale up private domain is to establish a system.

Small-scale testing is possible in the early stages, but large-scale testing is required in the later stages, and tools and system support are a must! Data is a system, SCRM tools are a system, and we also need a content system, a label system, and so on.

The fifth pitfall: Only focusing on the private domain theory, you have to do private domain, regardless of whether the business is suitable or not.

Private domains have been very popular recently, but not all businesses are suitable for private domains. In fact, many businesses do not need to use private domains for conversion.

We simply divide the business according to gross profit margin and frequency, and there are four different business types.

Quadrant 1 :

High-frequency and high-gross-profit business types, such as wine and beverages, maternal and child products, beauty products and even medicines, these products have high-frequency demand and high gross profit margins, and are typical mass consumer products.

This type of business is very suitable for private domain. High frequency means high repurchase; high gross profit means that more operational actions can be taken, such as distribution agents and channels. It can be considered a private paradise.

Quadrant 4 :

High frequency and low profit margin, such as fresh food.

This business model can also be used in the private sector, but the requirements for the supply chain are very high. To put it bluntly, it means small profits but quick turnover.

Quadrant II :

Low frequency and high gross profit, such as home improvement, automobile and other industries, commodity industries and some 2B type businesses.

This type of business can also be done in private domains, but the operational requirements are very high.

Anyway, the users are there, and whether there is demand or not still needs to be operated, screened, and nurtured. The marketing cycle is very long, and the key is that the cost is extremely high.

This is a good place to play some high-frequency marketing actions to beat low-frequency ones!

The worst is the third quadrant :

Low-frequency and low-profit business. This type of product not only has a very low profit margin, but also a low frequency.

There is no need to create a private domain, and even if you do, it may not be very effective!

Therefore, whether or not to enter the private domain is determined by the type of business. If the business is suitable and we have this idea, then we should enter the market early.

However, no matter how popular private domains are, if the business type itself is not suitable, you will only be lonely if you want to do private domains!

2. The correct steps to start a private domain

Private domain operation requires three stages:

The 0-1 testing phase, the 1-10 preparation phase, and the 10-N scaling phase.

Too many brands are still in the 0-1 stage, but are doing the work of the 1-10 stage, digging a big hole for themselves!

Next, let’s talk about the key points and correct operation steps of each stage one by one!

1. How to play in the private domain at the start-up stage from 0 to 1

Of course, 0-1 is the hardest and most important stage.

At this stage, there is only one thing to do, which is to test: people, goods, venues, running through the sedimentation tank and conversion rate.

You have to admit that every user of a platform has the attributes of the platform.

Users on Taobao go there to buy things, so you should not use Taobao's order conversion rate to measure the conversion rate of private domains. They are not the same thing and cannot be compared.

Of course, you should not take it for granted that products that Taobao users like will definitely be liked by private domain users. This is not so certain. Different platforms have different temperaments of users on different platforms, and they all need to be tested.

2. How to measure

The correct steps are given directly below. These are methods that have been used in practice with dozens of brands and have stood the test. It is recommended that you keep them to yourself if you have any questions and follow my steps first:

(1) Step 1: People - Attracting Seed Users

No matter what we do, we must first have users. At this time, we need to accumulate the first wave of seed users.

Some people want to argue, didn’t you say above that we can’t do growth first?

Yes, I said, this is not growth, this is testing users. You don’t even have users, how can you operate a business?

How many seeds are needed?

This depends on the size of your business. If you are a first-quadrant business and have hundreds of thousands or millions of existing users, then you only need to attract 3,000-5,000 users in the first wave. Basically, this number of users is enough for you to test your product and the conversion rate of the sedimentation pool.

But if you are in a low-frequency, high-gross-profit business, you don’t have that many customers, maybe only tens of thousands or hundreds of thousands of users.

At this time, it is recommended to start with about 1000, no less, otherwise the test accuracy will be useless.

Where to find seed users?

First, you should take stock of where your users were before you entered the private domain. For example, if you have a Tmall store, your own official website, offline channels, or fixed advertising, etc. These can all be ways to convert your public domain into private domain seed users. Design operational links for each channel, such as parcel cards, Ai phones, direct delivery to corporate WeChat, or SMS traffic.

SMS is now seamlessly connected with enterprise WeChat, with low cost and short path. If you know how to use it, the conversion efficiency will be very high.

(2) Step 2: Product testing

There must be a distinction between product selection in the private domain and the public domain!

The strategy I recommend is to use early discounts to foster private purchasing habits, and later upgrade products to increase LTV.

Of course, the prerequisite is that you still need to have the ability of back-end private domain marketing to make up for the early discounts. At present, it is very easy to do!

The conversion path we designed with the brand can almost pay for itself with the first order, and then the backend will continuously increase the frequency of repurchases and the user's LTV.

However, this requires a complete product system to support it. We should talk about the product system appropriately. These are things that operations don’t care much about, but they are indeed the most important things, more important than operations themselves.

I have told the operations department many times that product is 1 and operations is 10, but that 1 is the decisive 1. A good 1 will be magnified into 10 by operations, but a shitty 1 will also be magnified into a shitty ten.

It is necessary to talk about the product system. For the sake of simplicity, we will directly use a two-dimensional diagram to divide it.

Similarly, products can be divided into four simple categories based on the level of standardization and gross profit: traffic-generating products, star products, personalized products, and noble products.

Stop for a moment, do you have a product system in your private domain? At least there should be a lead product and a star product, right?

Drainage products:

The characteristics of traffic-generating products are low gross profit margins and a high degree of standardization. To put it bluntly, they are low-priced standard products used to attract new customers.

In the early stage of private domain, it is necessary to attract new customers. We can directly use related products to attract new customers so that we can undertake the following operations.

For example, if you are in the private domain of tea, you can give users a bag of tea for tasting. While acquiring customers, you can also let users use the product in advance.

The cost of traffic-generating products must be controlled. There are two ways to control the cost. You can find products with very low cost prices and control the price from the source.

Or the cost can be slightly higher in the early stage, and then recovered through operational transformation in the later stage. This requires higher private domain operation capabilities.

In the future, everyone will definitely become the second model.

Star products:

Star products are standardized products with high profit margins.

Products with high profit margins are cash cows, also known as revenue products.

Why must the degree of standardization be high?

Standard = copying. It is difficult to develop agency channels and distribution without standardized products.

If there is one product for one customer, this business would not be able to continue.

Private domain traffic-generating products and star products must be related!

Therefore, the design of traffic-generating products and star products is integrated.

1. Strong correlation: The content of the lead-in product and the star product must be consistent. They can be low-level or high-level, or small or large. They must be strongly correlated.
2. Universality: The population covered by the traffic-generating products must be large, and the star products should be a subset of the traffic-generating products, and vice versa;
3. Sustainability: It is best if the traffic generation product is sustainable. It cannot be a one-time product that cannot be used again. The cost of product development is still very high.
4. High value: Leading products should be the same as star products, with high value. We should not think that they are just cheap leading products and pass them off as good ones. We are users who come to experience them. If you give them a bad experience, they will think that all your products are the same.
5. Low price: Traffic-generating products are all about experience. As for experience, a slight price increase will suffice. We just want to use traffic-generating products to attract users!

The above four requirements can be used to control your traffic and full-priced star products. If they cannot be met, there will basically be problems in the product design, which will inevitably affect the conversion rate!

Noble products & personalized products:

Some products are not highly standardized, but their average order value is very high and their profit margins are also high. Should we make such products? Of course, isn’t money good?

Most of these products are of 2B type, and a few orders a year can basically complete the sales task!

However, for some products, the key to gross profit is generally non-standard, that is, personalized products.

It’s impossible to make money, and the key is that delivery is extremely difficult, so why does this product exist?

(3) The third step: Field - determine the sedimentation tank model and measure the conversion rate

The field is the sedimentation pool of the private domain (which will be explained in detail below the article), that is, where will the users go after they come?

We have WeChat, Enterprise WeChat, Video Account, Mini Programs, etc. Among so many sedimentation pools, which ones are suitable for our users and our business? What can quickly increase sales?

These all need to be tested. Decide on them based on your imagination first, and then ultimately find the method that best suits your business through continuous iteration of data and operations.

First, we will classify the above sedimentation tanks into categories, and those responsible for content output are:

Official accounts and video accounts are just different in form, and their delivery effects and user habits are different. Their advantages and disadvantages are shown in the figure above, and subgroups are required.

Responsible for communication:

Personal accounts, corporate WeChat accounts and social groups only have different forms of communication, one-to-many or one-to-one, and different degrees of automation and openness.

For large-scale use, choose corporate WeChat; for small-scale use, choose personal WeChat. No matter what you choose, remember to maintain your account!

There are also those responsible for transactions and systems, such as mini programs, which can be a shopping mall, a fission system, or a content sedimentation system. It has multiple uses and is seamlessly linked to WeChat for a complete closed loop!

We should also single out the Moments here. It is a high-value advertising space that can be reached multiple times. The operation of the Moments can be regarded as an operational technology!

Of course, the prerequisite for conversion in circle of friends must be high potential energy. For details, please see the potential energy difference law, one of the two major laws of the Internet above!

The sedimentation pool is not a single one, but a combination of some. Because we must build a closed loop of field around users, so what verifies the quality of the sedimentation pool is not the form but the final sales conversion rate.

Therefore, the most important thing about starting a private domain from 0 to 1 is the testing of the field. The product must match the field, and seed users are also needed to participate in the testing!

3. Private Domain Stages 1 to 10

Stages 1-10 are small-scale discussion stages. Once you have successfully completed stage 0-1 testing and have developed a model, please exercise restraint in stages 1-10, as some data will decrease exponentially as the number of people increases.

So what problems do we need to solve in stages 1-10 when developing private domain?

(1) Conversion rate

Yes, it’s the drop, or the conversion rate, because the conversion rate will inevitably decrease as the number of users increases!

When you expand from 5,000 users to 50,000 users, can your capacity keep up?

Previously, 3 people served 5,000 users. They could greet them in the morning and show them care in the evening. Users felt very comfortable. There was no problem with that, and the conversion rate was bound to be very high!

It will be difficult for you to serve 50,000 people. The relationship between you and the user is proportional to the time you spend with the user. If the time is less, the conversion rate will also decrease. We just need to solve the problem of how to reduce it very little or not at all.

You must remember this: operations are operations, and you don’t have to do everything by yourself!

Managing 50,000 users does not mean that you have to manage them yourself. Users can manage themselves better than you can, so operations are essentially the makers of processes and rules, not the ones who do the work in the field.

Users must be stratified, and there must be a clear mechanism for transitioning between levels!

Let's talk about stratification first. It is recommended to use the circle theory to divide it, taking the community as an example:

We know that a group is a small ecosystem with all kinds of people in it. At this time, how to make this group active is the top priority of many operations. The most taboo way of operation is to treat the members of the community in a one-size-fits-all manner without caring about the consequences. A group operated in this way will sooner or later become a dead group.

You must be clear that the attributes of group members are complex, which is determined by the personalities of the community members.

Some people have natural leadership qualities, like to set the pace and lead others. Such people can easily become the protagonist wherever they go.

Some people like to share. After joining the group, they often send the useful information and materials they see to the group.

There are also people who like to make friends, are outgoing and can often get along well with members in the group.

Of course, more people do not speak after joining the group. They like to lurk. Some of them are invalid users, and some just like to watch others silently.

You see, even in a small group, users can be divided into different levels. Of course, you cannot operate the group in an equal manner.

We should use the circle theory to operate in layers:

The first step is to find the core users within the community. These people are your die-hard fans and will speak well of you wherever they go.

There doesn’t need to be many users at this level. A group of 500 people can just find 10 core-level users.

As a brand, the radius that a community operator can manage and communicate deeply with is about 15-20 people. Okay, let's talk about the key steps:

1. The first step is to filter out your core users by conditions such as payment, frequency, and usage loyalty;
2. The second step is to establish a private small group, which is only for internal invitation. The rules should not be too transparent, and a few conditions can be roughly stated to the public;
3. The third step is to give this group supreme rights and obligations. Remember, with rights come obligations. Anyone who recognizes your product can have equal rights and obligations.
4. The fourth step is to reveal the rights of this group, creating a siege effect and continuously increasing the potential energy of this group;
5. The fifth step is to empower core users by supporting them with operational rules and resources, so that they can replicate your community.
6. Step 6: Assign users to core users for maintenance and management according to region, industry or other classification methods you like;
7. The seventh step is to regularly and dynamically adjust the core user base, gradually recruit new people, and eliminate unqualified old people.

The next layer out is called the influence layer.

Users at this level like to share, express themselves, and have a certain degree of influence.

This layer of users are often the chatterboxes in your community. They always love to discuss various topics. They are the backbone of your community and also the liveliest people in your community.

They can be core members or not. For users in the influence layer, you need to treat them well and help them build community influence. You also need to provide some output reward mechanisms to create a community atmosphere or culture. Anyone who contributes content value to the community deserves praise!

The outermost layer is the peripheral layer , which should be the majority of community users. Users at this layer do not need to be managed personally. After the operation mechanism and user stratification are established, this layer of users will be the majority affected.

Let's talk about the level transition mechanism:

In a word, different people are treated differently, and an envy chain is artificially created: ordinary users yearn for influence-layer users, and influence-layer users yearn for core-layer users!

Here we need to create potential energy differences so that the potential energy of users in the impact layer is at a relatively high state, forming an upward suction force!

In addition, the flow must be dynamic, not just in without out, nor just out without in.

This is the logic, but many brands go astray when designing, and the results are mediocre. They have introduced a lot of point systems and membership systems, but the results are minimal. Here are some sincere suggestions:

1. You must start small and don't try to expand too much right away. I know you have a lot of users, but more does not necessarily mean a good thing. First find the core group of people, and operate slowly to develop MVP, SOP, various process templates, content materials, and so on.
2. You need to have a clear understanding of the core interests that users care about, and don't set up a lot of rights and benefits that are dispensable. Users won't be able to understand why it is too complicated. For example, 100 yuan = 1 point = 1 cent. This is a typical way of playing users for fools. Do users really need that cent? If you are going to give, give enough and give it in place, or don’t give at all! Isn’t this also the principle in life?
3. Behind the formation of an envy chain is the real rights and iron execution. The core level can be done with money. People have spent a lot of real money around your products. This is nothing, the key is that the user's time is also a cost. With a long-term vision, the reputation publicity effect brought by core users is more than dozens of times that of ordinary users!
4. It’s time to give up. Some users are here to make money. This kind of loss is a good thing. Of course, it’s not great if you assess the user churn rate!

You will find that when users play with themselves, the content, discussions and other topics derived from users will be richer and more in line with user needs. These contents are good content, and your operations will gradually form a small ecosystem, and different people and different roles are serving this ecosystem.

(2) Team Ability

1-10 The second thing that must be solved is the team's capacity building. 1-2 people seem to be able to handle it in stage 0-1. At that time, there was no distinction between team roles, but at the stage 1-10, the number of users increased, and the division of labor must be clear. In order to be more efficient, we must also make a good reserve of capabilities for the 10-N stage!

Note that it is the reserve of capabilities rather than the reserve of people. At this time, 3-5 people can still take on the entire private domain operation.

The ability modules we need to reserve here include: team model, job skills, performance appraisal, team management, etc.

4. Private domain stage 10 to N

If your private domain business can reach this stage, I would like to give you a thumbs up!

At this stage, we mainly solve the problem of how to increase quantity on a large scale.

(1) User acceptance

At this point, traffic has to be increased on a large scale, so let’s take over it!

First of all, it is the acceptance of the private domain team. Through the accumulation and training of the second stage of ability model, this stage can be used directly.

We need to replicate the abilities we have formed before, which can be trained internally or recruited externally.

Think about it, if you wait for this stage to build capacity, you will definitely not be able to build it in a quarter. How can you scale it? No one works!

Direct recruitment? There is no elderly person to take over internally. How can newcomers quickly get familiar with the business when they come? How to get started? Time is wasted inadequate preparation!

The second is the acceptance of the account.

Yes, it’s just such a small point, but the platform’s father will block you if he says he’s going to block it. You are not allowed to register in advance, you can maintain your account in advance! (Except for related households)

Personal WeChat needs to maintain accounts, and corporate WeChat also needs them very much, especially when large-scale new and fission is being launched. Live codes are the lifeline, and live codes are used to diversify fans. The advanced term is decentralization.

The ants-eating model is currently an efficient and safe way. Don’t focus on large accounts and block them as soon as you say it, because there may be malicious complaints from competitors!

Finally, it is the acceptance of customer service and content.

With the surge in users, the number of customer service will definitely surge. Don’t turn yourself into a customer service when operating private domains. Here we need a customer service feedback mechanism and customer service system. Most companies have it, so I won’t go into details!

You need to talk about content acceptance. When you don’t have many users, the content can still maintain the needs of operations, and it is even time to make content temporarily.

However, when large-scale users arise, all content must be arranged, standardized processes and informed in advance to trigger.

Content is divided into: dry content, marketing advertising, customer service content, event process, etc. In general, we must follow the steps of topic planning → content production → content review → content release → iterative optimization. Content power should be the core ability of private domain operations in the future, not today's focus. I will write an article to talk about content operation, a major event that everyone ignores!

Combined with the content system mentioned below, the content system can not only efficiently broadcast and create IP, but also efficiently plant grass and transform!

(2) Increase in traffic

The traffic has begun to increase in stages 1-10, and the traffic in stage 10-N should be a large-scale increase in traffic!

Here you need to clarify the source of the traffic at hand, which channels can generate traffic stably, and which channels can instantly increase the volume on a large scale.

For example, although social fission can increase the volume on a large scale, a lot of work lies in the later screening and operators, because many of the fissions come from are non-precision users, and this group of people need to be screened and removed through operation.

For example, paid delivery can not only increase the volume on a large scale instantly, but also very accurate. The only problem is that the cost is higher than fission, but if you can level the cost through the later first order or renewal, delivery should be the first choice for traffic scale!

The increase in traffic will inevitably reduce the conversion rate. At this stage, we not only need to increase the number of private domain operation teams, but also require our tiered operation method in stages 1-10.

(3) System selection

In the 10-N stage, large-scale volume expansion requires the system to be launched. At least the systems must be: SCRM tools, label systems, content systems, and data systems!

Here we will talk about SCRM tools and tag systems in detail.

SCRM Tools:

The scrm tool is based on the original crm tool and adds an S, which is for the visualization, dataization, collaborative and S marketing attributes of user/customer assets to facilitate marketing actions.

Especially when private domain users break through a certain scale, they must have an underlying reliable and essential system to support it.

Visualization: The operation of any private domain requires grasping the needs and trajectory of users and achieving fine operation, because putting users in the private domain is for fine operation.

The visualization of the private domain system, combined with the tag system and data system, makes the operator look more eye-catching.

To give an example:

We want to see that when the user's order status is recently, you only need to go to the background. According to the user status set in advance, the system will give a visual report, which is very convenient. The following figure is a background screenshot of the user status of Peiban that day.

Dataization:

For any scrm system, the data should be connected, such as store data and operation data, and have basic data reports, which is also an important function of scrm.

Collaboration: This is based on the unique functions of social software (enterprise WeChat), such as resignation, on-the-job transfer, user sharing, etc.

S marketing attributes: This is the most core function of the SCRM system, that is, the marketing function based on social relationships. Common ones are:

• Fission based on social relationships: such as corporate WeChat fission, community fission, content fission, red envelope fission, etc.
• User locking based on social relationships: such as locking the customer QR code, front code of thousands of people, store active code, etc.
• Batch operations based on social relationships: batch add friends, unlimited group pull, tag group creation, etc.
• Points system based on social software: customization of social points and points rules.

Tag system:

The label system is a logic for us to measure users, and it is also the basis for backend intelligent recommendation and content marketing.

An effective labeling system can make user stratification more refined and greatly improve the efficiency of private domain operations.

Common labeling systems are:

Follow up on status tags, customer source tags, customer attribute tags, product type tags, content type tags, marketing activity tags, etc. The operating partners need to design tags belonging to their own private domain system according to different business forms.

(Peban Private Domain Local Tag System)

3. Three major transformation models of private domain sedimentation pool

In the above-mentioned private domain essence-field, the part mentioned that there are at least 9 private domain sedimentation pools, but it is impossible to use them all. We should combine them based on our actual business to find the most suitable sedimentation pool conversion model.

Many people who make consumer goods see that Luckin Coffee private domain recruits groups + sends coupons, and then copys them, constantly sending coupons, and ending up sending themselves to death. Why? It’s just that you don’t understand the basic private domain transformation model. You have to analyze the specific reasons and underlying logic that others can do. You can’t copy it. It’s only the ability to copy it to the essence!

Here we only provide 3 private domain sedimentation pool conversion models, which are also quite common. Most of the remaining 6 models are transformed based on these three combinations. Just figure out these three, and start doing it!

1. Nutritional sedimentation tank

(1) Why do you need to raise a child

Flow flow:

When your users are general traffic from public domain diversion or private domain fission and have no understanding of the brand, they need to raise them.

After all, not all companies have brand awareness. We need to convey brand information through nurturing and obtain needs at the same time!

Funnel principle:

The nurturing process is also a screening process. Don’t think that user churn is a bad thing.

When your operation method is appropriate and the timeliness is timely, the lost users are not interested in you or are fleece users themselves. This wave of people being screened out can greatly reduce operating costs.

You should know that users and brands are a two-way selection process. We need user growth, but we are also selective!

In-depth links:

The process of raising a child is also a process of trust establishment. Through two-way contact during the parenting period, users and brands can establish a good trust relationship. The prerequisite is that your new user operation plan must be reasonable and clear, and all this is paving the way for later conversion.

Because trust is the prerequisite for transformation, and familiarity is the prerequisite for trust!

Experience conversion:

Because it is not a popular brand and is a new user, users have a understanding of the cost of purchasing. If the average customer unit price is very high, the conversion rate is likely to not be higher than 5%, so you need to experience it in advance.

Experience is also a process of nurturing. We can design a good experience process to give users the opportunity to understand the product in advance.

For example, a national fashion cosmetics recruits a large number of experience officers every time a new product is released, and at the same time outputs UGC content to dominate the screen. This experience + content promotion model is really exciting!

(2) Classic breeding sedimentation tank

What are the breeding sedimentation tanks raising? Potential energy! How to raise it? Field!

Classic matching: Personal account Moments + Community + X

Personal account (Friends):

Create IP, and use high-frequency dimensionality reduction of potential energy and content to continue to exist as long as users have demands!

Community:

Create a closed communication field , think about why can we sell high-priced products?

X:

Responsible for high-frequency, video account or public account, mainly to improve potential energy + continuous value output + continuous content output. Content is the best carrier of value!

The above content and pictures are slightly abstract. To give a practical example, the following cases are purely fictional, and the boast about someone is also for the plot needs. Please don’t argue.

If you are an e-commerce operator who has been in the industry for 3-5 years, and the company is currently considering doing private domains, you have only heard of it or have a preliminary understanding, but have not really done it, and the boss also wants you to come up with a plan as soon as possible!

By searching, you found a professional official account or article. For convenience, if you read Uncle Liangshan (anonymous junior, just for an example, don't take it seriously) an article about the construction of a private domain system: "15,000 words, hand in hand, mouth to mouth, help you to build a private domain system", you found that, hey, this official account is OK, so you read other articles on the official account, which basically meets your opinion .

Just so happened that his personal account was left in the article, so he thought it was nothing to add it, and he saw what kind of bird this person looked like, so he added his personal account.

I didn't expect it to be approved so soon, and as soon as I contacted me, Uncle Liangshan sent you a lot of private domain-related information, with an extremely sincere attitude.

The most important thing is that these materials are exactly what you want. The dry content summarized from the actual operation of private domains, to the kind of cracks in your mind, can be found in the information.

So you think this person is a little more skillful!

Then Uncle Liangshan tells you that he also has a video account, which you can see in your circle of friends. There are some methods and pitfalls about the operation of private domains, as well as practical content.

This is much easier than reading articles. Once you open it, this guy is amazing and can still insist on daily updates (it's no longer available now, just an example). The content in it is for your operation for about 5 years, and it is very practical and practical.

At this time, you feel a little fluctuating, because once upon a time, you also wanted to update an article or short video every day, but you were too busy with work and didn't stick to it. Seeing this guy who was not good-looking did it, you were a little admiring!

Then you watched a few videos and then flipped through his circle of friends.

This guy was quite good at writing. He wrote several articles on practical things, and then he also went to do TikTok and video accounts. Some became some failed, and some failed. Whether they became a record in the circle of friends. You can judge that he is a sincere person through the circle of friends! There is a little more favor!

A few days later, Uncle Liangshan sent you a community invitation, saying that this group is a private group and is only open to a small number of friends. It just so happened that you were extremely qualified and qualified to join.

There are operators in the group, including managers, directors, and startup company owners. Recently, everyone has been paying attention to private domains, so I will invite a group to communicate with you. If you are interested, you can join the group.

Since I was private and invited, it feels pretty good. I feel a little bit honorable. I think Uncle Liangshan is still a very open person and is not bad to you! So you join the group.

Indeed, there are some big names in the group who speak very well. In the group, you can not only gain connections, but also gain knowledge. The key is that everyone in the group is very friendly and respectful to uncles. At this time, you think he is still a reliable and capable person, and he is the kind of trader who has very strong practical implementation.

In this way, in your uncle's group and personal account circle, if you have nothing to do, just look at the content of the practical cases he posted on private domain trading, and the disassembly of actual cases. Every day, the video account will be crazily output to you, and a dry article will be thrown at you every 2-3 weeks!

On this day, there will be one week left to get to the deadline given to you by the boss, so you can give your uncle a look at the finished private domain operation plan and ask for suggestions.

Unexpectedly, after reading it, I will give you a very careful and serious reply, pointing out several questions and sending you some sincere suggestions.

You think, fortunately, I showed it to him, otherwise this plan would be lost again for the boss!

Thanksgiving to uncle arises naturally!

And through communicating with your uncle, you find that he is indeed very good at your operational problems and is easy to do. It is impossible for anyone who has had years of experience in private domain practice.

When it's time to pass the plan with the boss, you take the plan and get a slap with the boss (actually, the boss doesn't understand it, just asks a few pretended profound questions), you can handle it easily and make the project successfully file a case, which makes you both happy and panic. What's happy is that you are the project leader and can do a big fight, but what's panic is that you only understand it at the beginning. It's OK to make a plan, but it's really not possible to do it.

What to do? Go and search for any such class!

You compared the several companies and found that the prices are actually the same and the content is similar.

At this time, you suddenly remembered that uncle had said before that there was a project that practices private domain teaching, focusing on doing things as the main and learning as the supplement.

You also recognize this concept, because over the years, you have spent a lot of money on your studies, but most of them buy psychological comfort, and the actual results are very little. You just learned a lot of nouns and added bragging topics!

Uncle’s practical teaching is the main focus and learning is the supplement to make you feel that this is true. Isn’t learning just for practical exercises?

So I asked about the price and arrangements. The price was fine. Due to the previous contacts, you think the content of uncle must be reliable, and it is more than enough to do this small project for you!

So soon my relationship with my uncle went to a higher level, and from a simple friendship relationship to a friend with money and interests.

Uncle also happily invited you to Nanjing for big health care. I'll tell me, the three words "big health care" will make you look golden. This is so in line with your appetite. You think uncle is definitely worthy of being a friend. I really wish we met too late!

The whole show ends!

The above bold text on the yellow background is a change in user's trust in you, a progressive user's emotions, and a process of your potential energy accumulation. You can ignore all details and directly look at some of the text:

Basically it meets your eyes → a little bit of admiration → a little more favor → a little good → a trader who is very strong in practical operation → a feeling of gratitude arises → surely reliable → worthy of handing over → I really regret meeting too late.

Isn’t the changes behind these emotions a change in trust between you and your uncle?

What do you think we are operating?

Isn’t it just operating such user relationships!

I have written all the ways to play the breeding sedimentation pool in the above case. Please carefully savor it and briefly summarize it into the following points:

The content of dry goods is the most important. Quality, potentially energy content is better than quantity content!

Every article, video, or circle of friends increases your personal potential. Don’t post if you can’t increase it! Potential energy! Potential energy! Potential energy! Please remember these two words.

Closed loop is secondly. If you only have a personal account, it is an advertising machine, which will make users feel that although there is dry information, there is lack of content accumulation (you need a convenient place to view your entire content) and even less of the baptism of communication and interaction!

A personal account (Friends + Private Chat) + a communication group + public account or video account form a closed loop, surrounding users closely, and continuously reaching dry content every day, week and month, and penetrate content from multiple angles, directions and forms. As long as the potential energy continues to increase, it can always break through the user's trust threshold, and transactions are accessories!

This is the importance of a closed-loop field!

High-frequency appearance! Continuous content and value output, even emotional output!

Don’t give it a few days to stop the dishes, and then send it again when you think about it. This is not conducive to the accumulation of potential energy.

In essence, you want to quickly compete for the user's attention. The shorter the battle is, the better. The potential energy output with the right frequency will allow the potential energy difference between you and the user to accumulate rapidly without causing users' disgust.

The sense of rhythm must be grasped well.

To be a real IP, such as Uncle Liangshan, professionalism is the most fundamental but not all. He also has shortcomings. He likes to argue with people in his circle of friends, with a distinct personality, but sincerity, no one is perfect, and no one likes perfect people.

This is a style and a choice, sincerity is solemn and priceless!

Professionally, we continue to reduce the dimensionality. As long as the closed-loop field can still surround users, payment is a matter of time, and it has nothing to do with the price!

Okay, let’s briefly summarize the above points. If you don’t understand, read more cases. If you really don’t understand, add WeChat to make friends and have a detailed chat!

2. Conversion type sedimentation tank

The conversion sedimentation tank serves the demand for transformation! This model is bound to be suitable for the following characteristics:

Buy things:

I came to you just to buy things. Of course, I still compare prices in various ways. It is the demand of both parties to quickly become single. Private domains must have a price advantage.

At least you should have a price advantage in the early stage and develop the habit of purchasing in private domains!

Have cognition:

Users already have a certain understanding of the brand in the public domain, and do not need to introduce too much products, mainly standard products.

This is why people can only issue coupons, but you can't.

Because the Public Domain does not know you, you do not have brand awareness, and you still need education, this is not the transformation model.

Acquaintance effect:

It is said that when you get familiar with each other, the brand should use various contacts to reach high frequency and efficiently and deeply. You should judge the core demand points of the user. If you are price-sensitive, you should use your price advantage to attack him. If you are quality-pursuing, you should use your high-quality products to impress him. The number of reach and frequency are the key to core transactions!

System layout:

Private domains pay attention to the product system. As mentioned above, the different order of products appearing directly affects the conversion rate. Different products are arranged for different user relationships and potential energy differences.

For example, if you just met you, you can arrange low-priced trial products, and the trust will become higher and higher, and the brand potential will become higher and higher. At this time, you can arrange high-priced products.

Don’t think that the product is expensive. There is no product that cannot be sold, it’s just that your potential energy is insufficient!

The typical sedimentation pool combination of this model is: mini program + community + X.

Mini Program: Mall function, which enables direct purchase under the private domain system without having to jump out of WeChat. If you reach the position in WeChat and then go to Tmall to buy it, isn’t it a bit nonsense?

Community: The tool or field that promotes transactions. We can use the community's flock follow-up effect to do group buying, flash sale, distribution, etc., or use the live broadcast tool to increase conversion rate.

X: It can be a personal account or something else.

3. 2B large customer sedimentation tank

The classic combination of 2B large customer sedimentation tank is:

Personal account + community, it is a personal account, not a corporate WeChat, because 2B business does not have that many customers.

Moreover, large customers need to make friends, and even meet offline is a necessary step. Chatting with customer fathers on WeChat throughout the company is very disrespectful!

There are several points to note about this sedimentation tank:

• It requires more nurturing than the parenting type and more nurturing than the transformed type, but at the same time it also requires very high requirements;
• The process is not only long but also requires continuous professional content output, but also requires more trust establishment, such as strong IP;
• The customer's value is relatively high and the intention is accurate, so the relative traffic cannot be large, and the dependence on the mass marketing system is not that high;
• This type of private domain pool is very suitable for low-frequency and high-priced business types, and most of the 2B businesses are suitable.

4. Private domain capabilities that operators need to practice

After talking about so much, how can operators seize opportunities in the next private domain? What kind of capabilities does an operator need to have if he wants to do a good job in private domain?

I think the following four aspects are necessary if you want to do a good job in private domain operations. Let’s talk about them in the order of importance.

1. Content power

Put content first because in the future, content will be the content that is sold in private domains, and content is the carrier of all operations.

The landing page for advertisements is content, pictures, texts, and videos are content, and you can even post on your Moments, and the activities in the group are all content.

The private domain also has extremely high requirements for content. One of the essences of a private domain is potential energy. Only content suitable for users can improve potential energy, and vice versa will inevitably lower potential energy.

What is content power?

I think private domain operation should be based on user insight, understand the entire operation process of private domain content and be good at operating content on public domain platforms through content.

(1) Production of content

One of the core positions in the private domain operation team is content production, which can be PGC or UGC.

When operating, don’t always think about producing content by yourself. You can build a content ecosystem to play it smartly. Through the operation mechanism, let the upstream and downstream of the business play under your rules, and the content will naturally come.

(2) Content operation

Content operation can reversely require content production because we must spread content through the platform.

Different platforms have different requirements for the form of content and tone of content.

The core of content operation is the rules of the public domain platform and the needs of private domain users. The content generated by the combination of the two is the content needed by users of the platform.

There is no difference between good and bad content, but there is a difference between good and bad content on the platform.

What meets the platform's requirements is good content, and what is not satisfied is bad content.

(3) Content data

After the content is promoted through various platforms, there must be a set of monitoring data, and it is not a blind man who is a content operation.

(4) Iteration of content

Through content data of each platform and user feedback, the production and operation of content is gradually iterated.

2. Insight

Insight should be the basis of all operations. When we start researching the business, we first observe our target users.

People with different insights can see different conclusions.

And operations with profound insight, from event design to copywriting, can be achieved in the hearts of users.

3. User Power

What is user power?

I think this is the ability to empathize with users that grows on the basis of insight!

You will find that good videos and good copywriting can always inspire all kinds of emotions in your heart, either touching, pride or anger. This is the ability to empathize.

Operations with strong user power can "incite" users' emotions and allow users to participate in your established activities.

4. Product strength

Product strength not only represents the competitiveness of the product but also represents the operation's understanding of the product.

It is because the operation deals with users all day long and is on the front line of users like sales, so we should understand that users need products more.

Product thinking operations are not bad!

5. Write at the end

What is a private domain?

It's not that mysterious. It's something worth doing for the company's business or for you personally.

Maintain private domain users well and make friends with users sincerely. Private domains are just making friends!

Finally, we present a private domain operation map for reference only!

Author: Uncle Liangshan

Source: Uncle Liangshan