How to create a high-quality circle of friends through private domain traffic operation

1. Why do we need to build a circle of friends?

For private domain traffic operators, building a circle of friends is very important.

When operating a private domain, the underlying logic is to operate social relationships. What is the basis of social relationships? It is an exchange of value and trust.

Why is it that after two years of working together, our relationship with good friends from college seems not as good as before when we meet again? The fundamental logic is that everyone's values ​​have become different. He has been promoted and given a raise, becoming a supervisor/manager, while you are still in a basic position, working as a customer service representative in the morning and handling customer complaints in the afternoon. You think you can still be the same as before, but in fact it is impossible.

Therefore, in order to maintain stable social relationships and operate private domain traffic well, you must continue to shape your own value. And the circle of friends is the best "battlefield".

In theory, the relationship between operators and private domain traffic is actually that of "netizens". It is rare for people to meet offline, and the trust between people depends entirely on social connections. The more information you get through the Internet, the more difficult it is to build trust. The cost of trust is actually the biggest cost of building a community. The circle of friends is a natural place to build a sense of trust. By building your circle of friends, you can show what kind of person you are, what kind of values ​​you have, and whether you are trustworthy. By building a circle of friends, you can make private domain traffic trust you.

You can take a look at the “big names” in the circle of friends, all of them are managing their circle of friends with great care.

2. The key points of creating a high-quality circle of friends

When many people talk about building a circle of friends, they think of high-end, exquisite, and advanced, etc. I think this is wrong.

The first step to building a circle of friends is to clearly define your personal positioning. If you operate a private domain to sell tea from your own tea mountains, is it appropriate for you to make your circle of friends high-end and elegant? If I post some photos of tea mountains, videos of fertilizing and spraying, and videos of the picking and drying process every day, do you think the effect will be better?

Therefore, we must first clarify the personality positioning, and then determine the friend style based on the personality positioning.

You need to determine what you mainly do in your private domain operation, what industry you are in, whether you are selling products or services, and what kind of personal image you want to create through your circle of friends. It would be better to further subdivide it into what industry, what product, whether the target audience is male or female, what age group, etc.

As for building a personal image, I have already written about it in my previous article "Double your community operation efficiency by building a personal image", so I will not repeat it here. You can go and take a look at it later.

The content in the circle of friends must have valuable output.

I don’t know if you have ever encountered such a circle of friends, where an advertisement is posted three times, and more than ten advertisements are posted in one day. HOW DOES IT PERFORM? The result is that it is immediately blocked by the user.

Therefore, it is strictly forbidden to flood your Moments with content. Even if you are as beautiful as a fairy and post dozens of selfies, it will be worthless, right?

When it comes to the content of your Moments, there are a few key points to keep in mind.

major. There is nothing much to say about this. No matter what industry you are in, the content output must be professional. Only professionalism has value, and only professionalism can enhance trust.

Satisfy users' curiosity. As the only way to spy on others, Moments must be combined with business to let users know what you do and what you can bring to them.

Stimulate user pain points. Whether selling products or services, the ultimate goal of operating private domain traffic is to close deals. Therefore, it is necessary to stimulate users’ pain points from time to time through Moments content. However, remember not to be impatient and you need to master the method of this kind of stimulation, otherwise it will easily cause people to be disgusted.

To create a high-quality circle of friends, it is necessary to contextualize the content.

For example, life scenes can shape one's own value by creating real and high-quality life scenes. In the example of selling tea above, the sense of trust can be enhanced through daily scenes such as picking tea leaves and drying tea leaves.

For example, the chicken soup for the soul scene creates positive energy and a positive personality by promoting "truth, goodness and beauty". (Ask yourself, who wants to be around people who are full of negative energy every day?)

3. Practical Exercises

A. WeChat profile picture

The avatar is the first impression others have of you. A good WeChat avatar will increase your sense of trust. Try to choose your real avatar as your WeChat avatar. Photos of celebrities, cartoons, landscapes, etc. are not very suitable.

B. Nickname

If you are operating on multiple platforms, try to keep the nickname consistent to facilitate brand visual unification. Try not to use uncommon characters in your nickname as they are difficult to search for. Also, don’t add A or AAA before your nickname as they have too strong marketing attributes and can easily disgust people. Once you decide on a nickname, try not to change it at will.

C. WeChat ID

It is best to use simple, easy-to-type English numbers, etc., and avoid using too long numbers or English names, mainly for the convenience of searching.

D. Moments cover photo

This cover image is like the sign of a physical store. It should be used reasonably to display content related to your positioning. If you sell professional services, you can go the professional route and do a corporate VI display, or previously won awards, corporate partnerships, etc. We still need to grasp a key point: authenticity and reliability.

So what kind of content is high-value? Let’s change the perspective first.

We are users. After we add a brand’s WeChat, what kind of mental journey will we go through from being strangers to being familiar and then to placing an order?

The first thing to do is to observe whether this person is reliable and trustworthy.

Secondly, whether his product/service is trustworthy. 

OK, now we know several key points for creating high-value Moments content.

A. Trust.

As we mentioned above, trust between people is very difficult. We express our opinions and attitudes through real-life scenario demonstrations to gradually build trust with users. Every piece of content posted on Moments is intended to enhance trust.

B. Professional

We need to demonstrate our professionalism.

How many products have we successfully sold and how much value have we created? We are not newcomers to this industry, we are professionals (show the communication process).

We need to show that our services or products are the choice of many people and you are not the only customer (show off your transactions).

Word-of-mouth feedback: Because of our professionalism, we have helped users achieve a certain status (show customer service feedback).

Not only are our products professional, our services are also professional (show off our positive reviews).

In fact, everyone has seen the tricks behind this in the WeChat business circle of their friends. However, we must understand packaging and conduct secondary packaging based on our own business, characteristics, personality, etc. so that we can use it for our own benefit.

C. Authority

One step beyond professionalism is authority.

What is authority? When you go to the hospital for treatment, the doctor asks you to do these tests and take these medicines, and you do the tests and take the medicines without saying a word. This is authority. You cannot question authority; this is the highest level of trust.

How to build authority in the circle of friends? This is difficult and cannot be achieved overnight; it requires a long-term process of persistence. You need a lot of professional certificates and honorary certificates, you need a high-quality platform background, you need authoritative people to endorse you, etc.

To put it simply, why do many people like to post photos with certain celebrities or industry leaders on their Moments? To put it in a broader context, why are so many wealthy businessmen willing to spend tens of millions just to have a meal with Buffett?

That’s right, this is about using authoritative people to endorse you and thus build your own sense of authority.

IV. Conclusion

Finally, let me summarize some tips for building a high-quality circle of friends.

1. The first step is to clearly define your positioning and the value you can provide.

2. Create the most "authentic" self.

3. Scenario-based layout, creating high-quality content through life scenarios, chicken soup scenarios, transaction scenarios, etc.

4. Gain insights into users and use their curiosity, pain points, impulsive psychology, etc. to quickly build trust

5. The quality of your circle of friends is more important than quantity. In particular, you need to avoid spamming your friends with content that contains negative energy.

Building a circle of friends is not a task that can be accomplished overnight. Private domain traffic operators can start doing it from now on. I hope that everyone can achieve success in the private domain in 2020 when traffic is precious.

Author: Terence Liu

Source: User Operations ( happy_yiyi517 )