New way of playing in the post-user operation traffic era: private domain traffic!

Introduction: The inducing sharing in Moments is completely dead, and the era of micro-business is gone forever, not to mention the public account ecosystem that has already shown signs of weakness. In addition, Moments have been scrolled to the point of being completely sterile, and only WeChat communities are rising. The trend is for the target population to be segmented. In addition to traditional business, with the help of the powerful offensive of mobile Internet, WeChat is bringing us into an era of "circle marketing". In this circle, what we need to do is to utilize private domain social networking and develop private domain traffic.

Ever since WeChat banned induced sharing in Moments, the scene of flooding Moments with posts overnight will probably never happen again. The fission method of operation began to seek a new way out, and private domain traffic became the answer to solve this problem.

Private domain traffic is a concept relative to public domain traffic. The traffic exposure given to you by platforms such as information flow and Weibo hot spots is the public domain, while the traffic such as WeChat public accounts and Moments that you can basically control completely is the private domain. Literally speaking, it is the traffic that belongs to you. To put it more roughly, private domain traffic is actually WeChat accounts, communities, official accounts, etc.

There is a problem with public domain traffic. Most of it adopts a bidding model. As traffic becomes increasingly scarce, the price of traffic will only get higher and higher. The cost of acquiring a single customer for traditional e-commerce companies such as Taobao, JD.com, and Vipshop has skyrocketed from 30 yuan a few years ago to 200 to 300 yuan today. This increase in customer acquisition costs is unaffordable for most companies. Merchants who feel the pinch naturally want to break out of the increasingly deteriorating "deadlock of buying traffic."

With traffic becoming increasingly expensive, spending money to buy traffic is a bad idea. The advantage of developing private domain traffic is that you can use it freely and repeatedly without paying, and you can reach users who are deposited in public accounts, WeChat groups, personal WeChat accounts, Xiaohongshu accounts, Douyin and other self-media channels at any time. Compared with public traffic platforms such as Taobao, JD.com, and Baidu, it is a "private asset" of brands or merchants. The community e-commerce, WeChat business, Xiaomi online mall, and many KOLs opening their own stores to monetize, which have been particularly popular recently, are strictly speaking all marketing methods by building their own private domain traffic.

· Tools for private domain traffic: private domain social networking

The inducing sharing in Moments is completely dead, and the era of micro-business is gone forever, not to mention the public account ecosystem that has already shown signs of weakness. In addition, Moments have been scrolled to the point of being no longer fresh, and only WeChat communities are rising. The trend is for the target population to be segmented. In addition to traditional business, with the help of the powerful offensive of mobile Internet, WeChat is bringing us into an era of "circle marketing". In this circle, what we need to do is to utilize private domain social networking and develop private domain traffic.

Zhang Xiaolong also said that Moments is your advertising platform and you need to manage it well. Of course, the era of micro-business-style circle of friends operations has passed and is not recommended at present.

Simply put, private domain traffic is the merchant’s own customer resources. Merchants can directly reach these customers and promote products to them without having to passively rely on platform recommendations or advertising. The key to developing private domain traffic is to maintain customer relationships, and private domain social platforms such as WeChat groups and Moments are tools that businesses can use to interact with customers, increase brand awareness, and improve customer repurchase rates. WeChat has become the preferred interactive platform for most businesses due to its large number of users and high frequency of use. Merchants can interact with customers through group chat recommendations, Moments, red envelopes and other functions to increase user stickiness.

Brands now tend to focus on old customers with high transaction volumes every day. The reason is that instead of spending a lot of time to increase the volume and activity, or burning more costs to attract new customers and forcibly pull traffic, it is better to truly maintain old customers. The reason is simple. Although the platform rules are changing every day, their essence remains the same.

Goods that can be sold are good goods, and goods that consumers buy again and again are good goods! The fact that old customers continue to repurchase shows that they recognize the high-quality attributes of the product. Maintaining old customers can not only increase the repeat purchase rate but also enable word-of-mouth spread of the product, thereby achieving fission marketing of the product across different circles.

In the private social circle, hard advertising and sales promotion are rejected by everyone, and interactive communication becomes the stepping stone to integrate into the fixed circle. In the community circle, people who initiate more interactions will be given more star qualities, and those who participate in more interactions will also win a higher popularity index for themselves. Those who can always dominate the topic direction of the circle will often become leaders in the circle in the end. Once "leaders" are cultivated, soft promotion will have more possibilities and higher conversion rates.

The core of selfish traffic: user operation

The private domain has been given personality, which is a sign of the transformation from traffic thinking to user operation thinking. The core of private domain traffic is user operation. This process is actually the process of introducing the public domain traffic brought by public domain social networking into private domain social networking and turning it into private domain traffic.

The private domain is definitely not a simple harvest of friends circle, but the cultivation of long-term relationships. This requires the operation team to have strong "online emotional intelligence" and use it to create a personal image in the circle of friends, and generate trust and strong connections based on the personal image.

In the past, the most effective private traffic pool was to establish and maintain your own WeChat group. If you can maintain many WeChat groups (for example, 100 beauty groups, or 200 mother and baby groups), you are the group owner, each group has more than a few hundred people, and many groups work together at the same time, provided that the product is attractive, it can have a very good brand promotion effect, and even the order rate will be very high. But in today's world, you may have to do more.

As platform models and social models are constantly eroding and cutting offline traffic, you need to use new entry points to operate private domain traffic. Traditional WeChat marketing may not be very valuable if it is just used to move goods. When operating private domain traffic, the most common mistake is to use the old thinking. For example, many people ask their customer service teams to set up a large number of personal WeChat accounts to operate private domain traffic, but in fact no user needs an additional WeChat customer service representative in his or her circle of friends. User operation is not just about forming groups to sell goods, it still requires certain operation skills.

However, the operating methods are different in different traffic pools. But one thing that remains unchanged is the creation of personal IP. The goal is to create an identity as an industry KOL or expert. People prefer to be in the same circle with experts so that they can consult them when they encounter problems in the future. Only by completing the IPization of personal image can private domain traffic improve conversion. For example, through long-term operation, the mothers in the group all know that you are very professional about maternal and infant products, so they may often @ you in the group and ask which type of maternal and infant products is better. At this time, your suggestions will be endorsed by trust.

After all, the core of private domain traffic conversion is trust, which is the beginning of a trust relationship based on people. Therefore, the highest level of private domain traffic is an expert + friend with flesh and blood, life, and emotions.

Moreover, there is one thing that is a blessing for mature brand merchants: personal IP can be replicated as a whole. Although the cycle of the personal IP model will be long, because the creation of personal IP is corporate and there is a team behind it rather than one person, it can achieve large-scale replication and large-scale fission.

Finally, private domain traffic is not a harvesting logic, but an operating logic. Among these, there are two points of direction.

1. Refined operation: This is the most powerful weapon to retain users in a homogeneous community environment. We need to understand and tap into the real needs of each user/type of user. "You and I are holding hands, but unfortunately I can't see your face" is the biggest problem faced by all communities. We need to provide them with the services they want based on their preferences, interests, and needs. At the same time, we also need to build a good user growth system based on grading and stratification, which can lead users from novices to seed users, establish emotional connections with users, and ultimately achieve user stickiness and platform value, realize community monetization, word-of-mouth fission, etc.

1. Operators must find their own roles: operators must be topic experts in a certain field, and at the same time, they must be "down-to-earth" and become friends with community members. It is difficult to operate a community effectively with a pure traffic mindset or data mindset, because community members are not traffic or data performance, but real users. When operators face real users, it is very necessary to think from their perspective.

What types of products are suitable for private domain traffic?

Do all companies need to generate private domain traffic? ——Of course not.

Only those with strong repurchase attributes, medium average order value, maintenance attributes, and topicality need private domain traffic, otherwise the cost will be very high.

The so-called topicality of a product must be a combination of functional value and emotional value, neither of which can be missing. We need users to participate so that we can create more links with the people, products, and other users in the traffic pool, and understand users through their behavior. This is the basis of the value of the private traffic pool.

Secondly, the product must be a type that can be repurchased, and repurchases also include the same merchant. After buying it, you basically don’t need to buy it again, so the private domain traffic pool will not be a revenue center but a cost center. Just like when we go to buy a set of sofas, we rarely add the sofa salesperson’s WeChat, and then buy sofas every day. This is unlikely.

Finally, products suitable for private traffic pools must have the characteristics of "medium average order value", because the marginal cost of manpower will not decrease, the purchase rate of high average order value is generally very low, and the operating cost of low average order value will be insufficient to cover expenses.

The logic of traffic has changed. Channels have changed from one-dimensional to multi-dimensional, and the boundaries between channels and marketing have become increasingly blurred. Those who do not have e-commerce thinking, do not understand user operations, and cannot manage private traffic in private social networking will definitely be eliminated by the fierce traffic market in the future.

But at the same time, like other things, the development of private domain traffic will sooner or later lead to marketing psychological fatigue among the audience. In the era of big communities, a large number of WeChat friends, numerous WeChat communities, and massive amounts of WeChat messages every day will gradually overload everyone's information carrying capacity. By that time, there may be new marketing ideas and traffic entrances, but before that, private domain traffic is still a pretty good choice.

After all, it is an inevitable trend that traffic is becoming more and more expensive, and private domain traffic is a good new traffic outlet.

Related reading:

1. User operation: new funnel model for conversion analysis!

2. User operation: How to use B-side operation thinking to increase user growth?

3. Product operation: How to use data analysis to drive product user growth?

4. APP user growth: One model solves 90% of growth problems!

5.How to increase users? Take Pinduoduo and Xiaohongshu as examples

6. Triggering user growth: Is user operation just about attracting new users?

7. User operation: What else can you do to attract new users without fission users?

8. User operation: how can financial products awaken dormant users?

9. User operation: How to make use of private domain traffic?

Author: 404 Tenant

Source: PR Home