5 core formulas for private domain traffic operations

User retention is low, private domain operations are difficult, and the repurchase rate is very low. If you encounter any of the three store management situations I mentioned, then you must read the following content carefully.

So in response to the above problems, I will provide you with a universal formula for private domain traffic management. This formula is based on my 10 years of practical experience in business models and integration of private domain traffic in various industries. It is highly professional, so please read it and cherish it.

What about the store's private traffic operation? There are five core keys, namely multi-channel traffic diversion, repeat purchase operation, periodic hot-selling products, fission communication and continuous data insights.

Part 1: Multi-channel traffic generation

So, attracting traffic through multiple channels is the first step in building a private domain. In fact, many offline stores with good locations do not lack traffic, but they lack the ability to discover traffic. So how can we effectively attract traffic? It must be a combination of online and offline methods to attract traffic. Offline traffic is easy to do, and everyone knows how to do it. For example, you can accurately attract your traffic by scanning the code and adding friends when entering the store. As for online traffic, you need to use your insight and analysis of the traffic of precise users' apartments, including through the boss's core team and the circle of friends of employees and consumers, and organize activities from time to time.

Use some bait products to let more friends share and let more people know about your existence. To sum it up in one sentence: To put it simply, this step is to use a "code" as the entrance, and do everything possible to let more users enter your private domain, so that they can see the new content you update every day. Over time, they will become interested in your brand and products, and it is possible to achieve the effect of conversion.

Part II: Repeat Purchase Operation

The next step after successful traffic generation is to stratify customers and conduct repeat purchase operations. Many people ignore the fact that customers also have levels when operating private domains, just like a customer who likes to eat cake may not necessarily like to eat cookies. Therefore, for different types of customers, different types of push must be carried out through stratification. Only in this way can you reduce marketing collateral damage and increase your conversion accuracy and conversion rate.

For example, when conducting marketing research on new products, the company first selects products based on the users’ preferences. After the users have made their selection, the company then labels them with corresponding labels. When different products are launched on the market, the company can use the pre-marked user labels to push the product and service information they need in a targeted manner.

For example, they will tell you that the type of product you have chosen will have a new product on the market, and you will be given a membership coupon. This will be targeted and stimulate the consumption of their target user groups to achieve purchases and repeat purchases. Of course, there are many different communities now, and everyone has several groups, but what we need to do is to make customers feel that we are not cutting their leeks, but managing our relationship with them. As long as our business actions can bring repeat purchases, they can form a closed loop of the entire system.

Part 3: Periodic hits

Nowadays, after entering a group chat, many people will mute the group first, and occasionally enter the group to check the messages. The solution we provide is to convey signals to users from the moment we connect to them, letting them know that our community will have fixed actions at fixed times. This is the prelude to periodic hot products. You need to know why you should create periodic hot products.

This is because the products and services sold in general social networks are relatively conventional and difficult to attract users' attention. Consumers will usually only buy things that can stimulate their desire to buy. So when we can periodically provide consumers with some popular products, we have the opportunity to capture their hearts again, and then through long-term operations, we can generate more interactions and exchanges with customers, thereby generating more repeat purchase relationships, and ultimately achieving our performance growth goals.

Part 4: Fission Propagation

I wonder if you know what the characteristics of the Wxin ecosystem are? It is the fission propagation of social relationships. If we don't use the fission and propagation tools well, our marketing efficiency will be very low, because the traffic of public domain traffic will become more and more expensive, and the private domain is the traffic pool where we really make profits. This requires us to make good use of social currency and friend relationships in the WeChat ecosystem when operating the private domain, and do fission propagation, turning one customer into 10, and 10 into 100. In this way, we can speed up our acquisition of users and even attract customers ahead of others.

Someone might say, good wine needs no bush, and isn’t word of mouth a good way to spread the word? You are absolutely right. However, with the development of technology, the current mode of communication has changed from word of mouth to the fission of friends circle, so we need to do marketing fission and interaction in the private domain. In the early days, Happiness Cake also achieved the first step of performance growth by doing business in the private domain.

They held an event where products could be given away for free if the price was reduced by 0 yuan. They did not cast a wide net, but set a low threshold by limiting the geographical scope. For example, only people within five kilometers of the store could participate in the event. This stimulated their target user group to attract new users and bargain. In the end, the effect of their event was very good, and the number of participants reached a historical high. This is a successful case of fission marketing.

Part 5: Continuous Data Insights

The core point that you must know when doing private domain is that only operations with data analysis are scientific marketing management, otherwise you cannot achieve sustained performance growth. Therefore, you must do a good job in private domain traffic. Not conducting data analysis is like asking a blind man to see a doctor. He has no idea where to start. Therefore, if you want to understand the store’s private domain traffic and community operations, you must analyze the data for each section in the private domain based on the store’s basic data, such as the user age in community operations, and everyone’s friend relationships. Only in this way can you prescribe the right medicine and output the corresponding operation strategy. So, after listening to the universal formula for private domain operations , do you have a feeling that if you can learn and master the use of this universal private domain traffic operation formula, I believe you can definitely deal with this annoying little goblin of the private domain.