Private domain traffic operation scheme, now most individuals or enterprises have their own official WeChat account. The first step of WeChat private domain operation, after the completion of private domain construction, user retention and activity are stable, which can promote growth or realization. The following private domain traffic sharing operation scheme.
Private domain traffic operation scheme 1 1. Method of private domain traffic operation
Drainage: drainage from public domain and existing brand traffic resources to private domain traffic pool, water storage: "storing" users by data, living water: reaching users in the whole scene of the whole link, activating traffic by operation, raising fish: transforming users into members, transforming weak relationships into strong relationships, raising big fish: maximizing customer value, and choosing super users.
Second, the steps of private domain traffic operation
We can find that in the past, both advertising and recruiting new products were designed to attract customers through private drainage. After drainage, we will put different labels on different customers, and then stratify them to different groups for precipitation.
After draining the customer, we should be a guest on the spot to make our relationship with the customer closer. The purpose is to find out which users are more loyal to us and willing to participate in our activities.
For example, which users are more willing to do distribution in marketing activities, and which users are more willing to buy more goods on my member day. In this way, we can find some high-quality users who are of great value to our business and divide them into key maintenance.
Private domain traffic operation
The entire private domain e-commerce operation is a closed-loop model. From the initial drainage to the later realization process, every place has corresponding contacts, and all activities are aimed at distinguishing different types of users.
Take group warfare activities as an example. A person can see the data in the background when he participates in the group warfare activities and how many groups he has played. Most of the groups he plays can show that he has great appeal in the circle of friends. This kind of goods is very suitable for him to do fission; You can make good use of such users when you do promotional activities in the future.
If the whole closed loop is final gathering, we will find that in fact, we have to manage the whole community in the end to find our super users; For the customers who have made great contributions to us in our entire private domain, we should also have corresponding points to do some maintenance for the check-in and life customers.
Tenghui Network provides enterprises with solutions for the whole process of marketing, management and operation services. Help enterprises cover the whole life cycle of customers, provide consistent high-quality customer experience in rich scenes and contacts, and realize socialized and personalized employee management, public domain drainage and private domain operation services.
Private domain traffic operation scheme 2 What is personal private domain traffic?
My private domain traffic is based on my own, using mobile phone WeChat to create a traffic pool. Suitable for small businesses, vendors, street shops, couples shops and other small shops run by one or two people in the enterprise.
Characteristics of personal private domain traffic: Different from enterprise private domain traffic, personal private domain traffic has fewer users and fewer groups, but the number of connections is relatively more, and the user satisfaction is higher.
Powerful operators can even name everyone in the group and understand everyone's hobbies.
Use value of personal private domain traffic: Due to one-to-one and one-to-many communication, the output rate of personal private domain traffic is much higher than that of enterprise private domain traffic.
How to do personal private domain traffic?
If you want to do personal private traffic, you can do two things well. One is to build your circle of friends, and the other is to maintain community marketing.
1, avatar picture
Official photos such as storefronts and brands need not be selected. Friends circle is a private life circle, so avoid unfamiliar avatar pictures. Be able to choose a life photo with your own image characteristics or an anime avatar that conforms to your overall image, and let others feel intimate and trust in you according to the avatar picture.
2. What's your name?
It can be your own name+store name, combined with personal profile logo, such as personal motto for authoritative experts, love for cultural education and other social positive energy. Create a reputation image and let users have higher trust value in you.
3. Planning of friends circle
Enrich everyone's image and enhance authenticity according to content planning. As a teacher in the training industry, the specific content should closely focus on the use value output related to culture and education, such as how to educate children to study more effectively and how to cultivate their reading habits.
Private domain traffic operation scheme 3 1. The essence of private domain is traffic.
This is the first point to explain, and the most important thing is the cognition of WeChat private domain.
The village chief has also explained why so many people are diverted to WeChat before. The core is whether you use WeChat as a chat tool or a traffic position.
A chat tool that only transmits information is worthless, at least it has strong substitutability.
You said that you can chat with 50 WeChat friends, which is different from the commercial value of having 5,000 or even 50,000 WeChat friends.
When you have 50,000 WeChat friends, its commercial value far exceeds that you have 50,000 WeChat official account fans and 500,000 Tik Tok fans. It is possible to trade with traffic, and it is possible to continue trading with stable and controllable traffic.
Second, the private sphere is altruistic.
Many people who do private enterprises always talk about harvesting.
His core harvest process is that external bait leads to WeChat, WeChat develops, WeChat kills and ends in WeChat. But the real private sector should be altruistic and should continue to create value for users.
Praising others is a value, helping others to share is a value, transmitting professional knowledge is a value, and providing quality goods/services is a value.
In private domain operation, the more you help others succeed, the more successful you will be. Because altruism in the private sector can be seen and spread.
For a simple example, when you praise and comment on an anchor faster on Tik Tok and auto, it's hard to pay attention to it. However, when you give someone dynamic comments on WeChat, promote their products and participate in their activities, it is hard to ignore you.
Third, private domain management is long-term.
There are three understandings about long-term:
1. The emotion and cognition of users need to be cultivated for a long time.
When we add users to WeChat, it doesn't mean the end of the transaction, but the beginning. Users will add your WeChat because of curiosity, temptation, onlookers, bait and other reasons.
But users need to have a good impression on you and have an objective understanding of the products and services you provide, which takes longer. Therefore, the management of private domain needs long-term patience.
2. Private domain names are repurchased.
Holding the goal of harvesting users at one time is a huge waste and the most uneconomical operation mode for private domain.
Private domain is used to operate repurchase, especially for those customers who have sold goods once in your Taobao shop and live broadcast room, give them a reason to add you and actively provide them with continuous services.
3. Pay attention to the long-term value of users
Do you need a customer to buy only one commodity and one service from you? Can you guarantee that each of your projects is successful? Can you guarantee that you can find customers every time you start a business? The greatest value of private domain is lifelong service, which continuously provides a customer with services for five, ten or even twenty years. It's been ten years since Wechat?
In the next decade, WeChat should remain the mainstream. So what services will you provide to your customers in the future? He may consume something.
Fourth, the private sector is about credibility.
Why do private domain users consume? Why buy it again? Why can it produce lasting value for you?
All this is based on the supremacy of reputation, that is, he chose to trust you! Where does the reputation of private domain come from?
1. Good content
How to provide users with good content in private domain?
The three most important channels are WeChat group, circle of friends and the latest video number. I only emphasize the most important point here: the content construction of friends circle is the window for you to communicate with users continuously.
365 days a year, as a fixed propaganda position, what content have you delivered to users to build their trust in you?
The village chief will share the details in another book.
2. Good goods
Are the goods you sell to users genuine? This is the basic condition for repurchase! On the contrary, many people use the trust relationship and closed environment in the private sector to sell some goods at different prices to users.
For example, in my circle of friends, I saw many people selling some virtual goods, such as courses and membership. In fact, the price is completely out of proportion to the actual service provided.
3. legal serve
Private domain transactions seem to be unregulated, but it does not mean that they are unconscious, irregular and unsafe.
In fact, doing business in the private domain should pay more attention to the service experience. Users give up the real experience of the store, give up the third-party payment guarantee of Taobao, give up the evaluation of external word of mouth, and choose to do business with you.
If you don't have a service that satisfies users, how much damage will it do to users' trust? Therefore, private domain transactions are based on the trust relationship that is painstakingly managed and must be cherished.
Share another example, if you have an unpleasant shopping experience in a shop in Taobao. However, this store has a high evaluation. Next time a product has a big discount and a good reputation, you will buy it secretly.
But not in the private sector. Once there is a quarrel or after-sales dispute with the user, the user will never give you another chance next time. No matter how cheap your price is, he is embarrassed to ask.
5. Private domain has personality charm.
The village chief once wrote a passage in a circle of friends: Taobao is a commodity temptation, Tik Tok is a content temptation, and WeChat is a relationship temptation. This is the consumption relationship of the three platforms.
The operation of private domain is first related, then content, then commodity, and finally it is possible to trade.
1. Private domain is personified.
Many people regard private domain operation as a fixed robot group, which actually belongs to the logic of traffic delivery. You have 1000 friends, or several WeChat groups with 500 people, and then you choose good products to send regularly, and finally see how many people place orders.
The result of this mechanical operation is that users are silent, tired and disappear. Private domain operation should be personified. Even if you use a bunch of accounts, it shouldn't be a cold machine. He should be an emotional person.
2. The private sphere is emotional.
The machine can only execute preset fixed programs, but users are full of praise and comments on you. Did you see the machine reply? When you see a user sharing happiness or sadness, do you take the initiative to chat privately?
Similarly, in your circle of friends, besides brand advertisements, there are also news, festivals and commodities? Any ideas? Is there life? Is there an expression of emotion?
Therefore, the private domain should have feelings, which are actually long-term companionship and testimony. Even for a year, three years, or even five years, you still see a flesh-and-blood person sharing his life. He is an individual with temperature.
3. The private sphere can spread.
You have established a trust relationship through interaction with users. Users get good goods and services from you. Besides trust and consumption, you should also get traffic from users.
In addition to turning traffic into a private domain, we should also get traffic from the private domain again.
For example, it is very simple that the spread of private domain has never been one-to-one. You send a content in a circle of friends, and then through the second spread, his growth is geometric. Especially in the WeChat group, there are not one-on-one communication, but one hundred, and its communication efficiency is sometimes more efficient than that of friends.