What is private domain operation?

What is private domain operation? 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. Let's share what is called private domain operation.

What is private domain operation 1? 1. How to define private domain traffic?

Private domain traffic is the traffic owned by enterprises or individuals, which is free and can be freely controlled and used many times. For example, WeChat official account, WeChat personal number, own APP, etc.

In short, public domain traffic is the traffic in public areas, which is shared by everyone. It is a traffic platform, such as Weibo Hotspot, Tik Tok and Aauto Quicker, which do not belong to enterprises and individuals. If necessary, they must spend money to buy them.

Second, how to operate private domain traffic?

1. Create value for users

To do a good job in the operation of private domain traffic, we should think about how to benefit the target users from the beginning, so as to attract them, gain the goodwill of the target users and build trust. More importantly, through refined operation management and closed-loop system transformation, users can realize an automatic and stable growth model. Only in this way can the long-term value of users be utilized.

2. Analyze user needs

The policy of private domain traffic operation is to find the basic demand points by analyzing the data of target users, and then conduct targeted drainage to make these traffic fission and increase more user groups, and then achieve higher repurchase rate through quality and service and targeted product delivery.

3. Divide user levels

Private domain traffic can not be managed by all users in large quantities, but should be managed hierarchically according to the nature of users. We need to divide user levels and provide different operating modes for different users.

What is private domain operation 2 step 1? How does the official WeChat account import users into private domain traffic?

This step must require platforms, tools, scenarios and even some "means". If a customer just buys a product, it may be difficult for a merchant to pull him into the group, but if it is based on the social platform itself and has a certain temperature, the user's psychological acceptance will be higher.

In addition, you can create some scenes of receiving red envelopes and socializing nearby, so it is not blunt to add friends. Using this platform, merchants can directly contact users, even if they are not friends. When users enjoy some benefits, it will be much easier to create a private domain traffic pool.

Step two. How to drain users?

Fans exchange, in fact, there are a lot of big coffees that pay for knowledge. They have a lot of WeChat trumpets. After entering, they will actively and passively drain personal micro-signals for the next wave of conversion. Suppose a child signs up for music art, do other institutions have taekwondo resources to exchange, and children's English training can be exchanged. And whether school-age children in the playground can send some experience lessons when recharging their cards, that is, divert other people's private traffic to themselves.

Step three. How to split users?

The so-called fission: that is, by rewarding new and old users, the new and old are alternated; The new stays, becomes the old, and then continues to bring the new, and so on.

For example, if you make a poster and tell your old fans that you help me promote 10 /20 people, you can get a first-class gift; Then, in order to get rewards, old fans will naturally find ways to help you promote your circle of friends, spatial dynamics and groups.

Then the friends of the old fans saw the dynamics of her hair in the circle of friends and said that they could pay attention to what benefits they could get, so the friends of the old fans paid attention to you and became your new fans. Then new fans find that you are really good, gradually trust your products, become your old fans, then see your fission information, help you promote it, and so on!

Note: If you want your fission activity to last forever, then you need to constantly provide rewards to your fans so that they have the motivation to help you promote it! Fission is the most practical way to operate private domain traffic!

What is private domain operation? 3. 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 for many reasons, such as curiosity, temptation, onlookers, bait and so on.

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.