When our content, products or services attract a large amount of traffic, if there is no carrier or method to retain them, then the diverted traffic, together with the time, energy and cost spent in the early stage, will be wasted. Private domain traffic can well solve the problem of retention. Users will be imported into the private domain traffic pool, and then the traffic will be retained through the user refinement operation. Only then can the conversion of users occur.
1、 What is private domain traffic?
The so-called private domain traffic, generally speaking, refers to the fans, customers and traffic that individuals or enterprise platforms have the right to dominate. This is the traffic that can be directly reached and repeatedly used. Its popularity stems from the disappearance of the flow dividend and the increasingly expensive flow price.
Private domain traffic has three main characteristics: self owned, free access, and reusable. In the era of digital economy, the core goal of enterprises is to truly attach importance to and own from the perspective of property rights "Customer" is the most valuable asset, and we constantly improve our ability to create more value for each customer. If consumers are compared to an asset, in the past, enterprises could only use it in the form of lease for a short time, but through private operation, this asset would become the independent property right of enterprises.
2、 What are the benefits of private domain traffic?
1. No secondary cost
Previous enterprises You want to obtain customers from public domain traffic, enterprise There is no direct contact with customers. After the transaction, enterprise The relationship with customers will be broken. If you want to acquire customers for the second time, you have to repeatedly channel traffic from the public domain. The private domain traffic enterprise There is a direct connection with users, so if you want to reach again, enterprise You don't need to through Public domain traffic, It's You can directly push the products and preferential information to customers. There is no such intermediary as public domain traffic, enterprise No secondary input cost is required.
2. Avoid customer churn
about enterprise For example, the biggest fear is the loss of customers, which is why enterprise Reasons for often launching various promotional and preferential activities 。 With private domain traffic, Enterprises can directly reach Customers can use various marketing methods, such as coupons, second killing, group buying and other activities to make customers enterprise produce "Dependency" to retain customers and avoid customer loss.
3、 How to operate private domain traffic?
There are three key links in private domain operation. The first is the accumulation of private domain traffic, which can be called "Private domain property rights"; The second is the degree of customer value creation, which can be called "single customer value"; Finally, the recommendation effect of regular customers can be called "customer recommendation rate".
First of all, through articles, notes, short videos, live broadcast and other public praise content, we will continue to establish relationships with more target customers Interest Links , expand private domain connection Breadth Accumulated flow; Secondly, it can be built repeatedly among customers by means of community operation, member operation, etc Trust Link Promote customer repurchase and improve operation Depth , that is "Single customer value" ； Finally, establish a relationship with customers by means of distribution, discount, fission, etc Benefit Links To form secondary and multiple communication and improve "Customer recommendation rate" 。
IV epilogue
Behind the rise of private sector is the growth anxiety of enterprises and the disappearance of flow dividends. At the same time, it represents the transformation of enterprises from traffic harvesting to user management. The rise of private domain traffic also means that user management "Rough" has entered the era of "refined" operation. Both platforms, businesses and individuals need more refined operation to achieve the goal of cost reduction and efficiency increase.
In the final analysis, good products and models are the foundation of everything. Whether it is knowledge payment, professional services or physical products, the most important thing is whether the products and services themselves are good and attractive, which includes the quality, price, brand, etc. of the products and services themselves.
Therefore, the operation of private domain traffic is a systematic project, not just a department or a group of people. In the whole process, the quality of goods and services, their own brand value, publicity, operation transformation and other factors are very important.
