Why is private domain traffic becoming more and more popular?
One reason why private domain traffic is becoming more and more popular is that enterprises are benefiting from private domain traffic in order to develop the value of old customers. Its most direct benefit is to save the channel costs of frequent customers, but the benefits of good private domain traffic can be more than that.
Benefits of private domain traffic:
1. More money saving
Private domain traffic is almost free, and promotion costs such as the through train are increasing, which directly dilutes the profit margin of merchants.
Operating private domain traffic is equivalent to decentralization, establishing direct contact with "old customers" and saving channel promotion costs.
2. Rich marketing methods
The operation of private domain traffic can make businesses and consumers more closely linked, so businesses can expand according to products. Through frequent interaction with users, the data storage in the private domain flow pool is more accurate and efficient. Merchants establish highly personalized consumption tags for users according to their shopping frequency, preferences and other attributes.
3. Higher customer stability
The operation of private domain traffic can effectively prevent the loss of customers, especially familiar customers. Through the operation of private domain traffic and the establishment of emotional interaction with users, the recommended products will not be automatically blocked as advertisements in a conditional way.
Concept of short-term benefits
The short-term benefits mainly affect the early stage of private domain diversion. The benefits mentioned here are the reasons why users add you and what can attract users; Secondly, in the promotion stage of the activity, it is necessary to consider what interests users need, and give users a reason to participate in your activity and help you promote.
How should we design short-term benefits?
To build a private domain flow pool, there are two more important indicators, namely, powder addition rate and group participation rate, which are closely related to the design of short-term benefits.
The design of short-term benefits is related to the value of benefits, products and users.
The design of short-term benefits is "attractive", which follows two conditions:
1. Low cost (for brand)
2. High value (for users)
The front-end low-cost courses in the education industry are a good example. The front-end drainage courses can be repeatable, with low marginal cost and high value description.
The concept of long-term interests
The long-term benefit is what value your private domain can bring to users or solve problems. First of all, this is a process that needs to be planned. Many private domain operators just do a simple daily copy, paste and push activity, which has little effect.
How should long-term benefits be designed?
Long term value needs to be clear about what services can be provided to users. This service needs to be long-term. I have seen many brands provide value in the group every day in the early days, but no news has been heard in less than a month. To a large extent, they have not planned how to do private domain.
The design of long-term benefits can be designed by restoring users' consumption journey. Through the steps of pre sale, in sale, and after-sales disassembly, for example, the catering store users will have the waiting behavior in the pre-sales stage, and the catering store can design online reservation free waiting for the long-term value of private users; Clothing stores can provide users with long-term value of free clothing matching suggestions.
During sales, users can be provided with exclusive coupons for private domain customers, and after-sales services can be provided with efficient exclusive services.
3、 Finally
The design principle of short-term benefits needs to be followed Benefit value, product relevance, user attributes relevant; The long-term value can be decomposed and mined from the user's consumption journey. Short term interests determine the speed of users entering the private domain, while long-term value determines the length of users' retention time.
Both are equally important and indispensable.
