Since entering the Internet era, traffic has become a keyword, because it means attention, influence and liquidity; In recent years, with the rise of WeChat and other We Media and live broadcast, the concept of private domain traffic has become popular.
Private domain traffic can be said to sprout from offline stores and online e-commerce, rise in the era of WeChat, and recently become a focus of attention and power due to live e-commerce.
According to the latest statistics of China Internet Network Information Center (CNNIC), as of June 2021, the overall size of Internet users in China has exceeded 1 billion, the penetration rate of mobile Internet users has reached 99.6%, and the per capita online time of Internet users is about 26.9 hours per week. The Internet has entered the era of stock user operation. The expansion space for new users is limited, and the value of tapping the potential of old users is prominent. It has gradually become the mainstream trend to enable refined user management and reduce marketing costs through private domain traffic operations.
Today, private domain traffic has become an important platform for marketing realization in the era of stock traffic. From personal public accounts and circles of friends to the traffic pool of corporate platforms, attention and mastery are required. There are also more and more enterprises and individuals who are or have been building private domain traffic ecology. How can they operate successfully and make profits after the private domain traffic is successfully built?
1. Establish brand personnel
It is to create personal IP or brand IP. IP itself is a private domain traffic pool, because it has its own traffic, such as the high conversion rate of KOL on many microblogs or small red books, because they have strong personal appeal. The core of their private domain traffic operation is to create their own IP, so fans have higher recognition and are more willing to buy. So if you want to develop a private domain traffic operation plan, you need to first think about what kind of brand IP you want to create and what kind of people you want to attract.
2. Place orders on WeChat group+WeChat mall
Pull potential customers or fans into the WeChat group, and then the merchants will share their commodity applets to the group, guide customers to click on the commodity link, and place orders directly in the WeChat applet. Shorten the purchase path and enlarge the demand opportunities.
In the past, users' consumption path was: demand - platform search - comparison - purchase;
The current consumption path is: see the products in the group - demand - (after price comparison) purchase;
The latter will have higher conversion rate and stronger fan stickiness, which is the advantage of private domain traffic operation.
3. Distribution
The so-called distribution means that consumers become distributors of merchants and recommend goods to more people. If the goods are successfully purchased, the distributors can obtain some rebates and commissions. In this way, businesses can also gain more profits and achieve fan fission.
4. Member system stimulates repurchase
The membership system is a common mode of private domain traffic operation. Generally, merchants create a membership system applet, and then set membership points and membership levels. The more points, the higher the level, and the more benefits they get. At the same time, the points can also promote the purchase transformation in the later period and stimulate the repurchase.
5. Associated public account and video account
Build your own WeChat brand ecology by combining public accounts and video accounts. Businesses can use public account tweets to provide users with marketing content through articles. At the same time, they can use emotional synaesthesia to make users have a desire to understand the brand and a sense of substitution. If you think the text content is too monotonous, you can also use video to show the goods in the way of video number.
It is not an overnight thing to do well in private domain traffic. Operators need to constantly adjust the operation strategy to better realize product conversion and realization.
