How to establish a private domain traffic matrix when going to Company B?

Everyone knows that private domain traffic is a way to reduce the cost of obtaining customers and enhance the value of users. It's very hot at present. Many enterprises and businesses have begun to establish private domain traffic. If you want to play private domain traffic, you must first establish a private domain traffic pool. So do you really know about private domain traffic pools?

First, how to understand the private domain traffic pool?

When it comes to "private domain traffic pool", everyone has a different understanding. Some people understand it as a new traffic model, while others understand it as a user pool.

In fact, if you really want to define a "private domain traffic pool", its essence is not traffic, but the refined operation of users. Users in the private domain traffic pool can be reused and can arrive for free. These users are deposited on WeChat official account, WeChat group, WeChat personal number, merchant CRM system and other platforms, which we call private domain traffic pool.

Compared with public domain traffic such as shopping malls and Taobao, the conversion and repurchase rate of private domain traffic are easier to control, so the voice of private domain is getting higher and higher.

However, the concept of private domain traffic itself is easily misunderstood, so it has been limited to controversy and doubt. Later, I hope that through this text, we can really understand what private domain traffic is and how to establish our own private domain traffic pool.

Second, how to define the private domain traffic pool?

Broadly speaking, private domain traffic refers to the discretionary traffic owned by enterprises or individuals, and its core is the real user relationship.

Private domain traffic pool first means that the customers in the traffic pool belong to themselves and do not belong to the public domain platform. The customers here are all "live" customers, because only "live" customers can have their value.

For example, most enterprises or shops have their own CRM system, and they use the convenience of the system to integrate all customer information together, thus establishing their own "private domain customer pool".

Therefore, the private domain traffic pool is firstly a customer pool belonging to the enterprise, and secondly, the customers in the traffic pool also need to meet the following three core elements:

(1) Real-time online. (2) Real-time arrival. (3) it can be converted into a transaction. Only a traffic pool that meets the above three conditions can be called a "live" traffic pool.

Second, how to establish a private domain traffic pool?

The first step to establish a private domain traffic pool is to introduce traffic into the private domain traffic pool, find a group with a high concentration of potential users, and make them their intended customers. How do merchants get traffic?

1, social traffic acquisition

Social traffic is to obtain traffic through personal and social relationships, including community operation, shopping guide, community group purchase, team battle, WeChat friends, circle of friends and so on. Among them, community operation is connected with users through communities; Shopping guides can connect users after leaving the store through social interaction, thus improving the conversion of passenger flow; Community group buying and group fighting bring new customers and orders to the brand through interest incentives and social communication.

2. Refined operation of the community to revitalize fans.

Merchants can build a community by gathering accurate customers, gather highly active Zhongcheng Gao fans, and conduct refined operations through the community. In daily life, they can enhance customer stickiness through high-quality content such as event information, coupon sharing and group interaction, so that customers can continue to buy products or value-added services, generate liquidity, and spread word of mouth on this basis.

3. Group social sharing to stimulate drainage

Group activities require seed users to invite a specified number of friends to buy together in order to enjoy discounts or benefits. Merchants use the price difference of the group to stimulate users to buy and fight for the group, which will bring new traffic to the merchants. For example, group activities are set up in the background of APP+ applet management on holidays, which attracts powder for the official WeChat account and brings users to the applet.

4. Combine the dual-engine private domain traffic pool.

Push Martech system based on enterprise WeChat, build a private domain traffic pool for ToB/ Big C enterprises, solve the problem of enterprise customer acquisition conversion, and keep enterprise lifelong customer assets.

Function 1: Omni-channel smart code

Omni-channel customer leads, one yard into the pool, no loss of use, automatic acquisition, tracking feedback, locking every customer lead, the number of lead sources is clear at a glance, which is convenient for enterprises to continuously optimize their delivery and channel strategies.

Function 2: AI sells materials on the intermediate platform.

AI assistants respond quickly, and intelligent materials can arrive quickly to prevent the loss of effective clues in the undertaking stage. You can set up automatically pushed content materials and welcome words, which will be professional, timely and efficient when they arrive at the first time.

Function 3: Customer Identification Radar

Function 4: Silent prompt to activate the system

Customize different activation strategies according to the customer's silent period, and push different contents every day during the customer's silent period 1 day, 7 days and 15 days, and customize the configuration in multiple dimensions to meet the advanced needs of enterprises to activate silent customers; Make push rules, the system will automatically remind all staff to implement the rules, and send messages to reach customers effectively; Present activation data in real time, dynamically evaluate activation strategy, prevent false silence loss of clues, operate SOP in friends circle, increase exposure and reach silent customers.

Function 5: Fission tracking system

Visualize the scope and links of fission, find the best fission person and give incentives, and continuously obtain fission customer clues to prevent the loss of every fission clue.

Function 6: Private Domain Traffic Pool Management Kanban

Jiatui is a digital marketing technology provider. Since the first day of its establishment, Jiatui has been committed to accelerating enterprise promotion and obtaining customers. Jiatui independently developed more than 1 100 promotion components such as smart business cards, online shopping malls, smart briefcases, smart materials, smart folders and private domain traffic pools. Thousands of enterprises have successfully built a promotion platform through additional promotion, so that the marketing team and the sales team can promote it efficiently together.

Over the past four years, Jiatui has focused on high-end retail, science and technology, medical care, education, real estate, automobiles, home furnishing and other industries, serving more than 30,000 customers such as Tencent, BMW, JD.COM, Aier Ophthalmology and China Merchants Securities.

In fact, the most suitable private domain traffic for To B is the community. As long as the community is well done, serving the rest of the terminal is no longer a problem. Through the community to lead everyone to play together, you can refer to Alibaba, Taobao and Tmall to empower enterprises.

There is no single mention of the 2B industry, so today, Benny from Wing Classroom will share some information about the private domain traffic operation of the 2B industry.

First, the nature of private domain traffic operation. Villagers have different understandings of private domain traffic operation. Benny thinks that the most important feature of private domain traffic operation is to change the spatial relationship and interaction between us and our customers, and all other operation behaviors have not changed in essence.

So how to understand the change of spatial relationship and interactive relationship?

I think it is more appropriate to find this word.

1. Spatial relationship change

In the past, it was difficult for us to contact a customer because we didn't know where the user was and what he was doing. We can't find every customer and communicate with them at the same time.

However, by adding users to WeChat, our contact with users is not limited by space, and we can also keep in touch with multiple customers.

2. Interactive change

In addition to making a phone call, the traditional customer's return visit path is only to visit in person, but a customer may contact you three or four times a year. More importantly, for many traditional businesses, they are still waiting for customers to come to the door. Some businesses even want some customers to stay at home for a year or two.

Second, the three characteristics of the To B business Why can the 2B industry operate by private domain traffic? We must first understand some characteristics of 2B industry.

1. Decision-oriented business

In 2C industry, users have many daily choices, and the unit price of goods/services is relatively low. For users, taking a car and buying a cake costs more than ten yuan, and emotional decision-making factors account for a high proportion when encountering some special activities.

In the 2B industry, there are few choices and high prices, so it takes a long time for customers to understand when making decisions.

2. Long-term business

2B industry is an industry that relies heavily on old customers. Some customer service cycles range from one to two years to three to five years. Even became a designated brand and service provider of a company. But in the field of 2C, users have many choices, such as clothes, and users have several favorite brands.

3. Emphasize the importance of ready service

2B Commercially selling products is not the end of a single business, but only the beginning. This will involve proposal, system installation, use training, iterative optimization and after-sales service. Most 2C businesses, from the moment they receive the goods, mean that the service of an order has ended.

Third, why is the To B service suitable for private domain traffic? We just introduced the characteristics of private domain traffic operation and 2B service. I believe you have understood, so why is private domain traffic operation suitable for 2B business operation?

1. Convenient service

As long as both parties have added WeChat and established a special service WeChat group, then you can provide services to customers at any time. Compared with business people calling around to recruit people, making long-distance visits, and customers replying to these situations on Want Want, the communication in WeChat is more open and efficient.

Full display

In WeChat, customers can learn about the latest policies, new products and other related trends of the company through their bosses and sales circle of friends. However, according to the logic of traditional store and offline sales, as long as the user does not take the initiative to go to the store and the sales do not take the initiative to return the goods, the user knows nothing about all the trends of the enterprise.

3. Full interaction

Fourth, how to do private domain operation for To B business? In this case, what should I do if I want to do 2B business through private domain traffic operation? Or, what should we pay attention to?

1. Add users to WeChat first.

This is the first step of private domain traffic operation, which has two aspects:

1) Introduction of old customers

No matter whether the previous customer placed the order in the sales hands or through the store consultation, they must get it back.

2) Don't let go of a new customer.

Every new customer who consults through official WeChat accounts, short videos and stores must find ways to guide these customers to stay on WeChat.

2. Grasp the situation of each user.

As I said before, we should learn to manage our customers in a tagged way. In the management of 2B customers, it is necessary to accurately describe the basic situation of each customer. Because of 2B's business, customers' demand for personalized service is more obvious.

3. Provide exclusive services for each customer.

Whenever a customer consults or signs a contract, it is necessary to immediately establish a special business docking group for the customer, including the designated operation, after-sales and technical related personnel in the group, so that the customer can fully feel that he is being served and valued.

4. Make full marketing through the circle of friends.

Wechat circle of friends is not only a business card, but also the official website and community of 2B customers.

On the one hand, customers can learn about the company's operation, product trends and sales policies by looking at your circle of friends. Therefore, the content of the circle of friends must be vivid, affectionate and beautiful, and the most important thing is to show the strength of the enterprise.

But the strength of the program is skillful, not a screenshot, but a living case to impress users.

5. Do a good job in customer return visit management on a regular basis.

It's simple to pay a return visit to users in WeChat, but you should also pay attention to skills. The return visit is not to complete a certain number of indicators, but to think clearly, what is the goal of this return visit?

I think the general return visit can share four categories:

1) demand return visit

No matter whether users buy your products or not, you can conduct demand research on users, so as to better improve products.

2) Use a return visit

If you have become your customer, collect customers' opinions on a regular basis through the interpretation of users' usage data or some problems found by users themselves in the use process, and provide customers with case reference and solutions.

3) Policy return visit

What preferential policies has the platform recently introduced for product sales, and what are the benefits for customers?

4) Return visit activities

Recently planned product training, dry goods operation and other activities, some VIP private parties can invite some KA customers separately and fully inform them. The above are some basic operations of private domain traffic operation in the field of 2B, the core of which is the service of 2B customers, which takes a long time to transform.

It is most important for users to trust you through the operation of personal number and circle of friends. In addition, it should be emphasized that the operation of any WeChat personal account cannot be regarded as customer service or machine answering questions.

It has its own obvious personal design, but the more high-volume and long-term business, the best personal design of WeChat is not an expert, not a manager, but a boss.

Man-machine combination, efficient service, so that private domain customers are responsive.

In a rapidly changing market, slow service may lose customers. Even in private traffic positions, if customers' questions are not answered or handled in time, customers will soon fall asleep or leave, let alone pay for consumption. Therefore, efficient and fast feedback to customers is the basic requirement.

However, if the private domain operation depends entirely on human services, the response speed and processing efficiency will be limited. Some people may say: I can find more people. Doesn't it cost money to hire people? Can I do 7X24 service manually? Xunniao WeChat Call Center is equipped with an intelligent robot system, which responds to customers' needs around the clock through robot intelligent reply, and enhances the sense of experience while ensuring timeliness through man-machine combination, so that private domain customers can be responsive and will not leave when they come.

Proactive Care+Precision Marketing to Stimulate the Potential Value of Customers

Will the customer's demand increase after the transaction is concluded? Is it necessary to change and upgrade regularly? Many times, if the enterprise does not remind, the customer will not think of it, or if you do not remind, other enterprises remind, then the customer will become someone else's customer, so it is very important to take the initiative.

Xunniao WeChat Call Center can label customers with different labels according to their needs and characteristics, divide customer groups, adopt the mode of active care and regular marketing, continuously interact with customers in batches, and continuously deliver preferential activities, product upgrades, interesting popular science and other information to customers through telephone, SMS, email and corporate WeChat. , thus awakening their consumption potential. Moreover, all processes can be realized by robots, with low cost, high efficiency and easy operation of old customers.

The biggest advantage of private domain traffic for enterprises is that it can be more "private" and "active". How to give full play to this advantage depends on whether the operating tools are strong enough. Xunniao WeChat Call Center integrates intelligent technology into private domain traffic operation, and combines intelligent routing, customer itinerary management and customer portrait management to bring instant satisfaction and super intimate personalized experience to customers.

More and more organizations choose enterprise WeChat as a tool for private domain traffic operation. The interoperability between enterprise WeChat and personal WeChat has become an opportunity for educational institutions to seize accurate traffic and reduce the cost of obtaining customers. So, how do teaching and training institutions play "private domain traffic"? I summed up a set of practical programs for building a private domain traffic system from 0- 1, hoping to help operators get twice the result with half the effort in private domain traffic operation:

1. Flow accumulation: fission precipitation flow drainage, and comprehensively build a flow pool.

Build a private domain traffic pool from 0 to 1, define the target users of the organization, use fission tools to achieve user drainage more quickly, set attractive prizes, and play fission games, which can not only achieve exponential growth of traffic, but also enhance user participation, while achieving dual indicators of innovation and retention.

When educational institutions choose the drainage fission tools, they can proceed from the convenience of the tools. Enterprise WeChat can operate private domain traffic, assisted by the live code function and the marketing functions of third-party SCRM tools, such as group treasure, group fission, patchwork and ladder bargaining, which can help educational institutions achieve rapid drainage.

2. Community operation: improve user activity and transform users efficiently.

With regard to community operation, teaching and training institutions should set up sop for community operation at the beginning of building a private domain traffic system, such as what classification each community should follow in order to divert customers into the group in an orderly and purposeful manner, how to set the welcome language for joining the group, and the content of community operation should be set differently according to the user's life cycle to prevent the loss of users.

In community operation, we can use enterprise WeChat+third-party enterprise micro-SCRM tools to make the operation highly automated. Enterprise WeChat can uniformly set and distribute the task of operating content reach, and efficient mass sending can avoid a lot of tedious manual operations. Third-party enterprise micro-SCRM can effectively track content data, comprehensively monitor content reach, conversion and other data, so that operators can adjust their operational strategies in real time.

Educational institutions urgently need to establish their own private domain traffic system. Chain Card Enterprise Micro-SCRM is an omni-channel enterprise micro-private domain SCRM system, which helps enterprises to build a comprehensive private domain traffic system from the aspects of attracting customers, marketing transformation and multi-dimensional intelligent customer management, so that teaching and training institutions can achieve profit growth.

howdy

Both B-side and C-side enterprises are actually thinking about private domain traffic retention.

General B-end enterprises, such as export enterprises, may be more aware of Alibaba, Made in China, global sources and other platforms. , but every day after the platform and other inquiries, all operations are obtained in the station. Without the platform, there will be no other customer resources, which is actually a big shortcoming.

No matter domestic trade or foreign trade, you should have your own website in official website or a small language to market for different customer groups. At the same time, you should operate sns, accumulate sns fans, introduce traffic to independent stations and export B2B platform traffic to independent stations.

Activate regular EDM drainage for old customers or potential customers, analyze customer groups, make customer portraits, and set up email groups when pushing CTA emails for different customer groups. The future marketing must be a social world, which will continue to push your favorite content for potential customers, so that it can be retained and revitalized.

In addition to revitalizing old customers and zombie customers, you can choose advertising media, which can be drained to your own community or website. Maintain websites and communities regularly, know the expectations of customer groups regularly, and make corresponding content output. This has gradually become a brand effect, and the private sector has gradually accumulated.

By the way, you can also go to some free blogs, forums, yellow pages and bookmarks to publish some of your own company's content and do a good job of brand penetration.