How to build enterprise private domain ecology?

The main reason for the rise of private domain traffic is that it is more and more difficult to obtain traffic, the cost is higher and higher, and the cost of a single effective traffic is higher and higher. With the disappearance of traffic dividend, enterprises obviously feel the difficulty of growth. In the past, the growth was based on traffic harvesting. Just pulling people over, what the final effect is, and how users can carry out refined operations is not within the consideration of enterprises. But now it's different. After all, the cost of users is getting higher and higher, and the previous set of operating games does not apply to the current growth model.

So in 221, private domain traffic is on fire, and the refined operation mode of private domain traffic also emphasizes the connection between users, so as to increase the loyalty of fans and achieve innovation and sales; So how can enterprises build their own private domain traffic pool?

first, user scene

enterprises should establish contact from the perspective of serving users. Through scene construction, publicity at the front desk, service tracking, user rewards, etc., we will serve users with our heart around "digitalization of people".

Private domain management can provide a variety of scenarios through applets, such as: small program enterprise display, inviting new users to reward, bonus points, reservation service, shopping mall, member distribution and fission, etc. Through the combination of WeChat/applets and various marketing forms, different scenarios are established to attract users.

second, IP personalization

the premise of operating private domain traffic is to have human touch, also known as personalized IP. Before doing e-commerce, users were cold numbers. Private domain traffic operates "people". Users in private domain traffic, you have to manage them as your hardcore fans.

if you are building a personal IP, then these people are a group of readers and users who recognize you very much. If you build your own products, they are loyal users of your products.

because of their existence and the creation of your IP influence, the sales of products can be further introduced and further amplified. Because the users in private domain traffic are well maintained, they will be the spokespersons of personal IP and products, and they will involuntarily promote among their relatives and friends.

Third, behavioral tagging

User tagging must be based on its own business model, such as intelligently obtaining user attributes and behavior data and establishing user portraits through the radar function of the smart business card system with small programs.

user portrait production process:

1. Determine the use target. Find out which labels are useful and which are not. Sometimes too many labels affect the efficiency and accuracy of data analysis;

2. Pay attention to users immediately. Build a usage scenario and guide users to pay attention to it, and build your tag database;

3. Big data analysis. Set up tags for brush selection and analysis. When you accumulate certain data and experience, you can gain insight into some behaviors of users and predict the next trend, activity or loss.

4. Apply the label. Send SMS, WeChat, e-mail, applet messages, etc. according to the tag attributes, and push useful information to users more accurately.

5. optimize the regular resumption. After testing for a certain period of time, summarize the deficiencies, adjust and optimize.

use the most cost-effective method to get through the whole process, without being too rigid about the technical details and the perfection of the data model. Just run quickly in small steps and iterate quickly, and observe which links are not enough for optimization.

Fourth, content marketing

The core value of private domain traffic pool is that users can be digitized and use data to guide actions. That is, give employees more accurate action suggestions through data; Moreover, users' digitization can support enterprises to make more rational decisions and help enterprises build healthier ecological cooperation.

the content of this piece will need more professional tools to help. That is, the first party data, the second party data and the third party data of the enterprise need to be collected; It is also necessary to make a detailed analysis of customers and formulate some personalized marketing through the real data feedback from customers. For example, men's needs and women's needs, different age groups, customers' different hobbies, customers' purchase intentions and other data collection. Their needs and motivations are different. In order to achieve the optimal marketing effect, they should implement different marketing strategies. And every time their consumption data is precipitated, analyzed and utilized.

Fifth, word-of-mouth marketing

Word-of-mouth mechanism should be established, and users' self-organization and self-dissemination should form the production and distribution of users' real content. This form of self-organization and self-communication is called word-of-mouth fission.

The most common means are interactive communication among communities in the WeChat group and sharing among friends, as well as dry goods and grass planting through some professional channels. However, in order to bring word-of-mouth fission, we must first ensure the quality of products and meet the needs of customers, so the correlation between word-of-mouth and content is very strong.