Dismantling the underlying logic of private domain marketing with "ten thousand words"

Everyone has a different view of private domain traffic pools. Some people understand it as a new way of traffic, 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, enterprise micro number and other platforms, which we call private domain traffic pool. If you are the person in charge of a company's private domain, the boss gives you the goal of building a 300,000 private domain traffic user pool this year, and the private domain should bring 500W GMV by the end of the year. What will you do to complete the boss's KPI? Let's take a look at the formula suitable for private domain: private domain GMV= flow * conversion rate * customer unit price * fission rate *LTV (user life cycle value) In private domain, we should pay more attention to the temperature link with users and improve continuous repurchase. Pay more attention to CLV, the refined operation of a single user's whole life cycle. Therefore, if I am the person in charge of a private domain, my thinking is as follows: first, make clear the positioning of the private domain, that is, why do users come to the private domain? Secondly, make clear why users want to stay, and finally consider the drainage channels, carriers, private domain construction, user operation and other contents. First, building a private domain model, first positioning Before building a private domain user model, we must think clearly about one question: What is the purpose of operating private domain users? What is the relationship with the company's short-term goals and medium-and long-term goals? Only by thinking clearly about this problem will we not deviate from the direction in the early stage of operation and pay too much attention to false data. In addition, the centripetal force and goal of the organization can be unified. When positioning private domain, many companies often position private domain as a channel of transformation, paying too much attention to short-term trading indicators and ignoring the long-term value of users. After a period of time, the transformation effect decreased. The internal operation of the company began to deform, and the conversion rate was lifeless. Start using it to increase the frequency of arrival, increase the frequency of advertising push, and even make crazy phone calls and crazy sales. This positioning method only meets the purchase needs of users. Simply put, it is a one-time purchase and delivery behavior. Finally, the private domain user pool is like a chicken rib, which is tasteless to eat and a pity to abandon. Let me give you a simple example. How do chain brands selling glasses locate their private domain? Simply buying glasses is not reliable, and it is a one-time transaction. Users buy them and leave. We might as well consider changing from optician optometry to eyesight expert, teaching customers to protect their eyesight and know the risks. Provide users with unique value, so that users can stay after entering the private domain user pool, generate more interactive behaviors, and establish social relationships and trust relationships. Social relationships are more conducive to the spread of goods, and social trust relationships can stimulate users' purchasing needs and help users make purchasing decisions quickly. Looking back at this positioning, we stimulate users to generate demand through the social relationship built by the private domain user pool (what to buy? ) to help users decide to buy (why choose us? ), sharing and communication after purchase (social communication), and continuous operation to enhance repurchase, forming a closed loop. It can be summarized in one sentence: high-quality content+interaction with temperature. Second, find the carrier that carries users. The carriers commonly used in the WeChat ecosystem are: WeChat official account, video number, corporate micro-signal, personal micro-signal, community, applet and so on. These bearing modes can be freely combined, and it is suggested that the more flow pools are carried, the better, so that we can precipitate through multiple channels in the later stage. Third, find ways and channels of powder suction and drainage. We need to think about it. Where are our users? And how can we attract this part of users? I sum up in one sentence: public domain grabs users+platform guides users+private domain fission users. In the process of drainage, it is necessary to find the user-set the channel-set the hook-set the text. Generally speaking, simple, direct and profiteering hooks have the best drainage effect, so we need to think: what kind of hooks can be set to solve the most direct needs of users? What is the guiding language of each step of the drainage path? How can the content I want to express quickly attract users? 1. The public domain captures users' seo/SEM information flow delivery channels, including some vertical tool community platforms or content platforms such as Tik Tok information flow, Baidu information flow and WeChat Guangdiantong. For example, the treasure mom crowd will be on the hot mom gang, baby tree and other vertical maternal and child platforms. You can cooperate with those KOL (key opinion leaders) and KOC (key opinion consumers) to drain their fans. Brands should be settled according to CPS and CPA. (CPS settlement refers to successfully letting a customer consume an effective advertisement; CPA refers to bringing new users to the website for registration and activation, even if it is an effective advertisement. ) public fans of various platforms, such as Taobao Tmall's store fans, Weibo, Tik Tok, Xiaohongshu, and Bili Bili fans. 2. Platform guides users For e-commerce, we have accumulated some accurate old users on Taobao, JD.COM, Pinduoduo and some e-commerce platforms. We can drain them through package cards, AI outbound calls+SMS, and actively adding micro-signals. (1) First, determine the form of the package card. In fact, users are now immune to the big red card of "add my 2 yuan red envelope or add my praise to cash back my 5 yuan red envelope". So here are some solutions for your reference: change the style of the package card. Set it as a star film with a certain meaning, a bookmark with a certain function, a brand card pendant with a certain decorative function, and a commemorative folding paper wind chime. First of all, we should change it from the style. You can use setup hooks, physical hooks, or virtual hooks. Free gift of red envelope membership rights (2)AI telephone+SMS drainage, but the addition rate of SMS drainage is the lowest. The main reason is that SMS plus friends need to switch scenes. Generally, there are two ways: through the external chain setting of live code, you need to configure the aggregate live code to convert the link into a short chain through short chain conversion, and then embed it in the short message. The path that the user opens through SMS: directly click the external link to open it in the browser that comes with the mobile phone, and take a screenshot of your QR code to open the scan code in WeChat; Guide users to copy the link to WeChat and open it. The key to SMS drainage: whether the first few lines can attract users' desire to open a little bit. Set SMS hook: sample collection, lottery and coupon sending. The content of the short message must be packaged, and you can refer to a lot of copywriting here. 3. Private domain fission users The common fission games on the market now include playing together, punching cards, boosting, lottery, red envelopes, collecting blessings, and free fission in 0 yuan. Some friends may say: team battles have no effect, punching cards has no effect, helping has no effect, and lottery has no effect. Users are really familiar with these games, and even have immunity, and the effect is greatly reduced. I have a different view on this. My point is that these fission games are still an effective means to acquire users at low cost. From the perspective of input-output ratio, it is still a very suitable method to acquire users. From the aspects of activity design, welfare setting, speech rules and process design. Let users perceive the value point, instead of stiffly pulling people to complete the task. Fourth, the user down payment Most users do not have the habit of spending in the private domain. At present, the main path of users' purchase behavior is: accepting product information-generating purchase demand-making purchase decision-placing an order for payment. In terms of private domain traffic, it is how to operate as a heavy customer, tap the value of a single customer, and establish an online trading model of customer trust. In this process, how to break through trust and establish relationships is a breakthrough for every project trader as a private domain. 1. Apply the preferential activities of the platform to promote new users to complete the first order experience. We can let users fully experience the purchase path of our private domain and let users experience the Aha moment of product purchase. And how do we incite users to complete the first order of private domain is mainly based on personal design of private domain. From the moment we add users, we need to let users know that we are real people. We need to let users know what we do, what value we can bring to him and what problems we can solve. This is also a problem that private vendors must solve. How can we let users establish a relationship with us in the shortest time and achieve trust? Next, the method of making a platform is applied, including 9.9 yuan postage, 1 yuan purchase, time-limited spike, issuing new coupons, three-person team battle, buy one get one free and so on. , and let them only complete the first single experience for new users, and try to complete it within three days or less. 2. Do flash group, live broadcast and friends circle activities. You can also complete the first order as soon as possible by doing flash group, live broadcast and friends circle activities. Here, traders need to have a complete set of new talent transformation strategies. In the trading scenario, try to use applet mall or H5 mall for the first conversion. Now WeChat also has its own shopping mall, allowing users to complete the first experience of WeChat shopping. One thing to note is that the first order of private domain must have a sense of privilege and differentiation. Simply put, it is to let users buy goods or rights that I can't buy in the platform store. In this way, it is meaningful and valuable for users to add to our private domain. After the first conversion, you will also get the basic information data of this user, and then you can do some customized services and push. Traders need to see whether the activity mechanism and gameplay you set for the first order of newcomers can really attract users to complete the first order. We need to check the new user order rate and subsidy cost accounting. What we need to do is to transform the effect of controlling the first order of newcomers into continuous optimization and adjustment. What are the strategies and means of persistent transformation in private domain? 5. As for the establishment, maintenance and repurchase of user relationship, at the beginning of the article, we said that the formula suitable for private domain is: flow * conversion rate * customer unit price * fission rate *LTV (user life cycle value). In the private domain, it pays more attention to the link with users with temperature and promotes continuous repurchase. And it is necessary to plant grass with content and continue to produce content in large quantities. When it comes to content, many people think of articles for the first time. Equating content directly with text limits the value of content. The form of content includes not only text, but also video, audio, pictures, H5, live broadcast and so on. The content form to be produced needs to choose the appropriate content expression combination form according to the acceptance degree of the target user group. In addition to content planting, we also need to establish a membership system or a user growth system, which we will talk about in a separate chapter. 6. Fission and referral of private domain leaders need to do fission based on incremental users and fission based on stock users. Doing fission is actually very simple. Make a scene and think about the user's participation motivation and sharing motivation. Based on the fission of seed users, the methods I can think of are group fission, individual fission and official account fission of WeChat. 1. Fission preparation Think clearly about the fission path and hook of each step, so that the fission idea can be smooth enough, the user participation is high, and the K factor and fission rate can be high enough. This trader must think carefully before doing activities. What activity theme, text, poster and copywriting are slightly more difficult than promotion activities, depending on the way and mechanism you do it. 2. Fission learning I usually read more case sets and participate in some fission activities. Personally, I am constantly learning the methodology of fission activities. 3. Fission details When doing fission activities, we should pay special attention to some details, such as the whole process, poster production, text promotion, fission data, etc., and make timely adjustments according to the data. Seven. Perfect data system and tool support Through the previous stages of construction, we can build a framework from the surface of the private domain, but this is only the surface. For example, we have shaped the "shape" of private domain traffic, and we also need to give the "god" of private domain traffic pool. Good operation students can learn "similarity" through case disassembly and imitation, and ultimately the important thing is actually under the "iceberg", that is, digital construction. When building and operating private domain traffic pools, we will use many tools, including fission tools, official applets, official WeChat accounts, and third-party enterprise WeChat tools. The difficulty here is to get through the data, which will cause data loss, data fracture and data mismatch in the actual operation process. If so, we will lack the support of data in actual operation, just like a blind man touching an elephant, he can only see the part but not the whole. The multi-platform data involved in the private domain user pool has the following platforms: WeChat Ecology: WeChat official account, applet, enterprise WeChat, H5; Own platforms: APP, web, H5; Public domain platforms: Little Red Book, Meituan Review, WeChat official account, video number, Tik Tok, Aauto Quicker, Weibo, Zhihu, JD.COM, Taobao, Pinduoduo and other internal systems: ERP, CRM, membership system, order system 1. It is necessary to open and establish a multi-platform user ID system, which requires us to develop a unified user ID account system, and unify the WeChat ecological user accounts such as openID, unionID, self-owned platform registration ID, anonymous ID, cookieID, business system member account ID and public platform user ID with a unique user ID system. No matter which channel the user comes from, he can be identified by a unified user ID, and clearly know who the user is. This will be of great benefit to the construction of CRM system and user operation management. 2. Establishing a unique user ID account system requires comprehensive data collection and accurate analysis. After the opening of the multi-platform user ID system, the question of who the user is has been solved. Next, we need to know what users have done in the private domain user pool, including users' browsing data and purchasing data. To know what users have done, it is necessary to collect data comprehensively and analyze the data accurately. In the actual operation process, many times the business ran for a period of time, and then turned back to put forward the data requirements and began to collect data to make up for the missing links. In collecting data, I recommend the combination of "no buried point" and "code buried point". The "no buried point" method collects page data and user behavior data of all users from the product dimension. The "code embedding point" method collects user's key behavior data and result data from the user dimension, as well as key operation path, transformation funnel model, fission funnel model and other data. This way of collecting data allows the collected data to run before the data demand, and can predict the data demand within the team. When data need to be analyzed, the data can be directly pulled from the database for analysis to ensure the comprehensiveness, continuity, effectiveness and correctness of the data. 3. User behavior data is associated with the result data for intelligent recommendation and precise marketing. As mentioned above, we do a lot of operations in the private user pool, such as user tagging, pushing a lot of grass planting content, pushing a lot of product information, setting up various fission processes, and guiding users to place orders for transformation. In this process, we collected a lot of user behavior data and result data. After associating the user's behavior data with the result data, we clearly know what kind of behavior a user has done and what results have been produced. With a clear user data link, we can intervene the user's behavior through operation strategy, game design and product design, thus achieving our goal. It can also analyze the attribution of user behavior data and result data, and constantly optimize the business data model. Make bold assumptions and carefully verify them at the business level, and drive business growth through data. According to these data analysis conclusions, users can be intelligently recommended and accurately marketed. 4. What we see here are data system tools and private domain user pool operation tools. It is estimated that everyone will understand at a glance, but in fact they can't get started. Here we need to build a data system according to the actual situation of the company. For most companies, the combination of data system standards is: internal development+third-party data system tools+multi-platform back-end data. Combined with my experience, the company's core data and user's sensitive data use the system developed by the company, and the user's behavior and other data use third-party data system tools. The official WeChat account, applet, APP, H5, enterprise WeChat, community and other data can be accessed through technology, which is enough to support the operational data analysis of the whole business. During the operation of private domain user pool, a large number of community operations are involved. When reaching users intelligently, AI robots need to reach them automatically. AI robots are generally developed by companies themselves. AI robot+third-party community operation tools are enough to meet the needs of intelligent users. Digitalization is a long-term process. How data drives business and how data improves efficiency requires the support of data system tools and other operational tools, and we also need to constantly explore in practical work. The process of digitalization is the process of reducing the internal transaction cost of the company. In the fifth section, we talked about the membership system and growth system of users. The establishment of these two systems requires the data support of the platform. Here I quote an example to illustrate how important the membership system and data-supported growth system are. 202 1, more than 80% of the praised maternal and infant businesses, including Abbott, Good Boy and babycare, have established their own membership system, and 45% of the maternal and infant businesses have refined their members in the form of paid members, with an average repurchase rate of 65%. The basic operating rules of private domain are "public domain speaks (user's mind), public domain turns to private domain, and private domain operates as a member". Managing 20% core users in the user pyramid is the key to private domain GMV, so it is also a very important strategy to build a system of content, service, price and authority differentiation and membership growth. There are two very important things to do a good job in membership strategy, one is the ability to build a membership system, and the other is based on the precise marketing ability of members. The membership system is designed according to user stratification and user journey, and the precise marketing of members is based on the precise automatic marketing ability of user data. Well,