Private domain marketing should do these six links well, so that you won't overturn!

With the disappearance of the era of traffic bonus, businesses and enterprises gradually realize the importance of private domain, and most enterprises begin to turn to private domain, but it is not easy to do it well. So what should be done to do it well? The following are six important links to do private domain, I hope it will help you! I. Drainage mode (1) Main drainage modes At present, the mainstream ways for most companies to drain fans to WeChat are: ① parcel card ② manual phone ③ short message ④AI voice ⑥ WeChat official account ⑥ APP article ⑥ Tik Tok or Aauto faster account guide ⑧ Store poster (2) What kind of drainage mode a merchant chooses depends on its business situation, product characteristics and target customer group attributes. Take an e-commerce health care product merchant as an example, their crowd is mainly middle-aged and elderly people, and they are not interested in drainage methods such as SMS and parcel cards. Although calling has extra labor costs compared with the first two methods, they can call according to their own product characteristics to achieve a relatively high powder absorption rate, thus controlling the cost of obtaining customers. (3) How to calculate the customer acquisition cost? Take the parcel card as an example. Suppose a merchant puts 1000 parcel cards a day, the cost of one card is 5 cents, and the number of people who add WeChat every day is 50, then your cost of getting powder is: 0.05* 1000/50= 1 yuan (note: there may be labor costs for putting cards in the warehouse of individual companies) (4 If it is too high, it will be. If it is too low, the powder absorption rate of vermicelli will decrease and the project progress will be slow. The drainage scheme determines the customer acquisition cost, maintenance cost and fan base of the project. Just like a running race, it can determine whether you can distance yourself from others. Second, how to choose the private domain of the product belongs to the place where the product is found. Before deciding to launch a product, first understand the following questions: What is the difference between this product and its peers? What is the selling point of my product? Does this product conform to the crowd portrait of consumers? Why do old customers choose this product? Do you have anything to upgrade if you use this product yourself? Products are the core competitiveness and the first step for users to truly create value for you. Products grow with users, and good businesses can even force their own supply chain through user feedback in the private domain, so that their brands can be upgraded twice. Third, interaction with users (1) The degree of interaction with users directly determines the trust, activity and retention rate of users, and plays a connecting role in the whole private domain project. (2) Interaction should follow the rules of WeChat ecology. Excessive marketing, excessive amplification of customer pain points to guide transactions, sending illegal content to guide transactions, boasting about product guidance transactions, etc. It may directly lead to the overall collapse, and many businesses can't afford to do private enterprises. (3) The rhythm of interaction is very important. According to your product repurchase cycle, characteristics, holiday activities and promotion activities, create opportunities for interaction, sort out user needs in the process of interaction, and create topics for the next interaction. Fourth, personal views on membership system. Membership system can directly affect the life cycle of users, and it is the exclusive service of brands to old customers. However, it is not an overnight process, but a process of step-by-step optimization and improvement by merchants according to data models, user needs and their own conditions. Individual businesses have completed the membership system before the data model has come out or been optimized, and the mismatch between the following services and user needs has slowed down the whole project. The membership system can be simpler in the early stage, focusing on some simple membership rights, but the service should satisfy customers. 5. Is it still so important to establish an IP persona in the private domain? Now merchants have changed the fan precipitation scene from WeChat to enterprise WeChat, and the characters on the video platform are more visible, credible and interesting, while the content in the circle of friends is too miscellaneous, which leads users to have higher and higher requirements for content quality. Therefore, whether or not to be a private person and what kind of person to be, the enterprise should consider according to its own situation. 6. Some suggestions on fission (1) Before the private domain system is stable enough, it is not recommended to do fission, because the portrait of users after fission is probably not so accurate, which leads to many uncertainties in operation. (2) Two logics of fission. One is LTV logic. Interest points guide old customers to attract new users, maintain deposits, guide transactions, and turn customers into their own old customers. And the logic of ROI. The main application scenario is to split and send welfare products and red envelopes. Welfare products should be sent together with the mall products photographed by new users (mainly used for big promotion activities, if there are high-value welfare products to meet the needs of users, it may have unexpected effects). (3) Before splitting up, consider whether the scale and system of your current private sector are mature enough to take a step closer. (4) Whether the value, service and brand influence you provide to users can drive users to help you spread. Finally, every link in the private domain should be rigorous. The mistake of one link may directly affect your private domain cost, customer retention and output, and even lead to the failure of the project, which is far from your private domain goal and phased goal. When doing private domain operation, enterprises can use private domain operation tools to help them operate more efficiently and finely. Echo scrm has practical private domain operation tools to solve the problems of difficult management and complicated operation of enterprises. Its functions include: live channel code, automatic labeling, personalized welcome, keyword reply, session archiving and other functions to help enterprises to operate finely. To be an essential artifact of private domain traffic, Echo scrm will help you achieve a better enterprise and get more dry goods for private domain operation. Please pay attention to @ 丫丫丫丫, or you can apply for free use of private domain operation tools ~