What is the private domain traffic

What is the private domain traffic? Now most individuals or enterprises have their own WeChat WeChat official account, which is the first step in the private domain operation of WeChat. After the private domain construction is completed, users' retention and activity are stable, which can promote growth or realization. What is the following shared private domain traffic? What is the private domain traffic 1

1. What is the private domain traffic?

To understand private domain traffic, we must first understand the concept of traffic pool. Traffic pool refers to a channel with huge traffic, such as Taobao, Baidu, Weibo, etc., which can continuously acquire new users as long as the budget is sufficient. It is called traffic pool.

Private domain traffic is relative to it, which means that we can directly contact the channels that reach users at any time and at any frequency without paying, such as self-media, user groups, micro-signals, etc.

second, why do you want to do private domain traffic?

Private domain traffic has the following advantages:

1. Traffic is more controllable

Suppose Baidu has 11 million users, but these 11 million users have nothing to do with us, and we can only count them as our own users if we import them into our own platform. Subsequent services or exchanges for users are possible.

2. High cost performance

We need to pay for exposure in the traffic pool, such as keyword bidding, and there is no way to get exposure without spending money.

and once users are imported from the traffic pool into private domain traffic, such as WeChat group, it's really my place, and I can play as I want. Of course, you can't let yourself go too far. If the user experience is not good, you will swim away from the private domain traffic pool in minutes.

3. It gives us the possibility of in-depth service to users

Take Tik Tok as an example, users like many short videos. When they are interested in one of them, they can choose to pay attention to the number owner, and they can always enjoy the video viewing service provided by the number owner after paying attention.

When more and more people pay attention to the number owner, this number owner becomes online celebrity, and his number also becomes a private domain traffic pool.

3. What are the carriers of private domain traffic?

the private domain traffic will be slightly different according to the company's different attributes and services. Let me take WeChat official account as an example to see: For me, what are the carriers of private domain traffic?

1. WeChat official account

WeChat official account is the first private traffic, and it keeps sharing a dry article on operation and promotion every week, which is published on many platforms.

On the platform, dozens or hundreds of articles are refreshed every day, and users forget them once they read them, without paying attention to who the author is. When we continue to publish dry goods articles next week, we are not sure who browsed the articles, and all the recommendations are in the hands of the platform. Operators who have experienced the current limit in Tik Tok should be deeply touched.

Therefore, many authors will write WeChat official account in their personal profiles or other places, telling everyone that if they want to learn more about dry goods, they can pay attention to me. When they pay attention to me, they can receive every article I publish. At this time, there are only two choices, either open it or pretend not to see it. Either way, it is better than the release on the platform.

2. QQ group and WeChat group

Many people don't use QQ anymore, which is wrong, although QQ is the world after 11. But in business communication, QQ is much better than WeChat', such as QQ group, you can get many customers if you play well.

when I was building and operating QQ group and wechat group, I decided to do it after careful consideration. When many people pay attention to my WeChat official account because my articles are dry and insightful, which is helpful to the improvement of others' ability, they are very happy. Looking at WeChat official account's backstage users, the number is increasing every day, which also increases my confidence in updating articles every week, but I dare not stop.

However, during the maintenance of WeChat official account, I always feel that something is missing. I can also see my articles in the background. However, when I want to communicate with them, I find that there is no such connection, and there seems to be a transparent wall in the middle. We can see each other, but we can't connect.

this is not so good. Just like when I was operating a game, I had to notify the user of a BUG in the game. Because of the QQ group, when the game can't be opened normally, I can also notify the user quickly, so as not to leave the user in a confused state.

Based on this, I added the QQ group number to WeChat official account's first attention automatic reply, and users who want to communicate can add it to the QQ group. At present, there are two QQ groups with thousands of people. Everyone exchanges operational knowledge together. If I have any questions, I will throw them into the group and have face-to-face communication with them, which is closer than the connection in WeChat official account.

to take a step back, no matter how WeChat official account is revised and the presentation is adjusted, it will not affect the users of QQ group and WeChat group, which is the advantage of private domain traffic pool.

3. compared with private domain traffic, personal wechat

has a more advanced concept, so you can understand it first-KOC, and you won't write the full English name, but you can't understand it anyway.

This is for KOL, who is the opinion leader and KOC is the personal service housekeeper (my own understanding). KOC's performance is personal WeChat. Most people are wrong about the operation of micro-signals, especially in the circle of friends, and the final result is blocked.

KOC's gameplay is different. It is to send a circle of friends from the user's point of view, see what the user's needs are, and send corresponding content.

imagine: a micro-signal with 5,111 friends and a WeChat official account with 5,111 followers, which private traffic pool is more valuable?

naturally, it's a micro-signal. Even if others block the circle of friends, you can still chat privately. Peer-to-peer private chat is more effective than mass texting and telephone sales, but you should pay attention to the copy, not hard and wide, otherwise it will be blacked out.

4. Private domain traffic pool carrier of enterprises

Different from individuals, enterprises have larger volume and capital, and private domain traffic of enterprises can make one more APP than individuals.

Some people who have millions of users in WeChat official account will develop apps. For them, their WeChat official account is a private domain traffic pool. However, the self-developed APP is a super-private domain traffic pool. Only by importing users into the APP can we really complete the closed loop of washing users.

fourth, how to play with private domain traffic?

knowing the traffic pool and the carrier of private domain traffic, there are only two questions: how to import users from the traffic pool to private domain traffic? And how to maintain private domain traffic?

how to import users from traffic pool to private domain traffic?

The most common thing is profit induction, which is more common in companies where people are stupid and have more money. They pay attention to WeChat official account's receiving red envelopes, downloading apps to send cash and so on. After the traffic pool is exposed, when users see that the traffic entering the private domain is beneficial, it will generally form a conversion. Although the data is beautiful, the quality of this kind of users is very poor.

another way is to make high-quality content, and transform users by the content itself.

This is my current method, producing more valuable, informative and helpful dry goods. When others find that what you have done is helpful to them, they will take the initiative to come. This is the real long-term play. It is not uncommon for a company to grow up quickly with subsidies and eventually close down, such as that bicycle.

how to maintain private domain traffic?

users are pulled into the private domain traffic pool, which does not mean that the work is over, on the contrary, it is a new beginning. Before, everyone's focus was on innovating and washing users. Now it's time to change our concepts and improve our ability to maintain users.

Maintaining users depends on your heart, and you should put yourself in the user's shoes. It's easier said than done. In fact, this is the most difficult. I always feel that the moral character of empathy is innate and can't be learned.

Many of the copywriting and articles written by WeChat official account that we send to the user groups every day are self-satisfied, and users who think they like them will also like them. In fact, we can see that these contents are not attractive through the sporadic speeches of the user groups.

treat users as friends, and make content like Amway products of friends. For example, what would you say if you recommended a delicious noodle restaurant to your friends? Remember this feeling and say the same to users, and the effect is mostly good. What is private domain traffic? 2

Important playing methods in private domain include the following:

First, create IP personnel and operate content. Under such fierce competition, how can the brand let users who trade in the public sector choose to establish contact with you and maintain long-term trust? This is an emotion that IP and content can incite.

the second is the expansion and division of customer base. When introducing traffic on the e-commerce platform through delivery, advertising bidding, etc., how to obtain additional new customer groups in other channels or WeChat ecosystem.

You can do fission activities, cooperate with different industries, go to vertical applications, websites, or use brand fans instead. For example, for beauty brands and maternal and infant brands, some applications and websites have many accurate female users or BMW users, which can be replaced with each other.

in addition, getting accurate users through real-time video numbers is also a major trend. There is a lot of public traffic in live broadcasts and short videos. Obtaining traffic through content, first, the cost is very low, second, the user's loyalty and recognition of the brand will be higher, and third, the realization will be more direct and faster.

there is no way to do a good job of private domain traffic. For large enterprises, they can learn and invite big coffee through various systems to plan and operate; However, for some small and medium-sized enterprises, they can run their own private domain traffic pool by learning how to play some successful private domain traffic cases without paying high costs.

Successful case

Rising Coffee: Subsidizing consumers with advertising fees

Rising's success can be said to be a good use of traffic and a private operation.

from the cost point of view, the effect of subsidizing advertising expenses to consumers is more significant than publishing advertisements for 15 seconds on major portals. It also won the hearts of the people.

Brief introduction of the fission method and promotion method of Rising Coffee:

The first order is free: download the luckin coffee application, and you can get a drink for free.

send TA coffee: friends download the application through the * * * enjoy link and get free drinks.

Discount every Friday: Pay attention to the official WeChat and give away 51% discount coupons every week by using IP Implant.

light food storm: enjoy 51% discount on all light food.

Coffee wallet: When you buy a drink voucher, you will get one for two people, five for five people, one for two people and five for five people during the Double Eleven period.

coupon delivery when placing an order: you can get one of 21 coupons when purchasing any product. The discount is lucky, and the rest can be shared by your friends.

Rising Coffee takes the form of coupons, with rich benefits and strong welfare policies (21 people can get it after each purchase and sharing, and old users can enjoy 1.8% to 6.8%, and new users can get a free cup by downloading the application by entering their mobile phone number, thus stimulating new users). Old users can also get a free cup after new users place orders through their own links, which greatly improves the enjoyment rate of * * *, and even users will.

It can be said that placing orders and sending coupons can not only improve the sharing frequency and customer level, but also further stimulate consumption and improve the retention rate.

private domain traffic is the traffic that an enterprise can control and utilize. It really belongs to its own assets. Tiktok can be used for official accounts, personal micro-signals, jitter, QQ groups, small programs and so on.

In short, today's enterprises must establish a private domain traffic pool, which will be the most valuable thing

So, what is the value of private domain traffic to enterprises? Directly reduce marketing costs

In the past, enterprises did not "connect" with users when they bought. For example, a store or Taobao. After the buyer buys, the whole transaction process is completed. She is not the merchant's own customer. She can only be called an old customer who comes to my store to buy things.

if the seller wants to contact her again, it is difficult to contact her actively. However, if every customer can settle accounts on a unified platform of a merchant, such as WeChat group and live broadcast room, the situation will be different.

In order to retain old customers, besides making good products, enterprises should always arouse the memory of teaching assistants.

The competition is very fierce now, and the new customer of your opponent is likely to be your old customer yesterday. Only rely on products to contact customers, which only stays at the level of sales relationship.

customers may leave when competing products introduce products with lower prices and higher quality. Therefore, we must establish emotional interaction with customers.

once customers buy my products, they usually participate in activities and occasionally interact in our VIP customer base, self-media platform, live broadcast room, etc. This is not just a product sales connection.