Private domain traffic operation is one of the main ways to become the operation of major brands and enterprises in the past few years, especially in the past few years because of the epidemic boom, but the fundamental reason ah, we all know, because the cost of acquiring customer traffic is getting higher and higher. Not that getting new customers is not important, that's too important okay. But do a good job of private traffic, maintain a good stock of users may be worth more than you think, or these companies why cut the head also want to get a good private operation it! As long as you are engaged in the industry and the traffic has a relationship, there is a sentence must have heard, called "all the public domain traffic end is the private domain". WeChat's official definition of private domain is: a long-term and loyal customer relationship, rather than just a single transaction of advertising. The biggest advantage of the private domain is that by paying the cost of traffic acquisition once, you can reach the user unlimitedly and free of charge later, while not being limited by time and space. Social community with goods V Little Red Riding Hood, relying on WeChat group selling goods can sell several hundred million a year. Luxury car poison Lao Ji, 9 people sales team can sell more than a billion luxury cars a year. Rainbow enterprise WeChat users close to 35 million, these members half a year to contribute to sales accounted for 79%, online merchandising and digital services revenue GMV over 2.7 billion yuan. Watsons uses Enterprise WeChat to allow 20,000+ guides to connect with more than 3 million consumers. With its user base, on Women's Day, Watson's mini-program set a record of a single-day GMV of 10 million. Catering company Yun Hai Cuisine used WeChat to make a customer group, providing "chef guidance", personalized service and special offers; large department store chain Rainbow used WeChat to let 50,000 shoppers connect with 5 million customers nationwide. 2020 three squirrels further incubated the brand "deer blue blue", combining the product with parenting content, in a huge public domain. In 2020, Three Squirrels further incubated the brand "Little Deer Blue Blue", combining the product with childcare content, accurately locating potential customers in the huge public domain traffic pool, and constructing a private domain traffic pool. 2021 saw a cumulative growth of 240,000 members, with a cumulative revenue of more than $10 million. babycare utilized omni-channel traffic diversion to the private domain to build the private domain IP "White Peach Mom" persona, and carried out user refinement operations through the community, which has a fan base of more than 4 million, and an annual transaction volume of more than 100 million. The annual turnover of the private domain has exceeded one hundred million dollars. These are classic cases of using the private domain well. Private domain traffic operation is divided into four modules: private domain layout, private domain diversion, private domain realization, private domain team. -Private domain layout first, first prepare the product, as long as it meets the high repurchase, high single, high profitability, heavy service, niche brands / categories of any of the five points of the product, you can choose to do private domain traffic operations. Otherwise the cost of private domain operation is high, it is really not necessary. Secondly, the private domain is currently used most of the largest tool or WeChat group, or enterprise WeChat group, so you have to have a private domain IP, this IP is not independent of the product and brand and the existence of the exact product or brand is a kind of external communication image. This private IP you want to give him a persona, how old ah, male or female, old or young, what is the mantra, where to live, how to speak style, how the character, how to stress capacity, etc., through the understanding of their own products and customer base analysis, you can logically reason out how the IP can be with the private customers to go closer. But don't be too fine and clear, after all, too delicate persona will give people a very fake feeling, and easy to collapse. Determine a good persona, then play a good private domain "IP actor", because the next thing you have to focus on "how to play a good private domain IP and private domain traffic operation of this play! This is the part of the IP content. Then, the IP do content ah, and acting, we want to "act" what is not important, customers want to see what is most important! A success or failure is not important, long-term online "face" is important! Usually to say what, how to transform the conversation, how the conversation process, etc., this is one of the daily content. Content is the carrier of thoughts and emotions, continue to speak more customer interest, and use the content, in order to make the relationship between the IP myself and the customer from awareness to cognition to recognition to subscription. Then the identified IP and content layout to the various platforms, WeChat group ah, personal WeChat ah, enterprise WeChat ah, public ah, enterprise micro-group ah, small program ah, video ah, customer service ah and so on. The last is the gradual development of the process to do a set of perfect standard private domain process, this process is required to design, the most critical work is labeling. For customer information, customer status, consumption data, etc., should be tagged, to facilitate customer stratification and do refined marketing services. -Private domain diversion above the private domain layout is preparatory work, but it is really the most important part, can never be taken lightly ah, do a good job on the so-called "twice the result with half the effort"! When the preparatory work is done, the next step is to give their own private flow pool diversion. To attract flow should be prepared for a variety of "hooks", that is, channels and points of interest. The channel is good to say, jittery voice, e-commerce stores, physical stores, video number, public number, small program and so on are "hooks" channel, inside the background image, profile, jump link, avatar, private message auto-reply, comment area, fan groups, live room, parcel card, front desk card, and even the name, and so on can be used as a put! "Hooks" can be a good place to put them. Points of interest is the "hook" of the "bait", when a large number of traffic attention to the "hook" position, tell them to add XXX, you can get XXXX, or private message! 666, send you a copy of XXX, or XXX can not be sent to you, add my V to receive and so on. In short, refine a point of interest that is most likely to move customers, you can also place different points of interest on different platforms to improve the conversion rate of attraction. Finally, these customer traffic will be "hook" and "bait" to your private traffic pool. When this set of attraction mode through, your traffic pool customer base will increase day by day, the back will depend on how you through the private domain IP conversion of customer base repurchase and retention, that is, the private domain realization. -Private real estate when the set of customers, products / brands, private IP and private flow pool of these three, that is to open up the "people, goods and field", that can be private real estate. In fact, there is nothing to say about the private real estate, before we talked about the private IP conversion techniques and process design, in fact, is one of the means of realizing. In addition to the previously mentioned community group chat, you can also one-on-one private chat real estate, but more likely to break the ice deal. Also through the circle of friends, private domain live and other different ways to realize. In the process of private real estate real estate, the important thing is not only the "art", more important is the "way", after all, we are facing a group of living guests with a free mind to consume the conversion ah, so that the guests to order, trust, trustworthiness, respect for the brand, advocacy The brand is committed to the realization of the goal. Remember, good actors, are the color of the role. -Private domain team to do private domain can not be separated from two kinds of assets, one is the account assets, the second is the team assets. "Iron camps and flowing soldiers", do a good job in the management of account assets, the account system is not affected with the flow of personnel, here the core to do the following points can be. Account unified application into the company's asset management to save proper account confidential account confidential change process clear security clarify the relationship between the person in charge of each end and the use of account assets signed account asset security confidentiality agreement team assets refers to team members, talent is the strongest asset of the team. Team management has three core issues, organizational structure, business training and traffic distribution. Organizational structure on the recommended amoeba group model, each group of three people, a team leader, two team members, the team leader is responsible for turnover, team members are responsible for attracting traffic. In the salary composition, the group leader to take the base salary and the whole group turnover a certain percentage of dividends, group members to take the base salary + diversion of the number of people to enhance + turnover dividends lower than the group leader. The benefit of amoeba is that the people responsible for attracting and selling are bound together. The large part of the salary in the dividend, the interests of the team will be consistent combat ratio will explode, attraction of people will pay extra attention to the quality of the flow, sales people will do their best, this model is very suitable for business with mature products. Business training to make clear two issues can be: what must be done, what can not be done, and the rest of their own processing. Private domain business want to do big, must not let the staff themselves to judge what to do every day, but with the system provides a good sop, employees have to do is in accordance with the sop as far as possible to do things well. For example, the following points: how many circles of friends per day, what to send, what time to send. How to break the ice for new traffic, what to say on the first day, what to say on the third day, what to say on the fifth day. How to reply to inquiries, how to guide without inquiries. How to maintain the old customers, how to guide the semi-lost customers. These should give a standard answer, not 100% dead, but the framework should be clear, the direction should be clear, the training manual should take into account each situation, can not let the staff to judge the right and wrong of a behavior. After the training, the white man came to do 60 points, so the training is qualified. How to give sales to traffic distribution has been a headache, in fact, it depends on the input-output ratio. First of all, each sales will have a daily guaranteed flow, 10-20 fans is more appropriate, give too little to verify the effect, give too much easy to waste. Each sales have a period of assessment, give time to give traffic, let him prove their sales ability. The assessment period can not be too short, high customer single products at least one month, because the flow of conversion itself needs time, and some sales slow hot, but once you find the feeling of combat power is very strong. After ensuring the basic flow, we will look at the average output amount of a single fan, more than the expected value of the slow increase in traffic, but can not add too much, 30 fans per day should be the limit, too much chat over, will cause traffic waste. Below the expected value of the slow reduction in traffic, if you have not been able to meet expectations, eliminated. Above, from 0 to 100 to do the general content of the private domain methodology, I hope you can be inspired. 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