“Cost reduction and efficiency increase”, “vertical fission”, “traffic pool” In the Internet in 2019, operators are paying attention to “private domain operations”, and gradually become a major trend under the influence of the epidemic. The main operating methods of brands and enterprises in recent years. What is the blown private domain? Maybe it is not as mysterious as you think. What is a "private domain"? The so-called private domain refers to private user traffic that can be accessed at any time, freely controlled, used repeatedly, and free of charge. Simply put, it is to do business with old customers. Fans or customers on QQ accounts, WeChat accounts, and corporate WeChat that we are familiar with belong to the private domain. In contrast, the public domain refers to things we cannot control. For example, Taobao, Douyin, and Baidu are a complete ecosystem and a huge traffic pool. We can obtain traffic by placing some advertisements, but most of the traffic is It cannot be used by you. Why do we want to do "private domain"? , Duration 00:35 Since 2018, the growth of Internet traffic has reached a bottleneck period. Now it is getting harder and harder to acquire customers, traffic is getting more expensive, return on investment is getting lower and lower, and profit margins are getting smaller and smaller. The customers you attracted through Douyin promotion today have not had time to have a deeper impression of your store, and they may forget about it in a week. At this time, you need to establish a self-owned publicity channel to introduce new customers into your own traffic pool such as QQ and WeChat groups, so that we can expose the store multiple times. At the same time, it can also be used as a good initial start when announcing new activities. Start up the volume, let them lead the old and bring in the new, and achieve transformation and fission. ○Illustration of the Kelaibao case. In addition, private domain operations also allow us to communicate with customers in a timely and effective manner and solve potential problems caused by products and services. Users can also experience corporate services at close range and shorten the distance between each other, which is conducive to the publicity and promotion of brand image. The most important thing is that with the help of various interactions in "private domain operations", companies can draw clearer, three-dimensional and vivid user portraits, and optimize products and services in a targeted manner. For example, if you want to understand the public acceptance of new product flavors, the user's circle of friends is an important reference method. How to do "private domain"? First of all, you must understand that doing business in the private sector does not mean selling goods directly from the start. The private domain mainly solves the trust problem between you and your customers. Zhu Aiguo, director of Bosideng, once said: "Private domains are not here to harvest traffic. Private domains are more about delivering your products and your brand concepts to consumers, and then providing corresponding services. He was satisfied, and he was Have a good impression of the brand, and then do some business along the way. "What is the essence of business? Item exchange. What is the essence of making money from doing business? trust. Without trust there is no exchange. The same goes for the private domain. Only by first creating long-term value for users will they be willing to have a relationship with you and then generate trust. A core question arises here: how to establish contact with users in the private domain and generate trust? 1. Create a personality and let users recognize it: Functional attributes + personality attributes The first step in private domain operation is to first establish a clearly positioned personality, such as "beauty expert" and "senior gourmet", and then focus on "functions" "Value" vertical output, for example, you can provide professional dry knowledge, solve user problems around the clock, etc. It is worth noting that a successful brand has a warm personality. Your Moments copywriting, comments and likes, and language style should all be closer to the personality. A mother who loves to share parenting experiences, an easy-going mother, and a funny operation master. Laoshishilang believes that friend-like communication and discussion can reach the hearts of users and create a sense of trust more than blindly outputting valuable content. 2. Refined operation, pushing the information that users need. Refined operation is the core of gaining user trust. Each user has different needs, interests, and preferences, and the operation plans adopted are also different. Only by accurately pushing content that users are interested in can we better enhance trust and achieve user conversion. ○Ke Lai Bao's backend intelligent operation interface Restaurant Lang believes that two steps need to be done to achieve refined operations. The first is to label different users and implement user grouping and stratification. This is the prerequisite for refined operations and precision marketing; Secondly, carry out targeted operation management according to different labels, formulate different private domain user operation strategies, repurchase marketing for new users, membership conversion of old users ○ Restaurant Langqi microservices. Of course, in the process of refined operations, we can combine Tools improve operational efficiency and accuracy. For example, the enterprise micro-tool Kelaibao launched by Shishilang can not only help enterprises create hierarchical portraits of customers to facilitate subsequent accurate push, but also help users implement group SOPs, friend circle SOPs, and chat Customer management services such as sidebars, and more marketing services such as flash sales and group buying help companies further improve customer acquisition efficiency and bring a new round of growth to the private domain of companies. ○End of the Clever Backstage Intelligent Execution Interface In this era of traffic anxiety, you have to understand that excellent brands in the future should be a content service company. Only continuous good content can maintain its influence and attention. Bring benefits to your own brand. In the next few years, private domain traffic will enter a golden period of growth. Enterprises must pay attention to improving user trust, carefully manage personal brands, create personal IPs, and do a good job in refined operation of private domain traffic, in order to bring new innovations to corporate development. development opportunities.

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