Edit Introduction: Private domain traffic has become the main operating method of major brands and enterprises in recent years, and has flourished under the catalysis of the epidemic. However, the operation of private domain traffic is not as simple as attracting a WeChat group or posting an advertisement. This article will analyze the complete methodology of private domain traffic from 0 to 100 from four aspects, and I hope it will be helpful to you.
Hello everyone, I am Shi Guipeng.
first came into contact with private domains. He started his own business and did online education five years ago. At that time, he used traffic to be directed to the sales WeChat account every day, and then transferred it to the teacher in charge of the service after the sales order. It was considered the first generation of private domain IP monetization model, although he didn't know the concept of private domain at that time.
later came into contact with a private domain plate with a million-level sales of over 100 million yuan. Over the past few years, a complete methodology from 0 to 1 and from 1 to 100 was summarized.
As long as the industry you are engaged in is related to traffic, there is a saying that must have been heard, which is called "The end point of all traffic is a private domain." Although
is a bit exaggerated, it basically conforms to the facts. Traffic anxiety is a problem that all companies will face, especially in physical industries affected by the epidemic.
store cannot be opened, there are no customers after opening, and there are no traditional channels. New channels such as Douyin are expensive and have not been retained. After doing it, I found that it is the most delicious way to store traffic in my private domain.
WeChat official definition of private domain is: long-term and loyal customer relationships, rather than just advertising for a single transaction.
The biggest advantage of private domain is that it pays the cost of obtaining traffic once, and can reach users unlimitedly and for free in the future, without being restricted by time and space.
For example, the big V of Little Red Riding Hood, the big V of the community can sell goods in WeChat groups for several hundred million a year. For example, the luxury car Du Lao Ji, a sales team of 9 people can sell more than one billion luxury cars a year. These are classic cases of using private domains well.
, but the private domain looks very delicious, but it is not easy to do. Many people tried it and found that the effect did not meet expectations, so they gave up.
This is not because private domains are not good, but because they do not master the methodology of private domains, but it is difficult to find articles online that can systematically explain how to do private domains.
is also because of this reason. I spent some time systematically sorting it out based on my practical experience over the past few years to explain clearly how companies and individuals should scientifically build private domains.
full text is 13,000 words, divided into four modules: private domain layout, private domain traffic, private domain monetization, and private domain team.
1. Private domain layout
Private domain layout is divided into four steps: product system, private domain IP, account layout and process design:
1. Product system
The most important thing in laying a private domain is to "start with the end". You must first monetize the product, then do traffic, and start monetizing it from the first fan.
The first big pit that many people step on is to work in private domains with the mentality of increasing fans, believing that as long as they have fans, they can make money in anything they do. This idea is very wrong. Fans who are not accurate in actual business are worthless and difficult to cash out.
The value of 1,000 precision powder can sometimes exceed 100,000 flourishes.
At the same time, to determine whether the product is suitable for a private domain, we need to look at three points: high repurchase, high customer order, and high service. can be a private domain as long as your product/model has any of the characteristics.
private domain is essentially a competition for stock, and it is difficult for the same user to exist in the private domain of multiple merchants in the same industry because the migration cost of trust is very high. If you choose A, it is difficult to choose B again, so you have the first-mover advantage in private domain traffic. Whoever does it early and works faster may defeat your competitors from the perspective of private domain.
When the entire industry is sedimenting traffic and customers in the private domain and doing refined operations, whoever is still waiting and watching will be ruthlessly eliminated by the times.
From the product dimension:
first category, high repurchase products, such as food, clothing, skin care products, etc.High-repurchase products can be divided into two types. One is a single brand and single product category, such as fresh fruits. Once you eat them well, you will place orders repeatedly; the other is a single brand and multiple categories. If you like the design style of a certain clothing brand, you will buy jackets, T-shirts, and pants at his house.
As long as the customer is placed in the private domain, regularly recommends it, and constantly stimulates the customer's interest in purchasing, he will automatically place an order. This type of product is usually not expensive, and it is easy to make purchasing decisions.
high repurchase products account for the highest proportion of private domain traffic, basically with small profits but quick turnover. They compete with the graphics and text skills when recommending products, striving to hit customers' demand points with one hit and quickly complete transactions.
second category, high customer order products, such as jewelry, houses, insurance, etc. Because of the high unit price, low purchase frequency and long purchase decision time, the transaction rate of offline scenarios is generally low. Because customers naturally have distrust and guarded against sales, this type of product requires a private domain. Through circles of friends and private chats, it will be much easier to continue to show the quality of the product and its professionalism, occupy the high ground of users' minds, and then make a deal.
is different from high-repurchase products that require hard work on the service after purchase. High-customer order products must be hard work on the stage of trust development before purchase. These are the different attributes of the two types of products in the private domain.
, the third category, high-service products, the most typical example of is knowledge payment. Knowledge payment includes selling courses, selling consulting, and selling private boards. This kind of business seems to be unselected except for private domains, because the delivery of services requires a carrier, whether it is Youzan, Community, or Xiaoetong, it revolves around the private domain.
2. Private domain IP
After selecting a suitable monetization product, you need to create a private domain IP to undertake and convert traffic. It should be emphasized that the private domain IP is not necessarily a real person, but can also be a virtual image. Some companies are inconvenient to use the real person image of the boss or employee due to security and universality, and will choose a cartoon image. For example, "Xiao Wanzi" of Perfect Diary is a cartoon girl.
Before making a private domain IP, you must remember one premise: IP serves product monetization.
1) Target user analysis
In the private domain, different groups of people will be attracted by different IPs. For example, Wu Xiaobo attracts bosses, Luo Yonghao attracts technology men, Li Jiaqi attracts young women.
So before planning an IP, you must first analyze the user portrait. The more detailed the analysis of the target user portrait, the more accurately you can grasp the user's preferences. Several commonly used dimensions for user analysis are gender, age, tier cities, social roles, income level, and consumption preferences. After clarifying these points in
, you will basically know which group of people the product is to be sold to and which group of people the private domain IP should attract.
2) IP person setting position
There has always been a lot of controversy about making a person's design. Too much emphasis on character design is easy to be faked, and it cannot stand the test of time and will sooner or later collapse. Without a personal IP, it cannot stand, let alone accept traffic and convert transactions.
Should I do the setting position of that person? It must be done.
character is identity and role. Only with clear character design can we clarify what can be said and what cannot be said. You must not do a fake character, but you can selectively show your own side.
good actors are all good actors. The best way to position
IP is to tag it. For example, one of the tags I have given myself is: a private domain traffic expert, who has been in private domain for 5 years, has operated 2 million private domain traffic, and has an annual revenue of 500 million.
If you really don’t know how to position yourself IP, ask yourself three questions: Who am I? What services do I provide? What are my past achievements?
After answering these 3 questions, your IP tag will come out.
To judge whether the label is correct is to see whether this label can provide direct help to users purchase your product.
3) Content output
has a complete character design, and the next step is to use content output to support and strengthen the character design.The first principle of
for content is: What you want to say doesn’t matter, what customers want to hear is the most important.
content is a carrier of thoughts and emotions. Only by talking more about content that customers are interested in and useful can the relationship between IP and customers go from recognition to recognition to subscription. The second rule for
to do content is: continuous and uninterrupted.
Content making is a process of cultivating the user's mind. Only by continuously outputting energy and value can we attract the attention and trust of the target population.
content form can be pictures, texts, videos, and live broadcasts. You can do whatever users like to watch.
3. Account layout
IP has positioning, and the positioning needs to be implemented on the account. The account matrix of the private domain includes WeChat accounts (including personal WeChat, enterprise WeChat ), official accounts, video accounts, mini programs, and small stores.
, except for WeChat ID, the rest are arranged according to business conditions.
If you cannot tell what you want to do, you can first understand the functions of each tool, and then make choices:
- Official account: is suitable for brand products and knowledge payment. There are often scenes where large paragraphs of text are output, which talks about depth and hard work.
- Video number: is suitable for knowledge payment, short video attracting fans, and live broadcast transactions. At this stage, the effect of video accounts selling goods is worse than that of Douyin. Its advantage is that it is very convenient to guide public accounts and corporate WeChat. If you have this need, you can try to layout video accounts.
- mini program: is suitable for businesses with many product categories, complex user system and long transaction processes. This type of business generally has an App first, and then a WeChat mini program is synchronized.
- Small Store: is suitable for businesses with a single product structure and relying on closed-loop transactions in the WeChat system. Compared with third-party platforms, small stores' transactions on WeChat accounts, video accounts, and official accounts are smoother and smoother, and have low costs and no payment is required.
4. Process Design After the
traffic enters the private domain traffic pool, there is also a standard process to undertake it, which will specifically involve tagging users, layering and the first round of conversion.
1) Tag
to tag customers, as detailed as possible, so that you can quickly understand each user's information and facilitate accurate marketing actions in the future. Commonly used tags for
are generally: When did the customer add it? What channels did you add it? What is the transaction status? How about consumption capacity? What is consumption preference?
For enterprises with relatively large size, connect their own crm system with enterprise WeChat. These tags are easy to type out, or can be manually operated.
For companies or individuals using personal WeChat, a commonly used ABCD tag method is recommended. Here ABCD corresponds to the four statuses of the customer.
- has not responded to it, and has never communicated at all.
- has communicated with you to understand product information.
- If you are interested, focus on converting objects.
- customers who have already completed transactions.
followed by a simple note, for example: A1126 Douyin-Caing, which means that the customer has not spoken yet. It was WeChat added from Douyin on November 26, engaged in the catering industry. The more detailed the label, the more convenient the account management is. Even if the salesperson in charge of the account is now resigned, the salesperson who succeeds can quickly understand the basic situation of the customer. In addition to dividing it according to the four dimensions mentioned above, the
ABCD tag method can also be divided according to the strength of the transaction intention, depending on the actual situation of your business. After
is tagged, each tag must correspond to a different set of words and groups of friends. The goal of the entire private domain operation is to move as many customers as possible from A to D.
2) Customer Layout
The purpose of tagging customers is to promote transactions, and the purpose of stratifying customers is to separate unsold customers from transaction customers. This work is not necessary and is usually suitable for products with higher average customer prices.
standard private domain team everyone in each group has a clear division of labor, and the more common ones are divided into: traffic, sales, and service.
In the customer hierarchical system, sales are only responsible for transactions. After the transaction is completed, the customer's WeChat will be transferred to the WeChat account responsible for subsequent services to deliver services and promote repurchase.
3) Conversion Script
Take sales-oriented business as an example. The most commonly used method of speech design is the seven-step order method:
- Say Hello
- Judge the symptoms
- Give a diagnosis
- Give a plan
- Describe the effect
- Customer witness
- Try to single activity
Seven-layer Script, just like seven bullets, it will be fired in stages, and the customer's first round of conversion work will be completed.
is coherent: after the customer adds WeChat, hello on the standard version, and then asks guided questions, letting the user do multiple-choice questions, lead to problems, then analyze the reasons for the problem, and then give a solution (that is, your product), introduce the effect. It is not enough to just introduce it, and you also need to add the effect feedback and screenshots of good reviews from other customers. Finally, you will throw a forced order activity to promote the transaction. At this point, the first round of conversion is over.
action standardization is a necessary condition for the best private domain.
,000-foot tall building starts from building soil.Review, after all four parts of the product system, private domain IP, account layout, and process design are completed, even if the foundation is built, it will lay a solid foundation for the entire private domain traffic marketing.
2. Private domain drainage
After the preparations are done, we must start to drain traffic to our private domain traffic pool. The first thing to do when draining
is to prepare a useful "hook".
sets different interest points in different channels according to the user's portrait to attract users to add WeChat. This interest point is called "hook".
below discusses the four most commonly used traffic diversion scenarios: Douyin traffic, e-commerce traffic, physical store traffic, and private domain traffic. Especially the last private domain drainage is the foundation of survival for players who do not have public domain traffic.
1. Douyin traffic
Even though the competition on Douyin has become fierce today, it still does not prevent Douyin from being the best source of private domain traffic.
has nearly 700 million daily active users, and the support of recommendation algorithms, giving each account the opportunity to obtain a lot of traffic on Douyin. For bosses who have their own supply chain or those who join the business, Douyin’s traffic and private domain monetization have become an industry consensus this year.
Currently, there are 7 commonly used traffic diversion methods in Douyin:
1) Personal homepage
- background image. background image is the most effective drainage site for the homepage. Because the display area is large and conspicuous enough, it must be taken seriously, but do not leave the WeChat account directly. The commonly used method is to put a text on the picture "Private message 666, I'll send you a copy of XXX". This XXX is the hook mentioned above. For example, if you are a teacher in English and want to recruit students, you can post an e-book "30 Days of Spoken Language Quick" and how to attract traffic after receiving a private message. I will talk about it in the "Private Message" section below.
- Douyin account. changes the Douyin account to WeChat account, which is the basic operation.
- profile. Don’t rush to leave a WeChat account in the introduction for new accounts. If you have tens of thousands of fans, you can use letters or patterns to keep a WeChat account, such as: +V, V❤️, 🛰️, which will basically not affect the weight of the account. Many people are afraid of their account being downgraded by and dare not attract traffic from Douyin. They have caused a lot of fans to be unable to change. This is because they cannot distinguish the key points of things when doing things. They must always remember that the purpose of doing Douyin is to create traffic. Douyin actually has no long-term ideology.
- video collection. The name of the video collection can be changed to WeChat ID, and the writing method is the same as the personal profile.
2) Private message
Private message has two functions: one is to actively send private messages to newly followers, and the other is to reply to fans who actively send private messages to fans 666. The content of the private message is consistent: Thank you for your attention, because Douyin cannot send XXX e-books, add me V*** to collect them.
In order to avoid violations and bans as much as possible, several forms of replies need to be prepared, text, pictures, and graphics are interspersed to reduce risks.
3) Comment area
Comment area can not only attract traffic to your WeChat, but also go to other people’s Douyin account to attract traffic to your Douyin.
- Use a small account to leave a message in the comment area of your large account and guide you to add WeChat to avoid the large account being blocked.
- Leave a message to the blogger's comment area with peers or the same target users. For example, the luxury car Du Lao Ji often leaves a message to other people's comment area "Dignified Cullinan car owners" and use text nails to increase their popularity. Those who are not morally impartial will bombard them with a bunch of small trumpet matrices and advertise like dog skin plasters. However, this method is not very moral and requires one's own judgment.
4) Fan group
The role of the fan group is similar to that of private messages, but compared with private messages, the fan group has two advantages. One is that you can use a small account to publish your WeChat account in the group to avoid being blocked by large accounts; the other is that the fan group is a one-to-many form, and a message can reach multiple people, and the traffic efficiency will be much higher.
5) Live room
Compared with short videos, the live room's traffic diversion effect will be worse, and the method is very limited. The live room is more suitable for transactions.
- is to print WeChat ID on paper and occasionally exposed during live broadcasts, but this method is very high-risk and is easily blocked from the live broadcast room. The slightly more secure way is to guide the attention first, and then guide the WeChat account through private messages and fan groups.
- Go to other people’s live broadcast room to make the rankings. If you reach the first place, you will naturally attract traffic to your own account.
6) Opening Enterprise Blue V
Spend 600 yuan to activate Blue V, and you can hang your own official website link on the homepage and then divert it to WeChat through the official website.
At the same time, due to policy bias, Douyin will monitor the violations of Blue V account much more easily. Many ways of driving traffic by playing edge balls Douyin turns a blind eye, after all, it costs money.
7) Background music title
This is the least known way and the way with the highest threshold. The core of
is that your own background music must be quoted by enough people. You can leave traffic information on the music title. Once others quote your background music, it is equivalent to promoting you for free.
has a high threshold, and the profit is also high after the production is completed, which is equivalent to fission in Douyin.
or above are commonly used methods of Douyin to attract traffic to private domains. Among them, 1, 2, 3, and 4 must be used well, 5, 6, and 7 depends on personal situation.
2. E-commerce traffic drainage
Compared with Douyin, e-commerce has taken traffic to private domains earlier, and the traffic drainage method has iterated multiple versions. However, because , the Cyberspace Administration of Cyberspace Administration of has tightened user privacy management and Taobao's control over traffic to private domains, the methods are no longer useful, or the effect becomes very weak.
, such as telemarketing, text messages, customer service private messages, and order information export, etc., these traffic diversion methods have become history.
is the only way to be firm and effective at present: the package card.
I believe that as long as you are an e-commerce seller, you must have used a package card, but you also use a package card to drain traffic. The high powder rate can be 30%, and the low one is less than 3%.
The core of making a good package card is: the grasp of human nature. The most common method of
to drive the traffic is to scan the code and add WeChat to get red envelopes. Ordinary players will directly tell the user to scan the code and add customer service to get 3 yuan cashback red envelopes. high-end players will design a scratch-off game, with the first prize of 1,000 yuan, the second prize of 500 yuan, the third prize of 500 yuan, the fourth prize of 10 yuan, and the fifth prize of 3 yuan. Scrape out the redemption code and add customer service to redeem the prize on WeChat. Of course, everyone wins the fifth prize. With just such a small change, the cost remains unchanged, and the increase rate of the pink can be doubled.
is because of human nature. One is to get 3 yuan for sure, and the other is to get 1,000 yuan if you have the chance to get 3 yuan. The bottom line can also get 3 yuan. The latter has a much higher conversion rate.
Similarly, in terms of card design, the simpler the better. If you are careful enough, you will find that 95% of the package cards are not designed to be qualified, and you can't wait to write 10 profit points on a small card. This is a typical lack of user thinking.
Think about it, what is the buyer thinking after opening the package? I must be in a hurry to check out the products! If your package card cannot arouse the user's interest within 3 seconds, it will be thrown into the trash can. The more information there is on the card, the more difficult it is for buyers to capture points of interest. The essence of the design of
package card is just four words: less means more.
3. The scene of physical stores draining traffic to private domains is relatively limited. There are two commonly used ones: - Scan the code to add the enterprise WeChat to receive red envelopes before the purchase is completed. This is the most common and has the best effect, because red envelopes can be collected and used immediately, and few customers will refuse. The core is to reduce the deletion rate of customers after adding WeChat, so the speech is very important. How to say it specifically will be discussed in the next part [Private Domain Money].
- joins the welfare group and posts discount information in the group every day/weekly. This form is more suitable for supermarkets and fruit stores near the community. Take fruit stores as an example and send a fruit discount in the group every day, which is only available to customers in the community, which can increase the customer's purchase frequency and also use discounted products to drive sales in other categories.
4. Private domain drainage
Private domain drainage is the most test of the ability to refine the operation. The core is to use the two weapons "content" and "interest". If any one is used well, the effect is addition. If two can be used well at the same time, the effect is multiplication.
1) Official Account
Graphic and Text Times Official Account is the well-deserved overlord. Although the opening rate in the short video era has become lower, it is still the traffic pool with the highest density of elite people. Most of the users of
short videos have dopamine, while most of the users of the official account have endorphins, . What do endorphin-like users like? Dry goods.
So the most effective drainage hook is "Add me WeChat and I will give you a copy of the * information". This information must be highly related to the content of your official account. This is the most effective way to drainage after verified. There is another advantage to the
official account. Once your content is recognized by the user, it may become your free promoter , so there will be a large number of autonomous forwardings, and this forwarding has an endorsement effect, so the conversion rate of traffic that is forwarded through secondary forwarding will not be bad.
2) Video number
According to the latest public data of WeChat, the daily active users of the video number have exceeded 500 million, making it the second only to Douyin’s short video platform. Especially this year, WeChat Video Account has announced a series of support plans. WeChat's style has always been neither impatient nor impatient. Now it is very aggressive in providing subsidies and traffic support for video accounts, which shows its strategic significance to WeChat.
At the same time, the video number is also the only tool that can efficiently connect all ports in WeChat. Community and Moments can distribute video accounts. Following the video accounts will first jump to the official account page. During live broadcast, you can also hang up enterprise micro cards and small stores. This complete link of customer acquisition in the WeChat ecosystem will be solved. The most important point of
is that in addition to recommending video accounts to strangers through algorithms like TikTok, they can also directly break the circle with friends' likes. Theoretically, as long as your WeChat friend likes your video, all his WeChat friends will have the chance to see your video. If his friends also like this video, then his friends’ friends may also see your video.
This way of breaking the circle is explosive.
You can't control the video playback volume on Douyin, but you can do it in the video account as long as you master the method of leveraging private domain traffic.
3) Community Moments
puts community and Moments together because in the matter of traffic drainage, the main function of both is to provide a "field" for traffic drainage activities, and this traffic drainage activity is usually a fission gameplay. There are several common ways to play fission in
: the oldest is to forward posters to your friends circle, and you can receive prizes; there are also inviting friends to help, like, do tasks, and then win prizes together; if you are a little more thoughtful, you can make a small game, and use the clever design in the game to stimulate users' motivation to actively share.
The fastest way to use fission gameplay is to use third-party tools, such as small fission, which have many ready-made tools that can be used as soon as possible.
If you don’t want to guide users to share with benefits, then remember four words: sex toys, affectionate, interesting, useful, and productive, covering 99% of users’ active sharing motivation.
4) Traffic copy
This is the last one, and the focus is on.
You should know that more than 50% of the big players in private domains have millions or tens of millions of private domain traffic, but are not created bit by bit by bit, but copied. There are two ways to copy
, one is replacement and the other is migration. The core idea of
traffic replacement is to first find an industry that matches your user profile. For example, if you sell women's clothing and your target users are women aged 20 to 40, then you can find the replacement traffic for selling cosmetics. Why? Because your target users are the same group of people, but your business has not competed with each other before, he will be willing to cooperate.
So how to cooperate? The simplest and crude way is. Suppose you each have 100,000 private domain traffic, then send an advertisement to the other party in your private domain traffic. You sell clothing. You say that you have reached a strategic cooperation with a certain cosmetics brand , giving benefits to your fans. Adding this person’s WeChat means getting 5 cosmetic samples or a box of masks. As long as your fans are interested in this benefit, they will add the other party’s WeChat, so you will direct him a traffic, and he only needs to pay the cost of a gift, so the final core is to calculate the cost of a single fan and the subsequent conversion rate.
As long as you are the boss, you will definitely calculate the account and find the critical value of the cost. As long as the channel whose cost is lower than this critical value, you can exchange unlimitedly. Moreover, these traffic are all new traffic and the quality is very good.
traffic migration is the same logic, but the method is changed. The replacement is to exchange volume with others. The migration is to divert traffic to another person. You sell clothes, and you sell cosmetics, and you put one traffic into two traffic pools, and then sell two products to make two money. Do you understand? Whether it is replacement or migration, after the mode is run, the rest is to use a set of standard processes to convert these new traffic.
Complex problems are simplified, simple problems are repeated, and the private domain is the ultimate simplicity.
3. Private domain monetization
After talking about the layout and drainage of the private domain, let’s talk about how to monetize in the private domain.
In the private domain, whether it is selling goods or paying for knowledge, before starting to monetize, you must first figure out what the "people and goods yards" in the private domain are.
WeChat itself is an instant messaging software, but from the perspective of private domain, WeChat is first and foremost a field. Through the operation of this field, we let the products (goals) meet customers and then make transactions.
The most important step in promoting transactions is to solve the problem of people’s trust in goods in this market.
Therefore, the entire private domain monetization system is essentially solving the trust problem in the private domain.
1. Private chat monetization
Private chat as the best monetization method, the core lies in the word "foster".
is different from public domain traffic such as live broadcast and information flow. When traffic is required to be converted immediately. When a private domain fights, you must first raise the traffic and convert it slowly.
[Private Domain Layout] mentioned that there are only two major categories of products suitable for monetization in private domains, one is high customer orders, and the other is high repurchase. Both of these two types of products need extremely high trust to support it.
Take a leading private domain company I know as an example. They sell skin care products with a customer order of about 5,000 yuan, the kind that can be used to remove acne. In the sop they set for sales, it is clearly stipulated that "it is strictly prohibited to quote when chatting with customers for the first time". Why? I'm afraid of scaring the customer away.
scare away is not because the customer can't afford 5,000 yuan, but when both parties are not familiar enough, the quotation of 5,000 yuan is difficult for customers to accept. Think from the perspective of others, would you transfer 5,000 yuan to a stranger who just added to WeChat to buy skin care products?
And once the price is quoted, even if the customer really has a demand, he will not dare to talk to you more, because you are "clearly priced", and the customer will feel embarrassed to chat with you if he doesn't pay. So the direct quote for the first time chat not only did not convert, but also blocked the possibility of future conversion.
Their approach is to only chat in the first month after adding customer WeChat, build trust and stimulate demand, and never quote until the time is right, so as to truly delay satisfaction in transactions.
If you are also working in a private domain, recall whether you have made this mistake? Why do many customers never say anything after adding to your WeChat? Are you scared away by you in the first chat?
good private domain teams have their own private chat sop, breaking ice, daily contact, familiarity, trust, and transactions, and have a suitable rhythm, and continuously develop mental development and pulse-based activation and transactions.
Many private domain teams have done a very poor job of private chat transactions because they are psychologically burdened and dare not initiate private chats to users, for fear of being deleted by customers.
If you encounter this problem, you might as well think about it from another perspective. If you don’t have private chats, there will be no harassment, and you will not be deleted by customers. But will there not be a transaction? So what is the purpose of our private domain?
rejects false prosperity in the private domain, as long as it is a real deal.
At the same time, the best way to avoid being deleted by customers is not to not speak, but to make customers feel that you are valuable.
As for how to make customers feel valuable, they have to rely on another transaction field in the private domain: the circle of friends.
2. Money circle
I can’t remember how many people I and I have recommended the importance of Moments.
In the past two years, when people mentioned posting on Moments well, some people raised questions: Are there still people watching Moments now?
The data given by WeChat in 2021 is: more than 70% of WeChat users will open their Moments every day. WeChat’s daily active users will have 1 billion+, and 70% will be 700 million+. This number is equivalent to Douyin’s daily active users. Do you think anyone watches the Moments?
post on Moments and look at two indicators: one is quantity and the other is quality. In terms of the number of sending
, after testing, it is more appropriate to have 5-10 messages per day, because WeChat now has a flow control mechanism. If there are fewer messages, people will not see them. If there are too many messages, it will harass friends.
At the same time, private chat is a strong disturbance to WeChat friends, so it cannot be used every day. The circle of friends can make up for this shortcoming, so you must first ensure the number of sendings so that you can constantly appear in the customer's vision. After the quantity of
can be guaranteed, we must focus on quality. Quality serves the goal. The goal of posting to Moments is to build trust with customers.
So every Moments we post is a process of building trust with customers.
A good circle of friends can be summarized into four words: combining dry and wet, and the more appropriate proportion is 70% "wet goods" + 30% "dry goods".
"Wet goods" are your daily work, your daily life, your random thoughts, and what happens around you. "Dry goods" are your professional knowledge.
When I was training some teams, I received 100% of the similar questions when talking about this: "Doesn't private domains need to constantly show their professions to make transactions easier? Why does professional content account for so little?" In fact, this is also a misunderstanding that 90% of private domain teams have.
Whether it is a micro or a micro, your name is lying in the user's friend list. First of all, you have to be an individual. People must have flesh and blood, personality, and three-dimensional.
The function of the circle of friends is to create a sufficiently rich and three-dimensional image in the hearts of customers you have never met through continuous content output every day, and then add it to your professionalism, so that customers can make transactions easier.
only needs to continuously output and appear in the customer's circle of friends every day. Even if you have never chatted, he will feel familiar with you. In this way, he will be more likely to accept it if you output professional knowledge. Otherwise, it will become dry preaching. In reality, no one is willing to make friends with serious experts, and the same is true in private domains.
You must mix your "dry goods" between "wet goods". Only in this way can your circle of friends not be disgusted. After being more advanced, good content in your circle of friends will make people look forward to it, which requires continuous deliberate practice.
. Regarding Moments, a small detail is prompted at the end. Moments must be set to allow strangers to read 10 items, and do not set to be visible in 3 days.
When we add other people’s WeChat, we have a habit of doing it. First, we will browse their circle of friends and have a preliminary understanding of this person. If your circle of friends is set to be invisible by friends, we will lose the opportunity to be known to customers this time. The addition rate will be greatly discounted. Do not set it to be visible in 3 days. The same is true.
3. Live monetization
video number is mainly divided into live and short videos. Short videos are mainly used to increase fans and retain fans. The monetization effect is not obvious, so I won’t go into it.
has a prerequisite for live broadcasting on video accounts, that is, you must have a certain size of private domain users. It is difficult for a zero-nine in the video accounts to monetize them. If you pay the same cost, it is recommended to do Douyin.
This is determined by the different models of the two platforms. Douyin is a strong algorithm recommendation logic. Even though there is a fan system now, the weight currently occupies not high. Video accounts mainly use private domains to leverage the public domain, and the power of algorithm recommendation is very weak, because there are not many users watching live broadcasts on video accounts, so it is difficult to rely on recommendations to explode. In addition to the card live broadcast squares, pulling and staying methods used by various platforms, the best method is to "one circle and multiple groups".
If you have monetized products in your private domain and need to use live streaming to promote transactions, you must attract live streaming groups or fan groups, the more the better.
makes a reservation before the live broadcast begins. After the live broadcast begins, transfer the live broadcast link to all groups at the same time, and at the same time, it will flood the screen in the circle of friends. This can quickly increase the number of people online in a short enough time, and the system will bring you new traffic.
operates like this every live broadcast, which can not only leverage traffic, but also make transactions in private domains. In order to ensure that the people in the group are willing to enter the live broadcast, a new hook is designed every time and enter the live broadcast room to receive the ***.
At the same time, the entire WeChat ecosystem is closed-loop, and the reservation live broadcast and live broadcast entrances scattered everywhere must be used well.
4. Community monetization
A few years ago, when the private domain was only used to sell goods, community was the best choice for monetization. Later, more people paid for knowledge in private domains, and various monetization methods were gradually derived.
The current community can be summarized into two categories: one is the welfare group and the other is the service group. The function of the welfare group is to sell things, and the function of the service group is to make delivery. There are too many types of communities to be split down, so I won’t go into details.
No matter which type it is, it is inseparable from the two keywords "accurate crowd" and "rich composition".
The population is accurate, which is a prerequisite for a community to survive. The community is a micro society to a certain extent. Micro society emphasizes value symbiosis, so a group of people with the same purpose must be pulled into a group.
Because of the convergence of purpose, the operational efficiency of the community can be maximized. The extreme situation is that if you serve a person well, it is equivalent to serving a group of people well.
has a rich composition. In addition to the notification group, 90% of the groups still pursue activeness. Community active requires that the portraits of group members be rich enough.
Daojie has a classic description of the community, which is as follows: a stable and active high-quality group composition: a coquettish group leader who knows how to do things + an opinion leader who loves to dress up + more than 10 industry novices who like to ask questions + a beautiful and handsome guy with three or three + an idle person who likes to salivate 5566 + an angry young man who confronts the sky and the earth + a melon-eating crowd who will say thank you after grabbing the red envelope.
is very insightful.
Compared with other monetization methods, the operation of the community pays more attention to "Tao" rather than "skill".
or above are the four main means of monetization of private domains. In recent years of development of private domains, the mainstream model has been constantly changing. From pure tools in the Taoke era to everyone today, everyone has to make IP. Only the lowest logic has not changed, that is, the business of private domains must be based on trust.
When our monetization in the private domain is blocked, calm down and think about it, why can’t my customers fully trust me? Once this problem is solved, all the problems are solved.
4. Private domain team
Two types of assets are indispensable for private domains: one is account assets, and the other is team assets.
See whether a private domain team is operating mature enough, and it depends on the relationship between these two assets.
Taking IP business and direct sales as examples, the account carries all private domain traffic, is a battleground, and the team is the person who activates and converts traffic, and is a soldier who moves.
In other words, the flow of personnel will not have a negative impact on the business, which means that this private domain plate has been relatively standardized.
Although "the iron-clad soldier" doesn't sound very nice, if you want to sell tens of millions or over 100 million yuan in private domains, this is a must. Except for the IP person and the trader, the flow of other members should not have a negative impact on the business.
This is the main premise, and then let’s take a look at how account assets and team assets should be managed separately.
1. Account Management
1) Bulk number search
The first problem to solve in account management is to find more available WeChat accounts. There are two ways. One is to register a new number with the ID card and mobile phone number of relatives and friends, but the new number needs to be maintained, otherwise there will be functional limitations and it is particularly easy to be blocked. The second is to buy ready-made accounts directly.
We have figured out a standard process for raising new accounts by yourself, involving dozens of actions. If you need it, you should directly pull it to the end of the article and add the WeChat account to the account. Remember to note the purpose, otherwise you will not pass.
Here we will focus on the precautions when buying an account.
has three reliable candidates for buying numbers, one is your own employees, the second is your friends around you, and the third is your college students.
Many employees and friends have small accounts and will not cheat us. This is more reliable, but the number is limited. If you need a large number of accounts, you will go to college students to collect. Because the social relationships of students are relatively simple, the WeChat account is not that valuable to them. At worst, you can change a new one and add friends again, so it is easier to collect. There are two hard standards for
to receive the number. One is that the registration time must be greater than half a year, and the other is that it must be used on a daily basis. Because WeChat will judge whether the account is used by real people from multiple dimensions such as chat, card binding, payment, and following official accounts. Real people account will greatly reduce the risk of blocking the account. There are thousands of friends on each WeChat account. If it is blocked, it will be a considerable loss, so you must not be careless. In terms of price, the market price of a daily number is around 300-500. There is no fixed standard for this, so it can be discussed.
Where can I find college students who are willing to sell their accounts? Part-time group. You can be pulled in with a few dollars. College students who work part-time jobs are generally short of money. Selling an account to earn a few hundred dollars is considered a good income. Then they ask them to help them collect the account between their classmates and receive a reward of 100 yuan. The problem of buying accounts in batches is solved.
The newly received account must be modified as soon as possible, and the login password, binding mobile phone number, and emergency contacts must be changed to your own company's information to avoid this account being logged back by others.
2) Batch private chat and post on Moments
There is a step before starting the conversion to tag users. It has been mentioned in the previous article, so I will not mention it again here.
The key point in the implementation of private chat and circle of friends is the need for a role called "supervisor".
Take the Moments as an example. Because these account assets are very important, they must not be sent in mass using software, as they are easily blocked and must be sent manually.
Our copywriting department will send today's copywriting to the group before getting off work the day before. Which copywriting, which pictures, and when to send it? Here, the time points for sending accounts of each group should be staggered. Don't send the same content at the same time for all accounts, as it will be monitored by WeChat.The supervisor of
is to check the circle of friends of these accounts every day, do statistics, issue reports, and who does not send or who miss it. It is clear at a glance. The person in charge of the private domain will also conduct regular random checks. If it does not send or miss it, they will be fined. This dual insurance mechanism is used to ensure that the implementation is in place.
supervisor also has another job, which is to check chat records regularly. All chat records are not allowed to be deleted. If you find it, you will be fired directly because there are only two possible ways to delete two records. One is to skip the order, and the other is that he said something he shouldn't say. Any situation cannot be tolerated.
2. Team Management
Team Management has three core issues: organizational structure, business training and traffic allocation. Let’s talk about it respectively:
1) Organizational structure
architecture has two forms. One is divided according to the majority of departments. All the people responsible for traffic diversion are in one department, and all the people responsible for sales are in one department. There is another type of Amoeba group, with 3 people in groups, 1 sales and 2 traffic diversions.
Here we recommend the Amoeba group, each group has 3 people, 1 group leader and 2 group members. The group leader is responsible for transactions and the group members are responsible for traffic. In terms of salary composition, the team leader receives a certain proportion of dividends for the basic salary and the entire composition, and the team members receives a basic salary + an increase in the number of people who are drawn + a lower transaction volume than the team leader.
The benefit of amoeba is that the person responsible for drainage and sales is tied together.
The big salary is in dividends, and the team battle ratio will explode when it is consistent. People who attract traffic will pay special attention to traffic quality, and people who sell sales will work hard. This model is very suitable for businesses with mature products.
2) Business training
Many companies make training very complicated, waste time and not practical. Just explain two issues with good training clearly: what must be done, what cannot be done, and others can be handled by yourself.
If you want to grow your private domain business, you must not let your employees judge what to do every day, but use the system to stipulate the sop. What employees need to do is to do things as well as possible according to the sop.
For example, how many posts are posted every day, what to post, and when to post it.
For example, how to break the ice in the 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 answer the inquiry, and how to guide the inquiry without the inquiry.
must give standard answers, not 100% sure, but the framework must be clear and the direction must be clear. The training manual must fully consider every situation, there must be no blank areas, and employees cannot judge the right or wrong of a behavior by themselves. After the
training, Xiaobai can still score 60 points when he comes, and such training is qualified.
3) Traffic distribution
The organizational structure of the majority of departments, how to allocate traffic to sales has always been a headache.
actually has a very simple solution, it depends on the input-output ratio.
First of all, each sales will have a guaranteed traffic every day. 10-20 fans are more suitable. Too few given, it will not be verified. Too much given will easily be wasted.
Each salesperson has an assessment period, giving time and traffic, so that he can prove his sales ability. The assessment period should not be too short. Products with high customer orders will take at least one month, because traffic conversion itself takes time, and some sales are slow to heat up, but once you find it, you will have strong combat effectiveness. After
ensures the basic traffic, it depends on the average output amount of a single fan. If it exceeds the expected value, it will slowly increase the traffic, but you cannot add too much. 30 fans per day should be the limit. If you can't talk too much, it will cause waste of traffic. If the traffic is lower than the expected value, it will be eliminated if it cannot meet the expectations.
or above is the entire content of private domain methodology from 0 to 100. I hope it can inspire you.
Author: Shi Guipeng, WeChat public account: Shi Guipeng, founder of Fengqishe.
This article was originally published by @Shi Guipeng. Everyone is a product manager. Reproduction is prohibited without permission.
question picture comes from Unsplash, based on CC0 protocol
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