Three most common ways to add powder in private domain operation

Adding users from the brand means the beginning of effect, relationship and trust, and this effect is the strongest point of private domain operation and the basis of enterprise management lifeline. It is precisely because all this revolves around the final results such as order conversion, user repurchase and recommendation, and these results depend on the trust and relationship established between users and brands. 1, the most common three private domain powder adding paths: AI outgoing call, SMS, parcel card, shopping guide plus micro-extension, business-owned channels such as graphic/video/live broadcast, promotion of fission and other activities, user introduction, vertical media traffic guidance, KOL diversion, cross-industry communication, etc. The data survey results show that there are three choices that merchants often make: promotional fission activities stimulate users to introduce their own channels, such as pictures, texts, videos and live broadcasts, and adding powder to their own channels has the best pulling effect and the quality of users is relatively good. This kind of user probably spent money on the brand, established a brand awareness, had great trust in the brand, and performed ordinary and excellent after entering the private domain. Adding powder to promote fission activities can be carried out in all aspects of private domain. Generally, in the initial stage of recruitment, users are attracted to join the group with courtesy, and in the middle stage, users are guided to initiate introduction and fission in the form of task prizes. On the premise of high-quality community operation, users' spontaneous referrals can bring considerable high-quality traffic. 2. The three dimensions of the powder adding path are divided into three types: self-owned channel resources, external advertising and fission cooperation. Path: Self-owned channel resources: official account, store recruitment, parcel card, official WeChat account, official website and other market activities on different platforms. External advertisements: AI outbound call, SMS/MMS, offline push, vertical media cooperation, KOL cooperative diversion, etc. Fission cooperation: assembly, forwarding, third-party fission tools, cross-industry cooperation and so on. Features: Self-owned channel resources: low cost, easy to use, sustainable and controllable, good transformation effect and easy to keep; The limitation is that the scale is limited and it is difficult to achieve it in an all-round way. External advertising: strong pertinence and wide audience. Can be enlarged, is suitable for the rapid powder adding stage, and has high investment cost. Fission cooperation: fun and interesting, between free and paid, covering a wide range of people, but the user accuracy is low, the trust is weak, and the transformation is difficult. 3. Three data that need to be paid attention to when adding powder: click rate, attention rate and order rate: these are three data that must be paid attention to when doing drainage activities. The low click-through rate and attention rate should consider that poster design is not attractive enough to users, or users are not interested in poster speech; The low order rate may be due to the high participation threshold and so on. When doing drainage activities, we can design drainage data according to different scenes and different paths, check the data effect according to multi-scheme tests, and finally choose the best way. The transformation data were compared and analyzed by drainage data and transformation data. There are usually the following reasons for the poor transformation effect: the activity is not attractive enough, the speech is too general, the drainage path is too long and the operation is complicated. These points can be used to optimize the corresponding detection. In the actual communication of adding powder, a good speech bears the brand's emotion and the trust of users, which will greatly improve the conversion rate of adding powder in data. Some efficient phonetic formulas are also sorted out. For example, take the initiative to add customers' WeChat as an example: setting relevant rights and characters is the key to success in adding powder. In addition, the emotions in communication are also worthy of attention. Need sincerity and truth. Sincerity is to close the distance, and truth is to make users believe in themselves. At the same time, the copy should not be too long, and the short story will not cause reading fatigue and will not be excessively disturbed. These can dispel users' doubts about adding. 4. The difference between different scenes of adding powder speech can be divided into three stages from contact to accepting adding powder speech, and the communication of each stage has its own emphasis: reaching the public domain-speech should be simple and direct; Enterprise whispers should highlight rights and interests; Welcome to the group-the rules should be clear. In different scenes, the speech with powder is related to the purpose, and the content of the speech with different purposes is naturally different. If you do user precipitation, you can guide it through value-added services and high-net-worth text content; If you want to do fission, you can highlight the results you can finally provide. Do not use false or exaggerated methods to drain. Even if the initial effect of this method is good, the precipitation and transformation effect will not be very high, and the trust of users will be greatly reduced. In particular, the follow-up operation and undertaking also need to keep up, otherwise the drainage is a silent user. 5. Optimize the five dimensions of pink words. According to the core part of powdered words and the needs of corresponding products and customers, we can optimize powdered words from the aspects of interest, interest, service, service+interest and interaction. Interest-oriented: In the process of draining and adding powder, it is the simplest, most direct and most effective method to highlight interest points and value points. Interest-oriented: Many enterprises often ignore this point when doing drainage. In fact, interest can be used not only for drainage, but also for user precipitation. Service-oriented: reflecting high-net-worth service, compared with other enterprises, through service drainage offline or affecting users' precipitation and long-term repurchase. Services are highly sticky, especially professional services. Benefit+service type: the dual inducement of benefit and service is generally unavoidable, which is more suitable for beauty cosmetics or low-frequency and high-priced industries. Interactivity: Interactive methods can bring users closer, give people a familiar feeling and generate trust.