Private domain operation

Tips: If you like this article, please share it so that everyone can benefit from it. Please pay attention to the digital commercialization consultant of Lanzhong Lao Luo, and provide consulting services for the digital transformation and upgrading of all enterprise operations. Enterprises are aware of the necessity of digitalization and privatization, and also see that the migration of public domain traffic to private domain traffic is obviously accelerating, and the effect brought by private domain traffic is better and faster than expected. So what kind of private domain strategy should we adopt? Different industries, fields and categories adopt completely different private domain strategies. How are countless channels and accounts, resources, scenarios and platforms connected in series and associated with private domains? Use data to accurately analyze who your users are. Where is it? Then find your own private domain operation strategy. What should it be? Knowing users, knowing and being familiar with portraits and connecting countless platforms (private domain and public domain) will help us lay the foundation for thousands of people to operate, which is a general direction of private domain operation. To do a good job in private domain, the top-level model must start with three parts: traffic, private domain (user operation and maintenance) and product, which are indispensable. If there is no traffic to talk about private domain, you are playing hooligans. There may be no initial private domain traffic, but there must be traffic. First, traffic trading 1, traffic growth traffic is the market! This sentence has not changed! Twenty years ago, good transportation meant many people. To open a shop, you should choose a good location, and the merchants want to squeeze into the business circle and occupy Wangpu. Then the internet appeared, and online traffic began to separate offline traffic. But traffic has always been a battleground for businesses. To solve the problem of private domain traffic growth, we must first know what operations can increase traffic? Old customers split up, self-operated stores, self-operated online stores, cooperation channels, advertisements, self-media and offline push, no matter what mode, compared with the above seven, businesses can look at it according to their own enterprises. 2, global diversion traffic, we must find ways to direct all traffic to the private domain traffic pool. At present, the best private domain traffic retention is to put private domain users in corporate WeChat. There are roughly the following places where there may be traffic in the enterprise: personal WeChat, self-media, stores, e-commerce orders, cooperation channels, advertisements, and offline push where there may be traffic, all of which need to be directed to the private domain, no matter what way. Second, private domain traffic thinking With private domain traffic, you need private domain operation and maintenance. It is impossible for businesses to have a deal without actively contacting and attracting users. Private domain operation and maintenance mainly includes the following four aspects: 1. Matrix operation to retain users. Infrastructure should include: official WeChat account, enterprise WeChat +scrm, shopping mall, video number with transaction guarantee, text, video, customer service and tools to help businesses operate better and more conveniently. 2. There are only two kinds of trading operations: first purchase and repurchase. New customers buy for the first time, and old customers buy again. 3. Content operation. Content operations must be available. Whether you have the ability to produce high-quality content or not, as long as you show a sense of existence, you must do it. Three types of IP construction: founder IP, image IP, customer service IP WeChat official account SOP: product promotion, product text, marketing text, etc. Customer service number SOP: circle of friends, private chat 1V 1 video number. General enterprises should have at least: daily data, monthly data and annual data. Data can help businesses analyze user portraits, locate explosions, and drain products. Data support is the most powerful support for operation. Third, the product category layout enterprises will ultimately rely on products to speak, no matter how novel the gameplay is, no matter how good the promotion is, without the support of products, they will not be able to take a long-term road. Enterprises should have: drainage, marketing, profitability, brand and expansion. There will always be products that can be accepted and loved by the public, and there will be new customers. The customer base is actually changing. For example, a cosmetics company, in addition to being suitable for adolescent acne, needs a mature period to remove wrinkles and freckles, and the road to acne will only get narrower and narrower. Regardless of the size of the enterprise, each enterprise should make self-comparison according to these three fields, and choose the most suitable mode to lay out the private field to the maximum extent. It is a false proposition not to talk about traffic in private domain, and there is no "zero cost start". All aspects of drainage and operation need cost to maintain. There are no shortcuts, no "empty gloves and white wolves". It is not the goal of the process to establish a sustained and good customer relationship between enterprises and customers, and ultimately enterprises benefit from the foundation and process of relationship establishment. The key point of private domain traffic is one-to-one personalized operation and one-to-one precise operation. The use of time can only be maximized with the help of the system, and the value and effect of the system are completely different. Which brands are doing better in private domain traffic? The data shows that private domain traffic has the best effect, good operation, good data and good growth. Do private domain traffic operation every day, what is your operational grasp? What is the starting point of all operations? Yes, "relationship" has always been private domain traffic, simulating the formation, promotion and enhancement of one-to-many one-to-one intimacy. For example, during the epidemic, most branches were closed, but there was a remote store with good business. How did this happen? The store is small, the store manager knows who the regular customers are, and also knows the user's purchase cycle and preferences, so he adds the regular customers' WeChat and gives small gifts if nothing happens. For example, if you come shopping right away, I'll order you a cup of coffee. A cup of coffee may not cost much, but it gives users a different feeling. In addition, when the store manager comes back from a business trip, there will be small local gifts for every regular customer to taste fresh, which will help the regular customers to be very happy. They feel that although they just go here to buy something, their relationship with store managers and shop assistants is like girlfriends, which brings about performance growth, because everyone is willing to help girlfriends help bring people and brands closer. Nowadays, many traditional enterprises are also emphasizing relationships, because they realize the key points such as diffusion and repurchase, and the improvement of core performance depends on "relationships". Therefore, the essence of private domain traffic is not to say that private domain should be done. Advertising to users every day, the essence of private domain traffic is that we have a "one-on-one" relationship with users, so that users will be willing to bring us a series of related data such as repurchase, recommendation and conversion. Whether you can form different intimate relationships with countless users and finally realize one-on-one personalized operation may be an important topic behind the private domain. * Some pictures and reprinted articles in this column come from the Internet. In order to spread more industry information, the copyright belongs to the original author and is not used for commercial purposes. If there is any infringement, please contact to delete it. The writer is the editor-in-chief of Digital Commerce. This paper only points out that "seeing" represents personal views and shares them. You are not the only one who is eager to grow up. Now click on the "blue" font above and follow me. 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