Editor's Guide: No matter where you get traffic, if you want to turn it into private domain traffic, the indispensable undertaking tool is WeChat. So, how to drain accurate traffic to WeChat? The author shared his own experience by taking the drainage of residential quarters as an example. Let's have a look. Now, no matter what industry, it has begun to establish its own private domain user pool. Wechat is the best private domain user pool. Users use WeChat to undertake traffic, and then do a series of marketing, transformation and fission. And how to channel accurate traffic to WeChat and let WeChat have a steady stream of traffic is the most important part. Without a steady stream of accurate traffic, everything is empty talk. So what's a good drainage method? I share a very practical method of WeChat drainage, which is community drainage. Before talking about drainage in detail, we must first do a good job in the positioning and image building of WeChat. First do positioning, and then do a good job of building the image of WeChat through positioning (personal design), and then use the correct bait for drainage, so that the drainage is basically accurate fans. First, the essence of positioning is to know how to give up. The more you can position yourself in a field with serious vertical segmentation, the faster users can identify and remember you. Vertical, vertical, vertical again, this is the key for beginners. In some fields, there is great competition in the industry, and there are too many people doing it, so it is necessary to cut into the vertical segmentation field to make combination positioning. There are too many people doing it, especially many great gods. If you do it now, you will have no advantage. You must find a breakthrough, a small breakthrough. Breakthrough point can be done by fewer people but with high value. Find the vertical field, do combination positioning, and be the first in the subdivision field. Do a good job of positioning, let users distinguish you from other peers or others, and make it easier for users to identify and remember you. Positioning is simple, for example, you know to eat hot pot when you see Haidilao, and you will think of Haidilao if you want to eat hot pot. Then we have to position ourselves in order to stand out from the mass content and mass homogenization from the media accounts. There are too many homogenized contents and accounts now. In the mass information, how do you let readers choose you and how to attract users' attention and interest has become a difficult problem before us. Therefore, it is necessary to do a good job in user positioning, define user portraits, determine segmentation areas, and then focus on it for a long time. So how should we position it specifically? I think we should start from three aspects, one is personal positioning, the other is user positioning, and the third is account positioning. 1. What would I do if I positioned myself? What am I interested in? What am I good at? What are my strengths? What can I offer of value? Who needs it? To understand these problems, we must find the intersection of these problems. Because I am interested, I can stick to it better. Because you are good at it, you will become more confident. Because what you offer is valuable, someone will need it. Knowing who will need it can help you understand your user base. 2. User Positioning Who is your target user? What groups are they? On which network platforms will they appear? What are their characteristics? What is the user portrait like? What are the pain points, needs and interests of users? 3. Account positioning (equivalent to personal settings and labels) What are the needs of users? What do users want? What are the pain points of users? What problem does the user want to solve? What problems do users want to solve? What kind of profile or account do I want to create? Answer the above questions, and then do customer orientation from the above aspects. After choosing the right track and defining your own position, find your own differences in the segmentation field. "Positioning" wrote: If a brand wants to occupy a category in the eyes of consumers with limited capacity, the best differentiation is to start first, be the leader or forerunner of the category, and then differentiate the category, be the only subdivision category (that is, the first subdivision category) or be the opponent of the category first. Focus on segmentation+user insight+industry pain point analysis is the password for differentiated positioning. When looking for differentiation in a clear segment, you should ask yourself these four questions. Who is the user group? Is it bigger, stronger or deeper? What are the pain points of the industry? What problems have been solved for users? We need to find a subdivision requirement to do. Segmentation demand is consumer demand, that is, users are willing to spend money. If you want a scene where users are willing to spend money, under what circumstances are users willing to spend money? Why are you willing to spend money? What do you want (don't want to lose)? what can I do for you? What can I help you avoid? Second, the construction of WeChat image (personal design) WeChat image (personal design) is actually what others know about you, what others think of you, what others think of you, what others think of you, what abilities and qualities you have, and what you have done. After users add you, they will get to know you through your nickname, avatar, personalized signature, circle of friends cover and circle of friends, and also make a first impression on you through these. The first impression of others on you is the basis of shaping value and building trust, and value and trust are the premise of reaching a deal. So nicknames, avatars, personalized signatures, friends circle covers and friends circle are all important. 1. Nicknames Nicknames should combine your positioning and make five combined nicknames to let users know what you do. Name+identity name+value name+enterprise name+brand name+belief: four characteristics of a high-quality name that shows personality and values: easy to remember, intuitive to understand, easy to search and easy to spread. 2. You can use your own head portrait, which should be beautiful and true and conform to your personal positioning. 3. Personalized signature is a supplement to nicknames, indicating their identity, business scope, skills, value, products, brands, companies, etc. In more detail. 4. The cover of friends circle can highlight your advantages and strengthen brand display. The cover can show the brand, team, products, business, etc. The cover of a circle of friends can be made into a picture, including your head, your identity, your career, your achievements and the value you can provide. It's best to add an effect, such as a fitness instructor, who can say that the effect must be specific data. 5. Friends circle Generally, after we add WeChat, we will look at each other's friends circle first. The same is true for your users. They will also visit your circle of friends if they add you. The circle of friends focuses on outputting interaction, life content, product relevance and providing value, while the video number and official WeChat account create a professional image. After adding WeChat, most people will first look through this person's circle of friends to see what he has sent before, what opinions he has published, what articles he has forwarded, what hobbies he usually has and where he has been, thus forming a first impression. So users can get to know you through friends circle and private chat. Users can get to know you, know you and know what kind of person you are through the circle of friends. So we want to show the side you want to show to the users through the circle of friends. The most important thing in a circle of friends is to show, not to sell. What matters is marketing, not coercion. What matters is the user's thinking, not the self's thinking. What matters is altruism, not egoism. Friends circle should know how to package, display value, self-display, product display and user praise display. To a large extent, users can establish contact with you through the circle of friends, increase contact, build trust and increase trust. So design your circle of friends and remember that the circle of friends is not random. The circle of friends is a very important position to show yourself. What others know about you, what others think of you, what others think of you, what others think of you, what abilities and qualities you have, and what you do. These can be shaped and conveyed to users through the circle of friends. So the circle of friends needs to be shaped and designed. Therefore, we should know how to design personal image and design users' cognition, impression, value and function to us. What do you want others to think of you, what impression you want others to have on you, and what cognition you want others to have on you. This requires you to design. The circle of friends is for you with temperature, IP design and excellent quality. In fact, you can be what you want others to think you are. To design and build your own personal design, personal design is not a false personal design, but the real you. Just according to the user's preferences, selectively enlarge some facts and characteristics. It is necessary to analyze what kind of people your user group wants, who wants to help them solve problems, and what kind of identity people users want to help him. This is your plan. For each of us, if we don't master your own circle of friends and personal brand, and don't know how to present ourselves, others will definitely label you in a mess. To analyze users' preferences, needs and pain points, what kind of people users like you, what content users want to see in your circle of friends, what users want you to give him, what you can get from you, and what benefits you are doing can bring him. Your circle of friends is for users, so you must think from the user's point of view. If we want to know what users want to see, we will send out what content. What do you want users to think you are? Think from the user's point of view: what is helpful, valuable, impactful and interesting, what I like to see and what I want to see. Four types of content in the circle of friends: (1) Value-based content sharing experience, dry goods and knowledge. Analyze user pain points and problems, and then solve them in a targeted manner. Provide value, show your professional ability to users and create a professional and reliable image. Valuable content, content that can solve user problems, and content that is helpful to users. Don't write dry goods directly. I won't cherish it when I come up, or just look at it, or feel that I am right and have no other feelings. The method of writing dry goods: cut in and throw out questions with a demand point, pain point or scene, ask yourself and answer yourself, and break the general cognition of users. Many people say that A is right, but you say that B is right, and give reasons and evidence. At this time, users will think that you are very professional. (2) Exhibition content ① Exhibition style, personnel design, labels, personality and quality ② Daily life: let users know you, know you, know you and be familiar with your circle of friends. They must have positive photos, image photos and show their faces. If you attend some important occasions, you should also take a positive photo of your circle of friends. Because users turn to your circle of friends to see you and see what you look like, this is everyone's curiosity. At the same time, it can also make users more familiar with you and trust you more. 3 link permissions, such as taking photos with celebrities and bosses, and taking photos of important events. Interact, communicate, study and have activities with big bosses. (4) Show your own work; (8) Show gratitude and responsibility; (8) Show the road to growth; (9) Show your past experience; (9) Show the professional relevance; (3) Show the brand, product user feedback, user praise and user testimony of sales-oriented content: It shows that your product is very popular. When selling products, don't directly talk about the characteristics of products, but stand in the perspective of buyers, consumers and users. (4) Interactive content should always interact with WeChat friends: private chat, friends circle likes, comments, and interactive friends circle. Have at least three conversations with users and five interactions in a circle of friends before users will gradually trust you. Never be a stranger on your friends list. Try to get users to help you, let users help you make choices, and then give them gifts. Red envelope interaction requires users to do multiple-choice questions instead of answering questions. Users don't want to think too deeply. Interactive welfare circle of friends: once a week, for example, friends like to send gifts and red envelopes, if it is 5253545, it will be sent. Gifts should be related to your products and what you have done. The five people who commented the most attentively gave gifts and red envelopes. There are many copywriters, as follows: I don't know which title to choose, list it, let users help you make a choice, don't know which note-taking tool is easy to use, list it, let users help you make a choice, don't know what to eat at night, list it, let users help you make a choice, and so on: send materials, red envelopes, coupons, samples, books. The benefits you give should be related to your products and what you do. Need to improve the interaction rate of friends circle. No one likes the circle of friends, no one comments, or: the user didn't see you, maybe the user didn't see the circle of friends at this time when you posted, so you need to make more friends. Either I see you but I'm not interested, so I want to send what users like, want and are interested in. Or he doesn't pay much attention to you, because there are too many people in his circle of friends to brush you or skip directly, so he needs to improve his usual interaction. Friends circle should be real, real and alive. You should know that it's not that no one likes and comments in your circle of friends, but that others can't find reasons to like and comment, so why do you like selfies and life information more, but the quality of friends that advertisers like is less: the content clarity and matching of typesetting, pictures and videos are all appropriate. Psychological suggestion content should be able to activate the interaction of fans. Third, drainage. It is about how to locate and establish the image of WeChat (personal design). Let's talk about how to do drainage. Wechat drainage has a very practical method, which is community drainage. Four elements of drainage: channel+content+bait+hook. In the right channel, show your value with the right content, gain trust, and then drain with the right bait and hook. The channel should be correct, the channel should gather most of the target users, the content should be valuable to the target population, and the bait should be attractive to the target population before putting the hook. Channels and bait determine the effect of drainage. High-quality content is the perpetual motion machine of traffic. Hooks should be put right, and some platforms and channels prohibit articles from putting micro-signals in, which is to be avoided. Think clearly about which paying groups your target users will appear in. When the relevant communities and forums continue to export value and have a certain degree of influence and trust, they begin to drain and put hooks. How do I know where the user is? The needs of target users in your field and other needs of target users. The content of drainage should be consistent with the tonality of communities, forums and websites. People have various needs. Generally, your content/product can only meet one kind of demand of users. Think about it, what else do your target users need? Shopping? Study? Entertainment? Industry exchange? Most of the communities are paid WeChat groups and knowledge planets. Find out which payment groups your target users will appear in, and then join this community. How to get a group? Search for knowledge planet WeChat: official account of industry WeChat, keywords, many official accounts of WeChat have established community douban, post bar and other drainage content to be consistent with the tonality of the community. Continue to export high-quality content and value in communities and forums, and wait until you have a certain influence and trust to start drainage, that is, put bait hooks. At the beginning, you can join the relevant communities, join the WeChat group with targeted users, and then share high-quality content, dry goods, cases and experiences, persist in altruism, share and show your self-worth. At the same time, I also have a good relationship with the group owners and ask them if they can push their official WeChat account in the group, but only if they express their views, share their experiences, output valuable content and show their self-worth, and there is no conflict of interest with the group owners. When they do this and show their self-worth, someone will add themselves or you can directly push your official WeChat account. Pushing the official WeChat account must be approved by the group owner. In a group, you should also know how to show yourself and show your value. Your own value, including knowledge and experience, can be shared, and other people's problems can be solved by yourself and for others free of charge. Pay to enter the community, express opinions, share experiences, export value content, show self-worth and contact big bosses. The most important thing in the group is to actively link the big brothers, because if they are willing to help you push, the effect is very good. Several points that group drainage should know: know the rules, first obey the rules, then drain the output value, build trust, be friends, find key nodes, and link big names. Key nodes are activists in the community, people who have the right to speak, and group owners are actually typical key nodes. Key nodes and bosses can help you make recommendations or interact with you to actively provide value and altruism, actively answer user questions, actively show themselves, passively drain and other target users to actively add their own friends, altruism, sharing, providing value, self-worth and reliability. These are all very important elements of IP and drainage to help others and achieve themselves. This is also a very important platform, channel and community for IP and drainage, and it is definitely more important to pay attention to your own interests. Therefore, we can't harm the interests of our partners. To achieve a win-win situation, we should not only consider that we'd better actively participate in the activities of community organizations. After entering the community, you must give out red envelopes, introduce yourself, and then share more and provide more value. Self-introduction: realize seamless natural drainage. Advantages of using data packets as bait: low cost and permanent recovery. Easy to spread, put personal micro-signals and official WeChat accounts in the data package. For different types of users, prepare a variety of data packets and provide different drainage values. And constantly update data packets. material