I. public domain traffic and private domain traffic
Private domain traffic is relative to public domain traffic. Public domain traffic refers to the mode that merchants directly enter JD.COM, Meituan, Zhihu and other public domain platforms to obtain traffic and then sell it. In essence, traffic is for all platforms. After paying a certain fee, merchants can acquire customers through search optimization, participation in activities, promotion and other ways to improve turnover and popularity.
At the initial stage of establishment, these platforms will attract merchants through a series of preferential policies, and the traffic cost at this time is low; However, with the continuous maturity of the platform, the traffic cost also increases. Merchants need to measure the relationship between the cost of obtaining traffic, commodity income and brand influence income, and formulate public domain traffic investment strategies accordingly. Accordingly, private domain traffic is a traffic pool on a closed platform.
On the basis of the initial relationship, through the trust relationship (community relationship) established between merchants and consumers, merchants can build their own platforms through different carriers to save, maintain and develop traffic. In this closed platform, merchants have freely controllable, free and reusable traffic. In other words, on the existing private domain traffic platform, merchants can repeatedly sell goods to "traffic people" without success.
The carriers of private domain traffic are usually personal micro-signals, WeChat official accounts, WeChat groups, applets and independent apps. Through these carriers, enterprises can directly reach their audience. For example, a store in Taobao is public domain traffic, and its followers and fans are its private domain traffic.
Second, create personalized customer experience based on private domain traffic.
The most remarkable characteristics of private domain traffic are flexibility and free use, which also increases the opportunities for merchants to interact with customers, and provides convenient conditions for refined customer service operation and personalized experience.
First of all, the most intuitive feature of private domain traffic is flexibility. Once established, on such a closed platform, merchants can dominate their own marketing methods to the maximum extent, and transmit information to "fans" anytime, anywhere and at any frequency, instead of being limited to the relevant rules of the platform, the main body of traditional public domain traffic. Convenient and fast channels and flexible and timely communication can not only quickly solve various problems encountered by customers, but also facilitate the provision of more timely personalized services for customers. Therefore, in a sense, the focus of private domain traffic operation is more on serving existing customers and improving customers' consumption experience through refined operation of customer service.
Secondly, when it comes to private domain traffic, most businesses are interested in its "free". Because merchants have established direct contact with "old customers", they can avoid the channel expenses of commodity promotion, and merchants can conduct marketing without paying any price. Of course, this statement is limited to this link, and the investment needed in the whole accumulation process of private domain traffic can not be ignored. The core of private domain traffic operation is customer relationship and consumer trust, which requires consumers to have a certain degree of preference for brands.
Brand is the largest private domain, and the process of establishing private domain traffic is actually a brand building. The reasons that drive customers to choose goods are nothing more than the products, services, word-of-mouth and price advantages of the merchants. All these require stores to enhance their own advantages through strategic investment, so self-built private domain traffic itself requires considerable consumption.
In addition, the maintenance of private domain traffic is also one of the daily expenses of merchants. The construction of private domain traffic is definitely not a once and for all thing. Brand management, management and maintenance of closed platform are all related to customer experience. Especially when there are problems with products or customers are dissatisfied, if this convenient "timely" communication channel cannot respond quickly, it will inevitably increase customers' dissatisfaction, which will be amplified and aggravated by platform customers.
Thirdly, the construction of private domain traffic platform increases the opportunities for businesses to interact with customers. Because merchants can directly connect with customers through their own management platform, they can share the latest marketing plan and product information to customers at the first time, and answer customers' puzzles and practical problems in the process of purchase and use at any time, so as to provide customers with personalized and timely services that meet their needs. It can be seen that the interaction based on private domain traffic platform can not only effectively improve the customer's consumption experience, but also help to promote "repurchase" and "innovation". Of course, it also increases the convenient channels for consumers to communicate with merchants, and can directly feed back their opinions and suggestions to merchants. In this interaction, merchants have a more intuitive understanding of customers' shopping frequency, preferences and other attributes, and it is easier to collect first-hand data, forming a more accurate and personalized portrait of customers. Based on this, they can provide goods and services that are more in line with their individual needs, enhance customers' cognitive experience, and achieve a win-win situation for businesses and consumers.
Third, the construction of private domain traffic platform.
Enterprises need to conduct self-diagnosis before building a private domain traffic platform. Because the ultimate goal of an enterprise after entering the market is to make profits, it is necessary to judge in advance whether the behavior of building a private domain traffic platform will bring benefits to itself.
Usually, the construction of private domain traffic platform is mostly used in fast-moving consumer industries, with high consumption frequency, short use time, wide consumer groups and high requirements for consumption convenience, such as food, clothing, cosmetics and so on. Some commodities with relatively low repurchase rate are not suitable for building private domain traffic platforms. Once the private domain traffic platform is built, it needs considerable cost to maintain. For goods with extremely low repurchase rate, such as houses and automobiles, it is almost impossible for merchants to get corresponding returns in a few years on the maintenance investment of private domain traffic platforms. People will consider more factors when choosing such valuable goods.
The construction of private domain traffic platform can be based on the following processes:
1, build a private domain traffic platform.
Due to the development of the Internet, the carrier forms of private domain traffic are constantly enriched. Companies should judge their own market, make clear the brand's market positioning, application scenarios, and the relationship between the application scenarios of private domain traffic and customer needs. For example, a fitness institution, with young people and middle-aged people as its main customers, hopes to attract traffic through fitness teaching, and prefers to build a private traffic platform through short video software such as Tik Tok and volcano video. Because this carrier can be well accepted by the audience of this age, it is easy to show the shared content in the form of video, which meets the needs of customers.
2. Attract customers into the private domain traffic pool.
The two most common ways to attract customers into the private domain traffic pool are interest induction and high-quality content. The specific forms of interest induction include: paying attention to WeChat official account to receive red envelopes, downloading APP to win cash, etc. This kind of induction can often quickly attract a large number of customers and win attention. However, the quality of customers obtained through interest stimulation is difficult to guarantee, and both consumption ability, consumption willingness and stickiness are generally low. In contrast, the short-term effect is not obvious by pushing high-quality content to attract traffic, but the "quality" of fans and consumers is higher.
3. Continuous customer psychological analysis and hot spot analysis.
After diverting customers to the private domain traffic pool, merchants should conduct psychological analysis on the customers in the pool. With the advent of the digital age, more and more merchants have launched convenient intelligent customer service, which can provide customers with 24-hour uninterrupted timely service. However, there are many disadvantages hidden in the intelligent service channel, such as imperfect response mechanism and inability to identify customer needs, so the service mode of "manual+self-help" may become the future service trend. Self-service port can quickly identify and classify customer needs, solve basic needs for customers, and feed back problems that intelligent customer service can't solve to manual customer service in time. With the help of artificial intelligence classification, merchants can quickly find out the classification of customer groups and their respective characteristics. Finally, combined with the analysis of market hotspots in the current season, the marketing pain points are comprehensively found out.
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4. Create "exclusive" customer service according to the results of customer analysis and hot spot analysis.
First of all, we should constantly establish and strengthen the trust relationship with customers. A very important theory of establishing trust relationship is to find or establish KOC (key opinion consumer), which corresponds to KOL (key opinion leader).
5. Recommend targeted solutions to guide customers to complete the transaction.
When the enterprise has established contact and trust with customers, it can provide them with "Amway" products through corresponding advertisements, provide them with convenient purchase channels and guide customers to complete transactions. At the same time, you can also stimulate the fission of traffic through quality content and activity encouragement. This process reduces the cost of obtaining customer traffic, improves the conversion rate of new customers, and thus improves the rate of return.
6. Collect customer feedback and update customer psychological analysis and hot spot analysis.
The construction of private domain traffic platform is a continuous updating process. The existing traffic pool provides a convenient platform for merchants. On this platform, merchants can continuously collect the first-hand information of customers, understand the update of customers' needs and even emotional changes, and at the same time, after summarizing this information, they can also help merchants update the analysis results and give timely guidance for the next marketing strategy update.
Therefore, the core of private domain traffic management should be long-term relationship cultivation. Through positive and benign interaction with customers, it not only helps to enhance customers' experience perception of enterprises and brands, but also helps customers to recommend them to people around them, and finally achieves the purpose of "retaining" and "innovating" customers. In short, only by operating the traffic attentively can we continuously accumulate and maintain the private domain traffic and bring long-term value to the enterprise.
Jiatui is a digital marketing technology provider. Since the first day of its establishment, Jiatui has been committed to accelerating enterprise promotion and obtaining customers. Jiatui independently developed more than 1 100 promotion components such as smart business cards, online shopping malls, smart briefcases, smart materials, smart folders and private domain traffic pools. Thousands of enterprises have successfully built a promotion platform through additional promotion, so that the marketing team and the sales team can promote it efficiently together. Over the past four years, Jiatui has focused on high-end retail, science and technology, medical care, education, real estate, automobiles, home furnishing and other industries, serving more than 30,000 customers such as Tencent, BMW, JD.COM, Aier Ophthalmology and China Merchants Securities.