This epidemic has caused some enterprises to pay attention to the operation of private domain traffic. I have seen many bosses pay tuition, buy mobile phones and build teams. But what I want to tell you today is that I found that many enterprises often have several misunderstandings when pursuing private domain traffic, which leads to being pitted. 0 1 wechat is not equal to private domain traffic. When it comes to private domain traffic, we will definitely talk about WeChat. However, some training institutions or some so-called tutors often equate private domain traffic with WeChat, which is biased. It can only be said that WeChat is a better way to carry private chat traffic at present, but it doesn't mean everything. Regarding private domain traffic, I think it can be accurately said that it has nothing to do with operators, but with people. For example, if you have your own accounts in Weibo, Tik Tok, Aauto Quicker and Xiaohongshu, and Xiaohongshu has 1000 fans, then this 1000 fan is your private domain traffic. The so-called private sphere and public sphere are relative. For example, Aauto Quicker has fans, headlines, circles and knowledge. Too narrow a definition will lead us to miss the layout of some channels and limit our access to traffic. Private domain traffic is not achieved overnight. Many bosses have taken many classes and attended many meetings. Including being boasted and brainwashed by some friends around me, full of infinite desire for private domain traffic. I have always thought that as long as I recruit a few people and buy a dozen mobile phones and micro-signals, private domain traffic will become one thing and my business will develop rapidly. This kind of understanding is quick success and instant benefit, and it will not happen overnight. Anything that tells you that you can get rich quickly is mostly a lie. We have to think clearly that the purpose of private domain traffic is to clinch a deal and sell, so you can sell goods directly by adding a user's WeChat? No matter how good the goods are, customers may want to shop around. Adding customer WeChat is only the first step. The factors that affect the final transaction of users include price, policy, trust and so on. Therefore, those companies that decided to set up the so-called private domain traffic operation center in the first month, reach tens of millions of users in the second month, and break through millions or tens of millions of sales in the third month. In most cases, it is self-confidence, self-deception, and can't go far. Private domain traffic will not be exhausted at one time. We should neither think that private domain traffic can be put into output tomorrow today, nor think that today's harvest will be discarded tomorrow! Liars may be this routine. If you add WeChat to collect money, it will be blacked out immediately, but it is definitely not the case for enterprises to do private domain traffic operations. I have seen many wrong cases of enterprises operating private domain traffic, such as adding a customer WeChat, and I can't wait to send dozens of WeChat to customers a day. The established WeChat group publishes dozens of products every day, and the circle of friends is full of product information, none of which is related to personal daily life and corporate dynamics. If you really want to do a good job in private domain traffic operation, don't take short-term benefits, but look far. We hope that users can buy a product twice or three times or become customers with annual fee renewal for a long time. I also hope that customers can use it not only for themselves, but also for relatives and friends. We hope that through long-term relationship cultivation, customers will be not only consumers, but also propagandists and distributors. The operation of private domain traffic is not just a department's business. Many business owners set various strange KPI indicators after establishing private domain traffic centers. Before the performance was finished, employees began to be scolded for failure. In fact, everyone has overlooked a very important point. In the whole sales process, product quality, platform reliability, service satisfaction, publicity and so on all affect the final user transaction. Therefore, the operation of private domain traffic needs the cooperation of various business departments. Good products and good models are the premise of private domain traffic operation. Private domain traffic operation first solves only the problem of accurate traffic, and finally the sales of products and services. Whether it is training or resource docking, or selling paid knowledge or physical products. The core is whether the product is good or not, whether it is attractive, whether it can make consumers pay the bill and whether it can be your agent. For example, if you want to do a project in WeChat business, your products include quality, price, brand, quantity, service and other factors, which all determine whether a product sells well or not. This is a purely hardware perspective, so if you want to develop agents to join in selling goods. The commission policy, agent level and brand endorsement of this product are all soft powers that agents value very much. For example, celebrity endorsement, from a well-known place of origin or a well-known domestic brand, these factors will affect the actual order conversion of users. And these are the standards to measure whether a product is a good product. If the product is not good, no matter how much traffic, conversion and repurchase, the effect is not good. The essence of private domain traffic is customer relationship management. Although private domain traffic is a new word, it still belongs to the operation and management of customer relationship in essence. Therefore, we can't completely deny the various welfare and service methods we have done around offline customers in the past. For example, what is the customer's identity, when is the customer's birthday, the customer's basic preferences, whether the customer is a member, and how often does the customer need to follow up. Including thinking about how to make customers more satisfied with our services and what activities need to be done. In fact, these methods are not much different from the means of private domain traffic operation in WeChat group, and some methods are still effective. Don't look for customer service, look for experts! Whether you join a club group, an insurance group or a beauty and skin care group, you will find that this group will gradually become a customer service group. From the owner of the group, the boss who operates and joins the group, it has become customer service. The group has become a problem-solving field, and more and more negative news has affected sales. This is because at the beginning, there were problems in cognition, orientation and division of labor. Many bosses think that the owner or service staff of WeChat group is customer service. If we are dealing with customers' problems, we hope that the fewer problems users have, the better. We also hope that users can only ask questions by phone, and even solve problems by robot customers themselves. But back to the fundamental purpose of our private domain traffic operation, I hope it is to sell goods and recruit agents. So what kind of people are more likely to sell goods? What kind of people can be represented? They must be consultants, experts, partners, managers and masters. For example, a slimming brand, each group has a certified health consultant, who has the relevant documents of an internationally recognized dietitian. Only these professionals can satisfy customers and generate trust. So, if there is so-called customer service in your community now, please change it immediately. Or find customer service for after-sales problems and experts for business problems. We can also do private domain traffic operations for products such as high-volume orders and low frequencies. We can neither listen to those deceitful experts who say that any industry is worth doing private domain traffic operation, nor give up some industries. For example, jewelry and jade, brand-name shoes, super luxury houses, life insurance and so on. , including medical care. High-quality customers pay more attention to one-to-one service, authoritative guidance and trust relationship, and it is easier to form the result of transaction and lifelong repurchase in sales relationship. We can also do some low-frequency products, such as wedding photography and house decoration. There are many cases in Tik Tok and Aauto Quicker. Of course, the low frequency does not correspond to the high passenger list. For example, I have seen private clinic services based on WeChat for skin management or orthopedic consultation. Users may spend 1 or twice a year. Every time they spend, there is 2 yuan in 300 yuan, but the business is quite good, especially in the local area. Even through the introduction of old customers, the business has been done in other provinces on WeChat. Therefore, it is not possible to judge according to the frequency of use and unit price of an industry or a project, but to judge whether one's own enterprise is suitable for the operation of private domain traffic according to the audience of one's own business, personal service ability and the ability to acquire users. Private domain traffic is not the only way for enterprises to grow. Customers are not privately owned by enterprises and will never leave. Even VIP customers will leave because of problems such as products and services of enterprises. Therefore, enterprises can't pin all their expectations on the operation of private domain traffic. Private domain traffic and public domain traffic simultaneously undertake the functions of acquiring customers, retaining and transforming enterprises. Moreover, public domain traffic is the most important source of private domain traffic, and brand building, content marketing and product output of public domain traffic can not be abandoned at any time. Private domain traffic operation is not the only way for enterprises to grow. Private domain traffic operation is definitely not a standard for all enterprises, but it must be a basic ability that all enterprises need to master. The above are some basic problems that I often find in the process of communicating with colleagues in some enterprises and departments recently. If you misunderstand the operation of private domain traffic at the beginning, it is likely to lead to a wrong chain reaction in subsequent operations. Finally, the core point of private domain traffic operation is the conversion of traffic, and the direct point is product sales. Just because you add users to WeChat, or you already have 10000 WeChat friends, doesn't mean that you can definitely sell the goods. The sales transformation of private domain traffic is based on customer trust, reliable products and efficient service. Therefore, adding customers to WeChat or pulling WeChat group is only the first step, and subsequent operations and services determine whether sales can be transformed and lasting. Welcome to exchange the latest gameplay and cases of private domain traffic with the author.