How can enterprises efficiently and cost-effectively build a private domain traffic platform?

2021 The 2020 National Economic and Social Development Statistics Bulletin released by the Bureau of Statistics shows that the number of people online in China has reached 100 million, and the Internet penetration rate has reached, signaling that the Internet traffic is increasingly close to saturation. With the increasing competition among enterprises, the cost of traffic acquisition is becoming more and more expensive, and how to efficiently and cost-effectively obtain traffic has become one of the key points of exploration and concern for enterprises.

I. Public domain traffic and private domain traffic

Private domain traffic is relative to public domain traffic. Public domain traffic refers to the mode of merchants directly stationed in Jingdong, Meituan, Zhihu and other public domain platforms to obtain traffic, so as to carry out sales. Essentially, the traffic is owned by the platforms, and merchants pay a fee to enter the platforms and then optimize their search, participate in events, and conduct promotions to acquire customers, increase volume, and increase awareness.

These platforms, in the early stages of establishment, will attract merchants through a series of preferential policies, at which time the cost of traffic is relatively low; however, as the platforms continue to mature, the cost of traffic has also increased. Merchants need to measure the relationship between the cost of acquiring traffic and the revenue from merchandise and brand impact, and develop public domain traffic investment strategies accordingly. In contrast, private domain traffic is a pool of traffic on a closed platform.

Based on the initial relationship, and through the trust that has been built between the merchant and the consumer (the community relationship), the merchant can create their own platform through different vehicles for saving, maintaining and developing traffic. In this closed platform, the merchant has a free, free, and multi-use traffic that can be freely controlled. In other words, on the existing private traffic platform, merchants can repeatedly sell their products to the "traffic" at no cost.

Private traffic carriers are usually individual micro-signals, public micro-channels, micro-channel groups, small programs, and autonomous apps, etc., through which merchants can directly reach their audiences. For example, a store on Taobao is public domain traffic, while the followers and fans of this store are its private domain traffic.

Second, based on the private domain traffic to create a personalized customer experience

The most significant feature of the private domain traffic is that its use of the flexibility, free of charge, but also increases the opportunity for merchants to interact with customers, which provide a convenient condition for the fine-tuning of the operation of the customer service and the creation of personalized experience.

First, the most intuitive feature of private traffic is flexibility. Once established, on such a closed platform, merchants can maximize their own marketing approach, delivering messages to their "fan base" at any time, with any frequency, and no longer limited to the rules of the platform, which is the mainstay of traditional public domain traffic. Convenient channels, flexible and timely communication, not only can quickly solve the various problems encountered by customers, but also facilitate the provision of more timely and personalized service to customers. Therefore, in a sense, the focus of private traffic operation is more on serving the stock of customers, and improving customers' consumption experience through the refined operation of customer service.

Secondly, when it comes to private traffic, most merchants look at it as "free". Because the business has established direct contact with "old customers," the cost of promoting the product channel is eliminated, and the business can be marketed without having to pay any price. Of course, this statement is only limited to the link, in the whole process of accumulating private traffic should 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 brand preference.

The brand is the largest private domain, the process of building private domain traffic is actually also a kind of branding, driving customers to choose goods is nothing more than the merchant's products, services, word of mouth and price advantage, etc., which all need to store to enhance their own strengths through strategic inputs, so the construction of the private domain traffic itself, will require a considerable amount of 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, the operation of the brand, the management and maintenance of the closed platform are all related to the customer experience. Especially in the commodity problem or customer performance dissatisfaction, this convenient "timely" communication channel if you can not quickly respond, will inevitably increase customer dissatisfaction, and this dissatisfaction will be amplified and intensified by the platform customers.

Once again, the construction of a private traffic platform increases the opportunity for merchants to interact with their customers. Because merchants can directly connect with customers through their own platforms, they are able to share the latest marketing programs and product information with their customers, answer their questions about their purchases and use, and provide personalized and timely service that meets their needs. It can be seen that the interaction based on the private traffic platform can not only effectively improve the customer's consumption experience, but also help to promote "repurchase" and "pull new". Of course, for consumers, it also increases the convenient channel of communication with merchants, and they can directly feedback their opinions and suggestions to the merchants. In this interaction, merchants have a more intuitive knowledge of the customer's shopping frequency, preferences and other attributes, and it is easier to collect first-hand data to form a more accurate, highly personalized customer profile, according to which you can provide more personalized needs of the goods and services to enhance the customer's perception of the experience, to achieve a win-win situation for both merchants and consumers.

Three, the construction of the private domain traffic platform

Before the construction of the private domain traffic platform, enterprises first need to self-diagnosis. Because enterprises enter the market, the ultimate goal is to hope that the profit, so to determine in advance to build a private traffic platform this behavior will bring their own income.

Usually, the construction of private traffic platform is mostly used in FMCG industry, which has a high consumption frequency, short time limit, a wide range of consumer groups, and high requirements for the convenience of consumption, such as food, clothing, cosmetics, etc. Some of the products with a relatively low repurchase rate have a low repurchase rate, and some of the products with a low repurchase rate have a low repurchase rate. Some goods with relatively low repurchase rates are not suitable for building private traffic platforms. Once built, private traffic platforms require considerable costs for maintenance, such as housing, automobiles, and other products with extremely low repurchase rates, and it is difficult for businesses to get a return on the investment made in the maintenance of private traffic platforms within a few years, and people will have more factors to consider when choosing such expensive goods.

The construction of a private traffic platform can be based on the following process:

1. Constructing a private traffic platform

Since the development of the Internet has led to the continuous enrichment of the carrier form of private traffic, a company has to judge the market in which it is located, and make clear the brand's market positioning, the application scenarios, as well as the relationship between application scenarios of the private traffic and the customers' needs. For example, a fitness organization, which takes young people and middle-aged people as its main customers and hopes to attract traffic through the teaching of fitness exercises, prefers to build a private traffic platform through short video software such as Jitterbug and Volcano Video as carriers. Because this type of carrier can be well accepted by the audience of this age group, but also easy to share the content in the form of video visualization, to meet the needs of customers.

2. Attracting customers to the private traffic pool

The two most common ways to attract customers to the private traffic pool are benefit inducement and quality content. The specific manifestations of the interest inducement are: pay attention to the public number to receive red packets, download APP to win cash and so on, this kind of inducement is often able to quickly recruit a large number of customers, to win attention. However, it is difficult to guarantee the quality of customers obtained through interest stimulation, whether it is the consumption ability, willingness to consume or stickiness are generally low. In contrast, the method of attracting traffic by pushing high-quality content is not obvious in the short term, but the resulting fan base and consumer "quality" are higher.

3. Continuous psychological analysis of customers and hotspot analysis

After attracting customers into the private traffic pool, merchants have to analyze the psychological analysis of the customers in the pool. With the advent of the digital era, more and more merchants have introduced convenient intelligent customer service, intelligent customer service can provide customers with 24-hour uninterrupted and timely service. However, the intelligent service channel also hides many drawbacks, such as the response mechanism is not perfect, can not identify customer needs, so the "artificial + self-service" service may become the future service trend. The self-service port can quickly identify and categorize customer needs, solve the basic needs of customers, and promptly feedback problems that cannot be solved by intelligent customer service to artificial customer service. Merchants use the classification of artificial intelligence to quickly find out the classification of customer groups and their respective characteristics. Finally, combined with the analysis of the seasonal market hotspots, comprehensively identify marketing pain points.

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4, according to customer analysis and hotspot analysis results to create "exclusive" customer service

First of all, we must continue to establish and strengthen the relationship of trust with customers. An important theory in the construction of trust relationship is to find or build KOC (Key Opinion Consumer), corresponding to KOL (Key Opinion Leader).

5, targeted recommended solutions to guide customers to complete the transaction

When the enterprise and the customer to establish a relationship of contact and trust, you can through the corresponding ads, to them "amenable" goods, and provide them with convenient purchase channels, to guide customers to complete the transaction. At the same time, you can also incentivize the fission of traffic through high-quality content, activities and other incentives. This process reduces the cost of acquiring customer traffic and increases the conversion rate of new customers, thus increasing the rate of return.

6, collect customer feedback and updated customer psychological analysis and hotspot analysis

The construction of the private domain traffic platform is a constantly updating process, the existing traffic pool provides a convenient platform for merchants, merchants on this platform can constantly collect first-hand information about their customers, to understand the customer's needs updates and even emotional changes, and at the same time, the aggregation of this information, but also can be This will help them to update their analytics and provide timely guidance on the next marketing strategy update.

The core of private traffic management should be long-term relationship cultivation, through positive and benign interactions with customers, which not only helps to improve customers' perception of the experience of the enterprise and the brand, but also their willingness to recommend it to the people around them, and ultimately to realize the customer's "retention" and "pull new". The purpose of "pull new". In short, only through careful management of traffic can we continue to accumulate and maintain private traffic, bringing long-term value to the enterprise.

GaPush is a digital marketing technology provider, and has always been committed to accelerating enterprise promotion and customer acquisition since the first day of its establishment. Plus push completely independent research and development of intelligent business cards, contacts mall, intelligent briefcase, intelligent materials, intelligent folders, private domain traffic pool and more than 110 promotional components, tens of thousands of enterprises through the plus push successfully build the promotion of the middle stage, and let the Marketing team and the sales team to collaborate, efficient promotion. 4 years, plus push focus on high-end retail, science and technology, health care, education, real estate, automotive, Home and other industries, and served more than 30,000 customers such as Tencent, BMW, Jingdong, Aier Ophthalmology, China Merchants Securities and so on.