How do companies build and operate their own private domain traffic pool?

The main reason for the rise of private domain traffic is because traffic acquisition is becoming more and more difficult and costly, and the cost of a single effective flow is getting higher and higher, and with the disappearance of the traffic dividend, enterprises obviously feel the difficulty of growth. In the past, growth used to be traffic harvesting, just pull people over, how the final effect, how the user is fine-tuned operation, is not in the scope of the enterprise's consideration. But now is not the same, after all, the cost of users is getting higher and higher, the previous set of operation play does not apply to the current growth model.

So in 2021 the private domain traffic fire, the private domain traffic of that set of fine-tuning the operation of the model is also about the connection between the user to increase the loyalty of fans to achieve the pull of the new and sell goods; then how to build their own private domain traffic pool?

First, user scenario

Enterprises should establish connections from the perspective of serving users. Through the construction of the scene, the front desk to promote, service tracking, user incentives, etc., around the "digitalization of people" to serve the user.

Private domain management through the small program can provide a variety of scenarios to play, such as: small program enterprise display, invite new users to reward, points rewards, reservation service, shopping mall, member distribution and fission, etc., through the combination of WeChat / small program and various types of marketing forms, to establish different scenarios to attract users.

Second, IP personification

The premise of operating private traffic is to have a human touch, also known as personification IP. before doing e-commerce, the user is a cold number. The private domain traffic operation is "people". The users in the private flow, you have to operate them into your hardcore fans.

If you are building a personal IP, then these people are a group of readers and users who recognize you very much. If you are building your own product, they are loyal users of your product.

Because of their existence, your IP influence to build, product sales have further referrals, further amplification of the possibility. Because of the maintenance of the users in the private domain traffic, they will be the spokesman for their personal IP and products, and will not be able to help but publicize them among their friends and family.

Third, behavioral labeling

The establishment of user labels must be based on their own business model, for example, through the radar function of Plus Push's small program smart business card system, which intelligently acquires user attributes and behavioral data to establish user profiles.

User portrait production process:

1. Determine the target of use. Figure out which labels are useful and which are not. Sometimes too many labels affect the efficiency and accuracy of data analysis;

2, immediately focus on the user. Build usage scenarios and guide users to pay attention to them, and build your label database;

3. Big data analysis. Establish a label for brushing and analysis, when accumulating a certain amount of data and experience, you can gain insight into certain user behaviors and predict the next trend, active or lost;

4, the application of labels. According to the label attributes with the help of the system to customize the sending of SMS, WeChat, e-mail, small program messages, etc., more accurate push useful information to the user.

5, regular review and optimization. Through a certain period of testing, summarize the shortcomings of the adjustment and optimization.

With the most cost-effective way to get through the whole process, do not have to stick too much to the technical details and the data model is perfect, small steps, rapid iteration, to observe which link is not enough and then optimize it.

Fourth, content marketing

The core value point of the private traffic pool lies in the fact that users can be datamined, and the data can be used to guide actions. That is, through the data to the staff more accurate action advice; and user data can support more rational decision-making, to help enterprises build a healthier ecological cooperation.

This piece of content will require more specialized tools to help. This means that you need to collect first-party data, second-party data, and third-party data; you also need to analyze your customers finely, and develop some personalized marketing through the real data they provide. For example, data collection of men's needs and women's needs, different age groups, different interests of customers, and customers' purchase intentions. Their needs, their motives are different, in order to achieve the most optimized marketing effect, all have to implement different marketing strategies. And each of their consumption data for precipitation, analysis and utilization.

Fifth, word-of-mouth marketing

To establish a word-of-mouth mechanism, the self-organization and self-propagation of users, the formation of the production and distribution of real user content. This form of self-organization and self-propagation we call him word-of-mouth fission.

The most common means is the WeChat group of community interaction and dissemination and sharing of the circle of friends, as well as through some professional channels of dry grass and other content sharing. But want to bring word of mouth fission first to ensure the quality of the product, as well as to meet the needs of customers, so the correlation between word of mouth and content is very strong.