What is enterprise private domain traffic?

The so-called private domain traffic means that it can be used repeatedly for free, and it can be reached at any time. Users are deposited in official WeChat accounts, WeChat groups, personal micro-signals, headline numbers, Tik Tok and other self-media channels. Compared with Taobao, JD.COM, Baidu and other public domain traffic platforms, it belongs to the "private assets" of businesses.

Generally speaking, users are in the hands of businesses or enterprises themselves, and users are willing to play together to create their own closed-loop traffic.

In the long run, private domain traffic will be more valuable to enterprises and truly belong to intangible assets of enterprises. It is precisely because of this that Mimeng, Xinshixiang, reading at ten o'clock and other self-media will have such great value and get huge valuation.

What is the value of private domain traffic to enterprises?

Directly reduce marketing costs.

In the past, users bought them, and the company did not take the initiative to "contact" them, such as stores or Taobao. After the buyer bought it, the whole transaction process was completed. After that, he is not the merchant's own customer, but can only be called an old customer who has bought products in our store.

If the seller wants to contact him again, it is more difficult to contact him actively. However, if every buyer can make a deposit on a unified platform of a merchant, such as WeChat group and live broadcast room. , is not the same.

Prevent the loss of old customers

The so-called retention of old customers, in addition to making good products, businesses must always arouse the memory of TA.

Now the competition is fierce, and your opponent's new customer is likely to be your old customer yesterday. Simply relying on products to connect customers is only at the level of buying and selling relationship.

Customers may leave when competing products introduce products with lower prices and better quality. So we need to establish emotional interaction with customers.

Once customers buy my products, they will often participate in activities and occasionally interact in our VIP customer base, self-media platform and live broadcast room. This is not just a product buying and selling connection.

It is more conducive to shaping the brand.

Brand can be said to be a customer's cognition of enterprise spirit. Once established, it has a great influence, that is, loyalty. But it is not only related to product shaping, corporate mission culture, employee service, product experience and so on. Brands must make people feel temperature and trust.

Building a private domain traffic pool, customers can feel corporate services at close range, communicate with other customers at the same time, and enhance their brand awareness from other people's word of mouth, which will have a superimposed impact, which is 100 times more effective than educating customers by enterprises themselves.

How to establish a private domain traffic pool?

Single WeChat official account mode

Pure WeChat official account mode is already very difficult. After the bonus period in the official WeChat account has passed, the content is highly homogeneous and the opening rate is very low. It is difficult to produce high viscosity with users, and its value is basically limited or even marginalized.

Single personal wechat mode

This is a popular WeChat business or community model in recent two years. Facts have proved that this method has strong vitality and high acceptance.

But there are also many disadvantages:

1. There is a lot of news and useful information is overwhelmed, so it is difficult for you to spend time and energy looking for it;

2. Chatting is intensive, and your questions will be swallowed up by chatting information and you won't get the answers you need.