Aug 03, 2022
Private Domain Marketing: Say Goodbye to Traffic Thinking to Create "Super Users", 4 Strategies for Private Domain User Management
In Plant Forum
In the era of "traffic thinking", it is eager to attract new users; in the era of "super user", it is necessary to serve existing users well. How to understand this sentence? The key is: grab new users, turn to old users, and focus on old users . Many people are thinking about how to attract customers and how to acquire new customers every day, but ignore the old customers in their hands. In fact, what should be considered more now is: how to provide high-quality services to old customers, manage the relationship with old customers , and then bring new customers through their word-of-mouth communication. This is the more permanent business logic. The real focus of the "super user" model is "relationship", turning inward, serving super users well , and building a city without worrying about no one defecting. 1. The core of private domains is to build relationships with users The value of users lies in their willingness to have a relationship with you. There are three steps in the realization of private domain traffic: user fanization, fan channelization, and channel communityization . These three transformations are essentially a process of never having a relationship with your users, entering a unilateral relationship, then converting from a unilateral relationship to a bilateral relationship, and finally entering a multilateral relationship. Multilateral relationship, that is, users take the initiative to organize activities, topics , and even related transactions related to you with other users. It is becoming more and more difficult today to generate transactions without establishing a relationship with users, which is why traffic is becoming more and more expensive. The relationship with the user constitutes the interaction of interests between you and the user . Building connections is easy, but building relationships is not. Many people do private domains, and they do not treat users as people at all, but as traffic, as leeks to be cut. However, users can be operated, but not private domains . Operating users is the core position of users, and the premise of building relationships is to create user value. Smart user management, driven by values, encourages users to participate, and allows them to gain a sense of value and even a sense of belonging in the interaction . Successful examples include the Harley Club, Xiaomi Community, "Guo Fan" Community, etc. 2. Build the private domain closed loop on the user ecology To establish long-term and stable relationships with more users, pay attention to the user's full-link life cycle . From the current industry trends and development, "private domain traffic" needs to be built on the user ecology , not just on the community, including community operations, community activities, membership systems, point systems, community operations, and IP operations. , forming a closed loop. 1. Screen torrent users who are suitable for KOC Relationships can be turned into channels. Users who have specific attributes and stickiness on their own platforms can be tapped, given “empowerment” and traffic inclination , turning them into “platform-type KOLs, KOCs” to drive platform consumption. How to build "cold-start private domain traffic construction work"? There are probably the following aspects: Do a questionnaire survey for target users . The specific content of the survey can involve "building a private domain traffic group", "beauty category", "family life category, etc., and find people on the site to formulate an empowerment plan. Questionnaire and registration links, You can use Qianchao's user information collection tool. Name, address, identity information, talent, presence or absence of social accounts on other platforms, number of fans, etc., user information collection tools (such as: Qianchao user information custom collection system) should be counted to telemarketing list facilitate the selection of operators to become official talents . Entering the private domain traffic to help manage the community and guide community interaction, through official training and participating in regular empowerment plans, you can become a platform-based KOL and KOC. 2. Generate strong links with users through the community No matter what kind of platform, or a single brand diverts traffic to IP, or a community or a private domain, three words are inseparable from "people, goods, and fields". This is the case in the education industry, fast-moving consumer goods, medical beauty and other industries. the same. In the era of private domain 2.0, more emphasis is placed on the "field". There needs to be a place for content to undertake/produce UGC , to improve the user life cycle, so that users can speak independently and realize value. Now is the era of openness, and everyone is eager to share their professional knowledge or experience.