Can’t do private domain?

In the era of digital marketing, private domain traffic is seen as a new engine for business growth. However, many companies and individuals have repeatedly encountered setbacks in private domain operations and have difficulty achieving the expected business value. What is the reason? In this article, let's take a look at the author's analysis.

Many people are calling for private domain development, but they have not been able to do it well.

Why?

It is better to reflect on the following four points and see where your problem lies.

01 Poor drainage

To do private domain, you must first ensure that there is traffic in the private domain, but many people have not done the first step of attracting traffic.

1. Channels

First, you must ensure that you have one or more channels that can provide stable traffic to your private domain.

This channel does not have to be online, it can also be offline.

Online channels can be public accounts, active additions, recipients of benefits, or content channels such as Douyin, Kuaishou, Zhihu, and Bilibili.

Offline, customers can add items when they visit the store, or they can scan codes on materials such as flyers.

The drainage channels must not only be stable, but also ensure sufficient traffic.

2. Accuracy

Not all traffic is valuable. For example, if you are selling luxury goods, but you are organizing an activity where users can add WeChat to get eggs, most of the users you attract will not consume.

You need to achieve accurate traffic diversion based on your own monetization goals.

The accuracy of drainage is closely related to two factors:

The first is content. Whether you are shooting short videos or doing offline activities, it is important what information you convey to users.

The second is bait. If you offer users the chance to receive three free eggs, the person you attract may be an old lady. If you offer users a three-day free test drive or trial, the person you attract may be a potential user.

02 The character setting is not good

Many corporate accounts operate in private domains, and the users are faced by machines rather than humans.

There is no point in such a private domain except joining a group to receive a coupon and make some money.

Many people would ask, then why do Meituan and Luckin Coffee still want to do private domains and set up store groups?

On the one hand, this kind of business has relatively high profits, and on the other hand, a lot of the money is paid by the merchants.

For Meituan, even if the price is very low, it is not a loss in the end.

Therefore, if you want to create a private domain for robots like this, the key depends on what business you are doing.

For example, the robot that previously distributed Taobao coupons only required users to send a Taobao link to the WeChat robot.

There are so many such tool-based and highly purposeful businesses.

But for many other businesses, you still have to show up as a real person.

Many people have problems with their character settings:

First, you are unprofessional and always appear in the capacity of customer service, operation, etc., so others have low trust in you.

Secondly, the stickiness is not enough. Since they are not bloggers, managers, founders, or experts themselves, there is little interaction between users and you.

Third, there are too many advertisements. Many people think that private domains are just for advertising, so with dozens of advertisements appearing on the screen every day, users will think of you as an advertiser and will think that your products and services are very average.

03 Poor interaction

What is our purpose in attracting users to the private domain?

Is it a deal?

In fact, the first step in attracting traffic to the private domain is to achieve better exposure. Only when the exposure in the private domain is restricted to a certain extent is the exposure the least.

However, private domain exposure is not limited to frequently posting on Moments to disturb users.

1. Have a quality circle of friends

For example, if you are a tea seller, your circle of friends should not only have tea selling advertisements.

There should be knowledge about tea, activities of tea lovers brewing tea around the stove, tea picking journey all over the mountain, and the hardships of staying up late to make tea. This is what customers in the circle of friends like to see, and it is easier to build trust.

2. Update at an appropriate frequency

No matter how good the content is, users will be annoyed if you post dozens of messages a day.

Of course, if you don’t send a message again within ten days or half a month, users will have forgotten about you long ago.

I personally suggest that the best circle of friends should be 3-5 posts a day, which is suitable for all industries.

Otherwise, if you send too many messages, the system will block you even if the user doesn't block you.

3. Keep interacting with users

Many people, after adding people on WeChat, just post to their own Moments and advertisements.

And apart from consulting, customers never take the initiative to like, comment or chat with them in private messages.

If you only treat users as traffic pools and paying users, then they will naturally dislike you.

The basis of WeChat is social networking among acquaintances. Even if you have never met in person, there should at least be interaction and impression, rather than crude advertising display.

04 Wrong product

The transformation of private domain is a complete process, and every link must be done well to maximize the value of private domain.

I have seen many bloggers with around 50,000 fans, and the effect of directing fans to private domains is very good.

I have tens of thousands of friends on WeChat and have nearly 10 WeChat groups.

Because her fans trust her so much, many people add her when she posts a QR code, but her monetization has always been average.

He shares how to raise children on his own account, and his private domain monetization is through learning check-ins, which costs 599 yuan a year.

This is where the problem arises. Many private domain monetization products are inconsistent with IP, content, services, and population.

For example, if your circle of friends is full of sex fans, and you try to sell West Lake Longjing tea at 2,999 per kilogram in your circle of friends, you will definitely not be able to sell it. Selling napkins is better than this.

First, the products need to match. For example, if most of your private customers are mothers, then selling maternal and child products, fruits, and women's clothing would be more appropriate.

Secondly, the price must match. The people in your circle of friends all get free tissues offline, so you must be cautious when selling products above 100 yuan.

When selling products in private domains, you need to look at who your private domain users are, from which channels they come, what their needs are, and how much spending power they have, rather than just selling whatever you want.

To close deals in the private domain, the key is refined operations.

Everything from the channels, baits, paths, and rhetoric for attracting traffic to the content, interactions, product selection, product activities updated in the circle of friends to every copy and illustration must be carefully considered.

Otherwise, no matter how many friends you have, it will have nothing to do with monetization.