Revealing the secrets of refined operations in private domains: four dimensions, three key points, and three steps to help you master the secrets of private domain traffic!

"Private domain traffic is not a pond, but a garden that needs to be carefully cultivated." This sentence profoundly reveals the core of private domain operations - refined operations.

Simply accumulating private domain traffic can no longer meet the needs of enterprises. Many enterprises are facing such difficulties in private domain operations: low user engagement, low conversion rate, insufficient data utilization, etc. These problems not only affect the effective conversion of private domain traffic, but also restrict the long-term development of enterprises.

Refined operation is not just a simple management of traffic, but also a deep insight into user needs and precise service. It requires enterprises to perform meticulous operations in multiple dimensions such as user stratification, content customization, and interactive feedback to achieve accurate reach and deep influence on users.

Today, this article talks about the refined operation of private domains, which is divided into two parts: what is the refined operation of private domains and how to do it. If you think the article is good, please like, forward and read it.

01 What is refined private domain operation?

Refined operations in the private domain emphasize deep insight into user needs and precise implementation of operational strategies.

It requires us to dig out the real valuable users from the huge user group and improve user satisfaction and loyalty through personalized contact and service. This is an in-depth dialogue about users, content and strategy, and it is the only way for enterprises to transform and upgrade their private domain operations.

When it comes to refined operations in the private domain, we have to reiterate the process streamlining of the user life cycle and the matching of people, goods and places. Below we analyze the content of refined operations in the private domain through four dimensions: user life cycle process (business process streamlining), matching of people, goods and places (user tags), resource collaboration and the combination of carrier platforms.

1.1 Four perspectives on refined private domain operations

1.1.1 User life cycle process (business process sorting)

The first step in refined operations is to summarize the user process, which is also the core of refinement. It includes the time and behavior of users after entering the private domain . The relationship between the two is mutually integrated rather than single.

Taking the sales of new energy vehicles as an example, we can clearly see a typical user life cycle process: potential users, store experience, adding corporate WeChat, test drive experience, payment of deposit, vehicle delivery and purchase of follow-up services, etc.

Potential users are initially in the information collection stage. They will browse advertisements and check reviews through various car apps or platforms to learn about cars of different brands. At this time, the private domain operation team of the car company can attract users' attention by accurately placing advertisements and publishing high-quality content on these platforms, and guide them to leave contact information. This is the first step for users to enter the private domain traffic pool. Most potential users will walk into the store within a period of time after seeing the relevant information and start to experience the car up close. Entering the store is like an important turning point, marking the user's move from initial online understanding to in-depth offline experience.

After entering the store , the sales team will guide users to add WeChat for Business so that they can continue to communicate and provide services to users in the future. Generally speaking, most users will add WeChat for Business on the day they enter the store, which also lays the foundation for the subsequent marketing actions of the car company.

Next is the test drive , which is a crucial experience in the car-buying process and directly affects the user's purchasing decision. The sales team will actively contact the user and invite them to the store for a test drive based on the information left by the user. Once the user agrees and participates in the test drive, they will have a more intuitive understanding of the vehicle, which also provides the sales team with an excellent opportunity to convince the user through detailed product introductions and outstanding selling points.

After the test drive, if the user is satisfied with the vehicle, they will enter the stage of paying the deposit . Usually, the user will decide whether to pay the deposit within one to two weeks after the test drive. This period of time is the period that car companies need to focus on and actively follow up. After paying the deposit, the user begins to look forward to picking up the car, which is generally completed within one to three months. During this waiting process, the private domain operation team of the car company cannot relax and needs to continue to provide users with information on vehicle production progress, relevant car maintenance knowledge and other content to enhance users' expectations and trust.

Finally, the user's car pick-up does not mean the end of the entire life cycle, but the beginning of the stage of purchasing follow-up services . Car companies can provide users with regular maintenance reminders, preferential after-sales service packages, car owner activities and other information through private domain platforms, further improving user satisfaction and loyalty, and laying a good foundation for users to buy a car next time or recommend others to buy a car.

For other industries, although the specific processes and time nodes may be different, the basic logic of the user life cycle is similar.

Companies need to conduct in-depth research on their target user groups, summarize the key nodes and user behavior characteristics at each stage, and use this as an anchor to design an operational cycle to reach users, ensuring that accurate and high-quality services and marketing can be provided at each link, thereby achieving efficient conversion of private domain traffic and maximizing user value.

1.2 Matching people, goods and places: User tags

In the first part, we have been discussing the user life cycle, starting from the user's recognition of the brand, to familiarity, to purchase, and finally possible churn.

Of course, churn can occur at every stage, including the purchase stage. Then, when it comes to the stage of high recognition, users may spread word of mouth. For example, low-priced and high-frequency products may make purchase decisions quickly and repurchase, while the decision cycle for bulk commodities is longer.

Next, we return to the matching of people, goods and places, the core of which is to achieve accurate matching based on user tags. Next, let's talk about how to use user tags to complete the design of user life processes.

1.2.1 Content about people in private domains – labeling and user portrait analysis

Labeling and profiling users is the basis for understanding users. By collecting and analyzing user data, we can sort out basic information such as gender, age, and income stratification.

For example, through user registration information and purchase records, it can be judged that some users are young white-collar workers in companies who pursue fashion and pay attention to the appearance and brand image of products; while another part may be housewives who pay more attention to the practicality and cost-effectiveness of products.

Young users aged 20-30 may be more interested in trendy cosmetics, while users aged 30-45 may be more interested in anti-aging skin care products. Through these labels and portraits, users’ needs and preferences can be accurately grasped.

1.2.2 Product (goods) structure in private domain

Not all products are suitable for trading and dissemination in the private domain. Companies need to identify products with potential in the private domain. For the beauty industry, some products with unique selling points, high cost performance or limited edition are more suitable for promotion in the private domain.

For example, exclusively developed skin care formulas, makeup series in collaboration with well-known designers, etc. These products can arouse users' curiosity and desire to buy, and easily form topics and spread effects among private domain users.

1.2.3 Purchase and usage scenarios in the private domain

It is also important to understand the user's purchase and usage scenarios. In terms of purchase scenarios, young white-collar workers may browse private domain malls to make purchases during lunch breaks or on the way home from get off work; housewives may check private domain discount information in between doing housework.

In terms of usage scenarios, office workers may need products that are easy to carry and quick to apply, such as air cushion foundation; while women at home may need masks and essences suitable for daily care.

1.2.4 User tags are linked to person-cargo-site matching

Once we have accurate user tags, we can match them with products and scenarios. For young white-collar workers who pursue fashion, we recommend limited edition fashion cosmetics to them during lunch break; for housewives who value cost-effectiveness, we push practical skin care sets that are currently on sale during evening leisure. Through such matching of people, goods and places, we can accurately meet user needs in private domain operations, improve user purchase conversion rate and loyalty, and achieve the goal of refined private domain operations.

1.3 Combination of load-bearing platforms

Next, let’s discuss the combination of private domain hosting platforms, which I also wrote about in one of my previous articles:.

In the refined operation of private domains, different platforms within the WeChat ecosystem have unique positioning and functions . The following is an analysis of each platform and common combinations:

1.3.1 Positioning of each platform

• Official accounts: They are a window for brand content dissemination and image building, and are also an important entry point for private domain traffic. By publishing high-quality content, such as industry information, product introductions, and tutorials, they can attract the attention of potential users and enhance the stickiness of existing users. At the same time, data analysis tools can be used to understand users and develop precise marketing strategies.
• Enterprise WeChat (often used in enterprise WeChat operations): It can conduct one-on-one in-depth communication with users, provide users with personalized services and care, and enhance users' sense of belonging and trust. It is highly flexible and instant, can quickly respond to user needs, and accelerate user conversion and repurchase.
• Community: It is a gathering place for users, where members gather around common interests, needs or goals. It is not only a place for information exchange, but also a space for emotional resonance. It enhances the sense of participation and cohesion of members through community activities and topic discussions, and is also an important channel for brands to spread word-of-mouth and achieve fission growth.
• Moments: It is a platform for individuals or brands to display information about their lives, products, activities, etc. It has high exposure and interactivity. Through carefully planned Moments content, you can shape your brand image and attract user attention. At the same time, you can push activity information in a timely manner to increase user participation.
• Mini Program: It is a convenient tool to connect users and merchants. With its ready-to-use feature, it provides users with a convenient service experience. It is an important place for online transactions, which can carry functions such as product display, purchase, and after-sales, helping merchants realize commercial realization.
• Video Account: It is a platform for disseminating short video content. It displays brand stories, product features, usage scenarios, etc. through videos. It can quickly attract users' attention, expand brand influence, and can also divert traffic from other platforms.

1.3.2 Common private domain operation combinations:

• Official account + community + WeChat for Business + Mini Program: Official account is used for content output and traffic diversion. After attracting user attention, it guides users to add WeChat for Business. WeChat for Business customer service can further communicate with users, understand user needs, and pull users into corresponding communities. In the community, you can interact, answer questions, share, and other activities to enhance user stickiness. At the same time, push links to Mini Programs, so that users can directly purchase products or enjoy services in Mini Programs, forming a complete marketing closed loop.
• Moments + Community + Mini Program: The content posted in Moments can be used as a warm-up and traffic diversion for the community, attracting users to join the community. After in-depth communication and interaction in the community, guide users to enter the Mini Program for transactions. For example, a beauty brand can post new product previews and discount information in Moments to attract users to join the community to learn more details, and then share usage experience and makeup tips in the community, and finally guide users to purchase products in the Mini Program.
• Video account + public account + mini program: The wonderful videos released by the video account can attract users' attention, and guide users to follow the public account in the video. The public account will then push relevant product information and mini program links, and users can purchase through the mini program. This combination can give full play to the visual appeal of the video account and the content depth of the public account, bringing more traffic and conversions to the mini program.
• WeChat for Business + Mini Program + Live Broadcast: WeChat for Business is used for customer management and communication, Mini Program is used as a trading platform, and Live Broadcast can be used for product display, trial, explanation, etc., to increase users' desire to buy. For example, a clothing brand can invite users to watch live broadcasts through WeChat for Business, show the wearing effects of new clothing in the live broadcast, and users can place orders directly in the Mini Program.

1.4 Resource Collaboration

In the refined operation of private domains, platform resource coordination is the key to achieving efficient operation. It requires the resources of the entire company and platform to cooperate with each other to form an organic whole and jointly promote the development of private domain operations. Specifically, platform resource coordination mainly includes the collaboration of the front desk, middle and back desk, and subdivided professional teams.

1.4.1 Front Desk Organization

The front desk is our user contact team. They are the front-line personnel who directly contact users and are responsible for undertaking customer service and marketing. The front desk team needs to have empathy and be able to understand users' needs and emotions; product service professional ability to provide users with professional consultation and answers; solution output ability to provide effective solutions to users' problems; and sales conversion ability to convert potential users into actual buyers.

Every member of the front desk team is a representative of the brand image, and their service quality and professional level directly affect user satisfaction and loyalty.

1.4.2 Middle and back-end organizational capabilities

The middle and back-end teams are mainly responsible for providing content SOP production, event planning and technical support. They provide operational "ammunition" for the front-end conversion team to ensure that the front-end team has sufficient content and event support during the marketing process.

At the same time, the middle and back-end teams also need to focus on effective conversion and retention, optimize operational strategies through data analysis, and enhance the long-term value of users. In addition, the middle and back-end teams also need to be responsible for long-term user value and enhance user stickiness and loyalty through continuous service and product innovation.

1.4.3 Collaboration among specialized teams

For some niche areas, such as paid knowledge, the middle and back-end also includes an academic service team. When the front-end conversion is completed, the academic service team will take over the provision of teaching services and the subsequent repurchase targets of second- and third-level high-end products.

They are responsible for ensuring that users have access to high-quality teaching experiences, while also guiding users to make higher-level product purchases through personalized services and recommendations, thereby increasing the lifetime value (LTV) of paying users.

In short, platform resource coordination in the refined operation of private domains is a systematic project that requires close cooperation among the front-end, middle-end and back-end as well as segmented professional teams. Through effective resource integration and collaborative cooperation, we can provide users with a better service experience and achieve higher conversion rates and user satisfaction.

1.5 Three Key Points for Refined Operation of Private Domains

In fact, the three key points of refined private domain operations are reflected in the three words "fine", "detailed" and "transformed" . And I personally think that these three words are a relationship of gradual implementation from top to bottom.

They reveal the entire process from planning to execution and then to replication and promotion. They represent a gradual and progressive operational concept to ensure that each step is solid and effective.

1.5.1 Precision: Grasping the key points and the ability to plan private domain operations

In the system of refined private domain operations, the operational planning capability represented by the word "fine" is the crucial first step. It requires us to conduct comprehensive planning and layout before starting any operational activities, and build an overall framework for private domain operations.

The core of this step is to accurately identify and grasp the key elements in private domain operations. In-depth analysis of every key link in the user life cycle, from first contact, interest stimulation, purchase decision to repurchase and word-of-mouth communication, comprehensively sort out the key factors that affect private domain conversion and construction.

For example, in the new energy vehicle industry, we may find that the test drive experience is the key point of user decision-making, so we need to focus on how to optimize the test drive process and improve user experience during the planning stage.

Let’s take a certain knowledge payment platform as an example. Faced with fierce market competition and diversified user needs, its private domain operation team first focused on improving content quality and user experience.

Through in-depth analysis of user feedback and learning data, they found that the practicality of the course content and the interactivity of the instructor are the two core factors affecting user retention and conversion.

Therefore, the team quickly adjusted its strategy, optimized the course system, introduced more lecturers with rich practical experience, and added interactive sessions, which effectively improved user satisfaction and course completion rate, and laid a solid foundation for the subsequent private domain traffic monetization.

Therefore, the word "precision" represents not only the ability to plan and layout, but also a deep understanding of private domain operations and a precise grasp of business needs.

1.5.2 Detailed: Detailed implementation and private domain operation execution capabilities

In the practice of refined operations in the private domain, the meticulous execution capability represented by the word "fine" is the key link to ensure that plans are transformed into actual results.

As emphasized in the book Super Conversion, successful operations rely not only on well-designed strategies, but also on the careful execution and continuous iteration of these strategies.

In the "precision" phase, we have sorted out the detailed planning content of private domain operations and clarified the direction and focus of operations. The "detailed" phase requires us to go deep into every detail of the operation to ensure that every step can be accurately implemented. This requires us to have a high degree of execution and strict control over details.

During the execution process, we need to find the most important factors that affect the conversion rate and optimize around these factors. For example, in the user life cycle process, we may find that the user churn rate is high at certain key nodes. At this time, we need to carefully analyze the reasons and formulate targeted measures to reduce the churn rate.

In addition, "detailed" also requires us to have the ability to continuously iterate. Operation is a dynamic process, and the market environment and user needs are constantly changing. Therefore, we need to constantly review and summarize the operation results, find out the existing problems and deficiencies, and make timely adjustments and optimizations.

1.5.3: Standard replication, private domain operation replication capabilities

After precise operational planning and detailed implementation, private domain operations have reached the critical stage of transformation, namely, standard replication capability.

This stage aims to transform successful operating models into replicable standard operating procedures (SOPs), achieve economies of scale, and maximize the value of private domain operations.

Standardized SOP is the core of the ability to replicate private domain operations. Through in-depth insights into users and refined operations in the early stages, companies have accumulated rich data and experience. Based on these, companies can build a complete automated marketing system.

For example, for different types of users, we can classify them according to user portraits, such as new users, active users, dormant users, etc. For new users, within a specific time after they complete registration (for example, within 1 hour), a specially designed intelligent robot will send a welcome message, which includes exclusive discounts for new users, brand introductions, and links to guide them to browse popular products; for active users, within 24 hours after they complete their purchase, another robot will send a message thanking them for the purchase and recommend related supporting products or usage tips based on the purchased products; for dormant users, after they have been inactive for a long time (such as 30 days), the robot will send a wake-up message at an appropriate time (such as weekends), with personalized discount coupons and hot new product recommendations.

The implementation of standardization not only improves operational efficiency, but also ensures the stability of operational quality. It enables team members to quickly get started and maintain efficient and accurate operations even in the face of a rapidly growing user base. At the same time, standardized SOPs also provide a clear framework for subsequent operational optimization. Each iteration can be based on standard processes, ensuring that each adjustment can bring positive benefits.

02 How to refine private domain operations?

After understanding the concept of refined private domain operations, we are fully aware of its significance to the development of enterprises. However, knowing what it is is not enough, the key lies in how to do it.

In the section on what is private domain refined operation, I have shared with you some methods on how to do refined operation. In this section, I will add some more and share with you some models that I often use.

2.1 User Journey Model

This section takes the beauty industry as an example. The following is the user journey design for the beauty industry:

2.1.1 Novice stage: W2 operation for new private domain users

T+0 builds trust: Attract new users and build initial trust by pushing beauty knowledge and 1v1 welcome messages. For example, after a new user enters the private domain, he or she will immediately receive a welcome gift package and professional beauty and skin care knowledge.

W1 promotes first order: New user group purchase activities can stimulate users to make their first purchase. For example, provide new users with limited-time exclusive group purchase discounts to lower the threshold for trying.

W2 promotes activity: Carry out grass-planting activities and lucky draw interactions to increase user activity. For example, regularly hold beauty trial sharing lucky draws to encourage user participation.

2.1.2 New Customer Stage: Repurchase Operation for Existing Users

T+1: Carry out community repurchase push, such as VIP community diversion, to guide purchased users to the VIP community and provide better services and exclusive benefits.

T+7: Matching push 1v1, such as friend activity promotion, recommending related beauty sharing sessions or friend discount activities based on the types of beauty products purchased by users.

T+21: Countdown to coupon collection and repurchase and activities. Stimulate users to buy again by issuing repurchase coupons and reminding them of limited-time activities.

2.1.3 Old customer stage: old user LTV operation (T > 30)

Activation: Carry out welfare day activities and new product launch notifications to reawaken the interest of old users. For example, old users can enjoy the benefits of first experiencing new products.

Demand consultation: promptly answer questions that old users may have when using beauty products and maintain good user relationships.

2.1.4 Establishing SOP for new and old customers (long-term operation)

Keep the Moments active: Maintain user attention to the brand by displaying product guides, user word-of-mouth, UGC content, etc. that are tailored to users in the Moments.

Brand activities and welfare days: regularly hold brand activities and welfare days to enhance user stickiness.

Community membership day, KOC materials, community live broadcasts, fission activities: different community activities are arranged from Monday to Friday, such as product promotion on Monday, community membership day on Wednesday, fission activities on Friday, etc. Through rich content operations and KOC word-of-mouth communication, we realize old customer operations - multi-dimensional content operations in the circle of friends promote exposure, promote long-term retention and value mining of users.

For different user groups, new and old customers, we use different time nodes and SOP designs to carry out refined operational actions, with targeted rhetoric and content . New users pay attention to seeding and first-order stimulation; old users focus on long-term value-added services and care to enhance friendly relationships.

2.2 Label system for refined private domain operations

The basic element of refined user operations is the refinement of private domain user tags.

2.2.1 Refinement of Private Domain User Tags - Basic Elements

The refinement of user tags is the core of achieving precise operations. Through multi-dimensional tag settings, enterprises can build a three-dimensional user portrait.

For example, basic attribute tags include information such as gender, age, and region, which can initially outline the user's profile and help companies conduct basic market segmentation. Behavior tags record various behaviors of users in the private domain, such as the frequency of browsing product pages, the types and number of activities participated in, whether there is any purchase behavior and the types of products purchased, etc. Interest tags dig deeper into users' interests and hobbies, whether they prefer fashion and beauty, digital technology, or health and wellness.

Based on these refined labels, companies can say goodbye to extensive operating models, formulate personalized marketing strategies for user groups with different label combinations, and provide product recommendations and service content that are highly consistent with user needs, thereby greatly improving user satisfaction and loyalty.

2.2.2 General labeling method

1) Define tags

First of all, we need to clarify the classification and specific meaning of labels.

Enterprises need to determine the labeling system based on their own business characteristics and operational goals. For example, a clothing company may set a "style preference" label, including casual style, fashion style, business style, etc.; "spending ability" labels are divided into high, medium, and low grades. Clear and accurate label definition is the premise of subsequent label application, ensuring that each label can accurately reflect a key feature or behavioral tendency of the user.

2) Publish basic content and collect data

By publishing various types of content on private domain platforms, we can attract user interaction and collect tag data.

For example, a fashion article is published on a public account, and a voting or message interaction session is set up in the article to ask users about their preferences for different dressing styles, thereby collecting users' interest tag data.

At the same time, in the mini program mall, users' browsing paths, purchase records, etc. have also become data sources for behavioral tags. Enterprises can also supplement tag data through questionnaires, user registration information improvement, etc.

3) Dynamic Adjustment

User needs and behaviors are not static, and the labeling system also needs to keep pace with the times. Update and optimize user labels regularly to ensure the accuracy and timeliness of labels. For example, if a user who originally preferred casual clothing has recently frequently browsed business suits, the company needs to adjust its label in a timely manner so that it can push product and service information that better meets current needs.

Through continuous dynamic adjustments, the label system can always accurately reflect the user's true status, providing solid data support for refined private domain operations, allowing companies to be targeted in every interaction with users and accurately hit the user's "pain points" and "pleasure points."

2.3 Layered Operation

In the refined operation of private domain traffic, user stratification operation plays a vital role.

Through accurate user segmentation, companies can gain a deeper understanding of user needs and develop more personalized operational strategies, thereby effectively improving user experience and conversion rates.

2.3.1 The core significance of user segmentation

The core purpose of user segmentation is to divide user groups into detailed groups in order to better understand the needs and behavioral characteristics of different users.

This division not only helps companies develop more precise marketing strategies for different user groups, but also helps companies optimize resource allocation and achieve higher operational efficiency.

2.3.2 Methods and Basis of User Segmentation

There are many ways to segment users, and common bases include user portraits, behavioral characteristics, purchase cycles, etc.

Among them, user portraits are user images constructed based on the user's basic attributes, consumption habits, interests and hobbies, etc., which help companies to fully understand users.

Behavioral characteristics reveal users' needs and preferences by analyzing their behavioral performance in different scenarios.

The purchase cycle focuses on the user's purchase history and time intervals, helping companies predict the user's future purchasing behavior.

2.3.3 Practical Strategies for User-Level Operations

• Clear stratification standards: Enterprises need to formulate clear and reasonable stratification standards based on their own business characteristics and user group characteristics. For example, stratification can be based on users' consumption frequency, activity, consumption amount and other dimensions.
• Formulate personalized operation strategies: For users at different levels, enterprises should formulate personalized operation strategies, such as providing VIP services to high-value users and guiding and educating new users to meet the needs of different users.
• Implement differentiated operations: Provide differentiated content and services based on user behavior and needs. Through accurate user portraits and behavior analysis, companies can achieve more accurate personalized recommendations and marketing.
• Continuous optimization and adjustment: Enterprises need to regularly analyze user data and adjust stratification standards and operation strategies based on data feedback. Through continuous testing, learning and optimization, the effectiveness and adaptability of user stratification operation strategies can be ensured.

03 Conclusion

This article explores the multiple dimensions of refined private domain operations in depth, aiming to provide enterprises with a systematic and scientific operational methodology. Starting from the definition of refined private domain operations, we have made it clear that its core lies in improving the activity, loyalty and conversion rate of users in the private domain through refined means.

The article analyzes in detail the four key aspects of refined private domain operations: user journey design, user tag system, combination of carrier platforms, and company-wide resource coordination. Among them, user journey design focuses on the user's full-process experience in the private domain, ensuring that each link can provide value to the user; the user tag system helps companies understand user needs more accurately by building rich user tags; different platforms in the WeChat ecosystem have unique positioning and functions; platform resource coordination mainly includes the collaboration of the front-end, middle-back-end, and segmented professional teams.

At the same time, the article also emphasizes the three key points of refined private domain operations: grasping the key points, meticulous implementation, and standard replication. It reveals the entire process from planning to execution, and then to replication and promotion. They represent a gradual implementation and progressive operation concept to ensure that each step is solid and effective.

When implementing refined operations in the private domain, companies should start from optimizing the user journey, building a labeling system, implementing layered operations, and other aspects to continuously improve their operational capabilities and user experience.

Author: Private Domain Deep Operation Official Account: Private Domain Deep Operation