Getting started with the practical knowledge of private domain beginners

The concept of private domain operation has been around for several years, but the sharing on the Internet is basically about concepts and methods, lacking the basics and practical details. The content shared by the author in this article can be used as your own operation guide.

I started working in private domain operations around 2020. At that time, I was transferred from user operations to private domain operations in a pretty good maternal and child company. After that, I changed two companies and worked in private domain for four years. I also often browse articles related to private domain communities for consultation, and have participated in many offline and online courses. I can’t say I’m very professional, and I don’t have the gorgeous and professional logical framework and formulas of the great gods on the Internet. Taking advantage of this period of time, I want to calm down and sort out my own set of brief logical thinking and practical methods for novices in private domain work over the years. While accumulating my work experience, I also share it with everyone, so that newbies can easily get started when they see it, and friends in the same industry can also give some advice to continuously improve themselves.

1. Definition of Private Domain

For novices, the question of how to define private domain is a common question. Before answering it, you need to understand a few other terms.

• Public domain : refers to third-party platforms open to the general public, such as social media and e-commerce platforms. These platforms are owned and managed by third parties and are open to the general public of the Internet, where users can conduct various activities.
• Traffic : users who are interested in the merchant's products and browse, pay, etc.
• Repeat purchase : Consumers purchase a product or service multiple times
• User Lifetime Value : refers to the value of a user from the time they first come into contact with a product to the time they are completely lost.

After understanding the above terms, we should think about the current market situation, which is the struggle of various brands and stores to absorb traffic in the public domain. A consumer is no longer an individual, but a collection of multiple consumer needs. As long as you have consumer needs, the overall consumer group is a large collection that is constantly fissioning. For sellers, it is impossible to meet all the needs of all consumers, and it is impossible for only one seller to meet a single demand of consumers. In this way, a very common phenomenon will appear in the market competition. Grabbing traffic, price comparison, segmentation and differentiation of products will all be the means for merchants to sell their products.

Various public domain platforms are now becoming increasingly mature, the public domain traffic dividend is declining, and users' platform preferences are gradually stabilizing. Public domain platforms have invested a lot of money in the early stages, so now they need to recover costs from the merchants. For similar merchants under the same category of products on the same platform, they need to offer higher prices to grab traffic.

For merchants to acquire a buyer, they need to pay a considerable "traffic fee". Later, if the same merchant makes a repeat purchase on the public domain platform, the seller may need to pay again. To address this pain point, the concept of private domain came into being. In a nutshell, merchants on the public domain platform keep the traffic they have grabbed in their own circle so that they can reuse it at a "low price" next time.

2. Purpose of Private Domain

If you understand the definition of private domain, you can actually understand the purpose of merchants to do private domain. The stall fee in the "market" is too high, and the "competitors" are willing to pay and secretly give money, not only that, but also maliciously reduce the price. If you don't give more money, you won't be allowed to set up a stall. If the price is not cheap, customers will not be willing to buy from you. Then we have to find another way to intercept consumers at home, so that users can buy the products they want without going to the market.

The benefits of doing so are that it can reduce operating costs, establish deep user relationships, maximize user value, drive decisions with user data, and prevent crises and risks. For newbies, you only need to remember one sentence: the purpose of private domain is to help businesses produce high value at low cost.

3. Cognition of Private Domain

Producing high value at low cost is actually the vision of private domain at present. Basically, more than 80% of brands in the market cannot do it, because doing private domain is a very long-term job. It is easy to encounter various problems when you start doing private domain, such as where to get private domain traffic, how to reduce the risk of account suspension, how to price private domain, how to keep private domain active and avoid loss, etc.

There are also many businesses that see their peers or big brands are doing private domain, and then they just set up a private domain department on a whim, and then find a few operators to start attracting traffic, setting an initial goal of attracting people to the community, the more the better, and then they find that they can’t bring any direct value, so in the end they cut off the department or find someone to do it part-time.

If your company really wants to do private domain, you actually need to think about a few questions. Does the product have a strong repurchase attribute? This is not limited to a single product, but the repurchase of all your products. Products with high frequency of repurchase are more likely to retain users. Low price = low threshold, the higher the transaction rate

Does your private domain have any differences from the public domain platform? This difference can be in price, gifts, and services. Only with differentiation can you increase the transaction rate of users in the private domain and retain users.

In addition to selling goods, is it necessary to empower brands and build IP in the private domain? The reason why many brands find it difficult to build "brand power" in the private domain is that the connection between them and fans is too weak. In this case, the private domain will be a very effective means.

After starting to work in the private domain, how much say can you give to the private domain department? Private domain operations are closely related to store operations and other related work. Activities in the private domain require relevant linkages, and there may be some conflicts with the responsibilities and goals of other departments. In this case, can you give them a certain say in the work of doing a good job in private domain operations?

4. Types of Private Domains

Private domain is not just about adding consumers’ WeChat friends and then pulling them into WeChat groups to operate. In fact, various public domain platforms also have many private domain gameplay and tools, such as Douyin group chat, Taobao store group chat, WeChat public account, enterprise WeChat, etc., which are actually a kind of private domain. However, WeChat is currently the best private domain carrier. It has the advantages of large scale, easy reach, and many gameplays. If a brand or a company wants to try to do private domain, then it needs to think about the fit between its products and these private domain carriers to determine its own private domain carrier.

The following are several common types of private domain carriers and their advantages and disadvantages:

5. Practical operation of private domain

I will not go into detail about the group chats on the Douyin and Taobao platforms. I personally do not recommend them because they are too limited and useless. Next, I will tell you in detail how to start private domain operations for your own brand and company on WeChat.

To make it easier for everyone to understand and experience, I will first assume that I work in a company that sells comprehensive maternal and infant products. The company has stores on Douyin and Taobao, selling most maternal and infant products (with authorization, channels, and both domestic and foreign products). We choose WeChat for Enterprise as our private domain carrier.

So let’s get started now!

1. Enterprise WeChat establishment

Set up the relevant information of the enterprise WeChat account; manage and add names through the administrator in the enterprise WeChat backend PC: internal distinction can be made according to your own IP+channel+serial number, such as Xiaolu Douyin 2

• Alias: The name displayed to enterprise WeChat friends. You can name it according to your IP name. It is also easy to distinguish. You can set an additional name suffix, for example: Xiaolu Xinran
• Account: unique, data ownership identification, no changes allowed later
• Mobile phone: bind the corresponding mobile phone number, and you can log in later by mobile phone + verification code, which is unique and can be re-bound.
• Department: If there are multiple channels, you can set the corresponding channel name to distinguish the departments, which is convenient for later data screening, such as Douyin private domain department and Taobao private domain department

2. Basic settings of WeChat Enterprise

After the relevant enterprise WeChat account is added and successfully logged in on the mobile phone, the account can be logged in and used normally later

Next are some key operation settings that need attention.

① Real-name authentication: Real-name verification and external information display change in the upper left corner of the mobile phone (name displays alias)

② Enable contact permissions: Find contact permissions in the WeChat settings column and set "When adding me as a contact" to "No verification required" to improve customer acquisition efficiency.

③ Configure management scope and rules: Mobile terminal - Workbench - Customer contact - Configuration, you can configure the accounts and permissions that the corresponding person in charge can manage, and those with fewer accounts can ignore them

④ Customer group configuration: Mobile terminal - Workbench - Customer group welcome message: Configure the relevant group welcome message in advance to inform new customers of some group precautions and related benefits, so that group members can understand them at the first time to avoid the possibility of leaving the group after joining

Group template: It is best to configure the basic group rule template to facilitate the reuse of new groups later. There are many things that can be configured here.

You can also configure it in the workbench-customer group. It is important to emphasize here that you must check the box that prohibits adding each other as contacts to prevent other businesses from secretly recruiting people in your group; it is also best to set anti-harassment rules to prevent users from spamming and posting advertisements in the group.

3. Private Domain Traffic Drainage and Customer Acquisition

After completing the basic enterprise micro configuration, we will enter the key module of private domain operation. How to acquire customers in private domain?

Here we will simply list some customer acquisition paths, and then we will select several more efficient methods for detailed splitting

3.1 Store traffic diversion

3.1.1 Package Card

Parcel cards may be considered a useless means of acquiring customers by many businesses, but I work in a private domain company and the customer acquisition rate of parcel cards (number of customers acquired/number of parcel cards issued) can be as high as 19%. So don’t underestimate this customer acquisition channel, there are many tricks involved.

However, I need to remind everyone that many public domain platforms currently strictly prohibit merchants from issuing parcel cards. If caught, they may face fines and the risk of product removal. Here, everyone needs to weigh the opportunities and risks.

Also, we can no longer print the words "cashback for positive reviews" on the package card, as the State Administration for Market Regulation has clearly stipulated that this is an illegal act. However, we can guide users to invite reviews and get cashback on the package card.

①Benefit point design

In fact, merchants need to analyze their user portraits and product attributes. If the users are young, have low spending power, and the product unit price is low, they can focus on attracting users to add their WeChat accounts through cash rebates. If the users have strong spending power or the product unit price is high, they can be driven and guided based on the interest points of the service type.

Cash back is the most effective solution for low-order and high-repurchase groups. However, this may result in users deleting their friends after receiving the cash. In this case, we need to add other non-immediate benefits, such as gifts with orders and repurchase coupons. These are very effective means to retain users.

For small businesses, the logistics costs of giving away physical prizes directly are too high and the cost is too wasteful, so it is not recommended to give them away for free. You can use them as gifts with orders, so that users can ask customer service to give them extra gifts when they place an order next time, which can increase the repurchase rate while reducing logistics costs.

Please be sure to pay attention and do not exaggerate the benefits of the package card. The benefits must be real and effective. The private domain is a long-term job. You cannot exaggerate the benefits for the sake of attracting traffic. Users attracted in this way will be lost immediately, and users may even directly block your private domain or even your brand.

②Benefit point display

Direct presentation: directly mark "coupon", "discount" or "gift" on the package card. This direct expression is closely related to the strength of the discount to attract the target customer group. The premise is that your interest point is attractive enough. This presentation method is concise and clear.

Lucky draw guidance: Users need to be added to the private domain before they can participate in the lucky draw. This is also the most commonly used method in recent years. The advantage of this is that it can control costs and attract more people to participate by displaying the highest prizes. However, this has a consequence that it is easy to make the user retention rate of the private domain higher, because if the user does not win the prize he likes, he will directly delete the friend.

Scratch-off presentation: Compared with lottery presentation, physical scratch-off brings the fun part forward, reduces the user's operating cost, and enhances the experience, which usually increases the fan-attracting rate. Users can immediately feel the fun of scratch-off. This instant satisfaction often attracts more fans than lottery-type activities. It can also greatly reduce the possibility of users losing friends after adding them to the private domain.

Based on the relevant data of my package card business, I can try to use scratch-off prizes to present the benefits of package cards. Not only will the addition rate be high, but the retention rate in the later period will also be guaranteed accordingly.

③Package card style

I personally recommend the card type, which can be printed on both sides. The regular size is 100*140mm or 80*100mm; compared with the texture and not easy to deform, I personally do not recommend envelope type and special-shaped cards. Under the same interest point, the addition rate has not increased significantly, but the cost is 2-3 times higher than the card type; the regular card cost is about 0.1 yuan, if it is a scratch card version, the cost will be 0.1 yuan more.

④ Copywriting design

The benefit point must be conspicuous and magnified, such as "Scan the code and get 5 yuan in cash for free immediately", which is the core content. It should be centered and conspicuous, and cannot be disturbed by other pattern elements. At the same time, the QR code for attracting traffic should also be conspicuous so that users can find it at first glance. Some other precautions can be placed in the corner in a small font as much as possible. In addition, the prize picture should also be combined with the color of the overall card to provide visual stimulation and attract users.

⑤User acceptance

After users add friends, you must use a welcome message to promptly inform them of benefits and guide them to join the group. Avoid losing users due to untimely responses.

3.1.2 Customer Service Automatic Reply

Many public domain platforms restrict external links, but currently when Taobao and Douyin set up automatic replies on the customer service port, you can try to use short links to guide users to directly add the company WeChat account.

There are currently two main paths for generating short links. The first is the official paid training of WeChat Enterprise, where you can create short links in the workbench-customer acquisition assistant; the second is to use your own mini program to embed the drainage QR code and then generate a short link.

3.1.3 SMS & AI Outbound Calling

This is to find relevant service providers to cooperate with AI outbound calls through the intelligent dialing system to improve the efficiency of dialing and combine short links of SMS to allow users to add to the private domain

AI technology can process and analyze large amounts of customer data and push activities and products that users are interested in through refined operations. However, this may not be possible at present because store order information on public platforms is encrypted, making it impossible to obtain user information.

By combining AI outbound calls with SCRM, potential customers can be intelligently marked and labeled to achieve precision marketing.

3.2 Fission drainage

• Enterprise WeChat fission: Release old customers to bring new customers activities, which can basically be created through the SCRM system, allowing old customers of enterprise WeChat friends to publish activities to their respective friends or friend circles, and guide new customers to click the link to add enterprise WeChat friends. This basically relies on interest points to attract new customers into the private domain, and the users attracted are not accurate users, so the customer acquisition cost must be controlled.
• Mall fission: Based on some marketing methods of WeChat mini-program mall, such as group buying and bargaining, old customers are allowed to guide new customers to place orders in the mall, and then relevant membership tasks are set on the mini-program mall to guide new customers who have not added private domain friends to add the corporate WeChat account.
• Content fission: Publish high-quality content and videos based on official accounts and video accounts, guide users to share with friends to attract new customers to follow official accounts and video accounts, set up private domain entrances in video accounts and official accounts, and guide new customers to add private domains
• Word-of-mouth fission: The most difficult but also the most effective way is to strengthen trust with users and make friends with them through high-quality services, so that users can sincerely recommend your private domain to their friends around them.

3.3 Platform traffic diversion

Choose the right social media platform, such as WeChat, Weibo, Douyin, Xiaohongshu, etc., based on your product type and target customer group, and then use the amateur matrix account to publish your product recommendations on the precise social platform. At the same time, guide the traffic to the private domain. For example, on Xiaohongshu, you can guide interested users to send private messages, send them in the form of pictures through the WeChat account, and then guide users to add our corporate WeChat account. At the same time, you should also set up your own official account, comment and interact more in notes that are highly compatible with your products, and specially edit a note containing account information and pin it to the top. After users follow it, guide users to the private domain.

3.4 Offline traffic diversion

Store posters & flyers, this strategy should be formulated based on your own capabilities.

4. Private Domain Active Retention

I put retention and activity together because if you do a good job of activity, you can naturally retain users, but it must be an effective and feasible activity plan, not just starting from the frequency, the more messages the better. Through some active interactive gameplay to improve user stickiness, ultimately reduce private domain user churn and improve private domain retention.

From the perspective of WeChat Enterprise, we attract users to add them as friends of our WeChat Enterprise account, which is basically a measure of successful customer acquisition. We can conduct marketing through private chat and WeChat Moments in the future, but the obvious disadvantages of these two channels are that the acceptable frequency of private chats for users is very limited. If the user is disgusted, he will directly delete the friend or block the user, and the user will be completely lost. WeChat Moments has an official frequency limit for WeChat Enterprise, and you cannot only post marketing copy, which will also cause the user to be blocked or directly blocked. Then after the user successfully adds WeChat Enterprise friends, another important step is to immediately pull the user into the WeChat Enterprise group and conduct marketing interactions in the group.

The most important advantage of enterprise WeChat groups is that they can establish secondary connections with users. Users are more receptive to marketing and can interact directly within the group.

So how do we ensure activity and retention after users enter the private domain?

4.1 Long-term “hook”

In the past, how to acquire customers basically relied on some vested interests, so some users would delete friends immediately after adding them and receiving the benefits. Therefore, we must show the long-term benefits of our private domain in the welcome message of friends. When I first started to acquire customers in the private domain, I did not set up such benefits, and the churn rate on the same day could reach 20%, so this step must not be ignored.

This type of long-term benefits can be presented to users in conjunction with group joining actions, such as receiving additional gifts with orders, enjoying benefits such as point redemption, etc.

For example, as a private domain for maternal and child care, we can offer some daily benefits and rights to attract users to stay on the day when users add us as friends. For example, we can inform users that we have special offers and flash sales in the group every day or every week, push maternal and child care knowledge sharing every day, and enjoy price guarantee rights in the private domain, as well as exclusive customer service for daily maternal and child care knowledge questions, etc. These can be formulated based on the current capabilities of the private domain department to retain customers. It does not require a lot, but it must be long-term and not changed frequently. This can cultivate user behavior habits and facilitate the subsequent improvement of user reputation to bring about a self-fission effect.

4.2 Membership Rights

There are many articles on the Internet about how to customize a reasonable and long-term membership system rules. I won’t go into detail here, but I will just remind you of a few points that are easily overlooked.

① Remember the pain points brought by the 28 principles. Give enough benefits to users with high membership levels, and have "price discrimination" to retain core users.

② It is necessary to inform users of their rights and interests, so that users can understand their rights and interests as much as possible, and at the same time provide guidance for membership upgrades to increase user repurchase and stickiness

③ The points incentive mechanism should be implemented simultaneously. Points have monetary attributes, which can escape the "price control" requirements of public domain platform brands and at the same time reflect the vested interests of users.

④ The rights and interests of different levels should have relatively obvious differences, and should be able to meet users' basic needs, social needs, respect needs, etc.

4.3 Fixed Marketing

The activity types and push times in the private domain must be scheduled regularly. You cannot guarantee that all the messages you send will reach users in time, so you need to help users develop behavioral habits in your private domain so that when users have relevant needs, they can know where to find them at the first time. For example, we will publish the next week's activity schedule in the group announcement and Moments on Fridays in the maternal and child private domain. You cannot guarantee that all your activities can meet the needs of all users, so we need to schedule them well, such as a fixed membership day every Thursday, a fixed baby bedtime story at 8 pm every night, etc. Helping our users develop good demand habits can better retain users.

4.4 Lifestyle push

Our Moments must not be filled with marketing campaigns, otherwise you can only "finish" in the user's Moments. The positioning of Moments is to satisfy the publisher's desire to share and the browser's desire to peek. As a business, we cannot just treat users as friends. We need to be able to post some company and account operator's personal life sharing from time to time, and the proportion of the content should not be less than 20%. In this way, users will not have "aesthetic fatigue", and our main marketing content can be retained in the user's Moments for a longer period of time.

4.5 Timely service

When we do private domain, we need to provide timely service response, especially for private domains with professional nature such as maternal and child care. Only by timely responding to private chat conversations in our private domain or problem consultations in the group can we make users feel the difference between us and the customer service of public domain stores, and can we retain users more likely. Secondly, we must not use official language when communicating with customers. We must make users feel that they are communicating with real people. Making good use of emoticons can better close the distance with users. Emojis must be the most effective means to increase stickiness with users. At the same time, we can also deliberately "leave mistakes", that is, typos in typed replies to users will make them more real. If the private domain department cannot do a good job of shift work, then configure automatic replies. For customer consultations during non-working hours, follow up and reply in time the next day at work to achieve a 100% response rate.

4.6 Self-service window

Make good use of the WeChat Moments cover and the homepage of the company's WeChat account, and display fixed content so that users can search for relevant products, activities and suggestions on their own. This can reduce some mechanical replies in the private domain and improve human efficiency. For example, inform us of our product details on the WeChat Moments cover, embed our mall store, public account, video account, event schedule, and complaint and suggestion questionnaire on the account homepage, etc.

4.7 Differentiated Benefits

Based on the activity prices of users on the public domain platform, the private domain must be differentiated. If the price cannot be advantageous, you can increase the gift and points, and do 1-2 points. You can focus on publicity and output in both the private domain and the public domain, such as adding friends in the private domain to get 1,000 points, the products in the private domain are guaranteed to be sold at a price throughout the year on Double Eleven, and a pack of diapers can be purchased at half price every month, etc. You must highlight the advantages and continue to "brainwash".

4.8 Fixed IP Character

Before doing private domain business, you must do a good job of positioning your own account. You can add a "portrait" to your account first. If multiple accounts are managed by one employee, you can let the employee do the profile himself. If multiple employees are responsible for it, the boss needs to coordinate and formulate the account's personal positioning, such as a 30-year-old mother of two children who starts a business, a welfare push officer in charge of a brand, a nanny in a store, etc.

4.9 Group support

I have mentioned the importance of WeChat groups before, so how to make the group active is also an important step in our private domain. The activity of a group is related to many factors, such as brand & product attributes, user portraits, private domain community positioning, etc. The indicator of group activity is not only represented by the activeness of group members' speeches, but also how many users can get some of the information we send in the community. A typical example is that I joined the Little Red Riding Hood community. This private domain is based on Weidian as the mall carrier, and then constantly pushes some products in the group. There are basically no users speaking in the group chat, all of which are Little Red Riding Hood's own marketing content, but Little Red Riding Hood's community can generate hundreds of millions of sales every year.

However, when we build a private community, we must try to make it active in the early stage. If it is not active in the early stage, it will be difficult for the group to be active in the later stage. In the early stage, we need to actively guide the active actions. We can use some internal private accounts to do a good job of group hosting and drive some hidden E people in the group to activate the group.

Throw out some daily topics that fit the user portrait in the group. For example, the mother and baby group can consult common baby-related questions. If no one replies, you can use another group account to reply. It is best to throw out topics every day in the first week of the new group.

5. Private Domain Sales Conversion

In the early stage, we introduced how to acquire customers, activate them and retain them. The ultimate goal is to help brands and companies use private domains to improve their monetization capabilities in the high-pressure competition in the public domain. The next thing we need to do is to improve the sales conversion of private domain users.

5.1 Private Domain Mall Construction

Our private domain carrier is WeChat for business. If your main stores are on public platforms such as Taobao and Douyin, then you need to build another mall in the WeChat ecosystem. You can build it together with the previous membership system, and you can build your own mini-programs, micro-stores, Youzan, etc.

Because the links from WeChat to public platforms such as Douyin or Taobao are long and cumbersome, if we embed relevant public platform links in the marketing content below the corporate WeChat, the overall path for users to click on the links to jump will be very long, and various problems will arise due to the diversity of user mobile phone models. WeChat will even block relevant links, resulting in users being unable to jump when clicking on the links. Users need to copy the links to the mobile phone's built-in browser and open them before they can jump to the corresponding public platform.

5.2 Amateur Recommendations

We must do a good job of pushing content recommended by amateurs. We can use some interests to drive some of our core users to publish some real experience recommendation content on the public platform. When we push product marketing in the private domain, we can publish it together with related amateur recommendation content or comments, which can greatly improve conversion

Be good at collecting user product feedback in the private domain, whether it is private messages, Moments or WeChat groups. As long as there are real users praising the product, take screenshots immediately for retention, put them in a special document and organize them with numbers. When pushing related products later, you can query them in time and push them.

5.3 Official Content Output

Content is the core of private domain operation conversion. Enterprises need to provide valuable and interesting content to attract users' attention and interest. Capable businesses should do a good job in video accounts and public accounts to improve the success rate of conversion through audio-visual perception.

5.4 Strong Interaction in Private Domain

The service experience in the private domain must be better than that in the public domain, so while ensuring prompt responses, a certain level of professionalism is also required. For example, for some product recommendations that users may ask about, we must also prepare a script library in advance so that we can provide timely feedback and responses to users. This is especially true in the community, especially when we are pushing marketing activities, if there are no customer inquiries, we can use group support to raise some product questions for interaction.

5.5 Membership Day Confirmation

Be sure to determine the "Membership Day" of your own private domain and carry out a marketing burst on a weekly or monthly basis. This will not only cultivate users' awareness of our private domain activities, but also serve as a high-touch marketing tool to increase visibility and influence through user word-of-mouth and social media sharing.

5.6 Membership System Discounts

Set up membership privileges and benefits to encourage high-level users to purchase.

5.7 Simplified gameplay

The limitations of private domain marketing are very low and will not be subject to platform rules. Therefore, while we diversify our marketing methods, we must also simplify them. We don’t need to pay a certain amount of money to get a discount like Taobao. The threshold for understanding the rules is low, which makes it easier to improve sales conversion rates.

5.8 Low Price Traffic, High Price Conversion

Do a good job of user segmentation, and continuously increase user orders through coupons, combination packs, and group buying. For example, if a user has only bought one pack of diapers in the private domain, then during the repurchase period, you can do targeted marketing push through cost-effective combination packs of diapers and milk powder.

5.9 “Stored Value” Settings

We can create an account balance system in the mall, where users can get extra rebates for pre-charged amounts. For example, if the recharge amount is 1,000, an extra 200 yuan will be given. These are mainly for highly sticky users, and can lock in conversions in advance. If our products have high repurchase properties, we can also set up combination packs to attract users to consume in advance. For example, for diapers, we can set up a 24-pack and send 2 packs per month.

5.10 Worry-free after-sales service

This is the basic guarantee for users to place orders unconditionally in the private domain. A good user return and exchange experience will help retain customers and increase user repurchase conversion rate.

6. Private domain fission propagation

In fact, the fission of old customers bringing in new customers is a way to acquire customers. I would not recommend putting a lot of effort into this module in the private domain because it is relatively "virtual". Especially in the WeChat ecosystem, it is a gray area. Currently, WeChat has strictly prohibited the sharing of links that induce adding friends. Secondly, more than 80% of the new users brought by this low-cost old customer bringing in new customers activity are not your target users, which will cause your private domain users to be very chaotic, and the relevant data of the private domain will not be representative and authentic.

Therefore, for the fission communication method, we simply do a good job in private domain service and word of mouth, so that old customers can bring their friends around to become new customers in our private domain through word of mouth fermentation.

If you must carry out an activity to attract new customers by old customers, you must remind yourself that the goals set in the early stage cannot be measured simply by the number of customers acquired. You must look at the retention and conversion of these new customers in the current month. You must set a threshold for interest rewards to prevent the participation of the wool party.

There are also some other ways to try, such as group buying and bargaining. These sales-oriented methods can better guarantee the cost of your activities.

6. Misconceptions about private domains

Here are some common misunderstandings encountered in private domain operations.

1. Private domain goal setting should be result-oriented

In the early stages of private domain operations, many companies will set customer acquisition as the main goal, and then require the private domain department to attract as many new customers as possible according to this goal. This is a stage-by-stage goal setting error. You can have a focus, but remember not to use a single indicator to measure the quality of private domain operations. Private domain operations themselves are a tug-of-war. The purpose of a company doing private domains is to realize monetization. Therefore, even if sales conversion is difficult in the early stages, sales indicators must be set to ensure that all processes and paths within the private domain are run smoothly.

2. When working in the private domain, you need to have empathy and think from other people’s perspectives, but remember to also bring in your own personal ideas.

We often say that doing private domain is doing user operations. Remember to think more from the user's perspective and consider the user's ideas. Think from the user's perspective about what they need, not what you think they need, and understand the user's real needs and preferences through user surveys, data analysis, and other methods. Don't make decisions based on personal experience or preferences, but based on data and user feedback. For example, when you open a package, you may find a parcel card that says you can get a 3-5 yuan cashback by adding WeChat. You may find it troublesome to throw it away directly. Then, when you are doing private domain operations, you find this method of attracting traffic with the parcel card. Don't bring in personal preferences and directly reject it. This method can increase the conversion rate of traffic as high as 15%, and the same is true for AI outbound calls.

3. High private domain churn does not mean poor operations

You cannot guarantee that all the users you attract are your target audience. Some users who are lost may simply not be the target audience of your product. If you think your marketing frequency and private domain operation actions are benign, then there is no need to recover the lost users. We need to spend more energy on attracting new customers and retaining old customers.

4. A community not speaking out does not mean it is a dead group

This needs to be emphasized again. The activity of a community has nothing to do with how many users speak, but it has to do with the frequency and coverage of our marketing. There are many people who don’t actually chat in the group, but they will lurk through the marketing content and place orders in the group. Such users are also what we need.

5. Do a good job of data review, don’t use a single example to represent the whole

In the process of private domain operation, we must do a good job of data review. Private domain itself is a marketing model that directly faces consumers. We have direct contact with users, so we can get first-hand feedback and opinions from private domain users. Then we will be exposed to many different and very messy problem feedbacks, and we need to extract common problems from here for analysis. Instead of 100% meeting user needs. Paying attention to data analysis and review can also find problems from the data, and solve and improve them faster and more clearly.

6. Private domain is never a one-man show

Private domains have always required the cooperation and assistance of other departments. Therefore, when working on private domains, we must also promote their importance to other departments so that other departments can cooperate better.

7. Private domain is not for profiteering

Private domains cannot be seen immediately by spending money. They are a gradual process, essentially a process of establishing good interactions with users. We need to formulate different operating strategies based on our company positioning, user needs and product selling points. We also need to establish trust relationships with users for a long time.

7. Share practical tools in private domain

Finally, I share a few private domain widgets that I often use, hoping to help everyone