The method to improve private domain lies in "looking, listening, asking and feeling"

The author of this article uses the method of "looking, smelling, asking and feeling" to answer the question of how a boss can improve his private domain, and also provides a good idea for our private domain operation. I hope it can be helpful to everyone~

Today a boss asked me how to improve his private domain. I got excited when I heard that.

First, check his pulse by looking, smelling, asking and palpating.

Wang: It means to check the status of the boss and the person in charge of the private domain, and understand the background of the person in charge of the private domain.

Wen: Just look at the team’s situation, time of joining the company, and understanding of the corporate culture.

Question: I’m just asking about the private domain output value, user base, products, and the conversion rate of the most recent activity.

Cut: That is, take a deep look at the product, packaging, functions, etc. to find out where the specific private domain problems lie.

1. Hope

I found that the boss really wanted it and knew clearly that private domains could make profits, but he didn’t know how to give concrete support and resources to the person in charge.

Because he doesn't understand operations. He can only ask people to pay money, and if he wants products, he still has to pay money.

The person in charge of the private domain has a good background and really wants to do a good job, but when facing the private domain team, he feels a little overwhelmed.

Because I have not "done the work on the ground", I cannot give clear guidance on the data or problems fed back from the operation process.

In other words, there was a huge gap between the operational plan he made and the actual implementation.

Solution:

Help the boss sort out the positioning and operation of private domain in the business.

Make it clear what problems the private domain needs to solve, and set the stage goals and pace right away.

Regarding data issues, we must first clarify which data we must dig deep into and which actions must be completed.

2. Smell

The entire team, who have worked in social communities, do not have much systematic understanding of the private domain and have biased thinking. They believe that content is not important and only discounts are important.

The mentality of short-term harvesting is obvious, only single-point problems can be seen, and the data analysis dimension is not enough.

Some members are even unstable, feeling that the company has had some problems with this project and the leadership is not solving them.

Another biggest problem is that it is difficult to drive the senior members of the team.

Solution:

Determine the sop for the work and analyze peers and competitors with the team.

Let them see how those who are doing well do it. Through our professional analysis, we can help them go from surface data to in-depth analysis of operational actions.

It gave the team confidence and helped them understand why they had not been doing well before, where the problems lay and how they should adjust now.

And constantly repeat and clarify to the team the importance of private domain positioning to the company.

As well as their positioning, future plans and directions, so that the team can work together.

3. Question

Their last private domain campaign achieved a conversion rate of 5% and customer acquisition of 7.8%, but there was no data on repurchases from old customers or conversion cycles for new customers.

The chaotic labeling system seriously leads to inaccurate data analysis by operators and makes business operations difficult to use.

There is also a problem with the dimension of data acquisition, and the value is incorrect.

The community is seriously aging, koc's operations are simple and crude, and there is a serious loss of data. None of the people in charge of these data paid attention to, discovered, and analyzed the problems.

Solution:

For communities with low conversion rates, disband them as soon as possible. For customers who have not purchased for a long time, reach out to them as soon as possible and delete those who cannot be converted.

Remember, customers have purchasing power, and if they don't buy from you, they will buy from somewhere else.

Reorganize the label system and determine the labels for 5 business scenarios.

Other tags are not displayed on the business front end, but are used for back-end data analysis. Not every piece of data needs to be analyzed every month, so unnecessary workload should be minimized.

4. Cut

Their product chains are not long enough, their varieties are limited, and their stickiness to customers is not strong enough.

There is also the problem that the packaging is too old-fashioned. It is a new consumer product (light health product) targeted at a new group of people, so its appearance cannot keep up and its influence will decrease.

There is also the problem that the functional selling points are not obvious and the pain points are not painful enough.

Solution:

Reorganize the product chain, mobilize the boss's resources, enrich the product variety in the private domain, and enhance customer stickiness in the private domain.

Recall koc and turn them into new product experience officers. Work with koc to change the packaging, refine selling points, and find consumption scenarios.

We will optimize all current promotion methods, and use participation + scenario + activity cycle and other methods to improve the conversion power of private domains in a positive cycle. Many companies are already doing private domains, and we want to make profits from private domains today.

How to make a profit and how much profit should be maintained are the calculations that companies must make. I believe that bosses are good at calculating.

Remember, when things are wrong, it is often because of the wrong people.

The private domain has been upgraded from individual combat capabilities to group combat, so it must be standardized.

Source: The consultant has sugar in his pocket, Editor: Chief

WeChat public account: Yan Tao San Shou