After understanding the private domain, do the private domain

In recent years, the concept of private domain has become very popular, and operators often mention the word "private domain". But what exactly is private domain? How to operate private domain? This article systematically and comprehensively analyzes "private domain" and explains and answers the problems that may exist in private domain operation. It is recommended for people who want to understand private domain operation.

I did a live broadcast a few days ago and talked about private domains. Wang Qiang asked me, do you have any successful cases of B2B marketing departments doing private domains?

I spent 10 seconds thinking about it and said, no, but maybe I am just ignorant. But then I thought about it again and again, it could be that the marketing department around me is doing private domain things, but it doesn’t seem to be called private domain. It’s like we have been doing key customer marketing for many years, but the company doesn’t call it ABM. Well, this possibility is very high.

The term "private domain" has been gaining popularity in recent years, and even some Internet celebrities are talking about it. Many company bosses have thrown down the task and asked the people below to start looking for ways to do private domain. Many people have also come to me. In fact, I want to say that you should be calm and not be overwhelmed by the concept. In recent years, there is nothing new in marketing. Maybe the concept is just a summary of what we have been doing for a long time. What you are doing now may be doing private domain.

1. How to define public domain and private domain?

Currently, there is no authoritative white paper telling us what is public and what is private. In terms of value, I understand that the scene where you can contact the other party belongs to the private domain. For example, the clue pool, public account, circle of friends, WeChat friends, etc., as long as you can contact the other party and the other party can respond to you, this place can be called a private domain. So, how do we understand Zhihu or Bilibili? If the other party browses your content, this belongs to the public domain. If the other party follows you and becomes your fan, it can be understood as a private domain.

Private domain refers to scenarios. What scenarios does it include? Lead pool, public account fans, WeChat (enterprise WeChat) friends, WeChat (enterprise WeChat) groups, email database, fans on platforms such as Zhihu, Bilibili, and Xiaohongshu.

You can take inventory of your private domain assets and divide the quality of private domain scenarios into strong, medium and weak according to the possibility of leads being transferred out.

Strong connection: clue pool, phone calls can be made;

Medium connection: WeChat (Enterprise WeChat) group, WeChat (Enterprise WeChat) friends;

Weak connections: public account subscribers and fans on various platforms.

2. Now that we have a private domain, what should we do next?

B-side marketing should be carried out around the marketing funnel in the figure below. All your marketing actions are either to obtain leads or to help convert leads into MQLs. If it is not carried out around the marketing funnel, the ROI is likely to be problematic. Digital marketing that is not aimed at acquiring customers is rogue. Therefore, in B-side private domain operations, what needs to be considered is how to transfer users in different levels of domains to the strongest state, that is, to encourage users in various states to become leads.

Of course, before that you need to be clear about how you define leads for your company.

In the B2B business, the goal of private domain operations is to obtain MQLs to distribute to sales, and obtaining leads is also a necessary part of it.

3. Daily work of private domain operations

Social group operation, email group, SMS group, public account tweets, circle of friends marketing, etc., but the most important thing is the cleaning and incubation of leads, so the existence of an MDR team is needed. Do you feel familiar with these daily tasks? Because before the concept of private domain was introduced, the daily operations of the B2B marketing department were also doing these things. It’s just that they are distributed in different teams. For example, the operations of public accounts and social media are mostly distributed in the content team; social groups and email group, and even MA marketing automation work, will have a separate team to be responsible for them. Some marketing departments call it the user operation team.

4. Common Misunderstandings about Private Domain

1. Private domain is the enterprise WeChat group

Not really. The fruit seller downstairs in our community added me on WeChat and created a group. Usually, when there are new fruits or discounted products approaching their expiration dates, he will notify the group, and his fruits will sell out very quickly. At this time, the WeChat group is a private domain.

A company has more than a dozen WeChat groups, where many people interact every day, and the company also posts some activity white papers in the groups. In this case, the WeChat group is still a private domain.

But this does not prove that private domains and corporate microblogs must have a relationship.

2. Private domain is to gather a bunch of people together

The so-called group refers to the gathering of people with common characteristics, and the organizer needs to provide corresponding value to the group, and everyone gathers because of the value. It does not mean that if you create a group and people come in, you have a private domain. If you cannot provide high-value information, people will still leave. There are too many messy groups now, and people's requirements are also high. Value plus personalization is the key information to retain people. Many companies regard the goal of attracting people as a private domain. Please note that this is a big misunderstanding.

3. The company asked me to work in the private domain, but I didn’t know where to start

Why not ask a few more questions, what does the boss want? Is what you are doing now already part of the private domain? Don't do things for the sake of concepts, otherwise all you can deliver is just a PPT solution. If the boss doesn't understand, tell him. What we need to do is to get the leader's underlying demands, and then solve the problem for him with the best answer. We must have the ability to think independently.

Author: Zhao Yan Digital Marketing

Source: WeChat official account: "Digital Marketing Practice"