Private domain traffic operation, how to build personal IP? The key is these 5 steps

The author divides the private domain traffic operation into five points and points out the marketing principles of building personal IP. It achieves the complete operation concept of building, attracting traffic, and interacting, and realizes the reasonable operation of the private domain. I hope it will be helpful to everyone.

01 Correct positioning of people

Turn yourself into a symbol, and create a character label and personal charm by interpreting who you are, what you can do, who you need, and what makes you different. Clarify your industry field, determine target customers, and fan portraits to make users remember your differentiated content.

The first impression of your personality is very important. You need to use content, scenes, behaviors, catchphrases, colors and even background music to establish your symbol in the minds of users. The deeper the symbolic imprint, the deeper your personality is, and eventually your name will become the symbol of your personal IP.

There is no need to show your resume and history directly to the audience in the early stage. When the IP is first established, no one wants to know your story. They just want to see what value you can provide in time. The key is that the character symbol is easy to remember.

02 Establish a content matrix to ensure timely content distribution and low-cost traffic generation

First, build a content structure that matches your personal positioning and industry field, and popularize industry knowledge in the structure to answer questions for peers and resolve customer anxiety. Resolving industry conflicts is the upgrade route for content.

Then, after you have accumulated enough content, you can publish it on multiple channels and platforms, repeat it constantly, emphasize exposure, and stimulate others to record you.

Systematically constructing content structure and communication matrix, and monitoring the delivery effect, is the basic skill of personal IP communication.

03 Manage private domain traffic and interact frequently

When we distribute content, we must pre-bury clues! Personal IP not only needs exposure, but also allows users who recognize you to find you through clues, enter your private traffic pool, and prepare for subsequent paid conversions.

Clues include using questions and answers, solutions, documents, manuals, etc. to guide fans to communities, private messages, and live broadcast rooms, and then increasing fan retention and interaction rates through frequent interactions, and ultimately releasing fans' first-time purchasing needs through marketing activities such as live broadcasts and training.

04 Create MVP products to attract first-time consumers

This step is crucial, many IPs disappear here.

MVP is the minimum possible product that any industry needs to have. First, realize its basic functions at the lowest cost, promote it to a small range of users, verify needs, and collect feedback. For example, a trial package for 9.9 yuan and a trial class for 19.9 yuan.

The MVP product needs to exceed expectations, be worth paying for, be updated at any time, cooperate with private domain leads, gradually increase the scale of the community, and meet basic user needs.

Through a rich personality, high-quality content, accumulated pre-buried leads and MVP products, you can monetize your IP explosively.

05 Build a product portfolio to increase user lifecycle value

In addition to the main standardized products, you also need to design:

• A cost-effective product that is easy to spread and used to accumulate word of mouth;
• A high-yield product that is easy to split and shares profits with loyal users;
• A subscription product that supports long-term IP growth to improve user retention cycle.

Allow users to stay in your private traffic closed loop while experiencing the random combination of these products according to their needs.

Building a personal IP is a practice that requires strict self-discipline, continuous demands on oneself to become better, and at the same time influencing more people to become better.

Author: Pi Ye Operation, WeChat public account: Pai Ye Operation (pyyunying)