How do companies design private domain marketing models? Here is a set of universal templates that private domain operators must master.

The concept of private domain is becoming more and more popular nowadays, and more and more people recognize the role of private domain operation in business operations. So how should enterprises conduct private domain marketing? How can we build an effective and clear-minded enterprise private domain marketing system? This article divides private domain operation into three steps: drainage, retention, and conversion. Based on this, it divides the process of building an enterprise private domain operation system. I hope it will be helpful to you.

Private domain marketing is undoubtedly an indispensable part of current corporate marketing. But for most companies, although the concept of private domain is very popular, there are still many companies that do not know how to do it. I have talked about how companies can plan private domain marketing in previous articles. If you haven't seen it yet, you can take a look at the full process to explain how companies build private domain traffic pools.

Today, I, Pai, want to talk about the construction of a private domain marketing system. Of course, this part of the content does cover a wide range, and it is not something that can be explained in one or two articles or one or two videos. Therefore, I plan to use another angle to explain the content of the enterprise's private domain marketing layout. I believe that if you can read it carefully, you will definitely gain something. OK, let's not waste any more time and get straight to the main text.

In the field of operations, there is actually a universal business template, which is the three core links of traffic generation, retention, and conversion. This template can be applied to any type of business, such as community operations, user growth, e-commerce, etc. Therefore, private domain marketing of enterprises can also apply this template.

No matter how much content private domain marketing involves, how many strategies, layouts, the use of third-party tools, etc., let's put these contents aside for now, and simplify the entire online business of the enterprise into three links, namely, traffic, retention, and conversion. When we simplify the entire business into these three links, we can simplify some seemingly complex problems into a few simple problems.

For example, in the traffic generation phase, we only need to think about where users come from? How do they come? What kind of content, methods and approaches can be used to attract users? In the retention phase, we need to think about what kind of interaction with users? What kind of content, methods and approaches can effectively activate users? Finally, in the conversion phase, what kind of tools are needed to complete the conversion? What methods can improve the efficiency of user conversion? And so on. Let's look back at the entire private domain marketing. No matter how complex your private domain marketing model is, it can actually be simplified into these three core links.

For example, let’s look at this case:

This is the entire private domain traffic operation path map of a maternal and infant brand. Does it look particularly complicated? In fact, it is not. If we disassemble it carefully, we will find that its entire operation process can also be simplified into three links: traffic diversion, retention, and conversion.

In the traffic generation stage, users are mainly generated through mini-program fans and third-party public domain platforms, and the community is used as the main private domain traffic carrier. Of course, it will also actively guide users to add WeChat accounts, so that users can be labeled, layered, and other user management actions can be performed through the WeChat SCRM system. In the retention stage, user reach and activation are mainly achieved through community operations, such as planning community activities, topic sharing, etc., to achieve user interaction and active fans.

Finally, through methods such as signing in to receive coupons, community promotions, and product recommendations, we can further stimulate users' desire to place orders and purchase, and ultimately prompt users to complete conversions. How about this? When we look at this private domain traffic operation diagram with this universal operation template, you will find that it is not as complicated as you imagined.

In fact, as an excellent private domain operator, when designing the entire private domain marketing model, although details are important, at the beginning, you must learn to use the simplest way to modularize the entire private domain marketing process, such as simplifying it into three links: traffic, retention, and conversion, and then find ways to fill in the details in different modules.

For example, at the strategic level, in the traffic generation stage, it is necessary to formulate specific traffic generation strategies and output plans, including the specific methods of fission marketing; in the retention stage, it is necessary to formulate user management strategies, user interaction strategies, user growth systems, etc. In the conversion stage, you can plan event promotion plans.

At the operational level, the traffic generation stage needs to design specific new customer acquisition methods, bait design, channel promotion, etc. What daily operations and professional content need to be determined in the retention stage? Then it may also include personality positioning, personal account SOP, circle of friends SOP, community operation SOP, etc. Finally, in the conversion stage, it may also include product selling point extraction, promotional material organization, sales script SOP, and customer service after-sales service. Okay, these are the three core links of private domain traffic operation. Almost all private domain operations can be simplified using this template.

Next, let’s talk about some small details that we need to pay attention to when filling in specific strategies and content in these three links, that is, the 4 key elements that need to be paid attention to in the private domain marketing process!

They are: user touchpoints, benefit settings, content formats, and testing. When an experienced operator sees these four key elements, his first reaction will be, "Aren't these the key elements for attracting users?" Indeed, when we formulate a traffic strategy, we usually focus on these elements.

But in fact, these four key points are not only used in traffic diversion, but also in user retention, such as user activation, interaction, including user conversion, etc. These four key elements can be said to run through the entire private domain marketing process.

For example, in the user retention phase, we usually design a user membership growth system to improve user activity and loyalty. In this process, if there is no corresponding interest setting as a driving force, it will be difficult for users to grow spontaneously and consciously in your private traffic pool.

In the actual project operation process, we often have such doubts, that is, we finally directed users to the private domain, such as adding WeChat customer service. Then, we also designed a very reasonable membership growth system, but it turned out that users are still not active enough and the membership level has not been upgraded. In this case, it is difficult to improve the lifetime value of users, right! In fact, it is very likely that this is due to the lack of profit-driven.

You should know that private domain traffic operation is not only about aggregating users in your own traffic pool, but more importantly, it is about improving user activity, or constantly grabbing user attention. Therefore, whether it is user interaction or user emotional cultivation, it actually needs to be driven by certain interests. Otherwise, as time goes by, users will eventually become silent in the traffic pool. I believe that this is relatively easy for students to understand, right?

Okay, let's take a brief look at these four key elements. First, what are user touchpoints? The so-called touchpoints refer to what can be felt directly or indirectly by users. This feeling is mainly reflected in a sense, including vision, hearing, smell, taste, etc. To put it simply, it is the contact point between users. Different industries and products may have different forms of such touchpoints.

We only need to know one thing, that is, in the operation of private domain traffic, the wider the user touchpoints can be involved, the better the effect. For example, in the process of attracting traffic, if we look at the more successful private domain cases, they will set up private domain entrances in almost all major public domain platforms and channels.

For example, Luckin Coffee has set up entrances on several high-frequency access channels, such as the online mini-program homepage, coupon page, order page, offline store KT version display, posters, product packaging, etc., and also has layouts on several large public domain platforms. It is precisely because of such a wide range of user touchpoints that its drainage effect is very good!

Secondly, regarding benefit setting, I believe many people can easily understand this point, and it is quite common in the entire Internet marketing. For example, event benefits, user diversion, and fission in event planning require setting hooks and baits, etc. These all belong to the content of benefit setting.

How to set benefits and what should we pay attention to? I believe many people can say it, such as it needs to have a certain value, and it will be better if it is scarce, etc. These requirements are all correct! But in my opinion, the most important point is to grasp a core principle, that is, this benefit must be able to hit the user's pain point. Many times when we set benefits, we often pursue value, such as large subsidies, coupons, etc.

But these are just auxiliary functions. In many cases, users do not want cheapness, but the feeling of getting a bargain. So even if some users’ pain point is the price, if you use large subsidies and coupons as a profit driver, then what really works is not how much cheaper it is, but that you hit the user’s pain point, which becomes the key.

Let me give you a very simple example. A pet agency, when attracting users, offered a free pet consultation as long as the user entered its community. The final effect of this method is far more impressive to users than simply giving away a bag of cat or dog food. Therefore, when setting up interest points, we must focus on whether we can impress the user's pain points.

The third key: content format refers to the way you plan to display and push content and benefits to users. Common ones include posters, copywriting, mini-program page display, etc., and even marketing activities can also be regarded as a form of content. Well, there are several points worth noting in terms of content format:

The first point is that important information needs to be displayed in an important and conspicuous position. For example, if we look at the Baiguoyuan applet, the homepage puts the exclusive activities for new users on the homepage. It can be said to be very conspicuous, which is very beneficial for the promotion of the first order.

Secondly, the second point is to make the layout reasonable and good-looking in design! Xiaomi has a methodology called: ensure it is easy to use and as good-looking as possible. After ensuring the first useful information is displayed, it is necessary to make the overall design look better to a certain extent.

The last point is to avoid excessive content stacking. A mistake that many people make is to list the benefits, especially when attracting traffic, and they want to put all the content at once, but the result is often that there is no focus.

So the answer to the first point is important information, that is, you must highlight the most important point, the benefit. In fact, I don’t know if you have this feeling, but I feel that the lead card used by most food delivery companies, that is, the small card that allows you to add customer service WeChat to receive a red envelope after confirming receipt, is better than most e-commerce companies! It does not have so much content information, and it just highlights the words such as 3 yuan red envelope cash. It is particularly conspicuous and easy to catch people’s attention.

Finally, it’s testing! No matter how many channels and entrances you have set up for your user touchpoints, and at which links you have laid out your layout. No matter how your benefits are set up, and how the content is presented. In the end, it must be tested! And it is repeated testing, and only then can we find the most reasonable and effective solution. Moreover, in the future private domain operation process, we also need to combine user feedback and data analysis to continuously test the execution of new strategies.

Because user habits and even user pain points will change, strategic adjustments and optimizations will follow, so testing needs to be carried out continuously. The above are the four key factors that need to be paid attention to in the private domain marketing process. Finally, as a private domain operator, how can we combine these four key factors in the three core links of private domain operations to make an overall layout? We can do this through a table.

In the traffic generation process, we need to solve the problem of where users come from, and we need to think about whether the design of our user touchpoints can really and effectively reach users.

For example, through information flow advertising, new media channels, etc., and offline, we may need to design corresponding posters, product packaging, etc. to reserve our private domain entrance. The setting of benefits is to think about what content will attract users, such as coupons, welfare packages, etc., which are very effective user traffic bait. The main content forms are through soft articles, posters, cards, etc.

Finally, there is testing. The main purpose of testing at this stage can actually be summarized into three points:

The first point is whether the user touchpoints can be effectively reached and whether there is enough exposure;

Secondly, are the users on these channels our target users?

Finally, the user's attention path is whether it is too long or the cost is too high.

For example, on some third-party platforms, we usually cannot directly set up a private domain entrance. At this time, there may be a secondary jump. Will this cause a certain amount of loss? Is there any way to solve it? This is the ability of the private domain operator to retrieve the entire domain that we talked about in the previous course. Well, in the entire drainage link, our core purpose is very simple, which is to achieve user growth and expand the scale of private domain traffic.

Then we move on to the second stage, the retention stage. After users enter our private domain, we still need to design various user touchpoints to achieve the purpose of effectively activating users. For example, community announcements, proactive information push within the community, public account tweets, menu bars, and of course, one-on-one private chats and Moments between corporate and personal WeChat accounts. The benefit setting in this stage may need to be determined according to the situation, and there is no way to simply summarize it with coupons or welfare packages.

For example, e-commerce communities aim to convert sales, or to conduct direct marketing activities. In this case, you can continue to use the above as interest points, or you can combine them with activity content, such as instant discounts for purchases over a certain amount, and other means that can effectively promote conversions.

For example, if the purpose is to increase user stickiness and loyalty, a corresponding membership growth system is needed, which needs to clearly explain what rights and interests different membership levels have, such as value-added services, exclusive services, etc. Of course, you can also use the popular mini-games to increase user activity and stickiness through games.

The main content forms, in addition to conventional soft articles and posters, in the retention link, as we have mentioned before, marketing activities and even the establishment of exclusive communities are a type of form. Of course, there are also things like live broadcast previews, inviting users to enter the live broadcast room for interaction. The main purpose of this stage of testing is to see whether the content you designed can effectively increase user activity.

The last link: conversion. The most common situation in this link is that the user has participated in the activity, such as receiving a coupon, but did not place an order in the end, or even has placed an order but has not completed the payment. In this case, you need to think about what the main reason is? At the same time, solve the problem of how to force the user to complete the conversion as soon as possible.

Finally, after the user places an order, we need to find ways to stimulate the user's desire to share, and leave a good review for this purchase to accumulate word of mouth. Therefore, whether it is the design of user touchpoints, the setting of interest points, the determination of content format, etc., all revolve around this purpose.

Therefore, the tests at this stage are also centered on improving user conversions and stimulating the desire to share after placing an order. OK, the above is about the universal template for private domain marketing model design and their use in specific operations.

Finally, let's briefly summarize that the entire private domain marketing process can be roughly divided into three core links: traffic generation, retention, and conversion. Almost all private domain marketing models can be split using this universal template. Then in each link, we can work around several core thinking points.

For example, in the traffic generation phase, we only need to think about where users come from? How do they come? What kind of content, methods and approaches can be used to attract users? In the retention phase, we need to think about what kind of interaction with users? What kind of content, methods and approaches can effectively activate users? Finally, in the conversion phase, what kind of tools are needed to complete the conversion? What methods can improve the efficiency of user conversion? The specific strategy is to carry out specific work around the four key elements of user touchpoints, benefit settings, content formats and testing.

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