How to implement the seven-time marketing theory in private domain business scenarios?

Introduction: As operators, we often encounter situations where a user adds you, deletes you, and then adds you again for other or similar reasons after a while. Why does this happen? The author uses the Seven Times Theory to analyze this phenomenon. Let's take a look.

Many consumers cannot escape the seven-times theory after we repeat the touch. So, how to implement the seven-times marketing theory in the business scenario of private domain? As usual, before talking about the method, I first summarize the following "key points":

1. What is the Seventh Theory?
2. What is the current reach of private domains?
3. How to effectively increase the transaction rate
4. ………

If you think these questions are also your recent "random thoughts", then I actually suggest you take some time to read it. After all, this article only takes [15 minutes]. 3, 2, 1... Start sharing!

In traditional marketing, there is a famous theory called the "Seven Times Theory", the main idea of ​​which is that after repeatedly reaching out to users, they will remember you and leave a deep impression on them, so that they will think of you the next time they are in the same environment or have similar product needs.

Although this theory is not often heard, it has actually been pervasive in our lives. Think about it, the elevator ads, the advertising vehicles on the roadside, and even the building ads you see when you look up, aren’t they constantly filled with all kinds of advertisements?

But in fact, you will find that after being exposed to these places, when you buy milk, you will think of raising a donkey, and Mengniu and Yili are no longer your first reaction. We believe that this wave is the user's recognition and goodwill towards the brand, which ultimately leads to a purchase decision.

Therefore, the seven-times theory has become everyone’s favorite and most popular method. However, we can increase our thinking on how to apply this theory in the private domain ecosystem.

01 Where is the most common contact surface in the private domain ecosystem?

Lack of resources and unclear reach are difficult issues. How to expand the scope of publicity resources by expanding the scope of resources?

The first contact surface: WeChat official account

Official accounts are something that exist for a long time and are searched and discovered. Any article may not be seen by anyone, but it may be seen by hundreds of thousands or even millions of WeChat users. So even if the opening rate of official accounts is getting lower and lower, as long as it exists and can be searched, we still want to keep updating it and allow it to continue to output one-way to reach users, so as to increase the possibility of being found by users.

The second touch point: product number

A video account can post a lot of videos a day, but the core of the video lies in the likes of the crowd and whether it is accurately matched. If it is not accurate, it is actually difficult to form secondary dissemination. Moreover, if the video account wants to do well, it may require a special team to create it. The cost is very high. However, AI video creation is becoming more and more convenient, and it may become cheaper in the future.

The third contact surface: WeChat group

Group chat, which has never been lacking in the five or six thousand years of human history, will always be present in the WeChat ecosystem. Some new messages will have an obvious red dot reminder, and can interact with multiple parties, making it extremely easy to become a user's UGC situation.

However, the overall operating cost is very high. To create a high-quality group with fewer advertisements and even spam, you need to invest a lot of human resources.

The fourth contact surface: circle of friends

We have previously done a special issue on how to make the Moments better, but in order to maintain a high input, how to post multiple Moments and still have a relatively high interaction rate, and keep users swiping and not blocking you, this is another issue worth exploring in depth.

However, the reach of Moments is very wide, and it is still one of the good scenarios.

The fifth contact surface: private chat

Private chat is the best effect in the WeChat ecosystem. From the early push to the later email, and then to the private chat, this single service scenario and interactive dialogue can be said to be constantly optimized, and allowing users to continue to see it is the strongest guarantee.

However, precisely because of the timeliness, speed and convenience of private chats, it is easy to harass or disturb users, destroying the overall user experience, so there are certain limitations.

02 Why does reaching out improve the effect?

Multiple touch points can continuously optimize the user experience. Whether it is the early construction of one's own pool or the later commercial monetization purpose, all of this will always be inseparable from the logic of monetization.

From the early stage of traffic diversion to the later stage of refined operation, we should not always think about where the traffic is and what happens if there is no one. After all, many stores always say at the end of the sale: "Welcome to visit next time", but they really did not think that users would visit their stores a second or even third time.

The essence of all business transactions still depends on luck and the user's mind. When they want to buy something or think about something, the first person they think of is you. Otherwise, all efforts will be in vain.

We spend a lot of time attracting customers and making transactions through private domains, mainly to build a better connection, let trust run through the entire process, let users recognize and repurchase. After all, according to research reports, the probability of a user repeating a purchase in a store is 2-3 times, but it may bring 3-10 new customers to the store. From this we can see that the value of old customers is more about bringing new customers, and loss is also inevitable.

03 Don’t try to establish a contractual concern, remind yourself from multiple dimensions

Many private-domain businesses are trying to establish contracts with users to make users care about their products, but this is a wrong idea in itself.

In this day and age, when you don't even know whether to choose Coke or other beverages, you still want your users to think of you when they buy or eat something. This is just a wild idea.

We want to reach users through a large number of multi-dimensional means, telling them that they can choose us for lunch today, and can think of us when they don’t know what to eat, or that we have prepared a little surprise for them if they haven’t been here for a long time. We want to continuously reach users and let them really remember us. Only in this way can we achieve a closed loop of private domain reach.

Of course, in the past two years, many people have been spreading content in the private domain, which has made many people feel that the private domain is becoming more and more important, and they also understand that digging a well is expensive and water is free. But please don’t forget that water is always free. What we need to do is to convert traffic into private domain at a lower cost, and make the private domain retain longer and longer, and even get higher theory, which is the essence of the private domain.

Of course, I finally hope that in 2023 you can really do a good job in private domain and make good use of it.

Author: Pingfan Youth

Source: Private Domain Operation Notes