[15,000-word summary] A must-read for experts: 7 years of accumulation, 10 lectures in the enterprise field

In the current environment, many companies are integrating resources and seeking a second growth curve, or using digital tools to expand their business, or establishing a second income curve for individuals. The author summarizes his experience in public and private business operations in the industry and shares it with you, hoping to inspire you.

Many companies, including but not limited to Internet software practitioners, Internet content practitioners, Internet e-commerce practitioners, and even many bosses of traditional businesses, hope to integrate their skills, or integrate their resources, or integrate their own businesses, and use more digital tools to expand their business operations or establish a personal second income curve.

As an individual who has built his own second curve, an independent marketing consultant for corporate operations, and a practitioner with practical experience, I will talk about all aspects of the public and private domain operations of enterprises from 10 levels. It can be said that this is the most unreserved article I have written in my 7 years of work, and the content of the article currently costs at least several thousand yuan in many training circles.

My goal is to either crush my peers or be crushed by them. That's how it is.

1. Project status diagnosis for large, medium and small enterprises

The first step to determine whether an enterprise is suitable for private domain or whether it should do private domain is to diagnose. Only after diagnosis can the right medicine be prescribed.

From my personal experience working in large, medium and small companies:

1. Small business (selling goods)

This type of enterprise has a low tolerance rate and attaches great importance to profits and investment-output ratio. In public domain operations, they focus more on channels that can quickly produce actual results. For example, sales-oriented enterprises focus on operating Taobao, Tmall, JD.com, and Pinduoduo stores. For store-type enterprises, traffic basically belongs to customers with high purchasing intentions. Now small stores basically have no customer inquiries without paying.

Therefore, it is not recommended for novices . Large brand store owners are suitable for private domains, while small ones are not recommended to do private domains or such stores. Online is the world of traffic channel owners, and establishing a private domain is essentially the process of transforming an enterprise into a traffic channel owner.

2. Medium-sized enterprises (software)

The growth of medium-sized enterprises can be divided into two categories. One is small enterprises, which have opened up a profit delivery model through a certain channel bonus, and then rapidly expand on a large scale to form an enterprise with a certain user scale; the other is to make strategic losses in the early stage and then seek profit points in the later stage. This kind of risk is relatively large because the future profit situation is difficult to predict, but one thing is certain that the construction of private domains can greatly increase the profit opportunities of enterprises.

3. Large Enterprises (Education)

Generally, such enterprises are either already listed or on the way to being listed. Their most typical characteristics are that they have complete and standardized systems and are financially strong. They have established strategic development goals and will basically invest heavily in long-term development. Due to their financial strength and large number of employees, the private domain sector can more easily form scale directly in the short term, and thus become an important supplement to the long-term development of the group.

Therefore, when enterprises of different types and stages engage in private domain, their corresponding purposes are different, and naturally their management strategies are also different. Private domain directly solves the problem of user acquisition, storage and ownership.

4. Common customer acquisition, storage and attribution diagnosis for enterprises

Generally speaking, there are four links that a business cannot avoid when doing private domain operations online: dissemination, bait, storage and attribution.

(1) Communication: Baidu bidding (pass), information flow from different channels (pass), WeChat official account soft article dispatch (pass), platform content flow (delivery), short video flow (delivery), live streaming (delivery), video content flow (heating delivery) Universal communication formula: star effect + hot spots + resonance of values. This is the most common means of communication and customer acquisition.

(2) Bait: The so-called bait is the bait used in the content dissemination process to change the behavior path of the target group by providing them with something they need.

The normal user's path is: your Internet information content (website, article, video, picture) is displayed in front of the user; the user has two choices at this time. One is to stay and read your content carefully before the user's patience and interest disappear, and find your contact information through your content information and the value points provided in your content information to interact with you (leave a message, private message) or contact you directly. The other is to bypass and selectively ignore it and quickly swipe past it.

The bait design can be in the content, on the cover, or at the end of the content.

(3) Storage: The most direct classification of users is into closed customers and unclosed customers. Different companies have different attitudes towards potential customers, but they generally have a CRM customer management system with phone numbers as the core information storage. At the same time, sales staff also communicate by phone and worship as the main communication method.

The government is increasingly tightening control over telemarketing, and as a result, the effectiveness of telemarketing is declining. Telephone calls are suitable for making sales contacts, but they are unable to achieve a multi-faceted impact and cultivation process.

Therefore, the storage method of potential customers has been updated to store customers’ WeChat IDs as friends, so as to facilitate long-term cultivation and conversion. For successful customers, long-term repurchase and word-of-mouth referrals are mainly achieved through private domain storage.

(4) Ownership: Ownership of user assets is an important issue that enterprises need to solve when doing private domain business. Most business personnel of enterprises adopt the model of assigning salespersons to potential customers, allocating mobile phone numbers, and letting WeChat accounts settle on their own. When customers leave, they can take their WeChat accounts with them. This model will cause the loss of enterprise user WeChat assets.

Because switching from phone to WeChat is also a cost investment, so the establishment of a private domain can solve the problem of property ownership.

5. Inventory and diagnosis of corporate public domain assets

(1) Brand assets: The methods and strategies for small, medium and large enterprises to build brands are different, but generally speaking, we will use the self-media matrix to do SEO to build credibility on the Internet. For example: Encyclopedia entries, Zhihu accounts, Baijia accounts, Toutiao accounts, but the laying of free content is mainly to lay the core keywords of the brand. It belongs to the category of network reputation management, in order to reduce the decision-making cost for users and enhance the decision-making support thrust.

(2) User assets: This is the source of the company's production performance. Therefore, the company needs to take stock of its own promotion channels, promotion pages, and contact windows, including but not limited to the number of fans, user orders, consultation messages, and private message windows. The company's private domain assets are repeated marketing contact with these fans, potential users, and old users of the platform, and they are transferred to their own customer management CRM system through certain methods. Now it is to transfer users to your company's private domain. I will provide a detailed data explanation of the specific operation method in the complete closed-loop path.

(3) Carrying modes for different user scales: The number of users that a general private domain system can carry can reach millions, including public accounts/service accounts, mini programs, video accounts, and independent apps. However, if the number reaches more than one million, it may be necessary to consider independent APP software system carrying. Generally speaking, this is not necessary.

(4) Examples of companies with their own private domain management: Three Squirrels, Luckin Coffee, KFC, TAL Education Group, New Oriental and many other large companies are using the same private domain management system. I will talk about this in detail later.

Therefore, at this stage of diagnosis, business owners or everyone need to carefully judge their own business type and decide whether the company should invest in private domain operations. After all, this is a long-term thing, and generating real profits is not as simple as everyone imagines.

Strictly speaking, many categories may not be suitable for private domains because they are not profitable enough, their average order value is not high enough, or their repurchase rate is not high enough. If you cannot make a reasonable diagnosis of your business or set reasonable goals for private domains, it will be difficult to advance private domains and may end up in failure. This is the most practical reminder I can give to you as an old trader.

2. Five common misunderstandings of enterprises in building private domains

Many companies have a very irrational understanding of private domains, so they are prone to fall into some misunderstandings. Here I will analyze it from the following five aspects.

1. Does private domain mean that I no longer need a telephone system?

This issue actually needs to be understood from the basics. In fact, private domain means that with the help of enterprise Internet digital tools, the enterprise can accumulate its own user assets over a long period of time, achieve controllable direct reach to users, build a user asset moat, and become the master of its own traffic.

In the Internet, small businesses are APP sub-accounts, and large businesses are APPs. WeChat is just a more efficient storage, contact, and monetization channel than the phone. But in comparison, no phone system is more long-term, stable, and secure. Phones are not easy to delete, but WeChat contacts are easy to delete. Therefore, you can consult to keep the phone number on the basis of adding contacts.

2. Is it very difficult to build a private domain pool?

It is not difficult to build a private domain pool, but operating it is the difficult part. How to understand customers, how to operate and stimulate user demand, how to provide comprehensive and timely satisfaction, and how to achieve increased performance are the top priorities and the most difficult of all. When the level of principles becomes a consensus, the level of techniques needs to be explored in depth.

3. Does it take a lot of investment to develop private domains?

On the contrary, the main investment in the private domain is the continuous customer acquisition cost of the private domain and the stable long-term monthly labor cost. To build a user traffic pool of 500,000, a one-time investment of 20-50 mobile phones is enough. The mobile phones are distributed to new employees, who are required to apply for mobile phone cards and register WeChat accounts. They are also required to sign the ownership of the WeChat account and unbind it when they leave. The user's property during work can basically be taken back by the company.

4. The deified private domain, can you get rich by doing private domain?

It is not the time when WeChat just came out. The efficiency of private domain management has been surpassed by live streaming. Enterprises building private domains is more of a means of long-term operation, that is, in-depth and long-term operation of customers accumulated over a long period of time. The emphasis is on accumulation and benefits for generations. It can be used repeatedly and cashed out many times. When you don’t want to cash out, you can sell it as a company’s own asset. Finally, cash out again. Even if you want to switch projects, you can also be your starting user.

5. After you have completed your main business in the private domain, can you let it go?

This actually involves the question of what position the private domain should occupy in the team. Enterprises that directly operate private domains are completely dependent on private domains, but for many enterprises, private domains are more of a supplement to their main business. Solve the problems of user asset ownership and storage. When the user pool is not very large in the early stage, the performance that can be generated is actually far from enough to support the team.

If you have made a basic judgment on your business form, have a real understanding of the role of private domain, and have decided to do private domain, then the next step is to start preparing for private domain operations and we can get started.

III. Six preparations for private domain operations

1. Project evaluation: 0-1 projects

For example, the project's starting capital is 100,000 yuan; the goal is to turn the 100,000 yuan into 1 million yuan through operation. Large enterprises may be more generous and don't care about this little money, that's another matter; now we just need to allocate this 100,000 yuan.

Fixed categories : There are not many categories that can generate direct profits to cover costs and expand the private domain pool. They need to meet high gross profit, high repurchase, and high customer orders. Some common ones are wine and beverage types, tea types, maternal and infant milk powder, health care products, cosmetics, etc. There are also some relatively more secondary categories, such as high gross profit, high customer orders, but low repurchase, such as: real estate, smart home categories, electronic products, mechanical equipment, etc. This is generally to establish a category ecosystem.

This path is to be a channel operator first and then a manufacturer. Invest most of the money in acquiring customers, and then convert them. If you can achieve a positive cycle of conversion and customer acquisition investment within a two-month period and achieve capital expansion, then you have basically opened up the business route. Be cautious in recruiting in the early stage, because the initial labor cost may be the largest operating cost.

Projects 1-100: Most companies now have their own profitable projects. Most existing companies cannot survive without their own business. Large, medium and small companies can try to expand their business through this set of methods.

2. Private Domain Target

For companies that already have a business portfolio, the initial private domain goal is to make user assets owned by the company.

As for whether to conduct unified configuration and operation, it depends on the pursuit of each enterprise. In addition, what kind of operation strategy and operation system should be adopted. There are certain requirements. However, in the early stage, if the business is in the primary storage stage, it is not necessary to adopt a unified operation method. Instead, the business personnel can conduct their own differentiated operations and give them some basic training. When the storage volume of private domain users reaches 50,000 or 100,000, then a unified operation action can be designed.

The operating strategies for companies of different sizes are also different.

3. System Configuration

Private domain construction involves the selection of outbound call system, SMS system, and private domain system. The average cost of the system is about 20,000 yuan per year.

Outbound call system - Generally, large and medium-sized enterprises already have their own independent customer management system, because in the past, enterprises mainly stored their customers through telephone. Those who already have an outbound call system do not need to stop it, because it is an existing asset. The advantage of the telephone system is that it has high customer stability. However, the current mining of telephone customers is basically based on intelligent outbound call systems, such as the manual ones of Tencent XX, or XX Intelligent in Hangzhou, etc.

The system fee is high, so we don’t need to set it up if we don’t have it. The SMS marketing system is mainly used for coordinated marketing based on the content of the phone call. Many outbound call systems have built-in SMS marketing functions, so there is no need to set it up unless necessary. Large enterprises generally have such systems, so there is no need to stop them.

There are two directions for private domain systems: one is to do enterprise WeChat, and the other is to do personal WeChat configuration. The distance between personal WeChat users is closer, which is suitable for small and medium-sized enterprises. Large enterprises have a large business volume and are suitable for enterprise WeChat. Enterprise WeChat has a large carrying capacity, which requires a corporate certification fee of 300 yuan. If you access the enterprise WeChat management system, you need to pay additional enterprise WeChat service fees and session document storage fees. For example, the granary system where everyone is a product manager.

WeChat for Business is the main system promoted by Tencent. It is convenient for enterprises to manage users and conduct unified operations. It can clearly know the growth and retention of users. At the same time, it is convenient for enterprises to supervise the operations of salesmen. Personal WeChat is more distant from users in life, and the potential business conversion opportunity cycle is stronger in principle, but it is not easy to conduct business supervision and the existence status of users is not clear.

4. Mobile phone configuration

If you choose WeChat for Business, you don’t need to configure the phone additionally. You just need to let the salesperson bind WeChat for Business. If you use WeChat for Personal, you need to configure a phone for the salesperson. You can choose a new phone of about 1,000 yuan. You can also configure a higher-end phone. This depends on the company’s financial resources. Xiaomi and Huawei phones are both fine. It is recommended to have a larger memory, and other configurations do not need to be too demanding. We do not recommend purchasing second-hand phones, because we do not know the previous use of the second-hand phone and whether the phone has been downgraded before. So to be on the safe side, it is better to use a new phone.

5. Onboarding

Employees are required to bring their ID cards to apply for 1-3 mobile phone cards when they join the company. In the early stage, they need to store personal WeChat accounts. The project has just started, and because the number of WeChat accounts is limited, you can request to apply for more accounts. One person can register 5 WeChat accounts at the same time, 2 for daily personal use and 3 for the company, which are mainly used for storing accounts. If you already have enough, you can apply for 1 per person, which is determined according to the business volume; the relevant telephone charges will be paid by the company.

6. Document Signing

Sign the mobile phone collection and safekeeping document, and hand over the registered mobile phone card to the person in charge, who will arrange the registration, modify the WeChat account, password and other information, bind a blank bank card, and add company users for communication. When leaving the company, unbind the corresponding personal information and transfer it to the current employee to make a new binding.

Once you have completed these preparations, the private domain will basically begin to enter the stage of connecting the public and private domains.

4. Closed-loop channels for public and private sector operations

1. E-commerce companies

E-commerce companies basically have their own public domain business platforms, including but not limited to Xiaohongshu, Douyin and Kuaishou live broadcasts, and channel influencers’ pure commission sales. Therefore, e-commerce companies basically operate private domains around successful customers. If it is a one-time business and the transaction can be completed directly on the front end, then whether or not to operate private domains will not have much impact.

This mainly depends on the possibility of your business continuing to make transactions on the back end. In addition, due to the restrictions of major e-commerce platforms, e-commerce companies cannot obtain detailed information about users, so the ways for e-commerce companies to reach users have become very limited.

Main link 1: Product (with QR code) -> Mailing (package card) -> User reach -> Bait guidance -> WeChat add -> Backend operation.

2. Service companies

For service-type enterprises, there are basically no direct transactions on the front end, so the front end is basically used to acquire customers.

Main link 2: Directly promote the website, register on the landing page -> leave information by phone -> salesperson -> phone contact -> add on WeChat -> deep back-end service.

Main link 3: Industry contentization: short video/live broadcast of platform sub-account -> release bait -> private message/message -> WeChat information -> user addition -> back-end operation.

3. Local stores

The advantages of local stores are gradually being replaced, and with the help of online platforms, residential entrepreneurial culture is gradually becoming popular. However, the bosses who still stick to their stores should also make some appropriate adjustments and changes.

Main link 4: Enter the store to browse/purchase -> Reception by the clerk -> Release the bait -> Leave information on WeChat -> Back-end operation.

Among them, the most direct issue affecting the efficiency of drainage is the design of common baits, and the common baits are basically the following categories: "e-books/internal documents/confidential documents/materials/actual products/VIP experience cards/discount coupons/courses/cashback" etc.

Therefore, you can make reasonable design based on your own business situation.

Below I will talk about the 9 designs of touch card bait in relatively more detail.

4. 9 designs of contact card bait

(1) The simplest positive review card: the basic positive review card for e-commerce companies, five stars + more than 10 words of positive review = a fixed amount.

(2) Blind box touch cards: Blind box touch cards add a certain degree of uncertainty to the touch process, adding some entertainment elements, and scratch-off lottery winnings.

(3) Physical gift type touch card: For example, a physical gift package can be obtained for 0 yuan. To obtain a physical gift package for 0 yuan, you need to invest in physical gifts, which may cause problems in controlling the cost of attracting customers.

(4) After-sales service contact card: For some products that require installation, we provide installation videos and other service content. For example, furniture assembly requires after-sales support. Then we sell derivative products.

(5) Touch Card provides professional services: providing certified professionals suitable for back-end member-centric services, such as nutritionists, wine tasters, tea artists, etc.

(6) Membership card: Give away a physical membership card with a strong sense of value, such as providing a virtual course worth 1980 or 5980.

(7) Touch Card Founder Service: The boss’s IP is handed over to the boss in the short term and to the assistant in the long term.

(8) Distributing coupons with Touch Cards: Distributing coupons is also an important way to promote repeat purchases. Of course, this involves coupon management tools, so third-party software or self-developed mini-programs are required.

(9) Drain traffic by placing instructions on the product itself: Some e-commerce platforms themselves prohibit back-end drainage, so creating a drainage window on the product can avoid having the store closed by the platform.

The purpose of baiting is to divert users from public channels to private channels and build your own backend private pool. However, you need to make it clear whether your backend needs to do this and the monetization model. Then, you can design a drainage card based on the access channel. For example, e-commerce uses the form of access card.

Generally speaking, for online dissemination, the bait design commonly used is electronic files, customized solutions, etc.

Therefore, at this stage, you need to clarify the path and bait of your project, and then we can enter the back-end operation stage. In the back-end operation process, 8 basic tasks are involved.

5. 8 foundations of enterprise micro/individual micro backends - IP-based founders/salespeople, building high potential, building strong trust, and building a stable and long-term monetization network

(1) Avatar design: real-life avatar > pet cartoon avatar > brand logo avatar

(2) Personal signature: You can just sign your own values, which can be more down-to-earth; you can also mention your identity.

(3) Background wall: Try to objectively and truthfully explain the value points and core service scope. It is best to have a certain living temperature. (Mainly for long-term anti-deletion)

(4) Operation window - one-on-one private chat: Features: labor-intensive, service-intensive, and in-depth; suitable for industries with high gross profit, high repurchase, and high customer orders. Among them, high gross profit > high repurchase > high customer order. The customer unit price can be increased by adjusting product strategies, and high repurchase can be achieved by adjusting the progress and amount of product use. However, high gross profit is a flaw. If the team is not satisfied, it will be difficult to move forward. Therefore, the profit margin of the product is very important. The more ideal products are: men's alcohol, tea, baby milk powder, women's cosmetics, and health products for the elderly. One-on-one customization and service can create the best service conditions, but it also requires a large amount of manpower. What the company needs to design is a customized diagnosis for the user, determine the problem, provide a solution, introduce the product, demonstrate the value, and finally quote the price, and make appropriate concessions to complete the transaction.

(5) Operational window - one-to-hundred - community: Silence is the ultimate destination of the community. Under the daily operation state, the continuous activity will not exceed 7 days. Therefore, community operation, as a one-to-many window, is suitable for silent value delivery or short-term service expiration and dissolution. Try not to run a long-term free community. If you do, try to run a paid community. The 1 yuan 7-day course is mainly based on the community + one-to-one as a supplement to achieve operational transformation. Different projects have different characteristics and consider community services as appropriate.

(6) Operation window - one-to-one-friend circle: There are two sets of logic for the operation of the friend circle, one is the independent operation of the salesperson, and the other is the unified management of the company. The main operation is labeling and classification, and the hierarchical management of users. Labeling users is the key to the refined operation of the friend circle. The company's unified and refined management is based on the hierarchical management of salespeople.

(7) Operation Window - 1vWan-Video Account: The short video content of the video account is an important part of the private domain closed loop. It can be used for private domain live broadcast, improve monetization efficiency, and is a key link in leveraging the traffic pool of the WeChat system.

(8) Operation window - Official account/service account 1v10,000: the key link for carrying article content.

At this point, the basic work of your project has come to an end, but opening up the path is only the first operational goal. If you have output requirements or demands for private domain projects, then your real work has just begun.

5. Business Skills: 3 Management and Conversion Strategies for User Tags

Many traders or project leaders do not care about labeling, but labeling is of utmost importance. Labeling facilitates targeted operations for different people and is a core link that private domain staff cannot avoid. The main purpose of labeling is to promote conversion. How should it be done specifically?

1. Add date tags

The date labels year/month/day are basic conditions, which are used to test the conversion cycle or to carry out operations with different focuses on users in different periods. For example: 2022.12.8+customer intention+user nickname, generally called the end, is noted like this. Similarly, you can divide the secondary categories according to different months to achieve periodic stimulation and conversion of the circle of friends.

2. Customer intention label

S is a closed customer/A is a customer close to being closed/B is a customer with high intention/C is a passerby who asks casually/D is a customer who is unlikely to be closed. To label the intention, you need to label the user's notes for faster search and also label the tag part so that the circle of friends can provide targeted content stimulation to different high-intention customers to improve conversion. This is a dynamic process, so members need to update the tags regularly.

It is not convenient to conduct unified supervision and inspection on individual WeChat accounts, so the benefits of corporate WeChat come out. Therefore, choosing different business tools will require facing different problems. If it is the salesperson's own initiative, then let them play freely based on their own consciousness.

3. User source tag

Generally speaking, users from different channels have different characteristics. If the sources of users are not uniform, it is recommended to manage the sources. The sources are convenient for reviewing the results of later conversions to optimize the channels for acquiring customers. The above three categories are what I think are the most core labels.

C/D accounts have the largest number, so you can just operate them normally; A/B accounts need to be followed up, and when necessary, you should stimulate different individuals with random content in their Moments. Therefore, learning how to write marketing content is a compulsory course. Of course, you need to conduct differential analysis for different projects and business characteristics.

4. The 1-10-4 Rule of Monetization Copywriting

Performance output is a systematic job. It can be as small as the communication skills of the salesperson to the actual production of various content in the back-end, all of which have a direct impact on the performance. Therefore, I summarize this work into the 1-10-4 rule, namely 1 mentality, 10 principles, and 4 guidelines.

1 key point: The key to efficient conversion is to repeatedly display and stimulate the core value points that users care about. The limited time and quantity of preferential privileges are the short-term magic weapon to stimulate short-term transactions.

For example: why do students take extra classes? To get high scores; why do users buy wine from you? Because it is high-quality and cheap. Basically, all products have the same selling point: high value and low price. That is, cost-effectiveness (except for users who are not short of money).

Why should users use your software? The functions match user needs, the system is stable, and the price is low.

Focus on the core business focus, penetrate deeply, and occupy the minds of users. Other content is basically secondary. For example, implicit and warm content, personal life content, etc., these are all auxiliary and secondary.

Just make appropriate arrangements and allocations.

10 principles for creating monetization copywriting:

1. The only purpose of advertising copy is to promote sales (purpose); - Before writing, think about whether it will be beneficial to conversion.

2. Good copywriting seems to be written entirely for the consumer’s benefit (principle) – Before writing, consider whether it feels good for the consumer from their perspective.

3. Consumer psychology, human nature is eternal and can be utilized (principle) - what point in human nature do you want to exploit when you write this?

4. It is costly to change the habits of the majority of consumers (principle) - For general projects, do not attempt to change the common sense and habits of users, and do not go against human nature, unless you are a large enterprise.

5. Selling a product without gaining final approval from the consumer is meaningless (principle) - unless it is a one-time deal or a short-term business.

6. Personalization and uniqueness can make you stand out (principle) - Differentiated marketing, being different can make you easily noticed.

7. The product itself is the best salesman, and consumers are the ultimate judges (products choose people, people choose products) - consumer word of mouth is the best expression of product strength.

8. Effective strategy: Regarding naming, pricing, and competitors (the most preliminary preparation) - easy to remember, cost-effective, and weak competitors.

9. Tell a complete story (strategy) - a necessary means to give the product a soul. Long copy or video presentation usually uses exaggeration and rendering techniques.

10. Collect as much information as possible related to the product you are writing the copy for (preliminary preparation) - this is the basis for extracting selling points, and it is very important.

4 guidelines for content creation:

1. The purpose of the copywriting title is to select people who are interested in the product (title) - the first glance effect, what value can it provide to others?

2. The more specific the better. General words have no weight (content) - numbers are the most direct reflection of this.

3. The use of pictures should be more persuasive than text (content) - dense text, like mine, is definitely not as intuitive as pictures. Unless you can explain it directly to the customer.

4. About the negative: Tell people what they should do, not what to avoid (note) - show the user's pursuit and aspirations, what they can't get is the best.

If you don’t have suitable content production personnel, then you can ask your content staff to keep the above rule in mind and use it as a center to expand and produce content.

6. Business skills: 10 tips for winning hearts and minds

The 10 strategies for winning hearts and minds [1.2.3.8.9] are the most effective strategies, and the others are additional.

1. The first step: Establish authority; potential accumulation and authoritative endorsement play an important role in transformation. Endorsement by official units, endorsement by experts in the field, etc.

2. The second strategy: building trust; solutions adopted by large companies in the industry, or recognition by consumers, are all good strategies for building trust.

3. The third move: exceed expectations; promise A, deliver A+B; but because of the difficulty of conversion, usually promise A+B, deliver A; therefore, the pressure of post-service is high, the reputation is poor, and long-term operation cannot be achieved. Because this is against human instinct, after all, it is difficult to pay out extra money after receiving it, except for one-time transactions.

4. The fourth trick: affinity. The main consideration for using personal WeChat instead of corporate WeChat is affinity. Personal WeChat has a stronger affinity for users, so it will be more conducive to conversion.

5. The fifth trick: necessary sense of ritual: have a legitimate reason. For example, if you want to make a deal through an event, you need a reason, such as Valentine's Day, anniversary, etc., and lower the price to achieve relevant collective conversion.

6. The sixth trick: social recognition: Some social media support and reports play an objective supporting role in consumers’ decision-making.

7. The seventh trick: group identity: We are more inclined to make common decisions with others.

8. The eighth move: Scarcity: limit the quantity and create scarcity. Not everyone can get it. It is often a rare opportunity or a thing is very rare. We always have the urge to possess more precious and scarce things. It is significantly helpful for specific transformation.

9. The ninth move: Sense of urgency: A sense of crisis, let consumers realize that the cost of missing the deadline is very high, so as to urge them to make a faster ordering decision.

10. The tenth move: mutual benefit and win-win: Attract others to become your personal partners through mutual benefit and win-win, and then use their own power and personal connections to open up the market for you.

You can use these ten tricks to superimpose products to build IP potential or product potential, and assist with related strategies to achieve corresponding sales pressure and promote output.

Here, you need to clarify the user pain points that your product solves, the differentiated value selling points, and the points that users care more about in your service.

7. Business Skills: 2 Sets of Script Designs for Event Marketing

Organizing activities is a strategy that many companies cannot avoid, so I will provide you with two sets of scripts here. You can design them according to your own categories. Even if you don’t have an event planner, you can successfully plan an event independently.

1. Short-term activities: mainly festival marketing

1. Activity goal: set performance goals. For example, if the actual conversion goal of this activity is 500,000, then the conversion goal for employees is 1 million. Aim for the best and you will get the middle.

2. Activity theme: Anniversary celebration, gratitude and feedback activities; the cause is justified. It is more credible.

3. Event categories: categories that must participate in events. Generally, new products are held in events to allow more people to experience them.

4. Promotional pricing: single product pricing and combination pricing. It is easy to reduce the price of a single product, but it is difficult to increase the price, so promotions are usually done in combination sets.

5. Activity cycle: short-term activities, usually scheduled for 3 days to a week.

6. Activity script: decide on a combination in the first two days, launch a new combination on the third day, and decide on another combination from the fourth to the sixth day; if it is a single product, focus on quantity. Use the method of launching - selling out, then launching more - selling out again.

7. Activity review: On the last day, the event is archived and reviewed. And organize the team to review it.

8. Determine reward and punishment measures: For example: the reward for achieving individual goals is 200 yuan, and the team will be rewarded with 500 yuan when completing the goals. Punishment: If the goal is not completed, write the reason for the review.

2. Long-term routine activities

Although it is a long-term activity, it can still be used as a short-term activity for consumers.

For example: If you buy today (this week), you will enjoy a certain benefit. After this time, there will be no more. The salesperson will adjust according to his own needs for orders. This is to give the salesperson his own authority.

You can set your own goals according to different businesses. For example, there are some educational projects whose normal price was 2,980, but because educational projects have no cost, for those who want to pay but are more sensitive to the price, you can set a bottom-line price, such as 500 yuan/1,000 yuan, allowing installments to be paid to enter the class.

Such a strategy. The key is to work hard to calculate the evaluation of transformation.

Each different category requires different activity design, but in the end, it will basically be stable and regular and patterned. Find out the special dates of each month throughout the year and then do the corresponding activities.

8. Management skills: Level 3 strategy for community operation

1. About community operation scripts

(1) Types of community

Many people divide communities into many types, such as: types that are aggregated from various themes, but in my eyes, there are only two types of communities in the process of project management, one is a free community and the other is a paid community.

Free community: It is difficult to operate, the population structure is complex, and in the long run, it does not have much operational value; it is not recommended to do it.

Paid Community:

(1) Basic community: 9.9/19.9/29.9 This kind of community is mainly about crowd screening and providing some basic services. For example, the real estate industry can provide some basic internal information, such as how to choose a house, some skill courses for choosing a house, and pay attention to the key points. For example, the automobile industry can also provide some basic car selection courses to help users avoid pitfalls. For example, car modification can be done related modification science popularization content, and a recorded video of a founder or core anchor can solve it. This is a key way for enterprises to quickly establish initial trust with users. Use payment to screen. Focus on operating paying customers.

(2) Level short-term course delivery community: 599/person, 799/person. House buying group/car buying group; for example, one-to-one service fee to help choose a house, one-to-one service fee to help choose a car. This is the second step to deeply bind trust with customers. Whether it is to buy a car or buy a house, you can charge or not charge this fee, or you can refund it after buying a house, and return it after purchasing a car, because the seller earns more money from selling the product. However, for companies with a large number of users, it can save a lot of time and further improve the overall conversion rate.

(3) Differentiation of high-end services: Different categories can be designed differently. There are some categories that do not require high-end communities. However, for example, private board members with social needs in training directions can consider high-end communities, private board members with founders as the core. This can be based on annual fees. It is mainly for industry exchanges, and some activities need to be held regularly. One-to-one services are provided to these high-end communities. Of course, the specifics are still arranged according to different projects.

(2) Applicability and characteristics of community marketing

Community is a one-to-many marketing window. If the profit of the product is too low or the average customer price is too low, it is not suitable for the long-term operation of the community and the output ratio is too low. However, the community's own construction window can be used as an auxiliary means in a private domain to help build live broadcast conversion of video accounts.

(3) Community basic structure and content SOP

Group names, group rules, and group content are designed in a unified SOP. Although distributed to different business personnel, the community can manage unified standards.

(4) The atmosphere of community operation marketing

If it is a transformation type community, it is necessary to manage the community atmosphere well. The management of this group of atmosphere requires at least 30 small accounts to participate to assist in the basic construction of community trust. Including small accounts at different social network operations, they all need to provide standard operational speech. This is of great help to improve users' sense of operational participation.

(5) Three process designs for community operations

(1) Determine the nature of the community—> low customer order virtual service—> 2-7 days short-term service—> delivery completion—> high customer order conversion into one-to-one service—> conversion completion—> disband;

(2) Determine the nature of the community -> low customer order physical products -> 2-7 days short-term centralized services (activity) -> delivery completion -> subsequent basic operations, and provide relevant content every day or weekly -> private domain live broadcast sharing community -> drain private domain for secondary stimulation -> enter the conversion stage.

(3) Determine the nature of the community—> high-priced product—> annual long-term service—> community service content + 1V1 service delivery plan—> annual renewal.

(6) Selection of tools for community operations

To achieve large-scale execution and synchronization of operations, Tencent does not open the corresponding interface, but some software cracks, but will have a certain business impact. So try to be responsible for the community manually, and each person is responsible for several key links in each period. Joint operation, and performance is based on the performance of each WeChat personnel.

At this stage, you need to clarify your products or services, whether they are suitable for community transaction model-level management links, and at appropriate times, you also need to make corresponding plans for your community service content.

9. Management skills: The significance of live broadcast of video accounts to private domains

1. Current status of video accounts

An important part of WeChat's private domain is itself a public domain attribute for private domain operators. Because the private domain itself has the ability to acquire customers, it is of great significance to study live broadcasts of video accounts and short WeChat videos.

The subsequent development of video accounts depends on the importance given by WeChat itself to video accounts. Every action is based on the data behind Tencent. The amount of the video accounts deposit has been criticized for being relatively high, and it is intended to control the quality of commercialization. Therefore, don’t dislike the high margin, which means that the dividends of the video accounts are.

2. Rules of video number

Distribute traffic 1 to 1. How many people will enter the live broadcast room in your own traffic pool? How much public domain traffic will be allocated according to the corresponding proportion of the WeChat system.

3. The significance of video number

The problem with private domains is that the efficiency of private domain conversion is reduced. Therefore, it is difficult for many private domain projects to make more efficient conversions, and live broadcast solves this monetization efficiency problem.

4. Video number traffic cost issues

The traffic of video accounts is generally expensive, but the production of content requires cross-border creativity. Some of them are better done, such as: I am quite impressed by the three fruits: through the unique catwalk type, a unique style was formed; for example: Sister Wang is here, and the catering is integrated through the rural hip-hop style, and it also forms a unique style.

5. Content creation and project development

Research more excellent external communication works and related accounts to reduce your own shallow innovations. It will help to efficiently promote the development of projects.

10. Team configuration management and performance appraisal

As a trader or project leader, what you need is not more about business efforts, but about team management. Therefore, what I will tell you at the end will be a team configuration issue.

1. Team staffing

Job Design:

(1) Review the business model of the project, web promotion (technology)-short video promotion (marketing video editing), and if the project leader can handle the materials required for promotion, there is no need to add additional relevant staff.

(2) If it is the mainstream live broadcast marketing now, there is a staff member responsible for the front-end, responsible for the production, planning, communication, live broadcast arrangement, and broadcast arrangement of content. Especially the recruitment of appearance anchors.

(3) Backend traffic drainage personnel: For example, staff who handle comments or private messages during the live broadcast.

(4) Sales side: Just flatten 1 N, it depends on whether the content and business need to be separated. If it is normal, it does not require unified management of the circle of friends. Generally, the person in charge can be directly responsible for content output, business training, screening and training of newcomers.

2. Team Performance Management

(1) The live broadcast traffic in the previous period must be responsible for the live broadcast effect and the effect of the private message. Assess the number of views, private message rate, provide standard live broadcast speech, and live broadcast prohibition. At the same time, staff who produce short videos must be responsible for the cost and effect of the production and delivery content.

(2) Sales side: management of assessment tags, daily content work on Moments, and management of Moments classification.

Performance commission design:

(1) Design commission according to conversion rate (2) Disburse commission according to performance.

For non-standard products, the performance appraisal order is set according to the average standard product. For example, if the price is less than this, it is calculated as less than 1. If the price is higher than this, it reaches this price and is calculated according to the corresponding multiple.

This can not only avoid the business from neglecting the conversion rate, but also cover the total amount of performance. The key is to set corresponding optimization goals, and optimize salesmen if they are lower than a certain performance goal. The strong are screened out and stayed.

3. Manager's daily work management

In the first half of the day's work hours, start reviewing the work of the previous day, performance goals of the day, and work arrangements. In the first half of the hour before get off work, start reviewing the work of the day. This is something that the person in charge must do. You must do it yourself in the early stage of the project and devote yourself to it. Until the project development enters a stable track.

In a new project, the person in charge must be ahead and play a role as an example. Only in this way can one establish one's authority in the project. If it is not invested by oneself, then the person in charge is actually a worker, but one must have the awareness and sense of being an investor. At the same time, after completing a project, accumulate good experience and hand over a complete project to the boss, and then start the next project.

From the person in charge to the founder, they are fed one by one. The design of the circle of friends and the design of the activity plan requires the person in charge to plan in advance to facilitate monthly execution.

4. Periodic goal management of the project

Since the project was established, monthly growth targets must be set, and various problems that a project may encounter during the trial operation cycle in the first three months are tested. At the same time, according to the monthly increase in personal output value target, it is designed according to a development plan of 1.5 times. If the corresponding goals are not achieved, the team needs to review and reflect, and optimize employees who have not reached the bottom line of transformation assessment standards for new employees.

5. Project input cost management

For large enterprises, when doing private domains, you only need to decide or not, and the rest is to make detailed arrangements, but for a newly launched project, you need to consider the cost of each position.

First of all, the promotion cost: the monthly promotion budget is 10,000.

Live broadcast position: commission of 5,000+ traffic diversion; or performance appraisal.

Traffic operation position: 5000+500 performance appraisal video content production position: 5000+500 performance appraisal

Salesperson positions: 4500+ performance commission + daily performance appraisal = comprehensive salary level top should be maintained at around 10,000; medium-sized ones should be maintained at around 7500, and low-sized ones should be maintained at around 5,000.

Comprehensive cost: 10000+6000+5500+5500+6000=33000 hard cost; 100,000 investment in three months, test whether the project can be successful, continue to do it, and if it is not successful, it will be dissolved. The project manager can set a proportion of 2000+ project profit commissions. The company accounts for the majority, and the person in charge accounts for the smallest. Or the profit commission points of 10000+ project itself.

In other words, for a new project, an investment of 100,000 yuan and a three-month investment can basically determine whether a project is feasible. Then business owners or investors, or young people with dreams and pursuits, can use this as a reference to build a project.

If you still feel that you have the necessity to build a private domain after reading these, then I highly encourage everyone to do it. After all, from a long-term perspective, the advantages of private domains are still very significant. Perhaps we cannot make money in private domains in the short term, but when users form long-term dependence with you, then from the perspective of the user's lifetime value, private domains are still a cost-effective investment.

Author: Fan Yiwen (Fan Erge); Source: WeChat public account "Private Domain Growth Fan Erge"