[Summary] 15 common problems in private domain operations

According to the big logical framework, private domain operations can be divided into five links: attracting new customers, retaining customers, promoting activation, converting customers, and fissioning. Each link can be divided into several contents. Today, the author has sorted out 15 common problems in private domain operations for us, and attached ideas for solving the problems. Students who want to understand operations should hurry up and have a look.

1. Why we are not good at private domain

1. Previous experience restrictions

If a company is growing rapidly through investment in its growth stage, then the underlying thinking of this enterprise is inevitably funnel thinking. This way of thinking can clearly sort out the data of each link of private domain operations. However, if operators use this way of thinking to operate private domains, it is easy to only focus on various conversion rates and ignore the personalized needs of users. Ultimately, the private domain will become a channel for advertising.

2. There is a strategy but it is difficult to implement

Although everyone has been talking about user segmentation, and many companies have already connected private domains with the CRM system, in the actual operation process, various issues such as KPIs and manpower make it difficult to implement the strategy. A problem that often arises is that I clearly know that this is the better way to do it, but in order to achieve this KPI, I have to choose other solutions.

3. No review, no reflection

This is quite scary. For example, after you have completed an activity and the data is very good, others ask you the reason and you tell them it is a coincidence. If you don’t want to say it, that’s fine. The worst thing is that you really think it is a coincidence. There must be a reason for the good or bad effect of an event. If the operation staff does not conduct analysis, they are actually walking with their heads down. The longer the time, the weaker your control over the operation results.

2. Why do private domain?

1. Data traffic is getting more expensive

According to the past funnel conversion logic, it cannot meet the growth needs. Therefore, we began to focus on private domain to do repeat purchases, fission and attract new users, and form a closed loop of back-end user operations.

2. Enhance user value

Spread the marketing costs. The cost of advertising marketing is getting higher and higher. To control the cost, you either need to increase revenue or reduce expenditure. It is difficult to reduce expenditure, so you can only increase revenue and let the users acquired at high cost produce greater value, such as repeat purchase, additional purchase, fission, etc.

3. Transformation of user relationships

The private domain is the intermediate link in the transformation of the strong or weak relationship between the brand and the user. Through the operation of the private domain, users can have a deeper understanding of the brand and make the brand image more three-dimensional. For example, Luckin Coffee’s live broadcast on the video account allows users to chat directly with the store clerk and see the entire process of making coffee, which will undoubtedly make users have a deeper impression of Luckin Coffee.

3. Analysis of Private Domain Traffic

Advertising traffic: It is through placing advertisements on e-commerce search engines, information streams, websites and other channels to attract users to our websites, communities, apps, etc., and then convert them through telemarketing or offline sales.

Content traffic: It is to attract users to our private domain by publishing articles and videos on media platforms. Users with strong demands will be converted through telemarketing or line sales, and users with weak intentions can be kept in the private domain first.

In addition to these traffic sources, we also have community traffic, offline traffic, word-of-mouth fission, channel cooperation and other traffic sources.

4. How many strategies are there for user segmentation?

User stratification is actually classified operation, which brings the same users together. Therefore, we will label the users, including our CRM system which can mark the purchase status of different users and push promotional plans in a targeted manner. However, the problem with this model is that it is easy to formulate strategies, but difficult to implement them.

Another strategy is to stratify users based on their strong or weak relationships. Users with high intention and strong relationships can be directed to the community for maintenance, while those with weak relationships can be maintained on public accounts and self-media platforms. The same is true for frequently pushing promotional information. If this happens on public accounts, it is forgivable, but if it happens on personal WeChat accounts, it is easy to be blocked or deleted by users. Our sales talk is only useful for people who have needs, but it is a nuisance to others.

5. Are more active users better?

Actually, it is not. The ultimate goal of our private domain is to generate revenue. If the user's activity itself cannot bring about revenue, then for us, investing too much energy will be a waste of resources. Many times, there will be a large number of silent users in our official accounts or communities. For such users, operators do not need to worry too much. Past operating experience tells us that many silent users will take the initiative to find you when they need them, and what you have to do is to continuously output high-quality content and continuously expose it to users, so that users will have a deeper and more specific impression of you. When users have strong needs, they will naturally come to you. I think this can be called burying a hidden line and establishing an invisible connection with users.

6. How to operate for users who have settled in the private domain?

1. Meet content needs (content operation)

We need to continuously provide valuable content, such as users settling on your official account. The interaction between you and users is achieved through content output. If you frequently output some high-quality content, then users are willing to pay attention to you for a long time. This is also a very important indicator for our user operations. Regardless of whether users can make a transaction, starting interaction is always a good start.

2. Provide interesting activities (event operation)

Users have aesthetic fatigue, and they may feel bored if they are only provided with content. By planning some interesting activities, on the one hand, it can bring repeat purchases and fission, and on the other hand, it can continue to provide users with interest points.

3. Focus on data (data operations)

We focus on participation rate and conversion rate because users with the same needs and interests always behave similarly. By statistically analyzing user behavior data, we can clearly know what to do and what not to do. After detailed analysis, we can provide them with different marketing plans and promotional activities.

7. Factors that influence the establishment of private domains?

1. Purchase frequency

Users can purchase daily, once a week, or once a year.

2. Transaction cycle

For example, if you are buying clothes, your transaction cycle will be relatively short. If you are selling large equipment, then your transaction cycle will definitely be very long.

3. Average order value

User transaction price

These three can be arranged and combined to cover all products currently on the market

1. High order, long cycle, low frequency (buying a car, buying a house, wedding)
2. High order, short cycle, low frequency (legal, medical, luxury goods)
3. High unit price, long cycle, high frequency (skin care products, health products, fitness)
4. Medium order, short cycle, low frequency (travel, renting, moving)
5. Medium order, long cycle, low frequency (education and training, medical beauty)
6. Low customer order, short cycle, high frequency (coffee, daily necessities, catering)

8. How to create private domain for products with low unit price, long cycle and low frequency?

Usually, tob projects basically belong to this type of product. The product price is high, users have many factors to consider when purchasing, the transaction cycle is long, and the time between the first order and repurchase is also relatively long. A good reputation is often very important for this type of product. Therefore, the conversion rate of customers attracted by word-of-mouth and referrals is relatively high. Moreover, since the cycle between the first order and repurchase is relatively long, users usually develop the habit of using it. For example, if a fission tool is easy to operate, has less user participation process, and accurate data feedback, then users will most likely repurchase this product after the cooperation ends.

The core of private domain operation of this type of product is to highlight the value of the product and provide high-quality services to users. How to do this specifically? To highlight the value of the product:

①Product update and function improvement;

②Continuously optimize the use of the links;

③ Promote cooperation information and increase brand endorsement;

④Brand marketing, participate in industry forums, look for KOLs and big Vs to recommend products, etc.

How to provide high-quality services?

①The most basic thing is to respond to customer questions in a timely manner;

② Provide users with industry gameplay and consultation;

③User maintenance, etc.

9. How to create private domain for products with low average order value, high frequency and short cycle?

A major feature of this type of product is that there are many alternative products, it is highly universal, and users lack loyalty. Therefore, if it is not exposed to the user market for a long time, it is easy to be replaced by other brands. Therefore, finding high-exposure channels is the first thing to do for this type of product. The simplest and most direct way is to advertise through short and fast channels such as information flow, live broadcast, and kol. The user decision cycle is short, and orders can be placed when needed.

Since user stickiness is relatively low, there is no need to develop an APP-based retention platform that relies heavily on operations. It is sufficient to retain users in social groups and public accounts. Moreover, these users are more sensitive to prices, so more promotions, discounts, and joint activities are conducted at the operational level. In terms of data, more attention is paid to activity participation rate, repurchase rate, product popularity, etc.

10. How to create private domain for products with medium unit price, low frequency and short cycle?

The price of this type of product is between 1,000 and 10,000 yuan. The user demand is clear but not frequent. For example, in the moving industry, taking me as an example, as a migrant worker in Beijing, I usually move once a year. As for the moving company's APP and mini-programs, I basically download or open them before moving, and basically don't use them at other times. What is more important for this type of product is to attract new users, such as using coupons to cooperate with other industries, placing search ads, etc. For users who have entered the private domain, it is necessary to push messages on a regular basis based on the usage habits of most users.

Take the moving app as an example. User A used it once in August last year. So we can activate the user in advance by SMS in July this year. So is there any way to increase user activity? Yes, I think referrals may have a certain effect. Organizing a partner program, inviting new users to register and complete orders, and getting commissions, etc.

11. How to create private domain for products with medium unit price, low frequency and long cycle?

The education industry is a typical industry with medium unit price, low frequency and long cycle. We can assume that the impact of such products on users is long-term, and can even bring lifelong impact. Therefore, for a user, before making a decision, they usually experience 2-3 products and compare various parameters, such as price, teachers, admission rate, teaching style, whether the children can accept it, etc. Many users will compare again and again.

For this kind of product, word of mouth is very important. I think the core of this kind of product is to solve the issue of trust. Every front-line operator represents the company itself at this time. Especially in the private domain, users must be given enough confidence to let them believe in their choices, the brand, and the teacher. Therefore, private domain operators should pay attention to their personalities and have a good understanding of the products and the principles behind them. For example, we had many teachers who specialized in sales before because they had sufficient business skills and could quickly gain the trust of users, so the final paid order was a natural thing.

12. How to create private domain for products with high unit price, short cycle and low frequency?

This type of product is similar to the "medium-priced, low-frequency, short-cycle products" in price comparison, and users have strong rigid needs. Therefore, the operation of this type of product focuses more on acquiring customers. So, in addition to search-based advertising, are there other operation strategies for this type of product? For example, lawyers talk about cases, luxury goods talk about culture and appraisal, and car sellers talk about brands and performance. They all use content strategies to attract fans, but 90% of these fans are deposited on media accounts, and only 10% of consulting users can enter the private domain and complete the transaction.

13. How to do private domain for products with high customer unit price, high frequency and long cycle?

For example, skin care products are a typical example of this type of product. Since they are consumables, they are purchased frequently. In addition, the effectiveness of a product is the result of long-term use, so they are also long-cycle products. For this type of product, the emphasis is on sustainability. In the process of private domain operations, it is necessary to constantly help users consolidate their determination to persist in using the product. Therefore, you can share product usage tips, effect comparisons, etc. in the group, so that users can participate in the discussion.

14. How to explore user needs?

User needs can be divided into four points

1. What users are interested in;
2. What users care about;
3. What users are worried about;
4. What are the user's pain points?

For example, if a user has a need to do a side job, then what he is interested in is what side jobs are available, whether they are online or offline; doing a side job is to make money, so the user is definitely concerned about whether this thing can make money and how much money can be made. In addition to these, users still have concerns, such as whether the project is reliable, whether there are any successful cases, whether there are any replicable experiences, etc. The final pain point is, I have decided to do this side job, where should I start? I need someone to guide me.

How do we discover user needs? There are several ways

• You can search for keywords through tools like 5118 and webmaster tools, because keywords can accurately target your audience and tell them what they are interested in, what they care about, and what they worry about. This is the most direct way to understand the situation.
• Go to communities and social groups, be with your fans, and you will know their needs.

15. How to be a traffic grabber

The traffic hook can be information, videos, courses, and low-priced goods, but it must be able to solve the most painful part of the user. The more focused this point is, the better. For example, users who search basically come with questions. As long as they can complete the reading of the content, they can basically be determined to be high-quality users. If you use the final solution as a hook, I believe that most users will follow your steps to receive it.

Author: Lin Chuan

Source: WeChat public account "Linchuan Notes (ID: Lcbj0301)"