How to build a private domain operation system?

For enterprises, the question of whether to operate private domain is not whether to operate it, but how to operate it, so it is necessary to sort out the private domain operation system. This article summarizes how to build a system for private domain layout, and analyzes how to improve and increase private domain traffic on various platforms with examples. Welcome new operators to learn together.

1. Private Domain Layout

When many people mention private domain, they think of adding WeChat directly. Marketing on sales work WeChat and corporate WeChat is private domain traffic. This is a wrong perception. From the perspective of the enterprise:

Private domain = (personal WeChat + corporate WeChat) * (friend circle + public account + WeChat group + mall (small program and other self-owned malls) + video account)

Therefore, building a private domain is not just about adding WeChat. The layout of the above platforms is the real establishment of a private domain system. In addition, the above different platforms have different functions in the entire operation process:

• Personal WeChat and corporate WeChat: conversion and retention (can communicate directly with users and generate stickiness)
• Friends circle: marketing, event promotion (multiple, free advertising channels)
• Official account: an important platform for content marketing and brand promotion, and also a key qualification endorsement for enterprises
• WeChat Group: a channel for event promotion, secondary conversion, and crowd fission
• Video account: an essential channel for rapid content marketing and brand promotion, and a live e-commerce platform
• Mall: Transaction Platform

2. Drainage System

After laying out the private domain, the most important thing is to attract traffic:

1. Existing stock drainage is fission

Design fission activities through existing corporate WeChat users to attract more users into the traffic pool. (Invite gifts, 0 yuan to receive, group purchase fission, product bargaining, distribution fission, lottery fission, game acquisition, live lottery)

2. Public account traffic diversion

New follower traffic:

Automatic welcome message: New users who follow the official account will receive an automatic welcome message, and we will offer first-order discounts to new users, using discount benefits such as a 20-yuan coupon with no threshold to attract users to join the official welfare community.

The moment a user follows a public account, he or she will receive a push notification for an activity link, which will guide the user to add the company’s WeChat account through the interest point of “Add xxx Welfare Officer”.

Menu bar drainage:

The menu bar of the official account sets multiple interest points for new fans, ordinary users and member users, such as weekly updates and becoming a member. To the greatest extent possible, users who follow the official account are guided to click into the mall and achieve conversion.

Article content marketing leads to traffic:

The content of the official account mainly focuses on welfare activities such as discounts on various commodities, brand promotion, various activities, brand promotion, knowledge popularization, and product promotion.

The pictures in the article are attached with a mall link to guide users to click and enter the mall. The banner at the bottom sets links to Xiaohongshu and Video Account to guide users to enter the public domain for brand promotion.

3. Traffic diversion from mini-programs such as shopping malls

Home page settings for membership, corporate WeChat, and group entry

A prominent community entrance is set up on the homepage of the mall, which attracts users to join the official welfare community by offering membership gifts such as coupons, discounts and red envelopes, as well as fan favors, laying the foundation for subsequent repurchases.

The mall page directly displays the membership or corporate WeChat-welfare officer banner on the homepage.

4. Public domain traffic diversion

Video Number

The official video account homepage is linked to the public account and the company WeChat account as an entry point for traffic. The main video content released includes brand promotion, product recommendation, etc.

Users only need to click the "Add WeChat" button to add users on the video account page to corporate WeChat for management.

Tik Tok, Xiaohongshu, etc.

The main content is to attract traffic through brand promotion, product recommendations, event introductions, and popular science knowledge.

3. Operation System

1. Design and operate diversified content and activities

• Brand content : including brand culture, brand stories, and other content that helps users build brand awareness.
• Popular science content : Different relevant popular science contents are formulated according to different subcategories, such as postgraduate entrance examinations, civil service examinations, CET-4 and CET-6, etc.
• Product content : Similar to popular science content, it focuses on introducing the product's advantages, targeted functions, etc.
• Lifestyle content : The value of this content is that it can narrow the distance between the brand and users, create an image of a caring friend, and make users trust the brand more.

By polishing high-quality content in multiple dimensions and using 1v1 user operations, community operations, etc. as touchpoints, brands can use high-quality content to enhance users' desire to buy.

2. Establish a standardized corporate WeChat IP for operation

Basic IP information

Nickname: Personalized according to the company name

Avatar: Anthropomorphic anime image

Role: Welfare Officer

Corporate WeChat Business Card

In each company’s WeChat business card, in addition to the circle of friends, the brand video account, working hours, and the ability to jump to the mall and membership center are also arranged.

Automatic welcome message

After adding corporate WeChat, the welfare officer will send community links and mall links as soon as possible to promote conversion and retention.

And inform the community of the benefits included, so that users can grasp all the valuable information in time. Special notes should be made to indicate that you are not a robot to get closer to users.

Moments content

Content frequency: Post 2-3 Moments a day (corporate WeChat is limited to 3)

Release time: (mainly during the peak period of WeChat usage)

Moments content: mainly product recommendations, new product introductions, event introductions, etc. (do not display them on shelves)

Retention, activation and conversion

Refined operations make users feel that WeChat for Business is more than just a business activity; label management is performed on users and label standards are unified;

3. Establish multiple communities and operate SOPs

Basic information of the community

Group nickname: xxx welfare group, event notification group

Group positioning: welfare group, event notification group (must have group positioning)

Welcome to the group

When users join the group, an automatic welcome message will be triggered immediately, informing them of the community benefits and group rules, allowing users to feel that this community is operated by a dedicated person, and the users will be guided to the mini program to place orders.

Group Announcement

Group announcements need to set group rules to avoid risks; group announcements will release recent "grass-planting" products and guide users to click on links to promote conversions.

Refined Operation

The community is finely stratified, from basic group to member group to core member group, to cultivate customers more focusedly.

First, we create different groups for maintenance for customers of different values, and focus on maintaining more core customers.

The second is to continuously transform and upgrade members of the basic group into high-value communities.

Daily operations of the community

The community content is mainly focused on traffic conversion, seeding, and event notifications, and is maintained regularly on a daily basis.

Community type and positioning

The positioning is precise and clear: it is clear that the community can provide value and the value that users can obtain in the community.

Accurate user portrait: Focus on brand target customers, and set entry thresholds to ensure accuracy when necessary. Can be used in conjunction with user stratification and resource adaptation.

Stable operation rhythm: Community content operation and community activity operation are carried out regularly so that users can remember and think about it.

Community management norms: refers to the simple rules that group members need to follow, that is, user freedom must be guaranteed under the rules.

Regular community activities to promote

Check-in/lottery activities; In-group interaction: answering and winning prizes.

IV. Conclusion

For enterprises now, the question of whether to engage in private domain is not whether to do it, but how to do it. Therefore, it is necessary to sort out the private domain operation system. Enterprises do not need to deploy all platforms at the beginning. They can start with the simplest personal WeChat and corporate WeChat, accumulate numbers, and then deploy more.

Author: Laicai Operation Notes