Does private traffic conflict with decentralization
of course, traditional SMS can not operate its own traffic. Because the effect of sending ordinary SMS is not good before, users need to go through the steps of "exit SMS - Open Application - enter activity" after receiving SMS, which is very easy to cause customer churn, and the probability of users jumping is also very low
as a result, it innovatively upgraded smart SMS (a new type of enterprise SMS with logo and menu based on SMS channel), and used it as a private domain traffic channel to reach its own customers repeatedly, successfully building it into its own private domain traffic pool
the specific method is to add "special sale - today's new, my exclusive, shopping cart", "limited time discount - half price on Friday, coupon collection center, limited time second kill", "my - contact customer service, my order" as the menu below the SMS. At the same time, choose sleeping customers to push the promotion funds of the categories they need, and use the coupons, activities and other drainage of the menu below the SMS to greatly improve vipshop's repurchase rate, and wake up the sleeping customers by more than 50%.
although private domain traffic is very popular recently, private domain traffic will not replace public domain traffic. This is because: the two are actually suitable for enterprises at different stages of development. Public domain traffic is a necessary choice for enterprises that are just starting and whose customers are small in scale. Without customers, they can only go fishing in the sea; The private domain traffic is suitable for enterprises with mature customer scale. In the early stage, they have accumulated enough customer resources, but they have not been fully utilized. They have been shelved. They just need to operate the pool customers
enterprises with insufficient scale still need to continue to study how to obtain traffic and customers on the public domain platform; Enterprises with enough scale can start to operate private domain traffic while obtaining traffic from public domain platform
there are many channels for private domain traffic operation. If you don't increase too much operation cost and energy, smart SMS is a recommended choice. Because mature enterprises basically have a fixed amount of short messages sent every month, enterprises can make full use of these access opportunities, and use the upgraded short message menu to drain the official website, app, mall, etc. without changing the short message channel number, they can save time, effort and cost.
since 2018, the growth of Internet traffic has reached a bottleneck period. Now it is more and more difficult to obtain customers and the traffic is more and more expensive. At the same time, the traffic cheating and traffic traps of major platforms are becoming more and more serious. Faced with this situation, many enterprises have been unable to grow, the rate of return on investment is getting lower and lower, and the profit margin is getting smaller and smaller
for example, the flow is a sea, the customers are fish, and the operators who get customers are fishermen. In the past, there were few fishermen, and the fish kept coming into the sea from the ocean. Fishermen just need to go to the sea to catch fish, but later, all the fish in the ocean swim to the sea, and there are more and more fishermen in the sea. The cost of fishing every time is higher and higher, but the number of fish that can be caught is less and less. At this time, the private domain traffic is to dig a channel from the sea, import the traffic into our own fish pond, raise fish in the fish pond, and let them have raw fish at the same time, so that we can directly fish from the private fish pond.
Private domain traffic is what we have been emphasizing in recent years, such as "micro Amoy content page", "Live Room", "group chat (message box in the upper right corner)" and search home page (dome, which needs to be opened)
there are three main differences:
1. Different definitions
public domain traffic is the traffic that can be obtained by every business in the public domain. Now basically all traffic with source entrance is public domain traffic
private domain traffic refers to: traditional micro Taos, including the new live broadcasting room, group chat, dome search, store search page, etc., are classified as private domain traffic
2
public domain traffic refers to: traditional search; Pay flow channels, such as through train, drilling exhibition, etc; Like love shopping, have good goods, instry insider and other vertical channels
private domain traffic refers to: Micro Taobao, which began to appear five years ago, has been doing nothing, but Taobao has never given up. At present, it is the second largest label under Taobao, which is a huge source of traffic; Live room, from PC to mobile; Group chat, Wangwang pull old customers together, the effect is general
3
private domain traffic is more important for sellers. For the sellers, they must improve their private domain traffic operation ability. The market stores must be characteristic stores and join the characteristic markets of various instries. Only when the goods enter the characteristic market pool can they have more traffic; The most important thing is to search directly. Alibaba calls itself "dome" internally, so we need to rush to seize the search keywords. A search is our own store
can be simply understood as: public area traffic and private domain traffic, and then the white point is "traffic entrance that you can't directly affect" and "traffic that you can strive for yourself"
youzan has explored a set of "private triangle" growth model after years of experience accumulation
youzan has explored a set of "private triangle" growth model after years of experience accumulation
youzan has explored a set of "private triangle" growth model after years of experience accumulation
extensive traffic: users without demand only browse the Internet and make soy sauce, such as likes and comments, etc.
accurate traffic: users with demand take the initiative to come to the door to talk about it, and subsequent transactions may occur
2 Flow pool
flow pool is one more word than flow
flow pool is one more word: pool, just like putting one by one into a pool
that is to say, the pool containing flow is called flow pool
flow pool contains both fanfen (users without demand) and refined powder (users with demand)
users who don't pay can stay in the flow pool to browse, such as user group, Taobao Microblog and so on
Third, private domain traffic
reliably guide users to enter, or rely on very high-quality content to attract users to enter their own platform, which is called private domain traffic
private domain traffic is a relative concept to public domain traffic, mainly refers to the flow of people that the brand side can repeatedly reach at low cost
the main reason why there is the concept of private domain traffic is that the cost of obtaining traffic from the Internet is too high, and the Internet traffic platforms such as the Internet and Taobao have raised the price of traffic too high. Even if the customers are reached in this traffic platform, the users will quickly jump to browse other pages, and the merchants have no accumulation in the traffic market, And the traffic platform is to make money by traffic, it is very difficult to do traffic conversion for free< Public domain traffic is like a big fish pond. If you want to fish, you need to pay the platform fee in advance, and the end user may not be yours< Tiktok: br / >
common platform: we can use these platforms publicly, like network, Taobao, official account, jitter, micro-blog, etc.
whale hunting marketing system:
is a wechat personal number aggregation management system, which is an efficient system independently developed for enterprises, wechat businesses and wechat operations
it has the functions of one click operation, private domain traffic pool building, circle of friends marketing, community operation, customer management, monitoring and analysis, etc.
using marketing thinking to do private domain traffic can only be a chicken feather in the end
1. only circle not to "raise", consume brand value
of course, there are also some good cases in the catering instry:
the official account of the sea fishing launched the "open up" column, regularly pushing customers to cook dishes, almost every article reading volume is 10W+, looking at hundreds of messages, countless;
Hunan Xu Ji seafood restaurant has made tiktok reviews by elaborating the content of its vibrato and its vivid small stories. The fans nearly 700 thousand, and praised nearly 12 million, played an important role in brand promotion; p>
they all regard private domain traffic as a service tool. On the premise of the brand's own value, they give full play to the value of private domain traffic. Based on a certain user scenario, they superimpose the two values and finally provide customers with a new and scarce value
pull customers into the group, send discount and preferential information, and carry out advertising bombing, but don't want customers to really feel useful? Even if it is useful, customers only go to your store twice a month to spend, but they have to enre 30 days of harassment. Excessive marketing directly affects the customer experience, and finally makes customers lose patience with the restaurant and consume brand value
the best way to do private domain traffic is not to disturb at ordinary times, but I provide a channel for you to contact me
2. Input is not proportional to output, is it worth it
nowadays, in order to do private domain traffic, many restaurant owners take online classes, buy tools, match professional teams and equipment, and even take videos in person... The cost of seeing and not seeing is put in, and only a few thousand pieces of semi-finished procts are sold in the end
in the end, it's not cost-effective if input is not proportional to output! The loss of money is still a small matter. What's more terrible is that the boss of a restaurant, as the helmsman of an enterprise, will be more harmful if he plunges in and loses his way
3. Members are not well maintained, but want to rely on private domain traffic to succeed
when it comes to this, some restaurant owners still have great hopes for private domain traffic. At this time, you might as well ask yourself: how are your members doing
the essence of private domain traffic and membership is similar, both serving customers
the core users of restaurant private domain traffic are the users within 3km of the restaurant; And the users in the member system are your most core and loyal users. You don't even have a good service for your own member users. Do you want to do private domain traffic
users are either in circles or you. Now when we do private domain traffic, most of them use marketing thinking, and the essence is to cut leeks
the catering instry can be marketed in service, but not in marketing. The best way is to abandon the concept of private domain traffic and public domain traffic and serve every customer well
private domain traffic is a relatively public domain traffic concept, which is aimed at enterprises. It is a pool owned by enterprises, which can be used repeatedly and reach users many times
for enterprises, private domain traffic operation focuses on early resource accumulation and channels with high access rate
if the enterprise does not accumulate resources, it can only continue to promote in the public domain platform and get traffic. Even if there is a certain scale, we should continue to take the flow and expand the scale of the pool
the channel with high access rate is smart SMS. This is a new type of enterprise SMS with logo, card and menu. The most obvious difference from ordinary SMS is that users can directly jump to the official website, app or mall by clicking the menu. In the past, I didn't know if there were any customers coming to the store after sending SMS, but I couldn't do without it. But now it's different. Customers jump to the mall directly, even place orders. It's easy to operate, and there are obvious channel increments. This brings huge traffic, and the key is that the cost will not increase much. This is a more effective private domain traffic operation.
In the Internet in 2019, the word "private domain traffic" suddenly becomes popular. Suddenly, operators all mention "private domain traffic". Its popularity has surpassed the previous words such as "growth hacker", "fission distribution" and "flow pool". But there are still many friends do not understand, what is private domain traffic
< H2 > what is private domain traffic
the so-called private domain traffic refers to the fans, customers and traffic precipitated by an indivial's account with complete control, which can be directly reached and used for many times. For example, QQ number, wechat, fans or customers in the community belong to private domain traffic
is the opposite of the so-called public domain traffic, which means we can not control it. For example, Taobao, jitter, network, WeChat are all a complete ecosystem. A huge traffic pool, we can get some traffic through advertising, but most of the traffic can not be tiktok. Tiktok: p>
, as for WeChat official account, jitter, micro-blog, little red book account, some people think it belongs to public domain traffic, some people think it is private domain traffic. I think it can only be regarded as semi private domain traffic, because although these traffic are precipitated into your account, it is difficult for you to reach it freely, and there is a layer between them. For example, if you release a proct, you can freely communicate with any member and collect suggestions on wechat, QQ personal number or QQ, wechat group. However, the official account and so on will be restricted by the official rules and can not be reached freely. p> < H2 > why private domain traffic
since 2018, the growth of Internet traffic has reached a bottleneck period. Now it is more and more difficult to obtain customers and the traffic is more and more expensive. At the same time, the traffic cheating and traffic traps of major platforms are becoming more and more serious. Faced with this situation, many enterprises have been unable to grow, the rate of return on investment is getting lower and lower, and the profit margin is getting smaller and smaller
for example, the flow is a sea, the customers are fish, and the operators who get customers are fishermen. In the past, there were few fishermen, and the fish kept coming into the sea from the ocean. Fishermen just need to go to the sea to catch fish, but later, all the fish in the ocean swim to the sea, and there are more and more fishermen in the sea. The cost of fishing every time is higher and higher, but the number of fish that can be caught is less and less. At this time, the private domain traffic is to dig a channel from the sea, import the traffic into our own fish pond, raise fish in the fish pond, and let them have raw fish at the same time, so that we can directly fish from the private fish pond
What are the benefits of < H2 > private domain traffichigh cost performance
it takes a high cost to guide traffic from public domain traffic and obtain exposure, and the cost is rising. For example, bidding ranking, from a few yuan a hot word to now dozens of yuan a keyword. The cost is increasing, but the effect is decreasing. In terms of private domain traffic, such as wechat group or QQ group, it's easier to do activities and get exposure. At the same time, it's also a good and convenient initial startup amount to do activities
is convenient for communication and feedback
, for example, we are fans who accumulate fans through official account and jitter. But we want to interact with fans so that we can get some suggestions without any immediate communication. The private domain traffic is different. We can communicate freely through QQ, wechat or community
is convenient for brand maintenance.
can create the image of the brand and the brand through the output of official account and so on. But to maintain the image of the brand, users need to be perceived. The private domain traffic pool can let users feel the enterprise service in close range, and let users have problems to communicate and feedback immediately, which is concive to the brand communication of enterprises
private domain traffic will be the focus of enterprise development in the next few years, and another city attaches great importance to the combination of private domain traffic and super members. Especially when the future growth is more and more difficult and the traffic is more and more scarce, enterprises should pay attention to this problem and build their own private domain traffic pool as soon as possible