Emerging brands represented by Perfect Diary quickly became popular, allowing "private domain traffic" to enter marketers' vision. It is no exaggeration to say that in today's inventory competition and decentralized media era, "private domain traffic" will have a long-term impact on the entire marketing industry, and every brand should master the "private domain traffic" marketing method.
But in reality, Shiqu found that many brands are still full of misunderstandings, misuses and blindly following the trend of "private domain traffic":
Is "private domain traffic" building groups to attract fans? Or "micro-business" marketing?
Is "private domain traffic" operated by Moments? Or is it a fission spike to bring goods?
Is it to learn the perfect diary? Or to learn Afu essential oil? Or... Luckin Coffee?
How to build a private domain traffic marketing system suitable for the brand from 0 to 1?
……
Regarding these issues, many brands have not really thought about it and figured it out.
Aiming at the general problem of "private domain traffic", this article will sort out the "private domain traffic" marketing model, explore the "private domain traffic" play of Perfect Diary and Afu Essential Oil, and share how Shiqu helps the brand from 0 to 1 Build a "private domain traffic" marketing system.
How did private domain traffic (KOC) come into being?
When the demographic dividend of the mobile Internet disappears, the biggest challenge for brands is how to transform from incremental competition to stock competition.
The marketing methods that used to be high in the past are now seemingly weak. The most important reason is that in the era of stock competition, the cost of acquiring new users has greatly increased. In addition, the attention of users is diverging with fragmented media, how to find low-cost Introducing new methods has become the top priority of brand marketing.
"Private domain traffic" marketing methodology came into being.
How many people have misunderstood private domain traffic?
The concept of "private domain traffic" was born in Taobao's Taobao ecosystem many years ago, but it was not gradually recognized by the industry until 2018, and the connotation of "private domain traffic" has also begun to expand . According to the Baidu Index, the term "private domain traffic" has been popularized in the past two years.
Picture from Baidu Index
Why has "private domain traffic" become popular in recent years?
"Private domain traffic" is a well-established concept, as opposed to "public domain traffic". The carrier of public domain traffic is mass media. In the traditional marketing model, brands use centralized mass media to promote their brands. However, in the era of increasingly fragmented media environments, centralized mass media is not as good as before in terms of reaching users and building trust. Therefore, decentralized media began to rise, and "private domain traffic" has become a highly valued user access channel.
The picture is from the Time Fun Strategy Center "Building a Brand Private Domain Traffic Pool from 0 to 1"
If you define "private domain traffic" in one sentence, it is the traffic that can be independently controlled and reused by the brand. It is not so much "traffic" as it is "reserve".
According to Wang Rui, the senior strategy manager of Time Fun Strategy Center, the popularity of "private domain traffic" is not just a division of concepts, it also includes the transformation of a whole set of brand marketing thinking models behind it. In the future marketing of a brand, it is necessary to transform traditional traffic thinking to user thinking. The starting point of brand communication and operation is no longer the brand or the product itself, but the needs of users. This is most obvious in the consumer goods industry. Many consumer brands have begun to use the DTC model and the production model is shifting to C2M. This is a manifestation of users' thinking.
The picture is from the Time Fun Strategy Center "Building a Brand Private Domain Traffic Pool from 0 to 1"
The so-called "private domain traffic" marketing actually mainly refers to the refined operation method of existing users. The brand slowly shifts its attention from the growth of new customers to the repurchase and recommendation of old customers. Among them, communities, WeChat personal accounts, private messages, and Moments are the most common "private domain traffic pools". In addition, there are channels such as APP, mini programs, and new media matrixes that have both private and public domain characteristics.
Picture from Time Fun
The rise of "private domain traffic" has three important implications for brands:
From the perspective of the business model, private domain traffic can increase the repurchase, conversion, and recommendation of old customers, has the value of stimulating users' LTV, and promotes the sales conversion rate of the product itself.
From the perspective of marketing, the private domain traffic pool is more brand sticky, which can reduce the cost of customer acquisition and increase the ROI of brand marketing;
From the perspective of user management, private domain traffic pays more attention to user needs and interaction, which can allow users to establish a deeper trust relationship with the brand and cultivate loyal users;
In addition, for the industry, private domain traffic shortens the communication link between brands and users, improves overall marketing efficiency, and creates many new marketing methods, such as relatively popular communities in the past two years. The retail model has spawned iconic new retail brands such as Perfect Diary, accelerating the upgrade and iteration of the overall industry.
Two sets of cases to understand the "private domain traffic" The
private domain traffic marketing methodology has made many emerging brands, and it also gave many domestic brands the opportunity to overtake in a corner when facing international rivals. Even from the current point of view, private domain traffic Marketing is still in a period of dividends. Grasping the opportunity of private domain traffic will allow the brand to quickly go from 0 to 1.
Two typical private domain traffic marketing cases in the industry are Perfect Diary and Afu Essential Oil. We will analyze these two cases below.
The perfect diary-public-private partnership, hands-on integration
On the one hand, the rise of Perfect Diary lies in seizing the channel dividends. When the commercial marketing value of Xiaohongshu has not been fully realized, a large number of sales have been made in Xiaohongshu and obtained through the way of placing waist KOC. A large amount of cheap traffic; on the other hand, Perfect Diary uses personal WeChat account and community matrix to precipitate and further refine the traffic it obtains. This is a typical marketing method of "private domain traffic".
Specifically, the play of Perfect Diary is divided into three steps:
01
Transformation of public domain influence
Perfect Diary first conducts grass-planting marketing on major social platforms and public domain traffic platforms, and uses grass-planting content to obtain long-tail traffic and trigger social topic discussions, which ultimately stimulate conversion.
02
The creation of WeChat traffic pool
Every user who purchases Perfect Diary can add a personal WeChat named "Xiao Wanzi". Each "Xiao Wanzi" is not only a service staff of the brand, but also a KOC promoter of the brand. Users can find out in their circle of friends Brand activities and dynamics. At the same time, users will be drawn into a WeChat group called "Xiaowanzi Play Beauty Research Institute" to further interact with the brand and users in the group.
03
Drain user sales conversion
Through the refined operation of private domain traffic, users will be guided to small programs, e-commerce, and offline stores to place orders. At the same time, some operational activities will also achieve fission and innovation, forming a complete traffic and business closed loop.
The private domain traffic marketing logic of Perfect Diary is not complicated, but the difficulty lies in building a complete set of closed-loop marketing. In this set of marketing methods, the operation of social and personal WeChat accounts is particularly critical, which is also what traditional brand marketers are not good at. field. A large number of communities and personal WeChat accounts need to rely on automated tools + manual methods for daily operations, and the daily execution details of which require special attention by brands when reusing methodology.
Afu essential oil-store + community + direct sales three in one
The aforementioned Perfect Diary broke the circle from the online, and the construction of offline stores was started later. It belongs to the Internet-based new retail style. For brand merchants whose traditional offline stores are the main sales channels, the private domain of Afu Essential Oil The flow pattern is more informative.
Afu Essential Oil uses stores as the base for private domain traffic, and deposits the natural traffic gathered in offline stores online to form a multi-dimensional reach and ultimately achieve the integration of product and effect. Simply put, it is achieved through the following three steps:
01
Store diversion line
Gather natural offline customer groups through stores, guide users to follow official accounts and join WeChat groups. The key to this step is that brands need to pass corresponding incentive policies to stimulate store enthusiasm. Store BA is the key to converting offline traffic into online traffic .
02
Precipitation fan flow pool
The traffic of the official account and WeChat group is further precipitated, and users are guided to view the KOC Moments information of "Fubao" and the WeChat group of "Afu Essential Oil" through preferential promotion and other methods. There are many operations and marketing spaces in the operation of this private domain traffic, and spikes, gifts, and vouchers are all common forms.
03
Fission pull new transformation
Activate users in the private domain traffic pool through fission marketing, and use private domain users to pull new ones and guide them to offline stores to form a new traffic cycle.
The biggest difference between Afu essential oil and Perfect Diary is that the initial flow cost of Afu essential oil is not low. Its initial flow cost is calculated into the rent of offline stores, but the use of private domain traffic allows Afu essential oil to continue Stimulate the conversion of repurchase in the existing traffic, while breaking through the offline single user scenario, making the online and offline traffic interoperable.
Through the above two cases, Shiqu believes that private domain traffic is not actually the core lever for leveraging brand marketing, but it can greatly increase the efficiency and cost of brand marketing. With the spread on social media platforms, private domain traffic will become An important closing point for user precipitation and repurchase.
How to build a private domain traffic marketing system?
It is not difficult to understand the logic of private domain traffic, but it is difficult to build a complete marketing system based on private domain traffic. In the process of serving a well-known beauty brand, we built a private domain traffic marketing system from 0 to 1. The following will explain in detail how the brand should build private domain traffic.
The well-known beauty brand has a mature online social media matrix and a mature offline store system. However, the brand’s pain point is that various resources are relatively scattered and cannot form a unified traffic channel, which makes it difficult for users to guide the brand. Cross-platform interaction under the environment.
Dispersed resources and fighting each other are also common problems for many consumer product brands. Although a single resource can accumulate user fans in different channels, the entire link has not been fully opened, and the marketing system still needs to be further improved.
In the WeChat ecosystem, Time Fun has implemented a private domain traffic model of mini program + community (personal account) for this well-known beauty brand, using community operation as an engine for brand growth.
From the perspective of the overall framework logic, by importing users from offline stores, online e-commerce, and social media matrices into private domain traffic pools dominated by WeChat groups, personal accounts, and mini programs, in daily routines such as gift discounts, etc. Operation stimulates user activation, and finally achieves a closed-loop flow of brand fission drainage and secondary sales.
From the perspective of implementation, Time Fun helps the successful establishment of brand private domain traffic pools through four steps:
01
Appointment and burying of seeds
The focus of the establishment of personal WeChat account is on the one hand the planning of the personal image, which directly affects the later conversion efficiency and the external image of the brand, on the other hand, the acquisition of seed users (group owners), which affects the cold start of private domain traffic Is it going well?
In this step, what the brand needs to do is actually very simple: find seeds, appoint people, personal WeChat decoration, and Moments operations.
For this beauty product, online e-commerce customer service and offline store clerk are not only familiar with brand products, but also easy to screen out core groups with high loyalty. They will be the best candidates for seed users (group owners). Said they are experts in beauty products.
As for the person setting, image building, and circle of friends operation of the personal WeChat account, it needs to be planned to match the unique tone of the brand itself. For the beauty brand served by Time Fun, it has a mature IP anthropomorphic image, and only needs to carry out the detailed landing of the IP image in WeChat. According to the brand's external image and tonality, Shiqu finally set the person as a professional and confident exquisite fashion expert, focusing more on the field of natural skin care in content sharing.
In the process of personality creation, brands need to clarify three key questions: Who am I? What do I do? What is my value to users? The output surrounding these three contents will become users' IP memory points.
In addition, in the content operation of Moments, it is necessary to divide the four dimensions of product content, enterprise content, industry content, and user content, and allocate these four types of content reasonably to achieve a three-dimensional and comprehensive explanation of brand value.
02
Establish a community and improve the system
What brands need to pay attention to in the process of building a community is the recruitment of fans and the optimization of the community structure. If the community operation model cannot be adjusted to the right track in the early stage, the remaining problems in the later stage will be quite involved.
Everyone in the user community should be based on the brand’s inherent business model. In the process of serving the beauty brand, we integrate all major online and offline traffic ports to leverage the brand’s past advantages through social media resources and CRM. Conversion to guide seed users to the community.
In terms of community structure, Shiqu adopts a pyramid ratio of 1-9-90 to ensure the continuous activity of the community. Seed users act as opinion leaders in the community circle and publish brand content to enforce group rules; super users/KOC maintain the community's activity through original content; most ordinary users act as information receivers for word-of-mouth spread and fission.
03
Optimize content and continue to be active
On the one hand, the activity of the community needs to be driven by content, allowing users to obtain community value by sharing professional information; on the other hand, it needs to be driven by activities, through discounts, promotions, fission and other activity designs, allowing users to receive offers and form conversions.
This also constitutes the three keys to community operations: continuous content optimization, node activity promotion, and incentive fission and innovation.
Daily content optimization needs to be based on content planning based on personal IP. In the service case of Time Fun, there are five categories of content atmosphere, brand story, activity content, product-related, red envelope interaction, and knowledge classroom. Each type of content uses a different brand purpose. , In general, maintain the social atmosphere of the community through diversified content.
Node activities need to cooperate with the brand's overall marketing plan. The community is an important marketing communication and conversion channel at this time. What needs to be paid attention to during the activities is to formulate exclusive welfare privileges for the community, and establish activities related products, gifts, and points. Rule system.
Fission pull new needs to be integrated into daily operations, rather than as a separate design as an event. At the end of daily content release and event release, the fission link needs to be designed, so as to maximize the use of the user communication power of private domain traffic. .
04
KOC development, fan management
As an individual channel that has received much attention, KOC has become an important part of breaking the circle in private domain traffic marketing. In the development of KOC, the brand needs the establishment of a set of training system, which not only involves the problem of how to guide the traffic and where to go, but also involves the training of various knowledge and processes. Therefore, the focus is Focus on two aspects: cultivating own KOC and conducting official training
In the process of building its own brand KOC, relying on the easy-to-sharing characteristics of WeChat mini-programs, a complete "product-distributor-consumer" social selling field is constructed, and the corresponding store shopping guide incentives are given through social thinking to allow them to take the initiative Voice became the brand KOC. The brand will provide KOC incentives through personal posters, red envelope rewards, TOP rewards, rankings, and personal sharing.
In terms of the training system, the brand will also invite instructors and KOC to jointly conduct training, which includes different training courses on distribution, products, events, speech, interaction, daily operations, etc., to standardize the production process and fan management process of KOC, and improve the actual operation. effectiveness.
In general, after building an overall private domain traffic model, Shiqu helped the beauty brand to build a private domain traffic pool through four steps from 0 to 1 through the establishment of person settings, community operation, content operation, and fan management. Help brands design private domain traffic KPI management and long-term operation plans to help brands seize the private domain traffic dividend.