1. The concept of private domain traffic; 2. The underlying logic of marketing; 3. Building a closed loop for private domain traffic.
-01- The concept of private domain traffic I believe private domain traffic is traffic that a brand or individual owns independently, can control freely, and can use multiple times for free. Private domain traffic is usually manifested in the form of personal WeChat accounts, WeChat groups, and apps. Many people do Douyin (TikTok China) for the purpose of advertising, selling goods, or diverting traffic from Douyin to WeChat. The reason for diverting to WeChat is that WeChat is controllable; Douyin, despite its popularity, can limit your traffic at any time, making practitioners feel insecure.
Therefore, a key aspect of private domain is controllability, which means practitioners can generate sustained returns through continuous operation.
-02- The underlying logic of marketing 1. The underlying traffic logic behind marketing The purpose of private domain is conversion; conversion is for marketing. The underlying logic of marketing has two aspects: precise traffic and broad traffic.
The left diagram shows the logic of precise traffic. Traditional advertising logic generally has four steps:
After placing an ad, the media may have 1 million audience members; this is the exposure volume; After the ad is placed, only 100,000 people see the content of the ad; this is the attention volume; Of the 100,000 who see it, 1,000 are willing to open the content to view it; this is the action volume; Finally, 10 people are willing to pay for the 1 million exposures; this is the conversion volume.
With private domain traffic, if during the entire marketing campaign you can put these 10 people, or even 5, into your private domain traffic pool, you have the opportunity to turn these 5 customers into 500 or even 500,000 through fission.
One thing to note about fission: the users for fission must come from conversion. Only after they become your users can they become your fission volume. If they haven't used your product, it's hard to develop long-term.
The right diagram shows the logic of broad traffic. A few years ago, we made a body scale that required scanning a QR code to follow a public account to use. If placed at a restaurant entrance, the followers would be accounts related to food and entertainment; if placed at a maternal and child club, the followers would be maternal and child accounts. The followers in that scenario were the precise users I wanted. Precise users are very important because when traffic is precise enough, conversion becomes a natural thing.
The purpose of marketing is to find people in the vast sea of humanity who have a need. They may not have realized they had this need; you make them discover they have this need, and that it is their pain point, itch point, or rigid demand. At that point, marketing will naturally convert.
All my private domain traffic operations have only one purpose: to find precise traffic from broad traffic, and then extend operational actions around the precise traffic.
Many people blindly chase concepts. They see others doing private domain traffic and want to do it too, but they haven't figured out what to use it for or how to operate it. Perfect Diary (a Chinese cosmetics brand) does private domain very well, but many people who copy them find they almost copy themselves to death, because their underlying logic is completely different. You are only copying the surface; you don't know how they do it at the bottom.
2. The 4R Conversion Model 1. Recognition If you have never heard of something, and someone suddenly introduces it to you, would you buy it? Absolutely not. You would think they are trying to deceive you. So, for anything, you must first recognize it.
2. Cognition After knowing the brand, you need to understand it. For example, if you want to buy a car, you wouldn't buy it just after learning about a brand. You would ask friends about the car, check car forums, and gather information to understand the car's performance.
3. Recognition (Trust) After comparison and basic understanding, would you buy it? Not necessarily. At this point, suppose you ask around and suddenly find that your relative works at a 4S store. You ask him if the brand is good. He would definitely say, "Buy it, it's good." Because of the trust relationship, you form recognition.
4. Subscription (Purchase) The process of buying a car is like falling in love. When I was young and naive, I often went to bars. If I saw a beautiful girl, I wouldn't go up and say, "Let's get married tomorrow." That's impossible. I would first strike up a conversation, have a drink, then get her WeChat, and the next day go out to watch a movie or have a meal to deepen my understanding of her.
After talking for a while, friends from both sides would hang out together. I would ask his friends, and he would ask my friends. Learning from his friends that he is like this is recognition. Finally, marriage completes the subscription.
-03- Building a Closed Loop for Private Domain Traffic 1. Revenue Formula After communicating with peers, I derived a revenue formula: Revenue = Traffic × Conversion Rate × Average Order Value × Repurchase Rate × Propagation Rate × Number of Touchpoints
Why is sales conversion difficult? From dissemination to conversion and payment, there are many steps. Even if each step has a 90% conversion rate, the final number will be very low.
So what to do? First, optimize the formula by reducing the number of steps; Second, improve the conversion rate of each step.
When I serve brand clients, I don't immediately provide a strategy. Instead, I first conduct basic research on their traffic.
After matching with the 4R logic, you will find that the traffic of any brand or product consists of five parts: strangers, fans, new users, repurchase users, and super users. How to understand this?
Strangers are people who have just learned about your brand; Fans are people who, after seeing your ads, promotions, public accounts, or content, are willing to follow you but do not make purchases; New users come in two types: First, after watching for a while, they suddenly want to buy in a certain scenario, or because of your promotional actions. Second, suppose your product's original price is 100 yuan, but today it's only 1 yuan. Many people try the product because of the 1 yuan price.
Repurchase users & Super users: Once they become users, it's not just about marketing techniques. The transition from new users to repurchase users and super users is related to your product experience and operational actions.
Only if your product experience is good and your operational actions are adequate will you generate repurchases and super users.
If I use a method to get you to buy for the first time, but you find the product experience is bad, you will see a cliff-like drop in sales. Those who don't become repurchase users will never buy from you again. Even if you improve later, they may become your haters.
Therefore, generally, don't easily do private domain traffic. If you rush into it without polishing your product and service, the money you invested upfront may not just be a loss; it could even become ammunition against you. It's like spending money to promote your own negative image.
When doing private domain traffic, you must understand this logic: If the experience is good and operations are OK, forming repurchases, after the second and third times, repurchases can proceed smoothly, and the possibility of forming super users (who are willing to buy and recommend to others) is very high.
It doesn't matter how many users you retain in private domain; what matters is how many of the retained users are willing to help you spread the word again. The conversion rate of this secondary dissemination is completely different from the traffic you bought.
We can completely use super users to fission new private domain traffic, and most of this fissioned traffic is precise.
For example, pregnant women only communicate with other pregnant women about baby things. If a woman who has given birth tells me about her baby and how happy she is, I can't feel it. So you will find that people with the same social characteristics and tags have an aggregation effect, which becomes a key factor in our fission.
When we do private domain fission, we need to find common topics and common concerns of the target group, and use factors that can influence them to complete fission.
2. Different Types of Private Domain Traffic Design Conventional private domain traffic generally has six steps: exposure, click, attention, visit, add to cart, and order.
For example, when we see an ad in our Moments, we need to click, pay attention, and visit. If it's a purchase page, we need to add to cart, and finally place an order. You will find that the entire process goes through five steps, and each step has different metrics to focus on.
You need to break down the sales process into different nodes from the user's perspective, then pick out each node. The factors affecting the conversion between nodes are these five factors.
Before explaining these key factors, let me show you three models:
Model 1: Attraction – Conversion – Operation – Repurchase – Loyalty – Fission. Example: A certain bird's nest brand This brand does various on-site promotions on Taobao and Tmall. After attracting traffic, some users buy bird's nest. After buying, a card is placed in the box saying, "If you give a positive review in the comment section, I will send you a small golden spoon or a small gift." How to claim the small golden spoon? Add their personal WeChat account. The Moments of this personal account often have operational actions, such as Double 11 pre-sale.
Model 2: Conversion – Operation – Repurchase – Loyalty – Fission. This model directly operates on existing user base without considering attraction.
A health brand I served had hundreds of thousands of phone numbers. Using SMS or telemarketing to activate them was inefficient. So what did we do? We entered the phone numbers into our contacts and added them one by one on WeChat. As a result, we added over 3,000 people from the hundreds of thousands of customers.
If you don't have money to invest in new ads, finding old users from existing user data for operation is also a method.
Model 3: Attraction – Operation – Fission. The first two models are To C; this model is To B. In the operation and traffic circles, there is a practice: I am not the target user, but I want to make money from you by distributing and helping you sell.
3. Attraction, Conversion, Repurchase Attraction – Conversion – Repurchase – Fission: these are four important steps throughout private domain traffic, with three conversion steps: conversion operation, deep operation, and fission operation.
2 methods of attraction: First, fish from public domain traffic, which is essentially spending money on advertising; Second, fish users from others' traffic.
For example, when we were selling products before, we had no fans or traffic. To cold-start selling a snack, what did we do? First, we searched for the snack on Douyin, found popular short videos that had already promoted it, and went to the comment sections. As long as there were real-person comments, we had operators record their IDs one by one.
Then, when we posted on Douyin, we attached a shopping cart link and @-mentioned them one by one in the comments. Generally, no one talks to you on Douyin. Suddenly entering Douyin and seeing a red dot, they might click it. As long as the volume reaches a certain level, conversion can occur.
Another method is to go to big accounts in the same category on Douyin, leave comments, and like posts to get to the top. This way, the big account's comment section can bring traffic to you.
5 forms of conversion: First, attention conversion; for some high-ticket products, it's impossible to convert through a single internet promotion. So some ads aim to get users to follow the public account or add the personal WeChat account to prevent user loss. Second, experience conversion; I use a hit product to attract traffic, get you to follow, create a link, and then slowly convert you. Third, fission conversion; Fourth, group-buying conversion; for example, Pinduoduo, where you ask friends to help bargain. Fifth, direct conversion. Users have this pain point and directly come to buy your product.
3 forms of repurchase: First, promotional repurchase or activity repurchase. After adding users as friends, your Moments should often have promotional activities. Second, reminder repurchase, which is one-on-one private chat with users. You need to tag each person to identify who is suitable for private chat and who is not. Third, autonomous repurchase. You don't need to manage them. As long as they don't delete you, one day they will buy from your Moments on their own.
Source: Notesman (ID: Notesman), author: Zhen Miao Tips will be paid 400-2000 yuan upon adoption.