In the process of concrete landing in the private domain, everyone's execution steps, methods, and gameplay are actually the same. Such as user path design, community conversion, membership card lockout, etc.
Why do some people earn money by doing a good job in their private domain, but some people still can't do it?
I think there is a very important point, that is, the details. details make a difference.
Why do you say that?
In the private domain, there is a general GMV calculation formula: number of users × retention rate × conversion × number of repurchases × customer unit price.
This formula contains 5 key indicators. Assuming that for each link, you are 10% different from your peers due to various details, and finally your GMV is only 59% of your peers (calculation formula: 0.9×0.9×0.9×0.9×0.9=0.59).
If the difference between each link is 20%, then your GMV is only 32% of the peer.
Therefore, I disassembled the private domain path, combined with what I saw and the questions that students often asked, and summarized the details of the four private domains that are often made.
Detail 1: Not like people
What is the first thing to do to become a private domain?
Create personality.
You can let users know that you are a person of flesh and blood and emotion through the person setting. Establish a relationship with you, generate trust, and further develop a good impression of the brand behind.
Although many brands think that they are creating personal settings in Moments, the reality is that each Moments praises its products from different angles. They post more than a dozen items in a row, swiping the screen crazy, and want to make users fast. Decision to place an order to buy, buy, buy.
But when a user sees such a circle of friends, his first thought is, this is just a robot, and it will post ads all day long to block it!
Next, we will talk about how to create a personality from the two issues of how to set up a personality and how to post to Moments.
1. Set who set
people set and character set.
When users think of this person, they think of the brand behind them. He represents the brand to communicate with users, so he must have the brand's temperament and personality.
(1) In line with brand tonality.
What is the brand tone, and what is the personal tone. The brand is following the literary route. People who smoke, drink, burn their hair, and fight every day will definitely not work.
(2) Meet the user circle.
What are the characteristics of the brand's target users, and what characteristics must be in the personality. The target user of the brand is Bao Ma, and the person is a programmer who is a straight man of steel.
(3) In line with professional cognition.
When faced with unfamiliar areas, users are more likely to believe the opinions of experts. The purpose of private domain is to sell goods, and better selling requires the creation of expert personnel. For example, if you are a maternal and child product, and the user group is Bao Ma, then the person can be an expert in maternal and child parenting, providing professional parenting knowledge.
(4) In line with a positive image.
People like to make friends with people who are unpretentious, sunny, real, and grounded. Personal character should be the same.
Figure 1 is a personal self-check sheet, you can fill in the blanks according to your own brand.
2. How do I send my circle of friends
circle of friends as a high-frequency content portal, it is an important way to create a set of people. Users can understand what kind of person you are and what products your brand sells by looking at the content of Moments, which is not worth trusting.
The content of Moments is divided into three dimensions:
one is to let users perceive that you are an approachable and trustworthy expert through interactive content and professional dry goods.
The second is to let users perceive you as a trustworthy "living person" through learning diligence, work struggle, leisure and entertainment, and life attitude content.
The third is to let users perceive that your product is worth placing an order through product selling points, user reputation, honor and authority, and time-limited activities. Product-related content is not recommended to be published frequently, and the overall ratio is recommended to be controlled at 2:1:1.
The number and time of posting to Moments should also be restricted.
Multi-category, there are content topics that can be produced, and you can post a little more every day, 3~5. There are few categories, and there are not so many topics, just 2 to 3 items per day.
The release time needs to be determined according to user characteristics. If your target users are elderly people, sending them at 11 o'clock in the evening or 12 o'clock in the evening will definitely not work, as they are already asleep.
The common peak period in the circle of friends is the morning peak from 7:30 to 10, the lunch break from 12 noon to 2 pm, the fishing time from 3:30 to 5 pm, and the evening peak from 6 to 7:30 in the evening. , 10 o'clock to 11 o'clock in the evening is before going to bed.
Detail 2: No one
The premise of becoming a private domain is to have a group of users who recognize you, and you can mine their lifetime value for these users.
But the reality is that many brands do not even have the most basic people in private domains. Then the follow-up operations will be tedious, and the routines will be futile.
No one is divided into two points, one is the small number of users, and the other is the poor quality of users.
The first thing to do is to solve the problem of the small number of users.
Many start-up brands have only a few hundred friends on WeChat, and they want to increase traffic through fission 1 to 5, 5 to 25, and 25 to 125. The math formula is very good, and it looks wonderful, but the reality is cruel.
Others will think about starting with friends around them, developing them into KOLs, and bringing about fission.
To be a private domain, you must have a stable source of traffic. Whether it’s draining traffic from e-commerce platforms through parcel cards, AI calls, and text messages, or via shopping guides in offline stores, and materials in various paths...
As for the content draining from online platforms such as Zhihu and Xiaohongshu If you have a certain fan base or strong content output ability on the platform, you can do it, but the problem is that this kind of ability is scarce. Even if you have users, you must be clear if your users are your target users.
Some companies have a lot of traffic in their hands, but the traffic is extremely inaccurate and the quality is very poor, so no matter how much operations they do, they won't pay attention to you.
There is a real flow if there is a precise flow. If it can't be done, then I don't suggest to be a private domain. The initial customer acquisition problem of the brand should be solved first.
Detail 3: Regardless of people
This is what I often see. Although some brands have done a lot, they still haven't hierarchized users' labels and treat all users equally.
For example, the normal repurchase cycle of your product is 1 month, and user A has just bought it for 3 days. At this time, you have a discount on the activity, and you also pushed the activity to him, then he will not place an order with a high probability. It will even cause a bad experience for it-I just bought it a few days, and it was discounted. This is too bad!
For another example, the same is issuing coupons. User A is your high-value user. The frequency of repurchase and the unit price are high, and the brand is recognized. At this time, you should issue large coupons with high thresholds to attract customers. unit price.
For user B who has been spending on your side in the past, but has not consumed for a long time recently, issue a large amount of coupons with no threshold as a retention.
If the two are reversed, for user A, he will consume if you do not issue a no-threshold coupon, but if you do, it will reduce the brand's profit. For user B, people have not spent so long, and if you send out coupons with such a high threshold, it is very likely that you will not be ignored.
How to layer users?
The first is to label users. The more labels we have, the more comprehensive our understanding of users, and the more three-dimensional and clear user portraits.
User tags are classified from a large range, and there are 4 categories:
1. Static tags.
Basic information on the user’s social level, such as region, age, height, weight, occupation, birthday, marriage status, family status...
2. Consumption label.
Consumption power, consumption frequency, consumption preference (for example, the clothing industry, what style the user prefers), price sensitivity, purchased products (color, size, price), discounts participated, promotional activities participated...
3. Behavior Label.
Various interactive data generated between users and the platform, such as the source channel, whether to follow the official account, the fission activities participated in, the articles read, and the clicks, favorites, shopping carts, and coupons generated by users in the Mini Program Mall A series of actions such as submitting an order.
4. Level label.
The level label is the hierarchical level of the user. There are two common ways to layer users:
One is based on key business nodes.
For example, if you are an e-commerce brand, you can divide it into new users, first purchase users, N repurchase users, and super users (VIP users) based on the user's private domain path.
For example, if you are making a high customer order and need to sell a one-to-one conversion, then you can divide it into unfamiliar users (without any interaction) and potential users (a few words of chatting, likes from Moments, demand Unclear), intended users (introduced products, quoted prices, user needs are clear), users who place orders, users who repurchase N times, super users (VIP users).
The second is based on the RFM user value model.
The RFM model is a commonly used model in the user hierarchy. It is divided according to the user's contribution to the brand over a period of time (for example, 30 days).
R is the most recent consumption time. The closer the consumption time, the deeper his memory and recognition of the brand.
F is the consumption frequency of users over a period of time. The higher the consumption frequency, the higher the loyalty to the brand and the stronger the stickiness.
M is the consumption amount of users in a period of time. Not every user brings equal profits to the enterprise. Refer to the 28th rule.
After combining the three dimensions of R, F, and M, it can be divided into 8 user levels (see Figure 2).
Detail 4: Regardless of people
Regardless of the person, it means that regardless of the user's real thoughts, not from the user's perspective, this is also a common problem for most brands.
Take the flash group as a simple example.
When selecting products, from the perspective of the enterprise, products that are about to expire and cannot be sold will be used to clear the inventory as a spike product in the group.
But users are not fools. What age is it now? If you sell inferior products, you won't buy it. Even if a user is lucky enough to buy it, the experience after use is not good, and the trust in the brand will be drastically reduced. The reputation is corrupted, and there will be no second repurchase.
If you start from the user's perspective, you will think of real benefits to users and choose products that are low-priced, high-value, and just-needed, then users will naturally pay.
For another example, post to Moments.
From the perspective of the enterprise, you will think about the content of selling more goods and occupy the user's circle of friends.
But from the user’s point of view, you will think about whether this posting will bother the user and cause disgust; how to send value to the user, send valuable dry goods, or send fragments of life...
how to do it from the user From the perspective? Here to give three small methods:
1. user surveys
to understand users know what they want, what common characteristics are important. There are three common survey methods on the market:
First, the user interview method.
Whether it's phone or face-to-face, through long-term communication, it is easy to get the user's real thoughts, and at the same time, divergent questions can find potential and previously overlooked details.
Second, the questionnaire survey method.
The survey has a wide range and can obtain a large number of user data, but the shortcomings are also obvious. The design of the questionnaire's options can easily influence the user's answer. Therefore, user interviews are generally qualitative first, and questionnaire surveys are then quantified.
Third, the context is substituted into the law.
The disadvantage of entering the user's real situation is that it takes time and energy. For example, if you are making maternal and child products, then you have to truly experience the life of Bao Ma and do the same things as them.
2. empathy
before doing any one operator action, empathy, if I were a user, I received a message sent by the brand, make operational action, I will think how I would do, I would not Will recognize.
This requires operators to be empathetic, objective and rational.
3. Data feedback
based on user behavior, consumption data, platform data for analysis.
For example, every time you post a Moments, you will record the number of likes and comments. A week later, I found that there were two angles of content. The amount of users' likes and comments was particularly high. It proved that this type of content was loved by users and could be optimized and posted more next time.
For example, if you have a few products with particularly high sales, it means that they are loved by users. Next time, you can refine the commonality and focus on the development of such products.
