This is an introductory article on private domain traffic operation. The main content of this article is to introduce how e-commerce companies can build their own private domain traffic.
01 What is the essence of private domain traffic
Baidu Encyclopedia says:
"Private domain traffic is a concept relative to public domain traffic. Simply put, it refers to channels that can directly reach users at any time and frequency without payment; such as self-media, user groups, WeChat accounts, etc., That is, the circle that KOC (Key Opinion Consumers) can radiate to is a concept in the field of social e-commerce.”
My personal understanding is that private domain traffic is essentially a free traffic pool in my own hands. We only have the right to use the public domain traffic, not in our own hands, or our life and death in the hands of the platform.
What we are fighting for private domain traffic is the issue of traffic ownership. The traffic is in our own hands, and we can divert traffic to other platforms to get more traffic, even if Taobao has blocked the store, Douyin has blocked the account, and WeChat has blocked the official account. , we can still use the private domain traffic in our own hands to make a comeback.
02 Why are you doing private domain traffic?
The concept of private domain traffic has become very popular in the past two years. Along with the popularity of private domain traffic, there is also the concept of social e-commerce. Why are more and more companies and individuals starting to engage in private domain traffic and social e-commerce? There are mainly the following three aspects. The most fundamental reason is that traffic is getting more and more expensive, and it is not cost-effective to buy traffic.
1) Reduce marketing costs
The cost of customer acquisition for merchants on traditional e-commerce platforms is getting higher and higher. For example, sellers who open stores on Taobao need to drive through trains for paid promotion. However, the total amount of traffic on Taobao platform is limited. The cost of Taobao's paid promotion is also getting higher and higher.
Moreover, through paid promotion and drainage through direct trains, customers return to Taobao platform after purchase. They are not really customers of the merchants themselves. Merchants can only see the customer's phone and address information in the backend of the store. It is difficult to reach customers again. Next time, you will need to use paid promotion to bring in new customers.
2) Prevent customer churn
Everyone knows the importance of customers, but in traditional e-commerce platforms, even if merchants want to maintain hard-earned customers, there is no chance, because the platform will prevent merchants from directly contacting users. If merchants take away all the traffic from the platform Well, how can the e-commerce platform earn the advertising fees of the merchants~
However, if we use a series of means when customers enter the store for consultation and delivery, and try to add every user who purchases products to the WeChat personal account or WeChat group, the relationship between us and customers will be from the previous weak relationship. Become a strong relationship that minimizes customer churn.
3) Enhance customer lifetime value
On traditional e-commerce platforms, we cannot provide customers with more valuable services, so customer stickiness is low and the repurchase rate is not high; but in the private domain, we can provide customers with more sophisticated services through various operational methods services, and continuously improve user experience and brand loyalty.
At the same time, in the private domain, merchants can efficiently reach users many times, and use personal account private chat, circle of country email list friends, and community to continuously convert users and increase the repurchase rate.
03 Which industries are suitable for private domain traffic
Private domain traffic is very important, but not worth it for all businesses. Private domain traffic is most suitable for products with high profit, high repurchase rate, and many natural topics, such as beauty and skin care, clothing, mother and baby and other industries.
High profit means that the money earned can cover operating costs. High repurchase rate means that the value of a single customer is high, and it is worth spending time to maintain. More topics mean that our official account, circle of friends, and community can continue to produce new content. out.