Three tips for merchants to turn private domain traffic into cash

Traffic changes

What is traffic is the flow of customers that our products can bring in? Whether it is the customer traffic from traditional offline shops or the various types of traffic obtained through internet search engines, e-commerce platforms, etc., the essence of all business is traffic and traffic realization.

Three tips for merchants to turn private domain traffic into cash

In the first half of the Internet, from browsers to portals to search engines to various segmentation platforms (social platforms such as public numbers, small programs, and circle of friends led by Tencent, e-commerce platforms such as Taobao and Jingdong led by Alibaba, etc. With vertical outlets such as Poundudo and Meituan takeaway, and DDT, we can see that the traffic is changing more and more segmented and sinking, and as the Internet enters the second half of the year, China As the Internet enters the second half of the year, China’s Internet demographic dividend has bottomed out, the growth of active platform users is sluggish, and the growth rate of users’ mobile Internet time has dropped significantly, so merchants are either kidnapped by the platform or have to find their way out.

On the one hand, the overall cost of Internet traffic is getting higher and higher, while on the other hand, various private domain traffic ecosystems are slowly maturing. With this scissor difference, traditional businesses will inevitably lean towards private domain traffic, which needs to be reduced. A new buy-back model that increases the cost of customer acquisition. Business traffic private domain will become the future trend of business operation.

Three tips for merchants to turn private domain traffic into cash

rivate domain traffic sources

Many businesses have been doing this long before private domain traffic came into existence. Think back to how we usually consider taking advice from others when buying something? Mother and baby, education, insurance, house, car, recruitment, etc. These products have a common feature – there is an apparent information asymmetry between buyer and seller. From the user’s point of view, there is an urgent need for experts or advisors to provide the services and products they need. In addition, web groups in WeChat and those operated by various e-commerce communities are prototypes of private domain traffic.

However, whether selling through WeChat and friends to pull group traffic can have a better conversion rate than other methods. It is compatible with the ecology of WeChat, and other hosting platforms is the biggest challenge for private domain traffic operations.

How to treat private domain traffic

The core of private domain traffic is a B2C arrival system, including but not limited to various software, platforms, and services. The first advantage of private domain traffic is the conversion rate and marketing costs. Once owned, marketing costs are meager. Secondly, it is a transformative and efficient business. Previously, businesses such as e-commerce were big B to C models, i.e., business to customer. However, transactions in the form of micro-businesses are based on trust. Trust in the person, and then the person will use his personality to endorse an unknown product, so it is very efficient. When the business first started, people bought from someone because they trusted them, but when the business was mass-produced and spread, personal efficiency wasn’t enough, and a brand needed to be built. Today, however, there is an extreme abundance of products to pick and choose from.

Like self-publishing, netroots e-commerce and community group buying are also applications of private domain traffic. The essence of self-publishing and online celebrity e-commerce is to create IP with content, build trust, and then close deals, while community group-buying is based on the confidence of the head of the group.

Private domain traffic commercializes the trust logic implicit behind it. Especially when traffic is saturated, and traffic efficiency is not enough, people start to pursue higher conversion rates and higher repurchase rates. This is determined by the changes in the overall Internet environment, where the total market is shifting to the stock market.

Three tips for merchants to turn private domain traffic into cash

Flow private domain, business three tricks

One 、Use enterprise WeChat to make employees become KOL (Key Opinion Leader)

With the help of shop staff and shops, companies can divide their vast user base into different dedicated traffic pools. Each traffic pool can be synchronized with strategic will and has a certain degree of autonomy because someone is in charge of this traffic pool, so it is alive. This model is practically applied in industries such as mother and child, trade, auto repair, and real estate. Due to information asymmetry, there is an urgent need for experts or consultants to provide personalized services and products to achieve better results from the user’s point of view.

Some articles analyze that enterprise WeChat may become the main battlefield for private domain traffic. This depends on the positioning of Enterprise WeChat. Currently, WeChat is already connected to Enterprise WeChat. Enterprises can use Enterprise WeChat, coupled with the introduction of third-party data, to digitize their users. After talking about digital transformation, most SMEs may not have enough budget and staff to implement it. This can now be done through Enterprise WeChat.

Three tips for merchants to turn private domain traffic into cash

In addition, employees can increase their credit through corporate WeChat rather than personal WeChat. On the other hand, one can become an industry KOL through personal settings (e.g., by creating a corporate number and private environments, one can turn an employee’s settings on corporate WeChat into know-how in the industry. e.g., in the mother and baby industry: “hashtag + baby name – mum”: know-how – daily mum). In addition, companies do not have to worry about employees leaving and stealing customer resources; they can transfer them to other employees for maintenance.

The essence of private domain traffic is precisely the delicate operation of traffic. The prerequisite for fine-grained operations is the accurate identification of your users. This should be based on behavioral analysis, trying to collect multi-touch behavior of the same user in different channels, analyze and process this big data, reach users through automated and active marketing tools, and increase conversion and repurchase. This is also the follow-up enterprise WeChat + WeChat small program open capacity can play, the traditional CRM into private domain traffic under the new tools and grasp of the merchant.

This marketing approach aims to train your staff to become owners of private domain traffic, train your staff to become opinion leaders, and then build a pool of private domain traffic with full user access.

2. Reach more users through KOC (Key Op2inion Consumer)

Merchants want to reach customers through KOC marketing. In general, the following methods can be used.

KOC: Key Opinion Consumer. In traditional e-commerce platform reviews, VWAP is a platform for KOCs to evaluate merchants. Although their content and copy are not polished and sometimes even crude, they are trustworthy. After all, they are authentic and enthusiastic because they are interactive. The result is clear: exposure (public domain traffic) can be high conversion (private) (flow). Proper KOC marketing is about getting users to reach enough potential customers through word-of-mouth.

Step 1: Use quality content as a trigger, such as a discount on a hot item. Various channels from content distribution to WeChat network building and distribution. Step 2: Identify user data. Merchants need to be able to identify user-related information based on content automatically: e.g., preferences, behaviors, etc., identify characteristics of relationships between users and manually identify user tags by shop staff or sales staff during actual interactions with users. Step 3: Find Key Opinion Consumers (KOC) by recording the user’s sharing paths and relationships. Step 4: Empower sales and operations staff (tools, presentation skills) to build a strong connection with the KOC and facilitate a transaction, and then reach out to other consumers through the KOC for new purchases, repeat purchases, and retention.

Marketing in this way is a logic of covering the market with critical nodes. This creates a broader pool of private domain traffic coverage for corporate consumers.

3. Super Users

We are all familiar with the twenty-eight law. For businesses, only 20% of consumers can contribute to profits repeatedly. The so-called “super users” are the “20%”. By focusing on private traffic, superusers can avoid being caught up in crowd tactics and focus on generating the most cost-effective group.

The purpose of marketing is to acquire new customers on the one hand and extend the customer’s life cycle on the other hand to explore more consumer value. But pulling users into a private domain traffic pool is only the first step or an open relationship. One of the characteristics of a superuser is to pay to become a member and maintain a solid willingness to spend. This is equivalent to locking the user into future consumption and entering self-consumption mode. If the business has some data analysis capabilities, it can analyze when users spend, how often they consume, and how much they spend. Redesign the superuser permission and growth system to filter them out, and lock these superusers in through refined operations, such as making them paid members, the

Three tips for merchants to turn private domain traffic into cash

power merchants under the trend of the private domain of merchant traffic

Generally speaking, merchants can have the above private domain traffic will, less can be implemented. In addition, different industries have different characteristics, which require professional consultants or agency operations to provide empowerment for merchants.

Various platforms provide merchants with different marketing and operational tools such as coupons and membership cards on the traffic side. Still, merchants and staff often do not have the capacity and time to operate them, and standardized tool plug-ins are not very useful…

Three tips for merchants to turn private domain traffic into cash

On the transport side, merchants’ delivery capabilities vary and can only be delivered by some brands (SF, Meituan, Hummingbird) and crowdsourced delivery systems (Dada, FlashPay, UU, etc.), or even some local small and medium-sized delivery service providers, but the quality of service, such as delivery time and delivery order rate, varies significantly between these service providers.

For merchants, if they can do business on behalf of their private domain traffic or provide operational advice + tools, this will make merchants willing to pay for the service, compared to some of the current public domain traffic charges, such as DDT, Meituan takeaway on behalf of the operator’s private domain traffic commission may be better and lower cost.

Why are Today’s Headlines popular? Because it digitizes and standardizes information, enabling one-to-one news pushing through data training, killing the traditional news browsing model. Everyone wants personalized and valuable services as long as the cost allows them.

Leave a Comment

Your email address will not be published. Required fields are marked *