In recent years, the concept of private domain traffic has been continuously raised, but many details about private domain traffic are actually not well understood.
Today, Xinli Information Technology will talk to you aboutWhat is private domain traffic? How can enterprises and brands transfer public domain traffic to private domain traffic?
What is private domain traffic?
Public domain traffic and private domain traffic, as the name implies, are the difference between active users in the public domain and active users in the private domain.
Our common online public domain traffic, such as: Weibo hot search list, Douyin homepage video, search bar of major APPs, etc.; offline public domain traffic, such as: bulletin boards on the outer walls of residential quarters, TV and radio advertisements, newspaper and magazine advertisements Bits, etc., are open to all users.
The private domain traffic starts from a certain company, brand or even an individual, and all active users are in one territory, such as: WeChat circle of friends, community owner group, corporate WeChat official account, brand-owned live broadcast room, brand-owned APP, etc. , offline such as private parties, corporate booths, etc.
Comparing the two, private domain traffic is limited and has fewer users than public domain traffic, but users are more closely connected and have higher mutual trust preferences, so private domain traffic is easier to be converted.
How can enterprises and brands convert public domain traffic into private domain traffic to achieve private domain maintenance and transformation?
Multi-channel diversion, single-channel summary
To transfer as much public domain traffic as possible to private domain traffic, enterprises need to first establish a multi-channel distribution matrix.
Public domain traffic diversion such as graphic and text promotion, short video dissemination, live broadcast diversion, and offline summit activities is a long and huge process. Enterprises can focus on breaking through several platforms according to actual resource strength and corporate positioning, and acquire customers through multiple channels. In order to better maintain and manage traffic users, enterprises need to finally aggregate traffic to a single platform for cultivation, and through the form of preset channel embedding, master different traffic sources and channels, and initially understand their awareness and needs of the company, so as to better serve Follow-up precision marketing and customized maintenance lay a solid foundation.
For now, because WeChat users and daily use time are much higher than other platforms, many companies will choose to divert public domain traffic to the private domain traffic platform of WeChat public platform for unified management.
Precise marketing reach, one-to-one customized maintenance
After an enterprise transfers public domain traffic to private domain traffic, different users need to be managed hierarchically. Due to user source channels, corporate perceptions, preset needs, and acceptance levels are all different.
Enterprises can use SCRM WeChat marketing automation technology to specifically analyze the current needs of users based on user reserved information and third-party expansion information, and push personalized menus and personalized graphic messages for users, and use them without arousing user disgust The chatbot obtains more user forms and information, so as to portray the user portrait more comprehensively, and facilitate the follow-up to reach more accurate brand information.
Cultivate users patiently throughout the cycle to enhance brand image
According to statistics, more than 80% of the sales orders are not closed in the first or even the second and third contact.
The conversion of new users is a very long process. Brands need to have enough patience and a targeted user cultivation mechanism to appear around users in a reasonable and reasonable manner for a long period of time, so that users gradually develop a preference for the brand. And finally promote the order.
For user cultivation, SCRM tools help companies preset user journeys and guide users to generate trigger behaviors independently, so as to obtain more targeted and marketing information step by step. This is also the independent customized journey and cultivation mechanism that the private domain traffic platform can present to users.
Attractive information, strong reminder, strong conversion
Discounts and realistic promotions are always important methods for the final conversion of private domain traffic.
For example, the representative of private domain traffic—the time-limited group buying information in Moments, or the time-limited 50% discount coupons pushed by the WeChat official account for users, all have strong attraction and reminders for users. Using SCRM tools to remind potential users of the expiry of coupons can avoid missing sales leads.
After understanding what private domain traffic is, it is important for enterprises to acquire customers and convert, and try to transfer public domain traffic to private domain traffic platforms as much as possible, so as to achieve the ultimate goal through reasonable user cultivation journey and precise marketing information. transformation, thus completing the closed loop of corporate marketing customer acquisition.
