Long-term value: Private domain traffic is not a short-term harvesting logic. It requires long-term accumulation and continuous operation. The goal is to deeply mine users' full life cycle value through data empowerment.
In general, it is more convenient to reach and communicate between company email list enterprises and users under private domain traffic, but the operation of private domain traffic also needs to truly provide users with valuable products and services, and establish trust connections with users; It can carry out refined traffic operations to achieve closed-loop and stable growth of efficient new promotion, high conversion, high reputation, high fission, and high repurchase, and constantly tap the long-term value of users.
Private domain traffic operation process framework
In the process of private domain traffic operation, operators need to build a set of operation process framework. The private domain traffic operation traffic is roughly divided into two parts: traffic introduction and traffic operation closed-loop; In order to continuously introduce traffic into the private domain, the closed-loop traffic company email list operation refers to the closed-loop process of private domain operation that needs to be achieved through traffic activation, transaction conversion, sharing and fission, and repurchase by old customers in the process of private domain traffic operation.
Simply put, it is roughly divided into 5 steps:
Traffic introduction-traffic operation-transaction conversion-sharing fission-repurchase by old customers
The first node: traffic introduction
Traffic introduction can be divided into three sources: advertising traffic, content traffic and other traffic :
Advertising sources are mainly common public domain traffic, that is, traffic sources based on performance advertising, search ranking, platform algorithms, display advertising, etc., such as SEM, information flow advertising, etc.
Content traffic is mainly based on traffic in the form of short videos, live broadcasts, graphics and texts, such as traffic from live broadcasts such as Douyin and Taobao.
Other traffic includes traffic induced by various promotional activities, as well as traffic from offline stores, offline advertising and other sources.
Through the continuous development and growth of traffic in the public domain, create sound volume, gain maximum exposure, and then guide traffic to the private domain.
The second node: traffic operation
When the traffic is introduced into its own private domain traffic pool through public domain traffic, it needs to continue to operate and mine user value.
There are three main dimensions to the method of operation:
Content company email list operation, such as public account content operation, community content interaction, video content operation, etc.
Event operations, live events, promotions, group group events, new product events, offline events, etc.
Data-based operation, that is, fine-grained management of users by layering, classifying and labeling users.
The third node: transaction conversion
Achieving transaction conversion can be said to be a process of constantly building a ladder for users. There are four main influencing factors in the process of users from understanding interest to purchasing, namely interest understanding - stimulating demand - building trust - action cost . influence users' purchasing decisions.
①Interesting to know
Regarding this point, companies often fall into the professional trap, expressing a bunch of data and professional terms that they think are very powerful from the perspective of the product side, but users can't get it at all, and naturally there will be no next action, and they don't understand it. , not to mention conversion. So the core point is to let the target users understand the words, stand in the user's point of view, and express the selling point of their products.