Give me 3 minutes to tell you how to fold your circle of friends and how to do e-commerce private domain!

Private domain, as the name suggests, is a user pool that is directly owned by merchants and can be re-reached at low cost.

Now, driven by the epidemic, private domains have become an important means for e-commerce companies to break through.

Compared with incremental methods such as buying traffic, fighting price wars, and brushing orders, private domains are simply a moat for corporate sales.

It is no exaggeration to say that the standard configuration of e-commerce at any time is private domain.

Don’t worry about being restricted by the platform or not worry about not having repeat customers. Traffic safety is survival safety.

In Lao Gao's words

"Private domain has changed from a necessary one to a dying state if you don't do it. In the future, all e-commerce merchants will no longer have a way out if they don't do it."

Having said so much, so in which aspects should we do a good job in private domain?

1. Crowd

Behind each traffic is a living person.

To put it bluntly , operating a private domain means operating "people" and classifying different groups of people.

For example: boss, operator, newcomer, peers, etc., push the corresponding messages you want to send out in groups visible so that everyone can see the content they are interested in.

Increase the conversion rate!

2. Content

The quality of content is equal to the conversion rate.

Many e-commerce merchants will watch the screen every day, and the content is nothing more than product selling points, customer reviews, discount information, etc. Although it is simple and crude, it has some effect, but the conversion rate will not be particularly high.

The so-called good content, which arouses users' appetite, arouses users' interest, and brings value to users, is only the first step.

The ultimate goal is to feed back and establish a personal image so that users can remember who you are and sell your goods.

3. Trust

For many products, it is difficult for consumers to make purchasing decisions in a short period of time. Before purchasing, consumers will shop around and check information to establish consumer trust.

All e-commerce merchants need to do is build trust.

Private domain merchants need to open up the most direct path between buyers and sellers and shorten the time difference in trust.

Let consumers think of you as soon as they need this product.

4. Character design

It is not up to you to decide which character you create into, but the consumer and the market.

Some people will portray themselves as a high-IQ character who is good at planning and talent, but he is an ordinary person himself.

Once this unreal method is exposed, it often leads to a collapse of trust, which is what we call "character collapse".

And real persona is the only way.

It’s like when a person goes on a blind date, he will sort out his face and make every move cautiously.

Because your goal is to establish a long-term relationship with the other party, you will try to maintain a highly realistic state and leave a good impression on the target person.

The same is true for private domain operations, establish a real and reliable personality and eliminate worries.

After all, trust is a bridge of communication.

5. Fold

The current private domain environment is no longer as before, and WeChat Moments began to collapse.

This is a fatal blow to private domain merchants.

After folding, others will not see the Moments you posted, and you don’t even know it yourself, because your account will not show folding.

Based on this situation, we can narrow the scope of content pushed by our personal accounts, that is, we can only recommend content and products that meet the personality, and not directly make transactions. All customers will be transferred to the company's WeChat to monetize.

Before adding new users, we must make a traffic flow path in advance, such as WeChat for enterprises that add IP can get ** discounts.

Personal accounts only provide high-quality content, stay away from hard advertising and reviews, and build users' awareness; corporate WeChat and videos can push hard advertisements.

6. Private domain path

E-commerce merchants with public domain traffic are like restaurants on the side of the road. There is no business when the weather is bad, and there is no business when the epidemic comes. After finally coming, others may not choose your restaurant.

The traffic in the private domain is like a fish pond at home. Sprinkle feed and keep it warm for a while. The fish in the pond are your own.