The term private domain traffic has been popular in the past two years. It mainly refers to the traffic that the brand or individual owns, does not need to pay, can be used repeatedly, and can reach users at any time. Frankly speaking, it’s followers and users that a brand has gained over many years.
For example, by building private domain traffic, Bosideng has accumulated more than 12 million customers on corporate WeChat, and private domain GMV exceeded one billion; Ping An Property Insurance has accumulated tens of millions of insurance private domain customers, with an additional pass rate of more than 80%, and an insurance rate of 100 people up to 5.2%; Baiguoyuan has 25,000 groups covering millions of members, and online GMV accounts for 20%; … These satisfactory private domain examples are really eye-catching. Private domain traffic will continue to explode in 2022, and brands have begun to explore how to use private domain traffic to improve brand and efficiency.
In fact, there are three private domain operation models: Traffic harvesting, Lead oriented and user operation model. So what kind of operation model should a company or brand adopt?
- Traffic harvesting model
The traffic harvesting model is to continuously obtain traffic through content accumulation, new user acquisition, etc. Users can grow substantially and be reached by new content multiple times in a very short period.
- Lead oriented model
Lead oriented model provides users with decentralized services and thereby achieving higher conversions.
- User operation model
User operation model refers to focusing on interacting with users, understanding user needs at different stages and maximizing user LTV.
Traffic harvesting model is similar to the traditional marketing model, but it actually violates the “will” of private domain traffic, and the harvesting behavior has a great impact on customer retention. In addition, adding a large number of friends’ WeChat accounts will have the risk of account suspension. Lead oriented model is more like a kind of community operation, bringing users together and maintaining community relations, which requires high delivery costs. User operation model focuses on the relationship with each user, and manages the classification and labeling of users.
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