In the wave of private domain operations, many companies are enthusiastic about it, but they encounter many setbacks in the initial stage and even have to start over. The reason behind this is not a lack of effort, but a wrong direction from the beginning.
“Our private domain is not even 0 to 1 now, now starting from -1, tearing down and starting over, and doing it again”, this is a newly hired private domain leader talking about the company’s private domain in the past, the boss was dissatisfied, and started over.
I believe this is not an isolated case, 90% of enterprises are doomed to fail when starting a private domain. The problem is not that you don’t work hard, but that the whole starting order from 0 to 1 is reversed.
Seen too many business failures:
Some bosses spend 300,000 yuan a month, and the traffic is up, but the team is overwhelmed and can’t catch it, the traffic is directly sprinkled all over the place, and the transaction does not rise but falls;
Some are bent on studying traffic, and the front end has 100,000 fans, using all kinds of learned “powder” magic, only enjoying the pleasure of traffic, but the pan-fans they get are less than 10,000 yuan in a single month…
These failures all have one thing in common: doing what seems right at the wrong time.
Many companies and teams have spent a lot of time and energy on the road to private domain exploration, but have failed to achieve the expected results and even encountered setbacks.
The deep-seated reason behind this is often not the lack of execution, but the wrong order from the beginning.
To build a successful private domain system from scratch, the core and most overlooked is the correct order of starting.
If you are planning or have already started a private domain layout, a thorough understanding and strict adherence to this path will be the cornerstone of your success.
The first step is to clarify the positioning & test the transaction
The most critical and challenging first step in starting a private domain business from 0 to 1 is to thoroughly run through and verify the entire “first path of private domain transactions”.
This is crucial because there are fundamental differences in private domain transaction models for businesses in different industries.
Whether it is e-commerce products for the public, providing professional services, knowledge payment, or high customer order business (real estate/finance/studying abroad), the logic and methods of completing transactions in the private domain environment are far apart.
The product type and the level of customer unit price directly determine the most suitable transaction gameplay and strategy.
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For example, if you sell snacks, then you don’t need to go through one-on-one telemarketing, the efficiency is low, the output value is poor, and no one will do it.
But if you are in the insurance business of high-net-worth individuals, it is obviously impossible to expect customers to complete large amounts of insurance with you just through online interaction.
For high-order business, customers are effectively invited to visit offline stores or conduct on-site consultations through private domains, and the final conclusion of the transaction often needs to go through in-depth offline negotiations and decision-making processes.
This is the difference between transaction models in different business scenarios.
But I need to add that
At the beginning of any 0-to-1 construction of a private domain, priority should be given to finding the private domain transaction path that best fits the business positioning.
First, if the private domain positioning direction is right, the road will become wider and wider
Here is a recent case of accompanying them, they are typical of the strategic positioning of the private domain business is not clear, and everything they do is tactically futile.
This business team is a self-media that does entertainment news, they are good at making content and capturing hot spots, but they have not found a way to monetize, thinking that they hope to pull people to the private domain by doing self-media account content, and then let these fans who like to watch entertainment and eat melons to bring celebrity peripheral products through the distribution model.
I did a lot of things, engaged in the distribution officer mechanism, and searched for resources in various ways, and worked enthusiastically for more than three months, and this income did not even earn back the money of a set of SaaS malls.
What is the problem? The private domain business is positioned wrongly, giving up its “content”, which is the strength of the product, and investing in the unfamiliar private domain “e-commerce” field.
Why do users pay attention to you and why they enter your private domain, because you have some of your strengths, which can bring value to him, whether it is “practical value” or “emotional value”, when users identify your positioning, they must determine the monetization idea according to their own advantages.
First, the crowd is accurate – young ladies who are interested in entertainment news
Second, the content is accurate – first-hand accurate entertainment news, rather than writing an eye-catching entertainment editor
The most preferred monetization model is not e-commerce, but “paid content + member community” based on crowd preferences, providing “chat with interests”, providing “first-hand entertainment information”, and providing “rumor crusher service”.
Help them adjust from the “e-commerce monetization model” to the “knowledge payment model”, the entire positioning has been adjusted, the private domain of less than 1,000 people, combined with the private domain content + conversion SOP, has immediately converted 100+ annual paid members, and more importantly, it helps them find valuable paying users from the pan-fan crowd, and the follow-up order products and services can be gradually done.
Therefore, if you choose the right crowd and business positioning, you will be qualified to sit at the table of private domain players.
Second, choose one of the three and measure your main path of transaction
1. Private domain IP transaction
The core of this model is to achieve transaction conversion by shaping and strengthening personal IP, and combining it with circles of friends, community operations, Channels content publishing or private domain live broadcasts.
It is especially suitable for businesses that provide non-standardized services, require personalized services, and have a unit price in the range of 1,000 to 10,000 yuan. This type of business can effectively promote customer decision-making through the trust endorsement and content value of IP.
2. Private domain high customer order transactions
This model is designed for high-value products with a unit price of 10,000 yuan or even more than 100,000 yuan.
Due to the huge amount of such transactions, long decision-making cycles, and often require professional consultation and on-site experience, the transaction process cannot be completed entirely on the private domain line. The core role of private domains in this path is to efficiently complete the continuous escalation of relationships, guide them to offline to complete the “introduction→ display → experience”, and finally complete the transaction offline.
3. Private domain e-commerce batch transactions
This model is the best path for low- and high-frequency e-commerce businesses.
The usual practice is to divert customers to the private domain pool through tools such as enterprise WeChat, and then mainly through “one-to-many” efficient communication methods such as private domain live broadcast to influence a large number of customers in a short period of time and facilitate batch transactions.
This path pursues efficiency and breadth, but this does not mean that all of them are straight ball hard and broad group sending, and we have to start from the user and help them solve the problem of what scenario through the product.
For example, the current very popular “private domain live broadcast” is essentially a key means to solve the “one-to-many” communication efficiency and conversion efficiency in the private domain environment. It provides a real-time and interactive batch sales scenario, which can significantly improve the monetization of private domain traffic.
In particular, in the private domain business, there are not only these three transaction paths, but also distribution agency type, membership model, and lead transaction type, and it is not only a single transaction path.
Usually, after the main path comes out, more branch businesses will be generated, and they will be cross-combined, such as group and more complex business formats.
When the private domain transaction model that successfully runs through the main path is found and successfully runs, it marks that the most difficult and core first step in private domain construction has been basically completed.
Before the scale of traffic expands, the foundation of the private domain team should be stabilized
When running through the initial transaction path, it is easy to shift the focus of the private domain to large-scale “front-end traffic acquisition”. When traffic is surging, private domain services are prone to two major fault problems:
1. When pursuing the number of users, the quality of users declines;
2. The private domain mechanism cannot undertake the skyrocketing traffic.
The main manifestations are:
First, the flow rate of adding powder is too fast, and there is a large-scale ban on enterprise micro and micro accounts;
Whether it is Qiwei and Ziwei, it is easy for the platform to ban and restrict the account for the flow rate of the follower is too fast, and the conventional practice is to raise more accounts, and prepare more accounts to undertake the diversion of fans, but when the order of adding fans increases, if it is a private domain of enterprises and micros, in addition to preparing accounts, it is also necessary to prepare the main body of the enterprise.
second, the private domain team cannot undertake the service of the added users;
We used to do a new project for middle-aged and elderly knowledge payment, and after running through the transaction and service model in the back-end private domain, we thought that the whole business would be smooth. He hastily asked the front-end investment department in charge to increase the scale of delivery, hoping to increase the daily customer volume to two to three times that of before.
But an unexpected problem arose: despite a significant increase in customer resources, the conversion rate and low-to-high turnover declined in the month.
Why does this anomaly occur?
The problem is that before launching large-scale drainage, there is a lack of a private domain operation team system
Imagine that when traffic surges, the workload of customer consultations and follow-ups that could easily be handled by a few private domain consultants may now require dozens or more private domain personnel to barely cope.
- Is your sales team well-prepared for this?
- How to quickly build and expand this team?
- How to design effective incentives to drive sales motivation?
- How to establish a scientific assessment system to measure individual and team performance?
More importantly, how to develop private domain team leaders so that they have the ability to manage teams and drive business, not just individual sales leaders.
The above are all issues that need to be planned and considered in advance, and the construction of “selection, breeding, retention” + “private domain SOP” of the private domain team is indispensable.
If the team system does not keep up with the expansion of traffic in time, even if there are many potential customers, the salesperson will become at a loss because of the chaotic process and unclear responsibilities.
The second step of the private domain business start-up, after finding the drainage method and the main path of the transaction, it is by no means blindly increasing the volume and chasing traffic when the transaction first sees results.
Instead, it gives priority to the “infrastructure” + “team” system that undertakes traffic, and only by having no worries can we move forward bravely.
This can be stabilized through a set of “replicable + executable” SOPs, and can achieve fast and effective operation replication through SOPs, and continue to iterate during this period to unify the team’s combat style.
At this time, it is truly necessary to undertake traffic on a large scale and drive business growth.
“Quality” rather than “quantity”, and replace “inefficient conversion” with “accurate customer capital”
When your team members can efficiently handle massive new traffic based on clear SOPs, the multi-level product system can accurately match user needs and maximize the potential value of each user.
At this time, front-end traffic expansion is truly meaningful and can be translated into actual performance growth.
To grow private domain users, don’t just chase quantity, but also quality.
Here is a crucial reminder to all responsible persons of the private domain of enterprises:
It is essential to completely transform the simple “traffic thinking” into “accurate customer thinking”.
The goal of private domain should establish business positioning, invest resources and energy to build private domain, carry out real business, solve user pain points, and achieve profit growth at the same time.
Instead of just pursuing a huge number of fans, do business instead of traffic.
For a private domain business with the goal of conversion, the value of all inaccurate and mismatched target customer portraits is almost zero.
Go to great lengths to ensure that every potential customer introduced to the private domain has a clear product intent, or at least an extremely precise target audience.
Why is there so much emphasis on traffic accuracy?
The fundamental reason is that our private domain team needs to invest “energy costs” in undertaking and converting.
Assuming that a salesperson needs to receive 100 potential customers every day and accept 40% of the effective customers, then only 40 are really in demand and have potential for “precise customer resources”, and the other 60 are likely to be invalid users.
If salespeople cannot effectively identify and screen, they will be forced to spend time, energy and cost on these 60 customers. Those customers who really have the purchasing strength and clear needs will not receive enough services, and their willingness to pay will also decrease.
So two simple things:
First, the biggest premise is to improve the accuracy of front-end drainage and reduce the difficulty of back-end conversion;
How to judge this, I won’t expand here, but the quality of drainage users can refer to this relationship chain, that is, order fans > paid drainage > content drainage ≈ cross-industry drainage > fission drainage
Second, the back-end undertakes conversion, learns to quickly judge the quality of users, and can find some clues from conversation intentionality and even avatar nicknames.
Summary: First path, then system, then flow
Therefore, to build a healthy and sustainable private domain business system from scratch, the correct starting order is clear and rigorous.
First, focus on identifying the main path to core deals, clarifying how you plan to engage with customers and complete transaction conversions through the private domain.
Secondly, on the basis of the running transaction model, we will make every effort to build a private domain organization system to support scale growth, and sort out successful experiences and operating processes into iterable SOPs.
Finally, when your people, processes, and products are ready, start a large-scale traffic acquisition effort and build on it to scale your team and scale your business.
By following this proven logical sequence of “path first, then system, then traffic”, your private domain business can move forward steadily, achieve a breakthrough from 0 to 1, and finally achieve quality and sustainable large-scale growth, truly turning investment into tangible business returns.
