At a time when the cost of Internet traffic is rising, enterprises are facing the dual dilemma of difficulty in acquiring new customers and shallow exploration of the value of old customers. As a key strategy to break through this bottleneck, private domain operation is gradually becoming the core engine of enterprise growth. This article will systematically analyze how to improve customer lifetime value (LTV) through refined operations from the underlying logic of private domain operations.
Today, the cost of Internet traffic has exceeded 200 yuan/person, and enterprise growth is facing dual challenges: the acquisition of new customers is unsustainable, and the value mining of old customers is still in the initial stage of “promotion bombardment”.
The data shows that the average customer lifetime value (LTV) of enterprises with mature private domain operations is 40% higher than the industry average, and 70% of brands have not really activated the compound interest effect of the private domain.How to achieve sustainable LTV growth through private domain operations?This has become a key proposition for enterprises to cross the cycle.
In this article, I will start from the underlying logic of private domain operation and systematically analyze the core strategy and practical path of improving LTV:
- Redefining Private LTV: Why Can Customer Value in the Private Domain Triple Compared to the Public Domain?
- Cracking the three major growth levers: user base, per capita customer unit price, and average user purchases, how can the private domain accurately leverage these three core data?
- The unique growth advantages of the private domain: 2 reasons reveal the nature of the moat of the private domain;
- 3-step implementation method: from the development of user habits, from increasing the frequency of user consumption, we will teach you step by step to build an LTV growth model;
- Practical cases in the maternal and infant industry: see how leading brands use private domains to extend the life cycle of users, presenting a complete landing link from user stratification and scenario-based reach to the membership system.
Whether you’re a brand operations leader, a private domain trader, or a practitioner focused on business growth, you’ll get a reusable methodology from this article.
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01 What is the LTV of private domain operation growth?
In the key system of private domain operation, LTV (customer lifetime value) has always been the core indicator to measure user value and long-term brand return. But how exactly is the LTV of private domain operation growth? This concept needs to be analyzed in depth from multiple dimensions.
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I first focus on the narrow context, dismantle its core composition from the basic formula, and clarify the value calculation logic at the transaction level. It is then extended to a broad perspective to explore the deep connotations such as relational value and communication value behind it.
01 LTV in a narrow context: core revenue indicator
In a narrow context, LTV (Customer Lifetime Value) is a core metric that measures a brand’s revenue from a specific user, and its formula isLTV = User base × per capita unit price × average number of purchases per user.
This formula clearly disassembles the economic value that users contribute to the brand from the basic transaction dimension:
- user base,It represents the total number of users reached by the brand, which is the basis for value accumulation;
- per capita unit price,reflects the average spending level of users in each transaction and reflects the single consumption power;
- average number of purchases per user,It reflects the frequency of users’ repeated consumption and highlights the user’s continuous choice tendency for brands.
This formula intuitively presents the user’s consumption potential and overall contribution in a certain period. It focuses on the core variables at the transaction level, helps brands clarify the three major points of “number of users, single consumption, and consumption frequency”, provides basic data support for operation strategies, and is an important starting point for evaluating user value in private domain operations.
02 LTV in a broad context: redefining customer lifetime value
Why do we talk about scenarios under private domain operations, because users provide not only pure income, but also other added value.
In a broad context, the growth LTV of private domain operations is a concentrated embodiment of the brand’s multi-dimensional value integration through in-depth operation of user relationshipsTransactional value, relationship value, and communication value are composed together。
- The transaction value is the basis of the platerefers to the economic benefits that users directly contribute to the brand through repurchase, additional purchase, cross-category purchase and other behaviors in the private domain scenario, which has become more efficient due to the high-frequency reach and accurate recommendation of the private domain.
- Relationship value is the hidden wealth of private domain operationsWith the establishment of a 1v1 trust relationship, users have evolved from simple consumers to loyal fans of the brand, and they take the initiative to provide demand feedback, participate in product co-creation, and even become identity holders of brand values.
- Communication value is the key to private domain fissionWhen users take the initiative to share recommendations due to trust and experience, a low-cost self-propagation chain is formed, and every word-of-mouth diffusion may capture new traffic for the brand and achieve natural growth of the user base.
The unique 1v1 trust relationship in the private domain completely reverses the short-term situation of “one-time traffic” and transforms users into long-term reusable assets.
Through continuous operation, brands can not only tap the current consumption potential of users, but also continuously unlock the deep value of relationships and communication in emotional connection and value recognition, so that users can become long-term contributors to brand growth, and ultimately achieve continuous exploitation and geometric growth of value.
02 Why use private domains to increase LTV?
In the first part, based on understanding the definition of LTV, especially the unique value dimension that private domains give LTV, let’s explore a key proposition: Why does private domain become the core engine for improving LTV?
In fact, it is also easy to understand that this is the advantage of private domain operation compared to public domain traffic.
The public domain traffic dividend is fading day by day, the cost of acquiring new users is rising, and it is difficult for traditional mass marketing methods to continue to tap the deep value of users.
Public domain traffic belongs to the platform user asset, the brand needs to be purchased at a high price and is subject to platform rules, the traffic cost is high, and the instant conversion depends on the platform distribution, and the user stickiness is weak and difficult to precipitate. The private domain is completely different, it is a “private asset” independently controlled by the brand, the cost of user acquisition is lower, and it can establish controllable interaction with users and deeply cultivate relationships through multiple touchpoints such as enterprise micro, official account, and 1V1 private chat.
This continuous connection enables brands to accurately grasp user needs, improve repurchase and additional purchases through refined operations, extend the user life cycle, and ultimately maximize LTV (life cycle value).
SimplyThe private domain solves the pain points of uncontrollable public domain traffic, high cost, and easy loss of users, and is the core position to improve LTV and achieve sustainable growth, helping brands shift from “traffic harvesting” to “deep value cultivation”.
03 Cracking the LTV growth code: the three core data levers leveraged by the private domain
As we mentioned above, LTV in a broad context profoundly interprets the unique charm of private domain operations, which is far from being as simple as a single monetization method, but a comprehensive reconstruction and in-depth exploration of users’ lifetime value. howeverTo understand the deep logic of LTV, we need to go back to basics。
Next, I start from a narrow context, take the formula as the starting point, and carefully disassemble it from three key dimensions to clearly present the components of LTV.
In private domain operations, the growth of LTV (customer lifetime value) depends on the coordinated efforts of the three core data.
01 User base: building a “basic plate” for value growth
The user base includes two groups: new customers and old customers. New customers are the pioneers of market development, and old customers are the cornerstone of stable income.
The key to its operation is to retain old customers and reduce the cost of acquiring new customers. Improve user retention by strengthening the frequency of interaction between brands and users, such as exclusive greetings and personalized service reminders; With the help of the social fission attributes of the private domain, the old brings the new and reduces the cost of acquiring new customers.
Referring to indicators such as retention rate or block rate can intuitively assess the health of the user base and provide a basis for adjusting operational strategies.
02 Unit price per capita: tap the “deep password” of single customer value
Focusing on the stock users of the private domain, the increase in per capita unit price depends on ingenious package marketing, and I will use actual cases of the maternal and infant industry to explain to you what set marketing is and how to do package marketing.
Through the combination of traffic and complementary products, it stimulates users’ joint purchase needs; According to the differences in user preferences, it accurately pushes personalized goods to enhance purchase intentions; Use long-tail content recommendations to expand users’ awareness of the brand’s diverse products.
03 Average number of purchases by users
For active users in the private domain, the core is to increase the contact points of the purchase scenario.
Provide new product trials to stimulate consumption with freshness; Set up exclusive benefits for star items, such as limited peripherals and exclusive discounts for members, to cultivate user loyalty; Targeted marketing campaigns with the help of RFM models to accurately awaken high-potential users. The indicator of user purchase frequency directly reflects the pulling effect of scenario marketing and operation methods on repurchase behavior.
These three major data outline the growth framework of private domain LTV from the dimensions of user size, single customer consumption power, and consumption frequency, which are interrelated and have their own focuses.
In the next section, we will delve into how to achieve breakthrough growth in this data through refined operational strategies and truly unleash the powerful potential of private domain LTV.
04 How to improve LTV?
When we understand what LTV is and the advantages of private domain operations to improve LTV, then we will enter the core content of this article, and I will introduce to you in detail how to improve LTV.
In this part, I will follow the strategy of the total score, share with you the general strategy to improve LTV, and then talk about the specific 3 operation steps, and finally combine the actual cases of the maternal and infant industry to make a panoramic summary.
01 Overall strategy to improve LTV
Improving LTV (User Lifetime Value) is the core goal of private domain operations, and it is necessary to integrate operations, models, systems, and indicator monitoring through systematic strategies to build a complete closed loop of growth, which can be carried out in depth from the following aspects:
1. Clarify the goals of the private domain and build a multi-dimensional operation system
With “traffic operation + content operation + RFM data analysis and transformation” as the core path, it comprehensively improves the value of user lifecycle.
Traffic operation: It is divided into two steps: “acquisition” and “training”. In the acquisition stage, users are attracted to enter the private domain pool through precise channels (such as brand-owned APP, offline store drainage, etc.); In the training stage, with the help of enterprise WeChat 1-on-1 communication, community interaction, etc., the connection between users and the brand is enhanced, such as regularly pushing exclusive welfare information, and gradually building user trust and dependence.
Content Operations: Create high-value content to enhance user stickiness. for the maternal and infant industry, it can output content such as “parenting knowledge dry goods” and “product use evaluation” to solve user pain points; At the same time, expand the value of content through user stories, expert sharing, etc., and stimulate the potential needs of users, such as sharing “baby growth records” to drive the consumption of related products.
RFM data analysis and conversion: Stratify according to the user’s most recent consumption (Recency), consumption frequency (Frequency), and consumption amount (Monetary), push customized benefits to high-value users (such as priority purchase of limited products), and design wake-up activities for sleeping users (such as exclusive coupons + warm reminders) to achieve automated precision marketing and improve conversion efficiency.
2. Relying on the private domain model to achieve refined operation and management
Channel burying model: Deploy data burying points on your own channels such as brand official websites and mini programs to collect behavioral data such as user browsing and clicking in real time. Combined with enterprise WeChat monitoring user communication feedback data, it comprehensively outlines user portraits and provides accurate data support for subsequent operations. For example, if a user finds that a user has browsed a product many times but has not purchased it, targeted product discount information can be pushed.
User interaction model: Cultivate user interaction habits through activities such as check-in and topic discussions, and regularly collect user feedback to build a satisfaction system. For example, the “Parenting Experience Exchange Day” is set up in the mother and baby community to improve user participation and satisfaction, and enhance brand identity.
Content operation model: Design refined content themes for different user stratifications (such as new mothers and experienced mothers). Novice mothers focus on “pregnancy care” and “baby product selection guide”; Senior mothers can push content such as “children’s early education” and “parent-child interaction” to improve user engagement and dependence on the brand.
RFM model: divide users into important values, potential, sleeping and other levels, and open up the membership system. Provide exclusive customer service and double points on member days for important value users; set up upgrade rewards (such as points redemption coupons) for potential users to encourage consumption; Wake up sleeping users through targeted benefits (such as “return exclusive gift packages”) to achieve differentiated operations.
3. Optimize operational efficiency and experience with the help of private domain systems
Mini program matrix: Build mini programs with functional segments, such as “product purchase mini programs” and “membership service mini programs”, to simplify user operation paths and improve shopping convenience. Maternal and infant brands can set up a “one-click stocking” applet to facilitate parents to quickly repurchase milk powder, diapers and other necessities.
Enterprise WeChat tools: use the enterprise WeChat tag function to classify users and achieve accurate message push; Through quick replies, customer moments and other functions, enhance daily interaction with users, such as pushing “baby care tips today” to improve service temperature.
Global membership system: integrate online and offline member data, unify points rules and rights and interests system. Whether users spend on e-commerce platforms or offline stores, they can accumulate points to redeem gifts and enhance member loyalty.
User tag engine and intelligent marketing system: multi-dimensional tags (such as “price-sensitive” and “quality-pursuit”) are generated according to user behavior and preferences, and the intelligent marketing system automatically matches marketing activities according to the tags. For example, “price-sensitive” users can receive full discount coupons, and “quality-pursuiting” users can push high-end new product experience activities.
User Data Platform (CDP): Aggregate multi-source data (mini programs, enterprise WeChat, membership systems, etc.) to form a unified user view, provide data support for front-end operation tools, and ensure the accuracy of marketing and services.
Fourth, strengthen indicator monitoring and focus on key growth factors
Improved Retention (LT):
Optimize the efficiency of expanding the base of private domain pools, and attract users to join through old user referral rewards (such as “referring friends to get points”) and new user registration gift packages.
Provide continuous value output, such as the “Baby Development Milestone” guide that the mother and baby brand regularly pushes, and the exclusive parenting consultant answers questions online, so that users can feel the companionship and practical value of the brand, so as to retain it for a long time.
Increase consumption frequency:
Set up periodic marketing activities in combination with the RFM model, such as launching limited-time discounts and flash sale activities on “monthly member days”; For maternal and infant users, relevant product discounts can be pushed at nodes such as “school season” and “season change”.
Improve the user operation system and adopt label management and member points system. Users can earn points for each consumption or interaction (such as filling out questionnaires and sharing content), which can be exchanged for gifts or coupons to incentivize users to spend multiple times.
Increase spending amount:
combined SKU sales, such as the launch of “milk powder + bottle + complementary food bowl” value-added set by mother and baby brands to increase the unit price of customers; or based on the user’s purchase history, push related products (such as probiotics recommended by users who have bought milk powder).
Expand new marketing scenarios, use the community group buying model, launch the “group more preferential” activity, and encourage users to invite friends to form groups, which not only increases the amount of consumption, but also realizes fission communication.
With the above general framework, let’s introduce how to improve LTV, including increasing retention rate (LT), increasing consumption frequency and increasing consumption amount.
02 Improve user retention LT
In private domain operations, improving user retention LT (user life cycle) is a key part of enhancing user stickiness and achieving LTV growth. The following is an in-depth analysis of strategies to improve user retention from multiple dimensions, combined with specific scenarios and cases, to build a complete retention system:
1. Rapidly expand private domain pools and lay the foundation for retention
Private domain pools are the carrier of user retention, and it is necessary to expand the user base through diversified channel strategies. Taking maternal and infant brands as an example, you can cooperate with maternity and child hospitals and early education centers offline to provide parenting manuals for new parents, with an exclusive QR code set in the manual, and scan the code to join the private domain community to receive the “Newborn Care Gift Package” (including trial pack and parenting course vouchers); Accurate advertising is placed online through social media platforms, such as pushing the “Free Baby Growth Record Handbook” activity on mother forums and mother and baby APP to attract potential users to enter the private domain. This combination of online and offline can efficiently expand the private domain pool and accumulate objects for subsequent retention operations.
2. Cultivate user interaction habits and enhance emotional connection
Increase interaction frequency and value: Design diverse interaction forms and incorporate gamification elements. For example, the “Sign in and Clock in to Win Points” activity is launched, and you can unlock a coupon of 100 minus 20 for 7 consecutive days; Set up a “parenting knowledge challenge”, and you can get points for answering the questions correctly, and the points can be exchanged for product samples. Each interaction revolves around the core needs of users, such as sharing “baby food production tips” at a fixed time in the mother and baby community, allowing users to form the habit of “checking every day” and gradually incorporating the brand into daily life scenarios.
Strengthen social attributes: Create a communication platform between users, such as setting up a “Bao Ma Tree Hole” area for mothers to share parenting confusion and family fun. Regularly organize “parenting experience sharing meetings”, invite active users to share their experiences, and give points rewards or exclusive badges. Through the interaction between users, a benign social network of “brand-user-user” is formed, making it easier for users to retain due to their sense of belonging to the group, for example, a mother may continue to stay in the private domain because she has met like-minded friends in the community.
3. Build an interactive satisfaction system and optimize experience details
Improve the basic service library: Establish a comprehensive and dynamically updated Q&A library, product information database and after-sales service process. For example, when a user inquires about the milk source of a certain milk powder, customer service can quickly retrieve detailed product library information, not only inform the milk source, but also attach a link to the quality inspection report; After-sales service sets up an “exclusive customer service channel”, after the user submits the after-sales application, there will be a response within 24 hours, and a solution will be given within 48 hours.
Regularly collect feedback: Collect user satisfaction through questionnaires, community voting, 1-on-1 interviews, etc. For example, the first Friday of every month is designated as “User Experience Feedback Day”, and the “Fill in the Questionnaire to Win Free Orders” activity is launched. If users report that “social information is too messy” at a certain stage, the community bulletin board settings will be optimized to clearly distinguish between “preferential information”, “parenting knowledge”, “chat area” and other sections to make the user experience more refreshing. This continuous optimization based on feedback makes users feel valued and attentive by the brand.
4. Provide high-value content to meet core needs
Accurately grasp needs and refine user stratification: In-depth analysis of survey data not only focuses on overall preferences (more than 60% of users want to obtain discounts and new product information through the community, and more than 40% prefer graphic and text forms), but also refines the needs of users of different ages and consumption stages. For example, young mothers may pay more attention to fashionable parenting products (such as high-value strollers, trendy mother and baby clothing), while senior mothers may pay more attention to their children’s education methods (such as early education courses, reading habit cultivation). During the active period of 19-21 o’clock, in addition to pushing general preferential graphics and texts, it also sends content through tags: pushing “new fashionable maternal and baby good things unboxing” to young mothers, and “children’s reading habit development strategy” to senior mothers.
Enrich content forms and build multi-dimensional matrices: In addition to graphics and texts, add videos, live broadcasts, audio and other forms. Mother and baby brands can regularly hold “live lectures by parenting experts” to answer parents’ common questions, such as “how to deal with baby’s anxiety about entering kindergarten”; Make a short video of “one-minute complementary food tutorial” and share it in the community; Launched the “Bedtime Story” audio column to meet the needs of parents to coax them to sleep. At the same time, the private domain serves as a bridge to encourage users to feedback content preferences, such as setting up barrage interaction “what content do you want to listen to in the next issue” in the live broadcast, adjusting the topic selection according to the feedback, forming a closed loop of “brand output-user feedback-content optimization”, so that users can continue to obtain value that meets their own needs and retain.
03 Increase the frequency of user consumption
After improving user retention and allowing users to establish interactive habits with brands, how to further stimulate users to spend frequently?
This requires focusing on strategies to increase user consumption frequency. Next, we will start from three aspects: refined operation, label improvement, and combination of products and scenarios, to see how to make precise efforts to promote the increase in user consumption frequency.
1. Refined operation Understanding users is the foundation
To improve the frequency of user consumption, it is necessary to understand the user deeply based on refined operation. Based on the frequency of interaction between users and brands, users can be divided into broad users, potential customers, general users, high-net-worth users, and KOC (key opinion consumers).
Through high-frequency coverage of multiple touchpoints such as communities, circles of friends, 1V1 private chats, and enterprise micro service scenarios, emotional bonds are strengthened. For example, for high-net-worth users, it provides personalized services and exclusive care to meet their deep-seated needs; For a wide range of users and potential customers, focus on brand education and demand guidance, acquire a large number of customers and establish social connections. With the advancement of user growth path, it continues to enrich user portraits to provide support for precise operation, thereby effectively increasing the frequency of consumption.
2. Improve personal labels and behavioral labels
Improving the labeling system is the key to achieving accurate operation. Labels are divided into two categories: manual labels are derived from the operation’s artificial judgment of user behavior, such as orders exceeding a certain amount within a week are marked as “local tyrants”, orders exceeding 3 within a month are marked as “high-frequency consumption”, active participation in activities in the group is marked as “activity sensitive”, and willing to output the concept is defined as “KOC”.
Automatic tool tags are extracted from CRM, form tools, order information, etc., covering membership tags (such as X card, black card), basic tags (gender, age), personality tags (interests, product preferences), and consumer behavior tags (purchase channels, frequency). These tags outline user characteristics in multiple dimensions, help operators accurately grasp user needs and preferences, lay the foundation for subsequent targeted marketing, and effectively stimulate the increase in user consumption frequency.
3. “Product” + “scene” to promote daily sales
The strategy of combining “product” with “scene” can efficiently promote daily sales and increase the frequency of consumption. At the product level, special benefits for star items, new product trial experience, and targeted recommendations for designated single products are set up. In terms of scenarios, it provides users with free shipping or payment to complete the first order after entering the private domain, and one-on-one and secondary contact based on purchase records.
For example, for star single product toner, new drainage users will place an order and deliver it, and sales will continue to increase by 10%; The new shower gel effectively increased the sales of new products through the trial scenario of paying postage. At the same time, the operation needs to be based on the requirements of historical purchase time, single product and regular repurchase cycle of different product phases to ensure that the strategy is in line with user consumption habits and achieve a steady increase in consumption frequency.
04 Increase the amount of consumption
Increasing the amount of consumption is an important part of increasing LTV, and the combined sales model is an effective way. Set sales stimulate more consumer demand from users by cleverly matching products.
From the perspective of type, there is a combination of star traffic models and complementary recommended models, which drive the sales of related products with the help of star product attraction; long-tail content recommendation to tap users’ potential interests and expand consumption; Take advantage of the differences of the goods themselves to meet different user preferences.
In terms of scenes, communities are built according to seasons, life, and scenes, such as autumn and winter nourishment sessions, outdoor sports themes, etc., and the combination model is recommended simultaneously after the event. In terms of requirements, they are classified according to users with the same attributes, such as skin care users with the same skin type, or by activity form. For example, Double Eleven launched a full set of skin care kits (water + essence + lotion + cream), and the unit price of customers increased by 1 times compared with e-commerce; Autumn skin care launched a three-piece set of 259 yuan, outdoor theme combination sunscreen + mosquito repellent + tent, etc., all of which effectively increased the unit price of customers, met the diversified needs of users through set sales, achieved consumption increase, and injected impetus into LTV improvement.
05 Practical case of the maternal and infant industry: dismantling the path of private domain LTV improvement from 0 to 1
Previously, we systematically sorted out the core strategies to improve the LTV of the private domain, from the sticky cultivation of user retention, to the precise stimulation of consumption frequency, and then to the diversified increase of consumption amount, each step contains the logic of refined operation. However, the value of theory must be verified and sublimated in actual combat.
As a “potential track” for private domain operations, the maternal and infant industry has a long user decision-making chain and strong demand scenarios, which makes the LTV improvement strategy more roomy. Next, I will use the actual case of a brand of maternal and infant industry that I have investigated to analyze how to implement these strategies from 0 to 1, transform the abstract methodology into an actionable growth path, and provide practitioners with a real and reusable reference.
01 Users push targeted content in layers to improve user retention
A mother and baby brand has significantly improved user retention through precise user hierarchical operation, and its core is to divide user stages according to the baby’s age and match targeted content and strategies.
For users with babies aged 0 to 12 months, the brand focuses on “conveying brand value and occupying user market share”. Through the popularization of breastfeeding knowledge and the explanation of milk powder nutrition knowledge, supplemented by the live broadcast of grass planting products by maternal and infant experts, we can build a professional and trustworthy image and create a “worth buying” consumer mentality. At this stage, we focus on collecting labels such as baby age and user characteristics to lay the foundation for accurate operation.
When the baby is 12 – 36 months old, the brand turns to “creating anxiety and creating a buying scenario”. Carry out interactions such as activity check-ins, quiz games, and exclusive community benefits, and continue to popularize milk powder nutrition knowledge and plant grass to stimulate users’ immediate consumption and promote the decision of “buy now”.
For users with babies over 36 months old, the brand aims to “convey product advantages and lock in consumption”. With the help of micro-mall newcomer gifts, buying and giving activities, live Amway and other forms, strengthen the cognition of product advantages, cultivate users’ long-term consumption habits, and achieve the mental occupation of “continuous buying”. At the same time, it combines attribute tags such as purchase time, product, and consumption amount to deeply understand user behavior.
Through this layered delivery strategy, the brand accurately reaches the needs of users at different stages, effectively improves user stickiness, and finally achieves a monthly user retention rate of up to 90%, laying a solid foundation for the growth of private domain LTV.
02 Tools and automated labeling system
A mother and baby brand has built a complete labeling system with the help of the “tool + manual” model to accurately drive operational decisions. In terms of label calculation logic, labels are defined in multiple dimensions: status labels are divided according to the time from the due date, such as more than 1 month from the due date, less than 1 month, etc.; The label of the transition segment is defined according to the age of the baby, such as 5 and a half months to 6 and a half months will be transferred to the second stage; The estimated inventory is calculated by the number of cans and time purchased last time, and the inventory is sufficient, about to be replenished, and cleared. Lifecycle labels are filtered to retain old customers at purchase intervals; Communication channel preferences count the frequency and response rate of members in each channel.
These tags are deeply applied to multiple scenarios. In member precision marketing, members are managed according to life cycle tags and exclusive strategies are provided for different stages; In member event marketing, enhance emotional connection with the help of baby birthday care; Increase participation through themed marketing activities and joint marketing activities, such as transition marketing, point expiration reminders, etc.; In terms of communication channels, flexible use of text messages, graphics, shopping guide 1V1, circle of friends, communities, etc. to ensure that information is effectively reached. Through the combination of precise calculation and manual experience, the brand allows the label system to run through the whole marketing link, achieve in-depth understanding and accurate operation of users, effectively improve user participation and consumption conversion, and provide strong support for the growth of private domain LTV.
03 Automated marketing
A mother and baby brand effectively increases the frequency of user purchases through an operation strategy that runs through the consumer life cycle, combined with automated precision marketing. Push targeted care at different time nodes: breastfeeding care is given to the baby at 1 month, postpartum return to work care is paid attention to at 4 months, half a year of care is provided at 6 months, and gross motor development care is carried out at 9 months, which meets the needs of mothers and babies at different stages and enhances user stickiness.
At the same time, set up a whole process of tasks: remind 3 days after the first purchase, care about product usage, and shorten the distance with users; Repurchase reminders guide re-consumption in a timely manner and cultivate consumption habits according to the purchase situation. At the data level, focus on the collection of feeding method labels and identity attribute labels to provide support for precise operation, ensure that care and reminders are in line with the actual situation of users, and improve marketing efficiency. This full-cycle, automated precision operation allows brands to continue to reach user needs, give intimate care and consumption guidance at different stages, effectively promote the increase in purchase frequency, deepen the connection between users and brands, and inject continuous impetus into the growth of private domain LTV.
06 Epilogue
The core of private domain operation lies in accurately grasping the user lifetime value (LTV), which is inseparable from the coordinated improvement of user retention, consumption frequency and consumption amount.
From the perspective of user retention, a maternal and infant brand uses hierarchical operation as the key to push targeted content according to the baby’s age, such as 0-12 months to deliver brand value, 12-36 months to create scenario anxiety, and more than 36 months to lock in product advantages and achieve a monthly retention rate of 90%, confirming that “retention is the cornerstone of LTV growth”.
In terms of consumption frequency, through tools + manual improvement of the label system, automated marketing throughout the consumer life cycle (such as first purchase reminder and repurchase guidance), so that every reach accurately matches the demand, interpreting that “frequency is the engine that activates LTV”. The increase in consumption amount relies on strategies such as package sales to stimulate demand and expand the depth of consumption with scenario-based combinations.
Private domain operation is not a simple traffic aggregation, but a deep understanding and continuous satisfaction of user needs.
Just as the essence of business is to win people’s hearts, the ultimate value of the private domain lies in building a deep connection between users and brands with refined operations, so that every interaction becomes a ladder of value growth, and every consumption becomes a mark of trust accumulation, and finally blooms with lasting commercial light in the long river of user life cycle.
