The public domain and the private domain are symbiotic relationships. When discussing one party separately, we always unconsciously think about the relationship and linkage with the other party.
Many enterprises will focus on the two. For example, they will focus on public domain sales and continue to expand the production ratio. They do not need to consider the private domain. After all, the private domain has a slow capacity and focuses on human operation; Of course, there are also private domain transactions that focus on private domain traffic. The front end makes private domain transactions of high customer orders by means of launching, matrix, buying fans or distributing commission.
At present, more and more enterprises are walking on two legs, public domain+private domain, and attacking from all regions. Especially in the 2024 business trend of private domain to all regions, to achieve the double harvest of "scale" and "compound interest" of traffic, we should consider the operating capacity of open public domain and long-term private domain.
1、 From simple interest to compound interest, from flow to reserve
The public domain attaches importance to the ability to obtain customers, controls the cost of obtaining customers for a single time, and the ROI of a single launch is more than 1, which is simple interest;
The private domain values the ability to undertake transformation, trust retention, repurchase rate and user life cycle LTV, which are compound interests.
Public domain operations measure ROI, private domain operations consider LTV, and global operations control the overall situation, looking at ROI+LTV, that is, Total ROI.
But it is not that the role of public domain or private domain is more important, but that they complement each other to form the joint force of flow scale and compound interest,
However, the private domain can provide support and profit value under long-term operation, which is why it is said that "the end of flow is the private domain". From flow to reserve, the private domain plays a cornerstone role in global operation.
The value of global operation lies in the effective precipitation of public traffic, expanding from the ROI of one-time traffic transactions to sustainable private user operations, focusing on user LTV, and then considering the overall total ROI.
Take the private domain of talented anchors that have been traded as an example. The traffic of talented anchors is huge, especially in the public domain. In fact, it is relatively simple. And during the traffic bonus period, most anchors will not choose to be private domains. Because the private domain is very tiring, and compared with the public domain, the size is not large enough.
However, with the increasing traffic cost of the public domain, many anchors have begun to consider running their own private domains. In particular, small and medium-sized anchors are the first to try, but they do not know about the private domain, so they will choose to outsource private domain traffic to private domain traffic companies to operate, and then obtain their own sales commission.
For top star talent, such as Xiao Yangge, Simba, Jia Nailiang, making friends, even in the public domain live broadcast, they all plan their private domain business through different ways of intervention.
For example, Xinxuan Group in Simba has arranged private community+small programs to facilitate the return of live stream traffic to its various talents. It is a live stream transit station; For example, Jia Nailiang and a friend are not only used to support live streaming traffic, but also used the private domain as a small app membership center to open up order points at all ends, so that users of all channels can strengthen their consumption stickiness.
In combination with its own supply chain advantages, Brother Xiao Yang has effectively opened up private domain users and built the whole business closed loop of community group buying online through WeChat mall+distribution market+group buying+new retail. From the perspective of product selection, they are all verified products, and they are all products brought by the live broadcast room. The cost performance ratio is very high, forming an integrated operation of live broadcast+retail+shopping mall.
The public domain can help you expand, and the payment cost of launching is always cheaper in the present than in the future, but in the long run, the infinite trend of ROI is equal to or less than 1;
The private domain can help you for a long time, because the life cycle and value generation of users in the private domain depend on your operation mode, not from the platform algorithm.
So how to do it specifically?
I think it is necessary to steadily improve the content flow, payment flow and private domain flow in the public and private domains:
2、 Classification characteristics and methods of public and private domain traffic
From the value level, we understand that the public domain and the private domain are simple and compound interests, and the relationship between traffic and reserve. So how to link the public domain and the private domain, and give play to the value?
First, the types of traffic are divided into three categories: business domain payment flow, public domain content flow, and private domain operation flow
Among them, "business domain - payment stream" and "public domain - content stream" are essentially public domain scenario traffic, except that payment stream obtains users and transformation through payment delivery, while content stream attracts users and obtains natural traffic through public domain content.
1. Public domain - content stream, content is king, algorithm is limited
Public domain - content stream, as its name implies, relies on high-quality content. In the platform, users can vote for your content layer by layer by relying on users' likes, collections, comments and forwarding, so as to achieve the platform scoring algorithm and give you more traffic exposure.
For content platforms such as Little Red Book, which belong to equal traffic rights, your notes are put into a primary traffic pool for exposure. Whether you can enter the next traffic pool depends largely on your note rating, and high-quality content can obtain greater traffic exposure opportunities and interaction opportunities.
The content stream, in essence, runs through the payment stream and the operation stream. Content is still the most important medium in the public domain operation and even the global operation, but the same content competition is fierce, so the stability of the pure content natural stream is easy to show a peak.
Therefore, the matrix account and the content horse racing mechanism will be used to increase the output probability of the popular content, thus increasing the volume of the content to gain customers.
When the content horse racing runs out of high-quality popular content, one of the reasons for continuing to use the content account matrix is that the content is marginal and cannot be amplified through the business domain payment stream. The other way may also control the launch cost, but in either case, platform orientation will allow you to launch later. Except that your content purpose and operation action are not commercial, content flow restriction Account blocking and other issues.
2. Business domain - payment stream, four-dimensional thinking, scientific operation
Simply relying on public domain content to gain customers has risks in terms of stability, platform compliance, etc., but the business domain payment flow is essentially a calculation problem of scientific operation. If the run through ROI is greater than the business goal, it can continue to increase investment and form a more stable business domain payment flow.
What are the main factors that affect the way of payment flow in the business domain?
Four dimensions: materials, tools, models and data
1) Material decides life and death
The core variables of paid delivery are materials and models. The importance of content materials is self-evident. Similarly, taking Xiaohongshu as an example, if the natural content stream does not detect the notes of the blockbuster, the paid traffic in the business domain will also be wasted.
Grinding and screening high-quality launch materials is the core first link of the business domain payment stream. Your materials are not only notes and pictures, but also details such as keyword layout, comment interaction, etc.
2) Tools should be selected correctly
Taking Xiaohongshu as an example, the launch of Xiaohongshu is divided into two tool platforms: potato chips and spotlight, but the positioning of the two tool platforms will certainly be different. Potato chips are an entry-level tool for content heating, while spotlight is an amplifier for natural flow content.
For example, French fries are suitable for the initial stage of account number. In order to increase the attention of fans, first use French fries with a minimum threshold of 75 yuan to heat notes to detect the number of fans after notes are heated. If the cost of a single powder is less than 1 yuan, it can be heated continuously, and if it is more than 1 yuan, it will be abandoned.
Focus can set your launch vocabulary and launch plan by launching "information flow" or "search" to obtain accurate customer information.
3) The release model needs iteration
Why is the business domain payment flow a calculation problem of scientific operation? Because the delivery techniques and rules are traceable, and the accuracy of the delivery model can be improved through continuous data review and optimization.
For example, in terms of the focus launch strategy of Little Red Book, in terms of the launch plan building model, we can communicate the basic price of the platform from low to high, test according to the basic price, and raise the price slightly each time until you reach your target expectations.
4) Follow up data key indicators
Data tracking and data re checking, and then continuous optimization plan is the core of the launch. For example, the launch core indicators of Little Red Book Spotlight: click rate, cost efficiency of each link, judge the entire funnel data, display data, click data, access data, consultation data to the deal.
In addition, different types and stages focus on different indicators. In the note test period, the focus is on click related indicators: CPC and CTR, while in the product details page test period, the focus is on the visit rate and purchase conversion rate of the business details page.
Therefore, from the four dimensions of materials, tools, models and indicators, we can find the law of stable business flow through data testing and practice.
3. Private domain - operation flow, planting grass all over the world, and blooming in private domain
1. Operation logic: plant grass all over the country and blossom in private
If the public domain is compared to an explosive source of traffic, it is just like a series of colorful fireworks, which are short, smooth and effective;
Then the private domain is like our back garden. Under intensive cultivation, flowers will continue to bloom, and only through continuous hard work can we see the flowers and fruits.
Private domain users' backgarden "APP/applet+community+friends 1v1", a network of scattered and one-stage operations, implements refined operation in three aspects of content, products and users, and improves the content quality and user value LTV of private domain "backgarden".
2. Indicator of concern: attach importance to LTV of private domain long-term value
The public domain (content stream+payment stream) focuses on the current ROI output, while the private domain operation stream focuses more on the LTV operation of the user's life cycle:
First of all, what is a private domain LTV? It can be fully solved with three formulas:
① User net worth=user life cycle value (LTV) – user acquisition cost (CAC)
② Total user LTV=user base x unit price per capita x average purchase times per user
③ Single user LTV=average user life cycle (LT) x average customer order per user (ARPU)
The core output value that determines the private domain operation flow should focus on the average single user LTV disassembly. Through formula disassembly+key operation factors, the operation strategy framework based on LTV is sorted out.
Centering on the two key objectives of "increasing consumption frequency" and "improving retention", we can design corresponding operational actions:
1) Private consumption frequency raising
It is to compound the long-term value of private domain users, rather than a single user arbitrage; The implementation can only be carried out through the necessary operational processes of user identification, label layering and formulation of frequency raising strategy.
The essence of consumption frequency raising is the cultivation and accumulation of strong user relationships. Therefore, differentiated operation strategies should be made for users with different life cycles and relationship depths to deepen the relationship between users and brands, so as to improve the user ARPU value.
2) User retention improvement
In the improvement of retention, especially the retention cycle of new users, Although user retention should focus on the retention of new and old users at different stages, we can give priority to the growth of new user retention
From the figure, especially during the excitement period of new private domain users,
① The retention curve is in a period of oscillation, with a large slope and a fast rate of user churn, which represents the highest possibility of user churn at this stage;
② Users have been diverting to private domain for a short time, and are in the excitement period of private domain. They are more interested in private domain and products. Therefore, we should make good use of this time to cultivate user habits.
Therefore, in this stage, doing a good job of content+habit+reputation is an important operational prerequisite for the pick up list. Losing trust and interest is difficult to recover users.
3、 Content stream+payment stream+private domain stream, three streams coexist
In the world of traffic operation, payment flow, natural flow and private flow are three core elements.
Payment flow refers to external flow obtained through advertising, channel cooperation, etc; Natural flow is the natural flow attracted by content, brand and other factors; The user flow is the flow brought by the existing user reputation and recommendation.
Different industry characteristics have different traffic strategies. With limited resources, use the three stream symbiosis model to make traffic planning, and then find the corresponding landing strategy. See the following figure for details.
The pay stream pursues short-term explosiveness, which can bring a large number of new users to the platform in a short time. However, long-term over dependence on payment flow may lead to rising costs and declining user quality. Therefore, the key is to reasonably plan the payment flow and combine other strategies.
Natural flow is characterized by stability and low cost. By continuously producing high-quality content and improving brand influence, we can gradually accumulate stable natural flow. However, the growth of natural flow takes time, and we should not rush to success.
The private domain flow comes from the trust purchase of users after the sustainable and refined operation. Providing high-quality products or services, increasing user stickiness and encouraging users to share are effective ways to improve user flow. At the same time, we should pay attention to maintaining the relationship between old users and fully tap their potential value.
In actual operation, it is necessary to formulate appropriate strategies based on product characteristics, target markets and other factors, and find a suitable traffic operation mechanism to meet the current output value and long-term value so that the three types of traffic can promote each other.
