Private domain traffic is a life-saving straw for many companies at the moment. If there is no private domain traffic operation, most of the coffee companies that were hit by thunder before would be smashed. Relying on private domain traffic, it is hard to survive in the cracks and survive, which shows the value of private domain traffic.
I talked about the private domain traffic play of many online companies before. This article will not talk about online, but specifically about the private domain traffic play of offline brick-and-mortar stores. Compared with online companies, offline brick-and-mortar stores have a greater impact on private domain traffic. Operations are more urgent.
Last weekend, I was going to eat the nearby Tangshui shop. After I went there, I found that it was closed. I went to the Wugu Yufen next to it. It was being sold. Then I went to my favorite dumpling shop. It has changed its door and has become a foreign trade clothing store. .
It's a pity to see these stores I frequented before, one by one, it's a pity, if they understand the operation of private domain traffic, the result may be different.
The private domain traffic operation of brick-and-mortar stores is similar to that of online stores, and it is also divided into three stages: drainage, promotion and realization.
1. The first step of private domain traffic operation of physical stores: Drainage
It is much simpler for a physical store to attract traffic from private domains than for an online business. As long as you are willing, you can even add everyone who entered the store that day to your social software. Because offline communication is face-to-face, unlike online, if there is no routine, such as adding customer service to receive red envelopes, it is difficult to add to users.
Offline physical stores can take out a specialty food or other gadgets as bait to attract traffic, a Sichuan restaurant and a friend can send a plate of cucumbers, a milk tea shop and a friend can send Uncle Yonghao’s medium cup, etc. The cost of these things is also Just a buck or two.
If it is a high-net-worth user, it is easier to add a friend to a store with a unit price of one or two thousand yuan. You don’t need to send anything. Just say that we have a fan base of high-end tasting users. Would you like to come? The user is absolutely addicted to it.
Everyone may have doubts when you see this. What is the use of adding so many friends to me? If it is useless, I will waste my energy and give away so many things. A dollar or two is also money.
Let's put it this way, I've also come into contact with a lot of catering bosses recently. Everyone complains that it's difficult to drain traffic. One of them is a mutton stew pot. I know they sell mutton online, but the sales are not good.
Just gave him an idea, don't they have offline stores? Add friends to upgrade the package for free, add 500 people first, draw a few hundred people, share the daily purchase of mutton in the group, highlight the freshness, place an order online, and deliver it on the same day.
The boss is also very discerning. When he landed, he only added customers who came by car. The online orders suddenly exploded. The benefits of private domain traffic are much more than we imagined.
2. The second step of private domain traffic operation of brick-and-mortar stores: promotion
The first step of drainage can be done according to the method taught above, but when it comes to the second step, it becomes a watershed. If you do well, it is really good, and if you do badly, it is quite poor. too difficult.
Ask why the user group has not been done, and the answer is that there is no time.
This is true. One of the characteristics of private domain traffic is that it takes a lot of time. You have to keep an eye on the community. If a user asks a question in the group, it is easy to miss information if you swipe the screen if you are not careful. You must know what you missed. Not information, there may be a valid order.
How to solve this problem? My suggestion is to hire someone dedicated to maintaining the user base. what! Going to invest again! That can't be helped, I can't bear that the child can't catch the wolf.
Many brick-and-mortar stores do not focus on private domain traffic. One is that they have no expectations for their output, and the other is that country email list they have made light-hearted attempts, which have not brought positive results.
I want to say, everyone, be careful. Why is Taiji so hot? You'll find out by going undercover in their community for a few days.
How to do the promotion?
Of course, someone needs to drive the atmosphere, a lively little girl is better.
There are at least more than 100 communities that I have joined, and the group atmosphere is relatively good. Most of the administrators are girls. It makes sense when you think about it. If a customer complains a few words in the group, the girl may be gone if she acts coquettishly.
To be active in the group, you must first provide information that users are interested in, such as the user group of Yangzaibao. Now that the weather is cold, you can post some little knowledge about mutton to keep out the cold, and the benefits of eating more mutton. Of course, in addition to your own products, you should also talk about other knowledge, otherwise the advertising will be too strong, which will be counterproductive.
You treat it as a family group, think about how you chat with your parents in the family group, yes, just treat the user as your parents.