Characteristics of enterprises suitable for private domain operation In the last article, I mentioned that education is the most suitable for private domain operation in all industries, because there is a key point in establishing private domain operation relationship between enterprises and customers: supervised learning. Then there are many non-educational enterprises that have doubts. What industry is private domain operation suitable for? In fact, most industries are suitable for private domain operation. The so-called private domain is based on customer consumption cycle and relationship management. Products and services suitable for private domain operation generally have these characteristics: relatively long billing cycle, rich peripheral services and rich topics. For example, the maternal and child market, from pregnancy preparation, pregnancy, postpartum and child care, is an industry with strong cycle span, lack of general professional knowledge and many derivative products, which is very suitable for long-term relationship maintenance. There are also home improvement platforms, financial industry, beauty platform, online education platform, B2B service industry, financial industry and so on, which naturally have such characteristics, diverse products and many topics. In addition, offline retailers such as KTV, fruit shops and bakeries. , you can establish user relationships, and then promote appropriate products or services based on offline efficient drainage. Private domain+public domain selection strategy Enterprises of different scales will have certain differences in their marketing strategy selection of public domain+private domain. Today, let's take a look at the structure of private domain traffic, and provide ideas for the operation adjustment of corporate private domain. For large enterprises, or enterprises with more marketing budgets, marketing is generally based on public domain promotion, and private domain is the supplement of public domain. Because it is difficult to retain customers in the public domain, every touch needs to be paid for promotion, so it is necessary to continuously calculate ROI, but now the traffic is uncontrollable, and the amount of traffic depends on the accuracy of delivery and the way of promotion. Most users exist on the platform. Without the platform, enterprises cannot obtain users' information, quantity and behavior habits. For the public domain, it is more dependent on scale to achieve user growth. After reaching users, consider retaining customers who pay for promotion, realize the fission of repurchase and recommendation, and realize the growth of profit space. No matter what industry, whenever there is a wave of dividend traffic in the public domain, we should seize it as much as possible and expand the fan base. At the same time, we should pay attention to the output of private domain content, so as to retain customers, obtain more user's asset information, and provide the possibility for refined private domain operation. As can be seen in the public domain, users will be screened out layer by layer with the transformation funnel of display-click-consultation-payment-repurchase. However, in view of the fact that the incremental era of the market is gone forever, it is the era of market stock. When this traffic is getting more and more expensive, we need to use private domain traffic to finely manage users, improve the experience of customers who have bought or potential customers, so as to achieve the result of enhancing brand effect, let customers identify with products and actively share and introduce them, and let private domain traffic change from purchase to introduction. Of course, different platforms need to adopt different operation strategies because of their different characteristics. Tik Tok, a platform for young people to gather, has a very typical strong media nature and a very weak community attribute. Tik Tok is based on algorithms and then recommends users, so you will immerse yourself in the video recommended by Tik Tok and pay attention to it. Tik Tok's platform only provides group chats for users who care about each other, and this platform really has its own e-commerce system, so you have to get some information or users' information to guide users' attention, and you can only guide consumers to pay attention to the store by receiving goods and sending promotional materials or pages of stores and goods to consumers, or return them to fans, followed by A Auto Quick and A Auto Quick, which have very strong community characteristics and the community nature is very clear. The attribute of socialization is that people of the same type are more likely to get together. There are three ways for users to communicate more quickly in Aauto, and they can interact through discovery, attention and the same city. Tik Tok is based on algorithm, while Aauto regards recommendation as a focus more quickly. Therefore, Aauto Quicker has great social attributes in it. The group chat function in Aauto Quicker is similar to that in QQ, and it will not limit the relationship between your users and you. Moreover, the live broadcast entry in Aauto Quicker is in the first line under the attention label, and the contact between the user and the anchor is very convenient. Aauto Quicker's own private domain construction has reached a strategic cooperation with SaaS enterprise products, so it is better in user retention. Little red book, a paradise for women. I feel more like a blogger or a scribbler. Through it to do all kinds of raiders, through graphics or videos, his whole lifestyle is well marked, and then an integrated word of mouth can be generated, which can attract people of the same type, and a way of word of mouth communication is obvious. Therefore, for Xiaohongshu, it is the key to better build your own brand number and get through the whole transaction link in Xiaohongshu. Finally, Weibo. In fact, its more attribute lies in a so-called square platform. Everyone gets together, and then at this time, he suddenly makes a broadcast, and then everyone will watch the content on your broadcast. This is called hot search. First of all, we have paid attention to the information and content of the whole square platform. For the whole privatization of Weibo, we can find Weibo and your news client, your e-commerce, etc. I will deal with you through the advertisements in Weibo, and you can touch the brand assets to make corresponding precipitation. Finally, you can achieve the second touch of your links in Ali platform through some links in Weibo. Weibo's more private domain is realized through the main carrier of Weibo and other functional terminals. Its business model needs to be settled, and more people are needed to help you introduce and endorse the whole brand. Because talents have their own flow, we will find that Weibo is also the true meaning of a star, so it is very effective for Weibo to endorse and introduce some high-budget brands. All walks of life keep the paid traffic in the public domain in their own private domain as much as possible, constantly share fission, and provide a variety of products at the same time, which is the core of private domain operation.