In this article, we will introduce how to efficiently close customers in the private domain through conversion-based content and establish a complete private domain system. At the same time, some tips for creating conversion-oriented content will also be shared to help businesses better attract and convert potential customers.
It's very difficult to do business this year, even those old rivers and lakes who have been crawling for many years are a little unbearable.
The product hasn't changed, the team is working hard, why can't things be sold?
After talking to many bosses, I found that one of the big reasons is that the original sales channel is ineffective.
"In the past, telemarketing could find a few customers, but now there are almost none. ”
"No matter how many prizes and benefits are prepared, there are still not a few people invited to offline activities. ”
"Participating in the exhibition, all the old customers came, and there were few new customers. ”
"More and more money is being invested in online stores, but fewer customers are coming. ”
……
As a result, many bosses were "forced" to find new channels.
Not surprisingly, the vast majority of them are eyeing the "public domain", that is, platforms such as Douyin and Xiaohongshu.
As everyone knows, the development of the "commons" is a "hellish difficulty" battle.
First of all, you must have the ability to make popular content, and secondly, you must have the ability to follow the algorithm iteration and continue to make popular content.
Again, you have to have the ability to "make money". After all, personnel salaries, shooting equipment, tools and software, and traffic delivery ...... None of them are fuel-efficient lamps.
What's even more difficult is that there is no end to this battle.
Only by constantly making more fun, novel, and useful content can you get the recommendation of the algorithm and get traffic.
And the day you stop, that's when the traffic dries up.
Even so, I believe that there are still many bosses who are willing to go to the public domain. Because they have no choice.
So, if you can really get tens of thousands, hundreds of thousands of users through the public domain, this is only the first step for your ultimate goal - selling products to customers.
On top of that, you have to nurture your customers to trust you and understand your products, and you have to guide the closing of the deal so that they can finally complete the order and payment.
How much time and how much cost are you willing to pay for these two things?
Many bosses take it for granted that if someone pays attention, someone will naturally come to buy the product. But the reality is that without cultivation and transformation, "deals" can only be utopian.
I once helped a consulting company operate a private domain, and through a year of operation, we have gained new attention from the 1W+ WeChat public account, as well as 4000+ accurate customer leads.
But guess what, after half a year, how many deals are there in the end?
The answer is, almost zero.
The addition of "almost" is because the private domain has received more than 200,000 yuan in revenue, but none of our customers have purchased our core products, that is, consulting products worth more than 200,000 yuan.
Although these customers are bosses, top leaders, and HRD levels, and although they recognize every article and live broadcast of our products, as long as it comes to consulting products, there are always very few responses.
The reason for this lies in the lack of cultivation and transformation.
You may wonder, why not hand over these customer leads to sales?
The reason is simple, no sales are willing to follow.
They would rather spend a whole day with a customer who is interested in buying than invest 1 hour on these leads.
It can be seen that in the public domain, having customers does not mean that there is a deal.
In summary, although the public domain is very close to the customer, at the same time, it is far from the "transaction". This seems to be a shortcut, but in fact it is a long way.
So, back to the question at the beginning of the article, when the original channel fails, how do we develop online channels?
My answer is: first the private domain, then the public domain, first the content, then the operation. More specifically, start with "conversion content."
1. Do a good job of converting content and get orders right away
Customers are actually right there with you. They may be in your WeChat friends, in your company's WeChat official account, or in one of the communities you join......
And what we want to do is to sell them through the right conversion content.
Especially for high-priced, 2B products, this is extremely cost-effective.
Instead of letting 1,000 people just see you, it's better to influence 1 person in depth.
2. Do a good job of converting content to improve your private domain system more quickly
Good converting content can help you convince customers to buy your product, and because you provide unique insights, users will want to retweet your content, which will lead to more new users.
In other words, good conversion content has the function of "drainage + cultivation + closing customers".
Therefore, even if you only do conversion-oriented content, your private domain can still run.
"Carpet bombard" your private domain with converting content. And when you can efficiently transact customers in the private domain, and then go back to the public domain, you can no longer pursue quantity, but quality. At that time, your opponent and you are no longer in the same dimension.
Seeing this, there may be bosses who will say that our copywriting, operation or sales are already doing this.
It's not to discourage you, but IMHO, what your team is doing might just be called "selling materials", or advertising.
Send them out, and your customers will most likely choose to ignore them, disgust them, or even delete them.
And when I talk about conversion content, customers will be attracted to you, planted grass, and until the transaction is closed.
To do this, your conversion content:
- You need a topic that the customer is interested in and related to your product, so that they are willing to click on your article or video and take some time to listen to you and convince them.
- You need a unique concept, or a reason to buy, that sets your product apart from your competitors. The more unique the concept and the greater the distinction, the more convincing it is.
- He needs an accurate product introduction to write down the benefits that this product can bring to customers after buying it.
For example, I once wrote an article for an entrepreneur training product worth 89,800 yuan: The difference between Xibei and Haidilao lies in these two words.
After this article was issued, it received more than 80,000 reads and 35 intended registration information, all of whom were at the chairman, boss, and top level.
You can evaluate whether the members of your team can write such content.
This is not only a matter of style and effort, but also requires a deep understanding of products, business, and customers.
Finally, I would like to say that in the face of the approach of public domain algorithms, the importance of self-built private domains is becoming more and more urgent. Without its own private domain, the lifeblood of the enterprise will always be in the hands of the platform.
This article was originally published by @蟹蟹老板Blog on Everyone is a Product Manager. Reproduction without permission is prohibited.
The title image is from Unsplash and is licensed under CC0.
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.