#头条创作挑战赛#
The public domain and the private domain are symbiotic, and when discussing one side alone, we always unconsciously think about the relationship and linkage with the other.
There are many companies that will focus on the two, such as heavy public domain sales, and the ratio of running through production will continue to expand, and there is no need to consider the private domain, after all, the private domain is slow to start and heavy manpower operation;
Especially under the business trend of private domain to global domain in 2024, in order to achieve a double harvest of traffic "scale" and "compound interest", it is necessary to consider the operating capabilities of the bright line public domain and the long-term private domain.
01. From simple interest to compound interest, from flow to retention
The public domain attaches great importance to customer acquisition ability, the control of the cost of single customer acquisition, and the ROI of a single investment >1, which is simple profit;
The private domain values the ability to undertake conversion, trust retention, repurchase rate and user life cycle LTV, which is compound interest.
Public domain operation measures ROI, private domain operation considers LTV, and global operation controls the overall situation, looking at ROI + LTV, that is, total ROI.
However, it does not mean that the role of the public domain or the private domain is more important, but complements each other to form a joint force of traffic scale and compound interest.
However, the private domain can play a role in long-term operation and profit value, which is why it is said that "the end point of traffic is the private domain", from traffic to retention, the private domain plays a cornerstone role in the global operation.
The value of global operation lies in the effective accumulation of public domain traffic, from only focusing on the ROI of one-time traffic trading, to sustainable private domain user operation, focusing on user LTV, and then considering the overall total ROI.
Taking the private domain of the influencer anchor as an example, the traffic of the influencer anchor is massive, especially in the public domain, which is actually relatively simple. And during the traffic bonus period, most anchors will not choose to do private domains. Because doing a private domain is very tiring, and compared with the public domain, the volume is not large enough.
However, as the traffic cost of the public domain is getting higher and higher, many anchors have also begun to consider operating their own private domains. Especially small and medium-sized anchors, they are the first to try, but they don't know much about private domains, so they will choose to outsource private domain traffic to private domain traffic companies to operate, and then get sales commissions themselves.
For top celebrities, such as Brother Xiao Yang, Simba, Jia Nailiang, Make a Friend, even if they are so strong in the public domain live broadcast, they all lay out their private domain business through different interventions.
For example, Simba's Xinxuan Group has laid out a private domain community + mini program to promote the return of the live broadcast traffic of its various talents, and is a live broadcast traffic transfer station;
Brother Xiao Yang combined his own supply chain advantages and effectively opened up private domain users through micro mall + distribution market + group buying + new retail online, and built the entire business closed loop of community group buying. From the perspective of product selection, they are all verified products, and they are all products brought by the live broadcast room, and the cost performance is very high, forming an integrated operation of live broadcast + retail + mall.
The public domain can help you grow bigger, and the cost of delivery will always be cheaper now than in the future, but in the long run, the ROI will be less than 1;
Private domains can help you stay long, because the life cycle and value generation of users in private domains depends on how you operate, not on platform algorithms.
So how do you do that?
In my opinion, it is necessary to do a good job in the content flow, paid flow, and private domain flow in the public and private domains:
02. Characteristics and methods of public and private domain traffic classification
From the value layer, we understand that the relationship between the public domain and the private domain is simple interest and compound interest, and between traffic and retention, so how to link the public domain and the private domain and give full play to the value?
First of all, the types of traffic are divided into three categories: commercial domain-paid flow, public domain-content flow, and private domain-operation flow
Among them, "commercial domain-paid stream" and "public domain-content stream" are essentially public domain scenario traffic, but the paid stream obtains users and converts through paid delivery, and the content stream attracts users and obtains organic traffic through public domain content.
Public domain - content stream, content is king, algorithm is limited
Public domain-content stream, as the name suggests, relies on high-quality content, relying on the user's praise and comments in the platform, voting for your content layer by layer, reaching the platform scoring algorithm, and giving you more traffic exposure.
For content platforms such as Xiaohongshu, which belong to traffic equality, the notes you produce are put into a primary traffic pool for exposure, and whether you can enter the next traffic pool depends largely on your note score, and high-quality content will get greater traffic exposure and interaction opportunities.
Content flow is still the most important medium in public domain operation and even global operation, but the content competition is also fierce, so the stability of pure content natural flow is easy to show a peak.
Therefore, there will be the use of matrix accounts and content horse racing mechanisms to increase the probability of producing popular content, thereby increasing the volume amplification of content customer acquisition.
When the content race runs out of high-quality popular content, one of the reasons for continuing to choose the content account matrix is because the content is rubbing the edge, and it cannot be amplified through the commercial domain paid stream, and the other may also control the delivery cost, but no matter which one, the platform orientation will allow you to launch in the future, unless your content purpose and operation actions are not commercial, otherwise there will inevitably be problems such as content restriction and account banning.
Business domain - paid flow, four-dimensional thinking, scientific operation
Relying solely on public domain content to acquire customers is risky in terms of stability, platform compliance, etc., but the commercial domain-paid flow is essentially a scientific operation calculation problem, and the ROI is greater than the business goal, so it can continue to invest in amplification and form a more stable commercial domain payment flow.
So what are the important factors that affect the playing style of commercial domain payment flow?
Four dimensions: material, tool, model, data
1) Material Death
The core variables of paid advertising are materials and models, and the importance of content materials is self-evident.
Polishing and screening high-quality advertising materials is the core first link of the paid flow of the business domain, and your materials are not only the title and picture of the note, but also the details such as keyword layout and comment interaction.
2) Choose the right tool
Also taking Xiaohongshu as an example, Xiaohongshu is divided into two tool platforms: French fries and spotlight, but there will definitely be differences in the positioning of the two tool platforms.
For example, French fries are suitable for the account in the early stage of the account, in order to increase the number of followers, first through the minimum threshold of 75 yuan of French fries heating notes, to detect the number of fans brought by the heating of notes, if the cost of a single powder is less than 1 yuan, it can be continuously heated, and if it is greater than that, it will be abandoned.
Spotlight can set your advertising vocabulary and advertising plan by placing "information flow" or "search" to obtain accurate customer information.
3) The delivery model should be iterative
The reason why the commercial domain payment flow is said to be a calculation problem of scientific operation is because the delivery skills and rules are traceable, and the accuracy of the delivery model can be improved through continuous review and optimization of data.
For example, in Xiaohongshu's spotlight advertising strategy, in terms of building a model for the delivery plan, you can communicate the base price of the platform from low to high, test according to the base price, and raise the price slightly each time until you reach your target expected value.
4) Keep an eye on key data indicators
Data tracking and data review, and then continuous optimization plan are the core of advertising, such as the core indicators of Xiaohongshu Spotlight: click-through rate, cost efficiency of each link, judging the entire funnel data, displaying data, clicking data, accessing data, consulting data to transactions.
Moreover, the indicators that different types and stages focus on are different, the note test period focuses on click-related indicators: CPC and CTR, while the product detail page test period focuses on: the visit rate of the business detail page and the purchase conversion rate.
Therefore, after the set of paid flow in the business domain, the four dimensions of materials, tools, models, and indicators can be found through data testing and practical operation.
Private domain - operation flow, planting grass in the whole domain, and flowering in the private domain
1. Operation logic: planting grass in the whole domain and flowering in the private domain
If the public domain is compared to an explosive traffic source again and again, it is like a gorgeous fireworks, short and fast, with good results, and you can eat with money;
Then the private domain is like our back garden, which continues to bloom under intensive cultivation, and can only see the blossoming and bearing fruit by continuing to operate carefully.
The "APP/Mini Program + Community + Friends 1v1" in the back garden of private domain users combines scattered and one-stage operations into a network, implements refined operations in three aspects: content, products, and users, and improves the content quality and user value LTV of the private domain "back garden".
2. Pay attention to indicators: pay attention to the long-term value LTV of the private domain
The public domain (content flow + paid stream) focuses on the current ROI output, while the private domain operation flow focuses more on the LTV operation of the user life cycle:
First of all, what exactly is private domain LTV?
(1) User Net Asset Value = User Lifetime Value (LTV) - User Acquisition Cost (CAC)
(2) Total user LTV = user base x average order value per user x average number of purchases per user
(3) Single-user LTV = Average User Lifetime (LT) x Average Customer Per User (ARPU)
To determine the core output value of the private domain operation flow, we must focus on the average single-user LTV disassembly, and sort out the operation strategy framework based on LTV through formula dismantling + key operating factors.
Focusing on two key goals, "consumption frequency improvement" and "retention improvement", we can design corresponding operational actions:
1) Increase the frequency of private domain consumption
It is a compound interest on the long-term value of private domain users, rather than a one-time user arbitrage, which can only be implemented through the necessary operational processes of user identification, tag stratification, and frequency enhancement strategy.
The essence of consumption frequency improvement is the result of the cultivation and accumulation of strong user relationships, so differentiated operation strategies should be made for users with different life cycles and relationship depths, so as to deepen the relationship between users and brands, so as to improve user ARPU value.
2) User retention improvement
Although user retention should focus on the retention of new and old users at different stages, we can give priority to focusing on the retention growth of new users
From the figure, especially during the excitement period of new private domain users,
(1) The retention curve is in the oscillation period, with a large slope and a fast rate of user churn, which represents the highest probability of user churn at this stage.
(2) The user diversion to the private domain is short, in the excitement period of the private domain, and has a greater interest in the private domain and products, so it is necessary to make good use of this time to cultivate user Xi.
Therefore, in this stage, doing a good job of content + Xi + word of mouth is an important operational premise of the bill of lading, and it is difficult to win back users if they lose trust and interest.
03. Content flow + paid flow + private domain flow, three-stream symbiosis
In the world of traffic operation, paid, natural, and private domain flows are the three core elements.
Paid flow refers to the external traffic obtained through advertising and channel cooperation, organic flow refers to the organic traffic attracted by content, brand and other factors, and user flow refers to the traffic brought by existing user word-of-mouth, recommendations, etc.
Different industry characteristics have different traffic plays, in limited resources, use the three-stream symbiosis model to do traffic planning, and then find the corresponding landing play, you can refer to the following figure for details.
Paid streams pursue short-term explosive power, which can bring a large number of new users to the platform in a short period of time. However, long-term over-reliance on paid streams can lead to higher costs and lower user quality. Therefore, it is key to plan the payment flow properly and combine it with other strategies.
Natural flow is stable and low-cost. By continuously producing high-quality content and enhancing brand influence, you can gradually accumulate stable organic traffic. But the growth of natural flow takes time, and it should not be rushed.
The private domain flow comes from the trust purchase of users after 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, it is necessary to pay attention to maintaining the relationship between old users and fully tap their potential value.
In actual operation, it is necessary to formulate an appropriate strategy according to the product characteristics, target market and other factors, and find a suitable traffic operation mechanism to meet the current output value and long-term value to promote each other.