In fact, many private domains still don't pay enough attention to "retention", but having a group of loyal customers is the way for enterprises to survive. The question is, how can we have more loyal customers?
Anyone who has studied the private domain knows that there are two models of the private domain:
AARRR and RARRA.
In fact, these two models are not owned by the private domain, but are applied to enhance the "scientificity" of the private domain, after all, there is no theoretical support, and it is not enough to convince people.
The AARRR model, also known as the pirate model, also known as the growth hacking theory model and growth model, is the abbreviation of five words: Acquisition, Activation, Retention, Revenue, and Referral self-propagation, which correspond to the five stages of the user life cycle.
The RARRA model is the abbreviation of user retention, user activation, user referral, business monetization, and user acquisition.
The picture comes from the Internet, such as invasion and deletion
But I'm not going to talk about these two models today, but I'm going to talk about the "retention" mentioned in both models.
Frankly, most of our private domains don't pay attention to retention at all.
The reason for not paying attention to retention is also simple, in the years of Internet development, we have long been ingrained in traffic thinking, the pursuit of traffic and conversion rate, even in the private domain, it is also this kind of thinking and cognition, many people do private domain only to add people, regardless of retaining people, just conversion, regardless of retention.
So it is very common that 100 people are added, and 50 people are sent (deleted) in a group, what else can be done with this private domain?
Although there are a few deals, it is also at the expense of the majority of customers (who are removed). In the private domain, this way of doing business with a very low conversion rate and a hammer of trading, counting the various costs of the private domain, the cost of drainage, the cost of micro enterprises (part of the money), the cost of operation, the cost of tools, the cost of manpower, etc., in the end, most of them lose money, but sadly and angrily many people only find out in the end.
The difference between the private domain and the public domain is that the core of the private domain is the user's lifetime value (LTV), which many people say, but not many people really understand and pay attention to it.
Kevin Kelly has a "1,000 die-hard fan theory" where a person only needs about 1,000 die-hard fans to make a living on the support of those fans.
This is true for individuals, but it is also true for businesses.
Having a group of loyal customers (or super users) is the way to survive a business.
These die-hard fans and loyal customers are the real private domain.
So how can you have more loyal customers (power users)?
If you have a great product (or technology), like Apple, Huawei, DJI, McDonald's, KFC, then you can accumulate your loyal customers with the charm of the product.
If your product (or technology) is average, you have to rely on service, with the ultimate cost performance, with excellent customer experience.
I think for the vast majority of companies, you don't have a product that customers can't refuse, right? So you have to cultivate your loyal customers, and the process of cultivating them is not achieved overnight, the process of cultivation is accompanied by the evolution of the relationship between you and the customer.
The picture comes from the Internet, such as invasion and deletion
And before you can do that, you first have to be able to keep your customers.
The first step of private domain is to retain, not drain.
If you don't have the ability to keep the traffic, frankly you don't have what it takes to do a private domain (which is the basic skill of a private domain).
Even traffic is a burden for you, because when the user adds you, ask this and that, do you reply?
In addition, the retention process is essentially a screening process, and those non-target screening customers are selected (you must actively screen customers for private domains).
What is Retention?
To stay is to stay, not to delete you, and to save is to save customer data.
The charm of private domain is that as long as you can let the customer stay (precipitate) and not delete you, you will always have a chance to make a deal.
As for staying, we have to think: where to keep customers, how to reach and activate them more effectively?
We know that there are many touchpoints in the private domain, and the nature and characteristics of each touchpoint are different:
There is no single place to leave the customer (touchpoint), it can be combined with multiple touchpoints, but the order in which the customer stays is important. You might as well think about it: what is the difference between adding WeChat first and then to the community, and going to the community first and then adding WeChat?
How to stay, the operation can be designed according to their actual business situation, which is also the basic skill of the operation.
After talking about staying, let's talk about saving.
What kind of data is stored?
Data such as tags, orders, points, behaviors, mobile phone numbers, etc.
Operations are built on the basis of data, no data is not operated, and the more refined the operation, the more dependent on the support of data.
This is a bit abstract, but let's look at a practical example (note each data-based description):
A private domain case of catering that we have handled
Through the above data analysis, we have found the corresponding private domain operation strategy:
- Silent members: Spend again within 35 days of the start of the touch.
- New Member: Spend again within 28 days of becoming a new member.
- Old members: Use the rights and interests of points to bring the 5th/6th consumption.
If there is no data support, what else can you do except send a group of brains? (This is also the reason why the vast majority of private domains will only send in groups)
Of course, the application of data is more complex, including data collection, matching, cleaning, analysis, use, etc., which will not be expanded here, and a special topic will be written later (if you are interested, you can discuss it in private messages and note the reason).
The reality is that most of our private domains don't have data capabilities, or even data.
On the one hand, it is because enterprises (or private domain traders) do not have this awareness, and on the other hand, because some objective reasons (such as platform reasons) cannot get these data (when they can't get it, they have to build their own data based on the private domain).
In short, this is the current situation of our private domain.
Final Words:
Retention is not an action, nor is it a data indicator (retention rate), but "retention" and "storage", a series of strategies to keep customers and get customer data.
At a time when the cost of private domain traffic will become higher and higher, regardless of retention, just drainage, then this private domain is a big injustice of "working for others" (for 🐧 employees).
不信走着瞧,嘿嘿。
This article was originally published by @大江吴 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.