Pure Insights! How to Drive Traffic in Private Domain Operations: 9 Methods Collection!

Returning from the recent Beauty Expo, I have deep impressions. At least two-thirds of the brands asked: "How to drive traffic in private domain operations?" It seems that irrespective of the times, traffic remains a focal point for brands. Simultaneously, Webpower also discovered that many brands misunderstood traffic generation in private domain operations. They believe that simply having a certain set of tools or a specific method will yield immediate results. Webpower believes that driving traffic is not a single action but an integrated commercial operation. It not only requires the execution capability of operators but also tests their operational prowess. It involves the use of tools, content marketing, different platform mechanisms, and more… Today, let's systematically summarize how to drive traffic in private domain operations.

Public domain promotion and traffic acquisition

01 E-commerce platform

Represented by centralized e-commerce platforms such as Taobao, JD.com, and Vipshop

Let's first talk about methods that require spending money. You can actively invest in advertisements on the homepage, product search lists, and browsing related recommendations to acquire advertising traffic. For methods that don't require spending money, we can enhance the weight of search keywords to obtain organic search traffic, create differentiated product images, and generate creative copywriting.

Taking Taobao as an example, giving a product a high-weighted title to improve user search rate is a basic operation. If you have the budget, you can invest in in-site direct traffic (like Taobao's P4P), Weitao, and live streaming. You can even invest in external Taobao affiliates to get better exposure for the brand on other platforms.

After acquiring traffic, first guide them to a relatively private traffic pool on the platform, such as a Taobao group. Once the traffic reaches a certain volume and the operation establishes a sense of trust among users, you can further guide the platform's traffic to even more private traffic pools.

02 Content aggregation platforms

Represented by Tencent News, Toutiao, and NetEase News

We can place ads in popular recommendations, pop-ups, and other formats to acquire click traffic. At the same time, we should produce widely appealing and highly engaging content that aligns with the platform's tone. 

Taking Toutiao as an example, data shows that over 65% of its audience are aged between 18-35, with a slightly higher proportion of male users compared to female users. Reading rates for entertainment, fashion, and gaming content are higher than for other types of content.

Therefore, to acquire private domain traffic through Toutiao, we can create slightly more youth-oriented content. Additionally, based on the platform's recommendation mechanism, we can make the titles a bit more "clickbait." Including high-weight and professionally relevant keywords in the content can also enhance search ranking.

03 Community platforms

Represented by Baidu Tieba, Weibo, Zhihu, and Xiaohongshu. Compared to content aggregation platforms, community platforms place a higher emphasis on content quality. Therefore, when acquiring private domain traffic, having strong content is fundamental. Additionally, understanding the platform's operational rules and gameplay is also crucial.

For Weibo, effectively using trending searches, highly-followed topics, and super topics while continuously producing engaging and high-quality content, combined with Weibo promotions, can help acquire traffic. 

As for Zhihu, personal accounts are more likely to gain traffic compared to institutional accounts. However, institutional accounts, once verified, have a certain level of authority, which is particularly important for companies providing professional services. Therefore, in terms of strategy, you can establish an operational matrix of verified institutional accounts and personal accounts.

Additionally, answering high-traffic questions is more likely to gain traffic. Therefore, you can make good use of recommended questions, trending lists, and answer invitations. By providing high-quality answers based on topic freshness, popularity, and tag relevance, and combining this with Zhihu+ promotions, you can greatly increase content exposure and improve traffic acquisition efficiency.

04 Video content platforms

Represented by Tencent Video, iQIYI, and Douyin

You can place web ads, pre-roll, mid-roll, and post-roll ads to acquire click traffic from advertisements. 

Let's focus on Douyin. Why is it important to concentrate on Douyin for private domain operations? Because Douyin's daily active users have already reached 400 million, making it a booming social platform following QQ, WeChat, and Sina Weibo. Compared to other video platforms like Kuaishou, Douyin's algorithm for centralized information streams allows popular videos to receive multiple rounds of recommendations.

Douyin itself is an ecological closed loop, integrating marketing, social, and e-commerce attributes. The video feature is for content marketing; DOU+ and Ocean Engine are for traffic promotion; fan groups are for private domain operations; live streaming is for direct monetization of traffic; and the product showcase and Douyin shop are for e-commerce monetization.

Understanding the various functional modules of the Douyin ecosystem, we realize that good content is fundamentally crucial for effective private domain operations. Personal users can use DOU+ and enterprise users can use Ocean Engine for promotion. The traffic can then be channeled into fan groups for ongoing engagement. Finally, through live streaming and the Douyin shop, traffic can be monetized.

 Perfect Diary is a prime example of successful public domain traffic acquisition. By leveraging multiple channels on public domain platforms like Xiaohongshu and Douyin, they rapidly increased brand awareness and expanded their private domain traffic base in just a few years. As a result, by the first three quarters of 2020, they achieved a user base of 23.5 million and an operating income of 2.611 billion yuan.

05 Search platforms

Represented by Baidu Search, Google Search, and 360 Search

You can acquire advertising traffic on search platforms through SEO and SEM. For example, with Baidu, you can cover users with a large number of keywords and use bid ranking based on your budget. At the same time, optimizing for long-tail keywords can help you acquire low-cost traffic, thereby reducing the overall customer acquisition cost.

Existing customer traffic diversion

06 WeChat ecosystem traffic diversion

On WeChat, you can use Guangdiantong (Tencent Ads) for traffic diversion within the Tencent ecosystem. Traffic can also be diverted through public account pushes and menu bars, as well as homepage banners on mini-programs. Additionally, using community-based viral marketing can help leverage existing users to bring in new ones. By employing content-driven, task-driven, or distribution-driven viral campaigns, you can rapidly attract and acquire new customers.

For management convenience, third-party tools can be used to add followers, reducing the workload associated with manually adding followers. However, it's important to remember that these tools are merely an aid for management and do not guarantee a worry-free process for gaining followers.

07 Package inserts for traffic diversion

This is a traffic diversion method that has been widely used for years and is still relevant today. Package inserts are not only cost-effective but also deliver excellent results. Statistics show that the follower addition rate through package inserts can reach 24%-34%, and the cost per unit of traffic is generally kept under 3 yuan.

However, package inserts are not just about indiscriminately distributing small cards; there are specific techniques involved in choosing the layout and interaction format. Take Dailyblack (每日黑巧) as an example. Initially, they simply mimicked others’ package inserts. Over time, based on feedback from their campaigns, they continuously adjusted the layout and interaction format. They eventually discovered that while the cost per lead for a scratch-off format was slightly higher than for a raffle format, the users gained through scratch-offs were more engaged once they joined the group.

08 Diverting offline store traffic to online channels

For diverting offline store traffic to online channels, many brands opt to directly encourage users to order via an app or a mini-program. However, this approach has some drawbacks, as it can increase the difficulty for users to place orders online. Therefore, providing certain incentives can help balance this out. For example, Luckin Coffee offers substantial discount coupons for orders placed through their app or mini-program.

Some brands worry that offering incentives will attract a lot of freebie hunters. However, we believe that through subsequent user segmentation and management, this issue can be balanced out. For example, by analyzing the activity and purchasing behavior of the earliest users to join, we can generate user tags and profiles. High-quality users can then be further segmented into more specific groups, naturally filtering out lower-quality users.

Of course, targeting users as precisely as possible from the outset can indeed reduce traffic diversion costs. This involves two key aspects: having detailed user profiles for precise marketing and reasonably estimating the cost of the incentives.

09 AI outbound calling + SMS

Voice outbound calling is also a common method for traffic diversion. Previously, this task was always handled by human customer service agents. However, with advancements in intelligent technology, AI can now completely replace human agents for voice outbound calls. AI outbound calling is not the crude and mechanical tool that many imagine; today's technology allows it to match human-like intonation, voice quality, response speed, and content.

Next is the strategy for AI outbound calling. Generally, this involves continuously fine-tuning the optimal calling times and determining the best moments to call after a user makes a purchase. Additionally, it's crucial to analyze call outcomes to avoid high-complaint accounts.

At the same time, integrating **SMS reminders after successful AI outbound calls can achieve a follower addition rate of 25% at a cost of less than 2 yuan.** By combining the above traffic diversion methods for private domain operations according to your own needs, you can form a matrix that ensures multiple channels of traffic sources.

Additionally, it is evident that regardless of the traffic diversion method, achieving good results requires spending a portion of your budget. As the old saying goes: **"There is no such thing as free traffic. Whether it's private domain or public domain, if it seems free, you're definitely paying the cost elsewhere."**

However, this doesn't mean that we can't reduce the budget. Continuously exploring suitable traffic diversion strategies based on the brand's specific circumstances is what we should focus on.

In conclusion: 

Times change, environments change, but the need for merchants to attract and acquire customers remains constant. The combination of strategies and tools is essential to achieve better traffic diversion results.

For more details on private domain operations, please continue to follow Webpower. You can also call 400-876-1598 for a one-on-one consultation with a dedicated operations expert!

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