"Micro-business micro-housekeeper is committed to helping businesses do a good job in customer service and growth based on corporate WeChat, updating dry goods sharing every Monday to Friday, and not paying attention to getting lost." I. Industry Background Private domain operation has become one of the core tasks for most enterprises to gradually improve and tap value. Many small partners who have been exposed to this business will have a distress, that is, learning, disassembling, watching many successful cases in other industries, and analyzing many underlying principles. For example, making a small white and high-priced employment course product may not be the core purpose in the flow pool, because how can people who have not yet entered the industry bring more accurate customers? How can a person who is only responsible for community operation/private domain operation operate private domain content, or feedback questions to help the channel optimize user quality and cooperate with sales transformation without in-depth understanding of product characteristics and user group portraits? There will be many corresponding problems, and most small and medium-sized companies do not have a well-equipped team to operate systematically, and they need to make good use of existing resources to operate. At the same time, vocational education courses are generally high in customer unit price, high in user decision-making, high in cost, and difficult to pay in a short time. Therefore, it is more necessary to continue to plant grass through private operations and finally incubate the transaction. Second, the positioning of product users in the private domain and the accuracy of the flow pool drainage directly determine the conversion rate of each link, so the person in charge of the private domain should know how to refine the selling points of products and be familiar with the portraits of users, not only to assist the front-end channel optimization, but also to cooperate with the sales transformation, and at the same time to take into account the back-end delivery, which is a position that the whole chain must contact. Take the IT course as an example: a JAVA full-stack development course, the main selling point is "learning JAVA, helping to program Xiaobai to achieve high employment and learn to recommend employment", and the average price of the guest list is 8000- 10000, so the corresponding target group should be found, so before that, it is necessary to analyze the user portrait in more detail. Through market research and user research, we can draw the following portraits of the people who match the course products at present: ● Age: 20-28 years old ● Population division: college students, new to the workplace 1-5 years old ● Target user description: At present, we are considering changing careers, entering the industry or upgrading our personal extra skills, interested in learning JAVA programming, eager to learn, confused about work, and may hesitate, hoping to be able to do so. After completing this step, we have a clear portrait of the user group, which can be used to refresh the front-end channel with this portrait and product positioning. Three. User Journey and Transformation Path Construction After all the channels at the current end are built, we should start to design user journey and transformation path construction ● User Journey: The core is to design different contacts in terms of experience, participation and harvest from the user's point of view, such as the arrangement of entering the traffic pool within 7 days (open class, training camp, etc.). ) and contact within 30 days, so that users can have a more three-dimensional understanding of products, companies and industries. ● Transformation path: Based on the user's journey, design reasonable planting and transformation nodes, and try not to be abrupt or tough to let users conduct a transaction transformation. The core reason for designing so many contacts is to let users "flow" according to the set journey. Different sites and contents have a clearer understanding of product content, industry direction and career planning, which will have a more three-dimensional effect. The deeper the user arrives, the higher the viscosity and conversion probability. The pre-sales link has the following roles and responsibilities: ● Sales (course consultant): career planning, course introduction, screening intention, customer clearance ● Operation service number: community operation, brand image, content planting, intention output, continuous diversion to traffic pool ● Service number: private domain official website, user training, layered diversion, fission pull new ●IP number (lecturer): professional content output. Drainage ●IP video number, subscription number: traffic pool planting grass to strengthen trust. The functions of sales and groups are described separately below: 1. Sales personal number ≠ Private domain core operation link Different enterprises have different sales positioning. Some companies can only sell a single product, while others can sell the whole company's products at the same time, which is performance-oriented. Based on the latter, the following situations usually occur when sales contact with customers: ●● Frequent mass communication, mostly homogeneous information (promotion, open classes, etc. ), it is likely to lead to the loss of users. Some users can be active in other scenes (groups, activities, friends circle, etc. ), but never reply by private letter; ● Due to performance orientation, most of them have no patience to continuously tap the potential needs of customers; ● Sales styles vary from person to person, and it is not easy to unify management. Therefore, we usually do not focus on sales, but give some basic account operation standards, such as the number of published friends, the number of groups (cores) and other indicators. 2. Why do you want to do group operations? In fact, the effect of WeChat group is much worse than before, whether it is arrival rate or conversion rate, but why should we be a community? The main reasons are as follows: ● As the standard of quantitative flow pool, the group is more like a reservoir, which can clearly see the real flow after de-duplication and facilitate data statistics. ● Transit station for private domain operation: There are often many roles in the community, such as community administrators and Daniel lecturers. One of the core purposes is to allocate a large amount of community traffic to these accounts for the next operation. ● Planting incubator: official WeChat account, video number and other sedimentation tanks for planting grass. After designing the above transformation path, we can finally interact with users at high frequency and get feedback and output immediately, which is still based on the community and friends circle. So we need to start designing the content matrix. What kind of content can make users continue to pay attention to community information, while not excluding it and minimizing losses? IV. Traffic Pool Operation: Content Marketing and Activity Transformation 1. After designing the transformation path and key links, content marketing will formally enter the content marketing stage. According to the user's portrait, the pain points and needs of users at this stage are as follows: 1. I want to experience JAVA for the first time, master the basic content and see if it suits me. 2. I want to learn/choose a career by learning JAVA. Embark on the fast lane of the workplace. 3. Solve some other puzzles (such as whether you can learn the basics of English 0, whether you have time to study while working, etc.). ) and then for the above content. Start designing and outputting the content of planting grass: 1. Industry prospects: industry hotspots, employment prospects, etc. 2. Enhance trust: successful cases of students changing careers, students' academic praise, employment report 3. Desire mobilization: high-paying job information, high-paying students experience sharing 4. Dry goods sharing: As long as the content provided is helpful and valuable to users, users will continue to pay attention. After determining the content of planting grass, we began to design the content delivery schedule, and provided a thinking framework for everyone at the end of the article. However, in addition to community scheduling, it is also necessary to design a circle of friends to operate and schedule, and try not to let go of any opportunity to contact users. At the same time, the group operator should embody a living person, not a robot that sends things. Therefore, according to the daily behavior of customers, design the corresponding circle of friends to send time, and build an operator's IP. As the closest role to customers, the above two points are one of the most important links in user training! How to count whether to retain customers? How to judge activity? Does the customer not talk much in the group mean that the operation effect is not good? 2. Active traffic pool = activity participation rate When it comes to being active, it is certain that many people think of community innovation, activity and retention for the first time. Community discussion under topics related to product courses can incubate some interested customers. However, the active drainage groups usually have the following problems: ● The quality of users is uneven, which is easy to be rhymed by group members, leading to unclear group positioning and user loss ● The management cost is high, usually there are many drainage groups, and community operations cannot take care of management. The group is just a contact in the private domain, and users may continue to pay attention to other links such as video number, subscription number and circle of friends, so it is difficult to measure the user activity rate with a single contact. How to measure the activity participation rate? Conduct open marketing courses for drainage groups that maintain grass planting operations, and publicity actions such as group announcements, mass distribution and circle of friends are only aimed at users of these groups. For example, the total number of people in the group is 1000, and the actual class number is 232, so the activity participation rate is 23.2%, which means that 23.2% people in the community are active in this activity, which not only exceeds the original way, but can even directly transform marketing activities. The operation of small and medium-sized enterprises is mostly multi-tasking, especially project-based operation. This method can not only save people's efficiency, but also have room for continuous iteration. If there are enough people, it is necessary to refine the operation of each link. 3. Activity transformation summarizes the above contents, and the framework, content and data indicators of the basic private domain have all been explained, so the next step is how to carry out rhythmic gifts. Because the customer list of programming course products is basically around 10,000 yuan, it is difficult to make money directly through activities, and the final link is still to be sold to 1V 1. Therefore, the core of private domain activities is how to incubate and screen out high-intention customers and hand them over to the final customer acquisition link after the sales are completed. Usually, the private domain will adopt the following methods: ● Training camp: low-stock training camp, using 3-5 courses and services, so that students can experience the course content, feel the value-added service, sense of progress, sense of acquisition and group atmosphere, and constantly learn from it ● Marketing class: constantly use the on-site marketing class to amplify the value of the course products, show successful cases, and finally use the course promotion activities. The best effect is to follow up the transaction that night ● Research form: conduct research in the community every day, and understand the user's needs while obtaining user feedback, so as to screen out the intended customers ● Promotion activities: carry out promotion activities with the help of solar terms, and screen high-intention customers through spikes, flashes, and group fights. , and reach a deal ● Daily output: friends circle operation, community grass planting and other ways continue to generate intentional customers, and then we can arrange activities in this form every month to achieve operational flow and facilitate later iterations. Finally, share a community to build a thinking framework, first think clearly about what you want to do, and then implement it accurately.