What is private traffic?

Fortune teller has encountered some troublesome things recently , This time, , Let's go and see how he solved it .

Fortune tellers have been setting up stalls on the overpass for some days . This overpass is a newly built overpass , There are not too many people around , In addition, there are many people climbing over the fence on the road below , But fortunately, the fence climbing gang are all young guys , Not your main target customers , Older people are still steadfast to cross the overpass , On the one hand, it also helps you do user screening .

notes ： It is important to choose a platform that matches your business model , The platform's own filtering function , You can filter out many inaccurate customers . If the fortune teller set up a stall in the pedestrian street , The effect may not be so good .

Fortune teller's divination stall , Although business is not prosperous , But maintaining a basic life is not a problem , When there are many people , You can often save some private money .

But recently, I did encounter some relatively angry things , First of all, his business is good , I don't know where some fortune tellers came from to rob business on the overpass , Let's not talk about dispersing the passenger flow , And the trouble is , This makes the urban management also focus on , Every once in a while, I came to copy the stall .

and , This summer , There are few people outside in hot weather , Another windy and rainy , The average number of days of selling in a month is only 15-20 Less than days , This is different from what I thought , Every year, 300 It really doesn't coincide with working days .

The fortune teller analyzed it carefully ：

1、 The daily flow of people on the overpass is so small , But because there are more fortune tellers , So there are relatively fewer customers ;

2、 Because the urban management often comes to copy the stall , So disguised , The usage fee of the platform is becoming more and more expensive （ Unspeakable reasons ）;

3、 The weather factor , It also reduces your attendance days , This objectively puts forward higher requirements for the average daily sales of attendance ;

4、 Regular customers came and found that they didn't come out today , In the long run, it will affect brand trust .

What shall I do? ？ The fortune teller nodded big .

01 Public domain traffic traps

The operator said ： Fortune teller has encountered the most classic problem in the Internet industry ： Public domain traffic traps .

Public domain traffic , Generally refers to the traffic diverted from the platform , If you are in the Internet industry , These flows may generally refer to ： Tmall 、 JD.COM 、 Website navigation 、 Big V recommend 、 Application market 、 Microblogging 、 Trill etc. .

The public domain traffic has three most obvious characteristics , This is a topic that no one around the operators can escape ：

1. There will be some platform dividends at the initial stage of the platform , The traffic cost is relatively low

The platform is in its infancy , We need to absorb high-quality resources （ Whether it is the service provider , Or the customer ）, therefore , There are usually a lot of market activities , To attract everyone to join , This may include a subsidy policy 、 Free policy 、 Rebate policy, etc .

Classic examples in recent years include ：

1、 All kinds of takeout businesses ： Crazy stall and subsidy businesses in the early stage , The cost for merchants to obtain orders is almost 0;

2、 All kinds of taxi drivers and customers ： Is to hit you with money ,20 It's only a few yuan to take a taxi for more than a kilometer ;

2. With the maturity of the platform , The cost of traffic will be higher and higher

gradual , When a platform accumulates enough service providers , Because the customer base is naturally Limited , So all businesses can only compete through small profits , To get orders , The cost of traffic is getting higher and higher in disguise .

And the other is , Due to the energy and discrimination of users , Unable to cope with this kind of screening and filtering , The platform will launch a Taobao screening mechanism . The most classic examples are those of various platforms ： optimization 、 Boutique channel 、 Panic buying 、 Juhuasuan 、 Special car 、 Homepage topics, etc .

And these screening mechanisms , The final threshold is to take real gold and silver to enter .

3. Eventually, the platform will become a channel （ channel ） Collect tolls

But when the platform starts to mature , Diurnal activity 、 Monthly life has reached a certain stage , At this time, other indicators may be required , A typical example is GMV（ sales ）、 Profit, etc , And then , The following things happened ：

1、 Delivery platform ： Request about 20% The button point of , The profits of businesses have been infinitely reduced ;

2、 taxi-hailing apps ： Users found that the price of a taxi was about the same as that of a taxi , And also be slaughtered by AI ;

3、 There are many examples that will not be listed one by one .

What shall I do? ？ The fortune teller is confused , So I consulted Liu Erdan, who is engaged in the Internet industry next door （ Xiao Liu above , He is officially named here ）, Erdan said ： Then you're asking the right person , Now , I recommend you to engage in private domain traffic .

02 Private traffic

1. What is private traffic ？

The fortune teller sounded a little confused ： Two Dan , Are you sure I'm so old , I can understand your professional term ？

Actually , Uncle , Let me put it this way , You set up a stall on the overpass , Those customers who come and go , Public domain traffic , The overpass is the platform for you to get customers , When one day , If the overpass is demolished , You see you have no clients ？

What is private traffic ？ That is, you add customers to wechat Group , Then send a notice on wechat group for everything , You can at any time 、 At any frequency 、 Reach your user base directly .

It's been a long time , Isn't it just to build a wechat group to chat with everyone ？ Is that to build a wechat Group , I won't have to go out in the future , Direct fortune telling on the Internet ？

Of course not , Although the private domain traffic belongs to you , But you can't avoid some users leaving the group halfway , So you need to keep going , On platforms like overpasses , Continue to put this public domain traffic , Import into your private domain traffic , Expand your traffic pool .

In a word! , Engage in private domain traffic , It's simple , But many details are troublesome , Let's talk about it later .

2. What are the benefits of private domain traffic ？

Since there is still a stall , What else do I do with private traffic ？ A job that can be finished in one trip , Now do it twice , Don't you waste time ？ The fortune teller is obviously not very satisfied with this answer .

You see , Uncle , There are several advantages. I'll tell you one by one .

（1） Reduce traffic cost

You see , You stand on the overpass , You have to pay a protection fee to a functional department every month ？ And the most important thing is , Theoretically, this overpass can carry countless divination stalls , So on average, you have many customers .

And in your group , Only you are the only fortune teller who can advertise , This kind of monopoly business is always easier to do than on the overpass ？

（2） Prevent the loss of regular customers

secondly , If you do business on the overpass , Customers see your home 20, Other people's home 19, That may be lost . Because the customer is in “ Joint assessment status ”, This is a kind of shelf competition , He may always compare you with other fortune tellers .

But in your private domain traffic pool , There is no such contrast , This greatly reduces the probability of losing regular customers .

such as ： When you watch the selling video in Tiktok , As long as I think the function is good , You usually place an order directly . But if you search in Baidu ：“ Unmanned aerial vehicle (uav) ” When , You may look at the price 、 Battery capacity 、 Delivery speed 、 Many comparative data such as praise rate , Businesses are depressed at this time .

（3） Help build the brand

If you feel unwell one day , Don't want to go out , Just go directly to wechat Group @ All the people , Send a message to tell you that you are not here today , You see, everyone won't go there in vain , From this point alone , You can reduce unnecessary “ Customers hate ”.

And the closed wechat Group , Make other brands naturally blocked , You can write more articles by yourself .

3. What is the carrier of private traffic

You see , We talked so much for a long time , But in the end, we still have to land . Although private traffic sounds great , But in fact, it really needs to land , Basically, you can't escape a carrier . in other words , Private domain traffic must have a basin , You can store these flows .

What are the usual carriers now ？ List one by one .

（1） Applet /APP：

For example, I often think “ To go out of search ” Brands , It is a typical representative of this , With the help of Taobao 、 Tmall's platform will become bigger N Squirrels , I also want to ask for the flow control of the platform , So I found a way , Through in the box 、 Offline activities 、 Offline stores and other channels , Try every means to let users download their own brand APP、 Buy things in small programs .

（2） WeChat /QQ Group ：

This usage is more , But usually, we try to add users' wechat , Then build a group , Connect similar users , Form a stable relationship chain , Lock users in the group through the relationship chain , Then through the natural exclusivity of the Group , Realize the monopoly position of our products in the Group .

（3） official account ：

For example, many authors hope to use traffic sites （ Be similar to Open source byte etc. ） Reprint , Guide readers to pay attention to their official account , And become your own loyal fans .

（4） Knowledge like planet ：

Knowledge planet is a complicated game , Here's a list , But no specific explanation , Those who are interested can find it by themselves .

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