Entity owners must do a good job in private domain operations to double their performance

How to achieve this goal by increasing the average order value, repurchase rate and sharing rate? This article will provide some practical operation skills. Whether you are a physical owner or an Internet entrepreneur, this article will provide you with valuable insights and guidance.

01

Building a personal brand IP and creating a private user pool can enhance the lifetime value of customers.

Customer value = average order value (consumption amount) × repurchase rate (number of consumption times) × sharing rate (new customers brought by sharing × payment amount × number of consumption times)

So customer lifetime value has three elements:

1. Average order value

That is to say, let customers climb up the value ladder along the product system you designed. The higher the value, the higher the price, from low price to high price.

And increase the average order value through methods such as discounts, free gifts and combination sales.

2. Repurchase rate

That is to keep users buying, which requires him to build a product system, a product system that can be repurchased and purchased continuously, and to continue to provide value to users, enhance trust, and increase interaction.

3. Sharing rate

That is, users are willing to help you forward to their friends and are willing to introduce and recommend new customers to you.

It is difficult to close a new customer, but it is relatively simple if you can serve existing customers well, continue to provide them with products that exceed their expectations, and then let them refer new customers.

If 100 out of 1,000 customers are willing to introduce 2 customers to you within half a year, then you will have 200 more customers in half a year.

Among the 200 new people, 20 of them may introduce new customers to you within half a year, and the original old customers will continue to introduce them to you, which forms a positive cycle and doubles the number of users.

If you want to operate your private domain well, it is very important to design your WeChat account and create a circle of friends.

First of all, you must design your WeChat nickname, avatar, Moments background, and personal signature.

There is also the operation of the circle of friends. You can't just post in the circle of friends casually.

Rather, you should post on your Moments in the way that you want your customers to feel about who you are.

For example, if you want your clients to feel that you are professional, you should post content on your Moments that will make your clients feel that you are professional.

For example, if you want your customers to feel that you are positive, you should send friends who can reflect positivity.

Before posting to Moments, ask yourself:

What kind of problems is this circle of friends designed to solve?

What is it for the customer to know?

What is it for customers to do?

etc.

Many people’s circles of friends are all the same, or they are all advertisements.

A good circle of friends must have life, work, interaction, learning, thoughts and insights, be positive, and be able to continuously plant seeds in the circle of friends.

Planting grass means continuously letting customers know what products you sell, what problems they can solve, with case studies, customer feedback, etc.

02

If the circle of friends is managed well, the transaction rate can be increased. Why do I say that?

Many people who add you on WeChat will definitely go to see your friends. If your circle of friends is full of advertisements or makes people not want to read on, you cannot build trust.

As for the good friend circles, people are willing to scroll down as soon as they see them.

And through the circle of friends, they know what kind of person you are, what you do, and what products you sell.

And through the content of your circle of friends, they feel that you are a good and reliable person, thus establishing initial trust through the circle of friends.

You must post more often on Moments every day. Posting on Moments is a continuous process of planting seeds and building trust.

Trigger more private domain users through Moments every day and let more private domain users see you.

Although you should post more often on Moments, you should post effective ones rather than ineffective ones.

In other words, when posting on WeChat Moments, you must think from the customer's perspective, and not just post whatever you want.

Another thing is to know the purpose of posting this circle of friends.