When it comes to private domain traffic operations, everyone is no stranger to fast food, nail art, milk tea, cakes, and pizza, anyone can say a few words, but the business everyone mentions seems to be the business of the C-side, and the business of the B-side is rarely mentioned.
Doesn't the B-side need a private domain, the answer is, of course, no. Let's listen to Brother Dali tell you how to do private domain traffic operation in the B-end business.
Features of the 01b side
First of all, let's take a look at the characteristics of the B-side business. The B-end business is characterized by the complexity of its decision-making process, which is the most significant difference from the C-end business. The decision-making process of the B-end business is very long, so long that it can soothe almost all purchase impulses and make all the purchase desires finally calm down.
Compared with the consumption decision on the C-side, which is measured in "seconds", the decision-making on the B-side is measured in "months" or even "years". For example, the decision-making process of buying a mobile phone and a set of switch equipment may only require one month's salary, but for a set of switch equipment, the amount can be as high as millions, or even hundreds of millions. No matter how much you like it, no matter how impulsive you are, it is difficult to make a quick decision when faced with millions to hundreds of millions of investments, even if you grit all your teeth and chew them into powder.
So, in the face of this situation, how should the B-side respond?
In the B-end business field, the key to decision-making lies in business development and sales. Customers are acquired not through impulse purchases by consumers, but through constant communication, influence, and time-consuming negotiations. It's a protracted battle, a battle that takes time and energy.
At this time, we have to think about the relationship between B-end business and private domain traffic.
02 Relationship with private domains
According to the definition of Encyclopedia, the so-called private domain traffic refers to the traffic from the public domain (Internet) and other domains (platforms, channels, partners, etc.) to their own private domains (official websites, customer lists), as well as the traffic generated by the private domain itself (visitors). Private domain traffic is customer data that can be used for marketing activities such as more than two links, reaches, and sales. From the perspective of B-end businessThe private domain is the relationshipIt is a stable and trusting relationship between salespeople and customers. After establishing this relationship, we will continue to sell our products and services to our customers.
03Establish a contact
In the B-side business scenario, it is necessary to start from a front desk and climb all the way up the vine to the top of the CEO. Such key people should be included in our WeChat circle.
In the WeChat notes, we also need to record a series of key information in detail: what kind of occupation they do, their birthday, hobbies, and even the pets they have at home.
In addition, we need to understand whether their relationships with other members of the department are based on trust, neutrality, or competition. Most importantly, we need to have a clear understanding of whether our relationship is cold, warm, or deep.
These people, and that information, will make or break the business, and may even determine the direction of success or failure. In traditional sales terms, this information is referred to as a "battle map", densely packed and colorful. Now, these key information can also be organized and stored in WeChat, so that it can be easily accessed at any time. 04 Circle of friends
In the B-side business scenario, it is crucial to continuously influence the other party. Circle of friends becomes an effective way to achieve this goal.
By posting on your Moments, you can not only remind others of your presence, but also let them know you better. When someone asks what they should post on their Moments, the key is to post the most valuable content. There is a participant's experience to share, which is manifested in the following aspects:
First, share real life. This is a way to eliminate the sense of distance and strangeness, and let people get to know you more really.
Second, share the activities you attended. By showcasing your involvement, others can get a clearer picture of what you're doing and learn more about you.
Third, share unique thinking. By sharing your unique insights and reflections, you can build trust in you and give others a more complete picture of your abilities.
05 Message push
The message push of the B-side business is different from the C-side, and the B-side is more of a one-to-one push, and the content is also more relevant to its own business
For example, when you find a great article, you can choose to share it with your friends. This not only shows your focus on knowledge, but also your taste and spirit of sharing.
For example, when you learn that a customer company has good news, you can congratulate and congratulate the other party through chat in time. This behavior not only shows your good intentions, but also helps to create a closer connection in business. 06 Summary
Different from the C-end business, the B-end private domain operation is simpler, but the cycle is longer, and it requires patience and more professionalism, just like a seed, which can only grow into a towering tree after continuous watering.