At present, more and more brand agencies are deploying and operating private domain traffic. However, in the process of operation, they generally have a problem, that is, they ignore the importance of "user stratification".
For brand agencies, the essence of user stratification is that brand agencies refine the management of user relationships, meet user needs by "labeling" users, and provide the required goods and services for all stages of the user's life cycle, so as to maximize the lifetime value of a single user.
In private domain live streaming, refined "user stratification" is not only the top priority of early operation, but also the key to improving the conversion rate of live broadcast grass planting. Private domain live broadcast can be aimed at all audiences, but if brand organizations plant grass in an "extensive" way, it may not meet the needs of all audiences. Therefore, only by accurately reaching audiences at different levels and giving them the live content or products they want can they have the opportunity to achieve product conversion.
So, how can brand agencies effectively do a good job of private domain user stratification?Today, combined with the practical experience of Nuoyun's whole case planning, I will share with you 3 key points.
First of all, we need to collect all kinds of data from users, including basic information, purchase behavior, interaction behavior, etc.;You can also segment by user interests, behavioral preferences, and channel scenarios to better understand users. Of course, this process can be obtained with the help of third-party operational tools to improve operational efficiency.
Secondly, we can use the RFM model to divide users into ** value users, medium value users and low value users according to the latest consumption (Rencency), consumption frequency (frequency), and consumption amount (Monetary).
Beauty industry institutions can also divide the relationship between users and brands into five categories according to the depth of user relationship, contribution value, transaction efficiency, and communication intention.
The first category: ordinary users, these users have already followed the brand, added customer service, WeChat, or joined the community, etc., and have established a preliminary connection with the brand.
Category 2: Users who have not purchased. Users have a certain degree of activity in the private domain traffic pool of the brand organization, and express a certain interest in the product, but do not produce actual purchase behaviorOr you have a history of purchases, but are silent for the current period.
Category 3: Active Customers. Users who have made purchases in the recent past have a good impression of the brand.
Category 4: Value users. The user becomes a member of the brand and has made multiple purchases in the current cycle.
Category 5: Super Users. They are not only loyal fans of the brand, with a high repurchase rate, but also the spokesperson of the brand, who identify with the value concept of the brand and can create greater value for the brand through word-of-mouth communication.
With the user level, the brand can provide targeted services and benefits, and make the most valuable users have a sense of dignity and identity superiority through "differentiated" services, while encouraging users at other levels to have more user privileges through more and more lasting consumption.
Finally, in the process of private domain live broadcast, brand agencies can also use digital functions to gain insight into the changes in users' needs in a timely manner. Taking the medical cosmetology industry as an example, beauty industry institutions can use the Nuoyun CDM system to allow each salesperson to grasp the behavior trajectory of the live broadcast room of customers under their name more finely, including customer avatar nicknames, products purchased and purchased, products of interest, etc., so that salespeople can accurately gain insight into customer consumption intentions, contact customers directly with one click, communicate with users, grasp business opportunities in a timely manner, and tag them, effectively sort out customer relationships, and finally establish valuable, The user hierarchy system that can be implemented is convenient for follow-up sales.
If a brand agency wants to do a good job in private domain live broadcast operations, the key lies in high-quality content and solutions, as well as suitable tools. If you want to know more about private domain live broadcast operations, please pay attention