“Private traffic” is the buzzword in China’s digital marketing sector, but do you know what is private traffic and public traffic?
In this video, our marketing coach, Karen will introduce you to private traffic in China.
◆ Karen Ho
WeChat Marketing Coach
WeChat official account creation, content management, WeChat ads solution, etc.
Karen is a skillful Digital Marketing Specialist, expertise in Google Ads, Facebook & Instagram Ads and YouTube Ads for industries i.e. Banking, Tourism, Property, E-commerce and Health service.
Experience in managing and setup client’s multi-channel digital campaigns on different platforms, create insights based on the performance.
Public traffic is open to everyone, such as offline traffic, BAT（Baidu, Alibaba, Tencent）traffic, like WeChat, Taobao, Baidu, Douyin/TikTok, Weibo, etc., and platforms that are relatively in silos but also have plenty of traffic, such as Zhihu, Xiaohongshu, and so on. Private Traffic, it is a controllable traffic pool based on the “public traffic” platform, for example, the traffic to a brand’s website, brand apps, and brand social accounts on WeChat and on Weibo. “Private traffic” in China is mainly applied in the context of e-commerce.
Private traffic is mainly for the management of user relationships. According to the level of the relationship, it can be divided into 4 levels, we will talk from the lowest to the highest level: fans > groups > friends > CRM. Fans-type “private traffic” is where information received is one-way, relying on operators to continue output of content to maintain retention, and the conversion effect will be better if the content matches the interest of fans. This is also the operating logic of the WeChat public account (Mainly WeChat Subscription Account)
The next level of “Private traffic”, are WeChat and QQ groups, who do not necessarily know each other but come together on common hobbies and interests. This community-type private traffic has a higher degree of trust compared to ordinary fans as the information received is multi-directional. Also, the continuous engagement and interaction within the community such as group activities, group discussions, group live broadcasts, etc. will improve conversion.
Higher-level than community will be friends type private traffic, here we are talking about WeChat friends. It has the highest degree of trust and the best conversion effect because friends communicate directly and frequently, and trust is the key element. As long as solid operations and regular product recommendations are maintained, there will be good monetization benefits.
Then, the highest level comes to CRM. Official website, independent App, WeChat service account, mini-programs, individual shops, individual accounts and community operating tools, etc. are captured by a CRM system to record browsing behavior of users, registrations, login, the setting of appointments, usage, payments, etc. A management system automatically labels each of these actions, and comprehensive personalized marketing is generated. It is the best conversion tool in this era of “traffic anxiety”.
Today you’ve learned about private traffic and the four levels of it.
In our next lesson, we will talk about how to make use of this ‘ private traffic’. So, remember to follow and subscribe to us to view our latest video!
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