Generating private traffic for brands, especially those who indulge in eCommerce, is now almost compulsory due to the immense benefits it brings. But while it is one thing for eCommerce brands to drive traffic to their private channels, it becomes another that said traffic is effective and ultimately results in increased conversion.
And this is what big brands like Perfect Diary have perfected to achieve rapid growth within a short period. Hence the question: how can a brand effectively manage its private traffic to achieve growth? In this blog post, we would be answering that vital question and many more.
What Value Does Private Traffic Bring?
Earlier, we touched on the benefits of private traffic. But in the real sense, what makes private traffic so special that many brands are scrambling to develop theirs across channels? And most importantly, what do eCommerce brands stand to gain from utilizing private traffic?
Well, the answer lies in the following:
- Brand Refresh: Private traffic provides brands with the opportunity to craft their desired brand image. By carefully planning and releasing relevant content that adds value to users, brands can perform a brand refresh based on consumer needs and the present market realities. Doing this increases consumer dependency over the long term.
- Reduced Marketing Costs: Increased cost for conventional marketing and even SEO in public domains only makes it more desirable for brands to resort to private traffic. As they provide a cheaper yet more tailored means of reaching out to relevant consumers.
- Improve User Transactions in the Life Cycle: Private traffic leverages content to keep consumers invested in a brand. This mostly sentimental investment encourages a higher frequency of purchases and repurchases.
- Increase User Connection: In the long term, private traffic creates an avenue for brands to anchor on the emotional connection of end-users. Older users can voluntarily bring in new members through the active promotion of products and services.
- Risk-Free: Private traffic reduces reliance on third-party public domain platforms. Thus, brands can be free from uncertainties associated with public domains like regulatory sanctions and changes in search algorithms.
Golden Rules of Effective Private traffic Management
Effective private traffic management is built around a couple of core foundations that, if strictly adhered to, could create sustainable brand growth. These rules include:
- Private domain property: A brand’s ability to operate its domain property, which is the number of users/consumers in their private channels, all of which are crucial to effective private domain management. Besides, its long-term success depends on how well it conveys relevant business information to meet consumers at all channels.
- Single customer value: Being able to offer valuable services to the micro consumer plays a central role in private domain management. Apart from performing conversions in the short term, this user can also provide long-term purchases.
- Customer recommendation rate: Effective private domain management does not just end at consumers at the private channels. Robust private traffic should also encourage older users to recommend products to potential users, which creates a sustainable cycle that promotes growth.
How Do You Effectively Manage Private traffic?
Haven acknowledged the golden rules for effective private traffic management. It is also imperative that brands know what steps to take when trying to manage private traffic. Here are some relevant tips:
- Expanding online category: Brands can effectively manage their private traffic by extending their online offerings and providing consumers with alternative products. They can either adopt a strategy of price competitiveness, uniqueness, or both, depending on consumer demand.
- Assist in managing KOC customers: By exploring multiple channels and providing key opinion consumers with valuable content respected to a brand’s products and services, eCommerce start-ups can effectively manage their private traffic, as they are now in a position where they can build significant user connection, which has a snowballing effect when it comes to conversion.
- Choosing premium products: Every consumer loves premium offerings, especially when it comes to product quality. eCommerce brands can leverage premium product selections to effectively harness and manage their private traffic.
- Improving shopping guides: Establishing clear lines of communication is key to growth, and shopping guides play a critical role here. Developing shopping guides enhances the user experience, driving relevant traffic to a brand’s private channels.
Conclusion
Although driving traffic to private channels is now a focus strategy for many eCommerce brands, it must be carried out effectively to harness better user value and improve the frequency of consumer transactions.
eCommerce developers can develop efficiency and even more emotionally invested consumers if they effectively adhere to the core foundations of private traffic, and their best bet to achieve these benefits is through AllValue.
AllValue is an eCommerce platform that enables brands to administer private traffic through a host of features effectively. From advanced social management systems to robust SEO tools, brands can quickly develop a sustainable online community in no time.
Get started with AllValue for free today with 15-day trial.