Do you understand the dual tactics of "breaking the circle" and "solidifying the circle&

　　Now that the traffic dividend has peaked, the private domain has moved from the stage of "grabbing people" to the stage of "deepening users". In other words, it is no longer the one who grabs faster who wins, but the one who operates deeply and keeps longer, who will laugh at the end.

　　In the operation of private domain, there are two keywords that cannot be avoided: breaking the circle and consolidating the circle. One is to expand the territory and attract new users; the other is to stabilize the position and operate old users. These two actions seem a bit contradictory, but in fact it is a "two-way rush" game - find the right balance point, and the private domain can be played.

　　1. Breaking the circle: open the circle and find more people who "may like you"

　　After operating the private domain for a long time, you will find that the activity and conversion rate of the original users have reached a certain bottleneck, and it is difficult to grow significantly. At this time, it is necessary to "break the circle" - break through the original circle to find a new user group.

　　How to break it?

　　Cross-border linkage

　　For example, fitness brands jointly organize activities with healthy food, light meals, and sports wear private domains. The target users overlap, but each has its own highlights. Live broadcasting, group buying, and joint content output can all achieve traffic mutual guidance, and the effect is usually good.

　　Content innovation + multi-platform distribution

　　Good content is a "weapon" to break the circle. Combine the hot topics and interest trends that users pay attention to to create interesting, valuable, and resonant content; then use platforms such as Xiaohongshu, Zhihu, and Douyin to accurately deliver and improve the efficiency of reaching.

　　Data-driven circle penetration

　　Tools like Yetu Rabbit open up fan communication and interaction.

　　Second, solid circle: keep core users and manage a group of people well

　　It is easy to attract people, but it is hard to make them stay and continue to pay. This is the meaning of "solid circle" - to operate existing users into iron fans.

　　There are two key actions:

　　User refined operation

　　Use big data technology to divide users into different types, such as high-value users, potential users, and dormant users, and then provide exclusive services according to the characteristics of each group of people. For example, high-value users can enjoy customized services and priority trials, while potential users can be awakened by activities and stimulated by content. Dormant users can be automatically recalled, such as by pushing coupons or special reminders.

　　Operate an active community atmosphere

　　Don't let the community become a pile of advertisements. A good private domain community should be a combination of content + emotion. You can organize some interactive activities such as user sharing, knowledge lectures, and limited-time experiences to connect users. Once there is emotional stickiness, users will naturally be more willing to stay, consume, and even help you attract people.

　　Three, breaking the circle + solidifying the circle: dynamic collaboration, cyclical growth

　　In fact, "breaking the circle" brings about user increments, while "solidifying the circle" determines user retention and value conversion. These two cannot be neglected, but must be promoted simultaneously.

　　New users brought by breaking the circle need to be slowly precipitated and converted through solidifying means; and stable old users can provide trust endorsement and real word-of-mouth for your future breaking the circle, forming a positive cycle.

　　Among them, operation tools like Xiaoetong are very important. It can help you achieve unified management of user data and layered operation, and can also connect content, marketing, community and other modules, so as to truly achieve "breaking the circle with strength and consolidating the circle with intention".

　　The essence of private domain traffic operation is not "attracting people quickly, well and economically", but "cultivating people with deep cultivation and careful work". Only by treating breaking the circle as an expander and consolidating the circle as a reservoir, combined with refined operation and data tools, can your private domain truly become a continuous "growth engine".

　　This is not a tactical upgrade, but an evolution of business thinking.