一直以来，私域流量都被视为企业和品牌的重要资产。如果能够利用好，将会引发巨大的红利效应。在视频号上，如何唤起私域流量，打通公域和私域也是一个热门的话题。
4月10日，在锌榜举办的微信视频号大会深圳城市论坛上，同道雅集创始人兼COO吴天发表了“视频号，企业私域增长新利器”的演讲。他认为，私域运营的核心是为用户提供价值和有价值的服务。
以下是他的分享实录:
视频号成为企业“新官微”
如何运营好企业的私域流量?这涵盖了三个层面，一个是内容，第二个是服务，第三个是工具。
这三点，在微信生态内都有对应。在内容上，传统的图文内容通过公众号的发布，新的视频内容通过视频号发布;在服务上，企业微信可以承载;而小程序是一个电商工具。
已经上市的完美日记、泡泡玛特，在他们的招股书都提到了自己的私域用户数量，这是现在市场很看重的一个数据。
大家都明白，做私域是为了变现，但是纯粹为了变现而变现，是没有意义的。当你做的服务能够提供价值，接着做变现才是顺其自然的。
最近，视频号已经和企业微信打通了。在此之前，视频号也已经是打通私域(微信群、朋友圈、好友)与公域(公众号、广告、小程序)的利器。
从产品特征上，视频号有三个特点，这也是与抖音、快手运营上不同的三点。
大家在抖音快手点赞应该很随意，但视频号上可能不太敢点赞，这是视频号真实社交的特点。在算法上，视频号内容推荐分别是关注、朋友、推荐，默认打开页是朋友默认喜欢。
同时，公众号与视频号也打通了。这个角度释放出来一个更重要的信号，视频号在接下来10年内会成为一个新的入口。
2009年我们提到“官微”，是官方微博。再后来，包含微信公众号，它们都是企业的重要宣传窗口，在投放广告的时候会加上公众号二维码。
接下来，视频号很有可能成为对外传播的窗口，广告页面上加上视频号的二维码，用户直接扫进来看短视频。
企业微信，串联线上线下
在座的自媒体创业者或许对企业微信比较陌生，企业微信串起来的是企业和客户。但对外服务，企业微信是唯一的选择。个人微信无法把客户的资源沉淀在企业，只有企业微信才可以打通。
在视频号上，大家都很关心变现方式。电商、广告、知识付费、IP打造都是变现的方式，对企业来说，更重要的是私域转化、门店O2O。
跟大家分享一个案例，如何通过视频号将线上下串联起来。
家具品牌索菲亚在春节期间做了一场视频号直播，直播预热、抽奖、红包这些玩法都实施了。其中有很关键的一步，是在直播间通过二维码的方式把用户导向企业微信，在企业微信里面发红包。
这是当下企业做直播的很常见的一种玩法。在这个过程中，串通了两个很高效的工具:视频号和企业微信。
而且，这场直播也打通了线下和线上。
在线下门店，每一个导购员工都可以通过给二维码的方式引导用户入直播群，因为企业微信可以追踪用户的路径，我们知道这个用户是从哪个导购过来的。
而线上部分，我们通过红包裂变方式引导用户进入到直播间，在直播间里面引导他购买低价产品、或者到门店去消费，这就是非常典型的线下线上的互动方式。最后走，这场直播的热度也非常高。
私域运营，才是长久之计
现在做视频号直播有两种方法，一种是用手机开播，第二种是推流。但是目前推流的端口基本都关掉了，很难申请通过。有一个可选方案就是在PC端微信发起视频号直播，可以实现推流。
企业布局视频号，我的建议是做矩阵。除了做一个品牌号还不够，应该搭建达人号的矩阵。
在家装界还有一个品牌尚品宅配。他们有自己的一个非常典型的品牌主号，此外也布局了很多装修达人的小号。
在去年的疫情影响之后，相信已经没有人会怀疑线上化运营。但具体如何做好线上运营，这里有三个关键步骤。
企业新流量池搭建的第一步，定好商业模式。到底做电商、做品牌还是做会员服务。第二步，搭建矩阵。一个是私域流量，主要靠微信生态沉淀;一个是公域流量，抖音、快手、淘宝、京东等等全平台铺开，还有商域流量马，主要靠投放广告。
第三步，团队建设。我们知道去哪里，知道做什么，关键还得要有人来做。战略规划要由上往下，分阶段建设要小步快跑。
最后分享一句话:“购买公域流量，能解一时之渴;运营私域用户，才是长久之计”。公域流量无可厚非，但是不是将品牌持久经营下去的良方。利用好视频号和企业微信，做好私域流量池，才是真正的方法论。
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