4000字详解，美业品牌如何打造高转化私域的6个步骤

<!DOCTYPE html> <html lang="zh-Hans"> <head> <meta charset="UTF-8"> <meta name="viewport" content="initial-scale=1.0,user-scalable=no,minimal-ui"> <title>4000字详解，美业品牌如何打造高转化私域的6个步骤 | 人人都是产品经理</title> <meta name="baidu-site-verification" content="codeva-oZwKtV7LDl" /> <meta property="og:title" content="4000字详解，美业品牌如何打造高转化私域的6个步骤 – 人人都是产品经理"><meta property="og:url" content="https://www.woshipm.com/share/5898321.html"><meta property="og:image" content="https://image.woshipm.com/2023/05/06/ff021fc0-ec01-11ed-94e0-00163e0b5ff3.jpg"><meta property="og:description" content="近几年随着消费升级，“颜值经济”的崛起，人们对外表越来越重视，也让一众美容服务行业迎来快速发展的春天。然而，美容服务行业公域渠道获客成本越来越高，用户质量参差不齐，经营成本居高不下，促使越来越多的美业店开始布局私域的精细化运营。接下来，我将围绕两个问题来深"><meta property="og:type" content="article"><script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Article", "name": "4000字详解，美业品牌如何打造高转化私域的6个步骤 – 人人都是产品经理,","author": "晏涛三寿","description": "近几年随着消费升级，“颜值经济”的崛起，人们对外表越来越重视，也让一众美容服务行业迎来快速发展的春天。然而，美容服务行业公域渠道获客成本越来越高，用户质量参差不齐，经营成本居高不下，促使越来越多的美业店开始布局私域的精细化运营。接下来，我将围绕两个问题来深", "image": [ "https:https://image.woshipm.com/2023/05/06/ff021fc0-ec01-11ed-94e0-00163e0b5ff3.jpg", "https:https://image.yunyingpai.com/wp/2023/09/NfX5xqdZ7wDVahPR4YuK.png", "https:https://image.yunyingpai.com/wp/2023/09/G5u8dr8f0ruzIWL5pIKQ.png" ], "datePublished": "2023-09-06T19:09:04", "commentCount": 0, "interactionStatistic": { "@type": "InteractionCounter", "interactionType": "http://schema.org/LikeAction", "userInteractionCount": 0 } } </script><meta name="keywords" content="私域运营, 精细化运营, 美业品牌, 美业服务, 高转化, "><meta name="description" content="近几年随着消费升级，“颜值经济”的崛起，人们对外表越来越重视，也让一众美容服务行业迎来快速发展的春天。然而，美容服务行业公域渠道获客成本越来越高，用户质量参差不齐，经营成本居高不下，促使越来越多的美业店开始布局私域的精细化运营。接下来，我将围绕两个问题来深"><link type="image/vnd.microsoft.icon" href="//image.woshipm.com/favicon.ico" rel="shortcut icon"><meta name='robots' content='max-image-preview:large' /> <style>img:is([sizes="auto" i], [sizes^="auto," i]) { contain-intrinsic-size: 3000px 1500px }</style> <link rel='dns-prefetch' href='//image.woshipm.com' /> <script type="text/javascript"> /* <![CDATA[ */ window._wpemojiSettings = {"baseUrl":"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/","ext":".png","svgUrl":"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/svg\/","svgExt":".svg","source":{"concatemoji":"https:\/\/www.woshipm.com\/wp-includes\/js\/wp-emoji-release.min.js?ver=6.7.1"}}; /*! 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u-rounded u-shadowed"> <h2 class="article--title"> 4000字详解，美业品牌如何打造高转化私域的6个步骤</h2> <div class="stream-list-meta artilce--meta2"> <div class="u-flex0"> <a target="_blank" class="u-flex" href="https://www.woshipm.com/u/1244598"><img src="https://image.woshipm.com/wp-files/2021/03/BzuEc9TtNTIERwN582RY.jpeg!/both/72x72" alt="" height="36" width="36" class="avatar"></a> </div> <div class="u-flex1"> <div class="author u-flex" data-id="1244598"> <a target="_blank" class="ui-captionStrong" href="https://www.woshipm.com/u/1244598">晏涛三寿</a> <el-tooltip class="newusertagIcon icon-num-1121" effect="dark" content="专栏作家" placement="top"><img src="https://static.woshipm.com/tag/1121_1@2x.png " width=16 @click="goVip({parentCode: 1100})" /></el-tooltip><el-tooltip class="newusertagIcon icon-num-2103" effect="dark" content="21年优秀作者" placement="top"><img src="https://static.woshipm.com/tag/2103_1@2x.png " width=16 @click="goVip({parentCode: 2100})" /></el-tooltip> <sub-button :author="1244598" :status="isFollowing" @subauthorchild="subauthor" /> </div> <div class="meta--sup"> <time>2023-09-06</time> <div class="meta--sup__right"> 0 评论 <span class="dot"></span> 3810 浏览 <span class="dot"></span> 14 收藏 <span class="dot"></span> <el-tooltip class="item" effect="dark" content="预计阅读时间 17 分钟" placement="top"> <span>17 分钟</span> </el-tooltip> </div> </div> </div> </div> <div class="article-topAd js-star js-star-25" data-id="3"></div> <div class="article--content grap"> <div v-pre> <blockquote><p>随着颜值经济的崛起，美容行业也在不断发展，但如今美业获客成本越来越高，如何实现精细化运营？本文总结了美业品牌打造高转化私域的6个步骤，希望对你有所帮助。</p> </blockquote><p><img data-action="zoom" decoding="async" class="aligncenter" src="https://image.woshipm.com/2023/05/06/ff021fc0-ec01-11ed-94e0-00163e0b5ff3.jpg" /></p> <p>近几年随着消费升级，“颜值经济”的崛起，人们对外表越来越重视，也让一众美容服务行业迎来快速发展的春天。</p> <p>然而，美容服务行业公域渠道获客成本越来越高，用户质量参差不齐，经营成本居高不下，促使越来越多的美业店开始布局私域的精细化运营。</p> <p>接下来，我将围绕两个问题来深入研究一下美容服务行业的私域运营：美容服务行业为什么要做私域？美容服务行业如何做好私域？</p> <h2 id="toc-1" class="jltoc--item">一、美容服务行业为什么要做私域？</h2> <p>据美团数据显示，2022年，消费者变美的需求依旧旺盛，以美容、美发、美甲美睫等为代表的中国生活美容市场规模约为8000亿元。</p> <div class="js-star yyp--fancyPost" data-id="45"></div> <p>虽然整个行业迎来了快速发展的春天，但层出不穷的竞争对手，也让不少中小型美容机构面临更严峻的生存环境，面临诸多难题：</p> <ul> <li>美容服务业过度营销，负面事件层出不穷，消费者的信任需要极高；</li> <li>营销获客成本高，精准度低，渠道费用只增不减；</li> <li>客户流失严重，容易被飞单；</li> <li>……</li> </ul> <p>尤其美容服务业，主要依靠线下门店，只做周边5公里以内的生意。想要稳定获得利润，就是要做好两点：如何低成本引流获客，以及如何运营老用户产生复购。</p> <p>这也是私域运营所解决的主要问题：</p> <h3>1、降低获客成本，稳定客源</h3> <p>运营私域对于美业这类复购率极强的行业来说是非常合适的做法，从公域引入私域的用户又可以直接反复触达，无需再次付费，有效降低本，提升利润空间。</p> <h3>2、有助于塑造品牌形象，建立信任</h3> <p>运营私域有助于塑造品牌在用户心中的形象。一方面能够让新用户感受企业提供的服务，另一方面可以通过与老用户的交互，增加用户粘性。</p> <h3>3、精细化运营，提升购买转化</h3> <p>公域渠道获取的用户质量参差不齐，私域运营可以帮助商家更好地筛选和获取高质量的用户。还能高效地进行管理，实现降本增效。</p> <h2 id="toc-2" class="jltoc--item">二、美容服务行业如何做好私域？</h2> <p>具体怎么做？可以借鉴我们独创的私域运营六步法：即IP、连接、促活、分层、复购、裂变。也是我们在大量项目实践中总结出来的最高效的方法路径。（想要具体学习，文末联系小七）</p> <p>下面根据这6个步骤，分别拆解举例，希望对你有所启发。</p> <h3>1、IP打造：建立品牌人格，拉近用户距离</h3> <p>私域里做IP的目的，就是与用户建立信任和沟通，让用户真实感知到“温度”，从而促进成交转化。</p> <p>IP就是打造人设，需要有生活、有故事、有情感。要根据做私域的目的以及产品属性来设计自己的IP定位。</p> <p>例如：你是做美发的，你的IP就是一个理发师或是理发店老板；你是做医美的，你的IP就是一个美容专家，美容健康导师，某某医生（前提有证书）。</p> <p>以美业头部品牌奈瑞儿为例，来看看它们的IP是如何打造的：</p> <p>昵称：账号昵称并没有统一，包括奈瑞儿福利官、奈小悦、奈小美</p> <p>头像：品牌名称和logo朋友圈背景：产品图片</p> <p>签名：并没有统一，包括：您的专属福利官，带你薅羊毛！淘好物！；专业省钱户，带你薅各种羊毛</p> <p>自动欢迎语：第一时间发送社群链接，并告知社群里包含的福利，让用户及时掌握所有的价值信息</p> <p>朋友圈内容：主要以广告、活动介绍为主，可以多分享日常内容。</p> <p><img data-action="zoom" loading="lazy" decoding="async" class="rich_pages wxw-img aligncenter" title="4000字详解，美业品牌如何打造高转化私域的6个步骤" src="https://image.yunyingpai.com/wp/2023/09/NfX5xqdZ7wDVahPR4YuK.png" alt="4000字详解，美业品牌如何打造高转化私域的6个步骤" width="406" height="436" /></p> <p>一旦找到适合的“人设”定位，就要持之以恒，不可中途随意更换“人设”，只有这样，IP才能在跟用户沟通互动时传递与品牌一致的形象。</p> <h3>2、连接：设计长期价值，吸引用户关注</h3> <p>想要做好私域，公域需要有源源不断的流量，才能保证私域一直有存量。</p> <p>因此，除了广告投放之外，如何从低成本从公域引流成为关键，还需设计价值点，吸用用户长期关注。例如低价引流和赠送服务都是很好的方式，屡试不爽。</p> <p>以美业行业为例，可以做好以下几个渠道，根据自身定位、预算、成本、转化数据情况进行衡量选择。</p> <p>门店：门店内或收银台设置引流二维码，由店员做好引导；</p> <p>公众号：在欢迎语、菜单栏、文章内容都可设置引流渠道，设计钩子，能快速加入私域。</p> <p>视频号：视频内容以面部按摩手法，护肤，发质护理等专业知识、真实案例展示为主，增强用户信任；</p> <p>小程序：通常美业行业小程序作为预约销售的工具，可以在其中加入私域的渠道；</p> <p>社交平台：如果有条件，抖音、小红书、微博都可以运营起来，引流到私域中。</p> <p>tips：加入私域的客户，运营人员一定要清楚来源，特别是朋友介绍，证明客户会听取周围人的建议，有固定的圈子，也是未来裂变的种子用户。</p> <h3>3、促活：创造用户触点，保持互动曝光</h3> <p>用户进入私域之后，需要对用户一系列的运营动作，以确保转化率。</p> <p>私域社群的运营就是最常见也最有效的方式。群内沟通知识、私信沟通折扣，特别是高客单的产品，客户想要占便宜的感觉。</p> <p>打造私域社群和运营的重点有4个：</p> <ol> <li>社群的定位：确定社群类型，是引流群、福利群或是快闪群；</li> <li>社群的基础搭建：包括群昵称、欢迎语、群格式、群公告、奖惩规则；</li> <li>社群的内容：内容的生产、内容的分发sop；</li> <li>社群的运营：社群的管理规模、互动机制。</li> </ol> <p>以奈瑞儿的社群为例，进行拆解。</p> <p><strong>（1）社群定位：福利型社群</strong></p> <p><strong>（2）社群基础搭建</strong></p> <p>群昵称：奈瑞儿玩美生活</p> <p>欢迎语：奈瑞儿企微社群的欢迎语包括 3 个部分：价值抛出、群规说明、温馨提醒，可圈可点，值得借鉴。</p> <p>群规则：奈瑞儿企微社群的群规则一共有 3 条，简洁明了。官方在第一时间@到人，并发布进群须知。</p> <p><img data-action="zoom" loading="lazy" decoding="async" class="rich_pages wxw-img aligncenter" title="4000字详解，美业品牌如何打造高转化私域的6个步骤" src="https://image.yunyingpai.com/wp/2023/09/G5u8dr8f0ruzIWL5pIKQ.png" alt="4000字详解，美业品牌如何打造高转化私域的6个步骤" width="640" height="541" /></p> <p><strong>（3）社群内容</strong></p> <p>群内容：奈瑞儿官方在欢迎语和进群须知里提到的内容主要包括：优惠秒杀、美容养生干货、话题互动、粉丝专属新品、护肤技巧和养生保健大讲堂。</p> <p><strong>（4）社群运营</strong></p> <p>通常一个群内需要群主、运营、气氛组等角色。奈瑞儿的社群内通常运营说话的频次较高，而且对面群友的问题，几乎有问必答。</p> <p>tips：当然除了社群以外，还有朋友圈、公众号、视频号等都是可以创造触点的场景，商家将内容分解，根据平台规则不同，输出相同的内容，提升内容利用率。</p> <h3>4、分层：建立用户标签，实现精准营销</h3> <p>做私域的核心目的就是挖掘客户的终身价值，从客户价值的角度来说，20%的用户可以贡献了80%的收益，所以集中资源关注重点客户才是最优解。</p> <p>因此，打好“标签”，做好“用户分层”，找出“重点”客户，服务好他们，就能把用户价值释放到最大。</p> <p>在实际私域运营中，通常可以从人口属性、渠道来源、用户等级和消费信息这四个标签维度进行打标签，然后再根据各自企业的不同进行标签的细分。</p> <p><img data-action="zoom" decoding="async" class="rich_pages wxw-img aligncenter" title="4000字详解，美业品牌如何打造高转化私域的6个步骤" src="https://image.yunyingpai.com/wp/2023/09/7e6mt2aQuJrYhXcc97Zl.png" alt="4000字详解，美业品牌如何打造高转化私域的6个步骤" /></p> <p>以美业行业为例，可以进行以下细分：</p> <p>人口属性：性别、年龄、职业、爱好、地区、收入情况；渠道来源：公众号、官网、百度、抖音、大众点评、美团、朋友介绍；用户等级/状态：A级（高频消费）、B级（消费2次以上）、C级（首次到店消费）、D级（预约未到店）、E级（咨询未消费）；消费信息：消费能力、消费频次、消费偏好、特殊要求等。</p> <p>tips：注意甄别用户是否为koc，这个非常关键，如果客户是，商家一定要注意。并且每次到店，尽量给客户提供更多的素材，要知道，一个koc的宣传，可比商家自己花钱打广告便宜多。</p> <p>对用户有了基础的分层之后，就可以使用不同的经营策略，实现精准营销。需要注意的是，需要定期对员工进行培训，便于运营团队操作，确保每个一线员工可以用到且不出错。</p> <h3>5、复购：引导用户需求，创造二次成交</h3> <p>做私域就是做复购，目的就是最大化地引导用户产生复购，提升私域的转化能力。</p> <p>除了常规的营销活动（拼团/打折），可以在社群、公众号、微博、小红书等平台运营，还可以通过主题活动（最美小姐姐/幸福树/真爱宣言/诗情“花”意），加强客户回店，带朋友一同参加等方式提升复购。</p> <p>在美业行业中，会员运营体系一般分为两种：</p> <p><strong>（1）储值充值会员</strong></p> <p>在传统的美业行业中，较为常用的是储值型会员方式。比如常见的充1000送500，成为会员享受会员价、折扣等等…最大的作用在于绑定消费场景。</p> <p>消费者消费一次，成为会员后，当用户有相关低频次消费时会刺激他们再次消费。</p> <p>比如首次剪发充值1000只用1元价，之后享受会员洗剪吹价35，这一方式的作用就在于当消费者之后想要再剪发时，就会优先选择自己拥有储值卡的这家店铺。</p> <p><strong>（2）成长型会员</strong></p> <p>成长型会员包括常见的积分累积型、金额累积型会员。</p> <p>比如黄金会员、白金会员等，这种会员体系对各等级会员成长值和累计金额的要求不同，往上升级需要达到一定要求。</p> <p>成长型会员，最大的作用在于鼓励用户多活跃，也就是多使用多消费多积分。不同等级的会员对商家的忠诚度不同，一般来说，等级越低，对商家的忠诚度越低，对价格也就越敏感。</p> <p>在实际运营中，可以将两种体系相结合进行会员设计。简而言之，利用会员体系，可以帮助我们培养付费且忠诚用户，更进一步的会员运营是区分高价值客户，提供差异化的会员服务或价格。</p> <h3>6、裂变：扩大用户群体，实现口碑传播</h3> <p>美容行业，投放获客成本高昂，要实现低成本的精准获客，驱动原有顾客裂变拉新是很有效果的方式。采用激励手段刺激用户进行自传播推荐，让老客户带来新客户，并形成良性循环。</p> <p>常见的私域裂变方式有：</p> <ul> <li>邀请有礼：通过一定的福利诱饵，刺激老用户主动邀请新用户，实现用户的快速扩张；</li> <li>0元领：通过拉新获得奖品，适合某个营销节点的限时活动；</li> <li>拼团：以成团人数为条件，以优惠价格刺激吸引用户发起拼团，实现裂变。</li> <li>分销：以现金或实物奖励刺激用户自发地推广产品，形成裂变传播。</li> </ul> <p>tips：美业行业中最常见还有主副卡的形式。会员卡中设计主副卡、闺蜜卡，请闺蜜一起来做头发，做美容。只要带来的客户就能接触并加入私域持续成交。这个方式在实际操作中，高端客户中非常好用。</p> <p>以奈瑞儿为例，在520这个营销节点，策划了一场 0 元购砍价裂变活动，做到了门店人均获客成本在1.6元，节省了50%的门店获客预算。</p> <p>活动拆解：</p> <ul> <li>活动形式：社群内推送活动海报，通过福利诱饵刺激用户主动拉新；</li> <li>活动门槛：邀请5人，0元领取99元的面膜。</li> <li>活动流程：社群推送–添加企微–自动推送活动链接–参与砍价分享海报–5个好友完成砍价–0元得奖品</li> <li>活动数据：参与人数1086人，参与率139%，共拉新2696人。</li> </ul> <h2 id="toc-3" class="jltoc--item">三、写在最后</h2> <p>当然，在实际运营过程中，每家企业的问题和病症各不相同，在私域运营中除了运营问题，还有管理问题、团队问题等。</p> <p>美业场景的复杂性，美业人员专业度等，决定了美业的私域必然是一个大的体系，需要整个企业做好体系的规划，才能持续运转下去。</p> <div class="article--copyright"><p><b>专栏作家</b></p> <p>晏涛三寿；微信公众号：晏涛三寿；人人都是产品经理专栏作家，数字化营销专家，私域流量与超级用户增长方法论首创者。著有《超级用户增长》、《微博与微信营销实战兵法》等。</p> 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