A complete Xiaohongshu traffic promotion plan!

Since May 2019, it has been a very difficult year for Xiaohongshu's traditional merchants. Overall, it has been difficult for both physical merchants and traditional merchants. With the rise of new content innovation e-commerce, the advantages of traditional merchants are gradually weakening, and the number of emerging mobile Internet products that can help brand merchants is also increasing. Traditional merchants should gradually adapt to the diverse needs of emerging brands. The following focuses on the needs for promotion of traditional merchants.

Some time ago, we had an in-depth discussion with traditional merchants. The main topic was about emerging products, emerging gameplay, emerging strategies and main technologies. The main question was how traditional merchants should break the important gap in the development of traditional merchants with the gradual increase in customer source costs. There were mainly two questions that traditional merchants were concerned about:

1. How can we effectively reduce the cost of traffic generation?

2. How to adjust the promotion and operation plan, and how to achieve accurate conversion and traffic through operation.

So regarding this issue, Xiao Hai will gradually tell you the conclusions of the discussion: First, answer the first question: How can we effectively reduce the cost of drainage?

Xiaohai believes that we should focus on four directions:

First point: self-media operation

Second point: New media operation

Third point: Community groups

Fourth point: Q&A communication

Xiaohongshu merchants: The suggestions for self-media operations are horizontal matrix and vertical matrix.

The suggestions for Xiaohongshu merchants to achieve in the horizontal and vertical matrix are: accumulate fans, earn subsidies, and attract customers

Conclusion: The number of IPs will continue to increase, laying the foundation for attracting traffic.

The suggestion for brand merchants to do Q&A is: Xiaohongshu full platform Q&A

The practical advice for brands to do Q&A is to attract fans to actively interact and guide them to community groups for communication.

Conclusion: Xiaohongshu Q&A platform is the main channel for entities to find strong potential customers.

The advice for brand merchants to build community groups is: operate community groups precisely, so it is easier to get started

The recommended results for brand merchants to build community groups are: build good community groups to form fission, lay a good foundation for social e-commerce, brand promotion, product reputation, can all be more accurately converted through community groups, here can be mutual assistance through question and answer exchanges, emerging new media, emerging self-media.

Another point is to consider the changes from the overall perspective of the merchants, with the focus on the methods and conclusions of Xiaohongshu's overall operation and promotion plan. I hope that this plan will enable more brand merchants and relevant personnel of Xiaohongshu operations to communicate and exchange with each other in a timely manner. The feedback on the effect of this Xiaohongshu merchant promotion plan is very good. Students in need can chat with me privately.

The reason why brands like to use Xiaohongshu is that Xiaohongshu already has more than 200 million users and traffic, and the users are very accurate, and they are women with high spending power, so brand promotion on Xiaohongshu is the general direction in 2019. In addition, compared with other advertising forms such as official accounts and information streams, Xiaohongshu's promotion costs are more cost-effective and the price is relatively low, so Xiaohongshu will be valued by major brands.

Why is Xiaohongshu promotion so popular?

There is another important factor. Take the social e-commerce platform represented by Xiaohongshu as an example. The characteristic of Xiaohongshu platform is that it has removed centralization, that is, real sharing and invisible advertising labels. This type of advertising placement has a very high conversion value. Xiaohongshu merchants rely on social traffic platforms and communication networks to not only expand their influence, but also reach hidden potential customers more accurately. The result of advertising is not only to reduce the cost of traffic, but mainly to solve the development and traffic problems of traditional merchants.

Why do brands want to promote on Xiaohongshu?

The main opinion is: with the help of Xiaohongshu's existing copywriting sharing, a planned and strategic way of planting grass can eventually achieve qualitative change in traffic conversion and turn it into a hot-selling product for brand products. To achieve efficient conversion in Xiaohongshu promotion, a complete Xiaohongshu operation and promotion plan is needed, which mainly includes two aspects: content strategy and time scheduling.

PS: Xiaohongshu celebrity notes, amateur notes, note ranking, drop-down word creation, real-person likes and hidden fans, welcome to consult WeChat: 15020086039

A more appropriate statement is:

The first step is to build keyword popularity from the grassroots level, and the more included content the better. Then, by pinning it to the top to build momentum for operational activities, precise implantation allows users to focus on memorable content, thereby directing traffic from the Xiaohongshu platform to major platforms, which will lead to efficient conversions. That is to say, the key to promoting Xiaohongshu is to have a complete Xiaohongshu operation plan.

You can start from the following 6 major directions:

① Increase communication between the two parties and clarify the direction of content diversion

In order to more accurately determine the content direction, many issues need to be considered: such as user analysis, product content positioning, content topic selection, and the main direction of the content. You also need to plan a sales plan based on the budget and choose appropriate content conversion: including content sources, writing, pictures, special topic planning, etc.

② Accurate push strategy, push direction, time, push platform and channel

First of all, we need to determine a direction goal. For example, the main selling point of a product can be used as the theme of this Xiaohongshu promotion, so as to link up with Xiaohongshu influencers and internet celebrities to start from various topics, form a large number of target screen-sweeping and volume expansion, and after the customer flow and popularity are accumulated, they can be exclusively allocated or the direction can be made into a separate goal from the perspective of time for in-depth volume expansion.

The main body should strengthen the diffusion and dissemination, not just Xiaohongshu, but also fully utilize other online resources such as Douyin, Kuaishou, Zhihu, etc., and gather multiple forces to concentrate on promotion and conversion. It is recommended that the content of the dissemination and broadcasting should not be diversified. Try to unify the direction and use a small number of elements, which will be more conducive to promotion.

③ Planning should be strategic, don’t blindly promote on Xiaohongshu

Be sure to understand the main advantages and selling points of the product industry in advance, create targeted content or collections of Xiaohongshu notes, and optimize the keyword coverage of Xiaohongshu notes.

④ Confirm the promotion cycle, promotion time node, and delivery time

You can choose to push Xiaohongshu notes during major festival anniversaries or peak user reading periods. In addition, internet celebrities should try their best to cooperate in the promotion time, and add the time of the brand's online activities to effectively deliver according to planned scheduling.

⑤ Accurate Internet celebrity resource strategy

Xiaohongshu KOLs must be vertically consistent with the promoted products, including personal image, temperament, and personality traits, which must be relatively consistent with the brand image and product communication to be more effective.

⑥ Xiaohongshu merchants need to pay special attention to

Xiaohongshu is an e-commerce platform that pays great attention to social groups and user experience, so it has very high requirements for the content published.

An important prerequisite for brand merchants to achieve efficient traffic generation is to lay a good foundation for Xiaohongshu notes. It is recommended that merchants can approach the usage and application methods of the product from multiple angles, and present it in as many angles and forms as possible, which will help deepen users' impression of the brand and better achieve efficient traffic conversion.

Related reading:

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Author: Xiaohai

Source: Xiaohai