Xiaohongshu operation plan: A guide to attracting traffic from WeChat private domain from 0 to 1

I was communicating with a student the afternoon before yesterday. She was working on a travel project on Xiaohongshu, the purpose of which was to transfer user traffic to WeChat private domain. The problems students face are not only marketing and communication on Xiaohongshu, but also polishing service products.

She had been working in operations for several years and had relatively clear ideas, so I listed seven frameworks for her. Later, when reviewing the situation, I added three more points. Her project is in the tourism category, with a focus on parent-child travel, and personalized services will increase historical education. To plan the Xiaohongshu project from 0 to 1, you need to consider at least these 10 levels.

After reading, form your own preliminary strategy, and then test whether your proposed strategy is effective. The same old saying applies: try and error in small steps, make timely adjustments, and if it works, invest boldly.

1. View platform-related data and understand related hot words

Let’s first look at the popularity of keywords on Xiaohongshu. In the figure below, “parent-child travel” is the most popular keyword, followed by “parent-child games” and then “Chengdu parent-child travel”.

However, the second-ranked keyword "parent-child games" has little impact on parent-child travel projects, because parent-child games have a wider range. For example, playing with building blocks with children at home is also a parent-child game. So when we look at data analysis, we need to determine whether the data is valid . See the picture below for details.

Crowd portrait : At first, students were worried that Xiaohongshu users were relatively young. Later, based on the interactive users of nearly 7,000 popular parent-child travel notes, the age distribution of interactive fans was: 25-34 years old accounted for 40%, which is relatively suitable for promoting parent-child travel services.

Related notes and comments column : The main purpose of reading the comments column is to understand what people are concerned about and where the core points of satisfaction and complaints are. Frequent reading of related notes is a must-do homework for project operators. This is one of the closest places to understand the crowd.

For example, when Zhuang Jun was reading the comments on a certain note, he was able to see some tips on how to direct traffic to a public account. The blogger replied to his fans: Gong Zhao. These little tips and direction inspirations are usually obtained through a lot of reading or collecting and analyzing information.

2. Account layout: 3-10 special numbers in the early stage

I am struggling with the direction of account building, should it be based on strategies or personal IP? Regarding this issue, it depends on what our purpose is. In previous articles on Zhuang Jun’s official account, “risk hedging” is repeatedly mentioned.

It is recommended not to limit yourself to one type of account, but to diversify; try corporate accounts, employee accounts, personal accounts, and drainage accounts (the employee account has been officially cancelled, and notes created as an employee also belong to the employee account). See which Xiaohongshu account publishes better notes data, and then gradually increase the number of accounts in operation. From the perspective of investors, use whichever account will provide better positioning output effects. But don't completely give up on possible directions.

As the ancients said, one general's success is the result of the sacrifice of thousands of soldiers. When marketers are running projects, they will inevitably create unsuccessful notes or invalid accounts. Only by having more testing opportunities and practice opportunities can you get "beautiful" results.

After setting up the introduction and avatar of the enterprise account, the "Consult Now" button shown in the first picture below is a note used by merchants to publish official advertisements. When someone clicks "Consult Now", a reply will be sent automatically. I won’t go into details about these little tricks. Including the note cover setting of the diversion number. There is no need for too many notes for the diversion number, but you should be cautious when sending notes. As shown in the third picture below, the note cover has a WeChat number. Generally speaking, this type of account is more dangerous.

For the second stage or short-term summary, four tables are needed.

" Xiaohongshu Operation Review 4 Tables":

1. Xiaohongshu Enterprise Account Operation Planning Table
2. Table of WeChat traffic volume from Xiaohongshu
3. Xiaohongshu Operating Costs and Expense Table
4. "Xiaohongshu Account Exposure Interaction Analysis Data Table"

Or you can merge the second and fourth tables into one.

3. Content format (strategies, product notes, customer testimonials)

1. Content format of Xiaohongshu’s corporate account matrix

When it comes to parent-child travel projects, many parents actually don’t have a complete picture in their minds. They are usually influenced by the information from their friends or friends’ circles to decide where to take their children. In addition to this, you can just look through the recommendations for related notes on the homepage of Xiaohongshu, and then search for certain keywords to find related notes.

At this time, strategy notes play a key role. Because the chances of being liked and collected are higher, it is easy to trigger Xiaohongshu's traffic recommendation mechanism. For example, the note in the picture below is a travel guide to Qingdao. This type of note is more popular.

Single product notes : I wrote this service not for the sake of exposure, but just because users will turn to the homepage to see the detailed service introduction when reading our more popular notes. As for whether to pin it to the top, or direct traffic to WeChat for detailed communication later, you can make the choice based on different situations. Single product notes can also be used to make landing pages, which will be used later in the Xiaohongshu information flow ads. The specific softness or hardness of the content will be decided based on different projects.

Client Testimonials : This type of note is common in the wedding photography industry. To put it bluntly, it is a customer photo, also called a client testimonial. However, we rarely see storytelling in the copywriting. Most of them are just exquisite pictures. In the notes of customer testimonials, you may want to add some emotional stories about the characters to resonate with users.

4. Select keywords (one and the same)

People generally have low awareness of a certain service or new product. That is, no one will search for the keywords of this product. Therefore, we should aim for keywords with higher search volumes.

The meaning of "one and the same" in Xiaohongshu can be understood as keywords and content forms that users often search for, that is, keywords with relatively high user recognition, but this word must be strongly related to the content we promote, and the theme must cover the projects we promote.

The meaning of "one belt" is to bring out the content we want to promote or the keywords and brand words we want to shape.

So how do we know that our keyword is the keyword that everyone will search for? For example, a topic like "Chengdu Tourism" is searched by many people, so we can embed the homestays, restaurants, travel services, etc. that we want to promote into the content.

5. Collection of Hot Articles (Splitting of recent hot articles of the same type)

This is the magic weapon that Zhuang Jun often mentioned. Collect similar popular articles in recent times and search by keywords, such as "family travel", "family travel in Chengdu", "Chengdu tourism recommendations" and other keywords to find the notes of popular articles, and then collect them to form a popular article library, analyze the title, content format, cover and content that impresses users. This has been mentioned in the previous article “Xiaohongshu’s New Brand Launch: A Guide to Dissecting Competitive Products from 0 to 1”, so I won’t go into details here.

6. Types and proportions of stores visited by Xiaohongshu bloggers

To carry out regional Xiaohongshu promotion, it is usually necessary to mobilize store exploration bloggers, travel bloggers and local lifestyle bloggers. It takes time and quantity to build up regional attention.

1. Xiaohongshu store blogger

Usually the picture cover will be more attractive. Many store exploration bloggers are transferred from Weibo. Overall, the exposure data of Xiaohongshu store exploration bloggers is due to geographical restrictions. Unless it is a very popular tourist attraction or a well-known restaurant, it will attract a lot of attention.

If it is just a restaurant opening in a small town with little fame, the attention it gets will increase after you visit the store, but compared to well-known tourist attractions, the exposure will still be lower, and it will take time and quantity to increase. The publishers need to understand this.

2. Xiaohongshu travel blogger

Travel bloggers are not limited to a certain place, but many fans will go to see where the bloggers traveled and how the experience was. Travel bloggers will even write some travel guides and pitfall avoidance guides. The blogger does soft implantation for a certain tourist attraction or tourism service. Our advertising placements in strategy guides and pitfall avoidance guides will appear very objective, reflecting the feelings of a "third-party" experiencer.

3. Xiaohongshu lifestyle blogger

As skin care or home bloggers, notes of daily life are also necessary, so they will also take on local travel and store promotions. Since skin care bloggers are promoting travel projects, which is not vertical, we should remember to strengthen regional keywords and do a good job of release positioning when making the layout.

4. Delivery ratio

The ratio of these three groups of bloggers is 4:4:3. After the release, we will detect the changes in data and make the next proportion allocation based on the changes in data and the situation in the comment area. If you don't understand anything, you can communicate with me.

7. Pain Point Library

In the past, Zhuang Jun always mentioned the popular article library in his articles. There is another important library: the pain point library. What is the biggest concern of this group of people now? Why do they want to purchase our personalized travel services? What core problems does it solve? Think about the rigid needs or emotional touches behind it.

Many needs really require immersion in the target population, and only through constant recording and review can one gain a deep understanding. It is still necessary to list them in an Excel spreadsheet for analysis, looking at the level of practical value and emotional resonance, and finally to be able to create content that the target group needs and guide them to transactions.

8. Touch the "show-off button"

If after the experience, the consumer or user does not want to post on WeChat Moments or show off to people around him on the way back, then this marketing is not successful. You must find the button that triggers them to show off and post it on WeChat Moments. Why do they need to take photos and post them on WeChat Moments when traveling?

We can't tell users that they can show off as long as they post this picture on Xiaohongshu or Moments. Of course we won’t say this, but we must give the other party a reason. Just like traveling or spending money somewhere, there must be some aspect that touches the "show-off button" in the user's mind. They will post on their Moments and write a more literary text, and the same is true for Xiaohongshu users.

For example, there are photographers who can help them take particularly beautiful photos, but these marketing work still needs to be done in the early stages. The client’s case is important. The requirements for this experience process are relatively good, and it will make users want to post on Xiaohongshu or Moments.

9. Spread the Compound Interest

After tourists have their online experience, we will set up items that they can promote to their families when they return home.

For example, I remember one time I went to a restaurant deep in the mountains of Guangzhou to have dinner. The environment there was very quiet and the scent of books was strong, which inspired me to take photos and post them on WeChat Moments. When we were about to check out and leave, the waiter brought us two small bags of rice, saying that it was rice grown by the owner himself.

After I get back, I will tell my family that this is the rice given away by a certain restaurant and it tastes pretty good, and we will discuss this again at the dinner table. The merchant only used rice, which was not expensive, in exchange for the second fission propagation. This action is crucial. When family members discuss a certain topic later, the memories of that time will be evoked.

After we finish the first wave of dissemination, we still need to leave a button to trigger the second wave of dissemination.

If the other party posts a note on Xiaohongshu, then every participating visitor will once again form a free spread.

Regardless of the quality of the notes, it is a sedimentation of content, which is their beautiful memory. For those of us who operate Xiaohongshu, we can get a free recommendation or customer testimonial.

Of course, if the experience is bad, it will also become a negative note. Communication is a double-edged sword.

10. Review and summarize the data and then plan the next step of investment

1) What are the operating data of Xiaohongshu account, how many notes were published in that month, and what is the content format of the notes. Which of these note taking formats will provide better data?

2) What is the data of the blogger notes delivered? This includes the number of blogger notes delivered, exposure data, and the content of the comments in the comment section, whether they are positive or negative. Can it help us improve the next step?

3) How is the drainage situation? This is the top priority for the early stage of the project. However, we also need to look at what kind of people are attracted and make a basic analysis.

4) What is the transaction data? The traffic data may be good, but customer service who communicates and converts transactions is still very important. Because consumers’ decisions are often made based on the language used by salespeople.

5) How to adjust the content strategy? Any product or service is based on consumer feedback or problems discovered by yourself, and then you continue to improve it. Especially the adjustment of content strategy.

For the summary and review data, please refer to the top table screenshot.

11. Final Summary

The above data analysis is based on the target population and their needs, combined with other relevant notes or accounts on Xiaohongshu to form your own strategic points.

After testing on a small scale and getting good data, we will choose to focus our efforts on this area.

Finally, conduct a review and summary, then take the next step of the plan, round after round, until you get the results you want.

The traffic has increased significantly, the project is going smoothly, Xiaohongshu marketers, I wish you success! !

Author: Zhuang Jun

Source: Zhuang Jun Xiaohongshu Marketing