Xiaohongshu ROI marketing strategy!

During the process of launching a brand on Xiaohongshu, you often need to consider the issue of matching, how to achieve the best resource optimization, how to maximize the effect of the launch, and choosing high-quality launch targets, which can greatly reduce the cost of the launch and occupy a high point in the fierce competition.

Contents of this article:

1. Should I choose an expert or an amateur when doing Xiaohongshu reviews?
2. How can Xiaohongshu’s competitors turn the tide by dominating the screen traffic?
3. How to effectively promote small household appliances on Xiaohongshu?
4. What problems may arise in these 9 steps of connecting with bloggers?
5. How can Xiaohongshu use these 5 tricks to grab traffic for your physical store?
6. How to create a mother and baby account with 100,000 followers on Xiaohongshu?
7. As for Xiaohongshu’s ROI, let’s first look at the competitor’s data.

1. When doing Xiaohongshu reviews, should I choose an expert or an amateur?

Many people say that masters are better. First, let’s look at their previous notes and works. If the note work has evaluation notes and the content is good, it doesn’t matter whether the person is an expert or an amateur. The amateur who can produce high-quality notes will quickly gain fans. The earlier you start, the earlier you will reap the benefits.

Experts may not necessarily produce high-quality notes. Some bloggers win by quantity, and after two years they may only have around 10,000 followers. So our principle is to look at the ability and content quality, not the level.

2. Xiaohongshu’s competitors dominate the screen traffic, how to turn the tide

Many people would say that the bonus period has passed and that such achievements were made possible because of the bonus period, but we cannot do nothing either. Where is the breakthrough? Perfect Diary has reaped the benefits. There are many factors that influence product traffic exposure, including trust endorsement, word-of-mouth accumulation, and exposure. We still have to do it. Even if the competition is fierce, we can still do it. We should manage the people first and then the products. How do you understand this?

The preferences of mothers and babies are particularly important, but I have nurtured this traffic and have always emphasized growth. Growth is divided into front-end traffic, but fission is also quite important. The front end is the crowd first, and then the product is second. Because I focus on the crowd, I can develop more products. This brand does not rely on just one product, it also relies on the crowd. Maybe it has been built up by a single product and has also brought up the brand, but we still have to remember that the crowd comes first and the product comes second.

The second is to segment keywords and related words. That is, others may compete in the competitive words of big products, but we still have some tail words, which are still quite important. We just need to check the product keywords or use keywords and question words as the basis and reference point for traffic entrance. Therefore, our segmented keywords and related words are also very critical.

The third is to follow the excellent brands with similar interests and the same groups of people in different industries. We will invest in the bloggers they want.

3. How to effectively promote small household appliances on Xiaohongshu?

First we find food bloggers, because we might look for home-related ones. But we prefer pots and pans, so we have to find a food blogger.

If a note has become a hit, we can negotiate with it and then embed our product into it. For example, our product appears in the last picture, or at the beginning, it is mentioned: Use this pot to cook food. Don’t spend too much time describing what the product is like in the copy and then provide guidance in the comment section.

Generally speaking, when a food blogger posts a photo, someone will definitely ask where he bought the pot, so there is no need to deliberately emphasize the pot.

We can also look for currently popular foods. For example, dumplings and glutinous rice balls are eaten during the winter solstice, so our products may appear in some pots. We can find currently popular foods and shoot them. Our own planning is actually quite important.

The third is that before the festival arrives, we already know which words will be popular and have a rough idea. When it comes to New Year’s Day or Christmas, we can roughly guess what kind of food will be popular.

4. What problems will you encounter in these 9 steps of connecting with bloggers?

1) We obtain some information about bloggers from the Xiaohongshu platform or from service providers.

2) Select a blogger who matches our brand tone. What is the tone of this blogger and what is our product like?

3) Send some products and collect the other party’s address for communication.

4) Requirements for writing notes. For example, our note requirements are different every month. After the last launch, there have been some upgrades this time, and the content has been adjusted according to different time stages.

5) It also takes some time for bloggers to take pictures and write articles.

6) Most importantly, the content created by the blogger, whether it is the topic, cover, title or content, is what we need to communicate from the perspective of shooting. If it is a KOC, then authenticity is enough. If it is a KOL, our requirements will be higher. This step is time-consuming and laborious, and there are also cases where many bloggers do not cooperate.

7) The blogger publishes, which also requires communication.

8) We need to check whether the blogger has published it, what keywords are included, and what data it has published, and check and calculate the statistics.

9) Settlement of payment. It is like this when connecting with bloggers. When connecting with brands, we may first pay a deposit to summarize. After reviewing, we will make a budget and decide how to invest next.

5. These 5 tips from Xiaohongshu will help your physical store grab traffic

1. Regional keywords: Xiaohongshusu. Strengthen the keywords, they should appear in the first 3 lines and the local keywords should appear at the end. After grabbing the keywords, you also need to continue with the segmented keywords.
2. Amateurs post and experts visit the store. As for amateurs posting, if he cannot come to the local area, we can ask him to find relevant content to post. When an expert visits a store, he must do so offline and share his experience in person. Amateurs can also visit the store.
3. You need to have a plan for the number of articles you want to publish each month, for example, 30, 50, or 100 articles per month.
4. It is a special topic on event planning. It is somewhat similar to the official account, but the contents are interconnected and are posted on special days of the month.
5. Xiaohongshu corporate account operation. Amateur people participate in the topics we publish, or experts visit stores to make a plan. Every publication must be located in the same city by the experts, so that people around them can see it.

6. How to create a mother and baby account with 100,000 followers on Xiaohongshu?

Today we were originally talking about brands, so what is the difference between them and personal blogger accounts? In fact, there are so many similarities between personal bloggers and brand accounts, because each of them is trying to understand what the preferences of my group are, what kind of titles they like, what kind of content they like, and what kind of formats they like.

In fact, everyone is seeking speed, but forgets the importance of sedimentation. Everyone is looking for shortcuts, but few people know that brands require careful cultivation.

We need to seek the relevance between the account and our brand. If we want to create a mother and baby account, we must itself become an encyclopedia of mother and baby knowledge, with sound, content, video, text, and color, which is no different from what we usually read in the dictionary. It just has an extra flavor of personality.

Many people think that if I publish an article, I will be able to create a hit article. But have you ever thought about how much research you have done on the hit article, how much research you have done on other people’s brands, and how it works.

A very simple point is, let’s take the title for example, how many titles have you read? How many headlines have you written? What did you do when you published the content? Everyone likes to analyze, but without looking inward, how much do they really know about these things?

You also need to grasp the current hot spots, which is actually not much different from what we did in the past for marketing. You need to understand where the festivals are. Where are the hot spots of the festival and what do my people like? This is to capture the current hot spots. It is also necessary to understand the habits of the user groups, when they will read, when they will have needs, these are all things to think about. If we do our homework in advance, it is not difficult to create an account. The truth is simple, and practice is the key.

7. Regarding Xiaohongshu’s ROI, why don’t we first look at the competitor’s data?

We who work in e-commerce or branding often talk about ROI. If we talk about this on Xiaohongshu, we might as well talk about it based on the advertising data of competitors.

First of all, investigate excellent competitors, how long they have been on Xiaohongshu, how many notes they have posted, and how many types of notes they have posted.

Second, what is the current sales volume of Taobao or JD stores and what changes have occurred in the past. Is Xiaohongshu one of its links, or is it all of them? For example, have they made any placements on Douyin or other platforms?

Third, how much money we need to invest? If we want to overtake others, we need to find our own advantages and expand our brand influence. Is it our product functions or our product packaging, or is it the influencers we choose? These are all things we need to think about. Once we investigate thoroughly, we will have a clearer idea of ​​ROI.

Traffic is the topic we care about. Whoever has traffic on Xiaohongshu can gain the dominant position faster.

In addition, traffic alone is not enough. According to the mechanism of the Xiaohongshu platform, quality is also very important. It can be said that quality is a prerequisite for having long-term traffic.

Author: Zhuang Jun

Source: Zhuang Jun