How does Xiaohongshu marketing work? What system model? What is the marketing strategy? let me tell you

Original: Li Sheng

2022

Official statistics

90% of Xiaohongshu users

Search Xiaohongshu before buying

How

Platform for making consumption decisions in hearts of users

Red Book

Based on consumer demand. Creating consumption scenarios

Influence on consumer decisions. The commercial value of platform is obvious

Regarding

For brand

Red Book

It has become an expanding market for brands

Capture user's mind

Marketing Achievement

One important way to quickly break circle

In recent years

Marketing many brands on Xiaohongshu platform

Promotional content is like a hundred flowers in full bloom

Their traffic is result of planting grass to increase conversions.

Brand

To bring offer to market. Communicate value of product to audience

Then

For difficult Xiaohongshu users

Brand Side

How to classify users

How

Plan your marketing strategies more accurately

Positioning advertising content, combining delivery vehicles...

One,

Customer group stratification

November 2021

Little Red Book reaches 200 million monthly activity

Brand Side

The first step in road game

This

In this public traffic pool

Find, circle and analyze your customers

here

Let me talk about custom brand portrait feature

This will help brands find

Find your clients

And for clients from them

How should brands manage by category?

By clients

The degree of connection between group and brand

First, divide customer groups into three categories

Loyal customer group, potential customer group, valuable customer group

In following way:

This is my department. Client Group Stratification Model

Panning a group of clients

This is a public user

This type of customer group

This may not be related to brand

Unclear about their consumer needs and preferences

But brand has ability to reach advertising

Potential clients

There is consumer demand associated with brand

This is a group of customers who had a simple interaction with brand

This type of customer group

Branded products

There is clear consumer demand for service categories,

Interacted with brand

Brand Knowledge

But there may not be a clear direction of consumption

High Value Customers

The exact target customer group for brand's products or services

This type of customer group

Clearly understands branded products and services

For your products

A relatively complete understanding of value

New customers have specific purchase intent

but hasn't adopted consumer behavior yet

Or old clients

Currently there is no clear consumer demand

It can induce a repeat purchase through marketing actions

Simply put

Marketing promotion

What kind of person

How to say which words

When client segment is resolved

This

Resolved main issue about people

Then, based on above customer group stratification

Which marketing strategy should brand match

First

Brand marketing for customer groups

In the following way:

This is for

Regular clients

The main goal is brand awareness

Brand Side

Determine your own brand value before making marketing decisions

Refine brand positioning

Then with normalized content output

To generate and export a brand image

Content Creation Layer

Marketing content for customer groups

Not focused on a product or service

The sell attribute must be weakened

Brand

Propaganda combined with current topics of interest to users

Soft marketing message

Content planning is so easy

Socialization is about building relationships with clients

Promotion goal

Let more people know about brand

And let audience form a given image of brand perception

Simultaneously

To normalize publishing content

Increase voice frequency

Work through your own account

Extensive expert collaboration

Yes

Keep your brand voice at a certain level

Brand Image Benefit

Commercial Delivery Corner

relative

Mature brand

Only

Due to different brand positioning and consumer groups

Support celebrity endorsements or collaborate with top talent

On one hand, it can create a brand image

On other side

You can pull KOL tail to follow trend and plant grass

Expand your brand

Despite being well known, it also boosts brand reputation

In limited quantities

Marketing expenses

Optimize your delivery strategy as much as possible

To be continued in detail

Collaborate with music masters and amateurs below belt

Full disclosure

Advertising lighting. Form a "pyramid" delivery model

This way you influence more consumer groups

For general clients

There are many ways to play brand marketing

Yes

Using Qiangua data to get some cases

Food and drinks

Brands in industry are in

We normalized work of our own account

Make brand marketing fun

This is content

Not directly or closely related to branded products

Pay more attention to creating content from a user's point of view

Follow life preferences

Win favor of users and generate interaction

I said it

Coffee Ruixing

Ruixing designers seem to be coming up with something new

In following way:

And

Weilong Tasty

Weilong Workshop

Occupational diseases of employees, so-called habits, become natural

In following way:

Sure

After all, amount of communication is limited to your own account

Want from

Attract more users to bulk traffic pool

There are also many brands that use skillful talent to collaborate

To increase your brand's impact

Brand Marketing

Content for collaboration with level experts

Preferred

Shaping close to user's life scene

Merge with current hotspots

Tone down brand value and resonate emotionally with users

For example:

swing_nest

It should be with a loved one

Come here to see golden sunny mountain

In following way:

And

Ranran campsite vlog to ride and play with friends

In following way:

Branded

Key marketing node

The head of star played

The most important role

Branded

When expanding customer base

It also gives deep meaning to brand image building

Image of stars and brands

Positioning

His Creation

Distributed content will drive a deeper brand effect

In this regard

Beauty and skin care brands speak their minds

For example:

Estee Lauder

Here's Van Hedy's holiday blessing

And

Jiang Shuying feels festive atmosphere. Well done

Regarding

Product marketing for potential customers

In following way:

Meeting with potential clients

Brand Marketing

The topic is different from brand communication

More attention should be paid to planting products

Deepening user engagement

These clients

I already know brand

Just like we mentioned Coca-Cola

All Now

I'll think of Ke x and Bai x right away

Mention a car

Bao X and Ben X immediately come to mind

But for

Initiate consumer buying behavior

Also required

Make product/service more complete

In-depth "grass planting" for consumers

Product value

Comprehensive interpretation, let users understand

Recognition and enthusiasm for brand's products

For

There are many methodologies that can be applied to create this type of content

We have presented in past

The Customer Value Model is one of them

Custom Value Model

Not only can help authors fully interpret value of a product

More efficient

Helping authors in eyes of users

Feel what users feel

Gain

Based on user's perceived value of product

Influencing their purchasing decisions and behavior

In addition

Contents of this step

Planning is also necessary

Increase interaction between brands/products and users

If you say

The interpretation of value is to better promote products to users

Then

Interaction allows user to respond

An important part of actively building relationships with a brand

Install hot topics

Reply interactively in comment area and help users speak and share

Start trial campaign...

These are all ways to trigger user interaction

Commercial placement

Presumably from brand

for

Product promotion has its own unique experience

My suggestion

Make good use of data analysis tools

Full mining data value

Identify talents and content that matter to brand's customer group

Improve grass planting accuracy and efficiency

Subject to limited cost

It is recommended to choose several fans with strong stickiness

Reliable Engagement and Guidance

Active waist expert

This kind of expert

Grass planting has a high transformation and high profitability

Product marketing for potential customers

For example:

Little king of steel teeth

I wonder if it killed my sebaceous glands

And

Dannn_D only costs a few dollars

Brightening happens too fast, yellow skin occurs too late

And

Sweet Potato Sister

Dry and sensitive skin in autumn and winter

Saving essential oil. Do not try to catch up with me if you have dry wrinkles and a broken face

From User

Start with pain points. Comprehensive and detailed products

Introduction enhances user understanding of product

Full representation of value of product and communicating it to customers

Brand

For potential

Product marketing of a group of clients gave good results

Precise marketing for valuable customer groups

In following way:

Consumption conversion only

To be useful

Trigger

The result of consumer behavior of valuable customers. Summing up

First

Promotion

This type of content is usually result-oriented

Current purchase, profitable

Use benefits of buy gifts, discounts, offers

Various forms of promotion

Packaging to stimulate users and deliver to consumers

Buy now, buy now and earn when you buy

Second

usage feedback

Xiaohongshu Platform Benefits

This is a real user experience

Positive product

Reviews tend to resonate more with consumers

Thus, influencing consumption decisions

Based

Pain points are addressed with product's note-taking scripting features

Genuine user reviews

Express yourself with a vibrant image and engaging language

Let usage feedback influence other users' consumption decisions

In content

Based on layout

Brands should also

Skillful use of various marketing ploys to create a hot sale atmosphere

For example, Double 11, 618, New Year's Day, etc.

If there is no node installed

Planning for special events such as anniversaries and Thanksgiving

In short

The goal is to attract attention of a wide audience to product

Selling as always

Stimulate user's herd mentality, thereby incentivizing purchase

This category

Commercial placement of content

Brand

Only through widespread use of junior experts

Amateur notes, maximize your reach

Highlight genuine product reviews

Let users feel like everyone is buying on platform

Everyone uses it

Atmosphere with good reviews

Simultaneously

You can moderately cooperate with a small amount of KOL to plant grass

A waist expert planting grass accurately. Leading Consumption Trend

If

Egg pie or fruit

I bought a body lotion that I bought out infinitely early. This is a good deal

And

Small orange

Sisley Almighty Double Eleven Raiders emulsion. Dry and sensitive skin should be administered

High sales

Content with transformative power

With an assessment of real and effective use

You can judge

This is a high-quality and effective, accurate promotional purchase note

Strategic layout in brand marketing

On time

Properly plan these transformative notes

It's especially important to encourage customers to "pull weeds" before buying

for

Different layers of clients

take

Various promotional marketing strategies

Help brand be more complete and accurate

More efficient

Develop a promotion strategy

Reaching target user groups and improving marketing conversion effects