50% performance improvement! Double eleven little red book grass promotion should be played like this!

The reading time of this article is estimated to be 30 minutes, and the number of words is 5990-"Double Eleventh Promotion" will be held soon. Recently, many brand owners have enthusiastically launched, and Zhenyuan marketing is also very busy. Every day, they are planning and executing the brand launch conference to help everyone lay out as soon as possible, so as to gain more exposure and transformation during the promotion period. Due to the particularity of Little Red Book platform, it is often necessary to "plant" the content in advance and gradually harvest it through the operation rhythm. I would like to remind everyone here that it is not enough to rely solely on talents if we want to maximize the promotion results of Xiaohongshu Grass, and the enterprise operation must not be ignored! Especially the big promotion node of Double Eleven, all major brands are grabbing traffic and grabbing the market. Whoever does better in marketing will get more gains. When I invest in talents, I also put the Enterprise into operation, which often reaches1+1> The role of 2! Today, let's discuss how to realize the better promotion effect of planting grass in Xiaohongshu through enterprise! What is the function of brand enterprise number? There is a misunderstanding among many brand owners when they do marketing of little red books-"I think it is enough to put talents away, and it is not only tiring but also poor in traffic to do their own accounts." However, this is not the case. Brand enterprise is a base of brand on the platform, and its role is far more important than everyone thinks. Without the introduction of enterprises, it is often difficult to precipitate brand assets, which is not conducive to long-term development. So what is the function of the enterprise? 0 1 transmitting the dynamic image of enterprise number is equivalent to an information export of the brand in xiaohongshu, and transmitting brand dynamics is the basic function. For example, brand new products, joint names, official spokespersons, etc. , can be passed on to consumers through the enterprise number, and has never been publicized and exposed for the brand. In addition, we often say that planting grass in Xiaohongshu can achieve the effect of "quality and efficiency", because in addition to harvesting and transformation, enterprise can also help us to convey brand ideas and establish brand tonality. The brand image mentioned here is not simply to send some brand dynamics and product information. These things are more like "resumes" and there is no way to leave a deep impression on consumers. If you want users to really remember you, you need to communicate! Corresponding to enterprise operation are content selection, language style and design style. For example, the following figure is a screenshot of three brand enterprise numbers randomly selected. Can you see the tonality and style of this brand at a glance from the homepage design? Therefore, it can be said that what kind of small red book enterprise we make, what kind of design style we have and what kind of way we speak will directly affect the impression of the brand in the hearts of users. 02 Increase user stickiness As a UGC content community, Xiaohongshu has strong social attributes, so communication and interaction between brands and users is particularly important. There are many official numbers that have caught fire because of "playing", attracting users' attention and bringing brand exposure. For example, Pan Pan rose by 30,000 overnight, and the chickens in the hometown went out of the circle. These enterprise numbers do not simply regard the account as a job of transmitting official information, but make a more personalized image to communicate with users, thus quickly narrowing the distance between brands and users. In the past, because of the asymmetry of information, it was often that which brand had more budget could occupy more markets and have greater voice. In the era of social media, as long as you are willing to study the operation of brand enterprise number, you can quickly enhance the stickiness and goodwill of users at low cost and create a "small but beautiful" brand. 03 Complete the drainage and transaction Now the business closed loop of Xiaohongshu is more and more perfect, and the link between enterprises and stores is completely opened, and the content of enterprises can be seamlessly connected to stores to complete the transformation! Moreover, by adding commodity labels to the notes, users can directly click on the labels to jump to buy, which greatly shortens the transformation path, which is also impossible for people to put in! In addition, if your business needs to be drained to offline or private domain traffic, the enterprise number is also a place to bury clues, and the purpose of customer drainage can also be achieved through some functions. Public opinion leads Xiaohongshu to plant grass, which is essentially a word-of-mouth marketing, so users' praise of brands/products is very important. Moreover, on the little red book platform, the influence of a negative public opinion is much greater than that of the e-commerce platform. E-commerce platform users need to walk into your store to see negative comments, and Xiaohongshu is a negative fire, which can be seen by people on the whole platform (including passers-by and fans), and the impact on the brand can be imagined. At this time, it is necessary to actively contact users through official accounts, help users solve problems, exchange public opinions as much as possible, and handle them sincerely and properly enough, and also have the opportunity to gain the favor of passers-by. For example, there was negative public opinion about the food problem in the offline store of Laoxiang Chicken before, and it was through the sincere statement of the enterprise that the brand image was restored. The last point of filing notes and information flow is the paid flow of Xiaohongshu. Whether it is filing notes, information flow advertisements, search advertisements, open-screen advertisements and other marketing tools, you must have the enterprise number, including the newly updated transformation components of the platform, and you need filing notes to use them. Corporate strategy on the eve of the Double Eleven We can roughly divide the operation of the enterprise into three purposes: 1. Establish brand image; 2. Planting grass for transformation; 3. Public opinion control. These three purposes almost run through the whole operation of the enterprise. The only difference is that different strategies may need to be adjusted according to nodes and marketing stages. A big node like Double Eleven can be divided into three stages: planting grass, preheating and harvesting. 1. The ideal preparation time for planting grass is about 2 months before the big promotion. The purpose of this stage is actually very simple! To put it bluntly, "brushing the sense of existence" in the user's mind in advance can also be said to be creating momentum on the platform. Let users know that there is this brand, understand the advantages and products of the brand, leave some impressions, and even let users add the products to the shopping cart first. 2. Warm-up Period The warm-up period is usually from 1 month to 1 half a month before the big promotion node. During this period, consumers have begun to "do their homework" in consumption, which is the stage when consumers are most likely to be planted with grass and produce brand preference. First of all, it should be noted that the "warm-up period" of the content-based grass planting transformation path may not be completely synchronized with the warm-up period of the e-commerce platform. Because it takes some time for content precipitation and sound volume accumulation, it is often necessary to lay out in advance. At this stage, in addition to continuing the goal of "continuously brushing the sense of existence" during the grass planting period, it will reach more users. At the same time, we have to complete another goal-test and optimize the conversion rate of notes! This is to maximize the sales and transformation of our content during the period of surge in traffic and demand. 3. The harvest period is about 15 days before the big promotion, which is the final sprint stage of content layout and marketing. Our purpose at this stage is actually very pure, that is, more transformation and trading! So what do you need to do when harvesting? Users in this period need more than just planting grass, but more in-depth planting grass and strategies, such as how to bonus hunter, how to spell the bill, how to buy the most cost-effective and so on. In fact, looking back at these three operational stages, we actually followed the whole decision-making path of "contact-cognition-consumption behavior" of users for a new brand/product. Whether it is daily operation or node sprint, it is inseparable from these three steps to achieve transformation. It is precisely because of the higher consumption enthusiasm of users during the promotion period that the benefits of concentrating resources on "blasting" in a specific time period are higher! 0 1 high conversion rate joint lottery in grass planting period is an important work throughout the whole operation cycle of the enterprise. Only by accumulating a large enough fan base can we get more exposure and let more potential users see us. However, if it is an account that operates from 0, and there are not many fans, how can it be quickly upgraded at low cost? This paper introduces Xiaohongshu's promotion of planting grass and cooperation with other brands to carry out joint lottery activities. Generally speaking, a small lottery ticket with a sample of 1~2 can often bring about 500~3000 powder increase. The specific influencing factors are complex: brand volume basis, target group number, activity planning power, prize attraction and so on. So what exactly should we do? First, choose one of your own products. This suggestion is universal and often used. Through the analysis of user portraits and usage scenarios, we can find the corresponding brand parties for cooperation and negotiation, but there are also several points for attention: when looking for joint brands, we suggest giving priority to those (competitors) whose target users are relatively coincident but do not belong to the same category. This can not only ensure the uniformity of the attracted fans' portraits, but also avoid peer competition. When planning the lucky draw, we might as well imagine that if the same person has a demand for the prizes of this joint lucky draw, then this lucky draw will be very attractive to him and his participation enthusiasm will be higher. Products can be used together. If the categories of the joint lottery can be used together, or directly give users a set of solutions, such activities are also attractive! For example, air fryer with fried chicken semi-finished products; Rice cooker with tremella bird's nest; The bottle sterilizer is equipped with a bottle ... Users can enjoy the function of the product immediately after winning the prize, which is the experience with the strongest happiness and the most easily recognized brand. Brand volume is relatively flat. Some people may find it strange here. Why do you suggest finding a brand with a similar development stage and brand volume? Looking for big brands to use their influence to get more users involved? That's not the promise! The purpose of our joint lottery is to increase brand exposure and attract accurate customers through activities. Although the fans of big brands are basically large, fans who participate in activities are likely to find them, but their own brands have become "pillars" and "supporting roles"! Therefore, only when the two sides are evenly matched can we win fairly. Brand tonality is relatively consistent, which is actually easy to understand. You are a little fresh in literature and art, and he is a bold and unrestrained school. The two different tonalities determine that the aesthetics of the target users are not consistent at first, and the results of the promotion of Xiaohongshu grass will not be ideal at last. Moreover, brand tonality is different, so it is difficult to unify the tone of content or language style. A good alliance should make users feel "natural" and harmonious. Not too many brands. First of all, because there are too many brands, it is difficult to organize, and the early communication is unified and laborious, which is easy to delay the overall progress; In addition, if there are too many brands, the content is limited, and the exposure ratio of a single brand is small, which will reduce publicity and help the family; Moreover, it is easy to spend money without earning eyeballs. Only the winning users are happy, and most participants can't build an impression of the brand. In fact, it is better to gather accurate users in a small area, and at the same time use activities to make brands plant grass, and do a small number of high-frequency activities with users to maintain the activity of corporate accounts and attract new fans. 02 deep interaction-after consolidating fans' powder absorption through lottery, we should also consolidate fans' stickiness and find ways to make them pay attention to us for a long time. This requires users to feel the value of the brand through content. We must maintain a high update frequency, repeatedly appear in front of fans, stimulate interaction through a steady stream of high-quality content, and let users remember us. But what if the brand has just started to promote the little red book grass and lacks the originality of the content? The easiest and quickest way is to reprint UCG content! You can choose the priority reprint with high interactivity and good data feedback. Of course, don't just reprint some "hard and wide" content, because the brand enterprise number has its own "advertising" attribute, and the reprinted content needs "soft implantation" content. For example, choosing dry goods and using experience sharing notes will make users feel that paying attention to you is more meaningful than watching advertisements all day. This is more conducive to the retention of fans. Then don't let the brand look too "cold" during the account operation, and actively interact with fans. You can publish notes on interactive topics, so that users can actively interact with brands; You can also interact with consumers in the message area of your own notes or brand-related notes, which can help brands quickly establish emotional ties with fans. Marketing means-It is not enough for Xiaohongshu to increase the promotion of planting grass only by the system recommendation and the traffic allocated by the platform during the planting period. If we want more traffic exposure, we need French fries and information flow to create a story. This has two advantages: 1. Let notes get more traffic exposure and help brands reach more users; 2. Improve the search ranking of keywords, expose competing products to users before users search, and intercept the traffic of competing products. If you plan to make French fries and information flow, it is recommended to directly choose grass with strong iteration and suitable for brand transformation; If not, you can choose 3~5 published notes with good interactive data to test and find a combination of explosive articles suitable for the brand. Warm-up period The high-conversion gameplay has reached the warm-up period, and the promotion and gameplay of Xiaohongshu planting grass need to be more targeted, because at this stage, most brands' double eleven promotions have basically been released, and brands have officially entered the stage of competing for traffic. At this time, deeper exposure and influence on consumers' minds are needed. 0 1 single product lottery-focus on the exposure that the lottery here is different from the aforementioned brand joint lottery, but an activity initiated by its own brand. There are many reasons available, such as new product experience officer, pet powder welfare and so on. , you can directly point out the benefits and low threshold of the activity and let everyone participate. And if you want to maximize the effect, you can also invest in French fries and information flow to let more potential users participate. The advantage of doing this is not only to consolidate the relationship between fans, but also to provide benefits and opportunities for fans to try out the products, and at the same time to use the heat of notes to help the products grow grass. Here is a small detail about the selection of the lucky draw. There are two directions: either choose the main product with the greatest promotion or choose the product with the best feedback from users. If the former is helpful to the conversion rate, if the latter is, the overall conversion effect will be better, and it is easy to obtain greater exposure and dissemination. 02 Punching activities-Punching activities in the community are similar to lottery, and also provide prizes for participating users, but this kind of play is actually more like using the original fan base of the brand to launch an organized and quality "sharing" on Little Red Book. This promotion method of planting grass in Xiaohongshu is very suitable for the characteristics of UGC content community in Xiaohongshu. Through UGC content spontaneously generated by users, the discussion and transaction volume of brands on the platform are increased, and even a certain scale of communication and planting grass is formed. But what kind of effect can be achieved in the end depends on the basic number of fans and the actual number of participants of the brand enterprise. When publishing content, or calling on fans to publish a buyer's show, join our brand topic (enterprises can apply for a business topic), which can gather discussions and form a brand traffic pool, and also facilitate users to directly click on the topic, see a lot of related content and make consumption decisions. Focus on planting grass-focus on the warm-up period, and the content of planting grass released by the brand should focus on a main explosive. All marketing efforts need to be concentrated to form potential energy. Don't be greedy. Sending a product today and a product tomorrow will only distract users' attention and there is no way to form a deep impression. 04 content optimization-increase conversion. As mentioned in the grass planting period, test the content through marketing tools. In the warm-up period, according to the actual data feedback, further optimize the notes and improve the content conversion rate. Different users pay different attention to a note because of its content. Moreover, it is also to introduce products, and it may be easier to impress users by changing the starting point and changing the words. At this time, the click-through rate and conversion rate of notes are continuously optimized by striving for small batch and high-frequency test content. The content that runs down in this way can be used not only for daily release, but also for people's delivery and subsequent grass planting. High-conversion gameplay in harvest period 0 1 information flow delivery-strong hegemony If a series of actions in grass planting period and warm-up period are done well enough, users' cognition and loyalty to the brand should be basically established, and the most critical harvest period is the climax stage of normal promotion. At this time, the purpose of Xiaohongshu's promotion of planting grass is to "appear in front of consumers faster", which can be his choice. All the tested and optimized notes should be put in more and more strongly at this stage, occupying keywords, adding commodity labels to the notes, minimizing the purchase path and completing closed-loop transactions. Preferential delivery-accelerating harvesting, but users will still hesitate at this stage, and we need some other means to accelerate transformation. The first is the content, the arrangement of "bonus hunter" and "preferential purchase strategy"! This part is the content of users' high-frequency search at this stage, and it can often get higher exposure by publishing it in advance before the big promotion. At the same time, Enterprise began to broadcast big promotion information, such as special offers for users of little red books. This can give users who are only one foot away from the door a reason to place an order, and at the same time, it can also make "old powder" feel the value of the enterprise number and increase the retention of users. Help users "make decisions"-improvement has entered the final sprint stage, how to improve the final transformation? Here is an idea that can promote users to place orders-help users "make decisions"! When users buy products, especially when they are entangled in various products, they are actually thinking about two issues: 1. Does this thing suit me? 2. Can it meet the demand? Many times, what users really consider is not the selling point of the product. What is the difference between these products? The real motivation for users to make choices is whether the products are suitable for me or not, and whether they can solve their own problems! So from this psychological point of view, we hope that users can place orders quickly, so we might as well tell them, "In this case, this demand, my product suits you best, so buy it!" For example, water cups, this category is actually difficult to distinguish, the products on the market are similar, and users are very entangled when choosing. The practice of a brand is to give users several multiple-choice questions, so that users can choose for themselves, and each option corresponds to several cups of their own brand. Through interesting answer forms, users can get the answer that "conforms to their own characteristics" after completing multiple-choice questions, and users are more inclined to choose the one they choose. This is actually a "psychological trap". It does not blindly introduce the selling points of products, but lets you "choose independently" through the form of answering games. But in fact, as long as you participate, you already tend to choose to buy this brand. The only difference is whether you choose to buy product A or product B under this brand. To sum up, in the promotion of Little Red Book and Grass, it is essential to establish brand discourse power and influence consumers' minds in order to realize transformation and harvest. Whether it is daily operation or promotion node, high-quality interesting and valuable content is the carrier for the brand to quickly establish emotional links with users and realize transformation.