The small red book for enterprises to enter the market, and the way to play platform marketing

Xiaohongshu is now developing rapidly, and the number of monthly active users has reached 260 million platform users, from young women dominated, iterated to a balanced distribution of user attributes. Therefore, more and more enterprises began to attach importance to small red books, and have entered to tap dividends.

If an enterprise wants to do a good job in marketing on Little Red Book, it needs to fully understand its marketing methods and tools.

First of all, determine the marketing plan of Little Red Book, so as to achieve a directional and rhythmic marketing of Little Red Book, so as to enhance the influence and popularity of the enterprise brand.

Then, layout enterprise brand sites, grass planting promotion, paid advertising and other ways, from content exposure to traffic acquisition, to traffic precipitation transformation, to achieve marketing closed-loop and form brand effect.

Next, we combed the operation process of Little Red Book from the whole set of marketing ideas.

The first step is to build the enterprise brand site

Enterprises must have their own enterprise number in Little Red Book to display enterprise brand information, and enterprise number is also the best window for enterprises to communicate with customers, and is the main way for enterprises to settle and transform their flow.

1. When building an enterprise number, ensure that your enterprise meets the relevant requirements and policies of Little Red Book, understand the rules, target audience and positioning of Little Red Book, complete the enterprise blue V certification, establish official endorsement, and attract target users.

2. A clear strategy and content plan should be formulated for the operation of the Enterprise. According to your brand characteristics, target audience and market demand, develop a targeted content strategy to ensure that your published content can attract and retain users. In terms of copywriting and design, convey the brand concept in clear and concise language, and combine attractive pictures and videos to convey product features and user experience.

3. Enterprise account operation also needs to actively interact with users and respond to users' messages and comments in a timely manner. Through communication with users, understand their needs and opinions, so as to better adjust your content and services and improve the user experience.

4. It is also necessary to regularly review the enterprise information, case and product information of the account to ensure that they are consistent with the brand image and market demand. At the same time, according to user feedback and data analysis results, the content is adjusted and optimized to improve user participation and stickiness.

Step 2: Cooperate with bloggers to promote grass planting

It is also very necessary for enterprises to choose to cooperate with small red book bloggers to grow grass. First of all, the promotion of "Daren Grass Planting" can effectively enhance brand exposure. Secondly, the promotion of "Daren Grass Planting" can also accurately channel the enterprise number and improve the sales volume of products. In addition, the promotion of "Daren Grass Planting" can also help enterprises and consumers establish closer ties.

The operation process of Daren grass planting is as follows:

1. Plan grass planting scheme: develop a promotion plan, including content planning for article creation, video shooting, photos, etc., as well as the promotion cycle and operation data plan.

2. Screening suitable bloggers: conduct a round of blogger screening according to the needs of the brand and the portrait of the target user, and then conduct a second round of blogger screening based on the number of fans, content quality, social influence and other factors of the blogger.

3. Negotiation and cooperation content: enterprises and bloggers should fully communicate the content of publicity, and determine the cooperation mode, time, remuneration and other details.

4. Content created by the blogger: the blogger starts to create promotion content according to the determined promotion plan and requirements. This may include publishing articles, videos, pictures, etc. on the Little Red Book, sharing product experience, brand stories, purchase links, etc.

5. Enterprise review and release: After the blogger has completed the content creation, he will submit it to the enterprise for review. After the review is correct, the blogger will publish and maintain notes for interaction.

6. Promotion effect monitoring: Keep tracking and monitoring the promotion effect of bloggers, including exposure, interaction, sales conversion rate, etc. The monitoring results will help the brand evaluate the cooperation effect.

7. Data analysis and adjustment: according to the analysis of notes data, optimize the promotion strategy and content display mode, so as to improve the grass planting operation upgrade and steadily enhance the publicity effect.

Step 3: Xiaohongshu advertising

1. Information flow advertisement

The biggest role of information flow advertising is to scale up high-quality content, turn the previous probabilistic explosive into a practical and operational deterministic choice, and form a quantifiable delivery standard.

The information flow usually appears on the discovery page of the Little Red Book. When launching, the user's gender, age, region, interest and other tags can be directed. The advertisement appears 6+10n positions such as bit 6, 16, 26 of the "discovery page".

2. Advertising of French fries

French fries is another content promotion tool. It pushes notes to the people most related to the content. The logic of French fries is that one user will be exposed Three times, the user who has read is not exposed.

There are two kinds of French fries, one is content heating, and the other is marketing promotion. The exposure path and presentation method between the two are exactly the same, but the difference is that their purposes are different.

The content heating can only aim at the exposure of notes, that is to say, it can only aim at increasing popularity, liking and interaction, without any commercial marketing purpose. If any, it will be rejected at the review stage. Marketing promotion is for the purpose of commercial marketing, and notes with potato store products can also be submitted.

3. Search advertising

Search promotion needs to set keywords, similar to the Taobao Express, select keywords in the background, and then target the crowd, appearing on the search page Three bit, 13 bit, 23 bit and other 3+10n locations are characterized by smaller exposure than information flow, and higher click price than information flow. However, because users actively generate search demand, the demand will be more accurate.

4. Open screen advertisement

The first visual exposure of APP strengthens brand recognition and deepens brand impression.

5. Flame topic advertisement

The search presets the focus position of the page to attract brand publicity, which is equivalent to the logic of microblog hot search.

Xiaohongshu marketing promotion, select Xingtian Derun

Xingtian Derun has a professional small red book operation team to plan an exclusive promotion plan according to your corporate brand positioning and publicity effect needs. Professional team service, more effective, clear operation execution, promotion rhythm and effective data.

Whether from brand image building, content production, advertising, grass planting and promotion, Xingtian Derun will start from the actual situation of the enterprise, operate the whole case, provide full service, and present all-round effects, so as to help the enterprise achieve marketing upgrading in Little Red Book.