Mistaken Ideas and Suggestions on Growing Grass in Xiaohongshu

At present, the concept of planting grass in Xiaohongshu has developed to a new height:

First "Everything can grow grass" , the scope of grass planting has been expanded, and different categories and scenes have been overlapped;

The second is Xiaohongshu planting grass and "H2H" marketing is deeply connected, and Xiaohongshu grass planting is well practiced“ people oriented ”、“ Taking value co creation as the goal ”、“ Digitalization promotes diversity and connectivity ”Three characteristics of H2H marketing;

Finally, it further upgraded Xiaohongshu's grass planting “ Openness and connectivity ”Features, using commercial products to add wings to the "community", reshaping the brand People, goods and markets The understanding order and kinetic energy model of the three elements.

In Little Red Book "Everything can be planted with grass". It is not that a certain category or brand has the opportunity to go out of the circle from a small red book, but Any product and category has the opportunity to grow through planting grass in Little Red Book 。

Therefore, the important thing is how the brand finds these needs in Little Red Book and then meets them. As long as it's solved The key link of "finding demand and meeting demand" means that no matter what industry or commodity is, it can spread out through the precise core population, and business growth is therefore assured.

Most people know the form of grass planting and the importance of grass planting for marketing. However, there are many details and misunderstandings in the planning and implementation of grass planting, which may not be clear to some people. Now, let's sort out what should be paid attention to in grass planting operation and how to achieve effective grass planting.

Common mistakes of enterprise brand grass planting:

① Unclear product positioning The crowd, selling points and scenarios related to the product were not analyzed, and the grass planting notes only introduced the product, which led to serious homogenization of notes and low conversion rate.

② When planting grass, The content is too complicated and there is no prominent selling point Various functions, effects, ingredients, etc. make users look like they are reading the manual. The more such notes are, the worse the effect is.

③ Grass planting notes did not capture the pain points of users and did not experience the scene, Cannot resonate with users.

④  Fan only theory It is customary to think that the data of middle and top talent is good, and they must have greater influence. However, the actual situation is not absolute. For example, Which data performs better for the top 10 thousand quotation (5W reading) or 500 quotation (5K reading)? As far as CPM is concerned, the quotation of 500 is definitely more valuable.

⑤  Irregular planting rhythm , only do it at a node. What we need to understand is that the product exposure and grass planting should be continuous, and most users will not complete their consumption behavior through one grass planting. If it is intermittent exposure, it is difficult to reach consumers many times, and transformation is difficult to improve.

⑥  The content of notes is fixed and not innovative enough . You should know that the content is open. If there is no support from the product, one-way content will be easily imitated by competitors. Once the content homogenization occurs, the conversion rate of notes will certainly decline. In addition, content is time sensitive and repetitive. Users may not even have the desire to click, let alone precipitate and transform.

⑦ Comparing grass planting with direct seeding, Just want to see the sales volume increase rapidly . Understandably, the brand side spent money and certainly hoped to see instant output. However, the effect of grass planting is not only sales, but also includes brand word search, product word search, visits, and number of additional buyers. These are indicators to measure whether grass planting is effective. In addition, grass planting does not play the same role as live broadcast in real-time promotion. It forms orders through price. Grass planting exerts a subtle influence on consumers, so the short-term effect is not obvious. However, the brand effect brought by grass planting cannot be realized by live broadcast.

How to effectively plant grass for enterprise brand:

① Analyze the underlying logic of the content, and identify the product positioning, crowd, scene, etc

Many enterprise brands will think that planting grass for content is to find a bunch of experts and then promote their products. If the effect is not good, it is considered to be a problem of talent. In fact, before planting grass, the brand side needs to do a good job in basic work, otherwise it will have a bad effect.

First of all, clarify what the product positioning is, focus on what the selling points are, what the difference is from competitors, and what kind of feeling and influence consumers hope to get from planting grass.

Then, subdivide the target population, especially for new brands. The more refined the user's portrait is, the better the grass planting effect will be. On the basis of large categories (gender, age, occupation, region, etc.), identify the core users of their products, such as occupation, and focus on entrepreneurs, who can continue to focus on Internet entrepreneurship. In this way, in the market competition, it is easier to distinguish competing products and achieve high conversion rate of grass planting.

Secondly, the use scenarios of the product should be simulated comprehensively. Different scenarios can touch different users and give them a sense of empathy. For example, facial masks have similar effects, such as moisturizing and whitening, but different scenes will give users a sense of empathy. For example, scenes can be outdoors, in a certain season, or on business trips. It is more suitable for users' use scenarios, and the grass planting effect will definitely be greatly improved.

② The selling points of the product should be refined into simple colloquialism

The so-called colloquialism is a script that everyone can understand instantly, so that consumers can quickly understand what benefits can be obtained after purchasing products. For example, for mattresses, product language: no spring, good support; user language: relaxed waist, good sleep; Another example is children's clothing. Product language: full elasticity, quality cotton, user language: soft and skin friendly, not allergic. Therefore, in terms of product selling points, we should learn to translate language expression according to the crowd, find the pain points of users, and find altruism. Only in this way can we write grass planting notes to better impress consumers.

③ Grass planting should be planned and rhythmic, and budget allocation should be reasonable

In the distribution layout of talent, we should follow the release plan of small and medium-sized talent as the main, middle and top talent as the auxiliary, and plain account as the cooperation. Enhance potential customers' trust in brand products through the dissemination of personal notes; Build endorsement effect for the brand with the professional content and perspective of the top talent; Let small and medium-sized talents realize grass planting effect, let customers identify with products, and complete consumption behavior.

The grass planting rhythm can be determined according to the brand marketing needs, but it must be continuous operation. Every day, every consumer will be touched by a large number of notes of Little Red Book. If there is no quantitative change, there will be no qualitative change. Therefore, in terms of launch, the notes must also reach users continuously.

④ The quality of notes is very important

The attraction and value of content are the key points that trigger users' likes, collections, comments and other behaviors when they brush notes, so the quality of content plays a decisive role. So what kind of grass planting content is good? The core is two points: information gap and altruism.

Fresh things will arouse the curiosity of consumers, such as the iteration of washing powder to washing liquid and washing beads. Fresh concepts will always bring new marketing and new consumer groups. In the notes, it is better to talk about efficacy than experience, such as women's drinks. No amount of popular science in the content is as attractive as the real drinking experience. Therefore, we must say something that everyone does not know about in our notes TA is favorable.

⑤ The details of operation execution should be in place

First, the selection of talent, the priority of data reference, the number of interactions should be higher than the number of fans, and the interactive comments should be spot checked to analyze whether they are true and positive. Moreover, the title and the first picture of notes should keep pace with the times and conform to the current content trend. If they are not attractive, the best text will be buried. Finally, remember that the notes should not be piled with words, but should be segmented, with emoticons, and easy to read, so as to bring good data.

Excellent execution team and rich operation experience are required for the layout of small red book marketing and grass planting promotion. 【 Xingtian Derun] In the marketing direction of Little Red Book, it customizes special programs for brand characteristics, professional team services, data operation analysis, massive high-quality talent resources, guarantees the promotion and publicity effect of brand products, and helps the enterprise expand its market, upgrade its brand, and improve its business.