Performance increased by 5%! Double eleven small red books should be played like this to promote grass planting.

It is estimated that the 599-word reading of this article will be "Double Eleven Promotion" in 3 minutes. Recently, many brand owners are enthusiastic about launching, and Zhenyuan Marketing is also busy. Every day, they are planning and implementing the brand launch, helping everyone to lay out as early as possible, so as to get more exposure and transformation during the promotion period. Because of the special nature of the little red book platform, it is often necessary to "plant" the content in advance and gradually harvest it through the operation rhythm. What I want to remind you here is that if you want to maximize the achievements of the promotion of small red books and grass, it is not enough to rely solely on talents, and the operation of Enterprise must not be ignored! Especially the double eleven, a big promotion node, all major brands are rushing to grab traffic and grab the market. Whoever does better marketing can get more gains. While I'm doing a good job of putting in talent, I often can reach 1+1> The role of 2! Today, let's discuss how to achieve a better promotion effect of planting grass in Xiaohongshu through Enterprise! What is the function of brand enterprise number? There are many brand owners who have a misunderstanding when doing marketing of little red books-"I think it's ok just to put the talents in well, and it's not only tiring but also poor traffic to make their own accounts." However, this is not the case. Brand Enterprise is a base of the brand on the platform, and its role is far more important than everyone thinks. Without the launch of Enterprise, it is often difficult to precipitate brand assets, which is unfavorable for long-term development. So what are the functions of the Enterprise? 1 transmitting the dynamic image of the enterprise number is equivalent to an information export of the brand in the little red book, and transmitting the brand dynamics is the basic function. For example, the brand's new products, joint names, official spokespersons, etc., all of which can be passed on to consumers through the enterprise number, and have never been publicized and exposed for the brand. In addition, we often say that planting grass in Xiaohongshu can achieve the effect of "integration of quality and efficiency", because in addition to harvesting and transformation, Enterprise can also help us pass on brand ideas and establish brand tonality. The brand image mentioned here is not simply sending some brand dynamics and product information. These things are more like "resumes", and there is no way to impress consumers deeply enough. If you want users to really remember you, you need to communicate! Corresponding to the operation of Enterprise, it is content selection, language style and design style. For example, the following picture 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 we make the little red book enterprise, what design style we have and what way we speak will directly affect the impression of the brand in the hearts of users. 2 Increasing User Stickiness As a UGC content community, Little Red Book has strong social attributes, so the communication and interaction between brands and users is particularly important. There are many official numbers that are on fire because of "playing", which attracts users' attention and brings exposure to the brand. For example, Panpan rose 3, yuan overnight, and the hometown chicken was out of the circle. These enterprise numbers did not simply regard the account as a job to convey official information, but made 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 and beautiful" brand. 3 Complete the drainage and transaction Now the business closed loop of Xiaohongshu is becoming more and more perfect, and the link between Enterprise and the store is completely opened, which can be seamlessly connected to the store through the content of Enterprise to complete the transformation! Moreover, by adding commodity labels to the notes, users can directly jump to buy by clicking the labels, which greatly shortens the conversion 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. 4 Public opinion guides the small red book to plant grass, which is essentially a word-of-mouth marketing, so it is very important for users to praise the brand/product. 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, while 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 a good impression from passers-by. For example, before the food problem in the offline store of Laoxiang Chicken appeared negative public opinion, it was through the sincere statement of Enterprise that the brand image was restored. The last point of filing notes and information flow delivery is the paid flow of Little Red Book. Whether filing notes or information flow advertisements, search advertisements, open-screen advertisements and other marketing tools, you must have the enterprise number, including the newly updated conversion components of the platform, and you also need to file notes before you can use them. Enterprise Strategy on the Eve of Double Eleven We can roughly divide the operation of 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 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 one month to one and a half months before the big promotion node. During this period, consumers have begun to "do their homework" in consumption, which is the stage where consumers are most likely to be planted with grass and produce brand preferences. First of all, it should be stated that the "warm-up period" based on 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 for the purpose of maximizing 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 transformations and transactions! So what do you need to do at harvest time? Users in this period need more than just planting grass, but more in-depth planting of 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 stages of operation, we actually followed the whole decision-making path of users' "contact-cognition-consumption behavior" for a new brand/product. Whether it is daily operation or node sprint, it is inseparable from these three steps to achieve transformation. Just because the consumption enthusiasm of users is higher during the promotion period, the benefits of concentrating resources on "blasting" in a specific time period are higher! High-conversion method in grass planting period 1 joint lottery-it is an important task throughout the whole operation cycle of Enterprise. Only by accumulating a large enough fan base can we gain greater exposure and let more potential users see us. However, if it is an account that operates from , and there are not many fans, how can it be quickly increased at low cost? Here, we introduce a little red book to promote grass planting, and cooperate with other brands to carry out joint lottery activities. Generally speaking, a small lottery with 1~2 samples can often bring about a powder increase of 5~3. The specific influencing factors are more complicated: the basis of brand volume, the number of target groups, the planning power of activities, the attractiveness of prizes and so on. So what exactly should we do? First of all, choose one from your own products. The suggestion is universal and frequently 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, it is recommended to give priority to those whose target users are relatively overlapping but do not belong to the same category (competitors). This will not only ensure the unity of the attracted fan 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 the enthusiasm for participation 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, the air fryer is equipped with fried chicken semi-finished products; Electric cooker with white fungus bird's nest; The bottle sterilizer is equipped with a bottle ..... Users can enjoy the functions of the product immediately after winning the prize, which is the strongest experience of happiness and the easiest to recognize the brand. The brand sound volume is relatively flat. Some people may feel strange here. Why do you suggest finding a brand with similar development stage and brand sound volume? Find a big brand to borrow its influence, so that more users are involved? Promise is not the case! 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, the fans who participated in the activities are likely to go to them, but their own brands have become a "topping" and a "supporting role"! Therefore, only when the two partners are evenly matched can we win fairly. The brand tonality is relatively consistent, which is actually very easy to understand. You are a little fresh in literature and art, and he is a grounded and unrestrained school. Two different tonality determines that the aesthetics of the target users are not consistent at first, and finally the results of the promotion of Xiaohongshu grass will not be ideal. Moreover, brand tonality is different, and it is difficult to unify the tone of content or language style. A good alliance should make users feel "natural" and harmonious. There should not be too many brands. First of all, because there are too many brands, it is more difficult to organize, and the early communication and unification are laborious, which is easy to delay the overall progress; In addition, if there are too many brands, the content will be limited, and the exposure ratio of a single brand will be small, which will reduce the publicity and help to the family; Moreover, it is easy to spend money without earning eyeballs. Only users who win prizes are happy, and most participants can't establish an impression on the brand. In fact, it is not as good as gathering accurate users in a small scale, and at the same time, using activities to make brands grow grass, and doing activities with users in a small amount and with high frequency to maintain the activity of corporate accounts and the enthusiasm of attracting new fans. 2 deep interaction-after consolidating fans' powder absorption through the lottery, it is necessary to 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, and stimulate interaction through a steady stream of high-quality content, so that users can remember us. But what if the brand has just started to promote small red books and grass, and lacks the originality of content? The easiest and fastest way is to reprint UCG content! You can choose the ones with high interaction and good data feedback for priority reprinting. Of course, don't just reprint some of the "hard and wide" content, because the brand enterprise number comes with the attribute of "advertising", and the reprinted content needs "soft implantation" content. For example, choosing dry goods, using experience sharing and other notes will make users feel that it is meaningful to pay attention to you instead of seeing advertisements all day. This is more conducive to the retention of fans. Then don't let the brand appear too "cold" in the process of 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 communicate and interact with consumers in the message area of your own notes or brand-related notes, which can help brands quickly establish emotional links with fans. 3 Marketing Tools-It is not enough to increase the promotion of planting grass in Xiaohongshu during the grass planting period only by the system recommendation and the traffic allocated by the platform. If we want more traffic exposure, we need French fries and information flow to create a story. This has two advantages: 1. Let the notes get more traffic exposure and help the brand reach more users; 2. Increase the search ranking of keywords, expose them in front of users before competing products when 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 that is iterative 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. During the warm-up period, the high-conversion play has reached the warm-up period, and the promotion and play of Xiaohongshu's grass planting needs 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. 1 Single Product Lottery-Focus on exposure The lottery here is different from the aforementioned brand joint lottery, but an activity initiated by your own brand. There are many reasons available, such as new product experience officer, pet powder welfare, etc., which 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, so that more potential users can participate. The advantage of doing this is not only to consolidate the fan relationship, but also to provide fans with benefits and opportunities to try out the products, and at the same time, to use the heat of notes to help the products grow grass. Here's a small detail, which is about the selection of lucky draw. There are two directions: either choose the main product with the strongest 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. 2 Punching activities-Punching activities in the community are similar to lottery, and also provide prizes to 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 little red book grass planting promotion style is very suitable for the characteristics of the small red book UGC content community, which increases the discussion and volume of the brand on the platform through the spontaneous UGC content produced by users, and even forms a certain scale of communication and grass planting. However, what kind of effect can be achieved in the end depends on the basic number of fans of the brand enterprise and the actual number of participants. When publishing content, or calling on fans to publish a buyer's show, add our brand topic (Enterprise can apply for a business topic), which can gather discussions and form a brand flow pool, and also facilitate users to directly click on the topic, see a lot of related content and make consumption decisions. Concentrate on planting grass-focus on the pre-heating period, and the content of planting grass released by the brand should focus on a main explosive product. All marketing efforts need to be concentrated to form potential energy. Don't be greedy. Send a product today and a product tomorrow, which will only distract the user's attention and there is no way to form a deep impression. 4 Content Optimization —— Increase the conversion. As mentioned in the grass planting period, test the content through marketing tools. In the warm-up period, further optimize the notes and improve the conversion rate of the content according to the actual data feedback. Because of the content of a note, different users pay different attention to it. And the same is to introduce products, it may be easier to impress users by changing a starting point and changing a speech. at this time