Little Red Book Talent Marketing Strategy Guide!

1. Daren can enhance brand endorsement and narrow the distance with users. According to the number and influence of fans, Xiaohongshu talent can be divided into head talent, middle waist talent and junior talent. These kols use their influence to share grass planting and transmit values on the platform. Due to the high activity and high quality of users of Little Red Books, Daren can promote the planting and transformation of brands while interacting with fans, thus realizing commercial realization. Brand selection and cooperation with Daren can not only enhance the brand's popularity and influence, but also interact and communicate with users through the bridge built by Daren, thus narrowing the distance with users. Users will take further actions according to their personal consumption preferences and their love and trust in the bloggers they care about. 2. Talent cooperation * * * creates content to help brands express themselves better. In addition to creating brand content through official accounts, brands can also create content through cooperation with KOL or KOCs. Daren released notes on brand cooperation in planting grass on the platform of Little Red Book, which was recognized and supported by the brand. When the brand decides to cooperate with Daren, it will communicate with bloggers on its own brand concept, consumption concept, product characteristics, product core selling points and other issues. Therefore, the brand cooperation notes that users see in Little Red Book are deeply linked with users through Daren, and Daren also helps brands to express and publicize better through their account types and advantages. Four steps of talent marketing: step 1 brand positioning step 2 selling point delivery step 3 depth * * * creation step 4 traffic boost 1. Brand positioning is the basis and key of marketing. How to position the brand and avoid ineffective marketing? Understand the core users of the brand, such as user attributes, user groups, urban distribution, consumption power, etc. In-depth insight into the market, find out the brand itself, and find a good industry benchmark. Only by knowing ourselves and ourselves can we accurately cover the target customers, achieve the marketing objectives more efficiently and keenly capture the market trends. 2. Selling points: What kind of selling points do users think are more attractive than brands? Some official notes of brands have a lot of technical terms that are difficult to understand, or they are piled up with all kinds of information and have no focus. Notes don't need to be big and complete, but they must be convincing. In other words, say something that is easy for users to understand. Whether it is Little Red Book or Tik Tok, users are actually more willing to be recommended than promoted. I believe everyone has many similar experiences. When you enter a clothing store, if the clerk keeps recommending the products in the store, you will turn away if you were originally interested in clothes. Because this era is no longer an era of strong selling and strong buying, we need to provide appropriate recommendations while understanding customer needs. The selling point conveys the most important point of truth and nature. Only by real sharing can we get closer to our customers. The activities that the brand can carry out in Xiaohongshu: new product experience officer, new product trial, talent cooperation, good things sharing, etc. The following two methods can be adopted: l crowd matching method: related talents, interested talents and related talents radiate from the inside out, affecting more people; L scene collection method: the brand can divide the target customers into different circles according to the user's usage scenes and user needs, and combine the most suitable bloggers in each circle to help the brand expand its exposure. 3. Deep * * * creation: the driving force for new product creation; Mature products must be broken, and the brand will be younger. Brands can amplify the selling points of products and deepen the image of users through a variety of high-quality content forms. Various content forms that can be used: evaluation, tutorial, sharing, professional science popularization, Vlog, etc. Convey different value points: lVlog conveys life ideas and attitudes; L professional popular science forms increase the trust of products; L various scenes are displayed to continuously strengthen product memory points; Brands such as work, daily life, travel, business trip, living alone, afternoon tea, etc. Can combine the positive and negative feedback of users, optimize iterative products, enhance product strength and enrich product lines; You can also expand new people, build new scenes and establish a new image. 4. Traffic boost: the value of business traffic, information flow advertisements and small red book notes in search advertisements: the situation of small red book notes: the notes reached the first small peak within 48 hours, and the longer they were published, the less the exposure opportunities of the notes were. After the notes were online for 7 days, the traffic dropped significantly, and after 30 days, there was no information flow detection, which was only passively triggered at the search end. Therefore, brand-side business notes need business traffic blessing to extend the exposure period of notes. How can brands make high-quality content visible to more users: 1. Business cooperation with talents through dandelion platform II. Information flow advertising-let high-quality notes be fully exposed and reach more users 3. Search advertising-targeting customers who are willing to spend, promoting accurate conversion, keyword slots, keyword settings, keyword optimization examples: expanding scene words (emotional copy, bathtub photo, emotional photo, bathroom, good thing recommendation). Grasp the core words (pearl shower gel, peach shower gel) and penetrate the category words (shower gel, skin brightening shower gel, moisturizing shower gel, whitening shower gel, moisturizing shower gel, deep cleansing shower gel, and fading fine lines shower gel).