How to do a good job in the operation and promotion of Little Red Book and share the operation skills of Little Red Book.

Xiaohongshu has become more and more popular in recent years, especially in the field of maternal and child beauty, and it has become a battleground for many brands. Below, Luoxi Love Encyclopedia Network will share the promotion and operation skills of Xiaohongshu from the following points and teach you how to do a good job in the operation and promotion of Xiaohongshu. Operation and promotion of xiaohongshu 1 The marketing value of Little Red Book 2. Little Red Book 3 is difficult to operate. How to do a good job in the operation and promotion of Little Red Book 4? Xiaohongshu 1 How to find a reliable operating company? The marketing value of Xiaohongshu: a popular stalk before: start-up brands. Want to blow its popularity on the Internet, the first choice is to write 1000 amateur notes in Xiaohongshu, and then find hundreds of thousands of pink Xiaohongshu talents to promote the brand. The means of publicity and promotion is simple and rude, but sometimes it is also a practical and effective way. To some extent, this stalk reveals the value of Xiaohongshu's grass planting promotion in brand marketing, starting from social attributes, enhancing brand awareness and reaching target users. But this stalk only stays in the early marketing stage of the extensive operation of Xiaohongshu in the past. Now the operation and promotion of Xiaohongshu has already entered the stage of refined operation, and the acquisition of accurate traffic has increasingly become the main goal of our operation of Xiaohongshu (of course, the premise is to have a certain brand awareness and quality product base). In addition, it is easy to be overlooked that we have always emphasized the closed loop of marketing, so how to do the last link, that is, the consumer's recommendation repurchase? The transformation path for users is generally to understand the industry (if I need to buy a skin cream, I will definitely check the knowledge of skin cream first), and compare and understand the brands (which brands of skin cream are available, which brands are recommended, and the marketing value of Xiaohongshu grass planting begins to appear at this time), and understand the products (instructions for use, suitable skin types, etc.). ), as well as buying products (except traditional offline stores, electric stores, emerging delivery platforms, little red books). The platform of Little Red Book plays an important role as a traffic platform in this link. Due to the nature and social attributes of the platform, it is not surprising that users can see more information about planting grass in it. Believe it or not, if you see a big V brand in Zhihu, your first reaction must be advertising marketing, but in Little Red Book, we may become relatively less "rational"). So to sum up, the marketing value of Xiaohongshu is to enhance brand awareness; The second is to form closed-loop marketing to promote repeated purchase and recommended purchase. Second, the difficulties in the operation of Xiaohongshu There are too many difficulties in the operation of Xiaohongshu. The official account has no content that can be continuously output every day. I can't find the right person to promote grass planting products, and I don't know how to interact with fans. I was too blunt when I promoted the brand, and I didn't know what users and fans liked. If you casually ask a pusher who hasn't been operating Xiaohongshu for a long time, she will definitely list more operational difficulties than the above. The stage that the operation of Xiaohongshu needs to go through can be said to be an interesting process of "looking at mountains in the past, then looking at mountains instead of mountains, and then looking at mountains again". In fact, when you have gone through many detours, the operational difficulties of Xiaohongshu can be mainly summarized into the following two categories. 1. In the era of content mobile traffic, quality products are the foundation. Besides, it is certainly not an exaggeration for us to say that "content is king". For Xiaohongshu, a content platform that pays more attention to UGC, content is more important. As mentioned above, Xiaohongshu has the natural property of planting grass, which makes it easier for users to accept the above marketing promotion. However, smart consumers are not all "silly and sweet", and users will also accept planting grass by filtering. Only the grass-planted content that touches users is the truly effective content output. Content output can be summarized into three aspects: first, brand promotion, brand and product answer, activity promotion, product use introduction, etc. Officially speaking; Second, natural users share product experiences and feelings from the perspective of use (including amateurs and KOL); The third is the interactive content between the brand and fans, mainly managing the comments and private messages of fans and users on a daily basis, and establishing a good brand image. (We also think this part is an important part of content output). The official angle is mainly the output of the official account content of the brand. The reason why it is difficult for operators to output the contents of official accounts is often that their thinking is limited to the brand itself and they ignore the "industry" attribute. For example, if your brand is a toy, if the content you output every day is how good our toy brand is, users will naturally get bored after reading it for a long time, and copywriters will feel trapped in the creative dilemma, and they will edit and re-edit these contents every day. And if you stand in the perspective of the industry and analyze the attributes of your target users, that is, the characteristics of Ma Bao, in addition to promoting brands, you should output more articles about children's toys, such as the relationship between the choice of toys and children's personality, such as how to better protect safety and hygiene when children play with toys, etc. These are actually the concerns of your target users. Therefore, the editing of official account content must not be limited to the brand itself, so as not to fall into the dilemma of empty and rigid content, but also to enhance users' goodwill and attract users' attention. Secondly, multi-brand official accounts must share more practical dry goods. In addition to introducing our product descriptions, if we are a beauty brand, we should also share more practical knowledge about makeup, as well as other categories. Content output from the perspective of natural users is mainly to share their experiences from the perspective of real users. Perhaps people who know nothing about the marketing of Xiaohongshu will think that planting grass on it is spontaneous by users; People who are familiar with the marketing of Xiaohongshu will think that planting grass on it is actually a soft promotion made by merchants. From the brand point of view, it is definitely necessary to spend money to find some amateurs and talents to do soft promotion in the early stage, and hope that more natural users will share grass spontaneously in the later stage. At present, there are also many MCN institutions, which have signed many experts in Little Red Books, but the quotations are relatively expensive (one is that Little Red Books need to be paid for filing, and the other is that the MCN structure itself needs to be profitable). Brands with adequate budgets can consider putting in such experts. The advantage is that they don't have to worry that the notes are judged as advertisements by Xiaohongshu. The disadvantage is that the notes will also show that they are in cooperation with a certain brand, and users will know at a glance that it is an obvious advertising promotion. In addition, you can also cooperate with Daren through a team that specializes in operating Xiaohongshu, soft implant brand information in Daren's pictures and videos, and plant grass to recommend brands. In addition to being soft enough, the content should also avoid some minefields in Xiaohongshu. Finally, we should remember that the purpose of the soft text promotion we spend money on is to drive real users to share the brand of planting grass spontaneously. Therefore, the most important principle in the early stage of content output is "truthfulness", and you can tell the experience of your product from the perspective of objective users (besides telling the advantages of the product, you can also mention some defects appropriately, of course, the mentioned defects should be irrelevant at any time), so that planting grass characters will give other natural users a more realistic and objective feeling, thus driving them to follow suit. User interaction may be easily overlooked by most small red book operations. As mentioned above, whether you are running an official account or planting grass in Xiaohongshu, you should guide real users to share planting grass. Therefore, in daily life, we must pay attention to replying to fans' private letters and comments in time, and guide a good brand discussion atmosphere in the little red book. In addition, whether it is a talent or an amateur, if it is a soft text and grass planting promotion, you can consider interacting with @ brand appropriately to attract other real users to participate in the interaction. 2. Posts As mentioned above, the marketing promotion posts of Xiaohongshu are mainly official brand operation, talent promotion and amateur promotion. Many brands always can't tell where their focus should be. See if the points summarized below are helpful to you. A: No matter what stage the brand is in, we want to promote it on Little Red Book first, and the official account operation must be the first task. Fans who eventually settle in the official account will have more marketing value than other channels. B: For the brand "Xinxing" in Little Red Book, it is suggested that the official brand account be operated and promoted by a small number of talents. Since the brand in the initial stage has not accumulated and precipitated in the little red book, we must first operate and promote the official account. At the same time, we can cooperate with some talented people with the same tonality, share the brand and use feelings, and actively interact with the brand. C: Little Red Book has a certain brand awareness. It is suggested that the official brand account operation+appropriate talent promotion+certain amateur promotion. At this point, the brand has opened a certain popularity. For users, seeing that many amateur brands are also planting grass brands will be more inclined to have such a cognition that brands have entered the daily lives of many ordinary users and will not appear abrupt. With the promotion of Daren's planting grass and the regular operation of official brand accounts (it is recommended to watch it every day, or at least once every two days), users will be more likely to have a deep impression on the brand. Third, how to do a good job in the operation and promotion of Little Red Book. We can basically write a book from beginning to end. The following are some important suggestions or basic suggestions for Xiaobai: First, form a good team, equipped with professionals, and perform their duties. Ensure that the official account is managed by a special person every day, and can reply to all kinds of comments and private letters in time; There are professional copywriters and mito editors to ensure the continuous output of original pictures or videos; Have professional business communication, and be able to find suitable talents or amateurs to cooperate. These are the basic work of the operation of Xiaohongshu. You must assign your work well in the early stage before you can "run" in the later stage. Second, be familiar with the rules of the little red book and don't do anything that violates the rules of the little red book. Every platform has its own rules. As the official account of the brand, it should not be restricted because of violation. Third, the copy must be original! The title of the copy must think of keywords before it is attractive! The topic is very important! The picture must be original! The picture must look good! The vertical version of the picture ratio is generally 4:3! The video must be original, and the subtitles must avoid minefields. These are all things that editors should know. Fourth, first consider how to help your target customers, what they care about most and what dry goods they need, instead of blindly exporting brands. Fifth, emotional drive is very important. No matter the marketing activities planned by Xiaohongshu, the first consideration is how to drive users' emotions. Brand products are always unique, so we should seize this point, use this point to drive users to pay attention to this special point, and stimulate natural users to participate in discussion and sharing spontaneously, as long as it is not negative information, that will do. Sixth, data analysis and monitoring are more important! ! If you spend tens of thousands of dollars to find a talented person to plant grass, and then wait for the praise and comments from users after planting grass, without any guidance and without caring about the "small eyes" data of talents in the background, then basically this money is wasted. The most important thing for Xiaohongshu is to give proper guidance in the early stage. If possible, you can also promote French fries, monitor the reading data in the background in time, make some comments and interactions in Zan and Tibet appropriately, and guide real natural users to participate in the discussion. Fourth, how to find a reliable small red book agency operation company There are many companies doing small red book agency operation on the market at present, but there are not many companies that can really increase fan users and improve brand awareness from a brand perspective. In looking for a small red book operating company, we can mainly consider the following points. First, the copywriting planning and editing ability of the operating company, as mentioned above, content is king, and all the operations of Xiaohongshu are carried out around content, so the copywriting planning ability of the operating company is the most important. Second, the service response speed. In the process of agency operation, there may always be unexpected situations and demands, which need the cooperation of the agency operation company. The response speed of their service determines whether we can grasp marketing opportunities well every time. Third, in the past service cases, the simplest one is to directly ask the operating company for the brands they have operated before, and directly look them up in Little Red Book to know their operational capabilities. Above, I hope to help the partners who have doubts about the promotion and operation of Xiaohongshu. Of course, having said so much, we still have to make an advertisement in the end. As mentioned above, the ultimate goal of a brand is to promote and acquire users.