Little Red Book, as a popular grass planting platform, almost runs through the whole process of planting, decision-making and weeding, which has a considerable impact on the consumption behavior of platform users. It is a common sense to enter Little Red Book for promotion now, so how should brands at different stages play the marketing of Little Red Book? Today, Zhenyuan Marketing will talk to you about the brand promotion of Xiaohongshu, which will be dismantled one by one through three stages: brand building, talent delivery and paid traffic. * Image source-Xiaohongshu 0 1/ Brand image Building a brand image is a huge undertaking that needs to be accumulated over time, not to say that a "circle fire" marketing can be done once and for all. However, it takes enough time to precipitate and subtly occupy the user's mind. In the environment of Little Red Book, in addition to investing talents to increase the exposure of brands/products, we need to establish our own "base" on the platform and establish a "window" for users to understand the brand, so as to help consumers fully understand the brand image and tonality. The professional number of Xiaohongshu just provides the infrastructure for brand image building and brand content marketing. In the professional number, the brand can carry high-quality notes (original or professional), gather brand fans, plan topic marketing, show stores (sales channels), and also appear in the forefront of results when users search for keywords, which directly affects users' intuitive impression of the brand and efficiently precipitates brand assets. * Image source-Xiaohongshu Of course, there are different approaches to brand professional numbers, some of which focus more on brand image building, while others pursue actual transformation. Take the following two jewelry professional numbers as an example. The customer groups brought by different contents are different, mainly depending on whether they can match the demand. So what should I do with the content of the professional number of Xiaohongshu? The official suggestion is that the brand professional number is a private domain sedimentation tank for natural traffic and advertising traffic, and the homepage content needs to accurately convey the brand tonality. Usually, the main content types of brand professional number are: official new product announcement, celebrity material endorsement, product use tutorial, KOL note flop, lottery welfare, activity preview and so on. * Image source-Little Red Book actually corresponds to different "pink psychology" behind these kinds of content, as shown in the following figure: brand identity, high value, interest-related, idolized support. These fans' psychology has a strong relationship with brand tonality, and it is also related to the status of the brand in the hearts of platform fans. * Image source-Xiaohongshu for example: However, when actually operating the professional number, it will not be so "modular" but independent innovation. A good professional number will create a "brand design" with distinctive brand personality, rich interactive functions on the home page and high quality original content. Take the professional number of Yuan Qi Forest as an example, its content is very stylish, unlike the "cold advertising language" of other brands, and even the official announcement of the spokesperson is particularly lively and playful. It is this unique person who communicates with users that can create a strong differentiated image. Let's take a look at its home page function. There are complete shops and group chats, including direct transformation of shop paths and direct communication channels with fans, which can help brands to precipitate deep fans and maintain private domain traffic pools. We can see that the professional number is the basic soil for building the brand content matrix, which requires the brand to go to the private sector for a long time, which is the basis for depositing brand assets. However, if it is not enough to rely only on the professional number, it is necessary to invest talents to pursue greater marketing effects. 02/ How does Little Red Book promote its brand through talent? The first task is to understand the position and stage of your brand in the platform. If you don't know yourself and yourself, it is very likely that the bamboo basket will draw water with a sieve. And how to judge the stage of the brand? Generally, we will divide it into initial stage, growth stage and maturity stage, and then launch it differently according to the actual situation. 1. The brand in the initial stage often pays more attention to the initial marketing focus, generally focusing on the waist Koc that conforms to the brand tonality, and the content is mainly "building brand awareness". If the budget is sufficient, putting a number of stars or Kol's heads can play a certain endorsement effect. Finally, the amateur bloggers at the end precipitated the brand voice, and the overall appearance was an "olive-shaped" delivery mode. * Image source-Zhenyuan marketing takes home appliance brand @ Tianke as an example. During the brand launch in the past 30 days, the number of fans in the range of 1 ~ 50000 mainly increased, accounting for 6 1.33%. The first round of consumers' awareness of planting grass was completed through waist talent, which improved the natural search in the station; Then a small amount of 300,000 ~ 500,000, 50,000 ~ 654,38+0,000,000 kol endorsed the products to further boost sales. * Image source-Heat wave data is on the content side of notes, mainly focusing on grass. By comparing the products before and after use or directly testing the products, users' trust in the products is enhanced in an intuitive way, thus improving the sales conversion rate. 2. How to promote the brand of Xiaohongshu in the growth period? Generally speaking, you will choose "pyramid" to drop the model. The mode of planting grass is progressive, from star, head red man, middle waist red man, tail red man to amateur. The advantage of this model lies in its wide coverage and efficient drainage of brands and products. Moreover, because the dimensions of the launch are wide enough to break through the restrictions of the crowd circle, with the blessing of the long tail traffic of the platform, the income is very large, which is also the classic launch strategy of the perfect diary brand in Xiaohong. * Image source-Zhenyuan Marketing However, in the past, the model of amateur throwing money at advertisements gradually failed. Under the new platform regulations, we should think about how to make the content of the head master into an explosion and harvest the long tail traffic. This is the key! People at the waist and tail plant grass more to break through the circle and increase the volume. Take the beauty brand @freeplus as an example, the number of people who put in the brand is concentrated in the middle of fans1~ 50,000, accounting for 77. 15%, 5 ~ 1 10,000 powder accounting for 8.08%, and1~ 300,000 powder accounting for 4.2%, which is a typical pyramid structure. * Image source-Hong Xin 3. Maturity is in the mature stage. The brand has a mature fan base, which also means that there is enough "tap water" content (UGC). Therefore, for brand public opinion, we should guide and amplify the voice that is beneficial to the brand, and communicate and solve the negative information in time to maintain the brand image. At the same time, because the content is large enough, it is more about pursuing brand exposure or guiding users to discuss. Take @ Lancome for example. In the past 30 days, there are as many as 3,655 brand-related notes, with a total monthly reading of 62.075 million+and a total interaction of 31080,000. Such a huge ocean of content is certainly not the result of brand launch, but should be led by influential people to discuss topics, or users independently publish notes such as their experiences. * Image source-Heat wave data Although the launch targets are different at different stages, the ultimate goal is actually the same, which is nothing more than letting more users see, know and trust the brand, so as to choose us. 03/ Advanced paid traffic If your official content operation and talent delivery are done well, then the marketing effect will not be bad. However, the competition in shopping malls is like "sailing against the current". To be a brand, you still want to continue to expand the marketing scale and gain more market share. In this case, how to promote the brand in Xiaohongshu and complete advanced traffic? The answer is: paid traffic! There are three reasons that also play a role: 1. Accelerate the note fever. Judging from the traffic distribution logic of the little red book platform, natural notes generally drop significantly after 5 days of release without paid traffic blessing, and the "recommended" terminal no longer appears after 30 days, but is passively displayed on the search terminal. However, if there is paid traffic, the exposure of notes can be greatly enhanced within 48 hours after they are released, thus accelerating the popularity of notes and greatly extending the "life cycle" of notes. * Image source-Xiaohongshu Of course, this is also based on the excellent content of the notebook and the content is in line with the user's "taste". If you want to know whether your notebook is likely to explode, the information flow tool in paid traffic can help us test it. 2. Test Burst Test Sprint Burst can refer to the "53 1" funnel model: at the initial stage of delivery, with the goal of enriching note types, a variety of note types (more than 5 are recommended) with excellent performance under natural flow are screened out for information flow delivery test; In the second stage, in the information flow test, the top 30% notes with high quality are screened out and enter the impact stage; Finally, with the help of diversified advertising tools, the ultimate explosion was created from 10% potential notes. * Image source-Little Red Book 3. Finally, it is worth mentioning that search pages account for 60% of the traffic distribution of Xiaohongshu. Because the decision-making intention of the search user is obvious, and the content of the search page can greatly affect the user's decision-making, it is also very important to make a card position on the search page. So how does Xiaohongshu do brand promotion through search ranking? The most important thing is to choose the right keywords. Specifically, we can use third-party tools to analyze the hot search words in product categories and the keywords that subdivide the track. Layout of hot words is not recommended when searching for keywords. Because there are many popular notes and high-quality notes, brand notes are difficult to stand out and the cost is high, so it is best to subdivide the track when laying out keywords. * Image source-a good brand image summarized from the heat wave data can undertake fans and transformation. Talent transportation is the content layout of the brand's solid foundation, and paid flow with output is the necessary means to realize brand growth. At a time when platform traffic is becoming more and more expensive, how to make every penny worth the money is the core task to realize brand layout.