1. Experts can enhance brand endorsement and shorten the distance between users. According to the number of fans and influence, Xiaohongshu’s experts can be divided into head experts, mid-waist experts and junior experts. people. These KOLs use their influence to share ideas and convey values ??on the platform. Due to the high activity and quality of Xiaohongshu users, experts can promote brand ideas and conversions while interacting with fans. To achieve commercial realization. When a brand chooses to cooperate with an influencer, it can not only enhance the brand's popularity and influence, but also interact and communicate with users through the bridge built by the influencer, thus shortening the distance with users. Users will take further actions based on their personal consumption preferences and their love and trust in the bloggers they follow. 2. Experts collaborate to create content to help brands better express themselves. In addition to brand content creation through official accounts, brands can also create content through cooperation with KOLs or KOCs. When Daren released the brand cooperation planting notes on the Xiaohongshu platform, he had already received recognition and support from the brand. When the brand decided to cooperate with Daren, it would discuss its own brand philosophy, consumption philosophy, product features, and product quality. Communicate and confirm with bloggers on core selling points and other issues. Therefore, the brand cooperation notes that users see on Xiaohongshu are deeply linked to users through experts, and experts use their own account types and advantages to help brands express and promote better. Four steps of master marketing: Step 1 Brand positioning Step 2 Selling point delivery Step 3 Deep marketing creation Step 4 Traffic boosting 1. Brand positioning is the foundation and key to the beginning 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.; gain in-depth insight into the market, find out the brand's own situation, and find industry benchmarks. Only by knowing yourself and the enemy can you accurately cover target customers, achieve marketing goals more efficiently, and keenly capture market trends. 2. Selling point delivery: Not what the brand thinks, but what kind of selling points do users think are more likely to attract users? Some brands’ official notes contain a lot of professional terms that are difficult to understand, or they are packed with information without focus. The note content does not need to be large and comprehensive, but it must be convincing. In other words, say something that is easy for users to understand. Whether it’s Xiaohongshu or Douyin, users actually prefer to be recommended rather than promoted. I believe everyone has had many similar experiences. When you enter a clothing store, if the clerk keeps following you and recommending products in the store, you who are originally interested in clothing will turn around and leave. Because this era is no longer an era of forced selling and buying. In addition to understanding customer needs, we also need appropriate recommendations. The selling point conveys the most important point of authenticity and nature. Only true sharing can bring us closer to our customers. Activities that brands can carry out on Xiaohongshu: new product experience officer, new product trial, expert cooperation, good product sharing, etc. The following two methods can be used: l Crowd matching method: Related experts, interest experts, and related experts radiate from the inside out to influence more people l Scene set method: Brands can target according to user usage scenarios, user needs, etc. The customer base is divided into different circles, and the most suitable blogger groups in each circle are combined to help the brand expand its exposure. 3. In-depth innovation: new products build momentum; mature products need to break out of the circle and rejuvenate the brand. Brands can use a variety of high-quality content forms to amplify product selling points and deepen user image. Various content forms that can be used: reviews, tutorials, sharing, professional science popularization, Vlog, etc. Different content forms convey different value points: lVlog conveys life concepts and attitudes lProfessional science popularization forms increase trust in products lVarious Scenario display to continuously strengthen product memory points: at work, daily life, travel, business trips, living alone, afternoon tea and other brands can combine positive and negative user feedback to optimize and iterate products, enhance product strength, and enrich product lines; they can also expand new groups of people, Build new scenes and establish new images.
4. Traffic boost: commercial traffic value, information flow advertising, search advertising. The situation of Xiaohongshu Notes: the notes reached the first wave of small peaks within 48 hours after they were launched online. Then, the longer the notes are released, the more exposure opportunities they will have. It comes less and less. The traffic will drop significantly after 7 days after the notes go online. After 30 days, the information flow detection will no longer appear and will only be passively triggered on the search side. Therefore, the brand's business notes need business traffic support to extend the exposure period of the notes. How brands can make high-quality content seen by more users: 1. Business cooperation with experts through the Dandelion platform 2. Information flow advertising-to fully expose high-quality notes and reach more users 3. Search advertising-to lock in consumption Willing customers, promote accurate conversion, keyword card position, keyword setting, keyword optimization examples: expand scene words (emotional copywriting, bathtub photos, emotional photos, bathrooms, good product recommendations, summer and other seasonal displays), seize core words (pearls) Shower gel, peach shower gel), enter the category words (shower gel, skin brightening shower gel, moisturizing shower gel, whitening shower gel, moisturizing shower gel, deep cleansing shower gel, fine line lightening shower gel)