This article will start from the following nine aspects. First, build a ladder to help you quickly index to the place you need:
1、 Customer acquisition idea - target market analysis
2、 Principle of customer acquisition - only with flow can there be customer capital
3、 Methodology - How to select a topic
4、 Customer acquisition principle - how to create popular Xiaohong books
5、 Natural flow&spotlight collaborative test verification content
6、 Mass production of content using GPT
7、 Content Distribution Policy
8、 Private message and group chat drainage skills
9、 Relevant case sharing
Hello, everyone. My name is Gesang. I started my business just because I caught the bonus period of Little Red Book. We are mainly engaged in enterprise services, and accompany enterprise customers to obtain customers at low cost on the Little Red Book.
It's my great honor to be here today to share with you the strategy and experience of Xiaohongshu's private domain visitors. I have 12 years of experience in Internet operation. I have operated more than 900 small red book accounts, incubated more than 100 bloggers, and realized a cumulative flow of 5 million. Today, I will combine my practical experience to deeply analyze the way of getting customers on the platform of Little Red Book.
Little Red Book is a young and dynamic community, gathering 260 million monthly users. Among them, 50% of the users come from the first and second tier cities, and the ratio of men and women is about 3:7. 90% of the content on this platform is generated by users themselves, with 300 million daily search queries. These data fully show that traffic is relatively accurate, because there is a search corresponding to keyword implantation, and there is a corresponding keyword implantation corresponding to SEO, so its traffic is particularly accurate.
The characteristic of Little Red Book lies in the uniqueness of its user group. Married users account for 68% of the total. These people hold the economic power of the family, and the decision-making power of purchase is in their hands. This means that the Little Red Book has gathered a large number of young families. These users are not only young, but also have high consumption capacity and willingness.
1、 Customer acquisition idea - target market analysis:
In order to get customers on the Little Red Book, first of all, you should have a deep understanding of your own business. You need to clarify the core values, product features, service advantages and target market positioning of your business.
It is also necessary to review and analyze the effect of traditional marketing channels and methods, understand which strategies have proved effective in the past, and summarize the key points of effectiveness. Finally, study the content creation, user interaction and advertising strategies of competitors, and first imitate and then surpass. How to understand it specifically?
First: Want to get customers on the Little Red Book, First of all, we need to understand what our target customer group is, and distinguish between the audience group and the transaction group. For example, early education institutions target 0-3 year old users, but the actual ones who pay the bill are about 2 years old, so this must be clearly distinguished.
Second: To understand your business, Your business has nothing to do with Little Red Book. Based on your own business, your own firm needs, market needs, and needs, you must summarize a feature, and then enlarge it on Little Red Book.
Third: What are the traditional ways of getting customers? What are the ways of getting customers in early childhood education stores? Natural entry, Meituan Reviews, DMs, the old bring the new, parents' meetings, even Guangdiantong, elevator advertising. You should summarize which way has the highest conversion rate, and then extract keywords. Public praise like early childhood education has the highest conversion rate.
Fourth: You should understand your competitors and what is their most effective way to get customers, Which method has the highest conversion rate and the lowest cost has the highest conversion rate? In this case, we can only use a relative value. When you combine your competitors with your own business analysis, you can rearrange them, and then select a relatively suitable customer acquisition method.
Finally, find your own drainage hook. These hooks are usually valuable materials or word of mouth introductions.
2、 The principle of customer acquisition - only with traffic can there be customers:
Traffic is the basis for getting customers on the Little Red Book, and emotional resonance is the key to improving traffic. Using story based content strategies to integrate the features of products or services into compelling stories can greatly enhance users' reading interest and emotional resonance. The key point is to shape different content forms through us, which can be: types of views, types of help seeking, types of interactive topics, types of complaints, and types of stories.
Secondly, the greater the number of interactions in the comment area, the greater the traffic. This is why you can get traffic on the Little Red Book even if you don't have any fans. This is the interaction effect.
Therefore, the channel of continuous interaction should be established to improve the activity and participation of users through high-frequency user interaction. The interaction and sharing between users can expand influence and product exposure.
3、 Methodology - How to select topics:
Topic selection is the key to content creation. First of all, you should have a deep understanding of the audience, what kind of people your target audience is, what their interests, needs and daily topics are.
Returning to the logic of our sales, the logic of sales is your transaction users, who are the transaction users? Remember that they are not audience users, It is the transaction users. What are the characteristics of transaction users? We should observe their interest needs and sensitivity, and what things they are more sensitive to. These are what you need to know, but how do you specifically understand them on the Little Red Book? You can see your audience and user groups. In the comment area, in the comment area of each note, what kind of views they will share, and what kind of feelings they will express, whether positive or negative, questioning or trusting, you must spend a lot of fragmented time to see and analyze these.
Then, define your own position. In combination with clarifying your own content positioning, this will determine your target audience and content direction.
For example, if you are a stay at home mom, your topic can focus on the rigid points, such as how to choose the school stay at home fee to stay at junior high school, and how to choose a school, including how to plan children's education, It has a story line, and then it can list a lot of topics by combining the hot spots, Singapore, domestic and foreign... It's just what the topics are released
Finally, establishing a topic selection database can help you maintain consistency and diversity in content creation, and the content that has exploded will continue to explode. This is a unique feature of Xiaohongshu's platform. When you have no inspiration, do not know how to select topics, and do not know how to drain, you can definitely find new ideas by looking at the topic selection database.
4、 Customer acquisition principle - how to create a popular Xiaohong book:
To operate Little Red Book, you must also be an expert in business. You must fully understand the front end, back end and after-sales parts of your business. At the same time, to create the popular content of Little Red Book, you need to follow the following principles.
First, the content needs strong emotional expression. Whether it is anger, satire or encouragement, it can be conveyed to readers through words, so that readers can have emotional resonance in the process of reading.
When writing notes, you must have strong emotional expression. This emotional expression is not only about expressing my own subjective emotions, but also from the perspective of resonance.
The password of the blockbuster has a character relationship. The first level person relationship is me, the second level person relationship is you and me, and the third level person relationship is a third level person relationship after you and me, either a friend, family, leader, teacher, or we as a gourd eater. This is the core of the third level person relationship to generate traffic.
Of course, when we finish, we should end with a spiritual massage, otherwise your building will be crooked.
Secondly, we should always understand the social hot spots and audience pain points. Learn to capture social hot spots and topics of public concern, such as educational issues, emotional relations, class relations, etc. Centering on these topics, it touches the resonance points of readers, thus arousing wide attention.
Third, the content needs to be creative. There are new perspectives and creativity, starting from an unusual perspective, to re interpret common topics and provide new thinking and insights.
For example, when the Chinese Valentine's Day is coming, we usually share the strategies of getting off the list, blind date activities, touching love stories, or breakup stories on Xiaohong's books. These topics are popular on that day,
Is there a better way to make blockbusters? When everyone is talking about beauty on the Double Seventh Festival, we choose a topic of divorce. Women are very sensitive to emotion. Put divorce in what scene to talk about the most flow. Civil Affairs Bureau! This is the explosive note once written by Mimeng. If you are interested, you can read the original.
In addition, the attractiveness of the title is crucial, A good title is the first step to attract readers into reading.
Finally, the cover is very important, Covers that match the content will be more popular. Not necessarily beautiful, but the material must be eye-catching.
After the popular note is created, we hope to create more popular notes. After operating the Little Red Book for a period of time, you will find that its laws are similar, and its contents are routine. After combining the characteristics of this platform, we will begin to deploy content on a large scale. How can we do it on a large scale?
5、 Natural flow&spotlight collaborative test verification content:
After the content is released, we need to test and verify the effect of the content. Focus on the following key indicators: opening rate, click through rate (CTR), interaction rate, interaction cost (CPE), search result opening rate, and private letter cost.
Opening rate refers to the proportion of content opened after it is recommended to users. To improve the opening rate, you can optimize the attractiveness of the title, cover map and content.
Click through rate (CTR) refers to the ratio of the number of times an advertisement is clicked and the number of times an advertisement is displayed. The high click through rate indicates that the cover and title of the advertisement can effectively attract users' attention.
Interaction rate refers to the proportion of users who like, comment and share after reading content. High quality content and interactive elements (such as questions, votes, etc.) can effectively improve the interaction rate.
The interaction cost (CPE) refers to the average cost of each interaction (like, collect, comment, follow). If the interaction cost is low, the advertising content can arouse the interest and participation of users.
The open rate of search results refers to the probability of content being clicked in search results. The visibility and click through rate in search results can be improved by reasonably arranging keywords and optimizing content quality.
Private information cost refers to the average cost of obtaining private information from a potential customer. For advertising aimed at collecting customer information, the cost of private messages is an important indicator.
6、 Mass production of content using GPT:
GPT is a powerful content production tool that can help us mass produce high-quality content. First of all, we need to define the target and audience. For example, our goal is to provide practical information and support to mothers who accompany them to school in Singapore to help them better adapt to the living and educational environment in Singapore.
Audience analysis: The target audience is accompanying mothers, who may face a series of challenges such as children's education, life adaptation, psychological adjustment, etc. Then, GPT is used to generate a list of content topics that may be of concern to Singapore stay at home moms.
For example, "10 content topics on life adaptation and education support are generated for Singapore stay at home moms." For each topic, GPT is assigned to generate a detailed content outline to ensure that the key points that stay at home moms may be interested in are covered. Use GPT refinement to generate specific content paragraphs.
This step may require careful adjustment and multiple iterations to ensure content quality. After publishing the content, observe the feedback and interaction of users, and optimize the content iteratively according to the data.
You can judge the performance of content by analyzing indicators such as likes, comments and sharing, and adjust your instructions and content strategies accordingly. Once you have found an effective content generation and optimization strategy, you can start to mass produce content. You can set GPT to generate multiple articles according to different themes and styles.
7、 Content distribution policy:
Content distribution is a key link in customer acquisition. We can distribute the content in three ways: self run account, matrix account and KOL cooperation.
For different content, send it to your blue V account and natural stream account, Different strategies should be put in place. Blue V should be used as the spotlight and natural flow should be used to make potato chips. Distribute to the matrix accounts that have been successfully registered, conduct large-scale diversion and transformation, and finally screen out the accounts with the best data for continuous distribution. KOL, which matches the values of the industry, ensures the naturalness and authenticity of the cooperation content. It can be used as a spotlight.
In this process, we will continue to monitor the performance of each matrix account, collect data, and finally select the best performing account for key operations. These accounts often bring the highest user participation and conversion rate, and are an important asset in our customer acquisition strategy.
8、 Tips for private message and group chat:
Xiaohongshu's personal account is officially prohibited from being diverted. There is no absolute security, only a relatively safe way.
It's better to provide emotional value in private messages. When users talk to you privately, they must talk more. After several rounds of calling back and forth, you can conduct drainage. Generally, the drainage effect is better.
Of course, this comparison is time-consuming and labor-intensive. It can not be used for mass and large-scale drainage. It is only suitable for high passenger prices.
Secondly, interactive guidance is very important. When users ask in the active comment area, they can guide users to interact by asking questions or sharing more relevant content.
At the same time, try to avoid using template reply content to avoid being identified as spam by the platform. Finally, make reasonable use of the group chat announcement function to release desensitized contact information to attract users to join the group chat for more in-depth communication and interaction.
9、 Relevant case sharing:
1. Case - cases of studying abroad in Singapore's primary and secondary schools:
Next, I will show you how to get customers on Little Red Book through a specific case. This case is about students studying in Singapore's primary and secondary schools. First of all, we analyzed the existing customer acquisition methods of the business, including cooperation with major primary and secondary schools, online and offline institutions, such as overseas study lectures, education exhibitions, parent seminars, etc.
In addition, it encourages satisfied customers to recommend their services to relatives and friends by providing recommendation rewards, coupons or other incentives. Telemarketing is also an important channel for us to obtain customers. Advertisement has attracted customers, and telemarketing has been transformed.
1) Develop strategies for studying abroad in primary and secondary schools:
In terms of content strategy, we mainly divide into three types of topics: interactive topics, trust strengthening topics and diversion topics. The purpose of interactive topics is to improve the weight of the account, make the system tag quickly, or drive the traffic in the low flow period. The purpose of strengthening trust topics is to enhance the authenticity of people's settings, which needs to be strengthened through daily "circle of friends" content. Diversion topic is to get accurate users through keywords, close to the real content for diversion or word-of-mouth introduction. We also create accompanying parents/consultants to improve the professionalism and credibility of the content.
2) SEO for studying abroad in primary and secondary schools:
In terms of SEO, we have mainly arranged several core keywords of Little Red Book, including "stay with mom", "middle class people" and "consumption". One of the core keywords is "stay at home mom", because Singapore has always been known as a "paradise for young students studying abroad". "Middle class people", because of the single form of education in China, the lack of independent thinking and critical spirit, may also obliterate children's creativity and imagination, so only families above the middle class will consider studying abroad. In addition, Singapore's education level and resources have always been among the best in Asia, and the cost of living is high, so consumption is also a key word. We attract more potential customers by doing long tail flow effect.
3) What's the best money for studying abroad in primary and secondary schools
In terms of content creation, we focus on creating popular content. These contents usually have strong emotional expression, which can arouse readers' resonance. We always pay attention to social hot spots and audience pain points. We focus on these topics and touch the resonance points of readers, thus causing widespread concern. At the same time, our content is creative, with novel perspectives and creativity. From an unusual perspective, we reinterpret common topics and provide new thinking and insights. In addition, our title has a strong appeal, which can arouse the curiosity and click desire of readers. A good title is the first step to attract readers into reading. Finally, our cover is consistent with the content, not necessarily very beautiful, but the material must be eye-catching.
4) Optimization of data on studying abroad in primary and secondary schools:
In terms of data optimization, we constantly optimize our content strategy by analyzing user behavior data. We focus on key indicators such as opening rate, click through rate (CTR), interaction rate, interaction cost (CPE), search result opening rate, private letter cost, and find the direction of optimization through data analysis. For example, if we find that the opening rate of a topic is low, we will analyze the reason, which may be that the title is not attractive enough, or the cover is not attractive enough. Then, we will make corresponding optimization to improve the opening rate. If we find that the interaction cost of a topic is high, we will analyze the reason, which may be that the content is not interactive enough, or the interaction elements are not well designed. Then, we will make corresponding optimization to reduce interaction costs.
5) Primary and secondary school study abroad matrix account:
In terms of matrix account operation, we conduct large-scale diversion and transformation by distributing them to matrix accounts that have successfully maintained their accounts. We will screen out the accounts with the best data, continuously publish high-quality content, and attract more fans. At the same time, we will develop different content strategies based on different account positioning to improve the diversity and professionalism of content. In addition, we will interact with other matrix accounts to form matrix linkage and expand our influence.
6) Ways to attract students from primary and secondary schools to study abroad:
In terms of drainage methods, we mainly adopt the following ways: private letters and small red book groups. In private messages, it is not only to promote products or services, but also to provide valuable information or suggestions. Some desensitized contact information will be published in the group announcement, such as pure WeChat, so that users can quickly contact us when necessary.
2. Case of Xiaohongshu's financial violence diversion:
Finally, I would like to share with you a case of Little Red Book's financial violence diversion. Content strategies mainly include two categories: educational content and user stories.
Educational content: firstly, a series of educational content about convertible bonds were introduced. These contents are published in the form of pictures and texts, covering the basic concept of convertible bonds, investment strategies, market analysis and other aspects. Our goal is to help users gradually establish their awareness and understanding of convertible bonds from scratch. In terms of content presentation, we strive to explain complex financial concepts in simple language, so that users can easily read and understand.
User stories: In addition to educational content, we also shared a series of stories about successful convertible bond investors. These stories come from real investors who have obtained rich returns by investing in convertible bonds. Through these stories, we hope to show the possibility and potential of convertible bond investment and stimulate the investment interest of users.
National matrix distribution: through the distribution of content on national matrix accounts, the content has been widely disseminated. These accounts cover different regions and user groups, so that our content can reach more potential users.
Back to the customs to attract the crowd: encourage users to pay attention to our account and join our investment exchange group. In this way, we can not only establish closer ties with users, but also collect more user feedback to help us optimize content.
Open courses turn from low to high: hold some open investment courses regularly and invite users to participate. These courses usually attract users with a low threshold, and then gradually become members by providing high-quality content.
As a vibrant community, Little Red Book provides us with unlimited possibilities to attract customers. As long as we work hard and constantly optimize our content and strategy, we will be able to achieve success in Little Red Book.
