How can a brand without money do a good job of advertising on Xiaohongshu? Learn these 3 strategic models!

For many brands, Xiaohongshu is a marketing platform that cannot be ignored. However, many brands often lack clear strategies when placing ads on Xiaohongshu, resulting in wasted resources and poor results. This article will reveal three key strategy models for effective placement on Xiaohongshu, helping your brand achieve accurate placement and efficient conversion even with a limited budget.

Regardless of whether the brand is rich or poor, any new product will involve three major strategies when it is promoted online: content, influencers, and traffic. The focus of the three strategies will be determined by the company's genes, product characteristics, and profit margins.

Content strategy decision-making factors:

The key is to do three things well:

1. Exploring consumers and gaining insights into their underlying needs;
2. Understand the traffic distribution mechanisms behind different platforms;
3. Know what kind of language and scenarios can impress users!

Determinants of the talent strategy:

If you say your product is good, will others believe it and be willing to buy it? If you can, you can get accurate users and sell products without using influencers and making your own content.

If this is not possible, you need to hire influencers who can make target users trust the product, believe in the product’s value and price, and be willing to pay a premium.

Determinants of traffic strategy:

Whether the profit margin of the product can support the investment in traffic, investment in traffic means spending money to buy accurate traffic. If the gross profit of the product is very low, every money spent is a loss, even if the total account is calculated, plus the subsequent repurchase of the product, it is still a loss.

Then it is not suitable for traffic investment, and you can only rely on natural traffic to acquire accurate users, and return to the operation of the above content strategy and expert strategy.

In the current environment, for many brands, it is important to be able to operate healthily and steadily, to support the team, and to survive! Many companies have not thought about the above points, and are too dependent on external factors, as well as directionless testing and random operations. On the basis of not much budget for advertising, they have wasted a lot of time and money, and ultimately still did not get the expected results!

Now that we understand the three strategy models above, let’s talk about another question everyone asks us:

How to launch high-customer-price products?

The difficulty in promoting high-customer-unit products lies in how to make users accept the price and value of the products!

1. Content Strategy

Generally, the decision-making cost of products with high customer orders will also be high, which means that users will not place an order immediately after seeing the product.

Create content around the user decision link:

1. Is it necessary to buy this product?

[So when promoting a product, the focus is on shaping the product’s value, which can be explicit, such as texture/packaging, or implicit, such as the lifestyle behind the product.]

2. Are there other cost-effective products that meet this demand?

[Users are attracted to the product category but are still hesitant because of the high price. At this time, focus on highlighting the product's differentiated selling points, usage scenarios or emotional value. ]

3. What is this product like?

[Users have no other better options and will come back to judge the product again, worrying about overpaying. At this time, the focus is on increasing users' trust in the brand and product, such as finding some endorsement experts to cooperate with.]

2. Expert Strategy

If you want to promote products without wasting money, the best way is to use influencers as our tools. Influencers are a carrier that connects the precise group of people who have a strong desire to buy our products. We can set a small goal for ourselves and use influencers to help us find 1,000 high-end seed users.

Therefore, we need to think clearly about which influencers’ fans are the ones who can buy our products. For example, if we are dealing with acne removal, we need to find influencers with the persona of “acne fighter” to cooperate with; for health care products, we need to find influencers with the persona of mid- to high-end health care to cooperate with; for yoga wear, we need to find influencers with the persona of showing off their body and exercising.

Here is a tip for you to reduce marketing costs. It is often impossible to fully penetrate the precise fans behind the influencer in a single cooperation. So if the first cooperation with the influencer is efficient, you can consider signing an annual contract to continue to communicate and output the product.

When working with influencers, it is important to be clear: instead of looking for more people, look for the right people!

3. Traffic Strategy

Generally, traffic investment involves two categories: one is feed information flow, and the other is search advertising. Our focus is on solving the problem of traffic allocation at different stages!

If the product is new, prioritize the feed information flow so that users can first build awareness of the product and know that it exists.

As users become more aware of and interested in products, and considering the long consumer decision-making cycles and links behind high-order products, it is necessary to invest more in search ads.

So when should we start investing in search advertising? We must make good use of the keyword planning tool provided by Xiaohongshu to monitor the monthly search index of our product words!

If the monthly search index rises a lot, it means that more people are beginning to actively learn about our products and are closer to placing an order. Therefore, we should output and position content in the search field based on the issues that users are concerned about.

For example, for health products with high customer unit prices, consumers are often more concerned about whether the product is a waste of money, so there is a need for professional experts to increase trust and endorsement, which can quickly drive product conversions!