Three key actions that must be taken to gain traffic from Xiaohongshu promotion

During the Xiaohongshu promotion, brands need to accurately target their audiences, create high-quality content that is integrated with lifestyles and scenarios, improve search rankings through keyword optimization, and ultimately leverage store broadcasts and private domain traffic to achieve efficient conversion from traffic to conversions.

It's another big sale this year.

Yesterday, my running partner brand told me: "I don't know how to do this year's promotion. There are more and more merchants in the industry, and the competition is getting more and more fierce. Do we still need to continue to grab traffic for this year's promotion? What do you think, Vic?"‍

Although there are more merchants, their levels of grass-roots marketing are actually uneven. Doing grass-roots marketing on Xiaohongshu is not a simple matter of whoever has more money will get more traffic. Instead, it depends on how well these three things are done.

1. Find the right people, combine the lifestyle/scenes on the site, and create high-quality seeding content

How do you create high-quality content? First of all, it is very important to find the right audience!

When doing marketing during a big promotion, everyone wants to reach as many new people as possible. However, if we use Focus to run a test again at this time, the time is tight. Here we share with you a Lookalike capability of Focus to help us solve this problem. So what is Lookalike?

Simply put, merchants who have already run the spotlight targeted crowd can expand the size of the original crowd package by utilizing the crowd expansion function of the spotlight, allowing the system to find more people with similar interests and potential relevance based on seed users, that is, through A, find new similar people such as A+1.

Now that we have found the audience, how do we create content? The points that can attract consumers in marketing are the points that users pay attention to. For example, people who want to lose weight are concerned about losing weight and reducing fat, so we need to understand what they "need", "what they yearn for", and "why they yearn for it", that is, they need low calories and low fat to lose weight, they yearn for a better and healthier body, because they want to have a refined life.

The former is the solution we can provide, the middle is the consumer pain point, and the last one is the lifestyle and usage scenarios.

The tone of Xiaohongshu is different from other platforms. Overly exaggerated covers (too flamboyant and bright colors) and titles (99% of people, annual income of 1 million yuan, 2 minutes xxx, etc.) generally do not perform well.

Xiaohongshu is a lifestyle e-commerce company. If it wants to attract traffic, it is also important to have notes with life scenes and human touch. Take the autumn renewal promotion as an example. The official five major lifestyles are designed to drive consumption through scenes.

We have always told everyone that if you want to create high-conversion content, you must provide users with a usage scenario in your notes. Only scenarios can maximize the consumption pain points, and the information in the scenario is also the most impressive and has the best conversion effect.

For example, in the first week of the promotion, "Zhiwu Home Furnishing", which ranked at the top of the home furnishing product sales list, had several high-quality notes during the promotion that were all targeted at people like "urban workers".

Through titles such as "Adults should learn to give themselves a summer vacation" and "It's only 6 o'clock when I get home! I love this moment", we present consumers with a living scene where they need to relax and be alone. This highlights the comfortable experience of home in the scene, deepens the user's desire for this comfort when they see the article, increases the sense of immersion brought by the notes, and achieves consumer conversion.

2. Use keywords to improve search rankings and increase exposure opportunities

We have said before that if you want to improve your search ranking, you must first know what your potential customers are searching for. We also know that note distribution is algorithmically matched based on search keywords, so when doing a big promotion, if you want your notes to be retrieved by target users or to occupy a high ranking on the search page, one action you must do is to implant keywords.

During big sales, the official will generally provide some hot topics with traffic support, and use the popular keywords provided by the official for implantation, whether in the cover, title or content.

Like the brand "Zhiwu Home Furnishing" we mentioned above, it also improves its display ranking in the home furnishing category by adding keywords about the autumn renewal promotion in the content of the notes.

Here we share with you some keyword tips to improve search rankings during big promotions:

1) Find out the popular search terms related to your brand and products. These terms should be natural, relevant, and have high search volume.

For example, Juguang's upstream and downstream word push function can find new words based on keywords. If you want to see the search index or keyword popularity, you can also use third-party tools such as Qiangua and Huitun Sweet Potato to see it.

2) Reasonably control the density of keywords in the title, cover, content and product details page, and do not blindly implant them.

Many businesses like to put all the product keywords in one note, with multiple product selling points or brand names in one note. Real money is invested to attract users, but users are not fools. When they see notes that are too hard-to-use, they will subconsciously become defensive or even reject them. Therefore, everyone should reasonably control the keyword density in the notes.

3) In the big categories, select the sub-track keywords. First refine the big categories and choose the appropriate keywords in the sub-tracks. Don’t invest in big keywords.

This is because during big sales, everyone in the same category will focus on investing in order to gain traffic. It is very difficult and costly to occupy a high search ranking in a large category, so at this time, the best action for merchants is to invest in small words.

3. Use store broadcasts to take over note traffic, link private domains and direct links to drive traffic for conversion

For many merchants, it is difficult to achieve significant growth in brand and product traffic relying solely on grass-planting notes. Therefore, during the big promotion period, merchant brands can preheat the promotion through long-term store broadcasts online and functional components of enterprise accounts, and take over the traffic brought by high-quality grass-planting notes during the promotion period.

Let me give you an example. We disassembled a member brand some time ago. One brand did not spend a penny on advertising but was able to make the brand "Coco home" well-known and searchable on the site. A very key move was to do high-frequency and long-term online store broadcasts.

Through long-term store broadcasts, we have taken over the traffic brought by high-quality grass-planting notes, such as new product live broadcast preview notes, hot product notes, etc. When users are just attracted by the notes, live broadcasts are used to promote consumption conversion, achieving direct linkage.

In addition to long-term online store broadcasts, their brand also makes good use of the private domain within the site. For example, using the group chat widget, the live broadcast announcement banner is pinned to the top of the fan group, so that all fan users can directly receive live broadcast preheating information;

The prompt "A user from XX placed an order in the live broadcast room" in the group chat can also promote user consumption conversion and attract them to click the "Go to the live broadcast room" jump component behind it to enter; finally, the merchant directly publishes the product note link in the group, so that users can directly understand the product types in the live broadcast room.

In summary, if you want to get good traffic on Xiaohongshu, these three parts cannot be ignored.