How can merchants increase their private domain traffic rate by using Xiaohongshu?

How can merchants use Xiaohongshu to increase private domain traffic diversion rate? This article reveals three strategies: deploying the KOS matrix to accurately reach users, cleverly deploying keywords to optimize exposure, and innovatively using official permissions and window components to efficiently divert traffic. Practical suggestions help you acquire customers at low cost and efficiently, while emphasizing the importance of compliant operations, providing merchants with a one-stop Xiaohongshu private domain traffic diversion solution.

Many business friends always have a misunderstanding, that is, "I can improve customer conversion rate as long as I spend money on advertising." Compared with other platforms, Xiaohongshu is the best customer acquisition platform for small and medium-sized brands, with low cost and high customer flow, but why many businesses still can't do well on Xiaohongshu, let alone improve customer conversion rate.

Today we will teach you how to harvest accurate traffic and improve customer conversion rate from three perspectives!

1. The crowd is more refined

If you want to achieve the goal of high customer conversion rate on Xiaohongshu, you still need to carefully screen and market the platform population. "How can brands reach users who have strong consumption demand for brands?" The first step to obtain accurate customer information is that merchants can segment customer attraction channels through KOS matrix accounts!

The KOS matrix is ​​used to refine the crowd. KOS (Key Opinion Sales) refers to strong content creators with professional sales capabilities and a large amount of vertical industry and brand knowledge reserves. They are generally divided into brand-owned KOS (brand counters, counter sales) and "non-brand-owned KOS" (live streaming bloggers).

By building a KOS content matrix and linking professional accounts, brands can not only segment the population, but also establish trust with users through account location, strengthen the brand product promotion effect, and guide user consumption. If you want to do a good job of brand promotion, in addition to using the top influencers we know to lead the promotion, it is important to have momentum builders in marketing!

For example, the automobile brand Ideal Auto not only outputs its brand value and brand story by establishing a Blue V professional account, but also cooperates with outstanding salesmen in offline stores to build a KOS matrix account on Xiaohongshu. Through regional KOS accounts such as "Jinan Ideal" and "Kunming Ideal", it directly and accurately locates local fan users with car purchasing needs based on regional locations.

Building a KOS account can not only obtain some natural traffic with low risk, but also build a bridge of communication between brands and consumers through "ordinary professional identity". Through this part of KOS with a small number of fans, the platform's restrictions on advertising can be reduced, and users can also be given more realistic evaluations and recommendations about products or brand services. At the same time, business information related to brand products can also be introduced, such as brand value, usage instructions, professional knowledge, etc.

After setting up a KOS account, merchants can also use the focus function to conduct precise delivery. Focus supports online binding of KOS Xiaohongshu accounts. There are generally two ways to bind: corporate employee account and personal account authorization mode. The former account belongs to the company and cannot be untied, while the latter can be untied at any time. In this way, companies can also invest and heat up KOS notes, and brands or agents can also view KOS recent notes on the PC at any time. It is more accurate than amateur notes in terms of traffic delivery, and long-term traffic delivery is also more convenient

2. Keyword refinement

If you want to attract customers, it is difficult to achieve results without advertising on Xiaohongshu. How to effectively use spotlight advertising to achieve results and refine keyword layout is one step. So how do we find suitable hot keywords for target customers?

First, determine the root word (brand word, general word, category word). For example, for bridal shop and photography studio, our basic root words are wedding dress and photography. After determining the root word, we can directly simulate user search keywords to check the search drop-down words. Because the drop-down words are the ranking recommendations of the system's on-site search hot spots, as long as the keywords we choose are close enough to these drop-down words, the exposure will be relatively higher.

Then we can use the keyword planning tool that comes with Juguang, and find the "keyword push" in it to help us find upstream and downstream associated words. We can also use the hot word list of Qiangua and Huitun sweet potato to help us directly find the hot and high-frequency search words in the category of the site. These words need to be related to our brand and products, and be natural and new enough! Because keywords that are too old usually have high competition, and it is difficult for notes to rank high (Qiangua, Huitun, pay me! How much advertising have I given you!)

After finding these hot keywords, merchants should pay attention to the "small + big principle" to implant notes, because the competition for big words such as "wedding dress, wedding, photography, photo" is too fierce, so it is better for brands to use big words + small words to optimize keywords, which can also increase the ranking of notes with a high probability.

3. Strengthen background guidance

Now that we have customers, how can we improve their conversion rate? Strengthening guidance is the last step. Xiaohongshu is very strict about off-site and private domain guidance. Merchants’ guidance can be easily detected by the system and directly blocked. So is there any way to help merchants avoid the risk of violations without affecting customer guidance? Of course there is! Here are 4 tips for you.

1. Official authority

Merchants can use Juguang to open the automatic reply function for private messages of professional accounts. When the consumption is 1,000 yuan, the automatic reply function can be opened, and the consumption must be continued for 3 days before the automatic reply function can be reported through the background. After obtaining the whitelist, the brand cannot stop consumption at will, because once the consumption is not continued, the platform may withdraw the whitelist at any time

2. Window components

Now the private message exemption is gone. If the customer is attracted by natural traffic, he will not be able to see the consultation component in our professional account window. Therefore, if there is a professional account to open a store, we can send a "Quick Order" widget to let the customer fill in their own shipping information, and then we will add customers based on the shipping information.

3. Home page guide

In addition to backstage guidance, we can also attract traffic by pinning the "assistant trumpet" in the comment area, or leaving the contact information in the background of the homepage. Merchants here need to note that the account profile part cannot be @assistant trumpet to attract traffic, because the risk of system monitoring and blocking is very high, so attracting traffic through the comment area and then pinning the assistant trumpet to the top of the traffic note will better avoid the risk of platform blocking. It is much more convenient to put the contact information in the background of the homepage. By pinning a note to tell users that WeChat is in the background of the homepage, it can also clearly attract traffic.

4. Comment Area Component

In addition to the @small account method, merchants who have opened stores can also open another product link, change the product name to "Consult More", and use the comment area component to directly post the product link in the note comment area. In this way, users can jump directly to the private message window after clicking, which can realize customer conversion.