My boss is such a rebellious son. My article has a 50% popularity rate and you still say it's a waste of money?

No matter which brand, they will encounter the dilemma of low or even no sales on Xiaohongshu. This is because the brand content marketing is not done well. So what should we do? In this article, the author addresses this problem and proposes the correct content marketing methodology. Let's take a look.

Brand owners and merchants have experienced the frustration of not being able to sell products on Xiaohongshu. They have made notes and invested in traffic, but sales just won’t increase. As the saying goes, selling products on Xiaohongshu has both happy and sad consequences.

It is not easy to achieve effective marketing and sales on Xiaohongshu. This article discusses how brands can use Xiaohongshu's marketing strategies and sales techniques to improve the conversion rate and sales effect of notes.

Through the following 5 suggestions, we hope to provide some useful guidance for brand owners in their marketing promotion on Xiaohongshu.

1. The viral article rate is 50%, and the boss thinks Xiaohongshu is ineffective?

Previously, the person in charge of Xiaohongshu of a certain brand often had this kind of confusion: the rate of popular articles in the notes had reached 50%, but the boss was not satisfied with the effect of Xiaohongshu.

There are probably two main reasons for this.

First, although my Xiaohongshu followers continued to rise, the number of visitors and sales of Amao's backend did not increase. The boss may think that these efforts have not had a significant impact on actual purchasing behavior, thus questioning the effectiveness of the capital investment.

Secondly, although traffic was directed offline, many users were unwilling to establish in-depth links with the brand, and the boss failed to see the conversion effect. Even if the effort was increased, it still failed to gain the boss's recognition.

2. Note-taking strategy focuses on selling bloggers

At present, we still have some problems with the selection of bloggers. Brands select product promotion bloggers, such as Vlog bloggers, which can provide exposure, but usually lack strong commercial attributes, unless you only want to gain brand exposure instead of selling goods. For small and medium-sized selling companies, our key is to find bloggers who can really help with sales, rather than just displaying products. This requires bloggers with more commercial tendencies who can help convey sales information. Taking horizontal evaluation as an example, users usually have a clear intention to buy, so regarding how to sell goods on Xiaohongshu, we need to pay more attention to bloggers who can help promote sales. Ultimately, the focus of the notes should be on selling bloggers.

3. Keyword search interception SEM and SEO

The SEM strategy of keyword interception is paid traffic to intercept users' keyword searches on Xiaohongshu. The advantage of this strategy is that users usually have clear purchasing intentions when searching, thus achieving accurate reach.

In contrast, the traditional strategy of finding influencers may perform well in terms of exposure, but it is difficult to meet shopping needs. Many marketers are still stuck in the strategy of looking for bloggers to promote products and fail to pay attention to this sector.

At the same time, for Xiaohongshu's SEO optimization, through interaction and purchasing keywords, it will help improve the ranking. This will help to obtain more natural traffic and help Xiaohongshu sell better.

There are a total of 10 keywords in Xiaohongshu SEO ranking. Please see the picture above for details of the 10 keywords.

SEO keyword layout must be planned in advance. For example, in the upcoming National Day, Mid-Autumn Festival, and Double Eleven, many brands have already started to plan in advance.

Again, don’t wait until the week before the holiday to work on keywords, as it doesn’t make much sense.

4. 30 notes on product promotion and 70 notes on sales

If the boss's goal is to increase sales, why continue to produce a large number of Vlog videos instead of focusing more on sales notes? Although high-quality Vlogs may be visually attractive, they have limited effect in promoting sales. When formulating strategies for how to sell goods on Xiaohongshu, sales notes and SEM paid delivery should occupy an important position, combined with the optimization of the comment area to achieve a higher conversion rate.

Of course, for consumers who are familiar with our brand, some brand promotion notes are also necessary. This helps build trust and provides additional endorsement.

5. Comment Area Maintenance

Many people start posting notes right away, often ignoring the importance of the comment area. Learning to use the guidance of the comment area can help our brand improve its exposure and ranking. So how do we maintain the comment area? I have given several types of comment guidance content.

1. Introduce the brand

Q: @Whose brand is this? Blogger: xx (brand)

2. Lead channels

Q: Where can I get it? Blogger: A Mao / A Dong Ke / xx brand

3. Alleviate concerns

Q: Will there be xx problem? Blogger: I tried it, no problem

4. Elicit mid-term reviews

Q: Will there be any xx problem? Consumer: Not yet

5. Introduction

Blogger/Consumer: I feel it is pretty good...

6. Final summary

We need to pay more attention to strategies that adapt to market changes, while emphasizing the role of sales notes and SEM in improving conversion rates.

By finding the right bloggers and keyword interception, we can better meet the purchasing needs of users. At the same time, maintaining a moderate attention to product promotion notes will help establish the brand image. This will help achieve better market performance in the ever-changing market environment.

Author: Zhuang Jun, Source: Official Account: "Zhuang Jun"