How to build a traffic-generating and customer-acquisition system for Xiaohongshu

This article analyzes the core strategies of Xiaohongshu's commercial marketing in an easy-to-understand manner, provides merchants with specific ideas for acquiring customers, and is recommended for all companies that want to use Xiaohongshu to acquire customers.

Many offline merchants or service businesses pay close attention to Xiaohongshu and want to attract customers through it. However, due to too many restrictions on the platform, most merchants have not been able to run a complete traffic and customer acquisition system.

Today, I will share with you some of our cooperative customer cases on how merchants can build their own Xiaohongshu traffic acquisition system.

1. Create popular articles and imitate popular articles!

Note that I am not talking about high-quality content, because high-quality content is not necessarily a hit article. A hit article may be high-quality content. Since we want to attract traffic and acquire customers, we must create content that users want to see. The fastest way to create a hit article is to imitate the recent hit posts and try to choose the hit articles that are as close in time as possible.

For example, it is August now. If there is a hot article from July this year and a hot article from September last year, I will definitely choose this year's one, because Xiaohongshu's review rules are always changing, and users' preferences are also changing. The more recent the hot article, the more it proves that this note has passed Xiaohongshu's review and meets the preferences of Xiaohongshu users.

For example, we helped a home improvement company operate an account on Xiaohongshu and found that the topic of decoration budget was very popular. So we chose a popular note that had passed the review as a reference and shared the experience and skills of decoration budget control in the note. Such content attracted many Xiaohongshu users who were interested in house decoration, and they began to take the initiative to send private messages to consult the company's services.

2. Create an account matrix and occupy category space

Traffic monopoly of small categories In order to increase traffic and voice, we can use two methodologies: replicable matrix and category occupation, which belongs to horizontal expansion. The replicable matrix is ​​suitable for businesses with larger markets. By replicating the accounts that have been run smoothly, traffic and output can be expanded.

Category occupation is applicable to vertical fields. By publishing more relevant content, occupying the category space, and increasing exposure and influence. For example, if a merchant wants to provide nationwide services, not limited to a region, and has great competition from peers, and there are many notes under the relevant keywords, you can copy multiple Xiaohongshu accounts to post notes to attract customers and attract traffic.

If the merchant provides regional services, such as "Jiangxi Art Examination", this brand may not have much competition, and the total number of notes related to Jiangxi Art Examination will not be too many every day. At this time, you only need to spend time every day to occupy the space. Generally, when we operate for customers, we operate the account matrix and category space at the same time.

3. Response rate of user private messages/comments/concerns

In order to improve user experience and customer acquisition, we should focus on responding to user private messages, comments, and concerns. Set goals and standards for the team, such as reaching customers within 5 minutes (or less) during working hours, providing quick response contact information to facilitate communication between users and the operation team, training the operation team, improving service awareness and communication skills, and ensuring timely response to user private messages and comments.

Now is the era of fast information. If you don’t reply to users in time, they will jump out of the Xiaohongshu app and go to other apps. When they open it again, they will forget about it. So if you want to really gain customers on Xiaohongshu, you must respond to users quickly. Did you know that the customer service of Douyin stores is required to reply within 60 seconds, so this response rate must also be raised?

4. Make good use of Xiaohongshu's official paid gameplay! Get both free and paid traffic!

How to get customer information from Xiaohongshu - suitable for service merchants with high average order value

1. Note preparation

There is uncertainty in the flow of a single note, so prepare 3-5 notes

2. Information flow-test

Information flow - do crowd targeting, run the same crowd targeting for 3 days, which data end feedback is the most authentic, as the seed note

3. Information flow-optimization

Optimize and adjust, click-through rate; aim for interaction - information flow

4. Information Flow-Harvest

Click the Consult Now button to add search terms, run customer consultation, report the private message and send traffic for 3 days

Of course, Xiaohongshu’s customer acquisition strategy is inseparable from good content, so this goes back to the first point of creating explosive articles! A wedding photography brand realized the popularity of Xiaohongshu among young brides, and after paying us for consultation, they decided to carry out customer acquisition operations on the platform. We developed a series of operation strategies for them:

1. Imitate popular posts

The brand dug up a popular post on Xiaohongshu about how to choose wedding photography, imitated its content and format, and combined it with its own brand characteristics to create

They shared practical experiences and suggestions on how to choose a suitable wedding photographer, how to plan a shooting location, and how to choose a style and style. These contents received enthusiastic responses from Xiaohongshu users, and the posts received a large number of likes and comments.

2. Create an account matrix

To further expand its influence, the brand created multiple wedding photography-related accounts, covering different styles and target audiences. They regularly posted content such as professional photographers’ works, real bride photos and wedding dress matching guides on each account, attracting more attention and actively interacting with users.

3. Occupy category space

In response to the competition in the wedding photography category on Xiaohongshu, the brand increased the frequency and quantity of content output. They published more special posts, such as wedding shopping guides, wedding planning, and wedding dress matching, to occupy the category space and improve their professionalism and authority in the eyes of users.

4. Quick response

Many users consulted about the specific process and conditions through private messages, and the company responded quickly and provided further consultation based on the principle of 5-minute contact. Through this operation strategy, the company successfully converted many potential customers.

Through the implementation of the above strategies, the wedding photography brand has achieved significant customer acquisition results on Xiaohongshu. Through brand display and content sharing, they have attracted a large number of target audiences and successfully converted many potential customers.

Of course, the above methodology is relatively easy to understand. In actual operation, we also need to understand the various rules and restrictions of the Xiaohongshu platform. This is very important! ! Blind operation will only cause the system to block and restrict your account. The key is to produce content that users find useful! The above methodology needs to be adjusted and optimized according to the specific category and actual operation situation. At the same time, it needs to be combined with other promotion channels and strategies to create a comprehensive customer acquisition system to achieve better results.

Author: Vic's Marketing Thoughts

WeChat Official Account: Vic's Marketing Thoughts