In order to help lead-type merchants to better grasp theXiaohongshu customer acquisition of the practical ability to improve the efficiency of customer collection, reduce customer acquisition costs, the operation of the Agency in March this year opened theXiaohongshu lead operation practical column.
In the first four articles, we systematically explained the account matrix, content matrix and search promotion operation methodology of Xiaohongshu lead merchants, and gained a lot of favorable comments from merchants. In order to help you better operational landing, from today’s issue onwards, we will be on the home furnishing, education and housekeeping and other important customer capital industry combat case dismantling, for the same track merchants to provide a replicable, can be landed on the customer capital acquisition methodology.
At the beginning of the year and the manipulator of the exchange, the operation of the society found that the home furnishing this kind of lead-type merchants are small red book to realize the business outbreak.
A merchant main account of only 15,000 fans to realize the station brand exposure of 100 million +, 24 annual turnover of more than 50 million; there are merchants a note can accurately get 400 +, a year of success in realizing more than 10 million, directly among the first place in the category ……
How do they do it? And how in the large flow track quickly lock target users, to achieve efficient grass to stay capital? Today we will start to talk. (Welcome to slide to the bottom to join our Xiaohongshu lead operation exchange group)
Account Setup
laying a matrix around geography to efficiently reach target groups
In the exchanges, home furnishing industry operators told the operation society: for them the geographical radius is more important than the interest label screening conditions.
On the one hand, most of the home furnishing industry can not be separated from the localization – for example, design merchants need to personally visit the precise measurement, furniture merchants in the same city delivery in order to save costs, a Kunming user to stay in the capital, far away from Beijing home furnishing merchants, the value of almost 0, senior industry executives. A Kunming user to stay capital, far away from the home furnishing business in Beijing, the value of almost 0, said the senior industry manipulator. On the other hand, there are significant regional differences between different cities home consumers, such as the first-tier cities generally smaller households, users prefer embedded storage, and then for example, Sichuan and Chongqing heavy fumes, good scrubbing of the aluminum button plate ceiling is more popular …… In short, merchants according to the user’s geographic location sub-regional services, can greatly improve the success rate.
Therefore, the first step for home furnishing merchants to carry out lead marketing in Xiaohongshu is to build a matrix account centered on geography to accurately reach the target city population.
First of all, the account name should highlight the region, generally city + brand/product/service as the main, for example, the home furnishing design brand @ time to build the regional matrix number is called @ Shenzhen time to build design, @ Changsha time to build design, so that the target city users at a glance to get; Secondly, the business profile needs to match the needs of the local users, to capture the attention of the user: for example, a home furnishing design business of the Guangdong Matrix Number Profile For example, the profile of a home design business in Guangdong emphasizes the highlights such as good at damp-proof design in the returning days, and can be landed in the case of pest control, which directly attracts the attention of local users; lastly, Ops also suggests that the business make full use of the lightweight sharing area – binding the offline store, directly displaying the store address and phone number, which can more enhance the trust of users. It can enhance the user’s sense of trust.
It is worth noting that in addition to the primary factor of geography, home furnishing merchants can further subdivide their accounts around elements such as style and ‘business’, for example, @TimeBuilders has subdivided its accounts into space design and art design on the basis of the city, so as to efficiently reach users with different needs in the same city.
Content seeding
combining the user decoration search path, production and placement of high-quality content
Home furnishing industry is a typical high-price, low-frequency industry, and users’ decision-making time is extremely long, reaching 1-3 months on average. During this period, they will carefully do their homework in the station – searching for decoration, selecting furniture related notes information, from 0-1 to understand the knowledge of home furnishing, target products and business reputation.
Industry manipulator said, this process is in line with the typical general search industry → detailed search category → fine search brand / product decision-making chain, so merchants in the target city users, but also need to carry out content seeding, the brand advantage planted in the user’s search of the road, so as to better fetch the letter of the user, and then get more to stay capital.
Before that, merchants first need to have good content.
① Produce good content: stimulate the user’s emotional resonance
home furnishing industry merchants how to produce good content? The president of Gujia Home Furnishings mentioned that when they sold furniture, they found that the so-called furniture, home in the front, with the back. Furniture is the apparatus, tools of home life. Apparatus itself is no topic, must be incorporated into the scene of family life, in order to impress people.
The home scene is rich and varied, so businessmen should first combine different scenes to build a content matrix.
The most common scenarios in the home furnishing industry are two: one is the practical life scenario, which highlights the product and design features and practically solves the user’s pain points. For example, the design business @Time Builders has created a practical French design based on the beauty of the L-shaped open kitchens with smooth lines of movement, which helps users make full use of every inch of space in Shenzhen, where land is scarce. The other is emotional value scene, which emphasizes the emotional experience brought by the scene and stimulates users’ emotional resonance. For example, a home furnishing business demonstrates the soft light and shadow of lamps through the healing scene of staying home in a rainy day with power outage, emphasizing that the romance of the night is given by the lights, which attracts a large number of non-social i-persons to comment on the consultation and thus achieves the purpose of planting grass on the product.
After determining the direction of the content, the merchant should likewise efficiently produce quality notes around the scene.
First of all, the title needs to highlight the three elements of the scene – people + demand + environment. For example, a furniture business launched a new product supportive mattress, so around the demand of pregnant mothers, working people and other people’s needs of the scene rendition of the title – to working mothers to support the secrets of a good night’s sleep, so that the mattress this biased rationality, bias technology category became to be Ultra-topical, and finally realized a single product sales of more than 100 million.
Then, with the help of Visual Hammer + Language Nail on the notes, we can strengthen the user’s sense of scene immersion. On the one hand, home furnishing merchants can strengthen the visual effect of the scene through immersive home atmosphere charts or decorative Before-After comparison charts; on the other hand, in the rhythm of the content of the notes, we summarize a set of content formulae in conjunction with the high-quality notes of many merchants: focusing on the precise scene + pointing out the user’s needs + giving design solutions (implanted in the merchant’s products/services) to implant their products/services into the user’s desired life scene, thus increasing their motivation to stay in the business. On the other hand, we summarized a set of content formula with many merchants’ high-quality notes: focus on precise scenes + point out users’ needs + give design solutions (implant the products/services of the merchant), so that the merchant’s products/services can be implanted into the users’ desired life scenes, thus increasing their motivation to stay in the business.
② Placement of good content: penetration of the user’s track mind
As we mentioned earlier, Xiaohongshu users in the station’s search habits tend to be from the general search to the fine search layer by layer, so merchants can be combined with the user’s search path for a combination of placement, to achieve efficient penetration of the user’s mind.
For example, users in the preparation of decoration, furniture purchase stage often first try to pan-search in the station, then merchants need to combine low-cost and long-tailed interest words, relevant content to reach potential users; then in the user’s further fine search, with the help of the scene words, strategy words to seize the track; finally, in the user locks the scope of the brand to lay out the brand words, product words, with positive feedback content, to ensure that Finally, when the user locks the brand scope, brand words and product words are laid out with positive feedback content to ensure that the first screen is visible after the user searches the brand carefully and completes the final closing.
In summary, around the scene output quality content, and then combined with the user search path, good content presented to the different search stage of the user’s eyes, is the home furnishing business in the small red book fast realization of the content of the shortcut to grass, to the new home furnishing and design business @ time to build for example, they 2024 brand exposure of 100 million +, the reading volume of 1,653w +, the brand word search volume of 1w +, 140% increase, for the new home furnishing and design business @ time to build, this achievement is very impressive. For a new home furnishing business that was just established a few years ago, this achievement is very amazing.
Private Message Conversion
Using KOS and Private Messenger to effectively receive and convert inquiries.
Of course, for businesses, conversion is always the ultimate goal. For home furnishings such as home furnishings need to be deeply integrated with the user’s life and a lot of details of the service project, the user grass is one thing, and ultimately to stay in the capital conversion is another, many users have said that they planted grass is still because of a variety of details of anxiety, such as whether or not they can be landed, and whether or not their own personalized needs can be met.
So how can merchants quickly take over the potential customers who have the intention to contribute to the retention and even conversion? How to realize the key leap from planting grass to retaining capital?
In this regard, KOS, which links online and offline business and has professional knowledge and quick response capability, becomes a necessary option for merchants. How can home furnishing merchants build KOS?
First of all, KOS as a front-line service personnel, the most important thing is the sense of people, merchants need to combine their own business, to create a real professional persona, such as @Time to build a designer persona and video record designers measuring, design, supervision of a day, directly with the fact that to improve their credibility; then for example, the mattress business @Noor Xue Ping to create store sales persona, go to the factory to shoot the mattress making process, to the user! The mattress merchant @norxepin created a store sales persona and went to the factory to film the mattress making process, giving users a sense of immersion in the real world. Then improve the response speed of KOS, timely answer the user order before the comment area and a series of private letter concerns, some merchants even set up a 1-hour response, 24 hours to deal with the service mechanism, maximize retention of intentional users; Finally, KOS can also be synchronized with their personal account merchant time-limited benefits + preferential policies (such as preferential quotas, free programs, etc.), multi-touch points to reach the user, incentives to stay in the capital of the user! The KOSs can also synchronize their personal accounts with the merchants’ time-limited benefits and preferential policies (such as free programs) to reach users through multiple touchpoints and incentivize them to stay in the store.
In addition, merchants can also layout professional lead marketing tool Private Messaging, the tool can not only do response efficiency, but also can do communication efficiency and conversion efficiency, three-pronged approach to effectively undertake leads.
First, in response to improve efficiency, merchants can first use Private Messaging welcome message to explain their services/products, help users quickly understand their own, while giving users limited-time offers/benefits, such as This offer is limited to three days, there are still 23 places, do you need to reserve it for you?, thus suggesting that users enter the next step of the action. and thus imply that the user is moving on to the next step. At the same time, merchants can also set up a good auto-reply with the help of private messaging, such as the following design that allows users to click on it to quickly learn more information, which can further increase the rate of user openings.
Secondly, in the communication efficiency, merchants do a good job in three steps can realize the depth of communication with the user, and then insight into the user’s pain points, matching the user’s needs, paving the way for the subsequent conversion: First, merchants can use the private message through the notes source function to gain insight into the user’s private message before reading the line notes and source account, so as to facilitate the customer service to quickly understand the user’s consulting intentions, improve the quality of the dialogue and efficiency. Secondly, after clarifying the user’s intention, the merchant can quickly give the user a satisfactory reply with the function of speech library of Private Messaging, which can ensure high-quality service even for newcomer KOS. Thirdly, merchants can also take the initiative to take advantage of the Private Messaging to capture real-time consulting comments under high-quality notes, and continue to follow up in private messages, realizing the two-way running between users and merchants.
Third, in the conversion of efficiency, merchants can simplify the link through the business card function, to improve the user to add contact information and other intentions, official data show that, with the help of the private letter pass, the user’s personal micro-plus micro-volume increased by 18 times, business card click on the replication rate increased by 70% (* data source: Xiaohongshu platform data, the week of comparison: August 29, 24 – September 11, 24; test week: September 12, 24) (Source: Xiaohongshu platform data, comparison week: 29 Aug – 11 Sep 24; test week: 12 Sep – 25 Sep 24) At the same time, merchants can also directly use Private Messaging’s Retention Card to take on more user information – first, through personalized speech to guide the user to retain funds, the card highlights the notes related to the point of interest, and finally the information is authorized by the user to fill in the pre-fill can be submitted with one click. Data shows that merchants who use the retention card can reduce their retention costs by 29% compared to merchants who do not use the retention card (*Data source: Xiaohongshu platform data, comparison week: 3/10/24 – 10/16/24; test week: 11/17/24 – 11/30/24).
After planting grass, with the help of KOS real people reach + private letter pass efficient undertaking, home furnishing business @Noel Xueping in the small red book to achieve a substantial increase in the volume of private letter into the line, the station of high-end handmade mattress track SOC/SOV to do to the TOP 3, 2024 annual GMV more than ten million.
At present, the Xiaohongshu home furnishing track is still growing rapidly, the data show that 300 million users are accustomed to sharing their homes in Xiaohongshu, and the industry’s content has grown as high as 87%, behind the series of figures is the hundreds of millions of users who have not yet been satisfied with the expectations of life.
Combined with the above, it is not difficult to find that theXiaohongshu home furnishing industry lead marketing has been explored a replicable path, the key is that each step should be centered on the characteristics of the industry and user needs: screening users in serviceable areas, output of scenario-based grass content, according to the decision-making habits of the search placement and effective lead undertaking with the help of the KOS and the private letter pass … … …as long as you do these points, you can realize the business explosion.
The above is the small red book lead operation practical column on the home home furnishing industry practical play, the next operation society will be combined with excellent cases, for you to dismantle the education industry, interested users can continue to pay attention.
