In order to help small and medium-sized merchants better master the “Xiaohongshu grass seeding” landing practical ability, improve the success rate of grass seeding, improve the conversion efficiency, operation society opened the “Xiaohongshu grass seeding operation practical column”.
In the previous content, we mentioned a set of small red book official recommendation, can efficiently amplify the flow of high-quality grass notes play – KFS product seeding combination of placement, which blogger cooperation (K) and information flow placement (F) we have explained in detail, today we will talk about the rest of the part! –Search field (S).
Operation society in and business offline exchange found that many merchants realize that the commercial value of the Xiaohongshu search field is high enough, but do not know how to make their own notes to be searched, how to bring high conversion through the search promotion.
After all, the keywords are too precise audience is limited, the traffic obtained by the search is low; but too broad, and often lead to the conversion efficiency is not high, the money spent, but not the ideal conversion results.
So, the small red book search field in the end there is no dividend? How can brands do small inputs and big outputs with the help of “search promotion” in Xiaohongshu? Today’s article, we will talk in detail.
Xiaohongshu Search Field, the New Blue Ocean of Business
Operation Society believes that for merchants who need certaizzn decision-making costs and value long-term brand building (building word-of-mouth, product seeding and accumulating user assets), the dividends of the Xiaohongshu search field are mainly reflected in the three aspects of traffic, seeding and links.
1) There is traffic: users actively search, higher trust
First of all, in terms of traffic, Xiaohongshu users have a strong active search mentality and a clear search demand.
In fact, for the Internet, “search” is not a new business: from the PC end of the website era of “information retrieval”, to later e-commerce era of “shelf search”, and then later “heuristic search”, “intelligent search” …… we can see that the major platforms have been increasing the layout of the search business.
Among them, based on UGC (user shared content) Xiaohongshu, because most of the users and content creators are ordinary people, so that its platform content is more in line with the needs of life decision-making.
In the discussion of a life topic, Xiaohongshu has become an irreplaceable decision-making portal in the hearts of users, assisting users in making consumption decisions while also providing “commercial space” for brands and businesses.
Official data show that 70% of the monthly active users of Xiaohongshu have search behavior, 88% of all search behavior is active search (rather than passive search guided by the platform recommended, such as the top component of the comment area), and as many as 42% of the new users to the first day of Xiaohongshu to use the search function.
Nearly 90% of users said that their “search results” in Xiaohongshu have an impact on their consumer decisions, which range from buying a house, traveling abroad, to whose detergent is better ……
2) Easy to plant grass: “general search + refined search”, more efficient planting of grass
Unlike other platforms, Xiaohongshu’s search method is more like a “funnel”, with 64% of users gradually shrinking the scope of their query by first general searching and then fine searching to get precise results.
The benefits of this approach are twofold: on the one hand, this funnel-type search method has extensibility, and each link can stimulate user demand, giving more opportunities for niche brands to break through; on the other hand, each search is closer to the decision-making and conversion, and the probability of the user’s final order is higher.
For example, when the camping fire, the user in the small red book search camping, may be related to keywords attracted to search “camping wear” (of course, it may also be “camping equipment”, we only cite an example), and then down to the content will be activated by the segmentation of demand, such as camping To protect from the sun, you need to “sunscreen clothing”, or to keep warm, you need to use the “rushing clothes” …… After a clear understanding of the user will begin to search for specific “brand words “……
Once upon a time, the brand search promotion often directly choose the “punching jacket”, “sunscreen” and other categories of words, competition is fierce price is also high. But now, Xiaohongshu search can help brands with “upstream keywords” to do a good job of intercepting intentional users, in order to ensure that the stock (users directly fine search) based on the “general search” for incremental population.
Of course, for some tracks, fine search is still the most important way for users to search, such as the luxury industry. The Xiaohongshu Luxury Industry Crowd Insight Report shows that 47.6% of Xiaohongshu users preferred the platform to learn about luxury content, and the proportion of users directly searching for a single product was as high as 57.5%.
For this type of industry, it is necessary to continue to excavate new scenes on the basis of tightening the core words to find new traffic openings, and the grass-planting efficiency is not inferior to the “from general search to fine search mode”.
3) Linkable: multiple links, locking short conversion paths
For merchants, in the decentralized field of Xiaohongshu, the search field is the only aggregation field – users actively find merchants and products through search, and merchants can also reach users through search promotion.
Therefore, at the end of last year, Xiaohongshu upgraded its search promotion to “Search Direct” to help merchants reach various business scenarios (six scenarios, including content planting, e-commerce closed-loop, off-site store transactions, and customer information collection).
Among them, in addition to “content grass-raising” to continuously penetrate users’ minds, “closed loop e-commerce”, “off-site store transactions” and “customer information collection” can help brands and merchants directly convert users in the search field:
For one thing, if a brand opens a Xiaohongshu store, in the “closed-loop e-commerce” scenario, users can directly click on the shopping link in the notes to complete the order, realizing the closed-loop conversion within the station;
Secondly, if the brand operates a store outside the Xiaohongshu website, in the “off-site store transaction” scenario, users can jump to the off-site through searching directly and carry out the purchase action;
Third, if the industry requires offline transactions, the brand can also use the “customer information collection” in the Xiaohongshu direct collection of users to retain information.
In this way, it is equivalent to the platform through the “search direct”, linking up the brand and the user, so that the user realizes “what you search for is what you get”, and the brand is also able to tap into the real business opportunities and incremental volume through a more direct conversion link.
How can brands conduct search promotion efficiently?
Different from the “information flow promotion” around the “notes”, ‘test’ and “crowd targeting” aspects of the development of search promotion, “keywords” is the decisive factor affecting the effect of the investment, the keywords chosen correctly, you can use the search field to achieve efficient grass conversion, and even low-cost to seize the traffic of the new blue ocean. If you choose the wrong keywords, you will be involved in the red sea competition, high bidding cost, and poor conversion rate.
Below, the operation society focuses on the “keywords”, sharing an efficient search promotion program from the official Xiaohongshu – “DEEP search placement strategy”.
“DEEP search placement strategy” refers to the use of keyword planning and search field, the quality of grass transformation content is accurately presented to the brand’s target group, to achieve efficient card position and accurate acquisition of traffic.
There are four main steps in this strategy: Divide, Essential, Expand and Potential.
Among them, “Divide” is the first step in the layout of the small red book search promotion of enterprises, meaning that the user search terms, and categorized according to the word, such as brand words, category words, scene words, efficacy words, etc.; the latter three steps (lock the core ¡ú Push traffic ¡ú Explore the blue sea) will be due to the stage of the customer in different stages, there are different sequences of the landing.
Next, the operation society will be around these 4 steps to explain in detail:
1）D-Divide: Combine with crowd inverse funnel model to sort out keyword matrix
“Divide” refers to the systematic sorting out of the keywords that may be involved in the campaign before the launch – combining with the “crowd inverse funnel model” to form a “keyword” matrix including brand words, product words, category words, scene words, efficacy words, upstream and downstream words, etc. (refer to the above chart for details). Keywords
Among them, brand words and product words correspond to “brand core users”, and most of these users are “fine search users” – directly searching for brands and related products;
Category words, scene words, ingredient words, etc. correspond to “high potential users”, most of these users have related needs, and even searched for the brand, category, but have not yet ordered, so you can combine the scene and efficacy and other keywords to promote grass;
Potential intention words and upstream and downstream words correspond to “interested pan-users”, if you want to convert and weed this part of users, the key lies in combining with the word recommendation tool provided by Spotlight platform to expand the related keywords, so as to tap more incremental volume.
Lemon Light Diet App combines the “DEEP Search Placement Strategy” to sort out keywords by lexical nature: “Lemon Light Diet App” is set as the brand word, which mainly reaches the core users and creates the basic disk; then it combines with the scenario construction and product efficacy to sort out the scenario words and efficacy words such as “college students lose weight” and “lazy people’s recipes” to maximize the reach of potential people who have the need to lose weight and slim down; finally, it finds those blue ocean words with less competition but long-tail value. Then we will combine the scene construction and product efficacy to find scene words and efficacy words such as “college students lose weight” and “lazy people’s recipes” to maximize the reach of potential people who have the need for weight loss and slimming; finally, we will find those blue ocean words with less competition but with long-tail value, so as to stabilize the amount of volume and get continuous income, such as “face changes after losing 20 pounds face changes“, ”post-holiday weight loss” ……
In the end, with the help of this strategy, Lemon Light Diet App’s SOV in the light diet track grew 45.5% YoY, and it rushed to the top 1 in the industry during the search promotion cooperation period.
2) E-lock core: first screen visible, efficient conversion
If you want to do a good job of search promotion, after completing the action of “sub lexicality”, the brand also needs to carry out targeted content configuration according to the identified lexicality (that is, keywords), and then carry out search promotion.
In the “lock core” this link, “core” refers to the brand’s core population, they are often the brand’s high intention users, has been fully grass brand, often directly search for brand words and product words.
If there is no content layout for this part, it is easy to appear two kinds of “catching customers”: one is that after the core users search, the first screen appears to be other brands of grass notes, resulting in core users being intercepted by other brands; the other is that the first screen appears to be “negative notes”, which directly dissuades the core users and causes losses.
Therefore, in terms of content configuration, what the brand has to do is to lay out a large number of “strategy-type notes” and “positive notes” around the brand word, so that “positive content” can be seen in the first screen after the core user actively searches.
For example, a travel APP found that the two most searched destinations by its audience are Hong Kong and Japan, and most of them are parents traveling with their children after the insight of Rhinoceros data.
Therefore, in addition to the brand words, the APP also set up key product words for core users – Hong Kong tour, Japan tour and parent-child tour, etc. Then, the keywords layout “strategy-type notes” to reach the users, and the layout of “positive notes” to enhance the user’s willingness to order, maximizing the conversion of core users.
3）E-To expand traffic: Innovative scene + seize the track, in-depth matching demand
Brands need to expand traffic and seize the track, which is specifically manifested in the layout of “answer-type notes” and “inspiration-type notes” for keywords such as category words, scene words and efficacy words, to maximize the undertaking of users who enter the search field through potential interests, and to stimulate users’ needs in depth.
Take the classic brand L’Occitane as an example, although its hand cream series of user awareness is high enough, but with the rise of more cost-effective national products, the competition is very fierce, L’Occitane is in urgent need of expanding the new traffic, to seize the absolute track advantage.
So, before the search promotion, the brand analyzed the search index through the Linghuo platform on hot topics, note word cloud, comment hot words, etc., and planned the scene words and strategy words.
On the one hand, the brand found two popular scenarios of manicure + gift-giving, and combined with the “keyword planning tool” to find more trending scenario terms such as “popular manicure in fall and winter” and “gift on the palm of your hand” to match the highly relevant “answer-based notes”;
On the other hand, combining the hot search keywords “manga hands” and “noblewoman’s hands”, it matches the notes related to gold hand creams with more advanced ingredients, thus broadening the audience of the product and cutting into the anti-ageing and anti-wrinkle track of the hands.
It is worth noting that, in order to ensure that reach more people, the brand search promotion plan to set the time and geographic area to be as wide as possible; but in order to avoid each other to grab the amount of the same product do not hang too many keywords, such as the keywords of the gold hand cream and the keywords of the shea hand cream almost no overlap, is to avoid competition within the product.
Through the search circle, L’Occitane retained the loyal brand population at the same time, but also to expand the circle to the manicure crowd, gift crowd, office crowd, the brand itself has successfully ascended to the hand cream category track Top 1, in the case of cost reductions, to increase the rate of 20% into the store.
4) P-explore blue ocean: long-tail words + interest words in two directions, explore the potential
Brands want to get low-cost, high-value incremental volume, we must explore the blue ocean (there is a search volume, but the promotion of keywords with little competition), that is, through the study of high-converting people, to find their potential intention words and upstream and downstream words, to maximize the scope of the reach of the pan-crowd of people who have an interest.
Operation society will be this part of the blue ocean keywords into two categories: low-cost long-tail words + high-value interest words.
① Low-cost long-tail words
For new brands just starting out and all brands during the big promotion, many big category words are priced very high, if you want to combine these types of search keywords to promote, the brand will definitely face the problem of high costs.
Therefore, choosing keywords that have less traffic, but are related to the product, can stabilize the average conversion cost at a lower price, as well as obtain a certain amount of long-tail traffic.
Mattress brand half day leisure in last year’s double eleven period encountered this problem, when the mattress category search keywords – “mattress” promotion price during the double eleven soared to 2.7 yuan, so half day leisure chose a niche word “mattress recommended”, the promotion price of only 0.8 yuan, greatly reducing the brand in the big promotion during the search! The promotion price was only 0.8 RMB, which greatly reduced the search cost of the brand during the promotion period and left higher profit margin for the brand operation.
Finally, half day leisure in the “mattress recommended” under the word SOV proportion rises sharply, directly ranked first, superimposed on the blogger grass and other operational actions is to achieve the category large disk accounted for 31%, the same kind of sales Top 1 of the good results.
② High-value interest words
Most brands are combined with their own products, track to do keyword planning, but sometimes, the brand can also be from the large volume of the track, to expand the high value interest words.
The most typical case is the beauty instrument brand Yameng, although the first in the small red book station search, but because the brand word is often attacked by similar brands, a lot of users searching for the brand after the order of the same kind, so the brand urgently need to improve the incremental increase in orders.
In this regard, the brand took a different approach, the keywords from the flow of less anti-aging track, converted to a larger flow of skin care track, in the creation of content focusing on highlighting the user search for higher whitening, skin care with keywords.
For example, from the perspective of “skincare hitchhiker”, Yameng MAX III provides a new skincare program of “beauty equipment + skincare products” – combining its own “four-fold whitening and promotion of osmosis” effect, partnering with Clarins White Bottle, highlighting a stronger whitening effect in the notes.
At the same time, the brand also promotes through the search field, guarding the traffic position, undertaking cooperation with the head of the Darren traffic, brand jam, and finally the new product search growth of 152%, brand name search growth of 145%, yameng also overfulfilled the marketing investment objectives, to achieve high conversion in the small red book.
Finally, the operation society again emphasizes that the order of the above three steps is not fixed, if it is a small or medium-sized brand, in the case of limited budget, it is recommended to advance from back to front:
First explore the blue ocean to accumulate raw traffic, such as through the long-tail words, low-cost search promotion, stabilizing the average conversion cost; on the basis of a certain strength, and then occupy the subdivided track (the more subdivided the easier it is to cut, the lower the cost), combined with the scene words, efficacy words to seize the user’s mind, to establish the status of the brand; and finally, in-depth transformation of the core users to cultivate them into loyal users of the brand, and to accumulate the capital of the brand’s users.
When the brand accumulates a certain amount of sound, it can be combined with the “crowd anti-funnel model”, from locking the core to expanding the flow to explore the blue ocean, further expanding the brand’s sound, and realizing the brand to break the circle.
Conclusion
Through the explanation of the above methods and cases, I believe you have a deeper understanding of the value of the Xiaohongshu search field and the “DEEP Search Placement Strategy”.
Since then, about the small red book KFS product seeding put combination – blogger cooperation, information flow promotion and search promotion, we have carried out a systematic explanation, looking forward to your landing practice and feedback.
The next issue, which is also the last issue of this column, we will start from the perspective of the enterprise organization, in order to do a good job of product seeding the current enterprise needs to be how the small red book operation talent, and how to become a master of the small red book operation, at the same time to recommend to you the official “small red book seeding marketer certification” program …… Welcome to continue to pay attention.
