100 help plan
What the target customers need to see is: **characteristics, the advantages of our service, and the difference is in**....
part a
The operational case
A few days ago, my Xiaohongshu @ Evangelist Internet Operation Consulting came up with a consulting operation customer, and his business is mainly to do local confinement services.
In the process of communication, he said to me: I have a number of 380,000 followers, but now I want to give up.
I said, why don't you send me your account and I'll help you find the reason.
I analyzed the following two main points:
The confinement meal was a highlight
But what attracted was not the same city traffic, but the national traffic, and most of them were in the same industry, and the comment areas were all over the country, most of which were mainly based on asking him for confinement meal recipes.
The content of the account lacks the customer's mindset (which is completely self-congratulatory).
What the target customers need to see is: how long in advance to determine the confinement lady, the first day of the confinement lady, the introduction of the confinement lady, the advantages of our service, and the difference point, none of these contents.
I also gave a suggestion for the content to be published at the end:
On Xiaohongshu, marketing content, it is recommended to focus on notes - this is in line with the attributes of the platform, supplemented by ** (pan-entertainment content is easy to get out of the circle, and it is still difficult to create such content monetization), in terms of content construction, it is necessary to be interactive, and in addition, to reach more accurate traffic, it is recommended to open up the spotlight information flow.
The content can refer to the two notes at the top of my personal account, as shown below:
I said that I only have more than 80 followers on this account, but there are 5-10 inquiries per day on average, and this is the gap.
April 19, 2023 8 inquiries.
April 20, 2023 11 inquiries.
part b
Traffic = Deal???
So, traffic = deal???
The fundamental logic is that everyone may be in the wrong direction.
The idea of operation needs to change the original traffic first, fans first, and then transaction, to first think clearly about why the traffic (target customers) will come to your store.
That is, to think about the following two things clearly:
First things first
I need a confinement lady, and I want to find out why these people in the confinement club are staying on your note or **.
The second thing
How the remaining batch of accurate traffic makes them buy is because of identity, cost-effectiveness, service, or trust brought by cases. All your text, covers, and data must serve the transaction, and you must make content based on the transaction, and the traffic brought by these contents can be realized.
Directly transfer to a private domain
And the group of people who are interested in you will directly transfer to the private domain, and they don't necessarily have to become fans of your account.
Xiaohongshu private messages are transferred to private domains.
part c
Shift in operational direction
If you've been thinking about how to do traffic, it's always traffic that brings it.
Because it's very simple, just copy the structure of the popular **, can't we imitate it?
For example, recently, slipping and falling, catwalks, cross-dressing, quarrels, etc.** All walks of life are filming, which can indeed bring traffic, but does this traffic make sense to you?
Conclusion
For the Internet operation and customer acquisition of local physical stores like ours:
The traffic itself is not equal to the transaction, only by jumping out of this misunderstanding, a note, maybe dozens of traffic, hundreds of traffic is enough for you to bring a large number of customers on the Xiaohongshu platform.