100 help plan
I have received a lot of inquiries about the operation of physical stores and Xiaohongshu recently. Very impressive!The services given by the agency operation are really uneven, and many agency operation companies do not have enough research on the logic of the current operation of the platform (because the platform rules have been changing), and the commitment to customers is not delivered in addition to the best amount.
As a result, many companies with generation operation needs will feel that in addition to being cut leeks, the rest will be chicken feathers, and there is no effect at all.
For example, two days ago, a client in Suzhou who was working as a wedding planner provided me with the password of the backend account of Xiaohongshu and Meituan Dianping, so that I could help me come up with a framework plan to improve the operation.
I first logged in to the background of Meituan Dianping and looked at more than 100 consultations a month, and now I feel that the effect is actually okay, there is no need to change operations, but after confirming with him, I found that this is the data that he used to operate on behalf of the company, and the real data is in the past 2-3 months, and there are only less than 15 real customer consultations.
Xiaohongshu too, I've seen their accounts, especially the planned interactive activity data is okay, hundreds of likes, and there are several hundreds of reviews, but when I look at these onlookers, all of them are non-demand customers, and the ones who have been drained are some pan-traffic, which is obviously in pursuit of the prosperity of nothingness.
Wrong direction!!
Again, our physical store is the number, and the core point is still thereReach the right customers, because there are customers in need of basicsDirectly transfer to a private domain, not necessarily following you. Especially for some marketing content, there will not be so much pan-traffic to interact with you.
The number of fans and likes seems to be lively, but in fact, the monetization ability is extremely poor.
Refer to an article I published last month: Traffic ≠ Transaction ???Online customer acquisition operation of physical stores, practical gameplay.
If a brick-and-mortar store wants to attract customers through the Internet, the right thing to do is:
User portraits. First of all, analyze the portrait of the target customer, what are their pain points, and what are their concerns?
Refining the selling point. Then, according to the customer portrait, combined with their own advantages and characteristics, to build the content (**
Spotlight ingestion. Combined with the platform's focus on streaming, using high-quality marketing notes, and repeatedly reaching target customers, at present, most of the private message openings of most projects on the Xiaohongshu platform are less than 50 yuan, especially for categories with high customer unit value, which is very cost-effective.
Note planting. If you have a spare budget, you can recruit amateurs to take grass notes.
Platform Rules. A few years ago, the number of Daren amateur accounts could produce good results, but now the notes that are brushed in batches are likely to be captured by the platform's big data and deleted by the current limit. The Xiaohongshu platform is to make money, and the previous gameplay has changed.