100 help plan
I have written a lot of articles on the operation of Xiaohongshu enterprise account, and I mainly shared content creation, operation direction, etc. In particular, the previous article made a comprehensive elaboration on the operation of the Xiaohongshu enterprise account. Confinement Center Club丨Xiaohongshu operation and promotion of content creation, spotlight projection, and talent planting.
In recent days, a friend has asked me that I have also invested in Spotlight, but it seems that this production ratio is not high, and the advertising fee is spent until about 10 o'clock in the morning every day, and it is basically gone. There has been no increase in the number of customers, and the operation of Xiaohongshu's official distribution has no other tricks except for me to increase my budget.
If your Xiaohongshu business account also encounters the same problem, then it is recommended that you read the following carefully, which may be able to help you solve it.
juguangtouliu
Spotlight casting
I summarize the core logic of Xiaohongshu's spotlight projection as a "big premise" and "two central points", the big premise is that money should be spent, spend the least amount of money possible, and get the most customers;The two central points are mainly around the continuous optimization of the advertising model and advertising materials, and the effect is not good, so adjust it as soon as possible.
1. "A big premise" for spotlight projection
Spending every penny of advertising money is more valuable, and it can better reflect the irreplaceable value of our operators.
** in the vernacular
You can spend as little as $1 to get 1 customer, never spend $10.
Second, the "two center points" of spotlight projection
1. Optimization of the delivery model.
At present, in terms of the purpose of customer acquisition in physical stores, the advertising model is mainly keyword and information flow delivery, and it is mainly based on private message opening, and the advertising effect will be positively correlated with the bidding of private message opening and the time period of delivery.
How much is the right amount to place a private message to bid?
First of all, you can start from the lowest 1 yuan according to the size of the customer unit price of the promoted category, and gradually increase the delivery bid according to the consumption and customer acquisition.
Normal categories like we do, confinement centers, first-tier cities, can start from 50 yuan, gradually increase or decrease, third- and fourth-tier cities are recommended to start from about 10 yuan.
Increase frequency: If the customer unit price is low, it will be increased in units of 1 yuan, and if the customer unit price is high, it can be increased in units of 5 yuan.
The above is the Xiaohongshu account that I took over in November 2023, and the private message opening that has been measured so far**.
Keywords: 12 yuan.
Noon: $10.
Morning and evening weekends: 15 yuan.
Duration. First of all, it can be placed throughout the day, run for a few days, and then look at the time period when the advertising consumption and consultation customers appear, determine the concentrated period of effective traffic every day, and set the delivery time.
Secondly, the test effect can also be judged according to the use Xi of the target customer.
Other non-traffic concentration time is not not not to vote, you can reduce the bid, ensure the best advertising, try not to miss any of the first opportunity, you can get greater benefits, but also do not waste too much advertising money.
For example, normally, we put confinement center customers, 5-10 a.m. on weekdays, 17-24 p.m. for the ** delivery time, and on weekends can be delivered all day.
The above ** is the opening period of 15 yuan private message.
The above ** is the opening period of 10 yuan private message.
Search campaigns are set to run all hours of the day.
2. Optimization of delivery materials, not all notes are suitable for delivery, pay attention to the 5% click-through rate.
Selection of delivery notes.
Both the cover and the content should have both direct marketing attributes or brand planting attributes.
For example, our own Xiaohongshu put notes @ Evangelist Internet Operation Consulting.
The above two pure marketing notes are basically intended customer consultations.
This note of sharing dry goods is all pan-traffic, and there is no customer consultation.
If the delivered creative is less than 5% click-through rate.
Optimize your cover and title until you get a click-through rate, or simply change your delivery notes.
If the click-through rate is less than 5%, either the advertising model is not good and the target customers have not been found, or the advertising materials are not good and not attractive enough. Hurry up and tune!
The above is the background situation of the customer's spotlight projection, with a daily budget of 80 yuan, and the current customer acquisition cost is 395 yuan, it is expected that 400-800 yuan advertising fee can be traded for a customer.
If you are worried about Meituan, Dianping, Xiaohongshu, and Douyin short** operation to acquire customers, please contact me!
The ...... in the national operation order
Verticals
Mother and baby
Confinement Club丨Children's Photography丨Confinement Nursery丨Postpartum Repair丨Pregnant Woman Photography....
Education and training
Childcare丨Early Education丨Parent-child Swimming丨Concentration丨**丨Art丨Sports丨Dance Training....
03 Leisure and entertainment
Pet Hospital丨Children's Paradise丨Fitness Yoga丨Escape Room丨Script Killing丨Medical Beauty and Beauty....
Chengdu丨Chongqing丨Wuhan丨Suzhou.
Nanjing丨Shanghai丨Hangzhou丨Ningbo.
Changsha丨Shenzhen丨Guangzhou丨Nanning.
and other cities. Precise drainage skills and short ** operation.
Confinement club, marketing, Meituan operation.
Xiaohongshu operates Meituan Dianping.
Meituan operates.