At present, whether it is online products or offline stores, there is a lack of traffic. Taking advantage of the fact that Xiaohongshu can still attract some customer flow, offline stores can attract users by doing Xiaohongshu operations. In this article, the author shares the systematic method of making Xiaohongshu in offline stores for your reference.
On the phone with the owner of the offline store last week, before he started chatting, he threw out: "Is the offline store suitable for Xiaohongshu".
I said that now relying on the traffic of the three melons and two dates in the business district, not doing the online traffic of Xiaohongshu and Douyin, and non-brand merchants, it is basically dry consumption and extinction
At present, consumers' interest in going to the business district is getting lower and lower, the traffic in the business district has plummeted, and it is really difficult for offline stores to only stick to those few kilometers of business district!
At this time, it is necessary to do a good job of online + offline combination, and do a good job online on platforms such as Xiaohongshu, Douyin, and Dianping to increase public domain traffic.
Inadvertently swiped the account of the Shanghai custom cheongsam store, the content of the account focused on the store, customer cases, products and other forms, after the notes exploded, the comment area was drained to the store address, and the trumpet was drained to the private domain.
This is the success of silently stealing traffic on the platform, and even peers don't know that his store has always had traffic, living outside the imagination of his peers
The operation of cheongsam in Xiaohongshu
Online stores do Xiaohongshu drainage, not only focusing on offline, but also can sell products in a larger range, the market will become larger, and sales will also increase
How to do a good job in Xiaohongshu in specific offline stores, I think there are 3 steps;
1. Establish a Xiaohongshu matrix number system
Xiaohongshu accounts are divided into personal accounts and enterprise accounts, and the enterprise account has a blue V logo, which requires a business license and trademark application.
For offline merchants to do Xiaohongshu, it is recommended that personal account + enterprise account start at the same time, because enterprise accounts have more permissions, such as binding offline stores, advertising, and private messaging functions;
On the other hand, if the traffic of the enterprise account is average, it will focus on operating a personal account, and the above cheongsam merchant is a personal account.
Little Red Book Enterprise Blue V logo
Not only enterprise accounts and personal accounts can also be added to the manager account and amateur account to form an account operation matrix;
Xiaohongshu account layout
After registering an account, you need to do a good job in account settings, instant and profile, store address, etc.;
1. Account Introduction
You can write your own advantages, good style, store address and other information, personal pursuit, such as 10 years of stores, service XXX customers, etc.;
2. Account avatar
Directly apply the door head or LOGO, and the manager will have a personal portrait;
3. My moment
"My Moment" has been released for 20 years, and most users know, how to use it better? The function has four content forms: daily check, punch card, text, and video.
You can choose a theme that corresponds to the content of the check-in, such as movie check-in, food check-in, etc. Reply to "My Moments" to get the setting method directly;
Xiaohongshu My Instant Settings
In terms of content settings, home decoration, wedding photography, and jewelry customers are set as drainage methods, but at present, the community is combing and strictly investigating, and now "private messages", "come to chat", "entrance guidelines" and "WeChat accounts" are all very risky.
Xiaohongshu My Instant Setup Case
My moment can also set up a product selling point promotion base to promote my own product highlights, such as natural bloggers' "good algae oil amber."
My Instant Setup Case
4. Offline stores
Offline stores are the platform's way to attract traffic to local merchants.
Add settings through PC backend - store management, the platform is based on the location of AutoNavi map, you can confirm through AutoNavi map before setting it to see if the store has been set up on AutoNavi map.
Note: Offline store settings only support enterprise professional accounts;
PS: The background can be bound to multiple offline stores, such as Taier Sauerkraut Fish is bound to hundreds of stores, and each store can aggregate the previous notes to display the effect in a centralized manner.
"Taier Sauerkraut Fish" offline store binding
The function of offline stores is to leave the store phone number to facilitate users to book and consult, and some merchants will set the phone number and WeChat to the same, and there is a risk to try to operate.
Xiaohongshu offline store phone case
2. Build an account content system
After completing the basic setting of the account, the next thing to do is how to publish 1 note, in this case, topic selection and writing are the two core key points;
1. Choose a topic
The best way at this time is to find the recent peer explosion, which must be within the last 30 days, find 3-4 notes to see if you can shoot.
If you do a direct search for "cheongsam customization", you can see the recent red hot notes, which can be directly imitated;
Cheongsam is a popular topic recently
2. Title
The upper limit of the title of Xiaohongshu is only 20 words, and the cover is relatively large, resulting in the title occupying less sight, and the title should point out the core theme of the whole text to the point, and the title, as the highest weight of Chinese characters in the note, is easier to search.
The title of Little Red Book is indicated
When you write a title, you can also start from the crowd, scene, pain points, solutions, emotional value, action instructions, and colloquialism according to the title formula I summarized
Little Red Book Universal Title Formula
3. Header image
A good head picture, the note is more than half of the success, to make the first picture of Xiaohongshu, to browse the environment as a shelf, with shelf thinking to think, to ensure that the user in the brush notes, get the user's first attention, in the Xiaohongshu first picture setting, you can cut from the following angles.
The image size can be selected as a 3:4 image, because whether it is on the discovery page or search, the image occupies the largest position on the screen, so that you can get more placements.
How do I guarantee that the image is 3:4? When posting, be sure to point crop - size 3:4;
Little Red Book 3:4 How to Cut
The cover picture can be written with title copywriting, supplementary title, small print copywriting, and directly write small copywriting about consumers' pain points, which is easier to stimulate users' desire to click, such as IKF's copywriting "100 yuan Bluetooth headset actually has this sound quality, no more than 1,000 yuan incense"
A collection of cover subheadings copywriting
4. Body
The upper limit of the number of words is 1000 words, the content can not be too small, and the short articles are not easy to be included, and at the same time, the regional name is implanted when writing notes, such as Shanghai cheongsam customization, Shenzhen confinement center, Changchun wedding dress customization and other keywords;
5. Positioning
When publishing, remember to locate the store address, because of the aggregation function of Xiaohongshu, click on the address, and you can see all the notes gathered at the address
3. How to attract traffic to private domain stores?
For a single store, the core is to direct traffic to the private domain and stores, especially the private domain, which can be directed to the private domain in the comment area, and the main account can comment on the offline store name;
For more information about the drainage method of Xiaohongshu, please see this article: How to Drainage in Xiaohongshu?
At the same time, offline stores can visit the store through influencers, attract traffic to the store through influencers, take photos and check in, and promote the store;
Like the current Internet celebrity clothing store, it is also through amateurs and local store explorers to visit the store, compared with pure enterprise account publicity, such notes are easier to attract user interaction;
The above is how offline stores operate Xiaohongshu, if you want to know more about operation knowledge, continue to pay attention to Jianghe chat marketing.
This article is written by Everyone is a Product Manager Author [Jianghe Chat Marketing], WeChat public account: [Jianghe Chat Marketing], original/authorized Published in Everyone is a product manager, without permission, it is forbidden to reprint.
Image from Unsplash, based on the CC0 license.