如何利用小红书做产品推广

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小红书最普遍有效的推广方式就是产品推广了。小红书作为一个门槛低,投资回报大的优质投放平台,选择在其上推广产品,相对其他平台最容易取得良好的效果。

但是节日一直是商家必争的营销节点,每到节日之前的几个月,各大商家就开始着手准备。节日营销也成为了各大商家的热点营销手段。尤其是在电子商务如此发达的今天,各大电商也会整合好自身的资源,找好目标人群,利用好节日特性来开展节日营销。小红书作为目前最火爆的分享消费平台,自然也不会错过节日营销。商家们应该怎么做,才能开展好节日营销,取得想要的效果,就是我们今天要讨论的话题。

一、学习大品牌

如果你实在不知道怎么去开展节日营销,那么我建议你去多浏览大品牌之前的节日营销范例。大品牌总是集合了优质的资源,采取了最时行的营销方案,虽然我们可能因为财力物力的原因,无法完全复制,但是我们可以学习他们的思路。

虽说,节日是各大商家抓紧营销的好时机,但是“冰冻三尺非一日之寒”,要想在节日营销中取得好的成绩,平时的推广基础非常重要。只有做好平时的营销,将基础排名靠前,积累大量的粉丝群,再加上节日营销的效果,才能事半功倍。

二、建立品牌与节日的情感关联

不同的节日有不同的历史背景,商家在做好节日营销之前,一定要先了解节日文化。节日大概一共可以分为五种:国家法定节假日,比如国庆、元旦;民俗传统假日,比如春节、端午;时令节气节日,比如春分、冬至;西方舶来节日,比如圣诞节、感恩节;电商节日,比如双十一、618。只有针对不同节日的特点和习俗,商家才能去制定合适的营销方案,以满足消费者的节日情感,建立品牌与节日的情感联系,针对性的推广,才能达到营销的效果。

三、提前集中优质KOL资源
在小红书推广营销中,KOL达人一直以辨识度高、话语权集中,占据着小红书的优质资源。小红书节日营销计划一般要提前最少三个月准备,所以不可能在临近节日的时候才开始着手寻找KOL资源。众多品牌抢占KOL资源的竞争非常激烈,所以,提前集中优质的KOL资源非常有必要。最好的建议就是储备自己的资源。


四、打造优质的笔记内容

那产品推广有哪些步骤、需要注意些什么呢?就让我们重点来谈一谈这些。

1、以素人稿件的方式推广

在如今这样一个普遍已经习惯网购的信息时代,我们看上某些物品之后,由于接触不到物品的实物,往往会选择在各类平台上搜索该产品的信息。而官方的硬性广告宣传,往往不是我们考量的标准,反而更倾向于参考其他购买者们的使用感受,或者一些KOL的“测评”。

所以,我们就需要用上铺量素人稿件的推广方式,来进行一个内容池的搭建。之前公众号内已经介绍过不少的素人教程,其中就详细的介绍了小红书的写法。而且,我们公司具有一批清楚小红书规则,知道小红书稿件写法的优质素人写手。

素人稿件虽然听起来力量微薄,但一旦做好优质的稿件铺量,它将是产品推广最重要的一步铺垫,基础坚固了,后续的其他推广才能更好的得到效果。那“素人”稿件需要注意什么呢?首先是为自己的文字负责,产品推广并非一味夸张的夸赞,而是找到产品的优点及其受众,并且尽可能多的展现关键词、避免违规。

2、达人(KOL)稿件推广

KOL也就是我们日常所说的“网红”,他们具有一定的粉丝基础,能够在仅发少量稿件的情况下取得优质的宣传效果。

KOL笔记如果优质内容越多,就会获得更多的流量推荐权,在进行小红书推广的时候,一定要打造优质的笔记内容,要针对消费者的触点,能回答消费者的疑惑,并且提出针对性的建议,给用户传达真实的体验,得到消费者认可。

而我们选择KOL的时候,并非随便推稿,也会经过多重考量,例如是否适合产品与品牌的调性,其粉丝是否大量为品牌或产品的受众,还会考量是否存在水号的情况等等。

3、爆文模仿-高质量稿件推广

这一推广方式的重点就在稿件了,那么怎样写出高质量稿件呢?

优质的图片。打开小红书给我们最直接的感官刺激的就是琳琅满目的图片,站在用户的角度,一定会打开封面图能给自己带来审美体验和一定产品判断的文章。所以图片质量和p图能力很关键,借助p图软件和优质拍摄场景即可。而且目前小红书着重视频笔记的推崇,这也是着重考量的一方面。

4、找对合适的代运营

 

最有效的小红书推广方式:产品推广!


 


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