Overseas Brand Little Red Book Influencer Seeding Marketing Four-step Method
Influencers are the communicators of brand marketing. Through the dissemination of influencer content, the value of brand content in various circulation channels is increased, trust with users in the brand and product is enhanced, narrowing the distance between influencers and consumers. Influencers act as the "accelerator" and "amplifier" for the brand. The professionalism of influencers' personal identity can better help interpret brand concepts, analyze brand products, bring valuable content to the audience, and achieve the effects of endorsement, cooperation, and co-creation.
Step 1: Brand Positioning
Brand positioning is the foundation and key to marketing initiation. The following three points can help us better position the brand:
- Identify the target audience profile: Platform data can help brand owners quickly understand the audience profile and consumption habits of brand accounts and notes. Combined with more refined insights into brand and product feedback, further enrich user profiles, and position the brand’s core audience.
- Understand and deeply analyze industry competitor strategies: Grasp market trends and marketing opportunities through industry performance, further explore core audience opportunities, understand category growth demands, release differentiated content through track performance, establish brand differentiation, and create communication highlights.
- Combine own marketing status: Conduct data analysis, search performance, user feedback, etc., for published notes, further assess the brand’s own marketing status.
Step 2: Conveying Selling Points
- When the brand/product has clear selling points: Collaborate with KOLs in related fields, focus on the actual needs of users by combining product usage scenarios and experiences, and convey the brand/product selling points to attract user attention, increase user trust, and encourage purchases.
- When there are no clear selling points: Collaborate with KOLs in relevant fields, jointly distribute sample products, produce real product experience content through influencers, obtain feedback from influencers and users, achieve product word-of-mouth marketing, and identify product selling points.
Step 3: Deep Co-creation
- For new products, collaborate with KOLs to amplify selling points and deepen user impressions through multidimensional content forms, convey different values of the product, integrate multiple scenarios to strengthen product memory points, and iterate products based on user feedback to enhance product strength.
- For mature product categories: Achieve breaking through audience circles and expanding new audiences through high-quality content co-creation with KOLs. Enrich content expression forms through new scene construction, inject fresh vitality into the brand through new images, and leave deep memories for users.
Step 4: Traffic Boost
KOL collaboration: Empower brand communication with high-quality influencer materials.
Traffic tools support, accurately covering more target audiences.
• Tool 1: Information flow advertising – Achieve comprehensive exposure for brand-targeted notes through targeted delivery/omnichannel promotion, reaching target users.
• Tool 2: Search advertising – Target high-spending users with purchasing intentions, occupy keywords, and promote precise conversions.
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