Xiaohongshu Brand Promotion Company (recommended)

Jurong Marketing: Xiaohongshu promotion outsourcing company JRMarketing (Jurong Marketing) is a company dedicated to providing one-stop marketing agency operations and Internet hosting services for enterprises and brands. Its services include new energy Enterprises in various industries such as listed automobile companies, pharmaceutical group companies, property service companies, education and training companies, engineering construction companies, hotels, decoration and home furnishing companies, etc. Picture source Jurong Marketing: ww.jryxtg.com The company has rich brand management cases: Jurong Marketing has successively cooperated with Lin's Wood Industry, Yiyantang, Xiaopeng Motors, Jinxin Group, Snow Beer, Dynamic Sports, Nanchong Agricultural Bureau, etc. We have cooperated with customers from different industries and channels and received unanimous praise from customers. Jurong focuses more on providing customers with full-case promotion and planning services. It is unique in controlling the pace of promotion and promotion effects. The final results can often exceed customer expectations. How to promote Xiaohongshu brand? An introduction to the whole process of Xiaohongshu Talent Advertising. In fact, in addition to Xiaohongshu, the cooperation processes for talents on other platforms, such as Douyin, Kuaishou, Bilibili, Weibo, WeChat official accounts, video accounts, etc. are also similar, but there are some Data indicators, channel background, and quotation systems will be different. Here we take Xiaohongshu as an example to explain in detail, but brand cooperation on other platforms can also be used as an analogy for reference. The following is the main content of this article. First, what is expert placement? Talent delivery means that brand merchants deliver the products they need to promote to bloggers. After using the product experience according to the requirements of the merchant, the blogger creates pictures or video content and publishes it through his own account. Bloggers can get certain physical or fee remuneration, and brands can get the whole process of brand exposure and sales conversion. To put it bluntly, it is actually what bloggers call brand cooperation, commercial orders, and advertising, what fans call just the right meals, brands call talent delivery, and marketing service agencies call celebrity marketing and grass planting. The names of different people are abbreviated. There are differences, but they are all the same. Here we call it talent delivery. Second, I divide the process of talent placement into six steps, namely: demand initiation, recruitment screening, appointment of talent files, experience creation, release and settlement, and case closing review. Below is a detailed introduction to these six processes. 1. Demand initiation Under normal circumstances, after a brand merchant has a need for brand promotion or product promotion, it must first determine the promotion channels. For example, we choose the Xiaohongshu channel here. After choosing a channel, decide the budget and purpose of promotion. The general promotion budget and purpose are jointly formulated by the brand marketing department and relevant superiors. With a budget, delivery can go smoothly. The person in charge of the brand marketing department will formulate the strategy, cooperation methods and rules for this delivery based on the budget and purpose of the delivery. In a delivery, the delivery strategy, cooperation method and brief are very important, which largely determine whether the delivery is likely to be successful. Many brands started by randomly investing in bloggers, but after investing hundreds of thousands or millions, it had no effect, or little effect. A large part of the reason is that the strategy formulation is unreasonable, the cooperation method and the brief are not well written. 2. Recruitment and screening. Based on the strategy and difficulty of completion, the brand can decide whether to find bloggers to complete the delivery, entrust a third-party agency to assist, or both at the same time. There are many third-party agencies that provide strategy and implementation for brands, such as some independent personal public relations. , studios, MCNs, media companies, advertising companies, third-party data companies, etc. Trademarks can be selected based on the company's own circumstances. The degree of cooperation between brands and third-party agencies also varies. It is possible that the agency will participate in the entire closing process, from the formulation of the launch strategy to the execution of the plan, the screening and identification of bloggers, or it may just help the brand find suitable bloggers and act as external media. The agency or studio responsible for contacting bloggers is called media, PR, or business and delivery consultants (hereinafter referred to as PR). PR also plays a very important role in the entire process of brand cooperation, determining whether the delivery can find bloggers who meet the brand's needs in time; the quality of the media's work will also greatly affect the execution progress of the entire delivery, achieving efficiency and Explosive effect.

PR recruits bloggers who meet the requirements through various methods, such as the organization's own blogger resource library, or some blogger groups, notification groups, notification platforms on the link, or directly searching the entire network. After the media compiles the recruitment list, it will be screened to the agency’s project leader or the brand’s marketing staff. The relevant person in charge can check the account, Dandelion backend or third-party data platform (Xinhong, Qiangua, Cicada Mama, Rocket Big Data, etc.). ) to examine the blogger's account operation, such as: account authenticity, account tonality, fan group compliance, fan stickiness, whether there has been any recent cooperation with competing products, and the reading unit price ppc of recently released notes. , number of interactions, CPV, CPE, quotation, etc. , comprehensively measure and screen out the bloggers they think are suitable. More often, the person in charge may tell PR the requirements for screening bloggers, PR will conduct a preliminary check, and the person in charge will confirm again. 3. Appoint people and files. After preliminary screening of bloggers who are interested in cooperation, PR will contact relevant bloggers one-on-one and hand over the brand’s cooperation methods and brief (original advertising industry term, also known as creative brief). Bloggers, bloggers will consider whether to cooperate based on the brand's cooperation method, brief, products to be promoted and their own situation. For example, some bloggers will investigate whether there are negative reviews of their brands and products to see if they have a timetable, whether the cooperation method is acceptable, whether the brand tone is consistent with their own, and whether fans will like it. At the same time, bloggers will also provide their own cooperation instructions and specific quotations to the public relations. PR will handle and communicate based on past experience. If the blogger has special needs for cooperation, if a deposit needs to be paid first, the product needs to be tried out before confirming whether to cooperate, etc. , the public relations will feedback to the relevant person in charge for coordination and communication. After some back-and-forth communication, if both parties have no objections, the cooperation candidates and timetable will be initially confirmed. 4. If the experience creation is the promotion of physical products, the blogger will give the address, and the PR will contact the brand to send samples. Once the samples arrive, you can start experimenting and creating. Once a blogger’s first draft is completed, it usually needs to be sent to a publicist for review. The first draft review here can be directly reviewed by the public relations, or it can be packaged and sent to the relevant person in charge for further review and inspection after the preliminary review by the public relations. If it is a relatively prominent KOL, the brand will generally review it personally. If it is an amateur or KOC, the brand will also authorize the media to directly review and confirm it to reduce the workload and improve efficiency. Conflicts are often the most likely to occur during the creation and revision process. In order to avoid unnecessary conflicts, the more detailed and clear the previous brief, the better. Before cooperation, it is best for the media to remind the brief one-on-one of the important contents, including whether the script needs to be reviewed, the number of revisions, length, acceptance criteria, etc. 5. After the release of the paid manuscript is confirmed, the media needs to urge the blogger to publish it on time. If you encounter problems such as non-inclusion, traffic restrictions, poor results, resending, etc., you need to communicate with the brand in a timely manner. After publishing, the organization or brand must also maintain the comment area in a timely manner to respond to emergencies. If you encounter notes with good data or popular articles, you can increase traffic in a timely manner and expand exposure levels. In theory, notes with low CPV or CPE can be infinitely amplified. For good notes, brands can communicate with bloggers in a timely manner to authorize the works and forward them to other platforms to further expand exposure. 6. After the case review is released within a certain period of time, the agency or brand will usually recycle the data. Based on the recycling data, the hot-selling documents released this time will be reviewed and sorted. For average PPC, CPV, and CPE data, e-commerce merchants will also check the search upgrade data brought by delivery, conversion data after search, etc. From business people and other backgrounds. , and use the above data to evaluate the delivery effect, redelivery strategy and process, so as to serve as a reference for the next delivery.