Compared with KFS, maybe K pull B connection is more suitable for next year's Xiaohongshu

As the commercialization process of Xiaohongshu accelerates, small and medium-sized businesses are facing the dual challenges of rising traffic costs and adjusting their marketing strategies. The author of this article, Vic, with his rich marketing experience, proposed a Xiaohongshu marketing strategy of "K pulling B connecting", which is more suitable for small and medium-sized businesses.

I can clearly feel the anxiety of small and medium-sized businesses.

Xiaohongshu's commercialization process is getting faster and faster. It has the best community and the worst commercialization. If we give up Xiaohongshu, it seems that there is no other platform that can replace it. If we continue to focus on Xiaohongshu, the traffic cost will rise in the paid era next year, and the pressure will be great.

So how should we adjust our advertising strategy this year? Should we continue the KFS strategy next year? Is there any strategy that can be used with a small budget? Perhaps this article can give you some inspiration.

Is it necessary to use KFS for Xiaohongshu advertising?

The KFS strategy is the most politically correct strategy in Xiaohongshu's brand marketing. It can be used in all walks of life and is not easy to make mistakes. However, with the acceleration of the commercialization process and the increase in traffic growth, KFS has higher and higher budget requirements, especially the S part, S stands for Search, which refers to search placement. It is well known that search promotion is extremely expensive and requires sufficient budget in the Focus account and continuous consumption, especially for some category words with a certain scale, which consume very quickly. Search is no longer suitable for most small and medium-sized businesses.

Considering the ecological situation, I recommend that small and medium-sized businesses combine B-side accounts to develop a distribution strategy. Change from KFS to K-pull B connection, K-test B-replicate and other small-step fast distribution strategies

Definition difference: K and B are both content producers, representing the expert blogger side and the brand merchant side respectively

Content difference: K's content is more objective and real, so it has stronger spreadability and final conversion. B's content is more subjective and authoritative, and can be used with K's content to enhance conversion.

B-end accounts have several characteristics. The first is that the search weight is high, especially under the company's own brand words and product words, the search must be in the front position, which can not only undertake the search traffic, but also do a good job of preventing the interception of its own keywords; the second is that the investment is more efficient and there is more room for optimization. Most merchants still focus on K-end notes, but not all K-end notes can produce good results. When the notes need to be adjusted, KOLs may not be willing to cooperate. B-end accounts are the merchant's own accounts, and the note content can be adjusted faster, and it is more convenient for K to pull B to connect.

K-to-B connection is suitable for most small and medium-sized businesses. KOL notes and B-side account notes play different roles, and can obtain recommended page traffic and search page traffic respectively. It is an efficient strategy based on natural flow.

When KOL notes quickly expose a brand, there will inevitably be users who will search back after planting grass to further understand the brand and products. On the search page of brand words and product words, brand professional accounts have the highest search weight, so brand professional accounts can play a role in attracting traffic to a certain extent.

Users who have reached the return search stage already have a certain understanding of the product. They can use B-side accounts to make endorsement notes, especially for functional or medical products. This allows KOLs to make exposure and promotion notes, while B-side accounts can make conversion and promotion notes. KOLs pull B-side accounts together, complementing each other and making brand promotion more efficient.

Compared with K-side notes, B-side notes have higher algorithm assessment standards and are not easy to be distributed on a large scale. Therefore, the traffic of enterprise notes is often worse than that of expert notes.

Therefore, if you use a B-side account directly to test content and topics, it will be more time-consuming and more difficult to test results. However, K-side notes are completely different. Based on a certain number of fans of the K-side account, the notes are faster to cold start and easier to get recommendations from a wider range.

Therefore, the content model verified by the K-side account can be used to publish on the B-side account, and the notes can be heated up using Juguang or Chengfeng, forming a strategy for K testing B, reducing the merchant's time cost, and gaining exposure and volume faster. Content forms in different stages of planting grass and commercial sales

The two strategies mentioned above are applicable to both the seeding and water storage stage and the commercial sales conversion stage, but the scenarios are slightly different.

1) Scenarios during the seeding period: The K-side mainly outputs scenarios, and multi-dimensional scenarios bring users' real senses to implant products and attract users' interest; the B-side mainly outputs selling points, and selectively outputs product selling points based on user pain points to effectively solve user needs.

2) Scenarios during the sales period: The K-side mainly focuses on specific groups of people who have a need to purchase products, and uses endorsement and evaluation scenarios to strengthen the commonality between product selling points and user pain points for real conversion; the B-side uses enterprise accounts to explain practical knowledge and all-round product explanations to eliminate users' doubts and enhance their trust in brands and products for conversion.