The answer, of course, is many people.
This promotion model was not invented by Oprah.
For centuries, ordinary consumers have been following the advice and ideas of opinion leaders they trust, such as celebrities, TV stars, radio hosts and famous writers.
Why are these people called major opinion leaders (or kols)? How to cooperate with these opinion leaders to achieve your marketing goals? This article will give you the answer.
What is this? KOL？
An influential person like oprah winfrey is called the main opinion leader, that is, KOL. KOL refers to an influential figure in a certain field, with a wide audience and loyal fans in a certain field.
Working with red leaders can bring many benefits to your brand. Through the content of red scarf production, the brand will be truly and effectively conveyed to the target audience.
Kolvs influencer
People usually think that KOL and influencer mean the same thing, and it is easy to confuse the two words. In fact, influential people are people who have a certain number of fans (at least 1k), and the content they create is watched by loyal fans.
KOL's influence and audience are different from those of influencers, and its fans are more targeted.
For example, in the camera industry, businesses prefer to use the word KOL, because KOL has established a large number of specific audiences on social media, which are the target audiences of camera businesses.
KOL's most successful marketing case is YouTuber Casey Neistat, who had millions of YouTube subscribers before anyone knew what YouTube was.
He was the first person to popularize the production of video content. He showed the method of KOL marketing without going to film school or working in a production company.
This is why Cannon often uses Casey to promote their cameras and sees the potential of using KOL to promote their products. His video "How to Buy the Best Camera with the Least Money" recorded for Cannon EO5 700D has received more than 3.3 million views, 4,000 comments and more than 40,000 likes on YouTube.
Benefits of working with KOLS
What are the benefits of working with outstanding, influential and insightful red leaders?
Here are some ways that Red Leader can help you improve your brand:
1. Target the accurate audience
KOL can help you get a more accurate audience. If you want to gain a customer base of 18-25-year-old millennials who are keen on photography, you can cooperate with people like Casey Neistat on YouTube, and take advantage of KOL's prominent position to easily get millions of views, without using other marketing channels, such as Facebook advertising, PPC or chain marketing, with high cost and wide audience.
Increase sales
KOL can make your product sales soar in a short time and keep growing for a long time. It is a good KOL marketing skill to let KOL create content with your product features (using eye-catching hashtag). In the long run, these posts and contents will be browsed again by more people, keeping the relevance of the creative content and carrying out personal marketing.
Step 3 increase the number of visits
Many companies will spend a lot of advertising money on social media advertisements and ppc advertisements to increase their exposure, but the most effective way is to obtain target customers (that is, customers who are interested in buying products). This is KOL's selling point. They can make relevant products, advertisements and content, and show your products to the best customers.
Key principles of KOL marketing
1. Set goals
Before contacting KOL, be clear about your goals. Do you want to build brand influence? Sell more products? Still draining social accounts?
The content of your advertisement depends on your purpose.
Your goals can be short-term or long-term. The way to achieve long-term goals can also be to establish an SEO chain to improve the visibility of your brand for a long time.
2. Develop marketing strategy
The next step is to formulate KOL marketing strategy. How to change the first step to achieve the goal? How does KOL help you achieve your goals? What media should I use? How to establish contact with KOL? How much content should KOL create? Is the content displayed as an article or a video?
Find a red man
Finding the most suitable KOL is not that simple. The easiest way is to search for keywords in Google or various social media channels.
The second method is to find a third-party platform, such as famebit, influencer, wotokol. These platforms will provide various parameters of KOL (region, fan base and fan base analysis). If used together, it is relatively easy to find the most suitable KOL.
4. Create and publish content
The most critical step is the creation of content, which should be creative, attractive and able to interact with the audience.
Content is a two-way choice. You need KOL to bring benefits to your company, and KOL also needs you to bring him more positive influences. Make maximum use of all their social channels, you can bring them benefits, and they tend to continue to cooperate with you.
For example, having KOL post content on its Instagram and then direct viewers to their YouTube videos or video blogs can bring them traffic and participation.
5. Keep in touch.
KOL marketing needs continuous focus strategy, creativity and investment. If you want to optimize advertising, you must choose people who can fully display your brand and bring value to them, so that they will continue to cooperate with you.
KOL marketing strategy
Cooperate with KOL
These points are very important when working with KOL to formulate KOL marketing plan. First, simplify the payment process and obtain the required KOL information.
Second, choose the appropriate KOL, analyze each advertising series according to the participation (likes, concerns, comments, views), and compare the data of each video. The more you analyze, the more you can learn and adjust the advertising strategy, and KOL can optimize the best effect.
Take-out food
The cooperation with KOL can greatly promote the marketing effect. The following points are also important:
1. Brand information should be true. Choose a KOL that matches your brand. Don't think about working with online celebrities, he has many fans. You need to evaluate whether KOL is suitable for your brand promotion and make sure that the content and information about your brand generated by KOL are true.
2. Try more, try different media, content forms and social networks and different styles of KOL.
3.？ Look at competitors' content more, and study effective methods by looking for examples of KOL activities of peers to make their activities better.
4. Establish a long-term relationship with KOL to maximize your performance and make it your brand ambassador.
5. Let KOL creatively promote your brand.
KOL marketing is one of the best ways to enhance corporate image. You can maximize the use of KOL to help you promote, spend some time doing market research, and then find the solution that best meets your company's values or goals through natural search or with the help of third-party platforms. If you haven't tried it yet, try it quickly and see how KOL can help you improve your brand exposure.
More overseas promotion articles focus on: Harvard Business Review