Using KOLs as a medium to communicate with the consumer has been used in the marketing landscape since forever. It is a branch of Influencer Marketing which has gained popularity and significance, especially in the digital era. How well do you know KOL Marketing? Let's get to know it a little more for your next marketing campaigns.
What is a Key Opinion Leader (KOL)?
Key Opinion Leader or KOL defines groups of famous individuals who can influence their followers with their expertise or interests in specific topics. For instance, they might be an expert in a field or online influencer with many followers on social media.
KOL Marketing is about using these renowned individuals to help promote the brand's products or services. They have gained much more influence in this digital age of social media and UGC. Promoting your products with KOL will help consumers know your brand, create awareness, and increase the opportunity for sells--pretty much like an influencer endorsement so to speak.
Perks of using KOL in marketing
1. Reach your target group easier
Key Opinion Leader helps the brand reach its potential customers who are followers of that influencer, who often share mutual interests in specific topics. Suppose the brand chooses the right person that resonates with the consumers. In that case, the product can potentially reach more prospects and spend less than other advertising forms.
2. Encourage audience engagement
Using these individuals to influence their audience can help the endorsed product gain attention which leads to more engagement. The audience might start commenting on the post and spread it by sharing on their personal profiles.
3. Pick the right one for the job
Suppose that you choose the one who has expertise in specific areas relevant to your own product. In that case, the product will appear much more appealing and credible.
How to effectively promote with KOL
1. Choose KOL relevant to your brand
As mentioned earlier, choosing individuals with mutual interests that resonate with the brand will give more credibility to the product endorsement. Like someone who would really use the product and leave a real review for their followers, KOL can persuade them better.
2. Maintain KOL's Identity
Once you pick the right person for your campaign, the brand should let them be who they are. Try not to dictate how they communicate that might alter their personal identity, like having them praise the product to the point that it feels unnatural and forced. This way, the audience will have a hard time believing in the message. Eventually, the brand loses credibility
3. Plan KOL content strategy
Brands who aim to use influencer marketing should make a content creation plan to make their message resonate with the brand identity and meet the campaign's objective. All of this is ultimately aimed to bring influencer marketing to its fullest potential possible.
Need help with Influencer Marketing for your brand?
If your brand is looking for some helping hands with KOL strategies that ticks all the boxes. Our team at Sphere Agency is here to help you plan the most effective Influencer Marketing from end to end. Contact us today!