What is KOL Marketing and 3 Tips to Start Using It in 2022
A rising number of consumers are gravitating towards KOLs (Key Opinion Leaders) to navigate the chaos created by digital advertising.
With a study suggesting that nearly two-thirds of the Indian population follows at least one influencer on social platforms, KOL marketing is one strategy no brand could afford to miss in 2022.
So, what is KOL marketing? How can you start using it in 2022? Take a look-
What is KOL Marketing?
KOL marketing involves using Key Opinion Leaders (KOLs) or people with expert knowledge on a specific field or subject for online or offline promotions. The subject they are experts in is in some way connected to the brand or its products or services.
Unlike influencers who are native to social platforms and spend most of their time creating online content, KOLs generally have parallel full-time professions. For example, they could be entrepreneurs, stylists, journalists, writers, or even politicians.
In other words, they have proven expertise in the subject or field they’re involved in, not just the online but also in the offline world.
KOL Marketing Example
If a brand uses a cricketer to promote the latest car, it is a form of celebrity marketing and not KOL marketing.
While the cricketer has extensive knowledge about playing cricket, he is not an automobile expert.
But let’s say if a cricket coaching institute hires the cricketer for promotions, it can be considered KOL marketing as he is advertising something that he is an expert in.
3 Tips to Make KOL Marketing Work for Your Brand in 2022
Want to add KOLs to your marketing mix? Here are three tactics to help you begin-
- Identify Campaign Goals
Setting the right goal, be it generating traffic, sales, or brand awareness, at the beginning of the campaign will make it easier for you to measure performance. The goal will function as a benchmark for devising the strategy.
Here are some tips for choosing the right goals for your KOL campaign-
- Set clear and measurable goals
- Ensure that the goals are practical and achievable
- Choose long-term goals for maximum results
- The goals should also align with the overall brand’s mission and vision
Once the goal is finalized, it is time to work on the strategy. Key personnel from market research, sales, product development, administration, and finance should be involved in the discussions.
Follow these tips to create an effective KOL marketing strategy-
- Define ideal KOL characters and target audience
- Finalize the product, service, feature, or event you want the KOL to promote
- Establish how many KOLs you’ll need for the campaign
- Know where you’ll find your target KOL
- Select the Right KOL
You now have your campaign objectives and strategy in place. The only thing left is finding the right KOL who suits your brand. Choose wisely, as your selection will directly influence the campaign’s success.
Here’s are some questions that can help you choose the right KOL-
- What is their field of expertise or profession?
- What platform they’re most active on?
- How many followers do they have on social platforms?
- How is their bonding with the followers?
- Are they interested in your brand?
- Are they already working with other brands?
Once a KOL is chosen, you can work on various collaborations such as online ads, product videos, brand mentions, guest blogging, and live interviews to effectively influence their followers.
Using KOL Marketing to Achieve Digital Goals in 2022
Now that you know what KOL marketing is and how to start using it, put your knowledge to work and start reaping valuable benefits.
Alternatively, if you’re struggling to find the right KOL or KOL marketing strategy, you can look for a reputed digital marketing agency that can help.
After thoroughly understanding your expectations and requirements, expert marketers can create a custom KOL strategy that aligns with your business objectives.