Now that the division of labor in the operation of this industry is becoming more and more detailed and the requirements are getting higher and higher, if you want to become an excellent operator, you must be unavoidable in KOL operations.
What is KOL?
Key Opinion Leader (KOL) is a marketing concept. It is usually defined as having more and more accurate product information, which is accepted or trusted by related groups, and has a strong influence on the purchase behavior of the group. People with greater influence.
Key opinion leaders are usually authoritative persons in a certain industry or field. To put it simply, they are experts. In information dissemination, they do not rely on their own activity, and they are easy to recognize and identify. KOL and I mentioned that the top users of the user operation pyramid are not the same thing. The soul user is the spokesperson of the platform. Choose one from a hundred. The loyalty, activity, quality, and understanding of the platform will be stronger. To a certain extent, the temperament of Daren users represents the temperament of the platform. KOL is not necessarily a master user, nor is a master user necessarily a KOL. The operation cost of a master user will be higher, more difficult, and it will take longer. But in terms of operating methods, the same results are achieved.
From the marketing perspective, the key opinion leaders are the key opinion leaders. At the operational level, they generally refer to those who are well-known, easy to find you, and are active on major platforms. This type of people is usually called the three-dimensional To put it bluntly, celebrities are a group of people with clear interests.
What is the role of KOL?
The main purpose is to improve the efficiency of operations. Some celebrities on Twitter and INS are the most direct KOLs at the beginning, allowing them to enrich the content while attracting user interaction, so as to achieve or are all traffic-oriented. Is that true? effect”.
There are many influencers on INS and Twitter. The posts published by these influencers generally have high reading traffic, and their existence is naturally an active community. If a social platform is a country, KOL is a flag in the country. No matter what happens, the flag will call on supporters to keep moving closer.
How to find KOL?
The first is to invite outsiders. When you confirm a goal, you can invite him in the name of the team. This is the first batch of KOLs. Internal training is also a way of KOL mining. The platform raises its own KOLs. Relying on the feelings of the platform, we can have a deeper dependence on the platform.
How to train your own KOL?
Before this, you have to understand your purpose, that is, let them become their own platform KOL and realize product operation. And these people must also have their own free time and have a sense of honor to share with the platform.
To create a KOL in the early stage, we must first achieve user tilt, increase its exposure, and focus on producing high-quality content. Of course, the choice of KOL must conform to their product temperament, so that brand marketing can be achieved.
In the later operation, attention should be paid to the investment of costs and the establishment of points channels to reduce the flow of cash, thereby stimulating KOL’s spontaneous behavior, so that they can cooperate with the brand’s actions, and have marketing and brand promotion skills, not just welfare induction.
KOLs belong to the spiritual level of operation, and they should be given a tilt of resources online, and their posts should be refined or topped and on the homepage. There must also be honorable and serious activities offline.
How can brand companies use KOL to do a good job in marketing?
At present, there is a pain point in KOL marketing. For example, I would choose the one used last time, or recommended by an advertising company, or even recommended by a friend, because no matter which one may be in line with the current product characteristics, resulting in a resource amount waste.
Therefore, finding the right KOL is the key. First, select the target according to the definition of the brand and pay attention to the selection of keywords. The second is to filter accounts by keywords, which can be more targeted. The third is to make a user profile for the target user, sort out the user’s characteristics and other information, and select the most suitable category that best matches the keyword.
