What does kol mean? How to do kol marketing?

KOL is a key opinion leader and can be translated into a key opinion leader. Simply put, it is a person who has a certain right to speak about popular phenomena and commodities on social media platforms and can influence people's willingness to buy to a certain extent.

With the rise of the marketing model of "planting grass", KOL has mushroomed on various social media platforms, and it is not uncommon to promote products through KOL marketing. However, all kinds of benchmark cases and data reports can't alleviate the anxiety of influence marketing. In the final analysis, there is still a lack of systematic framework, and the launching process of each link is not completely penetrated. It is suggested that it will be faster to slow down. This answer will share a complete KOL marketing path, hoping to help the subject.

Step 1: Develop the launching strategy.

In the long run, strategy is the most important step, but it is also the most easily overlooked step. Thinking before launch: How to allocate launch resources across platforms? What KOL number selection strategy is more suitable for this product? What excellent competing products are worth learning from?

By studying the KOL strategy commonly used in the competitive market, and the KOL combination strategy of focusing on competing products, high-quality content and forms, the effectiveness of the launching strategy will be greatly improved. If many competing products have been effectively put on one platform, then we can avoid this platform and fight on other platforms may be more efficient.

If the brand needs to expand new platforms and increase the platform launch, it can study the single platform launch of outstanding competing products in the market, such as the amount, quantity and documents of different KOL types, and then formulate the brand launch strategy through their interactive data.

Through a series of market launch research and analysis, it can help to formulate a clearer launch strategy and enhance the competitiveness of the strategy.

Step 2: Pre-test and select numbers

After the strategy is formulated, if we rely on consulting companies or advertising companies to provide the KOL list according to the project, we will always encounter two major problems: efficiency and quality.

Turning passivity into initiative requires effective tools as support, so as to quickly screen out KOL combinations with high cost performance. We can establish a comprehensive value model of KOL number selection and evaluate it from three angles: communication value, fan value and transformation value. We should not only assess the scale, but also the quality, giving priority to high-potential customers. If the number of fans is small but the interactive performance is extraordinary, they can still get high scores to meet the needs of brands in choosing cost-effective accounts.

At the same time, personalized screening tools are also an important help to improve controllability. In addition to the general classification of account types and fan attributes, the screening at the overlay communication level can effectively assist the evaluation and quickly circle the target KOL account.

After selecting a number of target kols through system screening, it is necessary to analyze a single kol and select the best one. Through account change trend, content analysis, fan portrait and brand mention, it is finally decided whether it is suitable for launch.

Step 3: Delivery evaluation

KOL launch has become the daily work of the marketing department. Launch does not mean the end, but another important beginning. Scientifically measuring the launching effect of a campaign is the key third step, which will bring more accurate guidance for the next launch.

It is suggested to analyze the delivery situation from three aspects: communication overview, communication analysis and participating user analysis, and study the key nodes, key accounts and key contents of communication. At the same time, through minute-level monitoring to identify false traffic, restore the real delivery situation. For brands that are frequently launched, the automatically generated launch report can be used to improve the re-launch efficiency.

Step 4: Asset precipitation

Finally, the advanced link, which is also the ultimate goal of KOL marketing management system. Historical cooperation data will be precipitated to provide reference for subsequent launch cost standards.

Different from the analysis of single delivery data, the construction of exclusive collaborative management system can synthesize the delivery data of group companies or brands and form an internal delivery ecology.

The above four links, interlocking, can form a benign closed loop.