Every marketer, at a point may have heard the term ‘influencer’ before. But what about key opinion leaders, or KOLs … have you heard of them?
The two terms are not synonymous despite some commonalities between KOLs and influencers.
Over the past few years, influencer marketing has become a successful strategy for brands looking to reach a targeted audience on social media. If your brand is looking for a specific demographic niche, you may want to consider implementing a KOLs strategy.
A real life example of a KOL is Marques Brownlee. He is American YouTuber, best known for technology-focused videos. He has over 9 million subscribers to his channel and over 1.40 billion total video views.
So lets say Apple, can collaborate with him for campaigns because he has a specific niche community they’ll want to reach. Obviously there are a lot of influenecers Apple can call upon, but they do not have the niche Apple is looking for.
A KOL is similar to an influencer in regards to follower size, but a KOL has a more targeted audience. For example, Marques Brownlee’s YouTube channel is dedicated solely to tech related stuff. Imagine he does a football video. His fans rely on him as a technology guy.
KOLs are considered experts on certain topics, they’re often regarded as trustworthy and authentic. Their authenticity allows them to affect their audiences’ views and preferences. Which is why partnering with a KOL is a powerful strategy for your brand.
Benefits of KOLs for Your Marketing Strategy
1. A KOL Can Help You Generate Sales.
A KOL can help you get attention to a new product or increase your brand awareness, both of which can help you boost sales. Research shows that 82% of consumers say they’d follow the recommendation of an influencer, it’s reasonable that a KOL might have a tremendous effect on the bottom line.
2. A KOL Can Help You Target Your Ideal Audience.
Whether you want to increase awareness or generate lead, a KOL is capable of helping you to identify your ideal audience fast and easily. A KOL is a powerful opportunity for reaching your ideal audience.
3. Increase Your Own Reach.
A KOL can help ensure you’re reaching the ideal target market for your brand and, also, he/she can enable you to reach a much larger percentage of potential consumers than you might have otherwise.
Without a huge marketing budget, reaching one million individuals through traditional advertising techniques could be hard for your brand plus, traditional advertisements do not allow you to target a particular group of individuals.
A KOL partnership is cheaper, quicker, and potentially more effective than most traditional advertising methods so, if it makes sense for your brand, why not try it?