{"id":1392,"date":"2021-08-20T03:03:29","date_gmt":"2021-08-20T11:03:29","guid":{"rendered":"https:\/\/www.offerslook.com\/blog\/?p=1392"},"modified":"2021-08-26T02:45:28","modified_gmt":"2021-08-26T10:45:28","slug":"what-are-kols-how-to-build-your-brand-strategy-in-2021","status":"publish","type":"post","link":"https:\/\/www.offerslook.com\/blog\/kols\/","title":{"rendered":"What are KOLs: How to Build Your Brand Strategy in 2021"},"content":{"rendered":"<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Traffic is the currency in the digital marketing world. We have talked about the <a href=\"https:\/\/www.offerslook.com\/blog\/best-paid-traffic-sources\/\">6 best paid traffic sources<\/a> and <a href=\"https:\/\/www.offerslook.com\/blog\/free-traffic-sources\/\">6 best free traffic sources<\/a> to boost business in our previous posts, and today we will dive into one of the most effective traffic sources &#8211; partnering with KOLs or influencers.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Marketers should be familiar with influencer marketing, an incredibly powerful strategy for brands to reach a targeted audience on social media. Most people know what an influencer is, but what about key opinion leaders? Have you heard of the term KOL? Is it the same thing as an influencer?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">While you might haven&#8217;t realized it, KOLs are making waves in every industry. What a KOL says can cause a stir in the market. This is why a smart brand should use KOL as part of its marketing strategy to win in a crowded market.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Therefore, in the post we&#8217;ll explore:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li class=\"\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Definition of KOLs<\/span><\/li>\n<li class=\"\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Difference between KOLs and influencers<\/span><\/li>\n<li class=\"\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Benefits of KOLs for brands<\/span><\/li>\n<li class=\"\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Successful examples of KOLs<\/span><\/li>\n<li class=\"\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Tips to find KOLs<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"ql-long-38655795\" data-header=\"2\"><span class=\"ql-author-38655795\" style=\"font-size: 32px; font-family: 'arial black', sans-serif; color: #162020;\">What are KOLs?<\/span><\/h2>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">KOLs, better know as Key Opinion Leaders, are authority figures in a certain field. They often have professional or expert status and are often regarded as trustworthy and authentic. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">For example, they may have written many insightful books on a particular topic, or they may have helped create a new patent that raises their profile. They could exist in academics, publishing, sports, entertainment, and any other industry. They could be experts, commentators, or they could be athletes. They have become KOLs not because they have visibility themselves, but because their views are authoritative and well recognized and trusted by the public and other laypeople in their industry.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">That&#8217;s why people tend to rely on their opinions for niche expertise, and why it is important for businesses to partner with KOLs.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"ql-long-38655795\" data-header=\"2\"><span class=\"ql-author-38655795\" style=\"font-size: 32px; color: #162020; font-family: 'arial black', sans-serif;\">KOLs vs Influencers: What is The Difference?<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Although KOLs and influencers have much in common, they are actually different and cannot be confused.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><img loading=\"lazy\" class=\"img-responsive aligncenter wp-image-1416 size-full\" src=\"https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Influencers-1.png\" alt=\"Influencers\" width=\"1322\" height=\"736\" srcset=\"https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Influencers-1.png 1322w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Influencers-1-300x167.png 300w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Influencers-1-768x428.png 768w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Influencers-1-900x501.png 900w\" sizes=\"(max-width: 1322px) 100vw, 1322px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">When it comes to influencers, it usually referred to those online celebrities with a large number of followers. They usually spend a lot of time engaging online and work hard to brand themselves and attract as many as followers. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">For influencers, as long as they can generate the expected number of views, then they actually do not necessarily need to have expertise in a particular field. Once they gain enough followers and views, they can start to make money by promoting products or services of other brands. And that is exactly their final goal.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">KOLs, by contrast, are dedicated to their work in their lifetime rather than try to build their influence. For example, many university professors are given KOL status because of their titles. These people don&#8217;t need to strive for popularity; their influence is generally a by-product of their expertise and authority.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Besides, generally speaking, most KOLs are reluctant to touch on a product or service publicly when it is not necessary, as promoting something could damage their credibility and be seen as mercenary. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">In this case, compared to influencers, KOLs are more impartial, objective and authoritative.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span style=\"font-size: 18px; color: #162020;\"><strong class=\"ql-author-38655795\">Note:<\/strong><span class=\"ql-author-38655795\"> in some cases, influencers can be key opinion leaders and vice versa. As audiences are increasingly shifting their time, habits and attention towards the digital world, KOLs, brands and marketers are turning to seek a strong online presence, making the lines between KOLs and social media influencers blurring.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"ql-long-38655795\" data-header=\"2\"><span class=\"ql-author-38655795\" style=\"font-size: 32px; color: #162020; font-family: 'arial black', sans-serif;\">Why KOLs are Invaluable to Brands?<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Cooperating with KOLs is undoubtedly a successful brand strategy. Before we discuss the benefits of KOLs to brands, let&#8217;s take a look at the impact of KOL on influencer marketing:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li class=\"\"><span style=\"font-size: 18px; color: #808080;\"><em class=\"ql-author-38655795\">74% of consumers believe that word of mouth influences their buying decisions, and KOLs lead the way in word of mouth.<\/em><\/span><\/li>\n<li class=\"\"><span style=\"font-size: 18px; color: #808080;\"><em class=\"ql-author-38655795\">92% of consumers\u00a0trust earned media (KOLs) over paid advertising.<\/em><\/span><\/li>\n<li class=\"\"><span style=\"font-size: 18px; color: #808080;\"><em class=\"ql-author-38655795\">More than 67% of marketers at U.S. companies with more than 100 employees want to use influencer marketing to boost their brands.<\/em><\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">See? KOLs play an important role in influencing customers&#8217; purchasing behavior, and working with them would certainly be beneficial for brands.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span style=\"font-size: 18px; color: #162020;\"><span class=\"ql-author-38655795\">First, KOLs can help brands <\/span><strong class=\"ql-author-38655795\">target the ideal audience<\/strong><span class=\"ql-author-38655795\">. As KOLs have already grown their own community centered around a specific interest, brands can easily reach the specific and niche audience through the relevant KOLs.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span style=\"font-size: 18px; color: #162020;\"><span class=\"ql-author-38655795\">In addition, KOLs can <\/span><strong class=\"ql-author-38655795\">expand the reach of brands<\/strong><span class=\"ql-author-38655795\">. While targeting audiences on advertising platforms, such as Google ads, is expensive and ineffective most of the time, partnering with KOL can help brands reach a surprisingly large audience.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span style=\"font-size: 18px; color: #162020;\"><span class=\"ql-author-38655795\">What&#8217;s more, KOLs can <\/span><strong class=\"ql-author-38655795\">grow the revenue of brands<\/strong><span class=\"ql-author-38655795\">. A positive mention or endorsement from a KOL could greatly enhance brand awareness and strengthens brand image, and thus generate more sales for the business.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"ql-long-38655795\" data-header=\"2\"><span class=\"ql-author-38655795\" style=\"font-size: 32px; color: #162020; font-family: 'arial black', sans-serif;\">Successful Examples of KOL Marketing<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span style=\"font-size: 18px; color: #162020;\"><strong class=\"ql-author-38655795\">Cristiano Ronaldo<\/strong><span class=\"ql-author-38655795\">, the world&#8217;s top soccer player, is one of the few athletes to have a lifetime endorsement deal with Nike. While this $1 billion deal may seem inflated, the fact is, Nike has got a stunning return on its investment thanks to Cristiano&#8217;s social and digital value.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><img loading=\"lazy\" class=\"img-responsive aligncenter wp-image-1417 size-full\" src=\"https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Cristiano-Ronaldo-1.png\" alt=\"Cristiano Ronaldo\" width=\"1356\" height=\"998\" srcset=\"https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Cristiano-Ronaldo-1.png 1356w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Cristiano-Ronaldo-1-300x221.png 300w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Cristiano-Ronaldo-1-768x565.png 768w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Cristiano-Ronaldo-1-900x662.png 900w\" sizes=\"(max-width: 1356px) 100vw, 1356px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span style=\"font-size: 18px; color: #162020;\"><strong class=\"ql-author-38655795\">Megan Rapino<\/strong><span class=\"ql-author-38655795\"> is a U.S. soccer champion beloved by fans for her powerful and inspiring image. She partners honestly and generously with Schmidt&#8217;s\u00a0natural deodorant and engages with the audience in a funny and genuine way, which brings huge sales for the brand.<\/span><\/span><\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795 ql-size-10\" style=\"font-size: 18px; color: #162020;\">\u00a0<\/span><\/p>\n<p class=\"ql-long-38655795\"><img loading=\"lazy\" class=\"img-responsive aligncenter wp-image-1419 size-full\" src=\"https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Megan-Rapino-1.png\" alt=\"Megan Rapino\" width=\"1384\" height=\"886\" srcset=\"https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Megan-Rapino-1.png 1384w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Megan-Rapino-1-300x192.png 300w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Megan-Rapino-1-768x492.png 768w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/Megan-Rapino-1-900x576.png 900w\" sizes=\"(max-width: 1384px) 100vw, 1384px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"ql-long-38655795\" data-header=\"2\"><span class=\"ql-author-38655795\" style=\"font-size: 32px; color: #162020; font-family: 'arial black', sans-serif;\">Considerations to Work with KOLs<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Not every company is suited to working with KOLs. Before considering working with a KOL, you have to take these factors into account.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><img loading=\"lazy\" class=\"img-responsive aligncenter wp-image-1420 size-full\" src=\"https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/work-with-KOLs-1.png\" alt=\"Work with KOLs\" width=\"1476\" height=\"820\" srcset=\"https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/work-with-KOLs-1.png 1476w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/work-with-KOLs-1-300x167.png 300w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/work-with-KOLs-1-768x427.png 768w, https:\/\/www.offerslook.com\/blog\/wp-content\/uploads\/2021\/08\/work-with-KOLs-1-900x500.png 900w\" sizes=\"(max-width: 1476px) 100vw, 1476px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3 class=\"ql-long-38655795\" data-header=\"3\"><span class=\"ql-author-38655795\" style=\"font-size: 20px; color: #162020; font-family: 'arial black', sans-serif;\">Goal<\/span><\/h3>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">As with any marketing campaign, the first step in KOL marketing is to identify the target. For brands, it is crucial to figure out the marketing goal before working with a KOL, such as increasing brand reach, selling more products or getting more followers, and adjust the strategy accordingly.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 class=\"ql-long-38655795\" data-header=\"3\"><span class=\"ql-author-38655795\" style=\"font-size: 20px; color: #162020; font-family: 'arial black', sans-serif;\">Timeliness<\/span><\/h3>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Unlike paid advertising, KOL marketing is not a one-and-done work. It is time-consuming for brands to build enduring partnerships with KOLs. And it will takes time, effort and patience to get long-term results.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 class=\"ql-long-38655795\" data-header=\"3\"><span class=\"ql-author-38655795\" style=\"font-size: 20px; color: #162020; font-family: 'arial black', sans-serif;\">Relevance<\/span><\/h3>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">It is important to choose a KOL who shares contents relevant to your business and industry. KOL marketing strategy only works when you partner with a KOL whose audiences align with your target market.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 class=\"ql-long-38655795\" data-header=\"3\"><span class=\"ql-author-38655795\" style=\"font-size: 20px; color: #162020; font-family: 'arial black', sans-serif;\">Reach<\/span><\/h3>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">The reach of a KOL is a prerequisite that you must consider. All else being equal, the more audiences a KOL can reach, the better the promotion effect, and the more the brand can get from him.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 class=\"ql-long-38655795\" data-header=\"3\"><span class=\"ql-author-38655795\" style=\"font-size: 20px; color: #162020; font-family: 'arial black', sans-serif;\">Engagement<\/span><\/h3>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Engagement is the key metric to measure someone&#8217;s influence online. It is an indication of how involved the KOLs are with their audience. In this case, brands should choose those KOLs with higher positive engagement.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"ql-long-38655795\" data-header=\"2\"><span class=\"ql-author-38655795\" style=\"font-size: 32px; color: #162020; font-family: 'arial black', sans-serif;\">Wrapping Up<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">KOL marketing is here to stay, and once done well, it can help brands reach much more audiences, enhance brand image, better interact with customers and gain a higher ROI than other marketing channels.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">While the marketing world is ever-changing with new innovations and techs, this guide will help you get started to build your KOL marketing strategy in an easy and smart way. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Keep in mind all unique considerations, keep trying even if you fail, adjust your strategy to trends, and always be prepared for change. Finally, you will find yourself benefit a lot from this excellent tactic.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"ql-long-38655795\"><span class=\"ql-author-38655795\" style=\"font-size: 18px; color: #162020;\">Also, if you are looking for\u00a0<a href=\"https:\/\/www.offerslook.com\/\"><span style=\"color: #008000;\">performance marketing solutions<\/span><\/a>\u00a0or if you want to join some partner programs to get extra income, don&#8217;t hesitate to join\u00a0<span style=\"color: #008000;\"><a style=\"color: #008000;\" href=\"https:\/\/www.offerslook.com\/refer.html\">Offerslook\u2019s\u00a0referral program<\/a><\/span>\u00a0and easily win up to $200 commissions.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Traffic is the curre&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1397,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[18],"tags":[],"_links":{"self":[{"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/posts\/1392"}],"collection":[{"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/comments?post=1392"}],"version-history":[{"count":7,"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/posts\/1392\/revisions"}],"predecessor-version":[{"id":1401,"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/posts\/1392\/revisions\/1401"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/media\/1397"}],"wp:attachment":[{"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/media?parent=1392"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/categories?post=1392"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.offerslook.com\/blog\/wp-json\/wp\/v2\/tags?post=1392"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}