Today, nearly all businesses are looking to optimize their growth potential to maximize their success. Among the strategies that are quickly gaining traction among businesses is using key opinion leaders (KOLs).
Table of Contents
Who Is A Key Opinion Leader?
A KOL is an individual with expertise in a particular field who is respected for their knowledge and influence. They are trusted by individuals interested in that particular field, and their word or association can have massive effects on consumer behavior. Thus, if they recommend a particular product or service, many consumers are likely to follow their advice.
KOLs Outside the Business Spectrum
If you regularly watch the news, you might see a professional or expert in a certain field being asked to share their opinion about something related – this is a KOL. The most interviewed KOLs on TV are weather experts, political pundits, and sports analysts. On the other hand, KOLs are also very popular in legal corridors. They are usually called to a courtroom by the defense or prosecution to share their expert opinion with the jury. Sometimes, what they say has a huge impact on the outcome of a trial.
How Businesses Can Utilize KOLs to Achieve Digital Growth
Any company can use a Key Opinion Leader in their field of business to win over more customers and boosts sales. If they already use a product in their daily lives, this is even better for the business as it’s much easier to run a marketing campaign. KOLs have a much-limited scope of audiences; therefore, they have a better impact marketing product within their niche. A good example is toothpaste brands often use renowned dentists to recommend their products in marketing campaigns. Here is how it works:
KOLs as Influencers
You should know that influencers are not necessarily Key Opinion Leaders as the former doesn’t need to have expert knowledge in the field of products that they are marketing. Additionally, influencers are majorly focused on social media, while KOLs can be on social media and traditional media. Some KOLs are influencers, and some good examples include celebrity chefs, celerity rally drivers, and celebrity athletes. A brand can turn a Key Opinion Leader into an influencer by popularizing them and the products on social media.
Why Use KOLs over Influencers?
The primary reason why a brand may choose a KOL over an influencer for their marketing campaigns is consumer trust. According to reliable studies, consumers trust KOLs more than they do influencers. This because, unlike influencers, KOLs put their reputation on the line with each brand association they make. This incentivizes them only to push brands they believe in and can vouch for – sometimes, this is not the case.
Additionally, some products like medical equipment, business software, and sports cars can only be marketed by professionals who understand what the best-in-class means for that niche.
Leveraging Technology in Marketing Campaigns
If you have recruited a KOL to help you with your marketing campaign, it’s critical that you employ some technology to influence the best outcome. Before you decide on the content of your campaign, engage in some social media listening. This will help you gain insights into what consumers think about your brand and enable you to create more impactful marketing content. For this, you need social media analytics tools, which will also give you insights into your campaign’s progress. Thus, you can know if you need to make adjustments to your marketing message and strategy.
About NetBase Quid
NetBase Quid is a trailblazing social analytics company that serves thousands of businesses across the world. It offers a feature-packed platform that enables you to run outstandingly successful marketing campaigns. Whether you involve a Key Opinion Leader or influencer in your marketing, you can rely on the NetBase Quid suite of tools to put you on top.
