Practice KOL marketing from 0 to 1!

KOL, the full name of which is Key Opinion Leader, is translated into Chinese as: Key opinion leader. It is usually defined as a person who has more and more accurate product information, is accepted or trusted by relevant groups, and has a greater influence on the purchasing behavior of the group.

The above is the definition from Baidu Encyclopedia. In my opinion, the KOL group can help us set the pace, assist us in completing tasks one by one, and provide some constructive suggestions for the product system. Their identity value should not only be external, but internally, they should be friends, partners, and even family members of our operators.

In Alibaba, KOL is called a senior user research specialist; in Daxiong, KOL is called a promoter; the title of KOL exists in all walks of life. They may be full-time mothers, retired elderly people, or urban white-collar workers, but there is one characteristic that brings them together, and that is their recognition of the brand.

I have had the honor of coming into contact with such a group of people, and gradually found a way to get along well with them. Let me tell you slowly, I hope it will be of some help to you.

The first time I came into contact with them was in June last year. I had heard before that the company had a group of "enthusiastic parents" to assist the teachers. I was quite confused at that time because it was hard to imagine that someone was willing to help you with your work but never asked for anything in return. It was really rare in this society. It was not until I took over them that I understood the answer to this question.

In fact, many people should already know the answer to this question - emotional charm .

Yes, that's right. It depends purely on the IP teacher's emotional maintenance to make this group of people trust you, support you, feel happy and joyful working with you, and get a sense of accomplishment and honor. Of course, this is definitely not the so-called brainwashing and pyramid selling, but communicating with their hearts with your heart. So how can you do this? Let's see?

First point: cognitive unity

1. Their business is our business;
2. Every KOL is here to help us, no matter what the purpose is;
3. Be grateful and treat every KOL well.

PS: This is also the most important criterion for distinguishing whether an operator is suitable for the KOL job, because I have met too many people who are dismissive of KOLs, thinking that they should come to contribute, should come to help you, and they should drop everything and appear in front of you as soon as you need them. They become impatient when the KOL has problems, cannot speak properly, and so on, showing a series of very negative actions. When an IP has this attitude towards doing KOL work, my suggestion is to change someone!

Second point: Different labels

Regarding identities: full-time mother, career strongman, retired grandmother, human resources teacher...

Ability: strong, medium, weak;

For expertise: management, activities, training, opinions...

Personality: calm, enthusiastic, extreme, and careful.

PS: Because the user groups are composed of people from all walks of life, in order to facilitate operation and management, we should attach different labels to different groups. In this way, when we contact them, we can adjust the words and tone according to their different situations at the first time. We can also arrange different jobs and responsible sections for each person according to these labels, so that everyone can maximize their strength. The existence of labels can greatly help us improve our work efficiency.

The third point: Establish IP image

Rigorousness: Don’t do things you are not sure of, and don’t say things you are not sure of;

Considerateness: If you can help the KOL solve the problem, try not to let her ask around;

Equality: If Kol makes a mistake, we criticize him politely; if we make a mistake, we apologize promptly to prevent the mistake from persisting for a long time.

PS: Different IP personalities will definitely give users different feelings, so it is necessary to design an image and keep it. The important point here is that it is not unacceptable to admit and correct your mistakes. On the contrary, this can enhance the relationship between you and your users.

Point 4: Establish principles

1. Follow a unified rhythm and do not make decisions on your own;
2. Do not have any profit transactions with KOLs.

PS: This is also the most important step in protecting your personal image, because in the middle stage, many people around you may say how great and awesome you are, how you can do anything, and other very empty words, and then make some requests that violate the regulations. Don't agree blindly, you must follow the principles. Moreover, many users are doing business, so don't use IP numbers to have business dealings with them, no matter how good the relationship is.

How to carry out the practice?

After all the above four points are confirmed, we can start the operation:

Generally speaking, it is the IP that looks for KOL. When we take the initiative, we just need to remember the above points. What will happen when KOL takes the initiative to look for IP, and how should we respond?

1. Find IP and make suggestions

We will definitely support this situation, because they often provide us with some very good ideas. What we must do as IP here is to explain the confusion of parents clearly and recognize and encourage KOLs to think more and give us more suggestions.

2. Find a teacher to solve the problem

This is the most common problem because their problems may be the problems that most users will encounter. As an IP, what you must do is: tell them the solutions in the shortest possible time with the most accurate words, and express your concern and support for them when they need comfort and encouragement, so that they know that you are a reliable IP.

3. Soothe arguments or negative emotions

This is also the most difficult to deal with. If you are not careful, it will spread and reduce the unity and IP trust.

I think the key word for this step should be: Long live understanding. We need to analyze the problem from a third-party perspective, find solutions to the problem, and control the KOL’s emotions in time. Does someone have to be wrong? Let IP take the blame for this, I hope you guys are fine.

4. Involving some welfare issues

Principle: No less than what you deserve, no more than what you don’t deserve.

You cannot discriminate or use back doors. Otherwise, once you do that, your image will collapse and no one will trust you anymore.

5. Provide materials and information

Sometimes, KOLs will provide IPs with some self-compiled or collated materials for you to review, hoping to share them with everyone. At this time, remember two points: careful review + encouragement and support (provided that it is allowed within the rules)
People who are willing to organize information are those who are truly committed or hope to get attention. No matter which one, it will definitely not be wrong to do these two things well.

6. Emotional Operation

I advocate this aspect the most, because KOL is a voluntary thing in itself. The countless points we mentioned earlier are all based on emotional operations. Use the personal charm of IP to impress KOLs, thereby making them more trusting of the platform and more willing to follow the platform.

After doing the above, you can get a group of people like this:

1. I believe in you, love you, and am willing to open my heart to you;
2. You can discuss any problems you have with them, and if you have any work arrangements, they are willing to come and help you and support you;
3. When they have something and may need to leave temporarily, but when you want him to help you, just say a word.

The most important thing is: they treat you as "family", and you also gain a group of "family". So, if you also meet such a group of people, then show your sincerity in exchange for their sincerity!

Source: The King Calls Me