How to do influencer marketing? This is how the KOL internet celebrity project comes about!

Preface

As cross-border e-commerce sellers enter into fierce competition, how to expose our products to more people is a question that sellers are thinking about in their dreams.

What Baili wants to share with you today is influencer marketing. Influencer marketing can be said to be a very important part of our efforts to seize off-site traffic channels.

We know that foreigners are always keen on sharing and commenting, so influencers play a powerful role in guiding purchases among their personal connections.

Yes, in addition to considering advertising, we also consider a relatively low-cost way to obtain traffic .

Below, I will discuss influencer marketing from the following aspects:

1. What is influencer marketing?

First of all, regarding influencer marketing, I believe everyone has read a lot of information and video explanations, and should be familiar with influencer marketing.

What we call celebrities, or opinion leaders (KOL - Key Opinion Leaders), are those who bring their own traffic on major social consulting platforms. In addition to being full-time people who interact with fans on the Internet every day, they can also be experts in different industries, or people who are keen on researching things in a certain field and have expertise in that field.

Many friends say that it is difficult to find celebrities, but in fact celebrities are everywhere. What we need to learn is how to find them and how to establish good relationships with them.

2. Which platforms’ influencers are more suitable for marketing?

The major social media platforms we are familiar with, such as Facebook, Instagram, Twitter, Youtube, etc., are places where celebrities often hang out. So have you ever thought about which platform’s celebrities are more suitable for marketing?

As we all know, Facebook is a gathering place for global traffic, controlling 2.2 billion users worldwide, while Instagram has a global user base of more than 1 billion. The traffic of these two platforms is so huge, do we still need to hesitate?

Of course, we should start with these two platforms. Some friends may ask, why not choose Youtube?

Of course, it is easy to find a large number of videos of celebrities on Youtube, but please don’t forget that Youtube is the boss of the video industry. In addition to videos of celebrities, there are also many kinds of rich video resources such as corporate promotional videos, educational videos, humorous videos, local TV channels, etc.

Friends who have used Youtube should know that when we usually watch a certain video, the system will automatically push similar video resources to you. This means that when you, as a viewer, see a celebrity sharing your product on Youtube, you will also easily see content sharing or recommendations for other products of the same category, which will undoubtedly distract your attention. At this time, everyone may be competing for the brand awareness of the product and the popularity of the celebrity.

But do we have to give up Youtube as a channel? Of course not!

What we need to do at this time is to find suitable celebrities through Facebook or Instagram platforms and then see if they have corresponding traffic on Youtube, because the model of FB and Ins platforms can make your product display more "exclusive". In addition, the best strategy is to release product videos through multiple channels and dimensions.

If the celebrity's traffic on Youtube is not ideal or he does not have a Youtube account at all, then we can choose to put the product video he recorded on Youtube ads to gain our traffic in this channel.

3. How to find influencers and evaluate their effectiveness?

Now the question is, how to find the right influencer? We generally divide common celebrities into five categories based on the number of fans:

• Entry level : 5,000-15,000 followers;
• Primary : 20,000-50,000 followers;
• Intermediate : 60,000-150,000
• Advanced : 200,000-500,000
• Big names : 500,000-1,000,000+ followers;

For those who have more than one million fans, they are basically classified as celebrities and will not be categorized separately here.

First of all, if you are a large company and have enough budget to find influencers, then I suggest that you can directly find influencers with a salary of 50,000-100,000+ to negotiate with. Generally, such influencers will have managers who are responsible for connecting with major companies. In addition to the relatively high cost of the whole process, communication generally does not require too much effort, which is also the important role of managers in the middle. Since this situation is generally rare, I will not go into details about the specific methods here.

Of course, for most sellers, the budget is relatively limited, and they hope to get the most return with the least money. At this time, we need to evaluate the ROI indicator, which is the return on investment in developing influencers. So what is influencer ROI? This involves the following aspects

1. The communication time cost of influencers;
2. The labor cost of celebrities;
3. The benefits we have gained.

Of the above three points, we know that the first and second points are immeasurable. It all depends on the development and communication skills of your product and operations staff. Of course, the support that the company can provide cannot be ignored.

As for the third point, which is our return, there are relatively more factors involved. In addition to considering how many products have been sold and how much sales volume has been generated, we also need to pay attention to how much interaction and sharing the influencer brings to us and the fans, because every comment and share will be recorded in the influencer's fan page. As long as he does not delete the post, the effect will be continuous, and this does not include the fission-like sharing between fans.

Therefore, when we are looking for influencers, we must remember one principle: don’t look for the one with the most fans. Only look for the right one, the one who truly identifies with our brand and can truly interact with fans. This is the key.

4. What are the techniques for sending emails to influencers?

As for how to write a development letter to influencers, I believe everyone can search for many samples on the Internet, so we will not show them one by one here. We have summarized our past experience in communicating with influencers and summarized several communication skills.

The first is multiple sends. When we say "many times" we don't mean sending it every day or always to the same person, but we need to maintain a frequency, which can be after one day, three days or a week. The purpose of doing this is to prevent our information from being buried by a large number of emails from celebrities or directly going into the spam folder.

Of course, if there is no reply after three times of sending, then we need to think about whether the other party has no intention of cooperating at all, or your development letter skills are poor, or the other party really does not have time, etc. But it doesn’t matter, as long as we have tried our best.

The second is customized email content. In the process of searching for influencers, we must cast a wide net to obtain as many email addresses as possible. However, when we send emails, we must avoid sending emails with the same content to everyone. This is because we are not dealing with machines that can automatically send mass messages at will. We may be dealing with researchers in various fields, experts in different industries, or young people with distinct personalities.

So, please remember to always think about the problem from the other party's perspective. As a brand or product that needs to be promoted by internet celebrities, it must be unknown or not well-known enough. The other party is willing to cooperate with you. In addition to being able to get corresponding compensation, the factors he considers are always more than just material returns.

Therefore, when sending an email, we must cater to the other party's preferences, first understand some of the types of products that the other party has promoted in the past, analyze their personality traits through text or video, and give the other party some compliments and praise appropriately, so that the chances of successfully impressing the other party will be greatly increased.

Finally, after talking about the above tips, let’s talk about the mistakes that must not be made in development letters, that is, avoid urging and directly negotiating prices with the other party. Some sellers are very anxious, perhaps because their boss wants to reach a deal quickly, or perhaps they are afraid of the trouble and don’t want to communicate via emails back and forth, or they think it’s too slow, so they negotiate the price directly with the other party in the letter and urge the other party to make a decision as soon as possible. Little do they realize that this will only make the other party feel that you are overbearing and they may delete your letter directly.

That’s all for today’s talk on influencer marketing. I wonder if you have a deeper understanding of finding influencers? Remember, developing influencers is a process that tests one's perseverance and skills. Never rush into it or give up halfway. I believe that no matter what you do, as long as you persevere, your gains will benefit you for life. Thank you for your attention!

Source: BoLi Technology