{"id":4026,"date":"2021-04-20T12:59:19","date_gmt":"2021-04-20T04:59:19","guid":{"rendered":"https:\/\/berniewong.net\/?p=4026"},"modified":"2024-01-28T06:56:17","modified_gmt":"2024-01-27T22:56:17","slug":"which-kol-should-you-choose-for-brand-marketing","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/which-kol-should-you-choose-for-brand-marketing\/","title":{"rendered":"Which type of KOL Should You Choose for Brand Marketing?"},"content":{"rendered":"<div class=\"wp-block-rank-math-faq-block\"><div class=\"rank-math-faq-item\"><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/which-kol-should-you-choose-for-brand-marketing\/#one_of_our_clients_selling_health_products\" >one of our clients selling health products<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/which-kol-should-you-choose-for-brand-marketing\/#What_Value_Do_KOLs_Bring\" >What Value Do KOLs Bring?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/which-kol-should-you-choose-for-brand-marketing\/#Gaining_Exposure_for_Mass-Produced_Goods\" >Gaining Exposure for Mass-Produced Goods<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/berniewong.net\/zh-hk\/which-kol-should-you-choose-for-brand-marketing\/#Your_Theme_Should_Form_the_Core_Strategy\" >Your Theme Should Form the Core Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/berniewong.net\/zh-hk\/which-kol-should-you-choose-for-brand-marketing\/#Even_If_You_Are_Only_Marketing_via_Online_Channels_Your_Strategy_Should_Be_Integrated\" >Even If You Are Only Marketing via Online Channels, Your Strategy Should Be Integrated<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/berniewong.net\/zh-hk\/which-kol-should-you-choose-for-brand-marketing\/#Strive_to_Be_a_Professional_KOL\" >Strive to Be a Professional KOL<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"rank-math-question\"><span class=\"ez-toc-section\" id=\"one_of_our_clients_selling_health_products\"><\/span>one of our clients selling health products<span class=\"ez-toc-section-end\"><\/span><\/h2><div class=\"rank-math-answer\">This was a question thrown to a colleague by one of our clients selling health products. Our company has been regularly managing the <a href=\"https:\/\/social-stand.com\/a-2020-review-of-social-media-and-messaging-platforms\/\">social media<\/a> content for the brand. Recently, the client launched a new product and was keen to engage a key opinion leader (<a href=\"https:\/\/social-stand.com\/become-a-thought-leader-in-your-industry\/\">KOL<\/a>) for marketing purposes.<\/div><\/div><div class=\"rank-math-faq-item\"><h2 class=\"rank-math-question\"><span class=\"ez-toc-section\" id=\"What_Value_Do_KOLs_Bring\"><\/span><strong>What Value Do KOLs Bring?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><div class=\"rank-math-answer\">The client\u2019s marketing department falls under the charge of two young female colleagues. They are pretty impressive as individuals. Not only are they responsible for all <a href=\"https:\/\/social-stand.com\/social-stand-x-ming-pao-bernie-wong-speaks-on-mewe-for-brand-marketing\/\">brand marketing<\/a> activities and KOL marketing campaign, whether online or offline; they are also in charge of in-store promotions as well as the daily inventory management of products. Seeing that many other brands have engaged KOLs, they approached us for advice.<\/div><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Gaining_Exposure_for_Mass-Produced_Goods\"><\/span><strong>Gaining Exposure for Mass-Produced Goods<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We have received many similar requests regarding KOLs like this. Most of our clients ask us to share with them a list of social media accounts helmed by influential KOLs with a large following, plus others known as \u201c<a href=\"https:\/\/social-stand.com\/muji-kol-micro-influencer-campaign\/\">micro Influencers<\/a>\u201d who have fewer followers to help make up a certain number. This is a case of product seeding. Sometimes, I laugh at myself since a public relations company probably does this more efficiently than us. For a digital marketing company like us, I joked with my colleagues that we live and work in the online space and are clumsy when it comes to having to physically pack and send products to KOLs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Your_Theme_Should_Form_the_Core_Strategy\"><\/span><strong>Your Theme Should Form the Core Strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The point is this method of hard selling offers a moment of product exposure, but can it convey the brand and product message effectively? Therefore, to cater to clients\u2019 requests to engage KOLs, we often center the marketing plan of the product around a theme first. With this theme as our basis and driving force, we then choose a KOL and platform to communicate the <a href=\"https:\/\/social-stand.com\/google-adds-direct-messaging-function-to-businesses\/\">brand\u2019s message<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Even_If_You_Are_Only_Marketing_via_Online_Channels_Your_Strategy_Should_Be_Integrated\"><\/span><strong>Even If You Are Only Marketing via Online Channels, Your Strategy Should Be Integrated<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When engaging KOLs to publicize your brand, there has never been so much variability and extensibility involved. In the past, there were bloggers, Facebook influencers, and attractive Instagram users. Recently, the up-and-coming social media audio platform, <a href=\"https:\/\/social-stand.com\/clubhouse-launches-direct-payment-process\/\">Clubhouse<\/a>, and <a href=\"https:\/\/social-stand.com\/making-connections-through-podcasting\/\">podcasts<\/a> have become emerging trends in Hong Kong. Apart from deliberating over product messaging, it is also important to consider the different online platforms available and the types of content you want to put out. When planning a marketing KOL campaigns, marketers not only have to segment between using online and offline channels. They also have to think about launching partnerships with KOLs that have large followings, designing a solid theme and strategy, and consider what other platforms to use instead of sticking only to the more traditional means of Facebook and IG. This is what it means to have an integrated strategy!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Strive_to_Be_a_Professional_KOL\"><\/span><strong>Strive to Be a Professional KOL<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Recently, I shared at a Knowledge Exchange seminar at <a href=\"https:\/\/www.ive.edu.hk\/kwuntong\">IVE<\/a>, Kwun Tong. I told Dean Wallace that KOLs can and should be developed more professionally, so they worked with celebrities on the Internet to plan a professional KOL course for students. The online media space is ever-changing. It used to be that writers would not be able to make a living from writing alone without being familiar with other aspects of publishing \u2013 but today, it is possible by using <a href=\"https:\/\/www.patreon.com\/\">Patreon<\/a> as a platform. I believe that it is important for KOLs to develop professionally as much as it is to create original content to achieve great things. This depends on the effort put in by KOLs efforts and a marketer\u2019s discerning eye!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Reference:<\/strong> <a href=\"https:\/\/www.visiongo.hsbc.com.hk\/zh-HK\/article\/which-kol-should-you-choose-for-brand-marketing\">https:\/\/www.visiongo.hsbc.com.hk\/zh-HK\/article\/which-kol-should-you-choose-for-brand-marketing<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">#kol strategy social media #kol list #kol activities #kol digital marketing<\/p>","protected":false},"excerpt":{"rendered":"<p>Gaining Exposure for Mass-Produced Goods We have received many similar requests regarding KOLs like this. Most of our clients ask us to share with them a list of social media accounts helmed by influential KOLs with a large following, plus others known as \u201cmicro Influencers\u201d who have fewer followers to help make up a certain [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4134,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[33,62,61,27],"tags":[366,424,423,159,425],"class_list":["post-4026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-trends","category-content-marketing","category-digital-marketing","category-social-media","tag-brand-marketing","tag-core-strategy","tag-exposure","tag-kol","tag-professional"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Which type of KOL Should You Choose for Brand Marketing? - Dr Bernie Wong - AI and Storytelling Trainer<\/title>\n<meta name=\"description\" content=\"one of our clients selling health productsThis was a question thrown to a colleague by one of our clients selling health products. 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