An Introduction To Key Opinion Leaders
Getting people outside of your business to recommend your products or services is one of the best ways to increase your sales and expand your audience. Word-of-mouth marketing, user-generated content, and even influencer marketing can help give you a big boost. Key opinion leaders are commonly overlooked when looking into these types of partnerships and content, but they can be a game changer in reaching your audience.
What Are Key Opinion Leaders?
Key opinion leaders, or KOLs, are well-respected for having deep knowledge in their field of expertise. You can find KOLs in just about any audience, no matter how niche. KOLs usually have a following that trusts them to be honest and provide accurate information, whether they are recommending a product or service or steering their audience in a different direction.
Key Opinion Leaders Vs Influencers:
KOLs are a specific type of influencer. The main difference is that KOL’s are respected as experts in their industry, while a regular influencer builds their audience primarily though interactions and content creation. The main goal of a KOL is not to build their audience as much as it is to share information, and they are not as focused on engaging with their audience on a day-to-day basis.
Why Work With A Key Opinion Leader:
If you can find a KOL in your industry that is willing to partner with you, there are a lot of great benefits. Key opinion leaders already have a niche audience built, and their audience trusts their opinion. If the KOL has positive things to say about your brand, their audience is much more likely to have trust in you also. This is a fantastic way to not only reach your target audience but build brand loyalty and trust quickly.
A KOL can help attract attention to your brand and help you quickly generate sales. Their audience might not have ever heard of you, or they might not have had enough information to want to purchase from you. Hearing from a KOL that your products are worthwhile and a good solution for them can have a tremendous positive impact. It can also encourage word-of-mouth marketing within their audience. If they hear about you from a KOL, try your product, and have a positive experience, they are likely to share that positive experience with others in their own network.
Getting Started With A Key Opinion Leader:
Your first step is finding a KOL that you think would be a good fit to work with your brand. Especially in the beginning stages of your partnership, this might be a significant financial and time commitment. You want the partnership to be mutually beneficial, so discuss an agreement that is fair and worthwhile for both parties.
Set goals before you start working with a KOL. Figure out exactly what you want out of the relationship, what you are hoping to achieve, and why you think the KOL would be a good fit to help you reach those goals. While working with KOL’s can bring huge benefits, if they cannot help you reach your specific goals or if you are too vague in what you are looking for, they are more likely to turn you down. Whether you want to reach a certain number of followers, hit a certain number of sales through an affiliate link, or even just hitting a certain number of likes, be very clear so that they can help you.
KOLs are considered leaders for a reason, so trust their opinion. While you do not have to agree with everything that they say, you are reaching out to them for their expertise. Be willing to collaborate with them to get the most out of your partnership and keep an open mind to the advice and ideas they offer. Chances are, they have gone through some trial and error, and have an idea of what will work best.
Working with a KOL can be a huge asset to your business, but make sure you put in the time and research before you start reaching out. Even if now is not the best time for you to start working with a KOL, keep an eye out for people you might want to work with in the future. Have you ever worked with a KOL? Who is your favorite KOL to follow? Let us know in the comments!
