Constructing traditional marketing matrix

KOL marketing has gone through the "explosion era" and promoted the change of internal and external logic of marketing with strong power. KOL suddenly became the leader of marketing discourse power, and the market of traditional marketing forms was compressed.

Due to the changes in content, traffic and rules, KOL marketing has entered an era of complex melee. However, in the era of information explosion, KOL marketing is still the mainstream marketing method of advertisers and the way consumers are willing to pay the bill.

With the development of social marketing, KOL is gradually regarded as the top priority by brands. If the brand's marketing strategy matrix is a stadium, then KOL marketing is increasingly regarded as a "gold shooter", and KOL's driving force for products is like "stepping on the door with one foot".

Nowadays, KOL is not only an important part of brand integrated marketing, but also a key point to reach consumers.

Three Values of KOL Marketing

1. Improve the accuracy of advertising.

In the past, it was too shallow and vague to identify users by age, region, industry, class and other dimensions, while KOL framed audiences by emotions, thoughts, specialties and other high dimensions, which improved the accuracy of advertising.

2. Improve brand marketing efficiency

Traditional brand marketing needs to spend a lot of time on advertising creativity, media channels and so on. However, KOL can provide creative content and delivery solutions that the audience likes in a short time, and at this stage, all kinds of mobile Internet head traffic platforms have KOL shelter, covering users' reading scenes comprehensively.

3. Enhance the user's stickiness to the brand

KOL embeds brand concept and lifestyle in the content, which attracts fans to generate buzz and helps to transform into brand users. Its strong interactivity also invisibly enhances the fans' goodwill towards the brand, which in turn translates into the viscosity of the brand.

The Dilemma of Brand Layout KOL Marketing

There are still some inevitable challenges in the process of brand practice, which need special attention. Brands still face three major challenges in KOL marketing:

0 1

KOL selection is difficult.

For a time, kol ranged from a few hundred. In order to improve the screening efficiency, advertisers often decide whether to put on the list according to some quantitative indicators of media platforms or third-party data monitoring companies.

Efficiency is improved, but due to the complexity of consumers' psychology and behavior and the real-time variability of content trends, advertisers still need to have a considerable degree of delivery experience to improve the accuracy of KOL screening;

02

Low cooperation efficiency

Some waist-tail kols are good at exporting creative content, but they often lack the experience of brand demand interpretation and business communication, and the cooperation efficiency is low, which is particularly prominent in some new kols without teams. Head KOL, content output, and business communication skills are all good, but it may be that "customers bully stores" and "one pit is hard to find".

03

Effect is not ideal

The biggest reason why KOL marketing is more useful than hard broadcasting is its "authenticity". Whether the product hits the pain point of consumers or scratches the itch point, the premise of Amway's success is based on "trust". If KOL can't make fans feel that they are really using it, the marketing effect will be easily discounted. ?

How to Construct KOL Marketing Matrix

KOL marketing constantly changes the communication environment between the whole brand and consumers and becomes the main way of brand marketing communication. The potential energy of KOL in the whole marketing process has exploded, and the future social marketing of consumers will mainly rely on KOL.

Then, how can brands build a KOL marketing matrix to achieve high-quality communication?

0 1

Choose the right KOL

Choosing the right KOL is the most critical link in KOL marketing, star? Vertical KOL? Entertainment KOL? How to choose?

In addition to grasping the target fans behind KOL, how to integrate KOL of different scales and types, build an organic linkage matrix, and maximize the communication effect is also a very important marketing strategy.

The head KOL drainage value is greater, and the waist KOL is more cost-effective, while the long tail KOL is of great value in content distribution and diffusion. Star KOL is more suitable for topic detonation, vertical KOL is more suitable for in-depth content interpretation, and pan-entertainment KOL is more suitable for the distribution and dissemination of marketing information.

02

The amount of social interaction.

Cross-platform multipoint coverage. In today's fragmented media, users' cognition of brands needs to be spread through multi-touch, and brand communication needs to be covered by cross-platform multi-touch.

Brand advertising and KOL marketing, using single-point delivery, can no longer adapt to today's extremely distracted situation. Therefore, the multi-point marketing combination with the head, waist, small and medium KOL is an effective form to reach the target consumers accurately.

03

Select KOL matrix

1. Focus type (suitable for precise product target group, mainly aimed at sales transformation, the product is a specific consumer product of a certain group. )

Focus on building a vertical KOL matrix, gather target users, and focus on firepower to promote sales transformation. This requires the brand to establish a vertical KOL matrix and carry out marketing on multiple platforms at the same time, mainly aiming at the pain points of the target population to make breakthroughs and create high-flow communication heat among such people.

2. Diffusion (applicable to a wide range of marketing, such as the dissemination of information such as the listing of new products, and the main products of marketing are mass consumer goods. )

Build a pyramid KOL matrix to continuously promote the dissemination of marketing information in stages. Specifically, it is to create a staged KOL marketing communication strategy, and then achieve the purpose of network diffusion through the combination of interactive topics and different types of KOL.

3. Functionality (suitable for assisting large-scale marketing communication activities)

Explore the different functional utility of KOL and support the integration of all aspects of marketing communication. KOL marketing is the supporting communication channel, and then different communication strategies are formed according to different KOL characteristics, thus promoting the realization of the whole marketing goal.

If a brand wants to do a good job in KOL, it should pay attention to positioning the target consumer groups, screen out KOL that conforms to the brand tonality, find the right accurate matching account, create high-quality creative content, and monitor and analyze the delivery effect. Formulate a more reasonable and targeted KOL strategy and face the future with a new situation.