How can brands generate top ROI via KOL Marketing? Step 4.

Key Opinion Leader (KOL) marketing has become a must-have for most fashion, luxury, and beauty brands. Though their formats might be different, the goal is the same; to generate a good return on investment (ROI), and the higher the rate, the better.

It is often hard to measure the conversion rate or the ROI. If brands want to generate higher ROI, there are several steps that they can follow.

In this article you’ll learn:

Step 4: Reviewing is Key

Finding the right KOL and tactics to run a campaign is a long journey for most brands. Each campaign could be considered as a practice to reach the goal. That‘’s why it is a vital for brands to have regular reviews of their campaign. The number of sales amounts is important, and it isalso suggested that brands could have a review on the KOLs that they work within campaigns.

Here are a few questions that China marketing watcher Mulan Jie (木兰姐) suggests. Think about which KOLs are suitable to bring more exposure for brands? Which ones are better at driving sales? Is this KOL match with the product category, or would it be better if s/he is given another product to recommend? What are their shining points and downsides?

Rank them from A –D, and for KOLs who are at A and B levels, brands can consider having paid campaigns with them next time, and for C and D levels, perhaps brands can just send them gifts and have them promote products. The review needs to provide practical advice for brands’ future campaigns.

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