Key Opinion Leaders–better known as KOLs–have gained a strong online reputation among consumers in the Asia Pacific region and should be a key part of any brand’s ecommerce strategy in the region. Investing in KOL marketing requires a carefully planned strategic approach that aligns with your brand objectives.
Below we outline five steps to creating a successful KOL marketing campaign that helps brands to drive sales on APAC marketplaces such as Tmall, Shopee and Lazada.
Social channels play a much larger part in the marketing mix in most Asian countries than the West, not only to maximize your brand’s discoverability and acquire new customers, but also to engage and retain them. KOL activity generally takes place through marketplaces’ own marketing channels and external channels, such as social media platforms.
In fact, Asian countries have among the highest social media penetration rates in the world and according to a survey of shoppers from across the APAC region by Rakuten, over half of consumers engage with brands via social media.
A strong KOL marketing campaign is a fantastic way to generate top-of-the-funnel awareness and drive new customer acquisition. In many countries in the Asia Pacific region, the top KOLs are considered celebrities, and brands will run exclusive promotions to attract their followers. Here are our team’s top tips for ensuring your KOL marketing campaign drives marketplace sales.
Whether your campaign objective is to increase brand awareness, boost conversion rates, or maintain your brand image, a clear vision on what you expect to achieve from the investment should be the first step of any KOL marketing campaign.
Understanding the reach of each social platform can be useful when deciding on where to carry out marketing activity so that your campaign reaches the desired target audience.
Although celebrity and mid-tier KOLs may have the advantage of larger audiences, and while the popularity of your chosen KOL is important, it is essential that they signify your brand values. Likewise, building long-term relationships with KOLs builds trust and credibility.
Brands must think wisely about the values of their desired audience and adapt their content accordingly. The use of gamification, exclusive coupons or competitions can be a great way to grab your audience’s attention as well as capture customer data.
Once live, brands must monitor and assess the campaign’s success to gather valuable insights into the strengths and weaknesses and help to inform data-driven decisions for future KOL campaigns.
Whether you are launching your brand in the APAC region, or looking to maximize traffic to your marketplace store, KOL marketing activity is essential. Competition in Asia is fierce, with both local and international competitors in most categories, so investing heavily in marketing is key to establishing demand for your brand.
To find out more about our full-service model that starts with us buying your product and goes on to a partnership that takes care of every aspect of your marketplace presence while offering you profitable growth, contact us today.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.