TikTok has become the core platform for overseas social media social marketing with more than 3 billion global downloads and 1 billion monthly active users. Similar to domestic Douyin marketing, TK has become the focus of short video marketing and has also become a channel for countless KOL experts and companies to attract traffic and monetize.
When enterprises tap TK traffic, in addition to building their own brand official accounts for traffic diversion operations, they can also leverage other people's traffic for their own use, such as brand alliances, TK expert/influencer marketing, etc. In a marketing situation where growth is difficult and costs are high, we should leverage our efforts to seek efficient growth.
01 Why do we need TikTok celebrity marketing?
Like the domestic Internet environment, overseas traffic is now fragmented, socialized, and video-based. Through short video content, consumers can more easily gain product awareness and trust. Different from the official main marketing experience, the content of celebrities, Internet celebrities, and KOL experts will allow consumers to establish emotional identification and promote sales conversion. Therefore, the value of KOL celebrity marketing is getting higher and higher.
In addition, TikTok short video social networking has become a habit of consumers. When entertainment and leisure are inseparable from short videos, young people's immersion time in short videos is extended and the degree of immersion is deepened. The entire TK platform has become a traffic treasure.
It’s definitely not enough if the platform has traffic. KOL has traffic and has the value of monetizing the traffic. Only then will the enterprise’s talent marketing be truly effective. Now, the fan base and comment area of TK experts have become a gathering place for people in vertical fields. They have a more dedicated audience. As the center of new things and content, they capture the attention and trust of a precise customer group and have an influence that cannot be underestimated. Compared with other traditional online and offline channels, users trust them more, and it is easier to establish emotional trust between the two.
02 How to find the right talent
Generally speaking, companies need to screen from the perspective of number of fans, video playback volume in the past seven days, fan structure and account vertical categories to find suitable KOL experts. Among all indicators, the number of fans is the key reference. The more fans, the higher the price. Therefore, companies need to choose the appropriate KOL according to the category to cooperate.
Enterprises can use the following methods to find KOL experts:
- Combine keyword search in TK, enter the personal account and find its contact information on the homepage. Generally, there will be WhatsApp account and email contact information in the self-introduction;
- Use some third-party platforms to carry out celebrity marketing, such as:https://mkt.wotohub.com/, Efficiently formulate enterprise-specific marketing plans;
- Match the right experts in the overseas creator market to carry out marketing, and quickly find the right KOL group using search tools or content platforms.
Whether it is independent search or third-party cooperation, efficient operation and development of Internet celebrity groups are urgently needed.
03 How to develop the value of expert groups more efficiently
The initial establishment of connections is just the beginning. The key is to establish good communication with each expert and leverage their expertise to achieve efficient transformation. Here, through expert marketing solutions, every company’s KOL marketing can get twice the result with half the effort.
First, connect with expert groups through social means
Just like the domestic communication link from Douyin to WeChat, the same is true for overseas communication. It’s just that Douyin was replaced by TK, and WeChat was replaced by WhatsApp. In fact, many TK masters use their WhatsApp accounts to introduce themselves.
Socialization is a characteristic of all people, and WhatsApp communication can lay the foundation for instant interactive communication between both parties. Now, the communication channel for overseas B2B and B2 big C has also moved from email to online social platform.
Second, use WhatsAppowned-channel marketing to deeply develop the value of experts
This is a typical owned-channel marketing scenario. Enterprises can regard the expert group as a big C group. Whether it is distribution, short video live broadcast, or pure product promotion, enterprises need to communicate with the KOL group in a long-term and continuous manner. Combined with a system with owned-channel marketing value, companies can avoid these problems:
Avoid KOL and customer data loss. Whether it is KOL groups or C-side customers who can be transacted, they are valuable data assets for enterprises. The SalesEpochSCRM system is developed based on the original ecosystem of WhatsApp. It not only retains the original value of the social tool, but also retains front-end and back-end customer data on this basis. It can effectively prevent data loss in the event of account loss, ban, personnel resignation, etc., and retain valuable customer data for both sales staff and enterprises.
Avoid insufficient KOL value development. Every KOL celebrity is an individual with distinctive characteristics. Enterprises need to tailor their interactions and combine the talents’ own characteristics with each other in the interactive communication between the two parties. For example, the number of fans, number of video plays, fan structure, number of account fans, etc. mentioned earlier can be used to create portrait tags. When communicating with experts, you can know yourself and the enemy, and fully develop value after understanding the characteristics of the other person. For example, the results of each expert's invitation, order conversion, quantified output, etc. can be used as standards for classification and classification, truly achieving refined management review, allowing enterprises and more potential experts to obtain more valuable results together.
Avoid the high cost and low efficiency of expert screening. If it were not for the blessing of the system, it would definitely be an arduous task for an operator to establish 500 experts in one day. However, as shown in the figure above, batch import + batch communication can save employees a lot of effort, and communication and screening of hundreds or thousands of people is not a problem. When personnel efficiency is high, costs will naturally be low. The vocabulary library and automatic replies that can be used with one click in the system can also add points to efficient interactions.
Avoid disconnection of customer data.On the traffic receiving side, a multi-account matrix layout is always essential. Combined with the registration mechanism of efficient registration and low account suspension probability, and the use of multi-account access diversion mechanism, enterprises can efficiently handle traffic and achieve batch operation management.
As the king of global instant messaging, WhatsApp has become the main platform for business communication in more and more countries and regions. In this communication process, from active development to operational management, companies can use WhatsApp to continuously interact with expert groups to empower the in-depth development of KOL value. Not only TK celebrities, but also celebrity groups on other platforms and channels can also use WhatsAppowned-channel operations to accumulate data, fully develop the value of KOL groups, and realize short video live broadcasts to bring goods or distribute and sell goods.
