KOLs: What They Are & Why They're Key to Your Marketing Strategy

 Over the past few years, influencer marketing has become an incredibly successful strategy for brands looking to reach a targeted audience on social media. And, with an average ROI of $6.50 for each dollar spent, it's undoubtedly powerful.

If you're a marketer, I'm willing to bet you've heard the term 'influencer' before. But what about key opinion leaders, or KOLs … have you heard of them?

Despite certain commonalities between KOLs and influencers, the two terms aren't synonymous. And if your brand is looking to reach a specific, niche demographic, you might want to consider implementing a strategy that incorporates KOLs.

Here, we're going to explore what KOLs are, and why they're a critical component of your 2019 marketing strategy.

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What are KOLs?

To consider what a KOL (key opinion leader) is, let's start with a real-life example.

Jaclyn Hill is a makeup artist and YouTuber whose channel focuses primarily on beauty products. With 5.8 million YouTube subscribers (as well as 6.2 million followers on Instagram), Hill is considered a makeup and beauty expert by her online community.

In 2015, Becca Cosmetics partnered with Hill to create a limited-edition highlighter known as "Champagne Pop". The product was extremely successful, breaking Sephora's record for most-purchased product on its first day of release.

Becca Cosmetics could have chosen another influencer to collaborate with, but the brand knew Hill had a specific niche community they wanted to reach.

Hill was ultimately more than just another influencer to Becca Cosmetics -- she was a KOL, or key opinion leader.

A KOL is similar to an influencer in regards to follower size, but a KOL has a more targeted audience. For instance, Hill's YouTube channel is dedicated solely to beauty trends and products. If she were to post a cooking video, it might not be well-received by her community. Her fans rely on her as an authority figure in the beauty space.

Since KOLs are considered experts on certain topics, they're often regarded as trustworthy and authentic. Their authenticity enables them to have influence on the opinions and preferences of their audiences -- which is why partnering with a KOL is a particularly powerful strategy for your brand.

There are three major benefits to using a KOL as part of your marketing strategy. Let's dive into those, now.

Benefits of KOLs for Your Marketing Strategy

1. A KOL can help you target your ideal audience.

Whether you're interested in boosting awareness or generating leads, a KOL can help you quickly identify and reach your ideal audience. Essentially, a KOL has done all the hard work for you -- she's taken the time to engage with a specific, niche audience, and she's grown a community centered around a specific interest.

A KOL is a particularly powerful opportunity to reach your ideal audience. For instance, let's say your business sells organic smoothie products. Your product is relatively niche, so you don't necessarily need to cast a wide net when attracting and engaging new leads.

Rather than posting Facebook ads or cultivating a strong presence on Google, you might be better off reaching out to a KOL like Massy Arias, who has 2.5 million followers and posts content exclusively related to health and fitness. Since Arias' typically posts organic health and fitness content and has proven an expert in this realm, her fans are more likely to trust when she recommends