Kol Marketing Strategy Using Content, Email, Social Media Mix

Recently we connected with a startup into the scientific instruments industry for digital marketing services and started exploring email marketing services and social media engagement opportunities. This market for products and services related to laboratory analytical instruments, measuring devices, consumables and monitoring instruments, is well networked online. And as forecasted by a recent market research by Technavio, a growing number of research projects and studies in the coming year will result into an high demand for affordable and efficient scientific instruments. Add to that growing online reach with the likes of an Amazon and Alibaba now listing such scientific instruments on their platforms, it is easier for researchers and scientists to buy international as well as local brands. If you browse through some of the leading scientific instrument manufacturers, you’ll notice they are highly active on YouTube channels, branded company pages on social media sites and strong web properties. Here are some leading brands from the industry that are very active online and formed the basic sources of marketing intelligence.

Agilent Technologies, Bruker, Danaher, Horiba, PerkinElmer, Thermo Fisher Scientific

Kol Marketing Strategy Recommended

Everybody does email marketing, one could use bulk email marketing services or go for targeted email marketing services, but the disadvantage is that 99% emails drop in the spam boxes. In other words, 99% of your time and money on email marketing tools may go directly into junk.

And most B2B brands are exploring social media marketing avenues. Be it online communities, professional networking sites like Linkedin, or forums like Reditt.

So how do the best brands use these marketing channels for business growth? The answer lies in having a sustainable, scalable and efficient digital marketing strategy that includes KOL Outreach as is discussed in this case.

What’s Kol Marketing Meaning

KOL – Key Opinion Leader – are social media influencers in the targeted industry. People or brands that are revered for their views, reviews and recommendations. In other words, they are considered the authorities in a given domain, usually with a large social fan following, and their advice is highly sought.

What Are Kol Marketing Advantages

For a business that wants to engage its target audiences on the social medium, key opinion leaders in its industry can be engaged to become their brand ambassadors. This helps the brand achieve its business goals by boosting new customer acquisition process,

KOL Marketing: Faster AIDA, i.e. from
Awareness » Interest » Decision » Action

In other words, a successful KOL Marketing Strategy means:

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• Achieving your goals faster
• Driving better brand engagement
• Generating more valuable clientele
• Higher brand awareness among target audiences
• Building a strong competitive advantage and market presence

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Kol Marketing Strategy For Sci-Ind-Startup

A business can get started with KOL Marketing in many ways, but the most prominent strategies are:

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• 24×7 Kol Outreach wherein the objective is continuous engagement and consistent momentum to communicate with key influencers across multiple channels
• Specific Kol Outreach wherein the objective is more short term and may be related to a new product launch or time-bound event.

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We recommend the 24×7 KOL Outreach Marketing Strategy for this Sci-Ind-Startup because,

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• Maintain top of mind recall
• Build strong long term relationships
• Reduced cost per reach or sale over time
• Build strong brand presence among target audiences
• Capitalize on compounding effect of digital media marketing
• Helps easy retargeting and remarketing to a select community
• Focus on top performing KOLs for your brand and industry

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As your KOL marketing campaign grows in maturity, you will see more returns on your investment. Here are 3 main strategies recommended for this sci-ind-startup.

Strategy #1: Social Media Marketing

Top Industry Categories to target on #Linkedin  for Sci-Ind-Startup
Education: 5% | Government: 8% | High-tech: 9% | Medical: 6%

Like we said, KOL’s, like celebrity brand ambassadors, are highly followed social media influencers. By regularly posting articles, reviews and videos, they engage/earn/become refers to products and services. Their fans are most likely to buy such “recommended” brands. But a KOL strategy comes with its own limitations and challenges…

Businesses that use mass email marketing services to reach these KOLs often get blocked. Maybe not, but research says 99% of such mailers land in their spam boxes.

But sending personalized messages or emails to a opt-in database supported by engaging content can drive up conversions like never before. And when such campaigns are incorporated with the broader, holistic marketing strategy and is focused on building long-term relationships, you can expect the best value from your KOL marketing spend.

Here we took a leaf from the highly effective KOL marketing strategy used by the medical industry. Where medical representatives and industry leaders closely connect with an engage influencers based on:

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• Seniority
• Past Engagements
• Competing Collaborations
• Geographical Location
• Influence Factor / Social Clout

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Where in-person KOL engagement for a startup is going to be very expensive, we recommend content marketing on digital media to reach key influencers from the scientific research community, build stronger relationships using personalised communication, use of marketing automation and artificial intelligence for retargeting potential clients and build long term business relationships.

KOL Marketing Strategy For Your Business

Aidasinc offers state of art digital media marketing services that will reach most influential Key Opinion Leaders in your industry and your potential buyers. With highly affordable, scalable and sustainable marketing services, Aidasinc also offers “Performance Linked”, i.e. pay per customer acquired, digital marketing programs that can give your business a huge competitive advantage.

Affordable Marketing For B2B Companies

@AiDASiNC, we are a team of specialists with keen marketing skills for B2B companies. We can help enhance your business visibility online that will help attract new clients. Our collaborative online marketing and communication strategies can help build a long-term competitive advantage for your business.

Our services include:

1. Marketing communications management

2. Content development for website, blogs, articles and PR

3. Mobile friendly website development

4. Search engine marketing – Organic (SEO) and Paid (PPC)

5. Social media marketing – Organic (SEO) and Paid (PPC)

6. Email marketing management

7. End-to-end customer acquisition management services

If you have any query, feel free to contact us on +91-9004561023 for a discussion.

New Digital Marketing Services On
Variable, Pay Per Customer Model…

With new social media, search engine and content opportunities being introduced in the highly lucrative digital marketing industry, it is time your company moves ahead of the curve. It is time to take the increasing competition head on, and withstand the onslaught of international vendors with a enviable performance linked marketing plan that is guaranteed to generate results. And you needn’t worry about online visibility, customer acquisition strategy, creative media, digital outreach to build market share and revenue across your target regions. Neither do you worry about the budgets, the execution and related supervisory tasks; as you pay only for the actual business results that you want.

Need to know more?
Contact us for details and an action plan for your business.

And you may like to join us on Linkedin at our newly formed “Customer BuildUp Strategies Group” to Ask & Answer & Participate in the discussions. Feel free to share your thoughts, your queries and your feedback with us.