Influencer marketing is expensive in China and the prices are only going up. Even the biggest brands are looking for ways to get influencers to repost their content for free. No, don’t misinterpret this to mean influencers should work for free. Brands should acknowledge influencers’ value and compensate them fairly.
Optimization is a word that gets tossed around a lot in the business world. Brands strive to optimize nearly every part of their business. However, the following KOL tactics are rarely used to optimize China marketing campaigns. There are a few reasons for this. Often, brands silo KOL marketing efforts instead
Online influencers have a billion-dollar industry behind them, but it wasn’t always this way. Now brands are asking if they can lock-down high-performing KOLs just for themselves. However, many brands forget that KOLs want to be treated like people, not commodities. The following article was originally published in theINSIDER 500 KOL Catalog.
While KOL marketing is a powerful tool, the glut of content on social media means sponsored posts tend to be a flash in the pan. Efforts are especially fleeting when brands haven’t developed a KOL strategy that extends to search engine optimization in China. SEO (Search Engine Optimization), SSO (Social
At PARKLU, we often have startups and new brands come to us with a China market entry strategy that neglects the KOL marketing challenges for unknown brands. They anticipate that KOLs will generate sales conversions and incredible ROI almost overnight. We totally understand where this is coming from: Marketers have
There are two main KOL marketing strategy plans used today. The first is “campaign-based” — a strategy that conceptualizes your KOL collaborations around short-term campaigns. These are limited by set time periods and specific goals, like promoting an event, sale, or product launch. The second is an “always-on” strategy, which
Brands who want to develop a successful, long-term strategy for KOL marketing in China will need three things: an effective tracking and management system, eager marketing staff, and the right budget. Here is how brands can find each one. 1. The system for KOL marketing in China Just as sales teams need a
Smart brands and influencers have realized that one-off influencer campaigns don’t benefit anybody. They create more work for both parties and simply aren’t as effective as long-term cooperation. Building reciprocal, long-term relationships with influencers that perform well is the way to go. But how can brands do that? Why are
While we at PARKLU are obviously big proponents of influencer marketing, we can’t deny that plenty of things can go wrong when working with influencers. Many influencer marketing fails stem from miscommunication, mismanaged expectations, insufficient market knowledge, and a lack of clarity from the brand. Here is the most common
Wang hong create awesome content, but so do ad agencies. Therefore, it makes sense to ask what tactics do China wang hong use to connect with fans that set them apart when it comes to marketing results. In short, it’s the connection wang hong have with their fans. Wang hong’s