Phạm TúKOLs are increasingly leveraging their network advantages to develop innovative and effective sales strategies.
SALES THROUGH SOCIAL MEDIA NETWORKS
After work, Tiến, a charismatic credit officer at an international bank, heads to his usual bar. He frequents this bar almost daily with different groups of friends. His stylish entourage always livens up the atmosphere, making them the center of attention.
With his extensive network and considerable Facebook following, Tiến enters a long-term influencer marketing agreement with the bar. He receives a budget to bring friends to the bar over several months. In return, he commits to bringing a certain number of friends, generating check-ins, and posting Stories on Facebook and Instagram. He and his friends also contribute to the lively atmosphere.
This strategy aims to attract new customers. The KOL’s social media engagement isn’t the primary focus; rather, it’s their lifestyle and network quality. The chosen influencer needs a good job, a trendy image, a wide network, and strong influence both online and offline.
But that’s not the best part.
Leveraging his network of friends and banking clients, Tiến starts taking table reservations for the bar. He guides his friends, teaching them how to enjoy the bar and order drinks. They become regulars, booking tables through Tiến to secure the “best spots.” He generates significant monthly revenue for the bar. He then expands this model by introducing friends to the same partnership with the bar.
SALES THROUGH PERSONAL EXPERIENCE SHARING
At 11 PM, Linh, a model, appears in her pajamas, live-streaming her nighttime skincare routine on Facebook. She explains product benefits, demonstrates application techniques, and answers fans’ beauty questions. Her caption includes product names, prices, and purchasing instructions.
Linh, a 30-year-old mother, exudes a strong, straightforward personality. She embodies a distinct modern motherhood lifestyle that her followers admire, identify with, or aspire to. This shared lifestyle fosters trust and facilitates product recommendations and purchases.
Linh’s genuine and transparent product reviews transform her sales sessions into casual tutorials and experience-sharing among like-minded individuals. This authenticity is key to her success as a KOL with a large and loyal customer base.
AFFILIATE MARKETING COMBINED WITH INFLUENCER MARKETING
Despite emerging in Vietnam in 2016, affiliate marketing hasn’t gained widespread traction among influencers. This is mainly due to lower earnings compared to brand sponsorships and its suitability for website owners rather than social media-focused influencers.
However, the future of influencer-integrated affiliate marketing isn’t bleak. A growing concern in influencer marketing is the increasing engagement rates with unclear, difficult-to-measure returns. This pushes clients toward methods that allow precise ROI calculation, which performance-based marketing can offer.
To effectively integrate with influencer marketing, affiliate marketers need to contribute to the growth of influencer marketing rather than simply focusing on link placements and click-through rates.
THE FUTURE OF KOL SALES NETWORKS
Looking ahead, influencers will increasingly leverage their social media networks for sales, forming powerful networks directly connected to brands. New brands and products that rely heavily on consumer research and discovery will particularly benefit from these influencer-driven sales networks.
For brands, identifying KOLs with relevant audiences and investing in building and managing influencer sales networks will be key priorities in 2018’s influencer marketing landscape.
