By: Alaina Chiappone, Senior Account Executive
Creating a strong influencer network and leveraging it is a key part of modern, comprehensive communications campaigns. While we may associate influencers with lifestyle or consumer product brands, even organizations in highly regulated industries like healthcare, finance, and technology leverage key opinion leaders (KOLs). They won’t necessarily be famous TikTokers, bloggers, or streamers, but they are respected industry authorities who solidify the brand’s voice and wield credibility.
How To Identify Key Influencers For Your Brand
There are many factors to consider when crafting your brand’s KOL shortlist. These influencers should be a combination of internal and external spokespeople with a variety of backgrounds, titles, and knowledge bases to ensure you have the right voice for any media opportunity that may come your way.
The perspective these influencers can give to reporters is key. Are they from another brand that implements your product or service, or are they the end user? For the many healthcare, pharmaceutical, and medical device companies we work with at AM PR, having a physician using our clients’ tools and a patient who’s been treated with them is key for securing coverage. Oftentimes, media are looking for these external KOLs rather than a company spokesperson to get an outside perspective of how the product or service works in the real world.
Other key factors to consider are time and external obligations. Does this influencer have the time or flexibility to take a mid-day interview on short notice or to draft a contributed article on a deadline? If not, you may need to reserve that KOL for certain media opportunities that work best within their constraints. Additionally, does this person have any external legal obligations they must abide by? For example, perhaps a partner organization is unable to mention another brand by name in any interview. You’ll need to consider the value of this KOL and their voice with the possibility that your brand may not be mentioned in an article.
Honing Messaging For Your Influencers
Knowing who is available to speak about what topic is key for leveraging multiple influencers, and ensuring they are ready and prepped to speak to media about these topics is crucial for a successful interview.
AM PR offers a free downloadable Thought Leadership Generator Form to help potential brand influencers translate their thoughts into well-rounded topics they can discuss with the media. We often work with brands and KOLs to sharpen their messaging and ensure it aligns with the organization’s overall goals. You then have a list of go-to KOLs for media opportunities related to each pillar of your overall communications plan.
Leverage Your Influencer’s Social Networks
Once a clip goes live, you can still leverage your influencer’s social media presence to make your coverage go further. Your company should post any coverage it receives on social media, tagging the influencer who participated. Brands and their influencers should engage with each other’s posts, tagging, commenting, and sharing when appropriate. Our team can advise on social media best practices to ensure your brand and influencer accounts are all working in harmony.
Brands and KOLs with active social media accounts are favored by social networks. Ensure your company’s and your influencer’s accounts are regularly posting and engaging with content, signaling to the algorithms that you’re an active part of their online community. This helps boost your post reach, allowing for further engagement and eyes on your social content.
AM PR can help you take stock of the potential influencers at your disposal, identify new KOLs, hone their messaging, and earn and promote their content.
