When it comes to overseas online celebrity marketing, we all know that it refers to the promotion and marketing of products, services or brands by using KOL or online celebrity, which are influential and well-known overseas.Through bit by bit efforts, let facebook¹Ø×¢¹ºÂò Our market share is getting higher and higher, and the return on investment is also rising steadily. http://www.skyfans.top/
Usually, these overseas online celebrity have a large number of fans and audiences on social media platforms, and can spread advertising information through their content and influence, thus helping brands or products gain exposure and recognition in the target market.
And ROI means return on investment, and the specific calculation formula is ROI= (income-cost)/cost *100%.
It is an index used to measure the effect of investment, which is usually used to evaluate the ratio between the income brought by investment and the input cost.
In the field of marketing and advertising, ROI is used to evaluate the effect of advertising activities, marketing strategies or other investment behaviors. A high ROI means a high return on investment, while a low ROI means a low return on investment.
The topic I want to talk to you today is the relationship between overseas online celebrity marketing and ROI. Do you think it is reasonable to measure the role of online celebrity promotion through ROI?
Overseas online celebrity Marketing: How to Measure the ROI of KOL online celebrity Promotion?
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First of all, throw out a question: Is it reasonable for new products to be marketed in online celebrity only by ROI?
A new brand, a new product, has just launched the market, so it is naturally difficult to gain the trust of consumers. Therefore, most merchants will choose the way of off-site promotion, such as online celebrity marketing, deal promotion or PR draft, to promote the products and open up brand awareness.
However, whether it is marketing in online celebrity or other promotion, businesses need to understand that it is difficult for a new product to be launched and the preliminary promotion cooperation in the early stage to immediately bring about sales transformation. It is a long but necessary way to go through a period of precipitation, lay a good foundation, let customers see it first, then get familiar with it, and then arouse their desire to buy.
Some merchants will question why their new products have been marketed in online celebrity for several times, and why they haven’t tracked the transformation? Is the marketing strategy useless? This belongs to impatient can’t eat hot tofu.
The transformation brought by marketing in online celebrity needs a certain amount of time and the accumulation of celebrities, so it is unfair to take ROI as a measure from the beginning.
Overseas online celebrity Marketing: How to Measure the ROI of KOL online celebrity Promotion?
Image source: the idea of the worm
Then let’s take a look at several important indicators of overseas online celebrity marketing.
exposure
Exposure refers to the number of times this online celebrity marketing content is displayed on the Internet or on social platforms, which can measure the spread and influence of the content. Although many people saw this exposure, it doesn’t mean the actual amount of transformation and interaction, but it is still necessary to measure the role of online celebrity marketing content according to the conversion rate of the final store.
Click rate
After online celebrity marketing, merchants need to pay attention to the click-through rate of promotional content, shops and commodities. A high click-through rate usually means that consumers are recognized and interested in the promotional content. If the click-through rate is low, it means that the promotional content needs to be adjusted. The click-through rate measures the attractiveness of the promotional content to consumers.
Interaction rate
Interaction rate includes the ratio of comments, likes, forwarding and other behaviors to exposure. If the interaction rate is high, it means that the online celebrity marketing made by the merchants is successful. Otherwise, it needs to be adjusted to see if there is something wrong with the title or content and why it fails to attract the attention of consumers.
∠ Conversion rate
This is the most intuitive and important indicator. From the conversion rate, we can see the proportion of users from browsing the promotion content to actually completing the expected actions (such as buying and subscribing), which is one of the most important indicators to evaluate the success of the promotion activities made by businesses and directly related to the return on promotion investment.
Overseas online celebrity Marketing: How to Measure the ROI of KOL online celebrity Promotion?
Image source: the idea of the worm
As a merchant, how to optimize the marketing strategy of online celebrity?
To do overseas marketing in online celebrity, we should be results-oriented and clearly know what we want to achieve, so as to formulate detailed and effective strategies to implement.
(1) clear marketing objectives in online celebrity.
No matter what kind of products you are making, as a merchant, you must first make clear the target audience and the budget, so that it is convenient for merchants to make correct and reasonable presuppositions on online celebrity’s marketing strategy.
If you find that your strategy doesn’t work in the early stage, it may be a mistake in a certain link. At this time, don’t rush to move on to the next step, review it from the first step, redefine the goal and development plan, and then implement it.
online celebrity and brand tonality should be highly consistent.
After making a preliminary budget, we should look for online celebrity, which is highly consistent with its own brand tonality, to cooperate. Note that if you want to achieve the best marketing effect, it is more important to have a high degree of tonality.
For example, if you do make-up, it’s best to cooperate with a KOL who is a big fan, is very professional in beauty, and has a certain right to speak, which can achieve twice the result with half the effort. On the other hand, if we simply find a fashion field, online celebrity, who is engaged in both wearing and beauty, will cooperate, and the effect will naturally not be as good as the first one.
In addition, the choice of social platform is also very important.
Different types of products are suitable for different platforms. For example, products suitable for graphic marketing can be promoted on social media such as Instagram, which is not suitable for video sites such as YouTube. Therefore, it is not that the platform with greater traffic is better, or you should choose according to your needs.
Overseas online celebrity Marketing: How to Measure the ROI of KOL online celebrity Promotion?
Image source: the idea of the worm
Online celebrity marketing, to put it bluntly, means that you hope that your store can make a profit through this activity, and you can continue to operate and attract more customers. Therefore, after doing online celebrity marketing, every seller will want to know which KOL behaviors are effective and promote customers to spend in the store, which involves the calculation of ROI.
This is the calculation method of online celebrity marketing ROI: ROI= (revenue-online celebrity marketing cost)/online celebrity marketing cost.
Some people here may ask, what kind of ROI is a good return on investment? Normally, if the ratio of 5: 1 can be reached, it will be the most perfect, that is, I spent $1 on activities and finally generated a return of $5. According to this ratio, the most perfect return on investment can be achieved.
However, at the beginning of marketing in online celebrity, it is best not to calculate ROI for the purpose of transformation, and the result will only break your heart, for the reasons mentioned above.
Is it meaningless to calculate the ROI of online celebrity marketing?
That’s not true. Only after the promotion and marketing activities have been carried out for a certain period of time, the whole data will be re-calculated. Only in this way can we more accurately draw a conclusion whether the return on investment of online celebrity marketing is high or not, and whether it is worth continuing.
Here are some successful marketing cases in online celebrity:
When Huawei launched its new smart phone, it cooperated with red-hot bloggers with more than 80 million fans, and used the tag of #HuaweiChallenge# to participate in the activity, which won more than 10 million interactions. Driven by the activity, the sales of the new mobile phone increased by 25% within one month after its release.
Lululemon, as a famous American sports brand, has cooperated with Fitness online celebrity for a long time, and the amount of praise and comments of the cooperation content is obviously higher than that of ordinary daily content, and the interaction rate is greatly improved.
Generally speaking, overseas online celebrity marketing is a very important link for cross-border e-commerce, but the release of new products can’t just look at the ROI promoted by online celebrity, because the transformation brought by online celebrity promotion will take a long time, even several months or more, so sellers who are engaged in online celebrity marketing must be patient.