As an award-winning business strategy and communications expert, Julia Kendrick is often asked for advice on how to be a key opinion leader within the ever-growing private medical and aesthetics industries. For this reason, we at Kendrick PR have decided to create short guide to get you started:
What is a Key Opinion Leader ?
A key opinion leader, often abbreviated to “KOL”, is defined as someone of significant influence within their respective industry. They have built a reputation and gained the respect of their peers by pushing boundaries, making regular appearances in journals and popular press, speaking at conferences and developing new theories, techniques or research.
Companies and brands often engage with a KOL to secure them as an advocate for their products – taking advantage of their prestige and popularity for the chance of increased visibility and revenue. To achieve such a status doesn’t happen overnight, it takes a lot of time and dedication.
In the digital age we now live in, social media and online content are two of the most beneficial tools at your disposal to help kickstart your KOL career. Our lives are lived online in a time where technology dominates all that we do, so if you’re not on board with social media yet, now is the time to find your feet – otherwise you’ll get left behind.
Accessibility
It is vital that you take an active role within your industry community and get involved as much as you possibly can. It’s not enough to simply be present, both online and in person; you need to have a presence. There is a difference. You need to be accessible in order to become a successful KOL, making positive impressions so that your followers feel a benefit from interacting with you.
It is important that they feel that you see them and value them, otherwise they are likely to become disengaged. Take advantage of opportunities to attend conferences and deliver talks on your areas of expertise so you can begin to establish yourself as a recognised leader. Make time for networking at these events in order to expand your opportunities. At the same time, stay active on social media as this is your key to spreading your message to a wider audience who will then interact through shares, likes and comments.
Association
There is nothing bad to be gained from surrounding yourself with other industry professionals that share the same interests as you, but not necessarily the same opinion. This is a way of sharing knowledge and theories to further your expertise and strengthen your stance within your field.
The sign of a key opinion leader is to actively listen and learn from others while sharing your own opinion. Face-to-face interaction bears significant value, but social media is the stepping stone that could help to nurture these interactions.
There is no limit to who you can connect with online, allowing us to reach out to others with ease through groups and events as well as direct messaging. Establishing an online relationship prior to meeting in person can make the whole process much easier.
Expertise
Your value as a KOL is extremely limited if you don’t possess the expertise to support your opinions. You truly never stop learning, which is why you need to dedicate the time to continuously further your knowledge and develop your opinion so as to stay current.
It’s all about investing in both yourself and your field in order to maintain relevance by adapting yourself and your message to an ever-changing world. However, content is the key to validation. Publishable content online or in credible magazines, journals and newspapers will support your expertise and strengthen your reputation. An expert is known for their theories and opinions. By combining your expertise with your passion, you leave an impression on your audience, more so than simply being an educated individual with no excitement or personal investment in their work.
You can use social media to effectively demonstrate your passion through regular posts, consisting both of your own, original content as well as existing content regarding your field.
Reliability
Reliability is a key component of your reputation. It is vital to be consistent in that you stand by your promises and commitments. If you’ve promised to make an appearance at an event or even at a simple business lunch, make sure you attend and avoid lateness. Inconsistency leaves a poor impression and can easily ruin your reputation. This same rule should be applied to your industry stance.
Confidence is lost when an aspiring KOL lacks the practicality or drive to transform their ideas into a reality. Anyone can formulate their own ideas but it takes a leader to execute them. Generating momentum is easier than it has been with the ability to make online connections with people and things that share in your interests, propelling you towards success.
For more information on how to build your profile and become a KOL, get in touch with us today.