Overseas Talent BD operation notes: review, plug-in, contract and complete process
The original text comes from "Overseas Talent BD Operation Notes". This article is split according to the reading rhythm of the official website; the main text content remains the original text without compression.
26. KOL also loves you who is polite! Work Email Dos & Don'ts
In BD work, email communication with KOL is a very important link. However, due to language barriers and cultural differences, some partners may use some impolite words in emails that are not easy to detect, which may leave a bad impression on the KOL and even affect the results of the cooperation. Therefore, we need to master the skills of writing emails to ensure that the content of the email is both polite and professional. Here are some DOs and DON’Ts in work emails to help you establish a better cooperative relationship with KOLs.
❌I'm just following up
✅I was hoping to check in and see if you had any updates on the matter we discussed.
❌I need this ASAP
✅Would it be possible to receive this by tomorrow? I understand if it'snotpossible.
❌Can you do me a favor?
✅I would be grateful if you could help me with...
❌You should have...
✅In the future, would it be possible to...?
❌I'm sureyou'reverybusy
✅I understand you likely have many demands on your time, but if you have a moment to review this, it would be greatly appreciated.
❌I'm too busy to deal with this right now
✅I'd love to help, but I'm currently swamped. Can we schedule a time to discuss this further?
❌That's not my job
✅I'm not entirely sure how to address that, but let me see if I can connect you with someone who might be able to help.
❌That's not what I meant
✅I apologize if I didn't explain myself clearly. Let me rephrase my previous statement.
❌I'm not interested
✅Thank you for reaching out. Still, I'm afraid this is not the right fit for me at the moment
❌You need to do better
✅I believe we can improve on this. Let's discuss some ideas on how to do that
❌Sorry to bother you
✅I appreciate your time and thank you in advance for your help.
❌Sorry, I don't understand
✅I appreciate your question and would be happy to clarify further
❌Why haven't you replied yet?
✅I wanted to check in and see if you had any updates on the matter we discussed. If you haven't had a chance to respond, no rush, I just wanted to make sure I didn't miss anything.❌Can you get back to me as soon as possible?
✅I understand you likely have many demands on your time, but if you could let me know when you have a chance, that would be greatly appreciated.
❌You should have done it this way
✅Have you considered trying it this way?
❌That's not what I asked for
✅I'm sorry, I might not have communicated my request clearly
❌I'll have to check with my boss
✅That'sagreatquestion.Letme check with my team and get back to you.
❌This is urgent, I need a response ASAP
✅If you have a moment, I would appreciate a prompt response
❌I don't have time for this...
✅I'm afraid I won't be able to fit this into my schedule right now, can we revisit this at a later time?
❌I'm surprised you didn't already know this
✅I wanted to make sure you were aware of this
Twenty-seven, 48 rainbow fart phrases that make KOL so happy that they fly
The content is too long, so I made a new document. Click the document below to jump.
48 short rainbow fart phrases that will make KOL experts fly with joy
28. How to calculate the ROI of talent marketing? (Data Analysis)
The so-called ROI is the abbreviation of "Return on Investment", that is, return on investment
The higher the ROI value, the greater the return on investment. In fact, the calculation of ROI is very simple, including the following three steps and precautions:
1. Calculate costs: Costs include all expenses incurred in cooperation with experts, including advertising fees, commissions, product fees, shipping fees, and possible promotion fees.
2. Calculate the income: the most direct income is sales, and the invisible income is the increase in brand reputation, the increase in social media fans, etc. (Generally, brands only count sales. Some brands also require tracking the subsequent status of orders. If there is a refund, this revenue will be crossed out)
3. Calculate ROI: ROI = revenue / cost
Note:
1. Consider the time dimension: When calculating ROI, you need to consider the time span of marketing activities. Choose daily ROI, weekly ROI or monthly ROI.
2. Consider the traffic funnel: combined with the ROI of other marketing activities, the flow of influencers is more towards the upper level.
3. Consider invisible benefits: Not only do you need to consider short-term ROI, but you also need to consider the exposure and fan growth that the influencer brings to the brand (the latter can also be quantified)
Therefore, ROI is only an indicator to evaluate the effectiveness of marketing activities, and other factors need to be considered to determine the overall marketing strategy and investment decisions.
29. 8 common misunderstandings in overseas KOL marketing
We have sorted out the misunderstandings we may have in our daily KOL marketing. You can check yourself to see if you have made these mistakes.
1. Only look at the number of fans
Some KOL fans may be obtained by buying fans, etc., but these fans will not really have a positive impact on the brand; at the same time, the number of fans is a data accumulated over many years and cannot truly reflect the recent fan dynamics of KOL.
2. Select talents without looking at fan audience data
This is especially important for brands in small markets. The most basic three data that need to be paid attention to are the country, gender and age of the audience. These data can help the brand better understand the audience of the influencer and determine whether they meet the brand's target customer group. For example, if the brand's target customer group is women aged 18-24, then choosing a KOL whose main audience is men and aged between 35-44 cannot match the brand's needs.
3. Unable to see the potential and long-term value of KOLsThe value of KOLs to a brand is not only reflected in the number of fans on their social media, but also includes the multi-faceted additions to the brand through their social image, popularity, professional skills, credibility and other factors. On the contrary, it is also necessary to consider whether KOL data may have a negative impact on the brand. For example, a fitness brand that advocates health is not recommended to use liposuction and plastic surgery KOLs for promotion.
4. Excessive intervention in KOL’s content creation
Before cooperation, brands and influencers need to fully listen to and respect each other's creativity and opinions, try to avoid overly interfering with their creativity and expressions, and try to integrate the brand's needs and the KOL's ideas. Only in this way can the KOL better communicate with their audience in their true colors and improve the brand's recognition and influence. Otherwise, they are likely to be rejected by fans.
5. Do not discuss cooperation content at all
We said before that we should not interfere too much with KOL’s creativity, but we should not let it go completely. Because many KOLs don’t actually know your brand, and they are not necessarily professional. Secondly, they may have cooperated with many brands, so they need to sign a contract to standardize the cooperation regulations and requirements. If no contract is signed, a complete brief needs to be issued to let both parties clarify the content of the cooperation and avoid subsequent deviations.
6. Never review the price
This includes data analysis and subjective content feedback. Think about the effect of this marketing activity by reviewing the data, and then adjust the choice of KOL types and decide on the next marketing activities; by paying attention to the feedback of KOL cooperation marketing activities, adjust the strategy in a timely manner and adopt the opinions and suggestions of the audience to obtain more improvements in video content and even products.
7. Blindly follow the trend. If others recommend Instagram, I will also recommend it (if you have a large budget and can’t spend all the money, let’s talk about it separately)
Brands need to fully understand the characteristics and advantages of different social media platforms and choose the platform that best suits their brand by considering the target audience, the brand’s style and content type, marketing purposes, and budget. For example, Instagram is suitable for visual content and short videos, and its user group is mainly young people aged 18-34; TikTok has younger users than Instagram, so it is more suitable for marketing to users in the 13-24 age group; YouTube is a video sharing website, covering all ages from 18 to 65 years old, and is more suitable for brands that want to produce longer and more in-depth video content to showcase products or share expertise.
8. Not paying attention to maintaining the relationship with KOLs
Maintaining existing KOL resources is very important for brands, especially for KOLs who have cooperated many times. Establishing good interpersonal relationships can make cooperation smoother and more enjoyable, and establish more cooperation opportunities in the future, such as sending blessings on holidays, giving small gifts on birthdays, sharing each other's social activities on a daily basis, etc. By building a good relationship with KOLs on a regular basis, you can mobilize talent resources more quickly when brands have a large need for cooperation.
30. 9 invisible killers that prolong the KOL cooperation cycle
Among all promotions, due to the large number of links and the number of communicators, KOL cooperation should be regarded as the promotion channel with the longest cycle and the most uncontrollable. Therefore, it is often easy to lengthen the cooperation cycle without paying attention to a small link, resulting in the possibility of missing the promotion season. Below I have sorted out the things that need to be paid attention to and avoided during the whole process to shorten the cooperation cycle.
1. Unclear understanding of the type of developer
There is no clear outline of the operation plan before developing experts, such as what kind of experts are needed for brand portraits, where is the promotion platform, what is the type and size of the experts, how to allocate the budget, the number of monthly cooperations, etc., which leads to a mess. As a result, the type of experts found does not meet the brand requirements, the budget is exceeded, and the quantity is not met.
2. Pure manual development expert
This way to develop experts is relatively accurate, but the efficiency is very low, and because of the preference recommendation, it is easy to find new experts, so you need to use some development tools to assist, such as Fastmoss, Pipiads, Tikstar, Noxinfluencer, Upfluencer, infuencity, etc. (The development tools are recommended above, you can check them out)
3. Insufficient preparation and turnover of goods
When recommending products to experts, you need to verify the inventory status of these products in advance to avoid having to communicate twice to select products when they are out of stock. It is best to set up a safety stock (for example, inventory > 10). Safety stock can also reduce the risk to a certain extent of the product being sold out after the expert publishes the video.
4. Brief is not provided
If clear content cooperation requirements are not provided, the master may need more time to understand the brand and business needs and try to communicate the details with us. It is necessary to ensure that the required standards and quality standards have been confirmed with the master before the project starts.
5. Will not consolidate or simplify processes
There are many processes in the entire talent cooperation. Some steps are necessary, but some can actually be merged together. There is no need to go through it step by step. The time of communication can be more flexible. For example, notify logistics information and send Brief. These two can be put together.
6. No prioritization
This is mainly aimed at experts who have multiple content tasks, such as multi-platform packaging and cooperation. The tasks are sorted according to priority so that the experts can complete the most important tasks first.
7. Replying to emails is too slowThe email of the day must be returned in time on the same day. If it is delayed for one day, plus the time difference, it is equivalent to two days of delay inside and outside. If we catch up with the master's "routine" travel again, then it is normal for the cooperation to delay for a month and a half.
8. Frequently modify preview content
When proposing modifications, our expressions need to be "clear and polite". Don't be vague about modifications because you are afraid that it will be troublesome for the expert to modify or hurt the other party's feelings. Don't mention them a little at a time like squeezing toothpaste. Try to provide clear and unambiguous opinions at once.
9. Delay in payment time
If you are sure that there is no problem with the content, try not to delay the payment time. Deliberate delay will directly affect the process and difficulty of the next cooperation with this master; it will also delay the time for the master to publish the content (many masters will not publish until they receive the payment)
31. 11 tips to reduce the number of development emails entering the trash can
Sometimes we find that the response rate is very low, and then we start to optimize the email content. After optimizing it several times, we find that there is no improvement. At this time, we have to think about whether it has entered other people's trash cans. To be honest, no one knows how to avoid entering the trash can. However, there are some possible reasons that we can refer to to reduce the chance. If you have done the following optimizations and find that the entry rate is still very low, I suggest that you do not hesitate to abandon it and replace it with a new one.
1. Use multiple Gmail business emails
It is not recommended to use domestic corporate mailboxes. Some servers may not be overseas. It is best to prepare a few spare ones and switch to send with different content. Moreover, Gmail can also see the report after sending, and you can see the subsequent open rate and reply rate data.
2. Prepare more email templates for different groups of people
If the content of your email is used from last year to this year, then the same mailbox receives emails with the same content multiple times, and it is easy to be rated as spam. Secondly, the IP of the same company may be the same, so try to avoid directly applying other people's templates and modify them if you want.
3. Reduce the use of sensitive words
I don’t know what the sensitive words are, I just rely on luck. Do you want to do your own AB testing? Use less promotional words, see what your own trash cans look like, and avoid them.
4. Reduce the use of short chains
Compared with the small benefits that short links bring to us, that is, shortening content, it brings us relatively more invisible negative marketing. First of all, it may increase the risk of entering the trash, especially when your recipient has an advanced spam filter; secondly, in other usage scenarios, such as when making external links, short links will lose weight to a certain extent.
5. Reduce the use of accessories
This factor is not an absolute factor, but it may have a certain negative impact, so it is best not to send attachments in the first email.
6. Control the proportion of pictures and text
Control the first email and put at most one picture. Of course, it is best not to put it. Plain text emails are more likely to be successfully delivered.
7. Don’t use fancy formats
If there are mixed uppercase and lowercase letters, various font colors, and pictures randomly interspersed, etc., these will increase the possibility of it being filtered; even if it is opened, it may be blocked manually by the recipient.
8. Pay attention to the sentiment of emails
Check whether the mood of your email is professional, stable and refreshing. Too many exclamation marks, question marks, quotations and exaggerated words may trigger spam filtering rules.
9. Manually delete some spam mailboxes
Many mailboxes may be invalid. Manually deleting such mailboxes and sending them in bulk can increase the inbox rate. Otherwise, the IP reputation may be affected.
10. Test before sending
Here is a tool: mail-tester. You can send this letter to this tool first to help you evaluate it; you can also send it to your own private mailbox first to see if there are any problems when receiving it.
11. IP address or email blacklist detection
If you are blacklisted, you need to pull it out. There are many detection methods and deletion methods on the Internet, please search by yourself.
