In the past decade, influencer marketing has shifted from being strictly just celebrities to content creators of all kinds. This growth has caused the market to become over-saturated.
However, your practice can still benefit from influencer marketing by using it on a smaller scale and leveraging influencers in your community. Keep reading to learn how!
What is Influencer Marketing?
When you think of marketing, influencer marketing may not be the first thought that comes to mind. In fact, it may not be the second or third either. That is what makes it a great opportunity. It allows you to differentiate yourself from other practices by having the endorsement of a trusted public figure.
Influencer marketing is one part of an overall social media marketing strategy. It utilizes endorsements and product mentions from public figures with large and or highly engaged followings. Think of it as digital word of mouth but on a larger scale.
These types of campaigns work due to the high level of trust that social media influencers have built with their followers.
How does Influencer Marketing Work?
An easy way to get started is by looking for influencers in your community. They could be business leaders, celebrities, or athletes. Do your due diligence and research the person you’ll be working with as well as their primary audience.
For example, it wouldn’t make sense to work with a stand-up comedian if you are a pediatric dentist. An influencer is only as valuable as their audience, so make sure they can attract your potential patients.
Once you have narrowed down your search to a single influencer, it is time to draft up your agreement. Some influencers may agree to spread your message as a favor while most will want to be compensated. Make sure to outline every possible detail in your agreement so the expectations are clear. This is a business deal, regardless of the monetary exchange.
Also, make sure to check all your local and state laws regarding professional endorsements for medical practitioners as well as any professional codes of ethics you must follow.
Influencer Marketing for Your Practice
Think about your goals for your influencer campaign. Do you have a new piece of equipment that allows you to provide new services? Maybe you are hosting a summer sale for certain services?
If you’re looking to grow your audience, having them publish a testimonial about your practice could do the trick.
If you’re looking to highlight a service, ask if they would be interested in receiving the service and posting some before and after photos to their platform. Services such as teeth whitening, Invisalign, and veneers are all great to use in this scenario. These services can also be considered as compensation.
Take a Chance and Stand Out
There are an abundance of influencers all over the world and people of all age groups are consumed by social media. By utilizing influencer marketing, your practice can increase its exposure and stand out from the competition!
—Marie Dubray, Social Media Specialist, Sesame Communications