Is Partnering with Influencers Right for Your Practice?
Is partnering with influencers right for your practice to drive sales, bookings, and follower numbers? Let’s take a closer look at influencer marketing and how you can use it to help your business.
What Is an Influencer?
A social media influencer is someone with a dedicated online following. They’re usually considered to be entertaining, relatable, or an expert. Their audience sees them as someone they can trust, and they listen to what they have to say and their recommendations.
It’s not necessarily about them having millions of followers, either. You can have local influencers, micro-influencers who have really close engagement with their followers, or celebrity influencers (i.e., those who were famous first).
What’s Influencer Marketing?
Influencer marketing is a type of social media marketing that uses product mentions, endorsements, and testimonials from an influencer. It’s been predicted that brands will spend as much as $15 billion a year on influencer marketing in 2022.
Partnering with influencers can help you build trust with a ready-made audience, get your brand out there, and help you to create content that you can use to promote your brand.
Choosing the Right Influencer
One of the most important things to think about when you’re working with an influencer is to choose the right influencer. As we mentioned earlier, this doesn’t necessarily mean choosing someone who has millions of followers around the world (especially if your practice has a local clientele).
Choosing the wrong influencer can make it feel inauthentic to the audience and is unlikely to give you the results you’re looking for.
Someone with a few thousand engaged followers, who resonates with your target audience, is much more likely to get the results you’re looking for. Take the time to do some research on the person you want to approach; putting in the work now will save you from disappointment later.
Here are some tips for choosing your influencer:
- Think about what your clients like and what they’re interested in—does this match with the influencer you have in mind? Ask your clients who and what they follow online, too.
- Take a look at what you want to get out of working with an influencer and look at what type of influencer is going to help you to achieve this—is it more bookings? Product sales? PR opportunities?
- Have a budget in mind—some influencers will accept services or products as payment, some will want to be paid, and others may want both. Have an idea of what’s within your means and what’s worth it for you.
Reach out to them over social media in a friendly way and just let them know you think they’d be a great fit for a project you have in mind. Remember, some of the bigger influencers may have management agencies that you need to contact rather than reaching out directly.
Working with an Influencer
You’ve done your research, you’ve found the perfect influencer, you’ve reached out, and you’re ready to go. Now what?
One of the best things to do is set up a really clear brief for the influencer of what they need to do and when they need to do it. You can leave some space for creativity, but it’s always best to get a mutual understanding of what the outcome needs to be, especially if it’s something that’s time-specific. It’s important that you and the influencer both meet the brief—if you need to provide them with something or some information, make sure they get it.
After you’ve worked together, make sure you iron out anything like payments, future collaborations, or sharing their content to keep working relationships warm. It’s also a great idea to review the outcome of working with that influencer—did product sales increase? Did you get more bookings? Did your social media followers double?
Partnering with influencers can be a great way to get your product out there; reach new audiences; and drive sales, bookings, and appointments. You need to ensure that you work with the right influencer and have the right tools in place to make the partnership a lucrative one.
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