The Beginner’s Guide to Influencer Marketing
Social media is in a constant state of movement; it’s a conveyor belt of new developments and trends that may (or may not) establish a lasting presence for themselves alongside the competition. And as our clients see these shifts happen, they want to know, “Is it really worth it this time?”
Re: Influencer marketing 👉 This could be an untapped opportunity for your medical aesthetic practice or device manufacturing company. In fact, Forbes reports that “influencer marketing content delivers 11X better ROI than other more traditional marketing tactics.” What works for one business won’t always work for another, but influencer marketing definitely presents some high-return pros that make it worth the consideration.
For one, having a face behind your brand is HUGE for both recognition and credibility. From a consumer’s perspective, influencers are often seen as more relatable, so hearing them rave about their experience at your practice can finally result in more patients on the books. On the other end of the spectrum, if a well-respected industry professional explains why they trust your device in their practice, that alone could generate record-breaking sales.
Influencer marketing doesn’t have to be as big of a partnership as Jamie Lee Curtis with Activia in order to be successful (though, a great and early example of the benefits of influencer marketing). Many businesses choose to work with smaller creators—and for more reasons than just the low ad spend. According to HubSpot’s 2023 Social Media Marketing Report, small-scale influencers can easily contribute more value to your brand.
Pricing per influencer can vary depending on a number of measurable and immeasurable factors, determined by everything from follower count, engagement rate, the number/type of posts, to even star power. Allegedly, there’s an unspoken baseline formula for influencer pricing:
1) Engagement rate per post + Extras for type of post (x # of posts) + Additional factors
2) $100 per 10,000 followers + Extras for type of post (x # of posts) + Additional factors
So influencers can certainly be pricey, and they may even be difficult to work with as you’re working around their schedule to promote your products and services. An incentive clause can be a great way to get the quality content you’re looking for on time, or you might even consider payment in the form of bartering. For each post, influencers receive free treatments or goods—a sort of reverse psychology to get them to genuinely love what your company offers! 😉
Our final thoughts? 💭 MeyCo Marketing founder and CEO Catherine White says “influencer marketing is only going to grow as we spend more and more time on our phones! We have seen an incredible increase in buying power with brands and providers who partner with influencers, especially for the younger millennials and Gen Z groups.”
“The time is now to start considering the right partnerships for your business!”
