Social influencers are coming to health and medical—it’s a reality. And with the rise of millennials as informed health consumers, we set out to find out more at Twin Cities Startup Week’s event How to Leverage Influencers to Build Your Brand, sponsored by Lola Red PR.
- Get real about the end goal.
Influencer marketing is about brand awareness. If you’re looking for a tactic that will give you dollar-to-dollar ROI, it’s rare that an influencer approach is going to satisfy those needs. Page views are easy to track, but connecting those to sales is not.
- Get clear about your brand.
Start by being absolutely clear about what’s most important to your brand. Your ideal influencers need to share those values.
- Bigger isn’t always better.
Micro-influencers have fewer than 10,000 followers. But that shouldn’t count them out. They may have smaller followings, but they have a more engaged following. In a world where followings can be bought, micro-influencers are not to be underestimated, especially in health marketing where authenticity is key.
- Find the middle ground.
When you’re approaching influencers, find the sweet spot between your needs and their needs. Lead with where those two things seamlessly blend to jumpstart effective collaboration.
- Let go.
Respect their creativity and let them figure out how to best plug in. It will lead to more authentic content. Consider this a collaboration with a partner who best knows this particular audience, and defer to them on times to post. Remember, they know their audiences best.