Blogger at gunpoint: how to collaborate with influencers

Bloggers or social media influencers, as they are now more commonly known, have become an integral part of marketing strategies.

According to 2018 statistics, 83% of the adult population is now actively using social media, the main ones being Facebook, YouTube, Twitter and Instagram. The data also shows that 23% of consumers will prefer the product or service recommended by the blogger.

On estet-portal.com, read how to effectively promote the services of an aesthetic medicine specialist or clinic on social networks with the help of bloggers.

Who are opinion leaders and why it is profitable to work with them

Influencers in social networks — these are people who have a reputation as an expert in a certain & nbsp; areas because they regularly write about a particular topic. They can influence the opinions of their followers because the people who follow them trust them and respect their opinions.

The average influencer engagement rate (the proportion of their followers responding to content, such as by clicking on a link or a post they like) is 5.7% compared to 2-3% for brands on Instagram.

Thus, working with influencers is now central. This also applies to the services of a specialist in aesthetic medicine. The audience trusts more the doctor recommended by the opinion leader they know.

While ROI is hard to measure, company reports show that the return is 8 times higher than the cost of blogger services.

Of course, no one is safe from scammers, and there are bloggers with fake "cheated" subscribers. Appeal to such a pseudo-influencer can be detrimental to the doctor or clinic. However, to calculate such a villain is quite simple — before contacting a blogger, you need to watch how he advertises other products and services, and then offer cooperation.

Number of patient reviews: what it affects and how to increase it

Does your brand need a blogger

Whether bloggers are suitable for advertising you as a doctor, or for advertising a clinic, it is easy to determine — you need to analyze your target audience:

•    how old are these people;

•    how involved they are in social networks;

•    and most importantly, what format of communication they prefer.

One of the most effective platforms to influence the younger generation under 30 is  Instagram. However, aesthetic medicine specialists are more often visited by patients over 30, so we should not forget about promotion on Facebook.

How to find the right blogger? You need to find that person who has shown himself to be an expert in the field of caring for his face and body. You need to monitor social networks and monitor the interaction of the influencer and his followers.

It is also very important to identify hashtags and topics that are of key importance to you as a specialist or to your clinic, and to find out who is already working in this field. Make sure the person you plan to partner with is genuine, contact them via the appropriate social media platform or email - many of them will list the address in the contact section of their profile.

Read the latest articles in Telegram

Terms of cooperation with bloggers

When choosing who to contact, you also need to keep your budget in mind. As a rule, the more subscribers a person has, the higher the cost of his services will be.

The price will vary greatly depending on what it is about and the type of project you have in mind. For example, a one-time post about your services will cost less than a blog before and after treatment. Your deal may also include other elements, such as offering the influencer free or discounted treatments that you want the blogger to write about.

Alena Kotlyar: Successful Marketing Strategies and Goals

How to make working with an influencer as productive as possible

If you have found the right person, you will probably build a long-term relationship with him. As a rule, all your work with an influencer should be aimed at increasing brand awareness and understanding, and not at stimulating sales of individual products. Subscribers turn to these accounts for advice and knowledge, not for intrusive advertising.

When all this is done, give the blogger some creative freedom by briefly stating your wishes.

According to research, nearly 40% of influencers say that content restrictions are one of the biggest mistakes brands make when dealing with them.

Restrictions prevent bloggers from successfully integrating posts with their own content and presenting them in their own style. This inaccuracy will annoy their subscribers, and is not good for either the blogger or the  brand.

If your target audience is active on social media, it's worth taking the time to dedicate your marketing budget to working with bloggers. Focus your efforts on finding the right influencer for you and your brand, and take the time to develop those relationships.

Make sure all paid posts related to your brand are clearly labeled as such. Establish professional relationships right from the start, and let bloggers get creative. They are experts in their field, so mutual trust is very important. Working together can bring wonderful fruitful results.

What is the difference between medical marketing and classical marketing