Long gone are the days when a significant public following could only be achieved by being in a film or playing for one of the top four teams in the English Premiership. Today, the more relatable a person is, the more likely they are to inspire, lead and even manipulate the decisions of their ‘followers’. It’s not breaking news that some of the most followed people in the country have found fame through an online presence which simply shows them, well, being themselves on social media. Granted, they share a few top tips along the way but it’s usually nothing revolutionary.

Marketers around the world have picked up on the power of these influencers, yet the majority of the UK dental industry appears to be turning a blind eye, but why?

In America, Invisalign has partnered up with a popular Beauty Vlogger (video blogger) who documents her Invisalign experience on her YouTube Channel. There will, of course, be an incentive for the beauty vlogger, but with over 250k subscribers, you can be sure her followers will hear all about Invisalign. What’s more, local followers will then seek that specific treatment because “if it’s good enough for Samantha, it’s good enough for me”.

If you’re struggling to place these people, think back to your school days. Remember the ‘cool kids’ that would have the latest backpacks? Remember how much you wanted one of those backpacks just because they had one? It’s exactly the same concept, influencers are those cool kids, but on a much larger scale. They are the modern-day celebrities that everyone wants to be friends with or be likened to.

If you’re not convinced that they’re worth investing in, then here are a few statistics which may change your mind:

• 81% of people said they are influenced by what their friends share on social media.
• 49% of consumers rely on influencers when looking for product recommendations.
• 81% of marketers who have used influencer marketing judged it to be effective.

I’m sure you’ll agree that these are pretty impressive statistics. But, why does influencer marketing work?

Influencer marketing draws upon the old saying that “people buy from people” which means they purchase goods from people they can relate to or build an emotional connection with. Looking at these statistics, it’s clear to see that there’s some truth in this.

Sainsbury’s recently covered all bases with their launch of ‘Squaffles’ (Butternut Squash Waffles), collaborating with a number of food bloggers of all ages to create very tasty, yet simple recipes. This instantly put the product on the ‘foodies’ must have list, job done! In fact, in 2016, 84% of marketers said influencers would play a part in their marketing strategy in 2017.

To many, influencer marketing may seem almost identical to celebrity endorsement and in all honesty, it’s not that far from it. I’d even go as far as to say that these influencers are the modern-day celebrities. But the difference between the celebrity endorsements and influencer marketing is that Celebrity endorsement is often the celebrity appearing in an advert or photo directly plugging said product – in short, it’s normally pretty obvious (for example Mo Farah promoting Quorn).

Influencer marketing, in regards to bloggers and vloggers, comes in many forms including product reviews and product appearances in visual content. Their impact can be on par with some of the country’s top athletes, yet can often be partnered with for a cost that is much lower. However, it’s important to collaborate rather than demand when laying out your plans for an influencer campaign. Because the content is in the influencer’s particular style/tone of voice, it automatically appears more genuine to the target audience, even when it includes “#spon” or a similar disclaimer at the bottom of the post.

It sounds pretty straightforward but it must be done correctly in order to have a positive effect. You must ensure that the influencer is a good match for your target audience. There’s no point using a young beauty blogger to promote your dental practice if you’re trying to bring more dental implant cases to the practice. Instead, pick a retired-age blogger, perhaps one who has found a new lease of life since she finished work and is exploring new ways to live life to the full; her fellow retirees will be interested to hear how she’s able to laugh and eat out with confidence again thanks to dental implants.

The key to success with influencer marketing? Collaboration. If the fit isn’t right, this is impossible. Take the time to get to know your bloggers/ vloggers before offering them an opportunity. Plan it carefully and your chosen influencers could position you as the go-to dental practice for a specific treatment and what’s better, they’ll be talking directly to your target audience.

If you would like to find out how influencer marketing could boost your new patient numbers, contact us on 01872 300232 or email us at hello@hivebusiness.co.uk.