How To Use Influencer Marketing To Grow Your MedSpa

Patients have to be aware you exist to give you money. You can attract them from Google Ads, Google Local Search, or by posting compelling content on social media. All three of those are viable channels you should consider for your business, but there’s another underutilized marketing tactic we’re talking about today—influencer marketing. 

We’ll walk you through what influencer marketing is, the benefits of influencer marketing, and the steps to get you started in this article. 

What Is Influencer Marketing? 

Do you think it would benefit your business if you had a celebrity pushing your MedSpa to their thousands, tens of thousands, or even hundreds of thousands of followers? We’ll answer that for you, yes it would. A celebrity for hire (or, a micro celebrity) is exactly what you’re getting with influencer marketing. 

Influencer marketing is a form of marketing where a brand partners with someone who has a large following on social media to promote their products or services. In this case, we’d partner with the influencer to promote our MedSpa and the services we provide. Influencers use their social presence to promote the brand’s products, services, or social channels through various forms of content such as sponsored posts, videos, and stories. 

The goal is to use the influence this person has with their audience to drive awareness, followers, and boatloads of sales to your practice. 

What Are The Benefits of Influencer Marketing? 

Influencer marketing is the talk of the marketing world for good reason. The primary benefit is attracting new patients and increasing revenue. Outside of that obvious benefit, influencer marketing comes with several others including: 

• Awareness: Like we said at the opening of the article, patients can’t buy if they don’t know you exist. Partnering with someone who has a large audience provides instant awareness.
• Immediate Gratification: Speaking of instant awareness, influencer marketing doesn’t take weeks or months to determine if it works. You know immediately whether your marketing is delivering results. 
• Trust: Influencers have built up a following due to their credibility and trust with their audience. When they promote your brand, some of this credibility and trust rubs off on you. 
• Reach The Right People: Influencers put out specific types of content so they attract specific types of people. You just have to find a partner with the audience you want to reach. 
• Authenticity: If done well, influencer-generated content is often seen as more authentic and trustworthy compared to traditional advertising. 
• Measurable results: Influencer marketing provides the ability to measure the success of campaigns through metrics such as engagement rates, website traffic, social followers, and sales.
• $$$$: Influencer marketing is often more cost-effective than traditional forms of advertising. Some partners will even work with you purely on a results basis (commission). 

Steps To Get Started With Influencer Marketing 

You know what it is and the benefits, now it’s time to learn how to get rolling. Here are the steps to get started with influencer marketing: 

1. Research & Identify The Right Influencers: The success of your campaign hinges on this step. Find influencers who have the audience you want to reach. For a medspa, this needs to be a heavily local audience. You also want to research the influencer to see if they do numerous partnerships and get an idea of what their engagement is like on posts. Don’t just look at their follower numbers!!! This can be deceiving. Dig into their account and see if real people in your area are interacting with their posts. 
2. Make Contact: Don’t reach out immediately. Start by interacting with their feed and making your brand visible to them. Once you’ve spent a couple weeks doing this, contact the influencer to introduce your brand and ask if they would be interested in working with you. 
3. Define the partnership: Agree on the details of the partnership, such as the type of content to be produced, compensation, and the length of the partnership. Be clear and detailed on what the deliverables are and how (and when) the influencer will be compensated. Include any commission details and specify their unique discount code if applicable. The goal is to eliminate grey area to maintain a healthy relationship. 
4. Campaign Activation: Bring the influencer in to experience your medspa and capture content. Supply them with assets like product samples, images, or branding guidelines to help them create content that fits with the brand. It’s crucial to give them a first class experience they can share with their audience (even if you are paying them to do so). 
5. Track Results: This is where having a unique code associated with the influencer can be handy. This allows you to see exactly how many discount code redemptions there are for each influencer. However, don’t only depend on codes, you can use social media and website analytics as well. 

Important Disclaimer about Influencer Marketing 

Influencer marketing involves working with people who have colorful personalities. That’s why people follow them on social media in the first place. Just realize that this can also come with some challenges when you’re partnering with these influencers for your marketing. We like to say that you should expect a 25-50% hit rate with influencer marketing efforts. Not every campaign is going to be a raving success, but if you do find the right fit it can be a game changer for your business. 

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If you liked this and want more actionable tips to help you build a safer and more profitable practice, you’ll love The Weekly Filler.