Open to Influence(rs)? Start with Brand Values Alignment
Has your organization tapped into the power of influencer marketing? Ogilvy called it last year - Influencer marketing is a prominent and effective strategy for generating sales-qualified leads and driving growth in life plan communities, rental independent living and assisted living, dedicated memory care communities, and skilled nursing facilities.
1. Identifying the Right Influencers
To harness the power of influencer marketing, start by identifying influencers who align with your brand values, target audience, and industry. Look for influencers with engaged and relevant followings, considering factors such as content quality, engagement rates, authenticity, and audience demographics. Utilize social media listening platforms, influencer databases, and analytics tools to find the perfect fit for your campaigns.
2. Building Authentic Relationships
Approach influencer collaborations as long-term partnerships rather than one-off transactions. Build authentic relationships by engaging with influencers' content, providing value, and showing genuine interest in their work. This approach establishes trust and a strong foundation for long-lasting collaborations. Personalize your outreach, clearly communicating your brand's values, campaign goals, and expectations.
3. Co-Creating Compelling Content
Collaborate with influencers to co-create content that aligns with your brand and resonates with their audience. Grant influencers creative freedom to showcase your products or services in an authentic and engaging way. This approach ensures the content feels genuine and natural, leading to higher engagement and trust from the audience.
4. Leveraging Different Types of Influencers
Diversify your reach and impact by working with different types of influencers. Macro-influencers with larger followings can help create broad awareness, while micro-influencers with smaller but highly engaged audiences can drive targeted and niche-specific results. Additionally, consider industry experts, thought leaders, and brand advocates who can lend credibility and authenticity to your campaigns.
5. Tracking and Measuring Results
Implement tracking mechanisms to measure the impact and effectiveness of your influencer marketing campaigns. Use trackable links or dedicated landing pages to monitor traffic, conversions, and sales generated by influencers. Analyze key metrics such as reach, engagement, click-through rates, and sentiment to evaluate the success of your collaborations and inform future strategies.
6. Compliance and Disclosure
Ensure compliance with relevant advertising regulations and guidelines when working with influencers. Familiarize yourself with disclosure requirements, such as clearly indicating sponsored content or partnerships. Maintaining transparency in your collaborations upholds trust with the audience and avoids any legal or ethical issues.
7. Long-Term Partnerships and Ambassador Programs
Consider establishing long-term partnerships with influencers who genuinely resonate with your brand. Long-term collaborations allow influencers to develop a deeper understanding of your products or services, resulting in more authentic and impactful content. Additionally, create ambassador programs where influencers become brand advocates, regularly promoting your offerings and engaging with their audience over an extended period.
Is it coming together now? The key takeaway here for senior living marketers is that influencer marketing provides a powerful way to leverage the reach, credibility, and authenticity of influencers to connect with your target audience. At ADage Marketing Group, our professional, knowledgeable, and empathetic team understands the unique challenges and needs of the senior living industry. We offer a comprehensive range of services, including market research, brand development, website development, video production, and digital marketing, to propel your brand forward.