Episode Transcript
Key Takeaways
- Influencer marketing allows others to tell your story in their own words.
- Physicians should focus on their expertise and leverage influencers for marketing.
- Peer influence is more powerful than celebrity influence in many cases.
- Influencer marketing can bypass ad blindness and build trust quickly.
- Compensation for influencers should align with their audience and impact.
Introduction to Influencer Marketing
Welcome back to another episode of Practice Perfect. Today we’re going to talk about influencer marketing. If you’re not aware of what influencer marketing is, don’t worry about it.
I’ve got probably the foremost expert on the planet on influencer marketing. His name is Joe Sinkwitz. He is a serial entrepreneur, the CEO and founder of Intel Influence, the largest social influencer platform on the planet. They’ve got the most users of anybody online.
Understanding Influencer Marketing
All right, Joe. What I want to get into today is this whole concept of influencer marketing. I’d like to get the audience to understand what it is because I’ve had situations where plastic surgeons have taken it upon themselves to do the influencer marketing. They’ve tried to become the influencer, right?
Sure. I think the easiest way to explain is influencer marketing is simply having someone else tell your story for you. And there’s quite a bit of misinformation out there on what’s an influencer, who’s an influencer, how do they work.
Types of Influence
I like to bucket them into three different groups. So we have aspirational influence, authoritative influence, and peer influence. For aspirational influence, that’s your general celebrity. That’s the Kim Kardashians of the world.
“Peer influence is actually the most powerful one. And it’s just a recognition that when you’re looking at similarities between, you know, who does what, who has what, we have more in common with our peers.”
The AIDA Model
The first one is AIDA. Just because our audience is a little bit, well, they’re physicians. A lot of them are physicians. A lot of them are business owners with med spas. But they’re not necessarily up to speed with marketing.
So I just want to quickly let everybody know what AIDA is. So when Joe refers to AIDA, it is attention, desire, and action.
Celebrity vs. Peer Influence
While it’s clearly effective, it isn’t even the most effective form of influencer marketing. Talk to us a little bit about that. Why is that? Why is the celebrity not the most effective?
“We all want what our heroes have, but we absolutely need what our peers have.”
Leveraging Influencer Content
So, what Joe is talking about here is sometimes in marketing we’ll refer to it as parasite marketing. But I don’t like that term because it can have some negative connotations in terms of how it’s done.
Certainly, Nick. So I think the easiest way to start is to think about the long format video again. So you already know that it’s a video that exists on YouTube. Well, what else comes with that?
Compensation and Value Exchange
Oh, boy. Well, it’s actually fairly complicated. You’re correct where you have to make sure that you’ve identified the right people first.
All I’m really talking about is to not lowball. If you found individuals that correctly identify either your target audience or have the ability to be in front of your target audience, pay them.
Managing Influencer Campaigns
It can be actually pretty time intensive. I mean, there’s no getting around that. Whenever you’re designing any sort of marketing campaign, there’s shortcuts you could try to take.
“If you as a physician don’t know how to bring that conversation down to the level of the purchaser, you are doing yourself a disservice.”
Conclusion
Joe, how can people get in touch with you? If people want to ask you questions, learn more about you or the platform or your book, where can they do all of that?
Sure. So intellifluence.com has links to just about everything. If they want to reach out to me personally, I answer all my own emails. It’s joe at intellifluence.com.