Once you’ve selected the right influencers, the next step is to structure your collaboration in a way that benefits both parties. Here’s how to create a win-win partnership
Set Clear Expectations
Before the campaign begins, ensure that both you and the influencer have a mutual understanding of expectations. This includes deliverables, timelines, compensation, and the overall goals of the campaign. For example, you might agree that the influencer will create three Instagram posts, one video, and a story featuring your services over the course of a month.
Discuss the following
Content type: What kind of content will be produced (e.g., posts, stories, videos)?
Brand guidelines: How should the influencer represent your practice (e.g., tone, visual style, key messages)?
Compensation: Will the influencer be paid, offered free treatment, or receive other perks in exchange for their promotion?
Measurement of success: What KPIs (key performance indicators) will be used to track the campaign’s success (e.g., appointment bookings, social media engagement)?
Offer Incentives for Engagement
To encourage influencers to put their best foot forward, offer incentives for achieving certain goals. For example, you could offer a bonus if a specific number of followers book a consultation or if a campaign generates a certain level of engagement. Alternatively, offering free orthodontic treatment or exclusive discounts to the influencer’s followers can also incentivize them to create more engaging content.
Encourage Creativity and Authenticity
While it’s essential to provide influencers with the necessary information about your practice and services, it’s also important to let them be creative. Influencers know their audience best, so giving them the freedom to create content in a style that resonates with their followers can lead to more authentic and effective results.
For example, instead of scripting a post, encourage influencers to share their genuine experiences with your practice. An influencer might post about their first consultation experience, their thoughts on the treatment process, or how Invisalign has impacted their daily life—all presented in their unique voice.
Cross-Promote the Content
To extend the reach of your influencer campaign, cross-promote the content across both the influencer’s and your practice’s social media channels. Share their posts or tag them in your stories, and encourage them to do the same for your posts. This creates a ripple effect, increasing the chances of reaching even more potential patients.