In the ever-changing world of health and wellness marketing, influencer campaigns are now a big deal. To make sure your influencer marketing strategy is on point and consumer-friendly, follow these six easy steps. They’ll help you navigate the sometimes tricky path of health and wellness influencer marketing and set you up for a successful campaign.
So, here’s the lowdown on how to approach influencer marketing with a focus on your audience:
Step 1: Dive into Market Research
Before diving headfirst into your influencer campaign, it’s essential to figure out where your brand fits in. Take your time to do some market research. This will help you identify gaps in the industry and find a niche that’s not overly saturated but holds potential. Here are some hot niches in the health and wellness sector:
- Nutrition
- Weight loss
- Diabetes
- Anti-aging
- Arthritis
- Hair loss
- Skincare
- Reproductive health
Step 2: Create a Buyer Persona
Now that you’ve narrowed down your niche, it’s time to define your target audience. Think about who’s likely to use your products. Consider their lifestyle, their understanding of health and wellness, their stress levels, any health conditions, their involvement in sports or other activities, and who they follow in the wellness space. Combining this information with demographics will help you create a detailed buyer persona. This persona will give you valuable insights into your audience’s needs, making your product marketing more effective.
In addition to secondary research, consider conducting user interviews and focus groups to understand what consumers want and why they might be dissatisfied with existing health and wellness brands. Keep notes from these interactions in mind when shortlisting influencers to approach.
Step 3: Define Your Goals
Setting goals for your influencer marketing campaign is a must. Without clear objectives, it’s like driving without a destination. Here are four common goals to aim for:
- Increase engagement on social media accounts
- Enhance brand awareness and image
- Drive conversions
- Gain customer insight and data
For instance, if your main goal is to improve social media engagement, your goals could include attracting 800 followers in 60 days with paid partnership posts on Instagram, increasing the engagement rate by 5% on all social media channels over three months, and tripling the number of Twitter followers within 120 days. Don’t forget to choose key performance indicators (KPIs) to track your progress.
Step 4: Choose the Right Channels
The platforms you choose will influence which influencers you partner with. Depending on your niche and goals, pick a distribution channel. If you’re looking to build a fitness community, platforms like Discord can be a great choice. For brand awareness, consider platforms like Instagram or Facebook, where you can reach users through sponsored posts and paid partnerships.
Step 5: Understand Legal Guidelines
Health and wellness brands must ensure their content adheres to legal guidelines, especially when so many people turn to social media for medical and health information. Make sure your information is accurate and from credible sources. In some countries, influencers can face legal issues if they don’t clearly disclose paid promotions. Be aware of consumer acts, new regulations, and legalities to stay on the right side of the law.
When working with influencers, ensure you cover important legal aspects in your influencer contract.
Step 6: Create an Influencer Marketing Brief
Don’t leave your influencers in the dark. Create a campaign brief to set expectations, communicate your goals and KPIs, and outline the scope of work, responsibilities, and payment details. This will ensure everyone is on the same page.
With your influencer marketing brief, include details like a timeline, budget, company overview, content guidelines, key objectives, distribution channels, campaign reporting requirements, and payment information.
Finding the Perfect Wellness Influencer for Your Brand
To drive sales with your influencer marketing campaign in the Philippines, you need to be selective about your partnerships. Choose influencers who resonate with your brand’s values and promote a healthy, attainable lifestyle. Analyze the content they create and consider their authenticity, engagement, and post quality.
When considering influencers, it’s crucial to analyze the content they create. Are they aligned with your brand values? Do they promote a healthy, attainable, and sustainable lifestyle that can inspire their viewers? Asking these questions will help you refine your list of potential influencers to approach.
After you’ve compiled your list of potential influencers, follow these two essential steps to pinpoint the perfect fit:
Step 1: Scrutinize Every Aspect of the Influencer’s Social Media Presence
Reach out to influencers with a strong presence in the health and wellness space. While the number of followers is important, their engagement and the quality of their posts carry more weight. Don’t limit yourself to a single social media platform. Examine all the platforms they’re active on and assess their impact across each one.
Step 2: Verify Authenticity
In today’s digital landscape, it’s easier than ever to purchase followers. Consequently, it’s crucial to exercise caution and ensure that the influencer you partner with maintains an engaged audience. Always prioritize engagement over follower count. This is why many brands prefer collaborating with micro-influencers. Here are three key factors to consider when assessing authenticity:
- Follower Ratio: Genuine influencers don’t follow an excessive number of accounts. They typically curate their feeds, connecting with other influential creators in their industry and maintaining connections with friends and family.
- Experience: When did the influencer start creating content? If an account is relatively new but boasts a large follower count, it may indicate a fraudulent profile.
- Quality of Content: High-quality content is a must. While some early posts may not meet the standard, most influencers gradually improve and produce exceptional content.
By thoroughly examining these factors, you’ll be well-equipped to select the ideal influencers for your influencer marketing campaign.
Final PopStar Tip
Finding the right wellness influencer for your brand in the Philippines isn’t just about getting traction; it’s about getting the right traction. By carefully selecting influencers who align with your brand values and authenticity, you can supercharge your influencer marketing efforts and enhance your brand’s recognition.
Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help your influencer marketing here in the Philippines.