HOW TO GENERATE CREDIBILITY IN HEALTHCARE SERVICES
How the infusion of influencer marketing in your inbound marketing program can help you.
Marketing strategies are constantly evolving. Two approaches that have gained popularity in recent years are Inbound Marketing and Influencer Marketing. These techniques are highly effective in connecting with audiences more authentically and meaningfully. But how can you integrate these approaches to more effectively market healthcare services.
Inbound Marketing, what is it about?
Inbound Marketing uses a customer-centric methodology to attract, engage, convert and delight prospects and customers by creating relevant, quality and timely content. Instead of solely interrupting consumers with invasive advertising, Inbound Marketing seeks to engage them organically, offering them valuable information that meets their needs and interests at the right time. Brian Halligan, CEO of HubSpot, one of the leading Inbound Marketing platforms, mentions: "Inbound marketing is a more humane and useful way of doing business."
What is Influencer Marketing?
It involves collaborating with social media influencers with the objective to provide education and awareness of products and services. Influencers have developed a loyal and engaged audience through their common interests, experience, knowledge, or lifestyle. And these people can influence the opinions and purchase decisions of their followers, making them strategic allies for brands. According to influencer studies highlighted by Influencer Marketing Hub, "63% of companies plan to increase their influencer marketing budget in the next year".
Although, at first glance, they seem like independent Marketing strategies, the inclusion Influencer Marketing in inbound marketing can be very effective in many industries, especially healthcare services. Here are some ways influencer marketing can come together with inbound marketing to successfully promote health-related products, services, and content:
Creation of educational content:
Inbound Marketing should provide valuable and relevant content to attract the audience, including in articles, blogs, videos, and other educational resources. Collaborating with influencers in the field of health can enrich this content as well as the delivery and reach of content and engagement with the target audience. This combination makes it possible to provide reliable and quality information while reaching a broader audience.
Testimonials and recommendations:
Influencers in the field of health have great credibility with their audience. Their testimonials and recommendations can have a significant impact on consumer purchasing decisions. Brands can take advantage of this influence by incorporating influencer testimonials and guidance into their Inbound Marketing strategy. According to studies, 51% of marketers say influencer campaigns generate better leads and sales. "The Influencer Marketing industry is projected to reach $21.1 Billion in 2023," according to a survey by Marketing Hub.
Influencer Marketing in the healthcare services industry can be used effectively to promote healthcare-related products, services, and content. By combining the power of quality, compliant and relevant content with the influence of influencers, brands can reach a broader audience, build trust and credibility, and make more meaningful connections with consumers in the healthcare marketplace.
How to start? Seek good advice, make sure your content and delivery is compliant and brand-safe, be aware of the large numbers of followers, and begin to understand why the credibility of Influencer Marketing mixed with an Inbound strategy is the future of marketing.