Each episode of this podcast begins with me asking the question, “Want Instagrammers and YouTubers to mention your brand? Or do you want to influence an audience to buy your product?” I then say this podcast is about illustrating the difference between using influencers and actually influencing.
There are few venues that underline the necessity of that approach than healthcare marketing. The short-term conversion approach to that audience is tacky. People who need healthcare now are in need of urgent care. Marketing to them then is, frankly, horrible. You have to influence people who don’t need you now to choose you someday, when they do.
That’s very different than trying to drive 1,000 sales of your thing over the weekend.
In a way, healthcare marketing is all about that long-term influence. Building a brand and ensuring people are not just aware but predisposed to choose you is an effort in influencing the way they think, not just the decisions they make.
And that is not accomplished with Instagrammers and TikTokers.
Colin Jeffries is not just a healthcare marketer, but one who knows and understands influence marketing … not influencer marketing. And he leverages influence through people who are influential in the communities and with the patients and customers he serves in very interesting ways.
Colin’s day job is as vice-president of marketing for Brightview, a comprehensive addiction treatment provider across several states in the Mid-Atlantic and Mid-West. He’s also the co-host of the Rethink Marketing Podcast.
We dove into the concept of influence marketing (without the R) and the very specific challenges in healthcare marketing that force that segment of the marketing world to have to think about people with influence, not just influencers. He threw out some brilliant concepts and ways to think about influence marketing that might just inspire you to raise your own bar.
Today’s episode is sponsored by my friends at Tagger.
They reached out to me recently and asked me to give their influencer marketing platform a try. I set up a campaign with a client project and kicked the tires. I wasn’t sure an influencer marketing platform could really impress me much anymore, but boy was I wrong.
I was so impressed, I’ve switched to using Tagger for client projects.
Here’s what got me: I didn’t do a demo or training session. I just jumped in and tried to hunt and peck my way to figure it out. Within an hour, I had a campaign set up for a client, a campaign brief loaded, five influencers invited to authorize into the platform for automatic reporting, including Instagram Stories by the way, and two customized reports for my client. One for assessing influencers, the other for measuring the campaign’s success.
The client saw that report and said, “This is what I need to show to senior leadership!” I call that a win-win!
The drag and drop customizable reports took me about five minutes each to set up. And I can either create new ones for each client campaign, or I saved the first two as templates I can plug any client into.
We’ll be talking a lot more about Tagger in the weeks to come here on Winfluence. They’ve just built a better mousetrap. So I’m in.
You can see more at jason.online/tagger.
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Winfluence – Reframing Influencer Marketing to Ignite Your Brand is available now in paperback, Kindle/eBook and audio book formats. Get it in the medium of your choice on Amazon or get a special discount on the paperback version of the book by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price. Read and learn why we’ve been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be “influence” marketing makes us smarter marketers.