How to Find Local Micro-Influencers to Grow Your Eye Care Practice

Notes for the Clubhouse room masterclass called “How to Find Local Micro-Influencers to Grow Your Eye Care Practice”

Presented and moderated by Dr. Sandi Eveleth & Dr. Darryl Glover, Jr. on February 21, 2021. These notes were created prior to the meeting.

What Is [and Why Choose] a Micro-Influencer?

1. 10,000 to 100,000 followers that have strong engagement
2. Higher engagement rates leading to higher sales
3. More affordable – $100 to $250/10k followers
4. More choices – Easier to find since more of them
5. More authentic and relatable

How Find Local Micro-Influencers?

1. Look Who’s Talking
   • Look at who’s talking about your practice online and giving you rave reviews… check them out on social media and see if they are MIs in your town/city
   • Do a little research on other “raving-fan” patients in your town/city and see if they are MIs
2. Get on Air
   • Find out if you have any local podcasters in town and pitch them to be interviewed by them
   • Do the same for radio stations because, believe it or not, radio is still a thing!
   • When people hear you “in their ears,” there’s a personal connection that ensues
3. Look Who’s Writing
   • Find out who your local fashion bloggers are (or other bloggers that makes sense for your ideal patient)
   • Reach out to them and find out if they would interview you or allow you to be a guest blogger
4. Look Who’s Reporting
   • Try to get your local media database – you can sometimes receive this from your local or state public relations organizations, or you can hire a local PR firm
   • Find out which reporters write about healthcare issues
   • Send out press releases (or hire a PR firm to do this) of your specialties and their benefits to your patients and prospective patients
   • Follow up with each reporter and make it easy for them to choose your story
5. Research Local Hashtags…
   • That make sense to your ideal prospects
   • Spend time checking out the different accounts to make sure the MIs would make sense for your practice
6. Check Out the Various Influencer Platforms
   • If you’re unable to find any influencers using the previous methods, you can check out some of the influencer platforms available
   • Here’s a site where you can find a list of them: Influencer Marketing Hub – Top Influencer Platforms

Other Great Tips from the Clubhouse Room

• Bring the podcasters, bloggers, and journalists INTO your office to interview you there
  • I especially LOVE this tip from Dr. Darryl Glover, Jr. – it quickly establishes you as the eye care expert in your community, they are made aware of your COVID-19 safety protocols, they discover first-hand about your products and services as well as your specialties and high-tech equipment.
  • Shoot behind-the-scenes images and videos to use on social media
  • Invite the podcasters, bloggers, and journalists to take images and videos to share on social media
• Have an open house event at your office with all the local thought-leaders and leaders in your community for the same reason as above
• Join local networking groups and assume leadership positions (vs. just becoming members)
  • Chambers of Commerce
  • Business Networking International (BNI)
  • Local business networking groups
• Always Geotag your social media posts to be found in local social media search results and search engine results pages (SERPs)

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Access the Clubhouse Notes

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How to Find a Micro-influencer

Here’s the video of Clubhouse Notes

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