Getting interviewed by a local micro-influencer can do wonders for your eye care practice…
You must realize by now that I’m a HUGE fan of having you be known as The Eye Care Expert in your town or city. Many of the blog posts you’ll see here and affiliate products I recommend (just take a look at the sidebar and you’ll see one of my favorites, Expert Secrets) have to do with discovering how to promote and set yourself apart as the Go-To Eye Expert in your community.
One of the easiest ways to do this is to find a community micro-influencer, whether it’s a journalist, a podcast host, or a Facebook Live celebrity, and have them interview about your (sub)specialty.
Here are some tips on finding the right micro-influencer, how to get them to interview you, preparing for the interview, and a few other strategies.
- A micro-influencer is someone who has an engaged following of at least 10,000 to at most 100,000 followers. The important issue is that they are engaged and engaging, that their posts are getting lots of thoughtful comments, and that they are responding to these comments.
- Make sure that the micro-influencers’ audiences and communities are ALSO your ideal patient avatars and that your information would make sense for them.
- You can find the right-fit micro-influencers by several methods. Stay tuned for an article I’ll be posting shortly to go in-depth on finding your ideal micro-influencers.
- When you reach out to them, make sure you tell them concisely the following:
- how you found them and let them know why you enjoy their show, podcast, etc. (the more specific, the better!),
- how you’ll benefit their audiences and communities,
- 3-5 topics you speak on in a bulleted, clear list,
- what your audio and video set up is (to demonstrate your professionalism in preparing for the interview and make sure you sound and look good), and
- how they can contact you.
- Send them a 1-pager speaker/media sheet that includes your contact information, your concise speaking topics, your social media links, your website, and a headshot they can use (you’ll want to email them the same headshot as a high-res version).
- Give the interviewer any graphics they request as quickly as possible, as well as respond to them with any questions or requests they may have.
- Prepare for the interview ahead of time. You’ll be surprised how important your audio and video are to elevate the quality of the interview. I made this mistake recently when I forgot to turn a light on in the room I was in. As the natural light went away, so did my face! Consider investing in a decent microphone that attaches to your computer (this is the newer version of the one I use now) and be sure to wear headphones to avoid feedback that may happen (you can use Bluetooth headphones so that they are not obtrusive).
- Make sure to market, market, market the heck out of your future interview!
- Ask the interviewer if they have specific graphics they’ll be creating to market the interview that you can also use. Otherwise, make sure to create some professional-looking graphics that you can post on social media, your website, and send in your eye care newsletters or other communications. Canva is a great platform to create these types of graphics.
- Find out how your micro-influencer will be marketing your interview – this is one of the most important reasons for choosing to be interviewed by micro-influencers. As you can see from the graphic below, a micro-influencer in our own industry, Dr. Darryl Glover, Jr., has a wonderful podcast and blog at Defocus Media that I’ve had the pleasure of speaking on, so we made sure to promote it on both of our social media platforms. This one is from Linkedin.
By the way, if you’d like to see this interview, please check it out here…
Dr. Glover and I also co-moderate an Eye Care Marketing room on Clubhouse and make sure to promote it on our social media platforms regularly:
🔶 If you need help showing off your expertise or becoming THE eye care expert in your community with online interviews, or any other topic to grow your practice, please schedule your one-to-one consultation hour with me here.
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