Promoting your life science small and medium size enterprise (SME) in Nigeria may not bring a 100% result at the initial stage but one proven and the best way you can promote your life science SME is through influencer marketing.
Influencer marketing is a marketing strategy whereby credible individuals (influencers) who have many loyal and active followers help to promote your product or service through social media, word of mouth, recommendation or endorsement. Influencer marketing will help you establish your life science SMEs credibility which results in many conversations that drive traffic or sales.
In this blog post, we will explore how you can leverage influencer marketing to promote your life science SME in Nigeria.
1. Be clear about your Marketing Goals.
Before you proceed to choose the influencer you will involve in promoting your life science SME, you have to be clear about what you aim to achieve from the influencer marketing. Are you looking to increase brand awareness, increase brand engagement, drive sales, drive traffic to your website, generate leads, or get more subscribers to your email list?
Being clear about your marketing goals will help you identify the right influencer and measure the success of your campaign accurately.
2. Build Relationships with the right influencer.
Building an authentic relationship with the right influencer in the life science industry increases your chances of getting the influencer to promote your life science SME.
Engage with them genuinely by following them on their social media platform, leaving thoughtful comments on their post, and sharing their posts. Then reach out to them with personalized messages that demonstrate your admiration for their contributions. This strategy will easily make them promote your life science SME.
3. Identify the right influencer.
The influencer you choose for your influencer marketing will determine the success of your marketing campaign or the results you will get in your life science SME.
Look for influencers who have established an authority in the life science industry in Nigeria and influencers that resonate with your target audience. This is very important because if you use a fashion influencer you will attract the wrong target audience.
Finding the right influencers is pivotal for the success of your influencer marketing efforts. Life science influencers include scientists, researchers, medical professionals, life science brand owners in pharmaceuticals, diagnostics medical devices, biotechnology, etc, science writers, or content creators with a strong online presence and active followers.
Also consider the social media platform they utilize, such as YouTube, Instagram, Twitter, or LinkedIn.
4. Leverage User-Generated Content as part of your Influencer Marketing Strategy.
User Generated Content is a powerful way to engage your target audience and create a sense of community around your brand.
Ask influencers to promote your SME’s specific hashtags (Life Science Nigeria hashtag is #lifesciencenigeria) or challenges that encourage their followers to create content related to your life science SME.
Sharing UGC on your own social media platforms or website can boost credibility and showcase real-life experiences, further promoting your SME’s offerings.
5. Foster collaborations with Influencers.
Collaborating with influencers is vital for impactful influencer marketing. Host events together with the influencer or create collaboration content that resonates with your target audience’s pain points and interests. Ensure that the content resonates with your target audience and aligns with your brand voice. By delivering valuable and relevant content through influencers, you can build trust, credibility, and loyalty among your target audience.
6. Measure Results gotten from Influencer Marketing.
It will be a waste if you don’t measure the result gotten from your influencer marketing. To assess the success of your influencer marketing track key metrics such as engagement rates, website traffic, lead generation, and conversion rates to analyse which strategies are effective and what can be improved.
By measuring the outcomes of your influencer marketing, you can make data-driven decisions and refine your approach for future campaigns.