Today, everyone has the opportunity to become a content creator thanks to the accessibility of a free account and/or cheap publishing platforms like YouTube, Twitter, Facebook, Spotify, and many others. Most of these online spaces are free and that appeals to people who want to publish their own content.
These platforms are also easy to use, and you don’t need to already be an expert before you can share your content. For instance, you don’t need to be a professional podcaster to generate a following and build a career in this creator economy. In fact, many podcasters have no experience in radio, television, or any other broadcasting arena. They simply buy a microphone and if people like what they have to say, they generate followers quickly.
The creator economy opened the door for everyday people to build audiences around their ideas, humor, expertise, and personal stories. Some earn through ad revenue, platform payouts, paid subscriptions, premium content, online courses, speaking engagements, and brand partnerships. Others turn content creation into a full business model with several revenue streams spread across multiple channels.
What does this mean for your business? Well, there’s an opportunity here to tap into this creator economy to reach new audiences, generate more leads, sales, and build your brand by reaching an influencer’s audience. Imagine being able to put your product or service in front of tens of thousands of targeted people without having to source them yourself. When you partner with influencers, that’s exactly the kind of opportunity you get.
A thoughtful creator partnership can help a small business get in front of the right people faster, drive engagement, improve conversion rates, and generate measurable results without burning through a massive ad budget. Better yet, it can feel far more personal than traditional advertising because creators often have deeper connections with their followers than brands do.
Some creators don’t have enough fans to make it worth your while, but many have large, loyal followings and sometimes one partnership is all you need to get a good flow of leads and sales. When you partner with a creator who has a strong influence in their niche, you can benefit without having to do any groundwork. All you need to do is come to the table with a generous, irresistible offer.
How much time do you spend crafting ads that hardly get a response? How much money have you wasted buying advertising spots that generate such a low return you wonder if it’s even worth doing again?
Advertising is a numbers game, but it doesn’t have to be a major challenge. By pursuing opportunities with influencers, you’ll be able to reach a more targeted market without much effort. It’s not a replacement for your other advertising opportunities, but it can be an excellent supplement.
The best creators are powerful partners because they know how to tell stories in a way that makes people care. Their audience listens to them, replies to them, and buys from them because the relationship feels real. Whether someone follows a YouTube star with millions of fans or one of their favorite creators with a smaller but loyal community, the effect is similar. People pay attention when they hear a creator's recommendation from someone they already like.
That’s especially true in social commerce, where people discover products, ask questions, watch demos, and buy without ever leaving the platform. Social commerce keeps shortening the distance between interest and action. A creator mentions a product, shows how they use it, answers a few comments, and suddenly followers are clicking through. Social commerce works because it feels like guidance, not a hard sell. Social commerce also gives brands a more cost effective way to reach shoppers when compared to broad ad targeting. And as social commerce keeps growing, businesses that ignore creators will miss out on shoppers who already expect to buy directly from content.
Working with influencers has the potential to help you:
If you’ve been looking for more ways to grow your business and expand your reach, keep reading because in this article, you’ll learn best practices you can apply to generate conversions by partnering with creators.
As with any marketing or advertising strategy, the first thing you need to do is identify potential creators for a partnership. When it comes to influencers, there’s a big pool to choose from. Some are experienced and well-seasoned, while others are still rookies in the content creator arena. You’ll probably find your target, relevant audience within both of these groups, but experienced creators will bring you bigger results simply because they have more followers and a stronger influence over them.
The toughest part is choosing your partnerships. You need to make sure you engage the right people, especially since you’re choosing creators to carry your brand identity and vision forward to the masses.
If you’re looking for influencers on Instagram, find people who have a decent following with numbers that tend to rise rather than decrease, even if their total number of followers isn’t huge. Pay close attention to small-scale Instagram influencers because they tend to have a stronger bond with their audience, which generates more engagement.
That means looking past follower count and asking better questions. Do they speak to the kind of people you want to reach? Do they have smaller audiences that are highly engaged? Do they create content that feels honest, useful, and consistent?
You want partnerships with people who are consistent, great with people, and treat their audience well. You will be associated with the influencers you work with, and if you choose people who have a reputation for being disrespectful or rude, your plan might backfire.
Be cautious about partnering with controversial influencers who have a habit of dismissing, angering, or alienating a group of people in a negative manner in order to build up their platform. They might be profitable, but it could cost you your reputation.
It’s one thing to have strong opinions (there’s nothing wrong with that), but you don’t want your brand associated with creators who thrive on putting others down. Look through comments and older videos to get an idea of how each content creator relates to their audience before making the decision to reach out.
That’s why micro creators deserve serious attention. They may not deliver celebrity-level reach, but they often bring stronger engagement and a more believable message.
If you want a creator to take your offer seriously, understand their business model first.
Many creators are juggling income from ad revenue, platform payouts, paid subscriptions, affiliate links, premium content, online courses, sponsorships, and speaking engagements. Some are trying to move away from unreliable platform payouts. Others want more stable brand partnerships or long term partnerships.
Partnering with a content creator, they will expect adequate compensation for providing you with access to the audience they’ve spent sometimes years building. Depending on what you have to offer and what each creator wants, you might compensate them with money, free goods or services, or discounts.
Some creators prefer flat fees, while others want performance-based deals or hybrid models. Many are open to one off campaigns, but the best ones are often looking for long term partnerships that support consistent income and long term growth.
You can also make your pitch stronger by thinking beyond cash. Offer a free account, early access, discounts, or custom bundles to help them promote products in a way that fits their audience.
The more enticing your offer for compensation, the more likely you are to land partnerships with influencers. If you’re looking for people who will promote you for free, those are called brand ambassadors and there’s a completely different approach to that aspect of marketing.
Once you know who you want to work with, it’s time to send them a proposal of sorts to see if they’re interested. If they’re on YouTube, go to their profile and see if they’ve provided an email address. If they haven’t, find their website and contact them through their form or whatever email address they’ve published. If they don’t have a website or you can’t find it, ask if there’s a way to contact them in the comments section of their videos, podcasts, or blog posts. If they’ve been a guest on someone else’s show, contact the host to see if they can share their contact information.
When you do get the chance to approach an influencer about partnering with you, it’s critical to keep their best interests in mind because they’ll want to know what’s in it for them. Take the time to understand what they need, what their goals are, and who their audience is in terms of demographics. Ask what formats work best for them. Maybe it’s short-form video, Instagram posts, or long-form content across multiple channels. Also, ask about the right tools they use to track performance. Some use native analytics, while others rely on tools like Sprout Social, affiliate dashboards, and CRM tools to track leads and conversions. If your team uses CRM tools, make sure you’re ready to capture and follow up on leads properly. It helps to schedule a live meeting, at least over Zoom. This way, you can both get a feel for each other’s personalities and ask questions on the spot. Having a live dialogue in real time will go a long way in helping you form your partnership.
When forming your partnership, don’t forget about the requirements put forth by the FTC regarding social media influencers. For instance, your influencer will be required by law to label sponsored/paid content, so your commercial relationship is clearly visible. They’ll need to do more than just add sponsored hashtags to posts, and video endorsements must disclose your relationship in writing and verbally in the video.
If a content creator refuses to follow these guidelines, don’t work with them because you can get in trouble if they don’t. Remember that a partnership is supposed to be 50/50, and if they aren’t willing to follow FTC guidelines to stay on the right side of the law, then you might end up with bigger problems down the road.
There are a variety of ways you can leverage influencer partnerships to advertise, and here are the most effective.
One of the best methods to reach your ideal market is by using programmatic influencer marketing. This is a modified version of programmatic advertising, which has been around for many years. In short, programmatic ads are distributed automatically through various platforms at once. The ads displayed to each user are personalized and the content depends on factors like a user’s interests, demographics, and websites they’ve visited.
Programmatic influencer marketing puts a unique twist on this tried-and-true method. Rather than having your ads displayed across an ad network, you get influencers to endorse you on the platforms where they already have a presence.
You can then place their endorsement anywhere else where users are a match to your influencer’s audience. This ensures your content will be seen by people who are more likely to align with the endorsement.
This strategy works especially well when paired with social commerce, allowing users to move from discovery to purchase quickly.
As you advertise your business using your influencer’s endorsement, it will also help them gain more exposure and increase their follower count. It’s truly a win-win partnership for everyone involved.
It’s worth establishing a plan in your contract that allows you to use remarketing on your influencer’s channels. This way, you can set up a retargeting campaign that will show additional ads to your influencer’s followers who already interacted with their endorsement of your business. This is too valuable to skip. Some influencers won’t go for it, but some will, and it’s worth asking. You can always try to sweeten the deal with extra compensation if you feel like it’s an exceptionally good market. When combined with social commerce, this can significantly improve conversion rates and deliver stronger measurable results.
This is something fans go crazy for. It’s hard to pinpoint exactly where the excitement comes from, but people love it when their favorite creators take over another brand’s social media accounts. This can drive engagement and increase visibility quickly.
Schedule a day for your influencer to take over one of your accounts, like Facebook, Twitter, or Instagram. You can have a pre-set purpose, like having them handle a Q&A session for a product launch, or just let people know ahead of time that there will be a takeover and “anything goes.” However, on the back end, have everything planned out so nothing is left to chance. What’s appropriate will depend on your specific business.
A social media takeover will bring more of their fans to your channels, and you’ll gain new audiences, additional followers, subscribers, and leads in the process. In turn, your existing followers will be made aware of your influencer, and they’ll benefit just as well.
The challenge here is to set your rules and process ahead of time so that everyone involved knows the boundaries and nothing inappropriate gets posted to your account. For example, agree on what swear words are okay (if any), and have a plan to moderate any live chats, like on YouTube. You should always ask your influencer to send you their plans in advance so you can make the final approval and have your team post it rather than giving them access to your account. However, this won’t work for a live takeover.
Before engaging in a live takeover, be sure you can trust your influencer and change your passwords immediately after the session is complete.
If you’ve partnered with a creator who produces content that reaches a lot of people, consider paying to promote the pieces of content that feature your business. You can either boost their posts directly from their social media accounts or get permission to repurpose their content and incorporate it into your own marketing efforts, like PPC ads or other paid promotions. This allows you to scale high-performing posts and improve reach in a cost effective way. It’s also a great way to support creators while strengthening your brand partnerships.
The creator economy continues to expand, with more people building businesses through content creation, paid subscriptions, platform payouts, and brand partnerships.
Now that you know how valuable influencers are to work with, it’s easy to see why so many businesses sponsor content creators and powerful partners or collaborate with them on projects. The right influencer can help you reach new audiences in your market – people who trust them and will see your business through that same lens. Focus on strong audience fit, provide real value, and use the right tools to track your results.
If you’re looking for a powerful and affordable marketing technique, you won’t be disappointed by influencer marketing.
Let’s try a little exercise.
Open a new tab and go to Google. Type in your business or brand name and check out the first result.
Is it one of your sites? If not, then a pay per click (PPC) campaign could improve your online reputation management.
Business owners following conventional advice typically know to make a Facebook page and build a basic website that covers the products or services they offer. But will that be enough to get the meaningful traffic and brand building you need to achieve immense success as a business? In a word, no.
When you go about your daily internet use, you probably see hundreds of ads in a variety of forms. The highest results on search engines are often ads; the first recommended videos on social media platforms are often ads, and then there are pop-ups and banner ads, too.
Each of these types of ads could be part of a PPC campaign. Some might even be from your competitors working to stay on top of their reputation and reach online. If you’re not using PPC, you’re just letting opportunities slip through your fingers. Who wants that?
The simple explanation of a pay per click campaign is that it is a method of online advertising where the advertising party, in this case, your business, pays a fee for each time that a customer clicks on their ad.
You can buy site visitors this way and, if the campaign is well-managed, the fee you pay to get visitors is nothing compared to how much each site visit is worth to your business.
Of course, you might be thinking, “my site gets visitors on its own, I don’t need to pay for them.” If so, we offer our congratulations. Organically earned visits are nothing to sneeze at. Just don’t be so sure you can’t make huge improvements on the numbers you’re already getting with PPC.
What do you have to lose? Or, more to the point, think about what you potentially have to gain.
At this point, everyone knows how important search results are to making connections and sales.
So, it’s no surprise search engine ads are one of the most common forms of PPC. If you want to be at the top of the heap, literally, when people make searches related to your business, you need a PPC search campaign.
Google Ads is the standout PPC advertising system for good reason. The process is clear: advertisers bid on keywords and have the potential to be winning ads shown in the super valuable space above all the other search results.
You can get the website and information you want your potential customers to see right under their noses and you only have to pay when they click on your ad.
But what does that all really mean for your business?
Right to the point. You want to know if all this PPC stuff is going to be worth your while and if it can really affect your brand. We won’t make you wait any longer.
Here’s what PPC has to offer:
As we’ve already discussed, PPC can get your business in front of more eyeballs online.
You want your target audience to see your business out there repeatedly and feel like your brand is familiar. Trustworthy.
Credibility is a huge part of reputation management for any business. It’s part of the foundation that leads current customers to refer future customers and keep growing the customer base.
Feeling like a familiar brand online can go a surprisingly long way. With a huge chunk of purchases coming through word of mouth referrals, you want to make sure you’ve done everything you can to encourage referrals of your business.
Exposure is what you make of it but PPC is a great way to get more.
Utilizing online reputation management services can help maintain a positive online reputation by addressing negative search results and enhancing online reviews.
Partnering with an online reputation management company to implement effective online reputation management strategies across social media accounts can solidify your brand’s online reputation and drive more engagement.
It all boils down to getting more customers for your business.
When more people see your business online, more people become customers. They can’t patronize a business they’ve never heard of before, right?
Put yourself in the shoes of a new customer. They hop online, open Google, and search some terms related to your business hoping to find what you have to offer, blissfully unaware that you have what they need.
If you use PPC, you can make sure that said customer sees your business first. They click on it, you pay the search engine (Google, no doubt), and hopefully, you have a new customer and a hefty profit. It’s a win-win-win. Maybe that new customer refers another customer and then it’s too many wins to count.
But if you don’t use PPC… it’s a whole different story. Because you see, even if you’re not running a PPC campaign, one of your competitors certainly is.
Then, they get to show up first in the results and the customer you could have had is lost before they ever even see what you have to offer.
Losing is no fun. Use PPC.
While it may sound like some nonsense invented by a PR firm or a politician, having control over the narrative surrounding your brand is important work.
Put it this way: do you want negative reviews or bad press to be the first things that pop up when potential customers search for your business?
Take a minute. It’s a tough question.
No, of course not.
You want customers to think the best of your business and a big part of that is staying on top of search results.
If you can make sure customers see the good stuff first, the X factor that makes your business better than the rest of the pack, then you’re in pretty good shape.
So, if you’ve read this far, it’s probably safe to say you’re intrigued by the potential of PPC and interested in trying it out for your business.
Where to start?
You could give it a shot yourself, certainly. But if you’ve been around the block a few times in the business world you know there are some things best left to the professionals. You do the work you’re an expert at and someone else can handle the tricky, intricate marketing side of things.
That’s where we come in.
At PPC.co and SEO.co (for search engine optimization) we have a team of experts ready to help you with a stellar PPC campaign. It’s in our name and everything.
We can boost your brand’s visibility, improve perceptions, and get you the customers you deserve. And we’re not just saying that; we have the results to back it up.
You’ll be able to customize almost every element to your specific needs and desires. No cookie-cutter campaigns here.
So to review, you’ll get:
All at affordable rates that protect your bottom line by giving you a positive online reputation.
You don’t want your business to wither away at the bottom of the third page of search results, never to be seen by customers.
You don’t want to lose control over your brand perception or narrative.
And you certainly don’t want your competitors to get one up on you while you sit on your hands, right?
Contact us today and we’ll get you started with a PPC campaign that won’t just manage your reputation online, it will perfect it. You won’t be sorry.
Advertising in the dental space can feel like being in a lion’s den. If you run a dental practice today, you already know how crowded things have gotten. It seems like almost every day there is a new dental clinic in the market, new practices, new patients, and partnerships, leveraging more and more dollars towards advertising in your area.
That’s where alternative forms of advertising and good marketing tactics come in. One of those alternate forms of advertising is PPC advertising. While your competitors are focusing on traditional ads and means of customer acquisition, there is an entirely untapped audience in the digital space.
That doesn’t mean you can just go bonkers running PPC ads anywhere you choose, having the right strategy is the key to success in the space. Done right, it can bring in a steady stream of potential patients who are already searching for dental services. Done wrong, it quietly burns through your ad spend without much to show for it.
That’s why we’ve put together this list of things you need to know to properly manage your PPC ad campaign if you’re a dentist.
As we said, there’s a lot of competition out there and all the dental ads in the world won’t help you if people don’t know why they should visit you over the other guy down the block. This means finding that one thing that makes you different from and better than other dentists. If you want your Google Ads to work, your dental practice needs something specific people can latch onto.
Now you’re probably going “but aren’t all dentists the same?” No, they’re not, and we’re not talking about specializations here, but as an example, maybe you don’t cause your patients to hate you every time they come in for a cleaning, maybe you’ve got that magic touch that doesn’t leave them in pain if that sounds like you, then there you go, time to capitalize on it.
Maybe your dental clinic is known for being great with anxious dental patients. Things like exceptional customer service, discounts, being kid-friendly, are all things that a dentist can use to lure in customers through PPC ads. Maybe you specialize in cosmetic dentistry or offer same-day dental implants. Showcase what’s special about you in your ads that will make people not only want to click the ad to find out more about you but ultimately become a patient.
Similarly, if you’ve invested in the latest technology or have learned new dental techniques that others aren’t using on that, showcase it in your paid ads. Whatever makes you stand out.
With Google Ads, your dental practice can create highly targeted PPC ads that highlight these unique qualities, helping you stand out in a competitive market. This is especially important in PPC for dentists because people are making quick decisions. They’re scanning search results and choosing what feels right in seconds.
By crafting a tailored digital marketing strategy with dental PPC advertising, you can attract prospective patients who are actively searching for dental services. It also ensures your dental PPC campaigns reach the right audience at the right time.
Of course, we all use the major keywords because we know what most searchers are looking for when they search for a dentist. This is great for capturing local traffic via PPC and for getting customers through the door for routine treatments like regular cleanings and the like, but we know as dentists that we offer a lot more and there are more specific keywords we could use to draw in other sectors of the market. It can also help you as you look to get creative on keywords you use in your landing page titles.
Instead of trying to grab just the “dentist near me” crowd, broaden your scope to include keywords related to specific services like braces, crowns, teeth whitening, and other services (assuming you provide them of course). Though the general traffic won’t be as high as other keywords, you are more likely to grab customers with more obscure keywords. Not only that, specialized procedures and dental services are usually your big-ticket items, and good services can turn those customers into regulars meaning more overall business in the long term. If you offer dental implants, build campaigns around that. If you do cosmetic dentistry, create separate paid search ads focused on those treatments.
This is where PPC marketing really shines.
Strategically built dental PPC campaigns can make your dental PPC ads more visible on search engine results pages, especially for high-value services. Then, potential patients often have stronger intent and are more likely to book.
Also, don’t forget negative keywords. They help filter out irrelevant traffic so your dental PPC budget goes toward clicks that matter.
Through careful keyword research, you’ll reach a targeted audience seeking specific treatments, boosting your PPC search marketing campaigns and attracting long-term patients.
PPC ad space comes at a premium. To offset this you need to do two things. First, use Google Analytics and all data available to you from various ad extensions to target your ads as effectively as possible. Especially if you’re advertising across multiple platforms or using multiple, complex features on the same platform. Never waste ad space.
Secondly, make use of Google Ad extensions that let you share more information such as links to an appointment page, a services page, or other information that may be relevant to a potential customer. Include call buttons to drive patient phone calls. Share location info for local prospective patients. These small additions can make your ads take up more space in search results and give people more reasons to click.
Your Google Ads can only say so much so it’s important to use whatever means are at your disposal to squeeze every ounce of potential out of them like the juicy advertising oranges that they are. And when you’re paying for every click through pay per click advertising, every extra bit of visibility helps.
It probably sounds cheesy, but adding the good things your customers have to say about you to your advertisements is better than trying to sell yourself most of the time. These honest and heartfelt statements can do more for your business than a dozen cheesy ad slogans that you can come up with.
What’s more, they are easy to use with your existing ad campaign. You can take reviews that actual customers have left you or even ask them straight out to say some kind words about your business for you to use in advertising. You’ll want to make sure people know what they are when you put them in ads, but real people talking you up can go a long way for your business.
This is particularly important in the dental industry, where customers want to know that they can trust you to do a good job. The best way to prove this is by having real people tell them.
If your dental marketing includes real reviews, testimonials, or even short quotes from happy dental patients, your ads instantly feel more credible. Think about it from the perspective of potential patients. They’re not just choosing a service. They’re choosing someone to trust with their health.
Working with a dental marketing agency can help you seamlessly integrate customer testimonials into your dental PPC ad and Google Ads campaign strategies, enhancing trust and credibility.
Combining these authentic reviews with effective search engine optimization can boost both your PPC efforts and organic reach, making your ads more compelling and impactful.
It’s easy to take a blind stab in the dark when advertising and just promote your business for what it is but to truly capitalize on those PPC advertising dollars, you need to know what customers are looking for at any given time.
This means finding out what the trends are from time to time. If kids are going back to school, it may be time to run ads about specials on teeth cleanings and braces, is it time for family gatherings and other holiday events? Then maybe a special on teeth whitening will do the trick. Teeth whitening and cosmetic dentistry tend to spike during this time.
The point is, do a little market research and know what’s selling. That way you can stay on top of trends and be ready to draw in customers.
You can adjust your paid ads based on what people are actively searching for. A smart PPC advertising strategy shifts with demand instead of staying static.
It also helps you manage ad spend more efficiently since you’re not pushing the same message all year.
A lot of dental practices jump into Google Ads without a real plan. They run a few campaigns, hope for the best, and get frustrated when results don’t come quickly.
But strong PPC for dentists isn’t random.
It’s built on:
If you’re unsure where to start, working with a dental marketing agency can help you avoid common mistakes and stretch your ad spend further.
A PPC ad campaign can do wonders for your business, especially if your competitors aren’t marketing themselves in that space. In fact, for many dental clinics, PPC advertising one of the fastest ways to grow and bring in new patients. The trick is knowing how, when, and where to advertise and what to say in those ads.
When you combine that with smart targeting, thoughtful messaging, and ongoing optimization, your Google Ads stop feeling like an expense and start acting like a growth engine for your dental practice. And that’s the goal.
Hopefully, these 5 tips will help you make the most out of your PPC ads in the dental space and let you draw in loads more business.
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