Influencers can be broken down into three main tiers:

Whilst macro (popular) influencers and celebrities dominate influencer marketing, micro-influencing is on the rise.

Social media platforms like TikTok rely solely on user-generated content, making paid collaborations more accessible. Because of this, micro-influencers are becoming an increasingly popular aspect of businesses’ digital marketing strategies.

In this blog, we will delve into the influence of smaller content creators and explore why micro-influencers are a wise choice for your business.

1. They Are Reliable and Trustworthy

Micro-influencers are typically more reliable and trustworthy than their macro-influencer counterparts. They can more easily connect with their audience, which is smaller, on a personal level, to create more tailored content, unlike a distant and unreachable celebrity.

They are often seen more as a peer; not above or better than the follower, making them more relatable and, as such, trusted. They are more genuine with posts and can relate with their viewers.

Ruth is promoting a mystery beauty box on TikTok:

Micro-influencers, like Ruth, actively engage in conversations, respond to comments, and offer personalised advice. This accessibility further enhances the sense of relatability and builds a stronger bond with their audience. The direct and genuine interactions fostered by micro-influencers create a feeling of connection and community, strengthening the trust between them and their followers.

Micro-influencers prioritise authenticity over perfection, showcasing a more realistic and attainable lifestyle. Their content feels relatable because it reflects the genuine moments and emotions that their audience can identify with. Ruth appreciates the value of money, therefore relating to her viewers and better influencing them to buy the mystery bundle.

2. Niche Targeting

Micro-influencers focus on specific products or topics that closely resonate with their audience, making their marketing efforts more effective. It is because they have a more in-depth knowledge of what they are promoting.

They create content with their community of followers in mind, meaning more thought and genuine interest goes into their recommendations. They usually care more about what they influence, having a smaller following, unlike their macro-influencer counterparts, who have a broader reach.

Having a better understanding of products or topics can lead to more trust, generating more sales.

Their ability to tap into a highly targeted audience allows them to connect with individuals with a genuine interest in their niche, making them an effective marketing tool for reaching specific demographics and achieving valuable brand exposure.

3. Cost-Effective

Micro-influencers offer a cost-effective solution in the world of influencer marketing. Unlike macro-influencers or celebrities who demand high fees, micro-influencers charge lower rates to collaborate.

This affordability allows brands with limited budgets to engage multiple micro-influencers and diversify their influencer outreach. It means they can reach different demographics and niche markets.

Despite the lower cost, micro-influencers maintain quality and effectiveness. They have cultivated genuine relationships with their followers resulting in higher engagement and trust.

Using the collective influence of micro-influencers amplifies brand reach without compromising the budget.

According to Find Your Influencer, the typical per-post cost for a micro-influencer with 10-50k followers is £250-£600, compared to £1000-1700 for macro-influencers.

Having a balance between cost and impact is essential in influencer collaborations. By incorporating micro-influencers into the marketing strategy, brands can achieve optimal results by maximising their resources and connecting with their audiences on a more personal level.

4. Higher Engagement

Whilst macro-influencers have a higher following, micro-influencers excel with engagement and follower-to-sales conversion rates. Their smaller audience fosters a sense of community, connecting them to the content creator. Also, having fewer followers allows the influencer time to interact with their audience, resulting in higher engagement rates.

Unlike macro-influencers who may struggle to keep up with the sheer volume of comments and messages they receive, micro-influencers can engage in more meaningful interactions. They actively respond to comments, address questions, and participate in authentic conversations with their followers.

For example, on TikTok, Olivia creates cooking and home content, generating a following of like-minded people who also enjoy cooking. These followers are more inclined to buy a lunch box to store their meals.

This level of engagement creates a genuine interest in the content they share, including the brands they collaborate with. Olivia genuinely enjoys using this product and wants her followers to as well.

Their followers view them as relatable individuals rather than distant celebrities, making them more receptive to brand recommendations and promotions.

Their ability to foster meaningful interactions and generate genuine interest in brands makes them valuable assets for any marketing campaign. By collaborating with micro-influencers, brands can tap into their engaged following and build successful relationships with their target audience.

5. Authentic User-Generated Content

As I have previously mentioned, micro-influencers are good at interacting with their followers and initiating user-generated content (UGC).

Content creators frequently involve their followers in the content creation process, by recording video requests and encouraging them to share their opinions or personal experiences on related topics through comments.

For example, Carrie is a micro-influencer promoting Tatti Lashes on TikTok:

A viewer requested the first video in response to a comment on a previous video. She then created another video from a comment on this video.

Responding to comments and interacting with her viewers allows her to get a sense of what content her viewers want, leading to more targeted and engaging videos.

UGC surrounding your brand or product provides a genuine and unfiltered perspective, enabling potential customers to see real people enjoying and endorsing your brand. This social proof can be immensely powerful in building trust and credibility.

When consumers see content from regular users like themselves, they are more likely to trust the authenticity of the content and be more positively influenced.

Their followers feel a personal connection and therefore more inclined to participate and contribute to the content.

Micro-influencers offer a powerful and cost-effective solution for brands seeking to make an impact in the world of influencer marketing.

If you include micro-influencers in your marketing plan, you can effectively target specific audience groups while staying within your budget.

Whether you’re an established brand or a startup, embracing the influence of micro-influencers can unlock untapped potential and drive long-term results in sales.

Work with a Google Partner Today! Contact Fly High Media!

In a world where online presence reigns supreme, it’s imperative to distinguish your dental business apart from your competitors. An aesthetically pleasing website and a well-run company aren’t enough to attract new clients.

Dentists can utilise content marketing strategies successfully on their websites to grow their business and reach new potential customers.

When patients are looking for a dental service near them, they will turn to a search engine, like Google, for help.

But what is content marketing? How can dentists utilise this marketing strategy?

Whether you’re an experienced dentist with a well-established business or a fresh-faced professional eager to increase their customer base, content marketing offers unparalleled opportunities for experienced dentists with established businesses and newcomers eager to expand their customer base.

What is Content Marketing?

As a long-term strategy, content marketing focuses on delivering relevant, knowledgeable, high-quality content to sell your business. 

Your content should exhibit so much value, that when a potential customer organically lands on your website, they make an enquiry or purchase. 

Content marketing can help your target keywords to rank higher in search engine results pages, increasing online visibility.

The most common forms of content marketing are:

1. Blogs

Having a blog section on your website where you frequently publish new content can attract new customers.

When users land on blog posts, they will have typed a question into a search engine.

For example, users may search ‘How much do porcelain veneers cost in the UK’. You could include this as a section on a blog or even the H1 title of an article to appear in organic search results, leading the user to click on your website.

Blog posts improve SEO and are a cheaper way of boosting your organic traffic and client base.

2. Video

If you want to engage an audience quickly, videos can be a good option for you, although cost more money.

Video content can come in the form of:
– Webinars
– Courses
– Live videos
– Self-hosted Videos
– Informational Videos
– Product Reviews

A variety of content can be created with videos which engage your target audience.

Video content marketing helps raise your online profile, engage your audience and trigger emotions necessary for building a long-term relationship.

As dental practices are usually in a single location, you will be a relatively small business. Some ideas for small business videos are:

– Behind the scenes

– Showcasing your products

– Introduce yourself and your team

– Dental trends

3. Email

Are you interested in utilising your list of customer emails? 

Email content marketing is a type of content marketing which dental practices can use to make customers aware of new lines of products, services or discounts. 

It is a softer way of engaging your audience and can be personalised to include, for example, their first name.

The screenshot shows an example of email marketing a dentist uses. They utilised their customer’s email to send reminder emails of their appointments.

You can even use email automation services like MailChimp to help you compose an email marketing campaign.

In the dental sector, you can utilise email marketing by upselling your current client base to additional services and sending reminder emails. Create separate email lists for your clients depending on what services they are undergoing, and suggest further treatments.

4. Infographics

If you want to implement eye-catching content into your marketing strategy, infographics may be a perfect option.

Above, you can see an example of an infographic that a dentist recently published. It highlights the important signs of gum disease that the reader will need to know about, but in a fun and interesting way. This is a good example as it also features a CTA of ‘Schedule a dentist appointment ASAP before it’s too late.’.

As a bright and vibrant option, they are captivating ways to display statistics, content or processes designed to engage your audience with your content. Users will be more drawn to exciting, colourful images rather than long pieces of dull text. Infographics are designed to engage the audience and provide detailed information, which can drive conversions.

5. FAQs

Having a list of FAQs on a website can help users find the answers to their questions.

For example, users might want to know what happens at a dental consultation or how long a new patient appointment takes. This information can be displayed in a quick fact sheet on your website.

FAQs are usually added to the bottom of blog posts, on social media reels/carousels or even a separate informational pages.

When you include FAQs on a page, you can implement ‘FAQ Schema’. This is a specialised content markup code you can add to a list of questions and answers.

Google then can read this markup and can generate rich snippets if your content is considered relevant.

You can use a schema generator to help you generate FAQ schema code, and add it to your website.

Above is a good example of FAQ schema. The question of ‘How is a tooth extracted’, which is widely searched by users, is ranking for a featured snippet. Featured snippets appear at the top of organic search and users are more likely to click on your website.

Content Marketing: 10 Tips for Dental Businesses

1. Include A Call To Action

As a way to push users to take action, a call-to-action can increase bookings, phone calls or other leads through your website.

Implementing a clear call-to-action in your content ensures your hard work isn’t wasted. Why write content without prompting your readers to get in touch with you?

Having a strong CTA in your content can eliminate decision fatigue that readers may be experiencing. CTAs with a sense of urgency can also boost your conversion rate.

The example above shows two clear CTAs in the header, instructing the user to call them or to book an appointment online. These are sticky and are visible to the user at all times.
The second example is within content reading ‘Book Now’, instructing the user to book the ‘Dental Implant Treatment’ they have just read about.

Examples of calls-to-action in content can be:
– Enquiry Forms
– Buttons e.g. ‘Download Now’ or – ‘Purchase Today’.
– Normal text linking the user to another page

A CTA should be concise, making it more persuasive.

Try and start with a verb, instructing the reader to perform an action, then follow with an adverb. For example, ‘Buy Now!’.

Some calls-to-action for dental websites attracting new customers are:

– Contact Us

– Get Started

– Learn More

– See How…

– Start Your…

Every dental content page should have some form of CTA, especially if your prime goal is to attract more customers.

2. Define Your Audience

When writing content, you need to choose who you are aiming to reach, as you can’t begin writing until you know who your audience is.

Sit down with your dental team and discuss what your customers ask the most. Or even better, learn about your audience through enquiries or emails.

What are your current customers asking? Is this information on your website? If not, could it be added?

Create the ‘ideal customer’ persona. What would they want to know from your content?

Knowing your audience in depth will help you to attract the correct customers to your dental practice.

3. Write In-Depth Content

It is known that longer content can perform better in search engines. 

So, why wouldn’t you dive in deep with a dental subject for users to explore? 

You should include everything they need to know about the chosen topic so the user doesn’t need to seek additional information elsewhere. 

You should refrain from writing content for the sake of it. Research what your customers want to know. Make it relevant to your audience.

Keep in mind that each article you create should only cover one topic in-depth, and target only 1-2 core keywords.

4. Understand Your Audience’s Thought Process

What is your typical customer’s thought process?

What do your customers need to know about your business or services to be able to book an appointment at your dental practice?

You must know the answers to these questions to create valuable content for your target audience.

You will be wasting your time generating content that your customers will not find useful.

Put yourself in your audience’s shoes. If you were searching for ‘alternatives to traditional braces’, what would you want to discover?

More than likely, you would want to know about the services a dental practice can offer a patient who isn’t looking for the traditional approach to braces. If you were to decide to write a blog post detailing the different types of braces available to patients, you would need to include the benefits, disadvantages, price points and relevant information regarding each type of brace.

CTAs need to be included as you now know!

5. Use A Pillar Content Cluster Model

If you want to create an enhanced reading experience for your users, you need to adopt a pillar content cluster model.

Above, a dentistry website called ‘Bloor West Smiles Dental’, produced an article titled ‘Root Canal Aftercare: A Complete Guide’. This is a great example of pillar content. Numerous smaller articles can be produced linking to this content. For example, ‘5 Signs You May Need A Root Canal’ could link to this pillar content, and vice versa.

In short, pillar content covers an umbrella topic. It will encompass a complete subject, giving a user everything they need to know about a topic. You then use smaller cluster articles to support the pillar piece.

Internal linking is used to connect pages, which tells search engines that the topics are related.

From the image above, you can see the way a pillar content model works. We’ve used a building as an example. The roof displays the pillar content, which is held up by the supporting articles, showing the more supportive articles you have, the stronger your pillar content will be.

6. Repurpose Existing Content

It takes time to write engaging and informative content.

However, repurposing content is an easy way of reaching wider audiences and growing your customer base.

As a dental practice, you might have already tried offline traditional marketing methods, like brochures or leaflets about your dental practice.

What if we said you could recycle and reuse the content on your brochures and leaflets?

For example, you’ve created a leaflet about Dental Implants listing the potential benefits your customer could experience.

This could be turned into a blog post titled ‘The 8 Benefits You WILL Experience From Having Dental Implants’.

Or, you have a blog post that performed incredibly well, created multiple leads and drove vast amounts of organic traffic to your website. This could be turned into a Youtube or TikTok video to reach a wider audience who use these platforms.

Above you can see a dental business called ‘Straight Teeth Direct’ took a blog post called ‘Is teeth bonding a good idea? What to do after aligner treatment’. They have repurposed this into a YouTube video to target a different audience.

7. Publish Your Original Research

With a bigger client base, you can gather original data.

Publishing original research can make your website look more authoritative in your field, creating linkable content that other businesses may find insightful by linking to your website.

You could create infographics with statistics to give your readers an insight into, for example, which treatments are most popular or how many clients suffer from a particular issue.

Or, a simple way to gather data, is to hand out a patient survey. Publishing the positive results once your survey is complete will help to attract new customers.

8. Implement SEO

If you’ve not heard of SEO before, it stands for Search Engine Optimisation. It is a crucial and long-term marketing method for websites to increase organic traffic through search engines, thus increasing leads and revenue.

SEO optimises content for search engines, like Google, so your website ranks high in search engine results pages for target keywords.

Developing SEO-friendly content should always be actioned with search engines in mind.
This used to mean stuffing your content with keywords, which is now a black-hat SEO technique and is frowned upon.

Instead, SEO is now a much wider field and there are many pieces of the puzzle you will need to build. You will need to perform extensive keyword research to discover what content you should produce.

If you want to look at keywords yourself, we like to use SEMRush and AlsoAsked for keywords and FAQ ideas.

Content and SEO work hand in hand. If you want your business to grow and excel, you need to do both.

9. Avoid Using Technical Dental Jargon

Think about your target audience. If you use words like ‘mesial, buccal, occlusal and incisal’, will they understand?

When businesses use incoherent technical jargon in their content, their intended audience becomes less trusting and less likely to stay on the website.

If you plan on discussing technical topics, you will want to simplify it. After all, your audience will not know much about the dental services you offer or the dental jargon you will use with staff on a daily basis.

However, this does depend on the audience. Some industries will engage with complex writing and topics.

Try and use layman’s terms or metaphors that the reader will understand and make the concepts you are discussing more accessible.

Additionally, if users aren’t using technical jargon in search terms, Google might not display your content to them. Using simple terms can expand your search traffic dramatically and creates content that targets your audience.

Bear in mind if you decide to use technical jargon, ensure you explain what it means.

10. Utilise Social Media Posts

Content marketing isn’t just about your dental practice’s website.

You can also write content for social media. This could be for LinkedIn, directing your attention to other dentists, or sharing your blog posts on social media.

As you can see from the screenshot above, a nationwide dentist utilises social media by mainly posting patient results and in-house news. The example above showcases the great results from using a teeth-straightening process, including a small section of content enticing the user to contact the company.

Posting on platforms like Facebook and Twitter, allows you to reach a different audience to blogs on your website.

You could use infographics or links to your newly published blog posts, with a piece of content explaining what they are.

Using hashtags on social media in your content is also a great way to attract new customers.

There has been an increase recently in the number of users turning to social media to find local businesses or services, which is why utilising social media content is important.

Need help with SEO for your dental practice or want to learn more about content marketing for dentists? Drop Fly High Media a message!

We are here to tell you all the essential information, as well as what you can do to make sure your videos appear on as many For You Pages as possible! 

What Is The TikTok Algorithm? 

The TikTok algorithm is a complex network created to offer users content straight on the app’s homepage – known as the For You Page. Similarly to Instagram’s Explore feature, the FYP is an everlasting feed of selectively picked videos which the system believes will be of interest for viewers. 

Tiktok’s algorithm works to curate content tailored specifically for you. It identifies preferences such as videos you have interacted with in the past, accounts and hashtags you follow, your locations and language settings, and even the kind of content you create yourself. 

This means that unlike a regular feed, which is populated by people you know, your FYP is full of recommended videos from creators who may be unfamiliar – making every FYP unique! 

How Does The TikTok Algorithm Work?

The workings of TikTok’s algorithm are determined by a variety of factors. Key components include user activity, video content, location and language settings, audio elements, and “Not Interested” feedback. 

In order to better understand how these elements interact with each other to influence the app’s content delivery system, let’s go through them one by one.

1.Users Activity

This is an important factor in determining what videos get served up to users. Engagement such as 

• Views

• Likes

• Shares 

• Comments 

Will increase the visibility of a given video piece – giving it greater reach across the platform. 

2.Subject Matter 

When it comes to reaching potential viewers on Tiktok the content of a video is key. TikTok determines subject matter from: 

• Sounds

• Hashtags 

• Effects

• Caption Keywords

• Content (transcriptions)

3.Location & Language 

The algorithm takes into account users’ device settings when making its calculations, This includes both geographical area and native tongue which can hugely impact who sees your material. This also includes: 

• Posting Location

• Language Preferences

• Type of Mobile Device 

4.Audio 

Harnessing popular sounds is a wonderful way to expand your viewership. The algorithm will recognise the trending audio in your video, then use that information to categorise it and display it to users who have recently interacted with related content. 

Taking advantage of up-to-the-minute trends can really help grow your audience! 

5.“Not Interested” Feedback 

TikTok’s algorithm brings users videos they are likely to be interested in, based on their past activities. This includes what content they’ve marked as “Not Interested”, the users they have hidden, and the videos they rapidly skip through. Different indicators are given more relevance than others by the platform’s recommendation system, creating a customised experience for each user on the For You page.

Factors That Do Not Influence the TikTok Algorithm 

Do not be discouraged by the fact that you have a limited amount of followers or have never posted anything on TikTok before. That does not play a role in determining how well your video will be ranked on the algorithm of the platform! It is absolutely possible for people with no prior experience to gain viral success – hooray! 

Another factor which doesn’t influence whether your video will receive traction is whether you’ve had previous well-performing videos. 

Types of Content The Algorithm Won’t Recommend 

To help create the best experience on TikTok there are a few rules and regulations that must be followed in order to make the most of the algorithm. 

Such content includes: 

• Minor safety

• Overtly sexualised content

• Dangerous sports & stunts 

• Tobacco & alcohol products 

• Violent & graphic content

• Spam, inauthentic, misleading content 

• Unoriginal & low-quality content 

It is essential to keep up with the app’s community guidelines to ensure that your content is not identified as unacceptable by the algorithm. Abiding by these rules will help you stay away from any potential issues.

Now you know how to get your TikTok’s on the FYP – Check out how to structure your TikTok videos! 

So, what’s the truth? 

Like any social media platform, success on Tiktok is all about creating content that your audience will enjoy. But, Tiktok is unique, it’s all about video, encourages collaboration and trends are a big part of what drives the app. Keep these things in mind as you create content for Tiktok and you’ll be on your way to success! 

1.Get Creative

If you want to be successful on Tiktok it’s all about storytelling. And that means thinking outside the box to come up with original and engaging ways to tell your story. You’ve got 3 seconds to capture your audience’s attention, so make it count!

Whether it’s a DIY project, beauty tutorial or just a day in your life, if you can capture viewers’ attention and keep them hooked until the end, you’re on your way to becoming a Tiktok sensation. 

Your videos need to be short and engaging in order to capture the attention of Tiktok’s main audience: Gen Z. This age group is very demanding when it comes to digital content, so you only have a few seconds to make an impact on them and catch their attention. 

Video editing tools can help you create content that is both appealing and concise. Swift transitions between video clips will make your overall video more enjoyable to watch. If you want your videos to stand out, check these out:

• CapCut

• Splice

• YouCut

If you’re creating content related to cooking, keep it snappy! Users love quick transitions, hearing the vegetables crunch, there’s endless possibilities to be creative! 

2.Use Trending Sounds

If you want to make a great Tiktok video, you need to pay attention to both the audio and visual elements. Tiktok has a huge library of songs and sounds that can be used to enhance your video.

Think about what kind of sound will complement your video. It could be something that’s associated with a current trend, or use an original audio that fits your story. Choose wisely and your Tiktok video will be sure to stand out!

3.Use Trending Hashtags

Tiktok is all about creativity and self-expression, so make sure your content strategy reflects that! Utilising popular hashtags is a great way to set your brand apartment and ensure you’re reaching the right users. 

Keep in mind that the Tiktok algorithm looks at hashtags when determining which content to promote, so using the most relevant ones will help increase the likelihood of your content being seen by those who are most likely to appreciate it. 

So, if you’re using the right hashtags, you’re putting your video in front of people who are already interested in watching it. 

4.Follow Up on Your Content, Fast! 

Quick thinking and a willingness to engage with your audience is key to success on Tiktok. If you create a video that starts to gain traction, make sure to follow up quickly with additional content. Reposting, responding and creating new video promptly will help you keep your momentum going and ensure that your reach is as large as possible. 

Remember, engagement and variety are extremely important on Tiktok, so a series of quick responses is often more effective than one long video. By following up quickly with new content, you can maximise your chances of success. 

5.Boost Your Authority 

There is no one-size-fits-all answer when it comes to making Tiktok videos viral. 

However, there are some key things you can do to improve your chances. One of the most important is to build trust with the Tiktok algorithm by uploading high quality videos consistently. This will show that your account is reliable and worth paying attention to. 

Tiktok’s algorithm is designed to flag low-quality or unoriginal content. This is because repurposed content trends to be poor quality. In addition, content that works well on one platform may not be effective on another. Tiktok users want to consume content that is native and organic to the platform. For example, ads specifically designed for Tiktok are watched 13% longer. 

You’re now ready to create a Tiktok video! Keep all these tips in mind and you’ll maximise your chances of success!