APR 2019

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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Beach, Florida: "We've been in business since 2009 and our goal was to bring in a younger clientele. I searched for women in that demo whose look and vibe were in line with ours, and who were liking our posts." She met others by networking at local events that invited bloggers and vloggers. "I chatted them up and forged relationships organically," says Reagan. Larry Oskin, president of Fairfax, Virginia-based Marketing Solutions, recommends seeking out a variety of individuals and industry leaders in different spaces, including social media, local TV and print. "It doesn't matter if they're a new blogger with 100 or 500 followers, or a fashion reporter," he explains. "By building your relationship, you'll become a prime and important resource for them and vice-versa." WHAT TO LOOK FOR Reagan says the size of her infl uencers' audiences wasn't her primary focus, although the ones with whom she works typically have anywhere from 6,000 to 15,000 followers. "It's the engagement that matters," she notes, explaining that if someone has a million followers but only 1 percent of them like, comment or repost, that's a sign that those people are paid followers. "You're better off with someone who has 1,000 followers with 15 percent engaging." Indeed, research from infl uencer marketing company Markerly suggests that accounts with fewer than 1,000 followers typically receive likes 8 percent of the time, while users with more than 10 million followers only receive likes 1.6 percent of the time. "Micro-infl uencers have a laser-focused, loyal and engaged audience," says Kim Marshall, cofounder of S'Well Public Relations, who places the ideal number at anywhere from 10,000 to 50,000, depending upon the region. "In the end, that's the sweet spot." Matching vibes is also key. "We wanted infl uencers who are like our clients and can present our look, with a visually captivating page and something interesting to say," notes Kile Law, founder and president of Blue Water Spa in Raleigh, North Carolina. "The best infl uencer is someone who would be your client whether or not they have a business relationship with you." To that end, Marshall suggests evaluating the quality of their content based on affi rmative answers to the following questions: Do they regularly post about health and wellness, and about their own face and body? Do they look professional? Do they seem like a match for your brand? Have they tagged/geotagged/ mentioned brands with whom they've partnered in the past? HOW IT WORKS Companies that can afford macro-infl uencers might have written agreements involving high payments for a specifi ed number of social and/or blog posts. But deals with micro-infl uencers tend to be less formal. "We don't pay them—people see through paid advertising, anyway," says Reagan. Instead, Bella Reina throws parties for infl uencers that include food, drinks and mini treatments, which leads to posts about the experience. "If we get 200 people engaging on Instagram with one of their photos, it's a MARKETING SAVVY 44 @dayspamagazine ¥ April 2019 and body h i n a a n wi t to b pa y paid Rea ga throw s that in treatm e about t h 200 peo p with one

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