Many massage therapists (and many business owners both small and large) rush to digital marketing to run campaigns to get new clients. While the internet is an amazing place to grow your massage therapy practice, you shouldn’t just run to your next massage marketing campaign before you have a strategy in place.
Building your foundation is crucial. In fact, I recently watched a construction site for a new building on the beach in Miami. For more than 6 months, the construction workers drilled holes, poured concrete, and inserted steel columns hundreds of feet into the sand. The reason they do this is so that the building (what people see) will stand and not fall over during both sunny days and the stormiest of days.
Insert your foundation for marketing. Your marketing campaigns should be well thought out, prepared for, researched, and trackable. In this post, we are going to discuss 7 things to do before your next massage marketing campaign.
1. Build Your Brand
Whether you’ve owned a massage therapy practice for 10 years or you’re thinking about opening one, investing time and resources into your brand is crucial for success. The word “brand” can be kind of a fluffy word for many massage therapists, but I like to simply state brand as this: The process of connecting your target audience to your business effectively. It goes much further than a logo and colors.
Below are the 6 parts of a brand strategy:
- Create Your Purpose
- Position your Practice
- Create a Brand Promise
- Write Down Your Brand’s Beliefs
- Create a Personality for your Brand
- Decorate Your Band
2. Create a Strong Digital Structure
Creating a strong digital structure means that you need a strong website that allows you to be successful online. Below are some components of a strong website:
- Your website is visually beautiful and professional
- Your website is built with massage marketing strategies top of mind: Things like SEO, advertising, email marketing, and more
- Your website has a way to track visitors and leads that come in
- Your website pushes people to accomplish something (ex: schedule a massage session)
- Your website has original copywriting and imagery (at least professional stock images, preferably real photography)
You should also set up your data analytics tracking. A data analytics company can help you create reports that help you focus on the right KPIs, or key performance indicators.
3. Know Your Customer
Knowing exactly who your customer is and what makes them tick is vital before starting any advertising, email marketing, or social media type work. You may think you know who your customers are, but do you have data? Quantitative data is easier to obtain, but qualitative data can be also very important.
Here are some examples of quantitative data:
- Average age (or age range) of client
- Percentage of female vs male clients
- Top 5 client occupations (percentage)
- Top massage type your clients like (percentage of clients)
Here are some examples of qualitative data:
- Reasons why your patients come to you for a massage
- Why they prefer your massage practice over your competitors
- What makes your clients come in for a massage? (feeling stressed, after a workweek, etc.)
To be able to properly advertise, email, or post, you should target multiple elements from the above data. That way, your campaigns will ring a bell for potential patients and will be more effective for your budget.
4. Create an Offer
Offers on social media advertising or email marketing can be a great way to get new patients in the door, or in the case of email, getting old patients to come back to see you. Your core strategy shouldn’t be to give your services away at a discount, but there are times with an offer is needed to get more patients in the door.
5. Build Out Your Content
Creating a content strategy is so important before you go crazy posting on social media, email, blogs, and other mediums. It’s important to analyze who your customers are (see number 3 above) and to know what type of content they want to see. Perhaps topics on “stress relief” is a great way to tap into potential clients’ minds when they aren’t even thinking about getting a massage.
I like to group my content into themes that are replicate-able. For the above example on stress relief, you could create a content strategy that involves you creating a weekly video to post out on social media, your website, YouTube, and email. For Karolina, she has the gift of relaxation through singing bowls, or meditation sound bowls. If her followers saw these videos, felt amazing afterward, and started associating Karolina with “relaxation” “healing” and other similar words, she will be top of mind when she presents an offer or they need her massage services.
6. Refine and Test
The final step of building your foundation is seeing what works and what doesn’t work. If you’ve spent a month advertising on Facebook and see no results from your ad, it’s time to rethink your strategy. You can even get some feedback from your topic, most trusted clients on what kind of video or ad would make them want to get a massage.
It’s important to try out different things. Maybe Facebook advertising isn’t the right medium for you, but Instagram ads are? Maybe Email marketing and SEO are your best bet for long-term success (These two should be cornerstone strategies by the way!)? In the world of advertising and content, continually improving is the goal.
Grow Your Massage Therapy Practice
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