Successful Marketing for Massage Therapists!
Marketing isn't sciencewell actually it is, but its not rocket science! It is really just an expansion of just making sure as many people as possible know what you do and how well you do it. But one if the most important things involved in marketing your therapy is that the message is repeated and is consistent.
But bear in mind that products and services are 2 different things that need to be marketed in different ways. Products are something you can actually feel, see, and touch before you choose to make a purchase. But when it comes to assessing a therapist before getting a treatment, things are a little more complicated, as they only know if the service was worth getting, after they have got it!
So, the only thing the potential customer has to use as a yardstick for the quality of the treatment is you yourself! It is only after they have assessed, (and like) you, that they will proceed with getting a treatment and hopefully become a regular client.
Another distinction which is sometimes misunderstood is that between marketing and advertising. Many people think marketing means putting an ad in a local paper, but this is not the case. Regardless of whether an ad is online or in the telephone book, it is just an ad.unless it is part of a greater plan. Marketing is about developing a relationship between potential customers but building confidence and rapport.
So, for an effective yet simple marketing plan, there are Nine steps that you should follow:
1. Goal Definition
What do you want out of your business? Where do you want it to be in 6 months, in 1 year, in 5 years from now? Picture it in your mind as you want it to be – this is your Goal! It doesn't matter if it seems a bit nuts, as long as you are willing to put in the work, you will head towards that Goal.
2. Measurement of Progress
Its important to have a yardstick of your progress:
Count weekly massage sessions every week
Count the number of new clients ever week
Count the total revenue
Count the total profit (Revenue – costs – wages including yours!)- this is what you can reinvest in the business or in your Marketing Plan.
Or anything you think will show you how your business is doing
3. Definition of Target Customers
Who are the customers you think you are most likely to appeal to, or would like to appeal to? Define their ages, their interests, their sex, their locations, their incomes and their habits Define what they are likely to worry about and what they are likely to respond favourably to?
Eg: My customers are women aged 25-40, who are single, interested in their wellbeing, have professional jobs and live in urban areas, etc.
4. What are your Benefits That Your Massage Services (or products if appropriate) Offer?
This is important! Features are different from benefits!
What is the feature of a drill bit? It is sharp and long and made of metal.
What are its benefits? It drills holes that you can use to make a really nice Zenthings massage table or stool (Marketing is great eh?)
My point is, that people respond to benefits not features, so when you deliver your message, deliver it from the point of view of what the customer wants, not from the point of view of what you've learned
Eg: I work on professionals to relieve stress, promote better sleep and a happier conciousness
5. What Makes you Different (and Better)?
Why are you better from A.N Other's Massage Therapy?
Consider your target customers before answering this question, and define yourself on the basis of your consistent Marketing plans with the goal of getting more of your target customer.
6. Choosing Strategy and Marketing Tools
While you may have to move outside your comfort zone sometimes, (because Comfort Zones make Cowards of Us All!), initially focus on activities you like doing and will do regularly. Be creative and have fun!
Strategies could be:
Direct contact (emails and phone calls for previous customers- where possible, flyers)
Networking
Public speaking (find a venue and offer your services)
Writing articles (try a local paper)
Events (like chair massage at a festival)
Advertising (some things never change)
7. Whats the Budget?
While being creative is most important, as much can be done for free, there is inevitably some investment, and a budget should be set.
8. Whats the Plan of Action?
Here is where the nuts and bolts are put on paper. When you will do what. For example; every Tuesday I will call 10 past clients and offer them a good deal. On Saturday Mornings I will spend 3 hours on the internet looking for potential business clients and events that are coming up in the near future that I can get involved in. You must do this regularly and understand it will become a vital part of your business in order for it to work..but it will!
9. How do you Track if it Works?
It is important to have a way to track your progress. As per above, having goals and a system to prove if things are working is important for encouragement and proof that things are working. If they are not, maybe you have to rethink your strategy? This will keep you focused also.
Track which strategies yield the most new customers, which ones yield the most regular customers, how much money each strategy earned for money spent etc.
Remember to keep at it, and keep checking what works. It is you desire to reach your Goal that will drive you on and bring you success, knowledge, confidence and abilityno really, it will, just ask Richard Branson!
Massage Beds & Educational information from www.zenthings.com
Barry Walsh is author of this article on Massage Marketing. Find more information about Getting Clients here.
