There is no doubt that social media has completely changed many aspects of doing business…
A lot of people regard social media as free advertising. You can get in front of people without paying out any money, right? I mean, you can run ads, but a lot of people choose to stay solely organic and never run an ad, declaring it as a free means of marketing their massage practice by using a page to reach their audience. That’s great and all….but it ain’t free. It costs in a big way, and if you don’t thoroughly understand that cost, it’s seriously hurting your business. You may not be forking over cash or putting in your credit card info, but you are paying for it. You’re paying with your time. And that time is money.
I want you to take a minute and consider how many hours you’re spending per month on Facebook and Instagram, or whatever other avenues you use. It’s probably a lot. Now, some of that is personal time of course, but I’m talking for your business – anything massage related. And don’t just think about it….Track how much time you’re spending on those sites and apps making posts, scheduling things out, and doing any kind of “research”….this includes all that time you’re educating yourself in those convoluted massage groups where you go down the rabbit hole of random questions and answers and drama, by the way.
And don’t forget to track how much time you’re spending on Canva, or whatever other design software you like, putting together those pretty graphics or videos to post, and all the blogs you’re reading and classes you’re taking to learn more about how to run your social media.
I bet if you wrote down and tracked each of those little chunks of time, you’d see it’s a lot more than you probably thought. And all that time is in fact money.
So let’s do a little math so you can see this for yourself.
Let’s say you’re spending 1 hour each week designing graphics, writing out captions, and then plugging stuff in and scheduling it out into your Facebook and Instagram accounts. This is probably on the super low end and a lot of you are spending a whole lot more time than this, but we’ll go with 1 hour a week and keep these numbers simple just for the sake of an easy example. So that means 4 hours a month.
Now, let’s say your hourly take home pay is $25. That’s hourly take-home, not hourly rate. If you’re not sure of the distinction here and know these numbers for your own business, you need to get familiar with the difference. I just did a quick video on that topic over in our free Facebook group last week, so if you’re not already a member, go join at the link in the description and check that out to learn not only the difference, but why it matters to your bottom line.
Alright, so you spend 4 hours a month on social media, and your take-home rate is $25 an hour. That means you’re spending $100 worth of your time each month on social media. That means you need to get 4 hourly clients per month directly from your social media activity just to break even. You need 5 or more to make any kind of profit on it. Would you take $100 out of your pocket every month to spend on social media given what you’re getting out of it right now? And considering you’re probably spending way more time than that and maybe not seeing any real clients from it, how much money are you really forking over for social media?
If you’re not getting those kinds of bookings from social media, then you’re losing money. Everything you do, both when you fork over your hard earned cash and when you spend your time on anything business related, it has to pay off. Are you seeing enough return on investment here to make it worth your while? For most massage therapists, I’d say absolutely not.
So you’ve got two options…
Either you can just do away with social media OR you can get serious about making it a legitimate marketing strategy instead of a meaningless task that’s costing you money instead of making you money.
Don’t give up just because it’s an option. Build a social media strategy…a real one, not just some random crap posts like you’ve been doing…and implement it for a while. Get to know your numbers, test and tweak, and figure out what works and doesn’t. Then you’ll have a more accurate picture of what you need to do. I mean, I’m not going to tell you that every massage therapist needs to be on social media. Absolutely not. It really isn’t for everyone. Not everyone’s market is going to be on social media and then it really is a waste of time. But it really is an incredibly cost-effective marketing avenue for a lot of massage businesses. You have to figure this out though. Are you going to throw your hands up and declare social media doesn’t work for your business based on DATA or just because you don’t feel like putting in the work it’s going to take to make it successful and cost-effective for your business? That’s on you.
So get to know these numbers and make sure you’re actually making a return on all that investment you’re putting into social media.