It’s a common question I see floated around; something to the effect of “A client…
As we close out 2019, I wanted to help finish the year by giving you a little tip for moving forward into 2020. Stop with all the nonsense marketing tricks and go back to the basics.
I don’t know about you, but I get bombarded daily with ads for whoever the next “greatest business expert” is that can pay for a Facebook ad. It’s all about funnels and you’re a badass goddess and secret formulas and God only knows what other crap I can’t even bother to read anymore. And I know it’s easy to go down the rabbit hole of all that as they promise you clients and this or that. But look at what’s practical for your business instead of what the next, newest, greatest marketing tactic is. How have businesses been ran and succeeded for centuries before this digital era?
Don’t get me wrong, digital marketing is wonderful – Facebook ads, freebies, funnels, things like that are great and they for sure serve a lot of businesses well. But let me let you in on a little secret…a lot of these people out here telling you how to do this or that to succeed are getting their info from some digital marketing coach who’s teaching other people how to coach in digital marketing and it’s purely regurgitation of info. Do some basic marketing ideas translate well to almost any industry? Absolutely! But there are many that don’t, and our industry is a unique one. You see, unless your market is already well educated on the benefits of massage, the professionalism of what you do, and things like that, you’re asking them for something almost sacred…their absolute trust. It’s like, after a few years in this industry we forget that we’re asking someone to get naked and lay on a table and let some stranger rub all over them. I know that’s the very unprofessional way to say that, but it’s the truth, and it’s definitely how a lot of your marketing audience sees it. Trust is a major factor for most any person when they’re making a purchasing decision, and asking them to go further than just dropping some of their hard earned money and trusting it will be worth it is asking a lot. So a little freebie on your website is great to educate a client. Your social media pages are great for staying in touch, educating, and keeping the audience aware of your brand. Those funnels can keep you top of mind for a while. And all those things are great, so I’m not saying do away with them all, but please stop going down the rabbit hole of marketing stuff and forgetting the basics. Stop taking advice from coaches who coach coaches to coach coaches to coach coaches. You’re a massage therapist and you have a unique service to sell – your marketing should reflect that.
#1 Don’t ignore old school methods
Digital marketing is great, but old school, boots-to-the-ground kind of methods are just as effective, if not more so. Again, we’re asking someone to put a lot of trust in us, so sometimes that personal interaction at a chair massage event, or in the act of talking to someone and handing them a card, those things can build trust a heck of a lot more effectively and a whole lot faster than some digital marketing efforts. If you’re catering to gym rats, yeah, cool, put out a Facebook ad targeting those people in your area, but why the heck wouldn’t you also set up some events and marketing opportunities to get to know some of these people personally and directly talk to them about what you can help them with?
#2 Consider if your ideal clients fit into the mold of who responds to that sort of marketing
Digital marketing is highly effective, there’s no doubt. But you have to know that your ideal clients are going to be on the receiving end of those marketing efforts and that they respond to that sort of marketing. Let’s face it, we may want to educate clients all day about this or that benefit, but guess what, some people don’t want to be educated, so those methods aren’t going to work for them. They just want to know it’s going to make them feel good and when you have an opening. So before you undertake any marketing tactic, consider who’s on the receiving end of it and if they’ll respond the way you want them to – this is based on your ideal client, not something some marketing guru has told you, ok?
#3 Consider who’s telling you to do what and why
I’m not going to say only get advice from someone inside the industry. There’s a lot of great marketing advice to come from a ton of other sources and they can be tweaked to fit our industry, but please take a look at who that person is and why they tell you to do something a certain way. Is it based on their own experiences? Is it because that’s some “formula” they’ve supposedly figured out is best? Is it backed by some sort of research or known principle? Is it something they learned from another person who’s some guru of whatever? I’ve seen far too many therapists pay out the wazoo for this or that course only to be left feeling like it was a total waste after seeing what was really the big “secret” inside. So definitely learn from others, but just be mindful of what they’re telling you and why. For me, experience and research backed concepts are key. It’s how I learned and built my business and it’s why I give the advice I do.
So before you start down any marketing path, go back to some of the basics and consider this stuff. You’ve got enough to worry about in your business without chasing some golden goose that doesn’t seem to exist once you get in the thick of it.