Today, let’s talk about the best way to market your massage practice.
On any day, in any Facebook group, or business-based collection of people, this question will undoubtedly be asked…“What’s the best way to market?” or “How do I get clients?”
Give it just a few minutes and you’ll see a plethora of answers. Word of mouth! Facebook ads! Join a BNI group! Yelp! Google ads! Instagram! Events! And whatever else works for people from all walks of life, with all kinds of different practices, in all kinds of different locations, and all sorts of different clienteles. None of these are the answer you’re really looking for.
Instead, I want you to ask yourself three questions…
Who is my ideal client?
Where are they?
What will I do to get them?
So first, who is your ideal client. There’s a lot to this and I’ve done some videos in the past about it, so I won’t beat a dead horse here. However, you need to figure out who you want as a client. What type of person you want to work with, what type of problems you want to address, those sorts of things. Go back and watch some of those videos on the subject. I’ll link to them in the description.
Then, where are they? Where do they spend their time? Is it on social media? Is it at local businesses? Is it using Yelp or Google? Where do they go to find a solution to their problem? Figure this out so you’ll know where to be…that’s how you figure out what the best marketing is for YOUR business.
And lastly, and this is crucial…what will you do to get them? What I mean by this, is are you willing to go there, to do the things that need to be done to reach those clients. If it’s social media, are you willing to put in the time and effort to learn it and implement it fully to be successful? Or are you going to half-ass it because you don’t really like social media, or you’re not willing to learn about the nuances to using it for marketing, and then complain that social media marketing just doesn’t work? If it’s word of mouth, are you going to piece together a networking and referral plan and pound the pavement to get the word out to your community about your business? Are you going to learn the strategies of how to use events to get clients? Are you going to reach out to people as they pass with the right balance of confidence and encouragement, without being pushy?
This is what it boils down to…what type of marketing are you willing to do. And I know a lot of you right now are thinking “I’ll do whatever it takes to build my business” but then you won’t. You’ll pretend to. You’ll tell yourself you did. But when it comes down to the nitty gritty, will you learn and implement those strategies, or will you just throw money at it a time or two and call it quits? Because that’s far-too-often what I see.
“I tried a dozen events, but never saw the first client from it.”
Well, are your ideal clients frequenting events at all, much less those particular events. Or were you attending as a vendor just because there were a bunch of people there in general, with no real thought on the ratio of those who fit your kind of business? Did you sit by your massage chair waiting for people to take the initiative to stop and ask? Or did you reach out to stop people to learn about their issues, educate them about what you do and how it can help them, and then show them?
Or how about “I tried Facebook ads, but they don’t work.”
Again, are your ideal clients on Facebook frequently? How many ads did you run? What was your target audience? What was your offer? What sort of image and copy did you use? How much money did you spend on it? Did you do some testing and tweaking as it went? How long did you run your ad for? There’s so many nuances to this it’s ridiculous.
I’m not trying to say you’re doing everything wrong, or that it’s absolutely your fault, or that all types of marketing should work for you if you just do more of it or work harder at it. That’s not at all what I’m saying here. Because there are forms of marketing that will not work for your business…period. But no one can tell you exactly what that is for your practice except for you, either from doing the research and analysis of your audience and your area, and/or from trial and error.
Answer those three questions. Identify your ideal client, do the research to know where they’re at and how to get in front of them, and then determine if you’re truly willing to do the work to be there. To learn all those nuances and tidbits to make your marketing efforts effective.
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