Rise Above the Noise Level: How to Promote Your Massage Therapy Services

As a massage therapist trying to build a strong client base – or hold onto one you already have – the situation is both particularly good yet challenging. On the positive side, demand for massage therapy services is growing globally. Future Market Insights (FMI) reports that wellness continues to take priority among consumers who are turning to massage therapy services not for relaxation but rather for stress management, mental well-being, and physical health. For them, massage therapy offers therapeutic and restorative benefits to enhance their overall quality of life.[1]

While demand is strong, the marketplace is both diversified and competitive. Half (50 percent) of the marketplace is dominated by big brands such as Massage Envy, Hand & Stone, and Element Massage, who can offer added services such as assisted stretching, aromatherapy, and alternative healing, among others. Smaller boutiques, wellness centers, and independent therapists have 35 percent of the market; and digital-first wellness brands – they include client experiences that may include robotics, AI or augmented or virtual reality -- account for 15 percent of the market.

Because of the highly competitive environment, you need to be highly active in distinguishing yourself among other providers and maintaining high visibility in their marketplace. This involves branding, digital marketing and self-promotion.

 Create brand awareness

Many think that branding is about visual imagery, such as logos and colors. However, branding is much more. It is the identity and personality of a business. Branding, which is key to company promotion, drives the emotional connection between consumers and businesses. Branding also conveys the values and vision of your massage practice. The critical elements that go into developing a brand includes:

·         Brand Personality: If your business were a person, what traits would it have? That is how to look at brand personality. Brand personality, which is key to company promotion, can be sophisticated, homey, ultra-modern, or chic, you decide.  Whatever your brand, be sure it resonates with your customer base. If your customers are among the boomer generation, ultra-modern or tech might not appeal. Your brand must elicit a positive emotional response from your customers, not turn them away.

·         Brand Identity: Brand identity involves the visible elements of your brand. Among these are the logo design, color palette, typography, messaging, tone, and overall visual identity. When it comes to brand identity, all your marketing materials should be consistent to ensure brand recognition.

·         Brand Vision and Values: Customers want to know the story behind the launch of your business and plans.  Your brand vision should reflect your company’s mission and values and it should be the foundation for the growth of your business.

·         Brand Positioning/Unique Selling Proposition: Positioning your brand is essential to company promotion. It establishes your uniqueness, setting your business apart from the competition. Positioning distinguishes your scope of services, quality, experience, and value. You want to identify and highlight your unique selling proposition (USP).

Digital marketing

Your online presence is a critical part of your company promotion strategy to engage with clients and prospects. As you review your digital marketing strategy, keep in mind that your website needs to be at the heart of your company promotion campaign. In addition to making sure that your site is visually appealing, easily searchable, and strongly conveys your brand and positioning, you will want to include relevant, educational and engaging content to draw and keep visitors to your site.  You might want to start your own blog, feature videos of your treatments, include appealing photos of retail products and boldly feature special, discounts and seasonal offerings.

Other components of your digital marketing campaign should include:

·         Online reviews: Online reviews are important because they let you know what areas of your massage practice may need improvement. By monitoring reviews, you learn what customers are seeking from your products and services and how well you meet their expectations.

·         Enable online bookings: Today there is a wide range of offerings for online booking software, many of them that are cloud-based – that is, you do not need to acquire any software to run on your computers. You access the booking software from a browser and pay a subscription fee, which varies between providers. Some of the offerings start out as a free trial so you can decide if you are satisfied with the service before you buy.

·         Email marketing: Email marketing is a powerful way to reach consumers with messages about your treatments, retail offerings, special promotions, and loyalty programs. Just make sure you get permission. No one likes spam.

·         Social media: Social media is essential to company promotion in today’s marketing world. Through social media, you can invite prospects and clients into your massage studio virtually by posting pictures and videos of treatments.

·         Search engines: Use local search marketing to rank higher in search engines. Search marketing includes both search engine optimization (SEO) in which web content (web sites, videos, and other content) is shown and ranked based on what the search engine considers most relevant to users. Search marketing also involves pay-per-click advertising (PPC) or cost-per-click (CPC)).

·         Directories: Be sure to be included in online business directories to make it easier for prospects to find you. Make sure that your business information is up to date.

·         Distribute a newsletter: As part of company promotion, a monthly or bi-monthly newsletter that talks about your latest service offerings is a wonderful way to let clients and prospects know what you provide and what sets your massage practice apart from others. Try to include testimonial quotes from clients to give even more credibility to your skills and expertise. The newsletter can also feature special treatments you are offering as well as retail promotions. Included in the newsletter is your support for charitable organizations your massage practice is involved in.

Do not be shy about touting your achievements

There are perfectly acceptable ways to make clients and prospects aware of your skills and accomplishments to instill confidence in your massage practice. In fact, most clients expect some measure of self-promotion because it confirms their good judgement about working with you. Consider the following self-promotion ideas:

·         Author a book or an article: You have expertise so why not share it? You can easily produce an e-book these days on types of massage or skin treatments and their value. Your book can include tips on home skin care and good health practices. An alternative to an e-book could be an article that you submit to a health or women’s magazine. Once the article is published, include a PDF or link to an online version on your website and promote the article on your social media pages.

·         Speak at a conference: Another example of positive self-promotion is to participate in a panel or conduct a seminar at a trade show or conference. Let your clients and prospects and business associates know about your participation via email and social media posts. Even after the conference, you can post a YouTube video of your presentation and provide your followers with a link to highlight your expertise.

·         Promote an award: There are probably several small business awards programs in your community. Entering your massage practice is an effective way to highlight your talents and business achievements. If you win, highlight the award in your establishment, send out a press release to local business editors, and promote the award on your social media channels.

·         Spread the news: Anytime you do something unique and newsworthy – expand your business; offer a service targeted to a special need or tied to a holiday; or partner with another company, trade group or not for profit organization – let local media know about it through a press release or call to the appropriate editor or broadcaster.

·         Start a discussion on social media channels: Also, among self-promotion ideas is to highlight your knowledge and expertise by starting a discussion on a social media channel. If you have a topic that you particularly want to promote, post your comment, and ask others for input. Do not be shy about your accomplishments and know how. Letting your marketplace know about what is going on at your massage practice and sharing your knowledge increases your visibility and credibility and attracts more clients.

Promotion leads to profitability. The more people who know you and know why you are different from the competition, the more clients with needs particular to your expertise will seek out your services.