Overcoming Massage Marketing Challenges in the New Year

Many self employed people get really reflective this time of year. Over Christmas and New year it's a great time to think about the past year, what went right, what went wrong and make a plan for the next 12 months.

I was talking to a thinking friend of mine the other day and the seminal work by Napoleon Hill came up.  if you have not read Think and Grow Rich, get a copy and read it!  It is a fascinating read and in my opinion is the foundation for every other self help book written in the past 90 years.

Think and Grow Rich is so good because it lays out a fundamental process for achievement.  It works like this:

• Decide on a goal.
• Envision yourself reaching that goal.
• Build your desire for that outcome until it is burning inside you like a white hot flame.
• Make a plan to get the thing (change along the way as needed).
• Work relentlessly to achieve the thing.

And you WILL get it.  Whatever it is, if you do the list above, you will absolutely get it.  And more.

But I digress...

Let's dive into the real topic of today's blog, which is your planning for the year.  What challenges do you face and how will you overcome them?

Based on working with scores of small businesses and loads of massage and bodywork businesses, here are the things that constantly come up as challenges - here's what we see all the time and some quick tips to overcome them:

1) Standing Out from Your Competitors (especially chains):

With numerous massage therapists and spas in many locales, standing out becomes a significant challenge. Effective branding and unique selling propositions are crucial. Figure out what makes you different.  It could be something as simple as your pre-session routine for clients, or a modality specialty.  But figure it out and make sure your clients know they are getting someone with special attributes.

2) Client Retention:

Keeping clients coming back regularly can be hard, especially if you don't have a coherent plan!  If you have not read and digested the Rebooking Checklist - you should. Get it set up and do it religiously.  Learn how to rebook your massage clients here.

3) Cost-Effective Advertising:

Traditional advertising can be expensive, particularly for small practices or solo therapists. Finding cost-effective marketing channels like social media, local SEO, or Google Ads is vital.  You can try a Facebook/Insta ad on your own, but take some time to watch some how-to videos first.  You CAN waste money.  If you have a few hundred bucks, it may be wisely spent on an expert to get you set up and run your ads for you.

4) Understanding Your Target Audience:

You'd be surprised how many massage therapists don't focus efforts on a particular market.  Figure out who your best clients are, and then make a plan to go after them specifically.  Be it athletes, elderly, specific health issues, whatever.  Think through your ideal client and focus on getting more like them.

5) Time Management:

I was complaining the other day about needing time at my computer.  My daughter looked at me and said, "Um, you're a massage therapist!"  She didn't realize all the things that go into running a business, aside from actual productive work.  The point is, use your time strategically. If you sit down to do something on the computer, make it worthwhile. If you find yourself doom scrolling, you are NOT productive.  Choose how you spend your time wisely.

6) Educating Your Customers:

There's often a lack of understanding about what massage therapy can offer beyond relaxation. Educating potential and existing clients about health benefits is a must.  This is a GREAT entry way into emailing your clients once a week.  Send them an email with information about what you do and ALWAYS frame it terms of how it can help them. 

7) Digital Marketing Skills:

Not all therapists are adept at digital marketing tools like SEO, content creation, or social media management. Learn the basics and if you can, hire for SEO and running Ads.  Social Media, email, and content can (should?) be all you! There is a point when that can be outsourced too, but usually not until you have reached a size when it makes sense.

8) Referral Networks:

Realtors are not the only professionals who need huge networks.  Massage Therapists do too!  Building a network for referrals with doctors, chiropractors, or gyms can be slow and requires consistent effort to maintain relationships. Without these networks, organic growth can be limited.  Make this part of your daily you. 

I am sure I'm missing some challenges that therapists face.  But these are the ones that keep showing up over and over.  

What's going on in your practice?  What are the issues you're facing?  Let us know and maybe we can help!