Social media is doubtlessly your greatest power-player with regards to advertising and marketing your therapeutic massage enterprise. Not solely are social media platforms free to make use of, they permit you the power to attach with the plenty immediately—however are your socials serving to you develop your corporation or are they protecting you invisible?
On the subject of leveraging social media to flood your corporation with revenue from these perfect-for-you purchasers, all of it comes right down to technique—and some tweaks. After evaluating hundreds of social media accounts, I’ve seen the identical errors many times. Model-new therapists and people who have been within the business for many years are successfully invisible to the individuals they’re hoping to succeed in.
Some accounts are in dire want of a whole makeover whereas others may tremendously profit from just a few easy shifts. It doesn’t matter what stage of correction and updating are needed, you possibly can simply rework your socials from certainly one of invisibility to at least one that showcases you as a robust authority on therapeutic massage and bodywork.
Let’s take an in-depth take a look at the commonest classes the place you is likely to be stalling your development potential: branding; your cowl and profile images; your about part and bio; and your each day posts, together with availability, reductions and offers.
Your Social Media Makeover: Branding
Branding is the inspiration of your corporation’s picture, with the aim of making fast visible recognition of your corporation. It’s a highly effective power in making a cohesive feel and appear that connects your content material—and also you—to therapeutic massage, and extra particularly, the aim of your corporation.
Whenever you consider a purple bull’s-eye, you nearly actually consider the mega-retailer, Goal. Likewise, a swoosh instantly brings the shoe large, NIKE, to thoughts. And the Golden Arches? Not solely do you image McDonald’s, you possibly can all however style it. These instantly recognizable logos are supported by highly effective branding.
Branding isn’t only for supersized companies. Solo practices, therapeutic massage collectives and enormous clinics can all profit from the ability of branding. Get artistic, however ensure your emblem, the colours and fonts you select, and the images and designs you create constantly characterize the what and why of your corporation.
Growing your model must be a well-thought-out journey that takes you to each nook and cranny of your corporation. Listed here are two of an important components that must be thought-about:
• Your favourite colours and the which means behind every one. How does that help the kind of work you do? For instance, purple is understood to be intently linked with energy, violence, love, and keenness. It could actually elevate blood strain and respiration charges.
On the earth of therapeutic massage and bodywork, you may wish to present highly effective outcomes, but additionally work to scale back the inherent energy differential between you and your consumer. The considered a violent therapeutic massage appears absurd, however one stuffed with love also can convey on issues of its personal.
You is likely to be passionate in regards to the work you do, however feeling passionate a couple of consumer (or a consumer feeling captivated with you) crosses moral boundaries. Though purple could also be your most favourite coloration of all time, it’s in all probability finest if it’s not the first coloration in your branding.
• The fonts you select must also circulation with the kind of work you supply. Do you observe predominately scientific work the place strokes are unbiased or is your focus extra on modalities the place strokes are repeatedly flowing? Are you a heavy-pressure therapist or do you like to work on the lighter facet?
No matter means you select to supply therapeutic massage and bodywork to your purchasers must be mirrored within the fonts you select. For instance, a observe that may be very scientific in focus can be higher represented by commonplace, straighter fonts equivalent to what you might be at the moment seeing on this web page. In case your area of interest is Hawaiian Lomi Lomi, a curvier font the place every letter flows into the following is a greater illustration of the circulation of your strokes.
Your Social Media Makeover: Cowl and Profile Photographs
Photographs are a right away visible validator for potential purchasers and must be chosen with care. Your profile photograph will likely be hooked up to each submit in addition to in messages, reinforcing the connection of you with your corporation. When selecting a photograph, go for one which reveals you smiling immediately on the digital camera. Each time somebody sees it, they may really feel you’re looking immediately at them.
• Cowl images act as your digital billboard. Be sure to are utilizing that house correctly! A photograph of you engaged on a consumer or one which showcases your skilled therapy room will go a protracted option to making a possible consumer really feel snug and begin constructing belief in your professionalism.
Professional tip: Match your shirt to your model colours to proceed that cohesive really feel.
Your Social Media Makeover: The “About” Part and Bio
About part/bio: This is without doubt one of the most underused areas I see when evaluating socials. Your about part and bio are the place you will have a possibility to obviously talk the aim of your corporation and precisely why you’re your best option for potential purchasers.
• Leverage the ability of those areas by filling them with content material that showcases the issues you resolve, your distinctive promoting level, and what somebody can count on by saying “sure” to working with you.
• Merely itemizing your service menu and costs isn’t probably the most useful use of those areas as a result of potential purchasers must develop a stage of belief in your skill to resolve their issues earlier than trying to decide on which service—or value level—is finest for them.
• You should definitely embody hyperlinks to your web site and different social media accounts.
Your Social Media Makeover: Each day Content material
Now that we’ve got taken an in-depth take a look at the foundational points of your socials, let’s get into the each day content material. Whereas the about part and bio are probably the most underused areas, the timeline content material is probably the most misused, resulting in lackluster conversions and protecting you invisible.
The content material you submit is all about connecting along with your perfect purchasers in a means that builds belief and will get them emotionally linked with the outcomes you’re promoting. However so many therapists are lacking the mark by filling their socials with junk that doesn’t flip these lurkers into profitable purchasers. So what are the commonest errors I see, and how will you change it up and leverage the worth of this house?
Availability posts are tremendous widespread, however truly work to scale back belief and have a tendency to push potential purchasers away from your corporation. The reality is, while you promote a lot of openings in your schedule, somebody who has by no means labored with you is probably going weighing all of that towards how “good” or competent you might be as a therapist. It’s straightforward for non-massage therapists to imagine you might be new or under-skilled, making you much less interesting to schedule with.
Typically it may be acceptable and profitable to submit just a few openings, however you want to take action extra randomly. As a substitute of posting a full record of your accessible appointments each Sunday for the week forward, differ it by posting on completely different days and skipping some weeks.
By no means submit your full availability; select one to 3 particular openings as an alternative. This retains your present and potential purchasers and creates extra of an urgency to e-book. Posting on the similar time every week trains individuals to attend till the final minute to schedule their periods, leaving you with unpredictable revenue fluctuations.
Your Social Media Makeover: Reductions and Offers
“Deal of the day” posts are much less widespread, however nonetheless problematic in that they practice individuals to attend till the day-of to schedule, hoping they may rating a less expensive session. This reduces your probabilities of filling your schedule and filling your checking account. It additionally trains purchasers to concentrate on the worth of your companies somewhat than the highly effective outcomes you possibly can present them. Some recommendations on reductions:
• Ditch offers of the day and define a method that means that you can leverage seasonal choices or just concentrate on creating content material your viewers can emotionally join with. Present them how you’re the problem-solver they want.
• Low cost posts fall in keeping with deal of the day posts. Coaching your purchasers to concentrate on value will all the time push them to hunt out cheaper companies and negotiate “offers” with you.
• Reductions don’t fill your schedule with perfect-for-you purchasers, so skip them totally.
Content material that doesn’t help your model or the purchasers you wish to do enterprise with waters down what your corporation is all about and confuses purchasers in your message. That is such a easy mistake, however has a big impact on a possible consumer’s resolution to share their hard-earned cash with you. Creating content material your viewers cares about will seize their consideration and maintain them engaged. Keep away from sharing recipes, political content material and even these super-cute kitten images. As a substitute, create highly effective posts that talk to the issues you resolve to your purchasers.
Have interaction with Your Viewers
Social media is usually a profitable advertising and marketing software if you understand how to maximise its potential. (A method to take action is by taking free coaching from Meta, Fb’s dad or mum firm, to find out about advertising and marketing on Fb, Messenger, Instagram and WhatsApp.)
Begin by giving every of your social platforms an intensive analysis and trash something that doesn’t match throughout the classes above. Then begin filling them up with content material your viewers can emotionally join with and wish to have interaction with.
Whenever you maintain your focus squarely on the aim of your corporation, you’ll by no means be invisible to the people who find themselves excellent for you.
In regards to the Writer
Melinda Hastings, LMT, BCTMB, MTI, has practiced therapeutic massage remedy since 1996. She holds energetic licenses in Washington and Texas, and can be a Texas Therapeutic massage Remedy Teacher. She is a Nationally Authorized Persevering with Schooling Supplier by the Nationwide Certification Board for Therapeutic Therapeutic massage & Bodywork.