Online Marketing for Massage Therapists
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AMTA-CA Chapter. April 27, 2014 Sponsored by Massamio.com Quote attribution not in slide: Marketing is 'Authentically connecting with the community you want to serve' - Brooke Thomas http://www.practiceabundancecourse.com/practice-building-101/
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Online Marketing for Massage Therapists
- 1. Online Marketing for massage therapists Allissa Haines Naomi Oliviae
- 2. What we’ll cover The Basics •Why massage therapists should be online •How to keep branding consistent •What’s in a website or profile listing •Email marketing •Social media •How to get organized & be effective online resources here: http://goo.gl/WEQYDN
- 3. marketing “Authentically connecting with the community you want to serve.”
- 4. Why be online? •Google responds to over 1 billion searches daily ! • Yelp has 78 million users, 30 million reviews The internet is the new phone book
- 5. Why be online? Clients and potential clients are there • 216 million email users in US • 1.19 billion monthly Facebook • 277 million LinkedIn users
- 6. Why be online? To control your reputation • Active online presence ensures potential clients will see who you really are
- 7. Why be online? The digital handshake • this is your first (and sometimes only) impression
- 8. Why be online? Permission-based marketing • Opt in • Ethical • Cost Effective • Ideal clients
- 9. Why be online? Extreme & effective word of mouth • Your clients become public advocates and mavens
- 10. Why Be Online? Because it works! • Online search has replaced the phone book • Clients and potential clients are there • Control your reputation • Utilize permission based marketing • Harness word of mouth online ! ! !
- 11. Where should you be? Not everywhere • where are your ideal clients? • what is manageable for you? • what is FUN for you ! ! !
- 13. What is Branding? Reputation The image, idea, and personality of a business. • Logo & pictures • Design esthetic of web presence & printed materials • Style of speech & wording
- 14. What is Branding? Great branding will get your business • recognized • trusted Reputation
- 15. Logo & Color Scheme Make decisions Choose a logo and a color scheme that accurately reflects the style and personality of your business, and stick with it in ALL your materials.
- 16. Factors to consider • Colors & the feelings they reflect ! ! Logo & Color Scheme
- 17. Factors to consider • Consistent with the ‘feel’ of your work ! ! Logo & Color Scheme
- 18. Logo & Color Scheme Make it yours
- 19. Logo & Color Scheme Make it yours
- 20. Use it everywhere Logo & Color Scheme
- 21. Use it offline, too! Logo & Color Scheme
- 22. Professional Headshot Logo & Color Scheme Real people trust real people ! • Look like you • Use a professional photographer ! Use it everywhere!
- 23. Logo & Color Scheme Be consistent • In tone • Personality • Color • Logo & headshot
- 24. components of online presence The Big Three • Website (or listing) • Email marketing • Social media
- 25. Anatomy of a website Naomi Oliviae
- 27. What is A blog? Tool to educate your clients • Be a resource and solve their problems • Teach people why and how massage is great
- 28. Why Blog? Become a trusted resource Show off what you know, and that you care.
- 29. Why Blog? Draw in your Ideal Clients • Show some Personality • Topics that your ideal clients care about
- 30. Why Blog? Search Engine Optimization Google loves content that is • new • useful • interesting !
- 31. on the go marketing tool Easy way to be a resource
- 32. Blogging myths Writing skills You don’t have to be Hemingway • text • images • video • audio
- 33. Blogging myths Frequency You do NOT have to post every day ! !
- 34. How to find content It’s everywhere FAQ Office policy Techniques Self Care
- 35. The three c approach Client, Call to Action, Connection
- 36. The three c approach Client Who am I writing for?
- 37. The three c approach Call to Action What’s the Goal? • Schedule an appointment • Buy a Gift Certificate • Learn something
- 38. The three c approach Connection How should they follow through? ! Provide the necessary information, links and tools
- 39. Progress, Not Perfection Finished is better than perfect Get help!
- 40. Promote your post Share it all over Social networks Emails
- 41. Schedule it Put it in the calendar Consistent • pick a schedule that works for you • stick with it! !
- 43. why use email? It works • Better response rates than direct mail (1-2% vs 20-30%) • Measurable • Cost effective • 77% of consumers prefer it • Mobile
- 44. types of email Transactional (individual) • Receipts • Confirmations • Appointment- making • Follow-up
- 45. types of email Bulk • Newsletters • Updates & special Offers
- 46. Transactional email Must haves • Proper name set in email settings • Email signature • No fancy formatting
- 47. Transactional email Etiquette • Greet and close • Use abbreviations sparingly • Avoid jargon • Make the subject field match the content !
- 48. Bulk email Identical content to many recipients • Newsletters • Updates and special offers • Last minute appointments
- 49. Using a service Following the rules CAN-SPAM Act • correct from/reply to • mailing address • opt-out/ unsubscribe ! Improved deliverability Looks better!
- 50. Getting Started It’s not that hard! What goes in an email? Subscription box on website Customizing a welcome email
- 51. Anatomy of an email The header • ‘From’ address • Use a clear name, (person) • Subject line reflects content • 50 characters or less • Avoid spam triggers
- 52. Anatomy of an email Sharable & attractive • Social sharing buttons • Branding • Logo & colors
- 53. Anatomy of an email Call to action What do you want the reader to do?
- 54. Adding A Subscription Box Let ‘em sign up! Website Social media
- 55. Welcome email A virtual handshake Set expectations Invite to communicate What makes me special? Cement branding in the subscriber’s memory
- 56. Types of emails Variety • Inform & educate • Encourage appointment bookings • Encourage gift certificate sales • Welcome • Newsletters • Single offer/special • Last minute appointments
- 57. Building a list By permission only Email addresses (the people behind them) should be treated like relationships. ! Don’t abuse them.
- 58. Building a list Current & previous clients Intake forms • Send an opt-in (feeler)
- 59. Building a list Recruiting potential clients While doing public gigs • Subscription contest (fishbowl)
- 60. Schedule it Get organized • Clarify the purpose of your emails • Create goals & how you’ll measure success • Determine Frequency (what will REALLY work for you?)
- 61. embrace the learning curve Pace yourself • You WILL mess up • Your clients & potential clients will still love you • Use the resources and free tutorials
- 64. Allissa Haines social media overview
- 65. social media is here to stay It will change and evolve But social media (and all marketing) will always be about relationships
- 66. why use social media? Your clients are there •116 million Facebook users •21.4 million LinkedIn users •200 million active Twitter users •1 billion YouTube users • 70 million Pinterest users • 340 million G+ users
- 67. find your chapter on social media
- 68. Social Media starter tips Keep your branding consistent
- 69. Social Media starter tips Be a human being
- 70. Show up Social Media starter tips
- 71. Share and promote others Social Media starter tips
- 72. Social Media starter tips Say ‘thank you’
- 73. Social media strategy Where should you be? • Consider your Ideal Clients & be where they are • Choose places that work best for you
- 74. Social media strategy What to post? Consider your Ideal Clients Post within their interests
- 75. Personality & branding Be a little more ‘you’
- 76. Social media strategy Goals and progress Schedule it Create goals & measure progress Is it worth your time? Repeat what works, eliminate what doesn’t www.massamio.com
- 79. What is linkedin? Business-oriented social networking site • exchange information, ideas and opportunities • connect with referral partners • dynamic resumé
- 80. What is linkedin? Profiles, company pages & groups • 277 million LinkedIn Users • Average household income is above $83k • Double the growth of Twitter & FB
- 88. What is Google+? Google’s social network • socialize • entertain • share stories and ideas
- 89. Why be on google+? ! www.massamio.com Google rewards you • all social media activity, especially G+
- 90. profiles Profiles are for people
- 91. Pages Pages are for businesses
- 92. Places Get on the map
- 93. What to post? Useful information
- 94. What to post? Interesting information
- 98. What is Twitter? 140 character microblogging • socialize • entertain • share stories and ideas
- 99. Why be on twitter? ! SEO
- 100. Branding Why be on twitter?
- 101. Why be on twitter? ! Trust & Authority
- 102. Why be on twitter? ! Connect
- 103. searches & Hashtags
- 104. What to post? Interesting & useful information
- 107. What is Youtube? User created video sharing • educate • socialize • entertain • share stories and ideas
- 108. Why be on youtube? ! SEO ! • More than 1 billion unique users visit YouTube each month !
- 109. Why be on youtube? ! Branding & Familiarity !
- 110. Why be on youtube? ! Share !
- 111. Why be on youtube? ! Trust & Authority
- 112. What to post? Interesting & useful information
- 115. Allissa Haines location based social media
- 116. People are mobile And they’re carrying smartphones
- 117. People like to share And they’re carrying smartphones
- 118. FourSquare Check in
- 119. FourSquare Check in • Users get competitive
- 121. FourSquare Check in • Business info
- 123. FaceBook Check in
- 124. Google+ Check in
- 125. Let People Share the love
- 126. Allissa Haines Review & Referral sites
- 127. Yelp
- 128. Angie’s List
- 132. creating a marketing calendar
- 133. creating a marketing calendar
- 134. use tools demos!
- 135. Interact Warning! • You can't just set it & forget it. • Schedule posts • Pop in daily • Share timely posts from referral partners, other local businesses, or sites you clients and potential clients will appreciate
- 136. linking accounts Sometimes it works, sometimes it flops • Be mindful of how platforms interact, and their limitations. • Better to be truly active in one platform, than to look like a non-interacting bullhorn in several.
- 138. it’s all about relationships Massage therapists are really good at those! •Great 1st impressions •Genuine connection •Educating vs selling •Interacting vs broadcasting