As a touch therapist, you understand the benefits of massage for all sorts of clients, including pregnant women. If you are trained in providing pregnancy massage, how can you make your pregnancy massage practice stand out? Strategic marketing is the answer.
Know Your Baseline
Alissa Boucher, owner of AMB Wellness Solutions in Atlanta, Georgia, says that the first step to a successful marketing campaign begins with research to determine a baseline. In other words, is your practice location convenient to a large potential client base? If so, you’re ready to craft a plan that promises–and delivers–a unique experience, she says.
“Massage is a different animal than marketing a hairdresser or shoe store. Massage is a personal experience. Clients need to feel comfortable,” Boucher says. “You need to learn how to manage client expectations. Nothing takes the place of a one-on-one experience.”
What is Your Web Presence?
Having your own business website is a necessity these days, according to Boucher. “Be sure that it has SEO (search engine optimization) and links.” In addition to virtual advertising for your services, the site could boost visibility with testimonials. “These are good, but especially effective if they come from a celebrity in the local community, such as a radio or TV host,” Boucher says.
Social media is also key, so plan to blog on sites like Instagram and LinkedIn, Boucher advises. “Getting into these groups gets you noticed,” she notes. “If you use Facebook, keep your business and personal sites separate.”
Facebook and Twitter are most effective for connecting with current clients. Design these social posts with these in mine. This is also a great place to find testimonials, but be sure to ask permission.
Reach Out And Partner
Don’t forget event marketing. Boucher suggests raising visibility by hosting community events at your facility. “Partner with like-minded businesses, such as a vegetarian café. This increases your visibility,” she says. Moms’ groups are another great way to find and network with new clients.
While reaching medical professionals might be more challenging, Boucher recommends offering to do a presentation, such as a lunch-and-learn meeting, where you can explain how your practice can benefit pregnant women, while working in collaboration with obstetricians, midwives, doulas and Lamaze instructors.
“Education is power,” Boucher says. “The more you can do, it will build integrity in your business,” she says.
Partnering with people in similar professions is important as well, she adds. “We do a lot of partnering. It’s important to align with other similar professions to complement your practice and create a constant stream of clients.” She has formed alliances with acupuncturists, nutritionists and personal trainers.
Boucher also knows when to call in experts on marketing to promote her business. “It’s important for a therapist trying to build a business to ask for help,” Boucher says. “Outsourcing marketing allows me to grow my practice and treat clients.”
As for print media, Boucher calls this outlet antiquated due to the prevalence of mobile phones, which make it quick and easy to access information. However, she points out that the return on investment for direct mail has gone up because it has become more targeted marketing. “Companies use algorithms and rent targeted lists,” she says.
Word of Mouth
Boucher points out that one of the most efficient marketing strategies still remains word-of-mouth. “Clients talk and can help drive your business,” she says. “Every time new moms get together for lunch they talk about their experiences.” By providing a massage that meets–or exceeds–their expectations, you’ve created an opportunity to showcase your practice.