Position Yourself as a Massage Expert, Part 5
Do you follow the latest massage trade journals, study new techniques, and notice what works and what doesn’t in your sessions?
Are you passionate about massage but hesitant to share that passion with others?
Are your massage skills and knowledge widely known—or are you a well-kept secret?
One of the best ways to build a reputation as an expert is to be genuinely helpful by sharing the knowledge you have. You can look at the massage professionals I interviewed for this Business Tips series to see this in action:
- Harriet Lanka of Align Spa has attracted an audience of more than 1,300 on her Facebook page by sharing everything from mini anatomy lessons to local restaurant recommendations.
- Helena Teply-Figman of Hummingbird Bodyworks shares videos like this one on her blog to give her clients quick self-massage tips.
- Gibby Booth of Pioneer Valley Pain Relief Therapies has a full page on her website educating her clients about myofascial release.
Here are five ways you can share your knowledge to establish and build your credibility as a massage expert.
Not everyone has the time or desire to write regularly, but if you have helpful tips, opinions and advice to share, a blog can be a good way to get that information out into the world. Be sure to craft a clear call to action—a simple, clear statement that tells the reader what you want her to do next—at the bottom of each blog post.
Whether it’s a link to your online appointment scheduler, an invitation to connect on your favorite social media platform, or a request to sign up for your email newsletter, make sure readers know how they can learn more about you if they read and liked what you had to say. Share your blog posts on social media, in your email newsletters and when clients or potential clients ask questions about a topic you’ve written on.
2. Send an Email Newsletter
It can be easier to build relationships with clients via email; your communication will land right in their inboxes, which is more intimate than a blog. A newsletter can be a powerful, direct line of communication to those who are interested in you and your work. Consistently sending a short newsletter once a month is usually enough to build and keep a relationship over time.
Your newsletter can include recent blog posts, tips for relaxation and stress management, gift guides, information about your current deals and discounts, an inspirational quote, a beautiful photo, or even a roundup of links to articles others have written that you find interesting and that have relevance to your clients. Include a clear link to your online appointment scheduling calendar, as well as your contact information.
3. Give Handouts
Want to impress your clients? After their session, offer them a printed handout containing tips on how to make the benefits of massage last longer and educational material about other wellness services that might help them. Consider adding a personal note or customized recommendations to let them know you were thinking of them personally.
4. Shine on Social Media
Simply creating a social media account for your business isn’t enough. Be sure to actually talk with people. Ask questions; offer suggestions; join groups; be real.
Choose one platform—Facebook, Instagram, Pinterest, or whichever your ideal clients use most—to focus on, and post a mix of your own content, such as blog posts, images with quotes on them, questions to jump-start discussion, helpful health tips, or products you sell in your practice. Share relevant articles posted by complementary businesses, too.
Link to your website or online scheduling calendar from your social media profile—and don’t be shy about periodically announcing openings in your schedule. If you get a customer service inquiry, reply promptly and with as much helpful information as you can.
5. Refer to Other Massage Experts
When it makes sense, happily refer potential clients to other massage therapists. This may seem counterproductive, but true massage experts know who they can best help and who they cannot. If you’re not the best fit, referring to a therapist who may be will be appreciated and remembered.
Massage Experts Share Freely
It’s important to note that genuine knowledge sharing requires a marketing mindset shift. When you share knowledge, your goal is not to promote your services—it’s simply to be of help and show your enthusiasm for what you do. If you believe in what you do and share the knowledge you have, the right clients will seek you out.
If you’ve followed along with this Business Tips series, you may feel more than a little overwhelmed with all the new things on your business to-do list. You don’t have to do them all. Go with your natural strengths and choose just one of these areas to focus on first:
- If you’re comfortable with new technology, start a website.
- If you have great client stories, share that social proof.
- If you’re passionate about a certain modality or client type, choose a specialty.
- If you’ve always liked to write, start a blog or newsletter and share your knowledge with clients and potential clients.
Creating, developing and growing your own personal brand is a process. It takes work and time, but if you truly love what you do, you’ll find energy in the doing.
Connie Holen is a Web and graphic designer at PixalityDesign.com. She specializes in creating clean, modern and easy-to-manage websites for small businesses and professionals in the wellness and fitness industries.