online marketing for massage therapists
DESCRIPTION
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/TRANSCRIPT
Online Marketing for massage therapists
Allissa Haines Naomi Oliviae
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
marketing
“Authentically connecting with the community you want to serve.”
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
Why be online?
Clients and potential clients are there
• 216 million email users in US • 1.19 billion monthly Facebook • 277 million LinkedIn users
Why be online?
To control your reputation
• Active online presence ensures potential clients will see who you really are
Why be online?
The digital handshake
• this is your first (and sometimes only) impression
Why be online?
Permission-based marketing
• Opt in • Ethical • Cost Effective • Ideal clients
Why be online?
Extreme & effective word of mouth
• Your clients become public advocates and mavens
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 !!!
Where should you be?
Not everywhere
• where are your ideal clients? • what is manageable for you? • what is FUN for you !!!
Allissa Haines
Consistent Branding
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
What is Branding?
Great branding will get your business • recognized • trusted
Reputation
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.
Factors to consider
• Colors & the feelings they reflect !!
Logo & Color Scheme
Factors to consider
• Consistent with the ‘feel’ of your work !!
Logo & Color Scheme
Logo & Color Scheme
Make it yours
Logo & Color Scheme
Make it yours
Use it everywhere
Logo & Color Scheme
Use it offline, too!
Logo & Color Scheme
Professional Headshot
Logo & Color Scheme
Real people trust real people !• Look like you • Use a professional photographer !Use it everywhere!
Logo & Color Scheme
Be consistent
• In tone • Personality • Color • Logo & headshot
components of online presence
The Big Three
• Website (or listing) • Email marketing • Social media
Anatomy of a website
Naomi Oliviae
Allissa Haines
Business Blogging
What is A blog?
Tool to educate your clients
• Be a resource and solve their problems • Teach people why and how massage is great
Why Blog?
Become a trusted resource
Show off what you know, and that you care.
Why Blog?
Draw in your Ideal Clients
• Show some Personality • Topics that your ideal clients
care about
Why Blog?
Search Engine Optimization
Google loves content that is • new • useful • interesting !
on the go marketing tool
Easy way to be a resource
Blogging myths
Writing skills
You don’t have to be Hemingway • text • images • video • audio
Blogging myths
Frequency
You do NOT have to post every day !!
How to find content
It’s everywhereFAQ Office policy Techniques Self Care
The three c approach
Client, Call to Action, Connection
The three c approach
Client
Who am I writing for?
The three c approach
Call to Action
What’s the Goal? • Schedule an appointment • Buy a Gift Certificate • Learn something
The three c approach
Connection How should they follow through? !Provide the necessary information, links and tools
Progress, Not Perfection
Finished is better than perfect
Get help!
Promote your post
Share it all over Social networks Emails
Schedule it
Put it in the calendarConsistent • pick a schedule that
works for you • stick with it! !
Allissa Haines
email marketing
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
types of email
Transactional (individual)
• Receipts • Confirmations • Appointment-
making • Follow-up
types of email
Bulk
• Newsletters • Updates & special Offers
Transactional email
Must haves
• Proper name set in email settings • Email signature • No fancy formatting
Transactional email
Etiquette
• Greet and close • Use abbreviations sparingly • Avoid jargon • Make the subject field match the content !
Bulk email
Identical content to many recipients
• Newsletters • Updates and special offers • Last minute appointments
Using a service
Following the rules
CAN-SPAM Act • correct from/reply to • mailing address • opt-out/ unsubscribe
!Improved deliverability Looks better!
Getting Started
It’s not that hard!
What goes in an email? Subscription box on website Customizing a welcome email
Anatomy of an email
The header
• ‘From’ address • Use a clear name, (person) • Subject line reflects content • 50 characters or less • Avoid spam triggers
Anatomy of an email
Sharable & attractive
• Social sharing buttons • Branding • Logo & colors
Anatomy of an email
Call to action
What do you want the reader to do?
Adding A Subscription Box
Let ‘em sign up!
Website Social media
Welcome email
A virtual handshake
Set expectations Invite to communicate What makes me special? Cement branding in the subscriber’s memory
Types of emails
Variety
• Inform & educate • Encourage appointment bookings • Encourage gift certificate sales • Welcome • Newsletters • Single offer/special • Last minute appointments
Building a list
By permission only
Email addresses (the people behind them) should be treated like relationships. !Don’t abuse them.
Building a list
Current & previous clients
Intake forms • Send an opt-in
(feeler)
Building a list
Recruiting potential clients
While doing public gigs • Subscription contest (fishbowl)
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?)
embrace the learning curve
Pace yourself
• You WILL mess up • Your clients & potential clients will
still love you • Use the resources and free
tutorials
embracing change
Naomi Oliviae
receptionist services
Naomi Oliviae
Allissa Haines
social media overview
social media is here to stay
It will change and evolve
But social media (and all marketing) will always be about relationships
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
find your chapter on social media
Social Media starter tips
Keep your branding consistent
Social Media starter tips
Be a human being
Show up
Social Media starter tips
Share and promote others
Social Media starter tips
Social Media starter tips
Say ‘thank you’
Social media strategy
Where should you be?
• Consider your Ideal Clients & be where they are • Choose places that work best for you
Social media strategy
What to post?
Consider your Ideal Clients Post within their interests
Personality & branding
Be a little more ‘you’
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
Naomi Oliviae
Allissa Haines
What is linkedin?
Business-oriented social networking site
• exchange information, ideas and opportunities • connect with referral partners • dynamic resumé
What is linkedin?
Profiles, company pages & groups
• 277 million LinkedIn Users • Average household income is
above $83k • Double the growth of Twitter & FB
PROFESSIONAL CONNECTIONS
Profiles
PROFESSIONAL CONNECTIONS
Pages
PROFESSIONAL CONNECTIONS
Groups
PROFESSIONAL CONNECTIONS
Recommendations
PROFESSIONAL CONNECTIONS
Recommendations
PROFESSIONAL CONNECTIONS
Sharing information
Allissa Haines
Google+
What is Google+?
Google’s social network
• socialize • entertain • share stories and ideas
Why be on google+?
!
www.massamio.com
Google rewards you
• all social media activity, especially G+
profiles
Profiles are for people
Pages
Pages are for businesses
Places
Get on the map
What to post?
Useful information
What to post?
Interesting information
The Rewards?
Amazing SEO
Have Fun!
Be yourself
Allissa Haines
What is Twitter?
140 character microblogging
• socialize • entertain • share stories and ideas
Why be on twitter?
!
SEO
Branding
Why be on twitter?
Why be on twitter?
!
Trust & Authority
Why be on twitter?
!
Connect
searches & Hashtags
What to post?
Interesting & useful information
Have Fun!
Be yourself
Allissa Haines
youtube
What is Youtube?
User created video sharing
• educate • socialize • entertain • share stories and ideas
Why be on youtube?
!
SEO
!
• More than 1 billion unique users visit YouTube each month
!
Why be on youtube?
!
Branding & Familiarity
!
Why be on youtube?
!
Share
!
Why be on youtube?
!
Trust & Authority
What to post?
Interesting & useful information
Have Fun!
Be yourself
Naomi Oliviae
Allissa Haines
location based social media
People are mobile
And they’re carrying smartphones
People like to share
And they’re carrying smartphones
FourSquare
Check in
FourSquare
Check in
• Users get competitive
FourSquare
Check in
• Specials
FourSquare
Check in
• Business info
FourSquare
Check in
• Tips
Check in
Google+
Check in
Let People Share the love
Allissa Haines
Review & Referral sites
Yelp
Angie’s List
Allissa Haines
Group discounts
Groupon
•living social •whofish
Allissa Haines
Getting organized
creating a marketing calendar
creating a marketing calendar
use tools
demos!
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
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.
Allissa Haines
the recap
it’s all about relationships
Massage therapists are really good at those!
•Great 1st impressions •Genuine connection •Educating vs selling •Interacting vs broadcasting
Allissa Haines
freeStyle!