Here is where you will find different marketing ideas.
Let’s face it, our world is evolving. With the variety and sophistication of most media services and sites available today, people aren’t reading anymore – they’re watching. This makes video a very powerful tool to market your massage business.
Think of the mouth-watering burgers, the glittering diamonds, and the beautiful dresses that you see on television are making millions for brands who understand the importance of using a visual medium to sell their products. Video marketing gives you an instant advantage over your competitors and can paint a stunning story in a way that text simply cannot.
You only have a few seconds to gain audience attention. With video, it is no different. If done right, it can generate a vast amount of business and increase your money.
Follow these tips for a higher quality video.
Video Marketing Tip #1: Create Engagement
Show the effectiveness of your service with vivid, appealing results. By showcasing these features in a high quality video, viewers will instantly associate your brand with a specific product or service and will connect visual cues like your logo and spokesperson with them as well. The visuals will create instant desire and build credibility among the wholesalers, retail stores, and individuals who need your product – which translates to your next customer!
Video Marketing Tip#2: Highlight the Positives
Take something that might be perceived as a negative and turn it into a positive. Use your
marketing video to clearly and visually highlight the positive attributes of your fashion
or beauty product. For example, show customers how indestructible a large styling tool
can be by filming a demonstration. In just a few seconds they’ll see that it isn’t unwieldy
– but rather it’s a cost-effective option to the smaller, fragile tools on the market. As the
adage goes, they’ll believe it when they see it – and marketing videos allow you to do just
Video Marketing Tip #3: Elicit Desire
Use the power of aesthetics to create desire for your product. A well-produced marketing
video will use beautiful models, the right props, and create the perfect ambiance with
the best lighting and shooting methods. You’ll appeal to your ideal customer and create
desire for your product among people who never knew they needed it. In the fashion and
beauty industries, it is especially crucial to appeal to your audience visually using high
quality production techniques.
1. Deliver important information.
People watch medical web videos to learn more about specific procedures, as well as their benefits and drawbacks. By explaining a procedure, you are positioning yourself as an expert in the field. And, you’re more likely to convert viewers into clients.
2. Show your professional / human side. Medical procedures can be scary, especially if surgery is involved. Present yourself as a professional, compassionate person who understands the patient’s fears. Patients that see this will feel more comfortable calling you for a consultation.
3. Create credibility. By having previous patients vouch for you, your expertise and the way you handled their case in your professional video, you’re creating a referral that can be viewed again and again. Potential patients will relate to your patient’s similar experiences. Introducing staff members onscreen and having them describe you as an expert by talking about your technical skills, professionalism and comforting personality, will establish credibility.
4. Develop an emotion. At some point in your video, tell an anecdote that shows your compassion and connection to your patients. Tell how you saved life or how you identified a problem that nobody else could diagnose. Or, how an embarrassed patient confided to you and you were able to cure him and save his marriage.
5. Make sure your video looks as professional as possible. When your video is clean, appealing and professional, it presents you in the same light. If it looks low-budget, unappealing and it has errors, it can damage more than help. Some potential clients will never step in your clinic. Always ask yourself: Would you respond to the video?
You only get one chance to make a first impression, and the right video can make sure you put your best foot forward. Web videos aren’t just about creating a call to action, but creating a lasting positive impression that your future clients will remember.
In the spirit of Thanksgiving, this week we’re giving thanks on social media!
Something that makes social media distinct from other forms of communication is that it is completely public. Of course this can have its downfall but the public element is a great way to build relationships by giving people public recognition.
Who do you want to say thank you to? It could be a vendor, a customer, or a colleague. Tell them you appreciate them by leaving a comment on their facebook wall or writing a message on twitter.
(Remember on Twitter donʼt start the message with their name to make sure that everyone will be able to see it. For example write “Thank you @lindaroisum for the marketing tips!” instead of “@lindaroisum thanks for the marketing tips!”)
Your task for this week is to leave five public messages of thanks via tweets or Facebook wall comments. For a bonus gold star do both places for 10 total!
Looking for the best marketing strategies to grow your business? You’re certainly not alone. Marketing, which has always been a challenging task for small businesses, has become even more complex as the number of marketing channels available to reach customers expands.
The consumer who’s searching the web for the best price on printing business cards may never see your ad in the local newspaper. And the woman who gets a text message at 11:15 am from a nearby deli telling her that today’s lunch special includes a free diet soda may never bother to look at the coupons your bagel shop mailed with a similar offer. The homeowner who needs a dishwasher repaired may look first at the classified ads in the local weekly newspaper. And, the middle school teacher who thinks her students and their parents spend too much of their waking hours using computers or other digital devices may never see the free sample ad you’re running on Facebook.
So, what is the best way to promote your business today? Unfortunately, there’s no one push-button marketing idea that will send a steady stream of customers to your door. Whether you sell products or services, you must use multiple marketing strategies to attract and keep customers.
The list below presents a variety of marketing strategies and ideas. Some of the ideas are pretty basic, but very often it’s those all-important basic marketing strategies that businesses forget or ignore.
If you’ve been in business for a long time and haven’t changed your marketing methods over the years, pay particular attention to the strategies that involve the Internet and digital marketing. No matter how your existing customers found you, businesses and consumers today regularly turn to digital media to gather information about their needs and research service providers before deciding which service provider they’ll use. You want them to find your company.
1. Identify a target market. Create a profile of your ideal customer. What type of person buys this service most frequently today? Why do they need and strongly desire this service? What is their job function? If it’s a consumer product, where do they live? How old are they? How much money to they earn? What other factors make them a likely customer? Where are they most likely to look for the service or hear about it? Who might they ask for a referral?
Once you answer those questions, ask yourself one more: “Where should I be networking or what should I be doing to make myself known to that potential customer or to people who give the prospect referrals.” After you’ve answered the questions, act on them.
2. Promote what your customer wants to buy. Customers don’t really want the service you perform. They want the solution to a problem or benefit your service provides. Think about it. A plumber’s customers aren’t really interested in plumbing. They want a leaky pipe fixed. A web developers’ customers don’t want a database or design. They want a website that will make them look good, get found in search engines, and help them get new customers. If you need help figuring out what your customers are really buying, ask them. Write down their answers and use Get better results from all the marketing you do by focusing on the specific problems your service solves or benefits it provides.
3. Make yourself a trusted resource to prospects and customers. People like to buy from people they know and trust. They also don’t like to have anything “sold” to them. Become a trusted resource to your prospects by providing information that will help them make a good choice.
4. Make yourself a resource for the media. Members of the press are always looking for authoritative sources to quote. Keep in touch with local media through online and offline network groups and subscribe to HARO to receive inquiries from media who are looking for interview subjects for stories.
5. Set up professional profiles for yourself and/or your business on LinkedIn, Twitter, Facebook and Google Profiles (which also serves as your profile on Google+). Be sure each of your profiles has a link to your website. If you meet a prospect and they lose your business card, they might type your name into the search engine to try to find you. Having a profile on the biggest social media sites will allow them to find you and the link to your website.
6. Claim your place on Google Places. Google places listings aren’t just for fast food establishments or retail stores. You can search for any type of service by location, and Google will show a list of companies that match the service you searched for in the location you specified. If you live in a big city, there’s no guarantee your places profile will show up on that first page listing. But having a profile gives you an edge.
7. Look for social media discussions groups that attract your target customers. Depending what you sell, look for topic-specific groups and/or location-based discussion groups. Set aside a few minutes a day to read the conversations, and then join in when appropriate, making informative comments or posting useful resources. If you don’t have time to do this, hire a freelancer or an employee help by scouting out conversations that you may want to participate in.
8. Write informative articles related to the service you provide. Put some of the articles on your own site, and distribute others to articles sites and to other sites that reach your audience and use contributors’ articles. Be sure to include an “about the author” resources box with a link to your website. (For more tips on article marketing, read Article Marketing Do’s and Don’ts.) The articles will help get yourself and your company known, and help establish your credibility.
9. Print up flyers or brochures and distribute them at membership groups you belong to, if allowed. You can get free templates from HP and Microsoft you can use to create your own. Print small quantities of flyers or product sheets yourself on a color printer. (Be sure to use good quality paper – something heavier than standard copier paper.) When you know you’ll need a hundred or more copies at a time, compare the cost of having them printed to the cost of printing your own. Be sure to allow enough time to have the printing delivered to you.
10. Volunteer to speak at local business groups. Local business groups always need interesting speakers to attract members to meetings. Your talk should be about some area of your specialty, but should focus on the audience’s informational needs and the problems they want to solve.
11. Submit proposals to speak at industry group conferences. If you don’t have a lot of experience speaking, see if you can get on a panel, instead of giving a solo speech. Be sure to promote your participation in the panel before the event, and link to any videos or other after-event promo the conference planner has posted.
12. Refer business to other businesses in your networks. Giving referrals is as important a networking tool as getting them. People recommend people they like….and business people usually like other business people who send them business.
13. Tweet, mention and link to blog posts and social networking posts made by other individuals if what they’ve written something of interest to your audience. Besides providing good material for your followers, it’s a good way to win social media friends, expand your network, and get your name and specialty known.
14. Build an email list and send informative mailings to it on a regular basis. Your mailing list should be made up of people who have asked to be on it. (Having a newsletter signup box on your web page is one good way to get people to “ask” to be on your mailing list.)
15. Join and participate in local business groups and try one or two leads groups as well. The best source of business for many small service businesses is referrals.
16. Stick with groups that attract the types of people you want as customers. Even when people don’t really know you, you become a more trusted resource just by showing up.
17. Keep in touch with potential customers and existing customers with a postcard mailing. The person who doesn’t have time to talk to you today, may need your services (or know someone else who does) a month or 6 months from now.
18. Ask for referrals. Besides asking existing clients if they know anyone else who can use your services, consider what other professionals you know who could refer business to you – and vice versa. If you’re an electrician, talk to local builders and remodeling contractors, plumbers, and people who lay tile. If you are a graphic designer talk to web designers and ad agencies, about referring work.
19. Pick up the phone and call likely prospects. Cold calling is hard and you have to be able to deal with rejection. But it does work. If you are fearful about trying it, check out this article about making cold calls easier.
21. Don’t be too quick to discourage tire kickers. It’s hard to know where to draw the line with people who keep asking questions without any indication they plan to make a purchase, but sometimes those questions are used as much to size you or your business up as they are to gain information.
22. Have a website and publicize it. It amazes me, but there are still businesses that don’t have a website. I was at a Chamber of Commerce meeting a few months ago and met someone who said he was a copywriter. I asked for a business card, and his card didn’t include his website, so I asked for his website URL. Amazingly, the person who had just tried to convince me he could write copy for the web, didn’t have a website.
No matter how much in-person networking you do or how much social media networking you do, you still need a website. Your prospects will want to see samples of your work, get more information about you, and if you’re a consultant or other expert, they’re probably going to want to read things you’ve written about your area of expertise. You can control what they see on your own website. You can’t control what ads show up next to your posts or what the rules are on social media sites.
If you can’t afford to pay a web developer, set up at least a simple website using free or low cost website hosting and design tools such as Weebly or GoDaddy. Once you have a website, be sure it’s listed on all your sales literature, your business card, association member directories, and as many places as you can get listings.
23. Have a fully functioning website. Another circumstance I find amazing is the number of small businesses who join local business networking groups and have non-working websites listed in the group’s membership directory. Occasionally it’s because the directory listing was published with a typo in the domain name. But often, it appears the business that owned the domain name let it lapse – or never finished setting up the website. Don’t let that happen to you. Be sure you register the domain name yourself (instead of letting the web developer do it), and be sure that you keep your credit card information up-to-date at the domain registrar. Double check your association directory listing after it’s published to be sure there are no typos and the link works. Check each page on your site to be sure you didn’t leave up any links going to blank pages or to “under construction pages.”
24. Don’t stop marketing. Once business starts coming in on a regular basis it’s tempting to ease off on some of the marketing and networking you do. But that’s a mistake. You need to market continually to keep business coming in regularly.
When we think of marketing, we often think of the headlines, the advertising, the offers – the Big Campaigns. But marketing isn’t always about the Big Campaign but all the little opportunities to promote your massage practice and share your message.
One marketing opportunity you’ve likely overlooked is your LinkedIn website listings. Most people leave them as “My Website” or “My Blog”. By customizing them, you can give a quick overview of what your website(s) have to offer every time someone views your LinkedIn profile.
I made you a five-minute video explaining how to customize your LinkedIn websites, add your Twitter handle and customize your Linkedin profile, watch it here.
In case you havenʼt heard about Twitter or donʼt know much about it yet, Twitter is a microblogging site that allows you to send short messages of 140 characters to less out to everyone who follows you.
On Twitter, you follow people of interest to you and they follow you. If you are going to use Twitter to gain business, I suggest you follow people in your area — start with clients but then move on from there to other local businesses.
Think of Twitter as a party. You donʼt show up at a party and only talk about yourself or your business, right? No, you engage in conversation. Ask leading questions to find out what people are doing. You also give information – a book your read or are reading, an article, a blog post your wrote or read, etc. that can help the person you are talking to with their problem. Same thing with Twitter.
Then mixed in with that line of conversation, you promote your business: post last minute cancelations, promotions/specials, blog posts, classes, etc.
Just to give you an example on how I have used Twitter — one week, I had several openings, so on Monday morning I posted this: “Openings this week: Tues at 5, Wed at 2 & Thurs at 10, need a massage call 703-851-6922, email or DM me.” I did all that in 103 characters and I was completely booked by the end of Monday.
So get tweetinʼ! If you havenʼt started a Twitter account yet, this video walks you through the steps.
The first step in creating video is having a place to put it – and the king remains YouTube. Even if you don’t have your own videos to upload yet, it’s nice to have a YouTube account that you can use to comment on, favorite, or otherwise interact with videos.
Your first step is to go to http://www.youtube.com and click “Create Account” in the top right corner. Remember that you’ll be stuck with your username and it will be visible to everyone – so make it some variation of your name or your business name. Next, YouTube will ask you to create or link to an existing Google account. (This is a change since Google purchased YouTube.)
After you’ve finished creating your account, start playing around with your settings. I often get asked the difference between a regular account and a channel – every account has a channel built right in. You can modify yours by going to “Account” in the drop-down that appears under your username in the top right corner, then “edit channel”. That’s it for now, we’ll be improving upon your videos soon!
Last week we talking about going local by getting a Google Places. This week we want to continue our on-line presence by adding your business to Yelp.com
Almost everyone is heading online to solve their problems these days, whether they need a massage therapist or a florist! Making your business stand out in local search results can have an instant impact on your bottom line, especially if your competitors are not reading this blog post!
One popular website for business reviews is yelp.com. Adding your business (or updating an existing listing) to yelp is easy and free. Just go to https://biz.yelp.com/support/unlocking and follow their step-by-step process to get started. The more information you can add about your business the better!
After your business is listed its time to get reviews – contact a few happy clients who you have a great personal relationship with and ask if they might consider writing you a review. One review is often enough to get the ball rolling and lead to many more.
You might want to take proactive approach about this one and add your business. Anyone can add any business and write a review on them. You will want to monitor it too for comments especially if they are not positive.
Those listings are a part of a free service called Google Places (formerly Google Local). Your Google places listing allows customer reviews, videos, and even a place for you to post updated special offers!
Start by going here to list your business. You will need to create a Google account for this process if you don’t have one already.
Google will take you through some forms to fill out about your business: such as store hours, parking, types of services, credit cards, etc.
Here’s my Google Places listing that you can check out as an example. The more information the better, so fill out every field and add some pictures and videos. Don’t forget to solicit reviews from your customers to juice up your places page!
Nike said, “Just do it.” Timex said it takes a licking and keep on ticking. And GE mentioned that it brings good things to life.
Developing a tagline can go a long way to help market your massage business. A well-conceived tagline makes it easier for clients to remember your company’s name, to think positively about why they should use your services and to differentiate your business from the rest of the pack (especially if you are in a crowded area with lots of massage therapists).
If you donʼt already have a tagline, letʼs make it a rock solid. Hereʼs how…
What Makes a Good Tagline?
A good tagline is: short (three to seven words); simple (avoid industry jargon), specific (Tell why they should choose you over your competition).
As with all advertising (because thatʼs what a tagline is), identify your audience and then focus on their needs and wants.
Writing a Good Tagline
If all this seems like a tall order for a short phrase, donʼt worry. It is doable by following these steps.
Brainstorm keywords: Just like doing keyword research for your web site.
Brainstorm benefits and values: Now make a list of words that describe the benefits of massage, along with things a client might value about it.
Combine words: See if you can combine two or more keywords, or keywords plus benefits and values, to create a descriptive phrase. Donʼt edit yet!
Pick your favorites: Now start editing. Go through your phrases, and consider how you can make them into a tagline. Pick two or three favorites.
Test your favorites on others: Get opinions of people not in the massage business. So hit up your friends and family. Make sure they both like it and actually understand it.
Your final tagline should be specific enough to say something meaningful, but general enough to remain relevant as your business grows and expands.
Often times when I am meeting with client about building their business online, Iʼll ask if they have a Facebook fan page. Most, do not. They find the process confusing and donʼt know where to start. Plus, its just one more thing to do on top of their long to-do list.
Why do you, as a small business or start-up need one? Check out these stats from Facebook:
-More than 500 million users
-50% of active users log on to Facebook on any given day
-Average user spends more than 55 minutes per day on Facebook
Think about this: your clients are not going to log onto your website everyday, but more than half of all users log on to Facebook in any given day. Thatʼs over 175 million people you could potentially reach with a daily status message. Plus, a Facebook page offers these advantages:
1. Visible to even those without a Facebook profile account. If you send a Twitter message or email with a link, anyone can view the page.
2. Indexed on Google. Meaning, if someone does an online search of your company, this is one more link that will come up.
3. Not sure who your target market is? Facebook fan pages can help you figure that out. Each page keeps statistics of who your followers are and who is participating. It will tell you if they are male or female, their age range, where they are located and what language they speak.
4. With a regular Facebook profile you are limited to 5,000 friends. With a Facebook Page the number of fans is unlimited. This might not be a huge thing if you are just starting out, but always plan for your growth.
5. You can further establish your brand. People do business with people they know, like and trust. Social media is all about building the trust over time and Facbook is a great way to do that.