Online Marketing for Massage Therapists

Online Marketing forMassage Therapists Michael Reynolds SpinWeb www.spinweb.net www.michaelreynolds.com

Michael Reynolds• President/CEO of SpinWeb• Blogger, speaker, productivity nerd• Speaker for Web 2.0 Expo (New York), Accrisoft SP Summit (Tampa), CMS Expo (Chicago), Blog Indiana (Indianapolis)• Plays tennis, loves sushi, Certiﬁed Massage Therapist in Web: www.michaelreynolds.com Indiana. Twitter: @michaelreynolds

NOT ME ME

TOPICS TRUST-BASED MARKETING WEBSITES AND BEST PRACTICES BLOGGINGSEARCH ENGINE OPTIMIZATION (SEO) EMAIL MARKETING FACEBOOK LINKEDIN TWITTER FOURSQUARE VIDEO GROUPON GOOGLE ADWORDS QR CODES

IN TODAY’S MARKET...ONLINE MARKETING = WORD OF MOUTH MARKETING

Getting the Word Out • I have a great service • How do I tell people about it? • How do I reach more clients?

Interruption marketing is Trust-based / Referrallosing relevance Marketing is winning

Is paper really scalable anymore?Is it effective? Is it a crutch?

Online communication breathes new life intotraditional marketing

TRUST DRIVESTRANSACTIONS

Tru st a saStrate gy

“We’re entering an era of radical change for marketers. Faith in advertising and theinstitutions that pay for it is waning, while faith in individuals is on the rise. Peers trust peers” - Chris Anderson, The Long Tail

Line between business and personal is blurring - everyone isinterested in people

SHOW THE REAL YOU

’s  SOCIAL MEDIA

How to interact with the community?• Ask Questions• Answer Questions• Add value to the community by sharing interesting content

Why should you do it?• It can generate leads, referrals and eventually money• It’s permission marketing (Its all about Yes)• It’s another outlet for your content• It’s Fun :-)

IF YOU ARE ACCESSIBLE ONLINE, YOUR CLIENTS WILLPROMOTE YOU and talk to you (which also promotes you)

The Internet ISNOT MAGIC (This stuff is hard work)

Tools and networks

BUSINESS WEBSITEYOUR CENTER OF INFLUENCE

Establish Center of Inﬂuence• Web site (or blog)• Should be professionally- designed, attractive, and active• Should be an information resource about your business• Should be ready to collect leads

Strong branding Elements of a successful massage website Online scheduling Email newsletter Professional design Clear list of services

Testimonials increase trust

FAQ lowers anxiety

A blog educates and builds loyalty

GOOGLE PLACESENHANCED LOCAL VISIBILITY

Business contact Map to location information Google Places... Reviews ...boosts your visibility

Q&A OR DEMO: GOOGLE PLACE PAGE

BLOGGINGYOUR CHANCE TO BE A KNOW-IT-ALL

Blogging is a great platform for building authorityBlogging helps drive organic search engine trafﬁcBlogging gives you something to distribute

Blogging is content marketing Content marketing (n.): “Contentmarketing is consistently producing valuable, educational, interestingcontent for your target audience inorder to build trust and loyalty over time with the intention of converting them to customers.”

“massage therapist” (3,490,000 results) BLOG USING LONG TAIL KEYWORDS “Indianapolis massage therapist” (97,200 results)

“website design” (242,000,000 results) BLOG USING LONG TAIL KEYWORDS “credit union website design” (6,270,000 results)

Google puts a lot of weight on the TITLE - use your keywords here

Use Scribe to optimize your content for SEO

Example: search terms that show demand

Example: search terms to avoid - no demand

Get ideas using Google’s instant search

If you don’t like to write, use Google Voice to speak your blogs

ENCOURAGE SOCIALCOMMENTING

ENCOURAGE SHARING WITH SOCIAL WIDGETS

Your blog needs HURLs Human-readable URL = A page address that is structured with relevant keywords describing the content* *(this means more for Google to gobble up)

WHY IS BLOGGINGGOOD FOR YOURBUSINESS?• Blogging builds authority• Blogging increases visibility• Blogging is a content platform• Blogging is personal development

Blog about your clients (anonymously)Blog about the massage industryBlog about conversationsBlog about current trendsBlog to educate your clientsConsider a ghost blogger

Try guest blogging with other therapistsor health care professionals on a regularbasis to drive more trafﬁc to your website

EMAIL MARKETINGPERMISSION MARKETING TO YOUR TRIBE

Which Stats Scare You the Most?• 43% of email recipients click the Spam button based on the email “from” name or email address• 21% of email recipients report email as Spam, even if they know it isn’t 69% of email recipients report email as Spam based solely on the subject line• 35% of email recipients open email based on the subject line alone• Email lists with 10% or more unknown users get only 44% of their email delivered by ISPs• If marketers optimized their emails for image blocking, ROI would increase 9+%• People who buy products marketed through email spend 138% more than people that do not receive email offers• 35% of business professionals check email on a mobile device Source: Jason Baer, Convince & Convert (from a presentation at the MarketingProfs Digital Marketing Mixer

Subject Line• Recipients tend to make snap decisions based on subject lines• Brand your subject line• Keep it speciﬁc and informative - not spammy

Bad Subject LinesWellness eNewsSpa News!March Newsletter

Good Subject Lines[Healing Key] 5 pre-workoutstretches to keep you from beingsore in the morning[Luna Day Spa] The secret toproper hydration during theworkday[Indy Healing Center] Whichmassage for which sports?

UnsubscribingBe sure to use proper email marketing software. Subscriptionmanagement is critical. • Should be one-click, automatic process • Anything more will lead to angry recipients • Anything else leads to getting ﬂagged as spam, blacklisted

• Utilize clean newsletter format with your branding• Keep content useful, educational, and interesting• Avoid “selling” or “promoting” as main focus• Keep content text-heavy, not image-heavy• Re-use your blogs as your newsletter (time-saver!)

Building Your List• Should be 100% opt-in, permission-based• Exchanging business cards does not imply consent• Avoid importing chamber email lists• Fewer, loyal subscribers is better than many subscribers who have not given permission

Building Your ListDisplay prominent signup area on web site Tell potential subscribers what to expect Include “forward to friend” option in newsletter Ask for permission to subscribe when exchanging cards Provide link to your newsletter in your email signature

• Every week on Wednesday morning• Wednesday is middle of the week, people less distracted• If once a week is too much, try two weeks (once a month is too infrequent)

FACEBOOKTHE COCKTAIL PARTY

• More than 500 million active users• Facebook is the 4th most-trafﬁcked website in the world• Facebook is the most-trafﬁcked social media site in the world

High-quality photo (not your cat or your baby) Share your blog

Link to your website

Group your clients into a list

Distribute your blogsvia Facebook and encourage conversation

Logo and business information Share event and offers Facebook page is for your business

Facebook page is for your business

Publish and promote events

Q&A OR DEMO: FACEBOOK FAN PAGE

Facebook advertising: laser-focused marketing(To create an ad, scroll to the bottom ofFacebook and click on “Advertising”)

Q&A OR DEMO: FACEBOOK ADS

LINKEDINTHE BUSINESS LUNCH

• Over 100 million professionals use LinkedIn to exchange information, ideas and opportunities• Find referral partners• Find employees• Find a job• Replacing the resume• Increase personal visibility and authority

LinkedIn Helps You Make Professional Connections

Also a great place to ﬁnd referrals...

UTILIZE KEYWORDS IN YOUR PROFILES

Q&A OR DEMO: LINKEDIN PROFILE

TWITTERTHE FIRE HOSE

• Twitter asks one question, "What are you doing?" or “What has your attention?” Answers must be under 140 characters in length and can be sent via mobile texting, instant message, or the web.• Twitter can be used to update your Facebook status, your blog, and various other sources simultaneously.

Elements of a good Twitter proﬁleHigh-quality positive photo Good balance of activity Full name Link to website Interesting bio

300 Followers 500 Followers 100 Followers1000 Followers 400 Followers 4000 Followers200 Followers 500 Followers 3000 Followers

1 Good Tweet = 10,000 impressionsYou now have a virtual PR and marketing team that works for free

Things that are likely to get re-tweeted • Topical articles • “How to” articles • Informative blog posts • Interesting press releases • “Top 10” articles • Local events • Opinion blogs • Content related to popular trends

Use Twitter Search for research/prospecting

Yikes! People are asking for referrals?

Play-by-play referral on Twitter #truestory

People make face-to-faceintroductions all the time

People make Twitter introductions all the time?

Instead of going for the sale, consider giving away value ﬁrst. This grows your tribe of permission-based followers.

Twilert helps you track keyword activity

Hootsuite helps you track stats and schedule tweets

Hootsuite helps you manage activity

Q&A OR DEMO: TWITTER

VIDEOGOOD FOR SEO AND FOR PEOPLE

Videotestimonials add social proof to your website

Video is beneﬁcial for SEO

Video is good content marketing (wellness advice, etc.)

FOURSQUARESTALKING OR SMART PROMOTION?

What is Foursquare?• Location based social network• A way to help your clients promote you every time they come to your ofﬁce• A way to offer rewards and incentives to your clients• Accessed from mobile devices (iPhone, Droid, etc.)

What is Foursquare not?• Not meant to let people stalk you• Not as scary as it sounds• Not wide-open (you can control security)

Claim your venue and create specials

Clients can check in and see specials(example: every third visit = free bottle of Biofreeze)

Starbucks example: Mayor gets a discount

Place Foursquarebadge on your door to encourage check-ins

Your clients can then promote you online!

Q&A OR DEMO: FOURSQUARE

GROUPONTHE AVALANCHE

Pros: can bring lots of businessCons: can lead to lots of work for little money

GOOGLE ADWORDSQUICK RESULTS AND SMART MEASUREMENT

AdWords is Google’s paid advertising program

Internet users respond to both organic and paid listings Stats range from 70/30 to 50/50 (percentage of response) for organic vs. paid

• Very quick to set up and see results• Can be inexpensive• Can be expensive• Effort is different from writing and content marketing• Easier to track and measure than some other methods AdWords facts

Setting up a campaign

Choose geography

Choose budget(start with a conservative budget)

Create Ads

Choose keywords

Track and measure

QR CODES HUH?

What’s a QR code?Your own bar code that allows people to get additional information by scanning from a mobile device

Make it easy for people to schedule onlinefrom your front window or business card

WRAP-UP AND TIPS FOR GETTING STARTED

MISTAKE: HARD SELLING(EDUCATE FIRST)

Business Etiquette• Avoid blatant self-promotion• Post useful, interesting information (articles, blog posts, news, events, etc.)• Promote others to build connections• Make introductions to refer business to others (givers gain)• Remember to be professional, yet interesting and personal

ADD ONLINE TOOLS TO YOUR MARKETING SYSTEM

DONT BEA SOCIAL MEDIA ZOMBIE

=Take baby steps...

Complimentary 30-minute coaching session

Online Marketing forMassage Therapists Michael Reynolds SpinWeb www.spinweb.net www.michaelreynolds.com

Online Marketing for Massage Therapists

by Michael Reynolds on Nov 06, 2010

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Online Marketing for Massage Therapists — Presentation Transcript

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