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Simple 5-step digital marketing plan that won’t break the bank

Google Search Marketing

So you want to be a massage therapist?  You want to work for yourself?  And, you want to make a decent living?  But, you don’t think that you can afford to market yourself?  Well, think again.  Here is a simple 5-step digital marketing plan that won’t break the bank and it works.

Note:  I pay an average of $14.11 per month using the following plan.  Yes, it’s doable.  And gives you a competitive edge.

Step 1:  Build A Website

Now, this may seem intimidating but it really isn’t.  There are many many places to build a website for free.  Look into Weebly, Squarespace, Wix, Website Builder, WordPress.  But my ultimate recommendation is to build your website on the platform. 

Step 2:  Setup Your Social Media

So many businesses start here and end here as a means for building their business.  In my opinion, this is a mistake.  Yes, social media is important for building an audience.  It’s also a great source of business leads.  One thing that has become pretty clear about social media is that it doesn’t do a great job at turning followers into customers.  That’s why a website is so important.  You want to use your social media platforms like Facebook, Instagram, Twitter, YouTube, LinkedIn, Pinterest, Yelp to drive visitors to your website.  At your website, you convince your visitors to call you, email you, and/or book an appointment with you.  

Step 3:  Submit Your Website To The Search Engines

You can do this manually by submitting your website to the top search engines Google, Yahoo and Bing.  This is free to do.  

Now if you want to submit your site to more search engines I highly recommend using a service like Entireweb.  The more places a link to your website equals greater chances of people finding your site.  Like all things, this has free and paid options.  The free version is adequate enough.  

Step 4:  Use Google Adsense

These are the ads you see at the top and to the right of all your searches in Google.  It’s worthwhile to have a few of these running under keywords that describe the type of clients you’re looking for.  Be as specific as possible because general words like massage, massage therapy, shoulder pain, back pain will cost you big bucks when people click on them.  These are keywords that are used by lots of businesses.  Most likely these businesses have a lot of money to burn compared to you.  Instead, use keywords like shoulder pain in the front shoulder, shoulder pain in (your city).  Be super specific.  The cost per click will drastically go down.  The idea is to have a presence in the search engines.  Not to have everyone click your ad.  

Step 5:  Promote with Facebook Ads

I’ll end here.  Facebook ads are super duper affordable and they are great for reaching your target market.  You can be as specific as possible when running ads on Facebook.  Although it only runs on Facebook, it’s pretty successful.  You can use these ads to guide people to your Facebook page or to your website.  You can use the more common words like shoulder pain, massage therapy, massage, etc on this platform without being penalized.  

Final Advice

If you don’t have the time or the brain power to do keyword searches or come up with creative ads, I recommend that you find someone on Fiverr to get this done for you.

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[Download] Trouble growing your clientele? Don’t give up. Try this.

Grow your clientele

Know who your ideal client is and talk to them.  

How do I know who my ideal client is?

You create them.  

My ideal customer is a person who is familiar with massage and is seeking massage for very specific work.

I came up with this statement after years of being in the industry.  This is the customer I enjoy working with and working on the most.

Why do I need an ideal customer?

An ideal customer profile helps you better direct your marketing efforts towards their needs.  If you can do this effectively, you will increase your business with people you care to work with and build a loyal customer base.  

Think about the places you frequent the most and why you return to them.  Do you think it’s by coincidence that they have gained your business?  No.  Most likely you are their ideal customer.

Creating your ideal customer takes work.  As simple as my ideal customer sounds, it took years of brain power to form that statement.  Not to mention, the statement is always evolving and changing.  And, that’s okay.  Yours will too.  Especially as we grow in our careers, our needs, wants and desires change.  So will our customer.  For example my original customer was anyone, then I focused on health insurance, to finally the above description.  

Crafting our ideal customer

Crafting our ideal customer is a strategy that helps us focus on our goals.  Let’s say the goal is making $100k/yr salary.  This figure is going to determine how we reach, communicate, market, build a working relationship, design incentives and grow our skills.  This is where it’s necessary to know who were are seeking as clients.  

I recently had a massage therapist seek my help in growing her practice. 

She had been in business a year but it was under performing. 

My very first question to her was, “Who is your customer?” 

You know what?  She couldn’t answer the question. 

I took her through this super simple but effective drill. 

Try it for yourself.

  1. Take 2 minutes (time it if necessary) to write down all the characteristics you require in your ideal client.  This exercise gets easier the longer you work in the field and with the more bodies you work on because you get a sense of who you connect with.  Be brutally honest with yourself.  No erasing or back spacing.  This is for your eyes only.
  2. Take 30 seconds cross out all words you can live without.  If you have to think about it, cross it out.
  3. Take 1 more minute to write down more characteristics.
  4. Now, narrow your list down to 3 characteristics.
  5. Write sentences for each item on your list.  Start your sentences with
    • My ideal customer is ____________________________________________.
  6. Now marry all 3 sentences together.  You may find that you keep all three, or two and maybe just one.  That is okay.

Congratulations you have done the first iteration of your ideal customer!  Remember it can change over time.  

Download the My Ideal Client Worksheet to develop a detailed profile of who you’re selling to.

The massage therapist that I spoke of above came up with these 3 sentences:

  1. My ideal customers are Jewish women.
  2. My ideal customer is over the age of 50.
  3. My ideal customer plays mahjong.

We looked at these statements, read them out loud and began to play around with the wording.  She began to question her limits, values, demographics and eventually decided on:

  • My ideal customers are women over 50 who play mahjong.

A winning statement

That there is a winning statement.  It allows her to reach a wide diverse group of people in her community that she feels comfortable working with and on.  Because you’ve taken the time to identify your target customer profile it will make reaching them much easier.  Your messaging, branding should be speaking to them. 

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[Download] 5 Email Templates You Should Be Sending Your Clients

5 email templates

If you aren’t using emails to communicate with your clients, you should be.  They are a very effective tool for communicating to clients.  Here are a few more reasons why you should be using them:

  • Emails help limit the number of no shows.  
  • They are quick.
  • Have high deliverability and open rates.
  • You can be as direct or indirect as you want to be.
  • Clients feel they are less intrusive than a call, a text, a poke.
  • Clients also have control over who can contact them.

Simply put, email can be a very valuable tool – especially if you know how to use it.

Here are the emails you should be using.

The Standard 5

  1. Appointment Confirmation: Sent the day they make an appointment.  To give peace of mind that their appointment is acknowledged and made.
  2. Appointment Reminder:  Sent a day or two before the appointment to reconfirm their time and date as well as give options to cancel their appointment.
  3. Cancel Appointment:  If you or they cancel the appointment, this email should be sent immediately after to acknowledge the cancelled appointment but also to reschedule the appointment.  Possible suggesting available dates.
  4. Request A Review:  This should be sent anywhere from 1-5 days after the appointment while the service is still fresh in their mind.  It should only be sent to people who haven’t reviewed your service.
  5. Save the Dates:  Their email can be sent quarterly, giving clients a heads up of special dates you may have scheduled like vacation, training, etc.

Two More

Here are two other emails that are worth adding to this list.

  1. Sick Policy: Send this out at the beginning of a new season when people are likely to get sick.  Think winter & beginning of the school year.
  2. Weather Policy:  Let your customers know what are the parameters for canceling during bad weather.

What’s the best way to deliver email?

You don’t need fancy software or to spend money to create them. You can do something as quick and budget friendly as setting them up in your Gmail account. Here’s a blog post you should check out if you’re interested in this method, click here.  

However, the most common method is using an appointment scheduler like Fullslate, Square, Genbook.  These usually have a monthly fee.  They also come preloaded with generic email templates.  I would encourage you to customize the emails with information that is specific to your practice.

Customized email template

Subject: Massage Appointment Confirmation

Hi Sally,

Your appointment with Hayes Bodywork on 1/1/18 at 12pm is now booked.

You can visit {appointment link} to view or modify your appointment.

Thank you,

Felicia Hayes, LMT

Phone: 000-000-0000

Text: 000-000-0000 (Please ONLY text quick messages.  I will ONLY respond during regular business hours.)


4256 Your Street

Your City, Your State, Your Zip


1.  Coming from  

2.  Coming from

3.  Coming from

Sick Policy:  You will not be charged for missed appointments due to being sick REGARDLESS of when you cancel your appointment.

Crazy Weather:  You will not be charged for missed appointments due to weather conditions REGARDLESS of when you cancel your appointment.

Keep in mind that your clients usually have limited time.  These emails should not infringe on their time. 

My clients often compliment me on having all the details in my email.  It makes everyone’s life easier.

These key elements should be in your emails.  

  • Contact information.
  • Address.
  • Directions.
  • Any policies you enforce.
Make your emails stand out too

Also, highlight important information that you want your clients to know either by changing the text color, bolding the lettering, highlighting the text, or making certain words larger/smaller and italicizing.  These are all fantastic ways to draw your clients eyes to parts of the email you want them to notice.

If you want people to think you are not a robot, add a bit of personality to your emails.  It doesn’t have to be riddled with sarcasm but add some of you to the content.  You will see this in my emails which you can download here.

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Start creating email templates now

Train yourself to get in the habit of sending emails to your clients regularly. Make the emails purposeful and appropriate. Nothing is more irritating than receiving an email without any purpose. Clients might mark your emails as spam and rethink whether or not they should come back to you. So be smart about your email.  Ask yourself, “Would I like to know this information?”.

Another word of advice would be to start a list of regular questions you receive from your clients. Take a mental note as to how often you hear the same questions. This will determine if an email template would be appropriate to responding to these questions. For example, I also have email templates about price increases, the best ways to contact me, how to have insurance pay for massages and so forth. Now I may not send these emails out regularly, but I do when they are appropriate.

Creating and using an email template can save you a lot of time, especially if you find yourself sending out the same replies to clients. With an email template you can save the information that you’re frequently asked so you don’t waste time retyping or even copying and pasting it every time. Instead, the appropriate template can be selected and any new information can then be added to it if necessary before emailing it to clients.

Download the editable version of my email templates here.  Plus get 2 bonus email templates too.   

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