Wellness services such as spas, detox programs, and massage therapy have always been seen as a form of self-care. But now, people view them as more than just a means to meet beauty standards. Services like massage therapy are considered a solid investment in health, especially as more people are waking up to its proven benefits.
Science-backed claims laud the use of massage therapy for treating chronic pain and osteoarthritis, as well as alleviating anxiety and depression symptoms. Many Americans agree that adding this treatment to their lifestyle is beneficial, with one in nine people (that’s 30 million people!) visiting a massage therapist at least once in 2021.
The demand for wellness services isn’t a newfound trend. According to a McKinsey report, there has been a strong need for wellness services since the COVID-19 pandemic, with the U.S. market growing at 5-10% year-on-year and reaching $480 billion. This bodes well for wellness marketers and massage therapists, who can help themselves to a bigger piece of the wellness pie. If you own or manage a massage therapy service, now is the time to make the most of it.
Massage therapy practice refers to the work performed by a certified massage therapist who uses manual manipulation to treat their clients’ soft tissues and joints. Its goal is to promote relaxation and well-being and reduce pain or stiffness in certain areas. Massage therapists apply pressure with their hands, forearms, elbows, and feet to knead and rub muscles, tendons, ligaments, and skin.
The process involves using several skilled techniques, such as strokes, percussion, and compression; however, they vary with each treatment. For example, Swedish and Thai therapeutic massage treatments use long, gliding strokes, whereas deep-tissue massages use slow and deep strokes.
The massage therapy industry dates back to ancient civilizations, with some of its earliest documented evidence dating back to around 3,000 B.C.E.
Massage services include various massage treatments that often use manual manipulations of the body’s soft tissues. Each massage service varies as per its history, science, process, and accessories it uses.
While some massage services focus on health and beauty issues such as stress reduction and relaxation, others address particular medical ailments like pain and joint stiffness. Some types of massage services include:
· Sports massage
· Shiatsu
· Hot stone massage
· Thai massage
· Lymphatic drainage
· Reflexology
· Prenatal massage
Have a small team of massage therapists but struggling to bring in clients? Most massage therapists make the mistake of relying on existing clients to pay the bills instead of scaling their business. This is a huge mistake; it can limit and stagnate your revenue, eventually bringing your business to a grinding halt. Business growth can seem intimidating, but it is vital to survive in the massage industry. Here’s why:
· It can expand your client base and bring in repeat customers.
· More clients equals more revenue and profits
· A larger roster of clients means word-of-mouth success, leading to more people recognizing your brand.
· You can expand your team of qualified therapists and diversify your services to meet changing customer needs. For example, you can provide a variety of therapies and specialist services to generate several revenue streams, ranging from foot reflexology and lymphatic drainage to facial massage and Ayurvedic massages.
As of 2023, there were about 321,500 massage therapists in the U.S., a figure that has doubled since 1998 and will only climb further. There is rising pressure to match market demands to stand out or risk getting pushed out of the circle. As such, growing your business can help you gain a strong foothold in an already competitive market and make it more sustainable and profitable.
If you’re an aspiring or practicing massage therapist, here are some essential tried-and-true tips to expand your business and clientele.
If you’re not online, it’s as if you don’t exist. It’s sad, but true. You may offer the best massages in your neighborhood, but no one will know if you don’t advertise it. The best and fastest way to get word around about your incredible business is by going online.
Several community-driven review sites like Yelp, Facebook, and even a Google Business Profile (GBP) can help put your massage therapy business in front of ideal customers. They typically list crucial details like address, business hours, and contact details. But most importantly, they list user reviews—a golden egg that can convert potential clients considering your service from “maybe” to “definitely.”
Building these profiles involves simple steps like claiming your business profile, adding your business details, and encouraging existing clients to leave favorable reviews. By motivating your clients to spread the word online and vouch for your services, you can achieve online prominence and perhaps even become the definitive local favorite!
Clients often fail to show up for their massage appointments. While this comes with the territory, repeated no-shows and cancellations can tear a huge chunk off your monthly revenue. Frequent cancellations can also lower your staff’s morale and cost you hours of labor time that could have been put to use for other clients.
To avoid this, massage therapists must consider having a strict “no-show policy,” which penalizes clients if they cancel an appointment without adequate notice (typically 24 hours). This not only protects your staff and business but also acts as a strong deterrent to unnecessary cancellations.
Alternatively, massage business owners can use automated software that books, tracks, and alerts you to canceled appointments promptly. Use these methods, and your clients and staff will love the convenience—and so will you.
Who doesn’t love a discount? Offering occasional discounts can win the favor of loyal, existing clients and keep them coming back for more. You can also use discounts and promotions to attract new clients.
For example, you can advertise a flat $5 discount off the first massage appointment or offer a free welcome drink and snack to clients who book appointments on Tuesdays (or any other slow business day). Regular promotions and discounts are a great way to increase profits, as your regular and new customers will appreciate your generosity, too!
Paid ads can do wonders for your massage business by targeting your ideal customer profile (ICP). You can use Google and Facebook ads to target a specific audience based on demographics, location, interests, and other criteria.
Instead of casting a wide net for customers, paid ads help you use a more strategic and focused approach to attract clients. You can start with a small budget and test formats like video ads showcasing your setup, offering promotional discounts, or featuring testimonials from happy clients. Also, add clear calls to action like “Treat Yourself to a Massage Today!” to drive traffic to your website or online booking page.
Old-fashioned marketing methods like handing out business cards are a great way to spread the word in your immediate vicinity. Carry your cards everywhere you go so you can hand them out at the right moment.
Hand them out at networking events, local markets, and community gatherings, or leave them in high-traffic areas such as local gyms, coffee shops, and co-working spaces. You can also add a referral reward, a first-time discount, or a QR code that directs potential customers to your booking site or Google profile.
Have a professional website but not getting enough traffic? It might be time to optimize it. This means making simple updates to your website, from adding photos of your team, your massage therapy setup, and the facilities you provide to your service menu and client testimonials.
You also want to optimize your website content for search engine results pages (SERPs) by adding relevant keywords, informative blogs and articles, video content, special offers, and social media links. With your online visibility bumped up, existing and new massage clients can easily find you and book appointments.
Creating a social media page for your massage practice is a free and effective way to draw local clients. Its versatility lets you engage with prospects in various ways, from video content and infographics to status updates and personalized messages. Build a local community by promoting unique, massage-related content on your social media accounts. This creates value and generates organic interest. The result? Your customers come to you on their own.
Digital marketing allows you to meet your customers exactly where they are—online. Spread your digital presence across various marketing channels, be it paid ads and searches, social media, online directories like Yelp, and even user-generated sites like Reddit. The best part about using these platforms is that they continue to work for you long after you upload content.
Customers trust referrals from familiar sources, making it a great way to grow your client base. Connect with local chiropractors, gyms, yoga studios, beauty salons, and other massage therapists in your area to establish a mutual referral network. To sweeten the deal, offer exclusive discounts to massage clients referred through these partnerships.
Want happy and loyal customers to keep coming back? Give them a reason to! Offer your existing massage clients loyalty rewards, gift certificates, or a small discount for repeat visits. A simple referral program is a win-win, benefiting existing clients while bringing in new ones. For example, you can offer a 5% discount on their next visit for every new client they refer.
Growing your massage business doesn’t involve a one-time strategy—it’s an ongoing effort. One of the best ways to attract and retain new clients is through smart marketing, whether by boosting your online presence and engaging on social media, or local networking. Once you start sharing informative content and connecting with your community, you’ll start attracting business organically, increasing both revenue and profits.
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