The first is the type of CONTENT we, as therapists, should share on social media or our websites and how to find time to create this fresh content.
The other… is the dreaded conversation about DISCOUNTING your services – should we offer discounts, can we win clients by discounting and what can it hurt if it’s just introductory. (In short and without exception the answer is often don’t!!)
Step one: Define your target market & create an action plan
Take some time to set out your objectives; who do you want to do business with, what will you say to them, how will you advertise to them. Use our guide to creating your action plan here.
Step two: Make a list of dates and events that are important to your target market
Create a simple list or content calendar of dates and events that are important moments to advertise to your client base. Often you will need to pre-empt these dates and start advertising in advance. It's all about getting into the mindset of your customers and understanding what motivates them to book and when.
For example if you are a holistic therapist offering gift vouchers note down the gift giving holidays and dates including Valentines, Mothering Sunday right through to Christmas.
Alternatively if you work with athletes think about the times of the year that treatments are at the forefront of their minds; pre-season training, marathon season, key events or fixtures.
Step three: Schedule campaigns around these dates
Create campaigns with messaging that matches your clients pain points or needs ahead of these lucrative dates. This is where social media is your best ally. While hype is building around these events or dates jump into the conversation with your target market. Whether you post about the gift vouchers you have available for anyone struggling to think of a Valentines gift for their partner or share a video of some stretches or self care techniques for runner pre and post event and let them know you offer massages in the area! Not only can you post these for free you could also back these efforts up with a paid Facebook ads campaign targeting the exact people you wish to work with!
If you use email marketing to reach out to clients then seasonality is key! Give them timely reminders that you are there to help them at key times. A really nice way of doing this is by creating content that is of value to them. Key tips and techniques that you can share with them when they may need it most is great and will often be shared by them to their nearest and dearest.
By selecting the key times of the year your target market are looking to spend their money on services you offer you are able to work a little smarter and more efficiently. And bonus - once you have set this up you can replicate it year after year!
Some tips for getting started:
- Canva is a great tool for finding templates and stock imagery to put together your campaigns. They even have seasonal templates ready to personalise. It's free to use!
- You can get started right now and even schedule all of your social posts for the entire year, freeing you up to focus on what you do best. This is also free to do!
- If you can create your own content then great! A simple 'how to' video is ideal... however if you don't have the time or simply don't feel comfortable doing so then you can always share content created by others - avoid using direct competitors and always credit the original.