I believe in repeating what works and letting go of what doesn’t, especially when it comes to marketing. Creating a marketing plan for my business used to seem daunting, but it’s really as simple as jotting down some ideas, following through with them and evaluating what brought in clients or encouraged repeat visits. I’d like to share the five things I’ve done thus far that have resulted in the most repeat and regular clients.
Earlier this month (three months into my third year in business), I went through the prior six weeks of my schedule (early December 2015 to mid January 2016) and noted how each client had heard about me. I grouped clients who were referred by someone else into the same category as the person who referred them since ultimately that’s how they both came to me. Here are the results:
- 39% – Groupon
- 25% – met previously (another job or my original practice out of school)
- 16% -Yelp/internet search
- 14% – self-promotions (flyers in my office building, brochures at a CrossFit gym, etc.)
- 6% – American Specialty Health (a third-party health insurance partner that contracts with wellness practitioners for discounted benefits to their members)
If you aren’t familiar with my experience with Groupon, click here for my free video series describing how I used it to grow my practice and here to learn how I converted Groupon clients into regulars. I started from scratch, so I didn’t have to worry about integrating a Groupon campaign with an existing clientele. If I was to use Groupon again at this point in my practice, I would extend that pricing to my existing clients paying me directly with the same stipulations as the Groupon for as long as the campaign was active (treating new clients with favoritism over the clients who’ve made it possible for me to build a business seems wrong).
I think it’s worth noting that although over a third of my clients have been acquired from Groupon, almost two thirds have come from other places (and any advertising I’ve paid for has yielded ZERO clients). The best self-promotion I’ve done involves giving a sixty-minute gift certificate to every client who comes in during the third week of July (EveryBody Deserves a Massage Week sponsored by ABMP) that they must give away to someone I’ve never worked with. I also frequently make changes to my website and design different brochures to keep fresh materials in the places I display them.
Using a variety of marketing tactics with a clear message draws those who are perfect candidates for what I offer. The underlying strategy of all my marketing is providing an exceptional service that helps people live better lives. Giving the best Ashiatsu massage I know how to at a fair price in a comfortable atmosphere keeps clients coming back, weaving the fabric of a practice that I love!
Please share your most successful marketing methods in the comments. Thank you!