Generating Massage Therapy Traffic With the Want Versus Need Cycle

Businesses and consumers alike are feeling the strain of current economic conditions.  The result, a shift in consumer spending habits, creates an environment where every dollar is stretched to its limits. Basic needs, such as groceries, child care, and living expenses, far outweigh extraneous expenses such as massages and other holistic medicine techniques. This “need vs. want” mentality forces massage therapists to reconsider the way they market their services. Massages are often considered unnecessary expenses, and the insurance industry has yet to recognize the value massage therapy adds to a well-being program. Addressing this faulty premise through intelligent marketing can help create a solid income stream, even during periods of economic recession. Massage Therapy is Real Medicine In spite of an overwhelming negative view of the field of massage therapy among insurance providers and some medical professionals, therapeutic massage is a valid treatment for more than just stress relief. In a recent CNN.com article, health writer Kristyn Kusek Lewis details the benefits of medical massage. A qualified therapist can:

• Provide pain relief after surgery
• Adjust cortisol, dopamine, and serotonin levels for depression
• Improve the immune system

Obviously, the key lies in providing local market consumers with a solid belief that an alternative medicine like massage, is a need, especially given the current economy. Creating Consumer Need for Massage Therapy and Holistic Medicine From a marketing standpoint, understanding the ‘need vs. want’ cycle during recession lays the foundation of campaigns showcasing the value of massage therapy and its important role in maintaining optimal health. By focusing on local SEO (Search Engine Optimization), prospering during slow economic times becomes possible. Utilizing these techniques for your brick and mortar business website can have a big impact:

1. Location Niche Marketing – Niche marketing simply means defining your local target market and advertising directly to them. One great way to do this is by participating in local groups or forums online. Niche blogging is also a popular choice.
2. Establish a Web Presence – Establishing a web presence is more than designing a website. You must integrate brand awareness, develop social media contacts, and actively seek to increase visibility to form the foundation of a marketing campaign. Use the following to aid in visibility efforts and shift the perception of holistic massage from “want” to “need”:  Keywords, reputation management, and generating educational materials.
3. Network – Join networking service, both in your community and online, which will allow you to connect with others on a local level.
4. Keywords with Local Language – Create your keyword list by including location words. Think like your potential client would when searching: “massage” is good, “holistic massage in Tampa” is better.
5. Location Specific Landing Pages – If you have more than one location, be sure to create localized landing pages for each on your website. Landing pages are where surfers ‘land’ when clicking on a link. Provide links on your landing pages back to the sales page of your website to complete the process.
6. Other Details – Add a local phone number and complete business address to all of your marketing materials. This will reinforce your geographic location to your local market and promote conversions.

Developing an online presence, implementing a solid SEO program, and increasing visibility through social media sites will generate additional leads for a massage therapist. Other tools, like Commonfig.com, are particularly useful for building trust and credibility. Learning how to attract business and updating your marketing campaign will take time to implement and evaluate. Consistent local SEO efforts will make a difference in your bottom line by increasing your search engine rankings, improving your site visibility, and prequalifying local traffic even during a difficult economy. Come back next week to see how to use social media, SEO, and reputation management to build trust and generate traffic.