Dear Jenny,

As a massage therapist, how important is it that I’m on social media? I’d rather not have to come up with things to post if I don’t have to, lol.

Dear Kneading Knots,

Social media may not be your thing, but if you ignore it completely, you’re leaving lots of potential new clients (and money!) on the table.

In fact, here are three reasons social media is such a win for today’s businesses:

• It’s targeted: It’s never been easier to get what you do in front of the specific people who need it. (i.e. right location and right demographic)
• It’s free: What other forms of advertising costs literally $0 if you’re not buying sponsored ad space? You’re not even printing out a flyer!
• There are no gatekeepers: For example, no magazine editor has to buy into your pitch and choose to tell your story. Social media (and email) are places where you don’t need anyone’s permission to get in front of your future customers and share stuff.

Sure, you can choose to depend solely on referrals. But if you want to level-up: use social media to your advantage. Try changing the story in your head (about social media) from, “I’d rather not have to come up with things to post ….” to “I’m passionate about the services I provide and I get to share what I do for free!”

Pick a platform to start with. Make a profile. Invite your friends, family and current clients to “like your page.” Start by posting just 2x a week to build and engage with your following. Think of your feed as a cocktail: 90% sharing great content and 10% direct mention of your services.

Here are a few examples of things you can share about on social media to help get your creative juices flowing:

• High-quality healthy lifestyle photos from free sites like Pexels and Unsplash
• Positive quotes
• Beautiful photos of your space
• Facts about the power of massage for good health / the importance of relaxation
• Facts about the detrimental effects of stress on the body
• Client testimonials
• Promotions & special time-sensitive discounts

To make it even easier, you can use the free plan on Buffer to schedule your posts for the week or even the entire month! They even suggest optimal times to post. I bet you can easily come up with 8 things to share (a month’s worth of posts) in less than an hour, schedule them on Buffer, and in a snap your done. Not so bad, after all!

And never underestimate the power of your replies. Most people spend all of their time brainstorming clever things to post and almost no time replying to comments and messages. That’s a huge mistake. Your replies are what allow people to build investment in your business and to get used to hearing from you!

Replies are also a great, free promotional strategy. Why not go on Instagram and search the hashtag #stressed or #stressedout … then reply to those people with something short and funny like, “Sounds like a massage is in order!” Or search a local gym or area nail salon and shoot messages to the people who “like” that page with a quick hello and maybe even a first-time massage discount.

Hope this helps and encourages you to share your services and have fun doing it!

All my best,
Jenny

P.S. Join our new Facebook Group and pull up a chair!

Disclaimer: The advice given in this column is for educational, informational and entertainment purposes only. The reader is responsible for the outcomes of any actions and/or decisions made based on this advice.