BUSINESS
Social media
into the trap of ‘vanity metrics’. These are measurements that look good on the surface, but when you delve deeper, they’re doing little to impact your business’s bottom line. The truth is anyone can post static images to their page to gain a few likes. However, when only 3% of your organic following actually sees your posts, it’s vital you upload content your audience wants to consume. Whether you’re a brand-new business that employees a small team of therapists or are flying solo, your social media strategy can help you grow your client base. The good news is, you don’t have to spend hours each week posting on social, or bursting your budget, if you want to generate a return on investment from your social media page and keep an audience engaged. Here’s where to start…
HOW TO LOSE CLIENTS BEFORE YOU EVEN HAVE THEM: SOCIAL MEDIA
Rule 1: Begin with a clear objective Ask yourself, ‘why am I posting this image and what will the audience get from it?’ Use this as an opportunity to drill down into the types of clients you specialise in. Using massage therapy as an example, you’ll most likely have four different personas in your client base, such as:
1.
Over-50s: With ailments in-line with aging, such as a bad back or troublesome knees, and who need a bit of help from a once-a-week massage.
2.
Full-time professionals: Who may have a desk job and want to step away from the laptop and get back into shape because they’ve got a young family, or protect their worklife balance. They might’ve picked up an injury from light training and require assistance for a particularly persistent issue.
3.
Regular gym goers: Someone who may have slightly overdone it and are struggling with a niggle or something more troublesome. Therefore, they require regular treatment.
James Urquhart of Let’s Run Social says you need to understand your client base and spark their interest or your social media posts could be putting potential clients off…
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HY are you as a holistic therapist using social media in the first place? It could be because you’ve set up your own business and you feel it’s vital that your friends and family know exactly how you’re doing. Or you’re using
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HOLISTIC THERAPIST 2022
it as a tool to create revenue and educate your audience. Whichever camp you sit in, these are two very different objectives. It’s important to stress that if you’re solely basing your success on the amount of likes and followers on your social media page, you’ll likely have fallen
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