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2015 Marketing & Public Relations Guide for massage therapists Introduction Wel

2015 Marketing & Public Relations Guide for massage therapists Introduction Welcome to the 2015 Marketing and Public Relations Guide for massage therapists. This guide is an update on the previous guide made available in 2007 and intended to be used as a working document and reference for your marketing and PR activities. This guide includes a combination of advice, templates and training resources. This guide will be updated on a regular basis or as required to ensure the latest techniques and digital platforms are covered. Whenever this guide is updated, you will be notified via the AAMT newsletter or via email. Key goals of this guide: 1. Learning how to establish a brand 2. Understanding available marketing channels 3. Learning how to set up marketing campaigns 4. Becoming more confident with digital 5. Applying templates to your own business 6. Promoting your business in a legal and ethical manner Take your time reading the guide and take what you require to evolve your business. We invite any feedback you may have so we can continue to improve the support of all AAMT members. Contents • Establishing a brand • Be known for something • Logo and style • Presentation on branding • Hints and Tips • Understanding the marketing channels • TIPS • Website • Social Media • Email and SMS • Media and publicity • Print • Situational Analysis • Marketing objective • Marketing Strategy • Budget and plans • Monitoring, control and adjustments • What is a campaign? • Example campaign using marketing channels BRANDING Marketing Channels Setting up your marketing channels Marketing Plan Marketing Campaign • Why would you network? • Who do you network with? • Where do you network • Tips! • Why would you advertise? • Facebook advertising • Boosting a post • Driving traffic to your website • Google Adwords • Voucher/Deals of the day websites • Local Newspaper Sales and Pricing Networking Advertising Templates Resources BRANDING Be known for something A brand is any term, design, logo or symbol that distinguishes your product or service from others. Before starting any marketing, you need to first establish who you are and what your business stands for. This is your brand identity. It will guide all your online and offline activities. Your brand will help you determine which words, designs, concepts and phrases you will use in all your marketing activities. A brand does not have to be some extravagant logo or unique name. It can be as simple as your name. The key to brand success is being yourself and following up on the promises you have made to customers in your marketing messages. What do you want to be known for? When creating your brand, do not be something for everyone. For example, you may want to be: • The leading sports massage therapist • The most relaxing therapist • The most affordable therapist • Anytime, anywhere mobile therapist AAMT MARKETING & PR GUIDE | PAGE 01 TIP! The simplest way to understand branding is to know that it is all about YOU. Everything you stand for in business and also your personality. Logo design Brand Consistency You can write a brief and provide to an agency, free lance design or submit it to sites like www.99designs.com.au where you can nominate the price you want to pay. Obviously, the more incentive for designers, the more you will get back. Once your brand has been established it is important that it remains consistent across all areas of your business and across all channels, including website, email and social networks. Here is a great example of consistent branding across website, shop front and social media. Website Social Media Website Shop Front AAMT MARKETING & PR GUIDE | PAGE 02 Marketing Channels Understanding Marketing Channels In today’s business environment, there are more marketing channels than ever to get your brand to market. Digital has been around for 20 years and social media for half of that time. So with all of these channels, where do you start? * TV and Radio will not be covered in this guide due to the amount of work required to produce ads and the costs associated with each. For more information about producing a TV or radio commercial, engage the services of an advertising agency. MEDIUM AVAILABLE CHANNELS Traditional Media TV, Radio, Newspaper* Print Flyers, posters, letters, business cards, billboards etc Direct (Digital) Email, SMS (text messages), MMS (multimedia messages) Web (Digital) Websites, Apps Social Media Facebook, YouTube, Instagram, Google, LinkedIn, Twitter AAMT MARKETING & PR GUIDE | PAGE 03 TIPS! You DO NOT need to use every marketing channel, simply trial each and see what works. You will know what works and what will be effective for your business by: 1. Asking new clients how they found out about you (i.e. did they see a promotion) 2. Asking your clients how they want to be communicated to This is the simplest and most effective way to determine the best channels and where you should be investing your marketing budget/spend. Website Why Should You Have A Website? As a growing number of people search for local businesses online, it is important to establish an online presence to attain new customers. Consumers actively research and make purchases online so it is to your advantage to have an online shop front to connect with a wider audience. How to Get One AAMT has a preferred web designer that you can use. Email info@aamt.com.au for more information. However, you are welcome to find your own web designer. If you do choose to pursue this option, always request quotes and compare. There’s also an array of DIY website options available. AAMT Exclusive Site If you are looking for a website, but you do not have much time to manage the content and want to maximise results both in search rankings and customer retention, consider ADVANCE for AAMT. ADVANCE for AAMT is a website and communication tool which provides you with all the features you need to successfully manage your website. It also has a unique learning management system, which teaches you how to market yourself online. Watching and applying these digital marketing lessons will award you 15 CPE points. AAMT MARKETING & PR GUIDE | PAGE 04 AAMT MARKETING & PR GUIDE | PAGE 05 www.aamttherapist.com.au/cbosson Videos on how to set up your accounts are available in ADVANCE for those users. To learn more about ADVANCE please visit the CPE approved provider list on the AAMT website found here www.aamt.com.au/providers AAMT MARKETING & PR GUIDE | PAGE 06 TIPS! 1. Display Information Your website should detail your background, experience, and qualifications to display your credibility as well as give potential customers more confidence when deciding whether or not to deal with you. 2. Domain Name Should be close to your business name as possible 3. Update it regularly Will keep your website relevant to search engines and thus increase your website’s ranking when searched. 4. Written Content Your website should include keywords that describe your business and services e.g. massage, reflexology, your business location etc. 5. Design Avoid cluttered text and images. Ensure your page is easy to navigate and use clear menu headings. SOCIAL MEDIA Why Should You Use Social Media? Social media is free and provides you with an informal online platform to communicate with current and potential clients. When used correctly, social media is a powerful marketing tool that will help your business grow. If you have a website, social media will supplement your website’s search engine rankings, allowing clients to find your business easily on the Internet. Types of Social Media Below are some examples of social media networks that you may choose to use to promote your business. You may already have a personal Facebook Profile, but not necessarily a Page. A Facebook Business Page is similar to your personal profile, but is for professional purposes. On your page, you can post updates, photos, videos and links about your business as well as create online ads. Twitter allows you to send and read short 140 character messages called “tweets”. Twitter uses hashtags “#” to organise and categorise content. For example, if you are tweeting about a massage offer, you could hashtag it with #remedialmassage #specialoffer, #deal, etc. Instagram is an online mobile application that allows you to share photos and videos. Like Twitter, it also uses hashtags. If your business is based on visuals, you may want to consider using Instagram. YouTube allows you to share and watch videos for free. You can create a “channel” and upload videos. Videos are a good way to demonstrate services and knowledge. LinkedIn is a business oriented social network used for professional networking. Your profile on this account is essentially your online CV, detailing your professional work experience. Google + page is similar to Facebook where you can create updates, share photos, videos and links. It is linked to your Google search and Google Maps. AAMT MARKETING & PR GUIDE | uploads/Marketing/ 2015-marketing-amp-public-relations-guide-for-massage-therapists.pdf