resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Don't Ignore the Lower Half of the Pelvis (Part 1)
When your patient complains of lower back or pelvic pain, but your usual treatments are not getting the job done, what do you examine and treat? You may be missing important structures in the lower half of the pelvis.
Traditional Chinese Herbal Medicine in Taiwan Hospitals
This spring, a team of Western medical doctors and TCM practitioners from Cleveland Clinic traveled to Taiwan to visit Kaiser Pharmaceutical Co. (KP), and China Medical University (CMU), Taiwan's leading integrative medicine hospital.
A Study of Relationships
Sa-Ahm's five element acupuncture method is known to be one of the most effective acupuncture techniques in Korea because it gives an instant response at the time of treatment and has a high success rate in resolving chronic problems.
Adventures with the Pericardium
My previous column on the San Jiao deserves equal time for SJ's loving partner, the pericardium. I nicknamed SJ the travel meridian – but pericardium can also play a crucial role in air travel.
MPA Media Wins More Publishing Awards
The American Society of Business Publication Editors (ASBPE) has honored Dynamic Chiropractic with a national award and two regional awards for editorial excellence, and sister publication DC Practice Insights with two regional awards for graphic design excellence.
Overuse Injuries in Young Athletes (Part 1)
More than 45 million children ages 6-18 participate in some form of organized athletics, and 75 percent of American families with school-aged children have at least one child participating in organized sports.
What's New in the NCCIH Strategic Plan
The NIH National Center for Complementary and Integrative Health (NCCIH) released its draft strategic plan 2016-2021 for public comment in early spring of 2016.
Lessons from Functional Neurology
Chiropractic neurology, also known as clinical neuroscience or functional neurology, is moving the chiropractic profession forward by leaps and bounds.
Are Probiotics Doing More Harm Than Good?
Considerable controversy exists concerning the efficacy of probiotic supplements. Very few human studies show any real positive impact on the microbiome or health. The "promise" of probiotics is based on the few animal studies that suggest a positive effect.
International Congress on Integrative Medicine
"Bridging Research, Clinical Care, Education and Policy" was the theme for the International Congress on Integrative Medicine and Health 2016 (ICIMH).
Guidelines for the Use of Modifier -52
Modifier -52 identifies that a service or procedure has been partially reduced or eliminated at the physician's discretion. This is to indicate the basic service described by the procedure code has been performed, but not all aspects of the service have been performed.
Work Stress and Musculoskeletal Health: Do Your Patients Get the Connection?
Most people underestimate the impact their job has on their health, especially if that job isn't particularly physically demanding. Big mistake.
Analyzing Acupuncture Case Studies
Confirm the answer quickly by the elimination method. Take this case study as an example. After two treatments for back pain, a patient presents for a third session complaining of rapid breathing and wheezing that is made worse during cold weather.
Know Your Research: Tips for Evaluating Literature Reviews
Clinical and experimental studies are not the only types of published research we might encounter as we look for evidence to inform our practices. One of the most useful types is the literature review, which summarizes a group of studies.
What are the Meridians?
The meridian and collateral system (jing luo, hereinafter referred to as "Meridians") is comprised of the main meridian channels (jing mai) and the collateral vessels (luo mai). Jing takes from meaning of the Chinese word pathway (also jing) and are the main branches of the system.
Let's Talk About Biceps Injuries at the Elbow
While most muscles cross over only one joint, the biceps crosses two joints: the elbow and the shoulder. Injuries to the lower biceps cause considerable elbow pain. Here's how to assess and treat an injury to this area conservatively.
Chiropractic in the Eyes of the Public: 2nd Gallup-Palmer Poll
The second Gallup / Palmer College poll has been completed, yielding significant additional data regarding Americans' experiences with and perceptions of chiropractic care.
The National Institutes of Health (NIH) lists more than 80 common autoimmune diseases including asthma, Crohn's disease, Guillain-Barré syndrome, multiple sclerosis, myasthenia gravis, psoriasis, rheumatoid arthritis, and lupus.
Time to Fight for Your Medicare Right
I have heard a lot of noise and a lot of debate about what is going on with Medicare. As an ACA delegate, I often get asked: 'What is the ACA even doing?'
The Professional and Practice Benefits of Political Activism
Welcome to election season, a vital part of our American culture. Every two years, without fail, we are bombarded with TV, print materials and phone messages seeking our vote.
Less Time Than Required
Q: When is it appropriate to use a modifier -52? Can I use it for a timed service when I do less than the time required by the code?
Illuminating the Hidden, Freeing the Source
Amongst the Primary Channels, from a classical point of view, the small intestine is perhaps the most important channel to understand. It is one of the least used acupuncture channels in modern acupuncture, yet it within it can be found a wealth of theories from the Ling Shu.
May, 2011, Vol. 11, Issue 05
Blogging 101 for Massage Therapists
By Michael Reynolds, CMT
If you ask any massage therapist what his or her most challenging aspect of running a massage practice is, chances are "marketing" would be at the top of the list. Marketing can be a daunting realm and it is sometimes difficult to understand how to effectively market a massage practice in the age of online communications and social media.
Social media includes networks like Facebook, LinkedIn, Twitter and YouTube. It also includes content marketing tools like blogging. Of all the tools that can help market your massage business, blogging is one of the most powerful.
So what is a blog? In simple terms, a blog is sort of like a column in a newspaper. It is a space online that is reserved for articles that you ideally post on a consistent schedule. There is more than one type of blog. Some people maintain personal blogs that discuss things like daily activities, cooking, and other hobbies. Another type of blog is the business blog, which is used to market and promote a business.
Massage therapists are uniquely positioned to use business blogging to promote their practices. The idea behind a business blog is that it contains valuable educational content that is relevant and helpful to the target audience of the business. While a personal blog might talk about general daily updates in a person's life, a business blog tends to provide useful tips and expert guidance.
So how does this help you market your massage practice? The concept of content marketing is explained by three ideas: relevance, visibility, and authority.
Relevance refers to how well-aligned your blog is with respect to your target market. Let's say you practice sports massage and your target market consists of runners. If you consistently post blogs that help runners perform better, then your content will be highly relevant to them. Stretching techniques, recovery tips, and even reviews on running products can also be relevant information that would interest runners.
Once you have the attention of some runners, what comes next? Visibility occurs when your blog is shared with other people. This sharing occurs when your content is valuable enough that people want to tell other people about it. Sometimes they will share it on Facebook, Twitter, or other networks, or they might simply email it to friends. For this reason, you'll want to make sure that your blog has sharing buttons on it that make it easy for people to post it to social networks. If they really like your content, they may even subscribe to it and get your blogs delivered via email. Blogging can also help you get discovered more easily on search engines, like Google. Though the specifics of this are beyond the scope of this article, many massage therapists enjoy a boost in Google rankings as a result of dedicated and consistent blogging.
Authority is the final piece of the equation and it is a powerful component of content marketing. When your target market perceives you as having authority, they are likely to buy from you and recommend you to others. Who do runners want to get a massage from? Most likely it is from the massage therapist who clearly understands the needs of a runner.
As you can see, blogging for relevance, visibility, and authority can position you as an expert which leads to referrals and repeat business.
There are many ways to set up a blog, but one of the easiest is to use a service called WordPress. Located at www.wordpress.com, this service allows you to create a free blog and start publishing right away. If you have a website for your massage practice, talk to your website services company and ask them about installing a professional blog on your website. If possible, it's much better to have your blog fully integrated into your website from both a branding and a search perspective.
In general, publishing a new blog once a week is a reasonable schedule to follow. If that level of frequency is a challenge, try every two weeks instead. Both Google and your readers will reward you with increased attention and trust if you are consistent and frequent with your publishing.
If writing is difficult for you, one thing that may help is to keep a notepad in your massage room and start writing down all the questions that your clients ask you. Each question has the potential to become a blog topic. For example:
These are all common questions that you might be asked in a massage session and would make great titles for blogs. Take advantage of your position as a trusted health and wellness practitioner and expand on those questions by writing blogs about these topics.
One of the most important things to remember when writing blogs is not to promote your business. This may seem counter-intuitive but it's an important idea in content marketing. Content that looks like a sales pitch will not get shared and will not gain subscribers. Content that teaches and educates will quickly gain a following.
Blogging is not easy and it can be time-consuming. Additionally, building a following does not happen overnight. It can take months of steady, consistent blogging to really gain momentum; but once you do, it can start to generate more leads for your massage practice than you may have thought possible.
Naturally, your blog should make it easy for your readers to contact you or book a massage, so be sure to include your phone number, email, and a link to your online scheduling system.
As a final piece of advice, I recommend blocking out time in your schedule at the same time every week to write your weekly blog. This will ensure that it becomes part of your routine.
In an hour a week, you can start building a powerful database of articles that can increase your authority as a health and wellness provider, help you reach new prospective clients, and improve your search engine visibility. If this sounds appealing to you, blogging may be worth a look as part of your marketing strategy.
Michael Reynolds is president/CEO of SpinWeb, a professional website design, development and online marketing firm. He has worked in marketing and technology since 1996 and serves on a number of non-profit and networking organization boards. Michael regularly publishes articles, blogs, and e-books that teach his readers how to do business and communicate using digital tools. He also speaks at industry events around the country, including the Web 2.0 Expo, CMS Expo and Blog Indiana. Michael is a certified massage therapist in Indiana and has worked professionally in spas and clinics, as well as served on state and national AMTA committees and boards. He may be contacted via his speaking site at www.michaelreynolds.com or via SpinWeb's website at www.spinweb.net.
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