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News In Brief
A "Modern" Business Model. Acupuncturists may have a new professional atmosphere to consider, as a new concept is on the horizon - at least for one business.
Making Sense of Liver Regulation
In Chinese medicine, the liver has the function of moving and storing qi and blood. In its moving function, the liver smoothly distributes qi and blood to the tendons, muscles and flesh through microcirculation.
How to Correct a Cuboid Subluxation
Cuboid subluxation is a poorly recognized condition, even though it is not uncommon. It has been described in the literature under various names: cuboid subluxation, cuboid syndrome, locked cuboid, dropped cuboid, cuboid fault syndrome or peroneal cuboid syndrome.
Help Save an Important Chiropractic Landmark
The chiropractic profession has a splendid and varied history. Sadly, many landmarks have been lost to bulldozers and wrecking crews, such as the Ryan Building, Little-Bit-O-Heaven, Spears Chiropractic Hospital, and Clearview Sanitarium.
Shedding Light on the Benefits of Heliotherapy
I can't imagine anyone not feeling good strolling in the sun on a beautiful spring day. The sun is responsible for all life on earth and is best illustrated along the equator touting the richest biodiversity on the planet, in stark contrast to the Arctic Circle and South Pole.
Treating the Terrain of Chronic Sinus Infections
Chronic sinus infections can be stubborn to treat, but the therapeutic path forward can be simplified when utilizing three distinct treatment principles which take into account the terrain of the body, and the way in which microbes grow.
Good Works at the Canandaigua VA
Faculty and students of the Finger Lakes School of Acupuncture and Oriental Medicine (FLSAOM) of the New York Chiropractic College have provided acupuncture to veterans at the Veterans' Administration Medical Center (VAMC) in Canandaigua, New York since September of 2007.
Chiropractic: A Great Fit for the White House
Dr. Eric Kaplan is a New York Chiropractic College alumnus; a No. 1 best-selling author whose books include Awaken the Wellness Within and The 5 Minute Motivator; a chiropractor for professional sports teams and elite athletes; and even served as an advisor under the Clinton Administration to the President's Council on Sports & Physical Fitness.
Waist Circumference: A Conversation Starter (Part 2)
Now let's discuss the clinical approach to reducing WC and implementation in today's chiropractic practice. The primary intervention centers around dietary modification and lifestyle habits aimed to reduce adiposity, improve insulin sensitivity and ultimately, diminish systemic metabolic dysfunction.
Scope of Chiropractic Practice: Why Now Is the Time to Expand
In my January article, "Scope of Chiropractic Practice: Is It Time for Change?" I discussed the use of the term primary spine care practitioner, the loss of privileges to diagnose in Texas, and the fact that the definition of "chiropractic" varied from state to state.
The Qi Focus: A Guide to Managing Stress
Stress, are you experiencing heightened stress levels? Your own, and your clients? Is Trumpitis getting to you? I recently polled a cluster of acupuncturists, Asian Bodywork Therapists (ABT) and psychotherapy colleagues on the issue.
The First (Only) Choice for Spinal Pain
The study on NSAIDs for spinal pain summarized on the front page of this issue is intriguing on a number of levels, the most obvious being the conclusion that "compared with placebo, NSAIDs do not provide a clinically important effect on spinal pain, and six patients must be treated with NSAIDs for one patient to achieve a clinically important benefit in the short-term."
The Chiropractor's Guide to CRISPR
Science magazine's "Breakthrough of the Year" award for 2015 was described as "the gene-editing tool called CRISPR." CRISPR stands for "clustered regularly interspaced short palindromic repeats."
Give Your Patients the Ergonomic Advantage
Prolonged sitting contributes to low back pain and is a health risk. When I discuss my POLITE technique practice recommendations with patients, ergonomics may be last, but not least!
What's Bugging You? Probiotics and Your Health
An estimated 100 trillion microorganisms representing more than 500 different species inhabit every normal, healthy bowel. Gut-dwelling bacteria keep pathogens in check, aid digestion and nutrient absorption, and contribute to immune function.
Caring for Refugees in Greece
At the beginning of 2016 I had no idea what was in store for me, but I was looking forward to a personal retreat on the Greek island of Paros; a graduation gift to myself after 22 years of motherhood, and four-plus years of Chinese medicine school.
Integrative Cardiology: The Heart of TCM & Western Medicine
Patient centered therapy is a growing trend in hospitals that are expanding to boutique services.
Toxicity & Kids: The Importance of Environmental Intake
The old adage is true that children are not little adults. Traditional Chinese medicine (TCM) has long known that the physiology of children is unique, as are the diseases that plague them.
NSAIDs No Better Than Placebo for Spine Pain
A meta-analysis of randomized, placebo-controlled trials comparing the efficacy and safety of NSAIDs with placebo for spinal pain concludes that among 6,065 spine pain patients, "NSAIDs reduced pain and disability, but provided clinically unimportant effects over placebo."
Treating LBP the Right Way: Think Natural
An updated clinical practice guideline from the American College of Physicians (ACP) recommends spinal manipulation and other non-invasive, non-drug therapies as first options for acute, subacute and chronic low back pain, rather than pain medications, as stipulated in the original 2007 guideline.
Insomnia Treatment Based on the Yu Theory
In recent years, acupuncture has risen in popularity as a form of alternative or supplemental medicine for the treatment of many different types of disorders.
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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