resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Healing the Qi: The Boston Marathon Bombing
On Monday, April 15 2013, locals and visitors from around the globe gathered for the world's largest marathon in the city of Boston. With 23,000 participating in the race and many more on the sidelines, the marathon represents a Boston institution.
Weaving Eastern & Western Medicine Together: Q&A with Beijing's Dr. Kezhen Zhang
Dr. Kezhen Zhang M.D., is currently the founder and president of Beijing Taijitang Traditional Chinese Medicine Hospital.
Treating Rib Joints to Protect Thoracic Stability
It is an exciting world that awaits us when we go to work every day. We deal with all types of people who present with varying health conditions we can (hopefully) help alleviate.
Maintaining Professional Boundaries in a Facebook World: Social Media Guidelines for DCs
A few months ago, I received an unexpected message on my Facebook account: "Hi Doc, do you remember me? I'm so happy to find you here on Facebook. It's been years since I have seen you and I'm glad to reconnect with you.
We Get Letters & E-Mail
The "Great Opportunity" for Chiropractic: Expanded Scope of Practice; The SOAP Note: An Effective Tool for Documentation; Treating Patients Goes Beyond Following Established Protocol.
Pre-Conception Wellness: What Do Your Patients Need to Know?
Deciding to have a baby is one of the most important decisions a woman will ever make. But how many women are really prepared for a healthy pregnancy?
Obesity is a Shen Problem
The expressions "obese" and "obesity" are not pejorative terms. They are scientific terms, determined solely by the Body Mass Index scale, which combines a person's height and weight in a mathematical formula. A number of 30 and above denotes "obesity."
If you visit the website of the JAMA and search on the word chiropractic, more than 200 results appear. If you sort that list chronologically and look at the oldest entry, you will find "Medical News" that includes the following.
A Medication Primer for Alternative Health Care Practitioners (Part 2)
Morphine is arguably the greatest drug of all time, at least in the sense that it is so powerful in relieving pain.
Becoming a Concussion Expert in Your Community: What You Need to Know (Part 2)
What makes an individual an expert in concussions? Obtaining education about concussions and treating concussed patients are two factors that lead to expertise.
Chiropractic Care for Veterans: Serving Those Who Served (Pt. 2)
To what extent do you think the role of chiropractors in the VA can serve as a model for greater chiropractic integration elsewhere in the American health care system? That's a very important question.
10 Life Lessons That Will Change the Way You Practice
"What would you do if you knew you couldn't fail?" I have posed this question for years to groups I've spoken to across the country and around the world.
The Physiology of Anger
Most of us recognize and have felt anger at some point in our lives. Anger can be seen as a natural response to some kind of pain, whether emotional or physical.
Protein and Weight Loss
Recently I was asked by the staff at Dynamic Chiropractic to referee some of their water-cooler discussions regarding nutrition. Topping their list was this one about protein and weight loss: "Why is protein important for weight loss and how much should I eat?"
Three Essential Herbal Products For Your First-Aid Kit
There are three Chinese patent medicines that belong in everyone's first aid kit. All three are for topical application, and all three provide extraordinary benefits unavailable from any domestic over-the-counter.
Study: Acupuncture for Acute Low Back Pain More Effective Than Drugs
New research by Korean doctors of Oriental Medicine suggested that an acupuncture method could reduce acute lower back pain faster and more effectively than conventional drug injections.
Extraordinary Vessels and Emotional Healing
In addition to the 12 primary Organ-related meridians in the body, there are other energy circulation channels that have been mapped out by Traditional Chinese Medicine. Probably the most significant of these are called the Eight Extraordinary (or Extra) Vessels.
Keeping Up With Western Medicine Advancements: The Amazing World of Imaging Studies
When patients with neuromuscular problems come to you for treatment there is usually a lot you can do for them to improve their mobility or reduce their pain, whether it is a middle age woman with a frozen shoulder.
Dry Needling is Acupuncture: But What of Education? What of Public Safety?
One of my patients told me recently, that their physical therapist used a "dry needle" and that it wasn't acupuncture. Apparently, physical therapists (PT) are taught to tell their patients that "only acupuncturists practice acupuncture."
A Solution for the Primary Care Crisis?
A white paper generated by the ACCAHC Primary Care Project and UCLA Center for Health Policy Research Senior Research Scientist, Michael Goldstein, PhD, addresses a clear oversight noted in recent workforce analyses designed to assess the nation's primary care needs.
Lateral Femoral Cutaneous Nerve Entrapments
The lateral femoral cutaneous nerve arises from the 2nd and 3rd lumbar nerves. It is formed in the psoas muscle and emerges from its lateral border to cross the iliacus muscle and exit the pelvis.
Beauty is Averageness
After seeing Kim Kardashian's face all over the Internet -and my inbox- following her posting on getting facial acupuncture, I recalled the work of Michael Cunningham who was at the University of Louisville when I was doing my doctoral work.
It's About the Word
The new patient was already a fan of chiropractic. "I liked the guy a lot," he said of the previous DC he had consulted. "But he is on the other side of town, and I just can't get there after work. So he sent me to you, since you're his buddy."
The Monkey on Your Back
Many practitioners run their clinic without any extra help—at least initially. I've always been pretty good at multi-tasking. Having nine kids taught me how to wear multiple hats and juggle a lot of responsibilities. Running a clinic is similar.
Weight Training: Are Cheat Reps Worth It?
While resting between exercises at the gym recently, a young lifter asked me for a spot on a set of barbell bench presses. The bar was loaded with a moderately heavy amount of weight that at first glance appeared to be too heavy for his frame.
May, 2012, Vol. 12, Issue 05
The New Internet Marketing Machine
By Stephanie Beck
In 2011, 97% of consumers used online searches when researching products and services. When searching for specific products and services, where do you think these smart savvy shoppers are finding this information? Where are you going to find your IDEAL customers, or any customers for that matter? You have new marketing machines at your disposal and as long as you are using them correctly, they will produce great results.As a massage therapist, you want to focus on what you do best, massaging people. Finding those people doesn't have to be a struggle. Go where your customers are spending time and implement new marketing machines with strategies to get you the results you desire.
Social media and online marketing options keep advancing and it can be difficult to keep up with the changes, let alone trying to figure out which option is right for you. For some, about the time they decided to step into the social media world, all the rules changed; like the recent 180 degree change with Facebook. If you're one of the people late to the social media party, there is a bright side. Instead of trying to catch up with your competition, you now have an even playing field because everyone has to upgrade their technology. The truth is that marketing has shifted from a one-way broadcast to a multi-point conversation and you need to take action to stay competitive.
"Old school" marketing techniques like sending out catalogs, direct mail and Yellow Page ads are losing their effectiveness without additional help from online marketing. According to Yahoo, 92% of all business searchers start looking online, either at home or on their mobile phones. Is your massage business easy to find online by your ideal customers? Are you active in all the places where your ideal customers are hanging out online? Do you have an easy, automated way to follow up with them over time? If not, why not?
Developing A New Online Strategy
Updating your strategy is important. When I started working for a massage manufacturer more than 12 years ago, as part of our distributor criteria we would ask massage businesses inquiring about distributorships to submit a copy of their Yellow Page ad with their application. A few years later, we upgraded by requiring websites and even more changes have been implemented since then. Do you realize that brand new massage business owners entering today's workforce have no idea what a Yellow Pages phone book is? Last week, the Encyclopedia Britannia announced they would no longer be printing any new editions because everything would be accessed online. This isn't just about the newest generation. When today's consumer wants to look something up they grab their phone or computer, not a book.
In 2011, more than 90% of the U.S. population used a cellular phone. Sixty five percent of mobile users said they used their mobile device to find a business to make a purchase. In terms of the types of information mobile users will be looking for via their devices, 31% said they will look for updates on sales and promotions and 27% will look for local store hours and directions. Guess what, a certain percentage of those people are looking for massage. In how many online directories have you listed your massage business? Yelp, City Search, Insider Pages, Merchant Circle, Google Places, Facebook Places and Yahoo Local are great ways to get started and all free. Your strategy for directories is to be complete and be consistent. Make sure you use the same spelling, the same way for all listings. Fill in as much as you can; photos, videos, mission statement, services and anything else they want to know about your business. Finally, ask friends to like and place reviews on these directories and let your customers know where you can be found.
With any social media sites, one great strategy is to always think like the customer. Anticipate their needs and what they will be searching for online. Maybe they are looking for a way to relax, de-stress or seeking information about pain management? Could a massage benefit anyone struggling with stress or pain? Of course, so be smart when it comes to sharing information. Think in terms of how your ideal customers will need help. What kind of answers are your customers and potential customers seeking and how does your service meet those needs? Now pretend you are having a conversation with them, ask questions and share information about solutions without being a commercial about your business. Use the 80/20 rule; 80% educational, 20% promotional. At least once a week, be sure to include a post specifically for a special, promotion, offer, coupon or other reason for potential or current customers to make a purchase now.
Marketing online is no longer just having a website where people can come to find your business. It's about going where your customers are online and connecting with them in those locations. Internet search engines, directories and social media are fast, fuel-burning engines. If you're not delivering something new on a regular basis, you're going to get left on the side of the road by someone else who is. Once you get found, engage with your followers on their terms. Get them to follow you on Twitter, Fan you on Facebook, or subscribe to your YouTube channel. Offer more insightful information, expert perspective, recommendations and news.
The Power Of YouTube
If used effectively, online video is the most powerful way to educate, inform, and build a community of customers and potential customers for your business.
Did you know most consider YouTube to be the second largest search engine? YouTube gets more than 300,000,000 visitors a month who watch more than 2,000,000,000 videos. Consumers go there to look for videos to answer their questions, show them how to do something, or review a product or business. When consumers are searching for information online and given a choice of reading content or watching a video, approximately 56% will choose to watch a video. If you want to use YouTube as a part of your marketing machine, you need to create informational-based videos, not promotional videos. People don't care about your product or service. They care and choose to do business with people who have solutions to problems they need solved. If you are going to create videos, make them about solving problems for your customers and remember to include a clear "call to action" or next step that you want them to take after they watch the video. Also, when you post your video, include in your description a website link or contact information of how viewers are to reach you.
Another avenue for business development is a blog. Did you know there are more than 200,000,000 blogs? People are more likely to visit blogs that align with their interests because blogs are non-selling environments. This should be good news for massage therapists who are not comfortable "selling." Think about it, you have completed several hours of education and attended many continuing education courses. You have more knowledge of the working body than the average consumer. Do you think you can share helpful information about the body or how massage can help the body? If your best friend was suffering from stress, inflammation or other forms of pain, what advice would you share to help them? Does massage help any of these? How? Why? You could probably easily explain in 500 words or less to your best friend how massage can help them. Try that mind set when you think about blogging. Topical blogs and article directories establish authority and credibility for you and your massage business. Wordpress is the most used website with a blog format; you can also use livejournal, Tumblr or Travelpod.
Many Options To Choose From
More than 800,000,000 monthly users of Facebook make this a very powerful part of the new internet marketing machine. The fact that Facebook recently changed their strategy has created an even playing field for all businesses using this tool. The new strategy for Facebook is to visually attract your customers, engage them and converse with them on a regular basis. No drive by postings. Don't post something and walk away for a week. Set it up so your page responses are connected to your e-mail so you can easily respond to anyone who makes a comment or likes your page when you are checking your e-mails. Set aside a specific time to invest in any social media sites and stick to this time.
One of the fastest growing social sites is Google+ and Google+ Pages. Google reported more than 100,000,000 active users within the first year. Facebook took almost 18 months to reach their first 100,000,000 and Google seems to have picked up steam. They offer many features for businesses; you can create circles and your content is indexed quicker since it is owned by Google.
LinkedIn has more than 100,000,000 users monthly. Since this forum is mostly used by professionals, the most powerful strategy is to be part of the discussions. Join groups where your knowledge and services can be applied. Look for discussions with other business owners where you both can benefit. This is also a good way to stay connected with other professionals and organizations within your massage industry. We all need to be connected and sometimes it is best to do that with others that share an understanding of our struggles first hand.
One of the more "up and coming" social sites is Pinterest. This new social site is certainly visually engaging. Businesses and individuals "pin" interesting photos, poems, inspirational quotes, recipes, patterns, and all kinds of information. Have a similar strategy as the new Facebook, use visually engaging photos and share educational information. Although you cannot mention your website, phone or e-mail, you can still share information that will increase your changes of being viewed as an expert and develop trust with potential clients.
Marketing online isn't an option anymore, it's a requirement. It's where your prospects and customers are searching to find businesses they can trust to buy services and get their problems solved. As you build relationships, you will earn their trust and more importantly, earn their business. Continue to engage and follow up. Continue to provide valuable information and continue to make offers 20% of the time. Integrate all the elements of your marketing machine so they amplify each other and are working together to keep your massage business going and growing.
Click here for more information about Stephanie Beck.
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