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A Letter to the Profession from the New President at AAAOM
Volunteering for a national, nonprofit organization brings with it such highs, lows, and accomplishments, as well as a steep learning curve.
End of an Era Looms at NYCC
New York Chiropractic College recently announced that Dr. Frank Nicchi will retire in August 2017 after 36 years with the college, the past 17 as president.
A First for the Profession: CCE Accredits First Chiropractic Residencies
The Council on Chiropractic Education (CCE) has awarded accreditation to all five chiropractic residency programs currently administered at Veterans Administration facilities, "the first residency programs in the nation ever to be awarded this distinction, a significant advancement in the evolution of chiropractic education," according to a VA press release announcing the milestone.
Dedicated to Defending Chiropractic
Whether you're a veteran DC or a first-trimester student, the name George McAndrews should be part and parcel of your professional vernacular, as familiar as the word chiropractic.
Little Sticker, Big Impact
It's the end of an election year. Hilary Clinton and Donald Trump were the subject of conversation for everyone, everywhere for the entire 2016 calendar year. I don't think any of us can deny that this election affected us all very deeply on a personal level.
A Q & A About Updated Codes
Yes, indeed there was an update to ICD-10 on Oct.1, 2016. This is a regular update to the diagnosis coding system and this type of update will occur every Oct. 1, just as it did when the ICD-9 system was in place.
Southwest Acupuncture College Brings It to Division 1 Athletes
When Michael Phelps' photograph with the distinctive round marks left by cupping went viral, the Division 1 student athletes treated through the Dal Ward Athletic Center at the University of Colorado (CU) could relate.
A Simple Protocol for Holiday Stress
It's winter, a time when we should be deep in reflection, eating warming foods and sleeping long hours. Following nature's rhythms, we restore our bodies and minds in preparation for the renewal of spring.
News in Brief
New President / CEO Takes Office at Yo San University. Electroacupuncture for Constipation?
Chiro School Reunion: Whatever Happened to...?
I opened the door to the closet slowly, carefully, since I knew it contained a large number of precariously stacked file boxes. It also held numerous outdated gizmos with electrical cords of various lengths that could trip or strangle a person.
Another Chance to Make a Difference
Just a few months ago, "the worst natural disaster to strike the United States since Hurricane Sandy" hit Louisiana. During this storm, one area experienced 31 inches of rain in 15 hours as almost 7 trillion gallons of water rained down in just one week across the state.
Overuse Injuries in Young Athletes (Pt. 2)
Most overuse injuries are benign, but there are some high-risk injuries that, if unrecognized or inappropriately treated, can result in significant loss in time from the sport or even require leaving the sport.
Branding: Set Your Practice Apart
Dr. Brad started his practice seven years ago on a shoestring budget. He created his generic logo in five minutes using a website because he didn't have the time to figure out how to make something special.
6 Steps to Make 2017 Your Best Year Yet
People often ask me what defines success. Success, for me, is simple: doing exactly what you want to do in life. Whether it's the kind of practice you run, your life at home, your hobbies or something else, it's achieving anything you put your mind to.
Herbs for Digestion: The Power of Bitter
Many cultures (and indeed herbal clinicians) around the world have long respected the role of bitter herbs and foods for promoting digestion. For example, aperitifs – drinks consumed before a meal to stimulate appetite and digestion – were originally derived from bitter herbs.
What We Can Learn From Spine Surgery
Patients with lumbar stenosis presumably present for conservative care to improve their quality of life and avoid surgery. However, providing clear guidance to these patients can be difficult for a number of reasons.
Assessing Core Stability and ROM: 5 Basic Checks
One of the first steps in addressing core stability is assessing static posture, ranges of motion, and motion of the pelvic bones, sacrum, femurs, lumbar spine and thoracic spine.
2016: A Year in the Life of Acupuncture
Happy Holidays, may you, your family and friends have peace, joy and blessings throughout this special time of year. As 2016 comes to a close, we can look back and celebrate the many events and accomplishments for the profession of acupuncture.
Meshing TCM With Environmental Pediatrics: Where's the Overlap?
Pediatrics has a long history within Chinese medicine dating back to the late Han dynasty (i.e., the late 200s CE), with the two primary areas of emphasis being herbal medicine and xiao er tui na (pediatric massage).
DVT: Know the Signs and You Could Save a Life
I lost a friend several months ago. He died from a pulmonary embolism (PE) secondary to a deep-vein thrombosis (DVT) that originated in his lower leg. Bobby was in his mid-60s, soft-spoken and had a big heart.
All Fiber Is Not Created Equal
Sometimes the best place to start is at the end. So, the conclusion of this article is that all fiber is good ... but some fiber is better. Let's break it down. There are two main types of fiber: soluble fiber and insoluble fiber.
Can a Multivitamin Reduce Breast Cancer Recurrence?
There is a great deal of controversy regarding the value of multivitamin supplements in cancer prevention. However, with respect to preventing breast cancer recurrence, an important study was published in the Journal of Breast Cancer Research and Treatment in 2011 by Kwan ML, et al.
Molecular Motors: Tiny Machines Behind the Rhythm of Life
In the clinic, we aim to restore healthy patterns of movement for qi that has gotten trapped or misdirected, or may have even collapsed. We may be focused on freeing stagnation, releasing heat or redirecting counterflow qi, but it often comes down to helping re-establish a flow of sorts.
August, 2014, Vol. 14, Issue 08
Putting the Social Back Into Social Media
By Stephanie Beck
Social media is more than a passing fad, it is definitely here to stay. Social media apps and channels of distribution may evolve, but the concept of social media is now big business and a part of all our lives.It can seem intimidating if you don't quite understand how it works, but using this network to grow your practice requires a successful strategy to develop a winning social media ad campaign. Whether you choose Google AdWords, LinkedIn, Facebook or sponsor tweets on Twitter, online ads are very affordable, can be easily tracked and they can produce great rewards for a fraction of the cost of traditional advertising. Knowing the key components of a successful online ad campaign is the first step to creating a winning and profitable campaign for your massage practice.
The Perfect Ad
The perfect ad is creating the right message and is seen by the right people and at the right time. That sounds simple, right? And yet 90% of all failed online ad campaigns are because most people have the wrong target audience with the wrong message.
Find Your Target
It is all about testing and understanding your target audience. You want to get as specific as you can for the types of people you are looking to do business with. Focus on defining who your IDEAL market is and what their social habits are. Several of my Facebook fans on my business page have an interest in the most obvious like meditation, Reiki, Yoga and reflexology; however they also like gardening, jewelry, traveling, photography, cooking, coffee, horses and dancing. Why is it important for me to know this? Because the better I know my fans habits and interests, the better job of targeting I can do with the content on my page, and more importantly, the content in my ads.
On Facebook, it is easy to see the data; in the search bar enter "Groups joined by fans of (YOUR BUSINESS PAGE NAME)" and a list of groups appears. Now you can keep replacing the words "groups joined" with other factors you want to know like: "pages liked" or "people followed" or "interests." Look for pages, interests or groups that have some of the largest numbers of your followers and you can use these lists to start targeting your ads. There is a lot of data mining you can do to start to understand your audience.
When planning a national event like a conference or workshop, I will generally use one of two types of approaches. Some social networks like Facebook or LinkedIn allow advertisers to get very specific with their targeting. On Facebook, I start by identifying the key influencers in a customer's niche, seeing if they have a strong Facebook presence, and then target ads toward their fans. Next. I start by testing the fan's response and as the data starts coming in, I add other influencers to increase my reach and scale the efforts.
In other instances. I can do the opposite. Start with a macro approach by targeting several groups of key influencers with strong Facebook followings across the country and then narrow down my geographical targeting as we approach the time of the event.
When working with local clients, you use the same type of approaches just on a smaller scale. Look for key influencers within their city or several surrounding cities of the local customer and target their fans. Or you can take a micro approach; only target groups within your local community of key influencers and keep the radius to a smaller scale.
In some of your major metropolitan areas. you might have to use zip codes for targeting rather than city wide approach. Consider too, that in these major cities most people would only do business with a location in their comfort zone. For example, I live in the coastal area of San Diego, I'm not driving to East County when I have plenty of choices right in my neighborhood. Even if the service is awesome, it is all about convenience. What can I say, I fall into the time is money category, so for me, I want access and no traffic hassles.
Regardless of the method of targeting, the point is to identify people whose fan bases include your ideal clients or customers. Next you can start to focus on the ad copy.
Online Ad Components
Online ads have a headline, image and sometimes a description, depending on the platform and the type of ad you are running, you may or may not have all the variables. Generally speaking, two of the components that have the most influence on the success are the headline and the image. In order to create a great headline, start with a question and be sure to speak to the needs/wants/desires of the IDEAL targeted clients. Also, avoid sounding like a brand looking to promote, but instead like a human looking to connect. Remember these are "social" networks and people want to connect with other people.
Make the ad copy sound like you're a human who cares and is speaking directly to the person on the other side of that ad (not a group of people). The more personal you are with your ad copy, the better response you should receive.
Why a Question?
It doesn't have to be a question. It is your money after all, if you don't want to use a question you don't have to, but understand why questions have proven to work so well. We are inquisitive creatures. We find it difficult to resist a question mark. Don't believe me? How many have you taken one (or all of the following quizzes on Facebook): Which dessert are you? Which fierce animal are you? Where should you most likely live? What island should you visit on your next vacation? And the list goes on. When we see a question mark, it forces our mind into hyper-curiosity mode where we must know the answer. With any kind of marketing copy, whether on Facebook, Google, Twitter or LinkedIn, response rates can drastically improve if you switch the headline from a statement to a question.
The second part of the ad that has the most influence is the image. Many times, depending on where an ad is located on the screen, it is the image that grabs the attention first and the question in the headline that makes them click to find out more. Some basic marketing practices to know, believe it or not, but attractive smiling women generally test better than men. When building a basic "likes" campaign, trying to attract more followers, use images that provoke a laugh. Humor can be a great marketing tool to draw new followers. Just make sure the image you are using tells a story. We are all familiar with the old saying "a picture is worth a thousand words," and you want those words to tell a story and make a connection with your target audience. The image is something you will always need to be testing so have two to three images to try and see which gives you the best response.
The last part of successful online ads is what is called the sales funnel. This is where the people who click on the ad go next. Have a solid plan for what you want them do when they arrive. Your content on your landing page, website or app should have the same consistent message as your ad. If you have a video on your landing page, then why not try using a screen cast image from the video in your ad? The targeted audience recognizes the image and knows they are on the right path to the answer to the question in the headline. A recent change to Facebook ads now allows you to create a video ad which might be worth testing. If you are asking them to register in your ad, make sure when they click on the ad that they are taken to the register page. This sounds like common sense, but you would be surprised the number of times this is done incorrectly. Also, remember that people are still looking to connect with a person and in test after test, the responses were better when the landing page was personally branded as opposed to company-branded.
Test and Test Some More
Lastly, I want to emphasize how important it is to test everything. Testing is going to be your most effective tool for successful campaigns. And because it is digital, you can adapt or change your message quickly, unlike traditional marketing where you spend $1,000 to $3,000 hoping it works and not being able to modify anything on the mailer or ad without investing another bunch of money. Unless you have a mailing listm you will need to buy or rent leads. You have creative costs and print of your marketing piece and then the cost of postage. Lastly, you are gambling that the message you're sending out is going to connect to a percentage of those folks, if they even open and read it. Even if you do have your own mailing list and do it yourself by printing up flyers in your office and adding them to invoices or handing them out at your reception counters, that is still a few hundred dollars of "testing" your message to see if it works.
With digital ads, you have data within hours of launching a campaign and you can be modifying and testing three to five different messages with that couple of hundred dollars. Digital adbertising eliminates the risk for a lot less investment. Once you have a proven message that converts with your targeted audience, this can actually assist you to refine your traditional advertising for better conversions. Test your target audience, your ad copy, the images and the funnel. As you test each element, be sure to test one component at a time so you know what worked and what didn't. Remember, this is a marathon and not a race and not everyone wins the big trophy their first time out. But, if you follow the right guidelines and test to find the right message to the right person at the right time, then even when you are testing you can have success from the start.
Click here for more information about Stephanie Beck.
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