A Facebook page for your massage business is a great way to stay connected to existing clients, build loyalty and attract new clients. Plus, it can be lots of fun! A business page is a little bit different than a private Facebook page though, so let’s have a look at what you need to cover before you get started.
Your Facebook business page: what are your objectives?
Facebook is an excellent marketing tool for your massage business. It engages customers, gives personality to your brand and boosts awareness. That said, it is not a panacea for all your marketing problems, so don’t expect that getting lots of “Likes” will generate lots of customers. While it is true that some businesses do achieve this through Facebook, these businesses are often large ones that spend a lot of money on advertising in the process. You will still need to market your business in a variety of ways to attract new business. Instead, think of Facebook as one valuable part of your overall marketing strategy.
Realistically speaking, what could Facebook do to help your massage business?
Your Facebook business page could:
- keep you in constant contact with your existing clients
- tell people what you’ve been up to
- promote material and special offers to your existing clients, potentially attracting new ones
- be an excellent way of doing market research, e.g. you could ask your clients “Who would want to book in for a massage if we opened up on Sundays?”
- create a sense of community amongst your clients
- create a sense of trust and authority in your business
- be used as an advertising vehicle if you decide to pay for Facebook ads
Setting up your Facebook business page
When setting up your Facebook page, it’s important you do it the right way so that you look professional and, of equal importance, your page is interesting and engaging. Here are a few things to focus on getting right from the start:
1. Tend to your “ABOUT” page
People will read this page – particularly potential customers – to find your contact details, web address and, of course, a little bit more about you. Make your “ABOUT” page interesting and informative. Include all contact details and remember to include other information such as your opening hours, qualifications, a brief bio and whatever else you feel is relevant.
2. Include your logo and a great cover photo
Your profile picture on a personal Facebook page is the little thumbnail that you see next to every post. For a Facebook business page, this should be your logo. If people search for your business on Facebook, you’ll want your logo to be instantly recognisable. Also ensure that your main cover photo is attractive and representative of your business. It’s also a good idea to add your website address in there too.
3. Decide whether you want your Facebook fans to be able to message you
It is recommended that you make it as easy as possible for people to be able to message you. If you do decide to go with this, go into your settings and allow messages to be received. You’ll just need to make sure that you check your page regularly and answer any enquiries. Be prepared for positive and negative feedback. If you get a positive comment, thank the person for taking the time to do so. If it’s negative, address the comment straight away and invite the person to take the conversation offline and deal with the issue over the phone or in person.
4. Figure out when your audience is on Facebook
You can go to Facebook insights to check this, but also think logically about when your audience is likely to be active on Facebook. Use this to guide you in finding the best time to place your posts. Posting in the middle of the night is not a good idea because by the time most people check in on Facebook, the material will have been pushed way down the feed. This makes it less likely to be seen.
It’s also best not to post updates too close together. Facebook has been known to clump posts and only display one. You should also consider your audience – they may be happy to receive a message every day but perhaps not four or five.
5. Start your page with lots of pictures
The main reason for adding lots of images to your Facebook page is because photos look good! They add lots of colour and instant visual appeal – and it’s a known fact that photos are very engaging to fans. You also need to add photos because it’s required in your “PHOTOS” app that is automatically added to your business page
6. Once you have lots of pictures in your feed, mix up your format
Now that your page is looking good, mix things up a little by having a variety of different styled posts. It’s highly recommended that you include some image posts that are visually pleasing and engaging, some text posts that are purely fun and social, and other posts that link to interesting articles or information on your website. Here are a few things to keep in mind:
- When including link posts (posts that link to other articles outside of Facebook) make sure that the image on the link is attractive. Nowadays the image that appears on the link is larger than it used to be, so you’ll want to make sure it looks good.
- With text posts, it is a good idea to occasionally ask your readers questions. This is a sure-fire way of increasing engagement.
- Give people updates about your activities – and don’t be shy about asking people to share the information with their friends!
7. Once you’re up and running, get promoting your page!
Now that your page is live, looking great and has some content on it, it’s time to get out there and promote it like a product.
- Make sure your Facebook icon is visible on your website
- Put a sign in your massage clinic, inviting people to join you on Facebook
- Include a “Follow us on Facebook” message/link in your email signatures
- Invite customers to join you on Facebook when they have visited your clinic
8. Have fun
Enjoy your Facebook page. It’s a chance to be warm, social and engaging – just remember to stay professional and on topic. Have fun!
Facebook is just one part of your overall website presence…for more great tips, see our previous blog on building your new massage business website.
Sage Institute of Massage – it’s more than a job, it’s a rewarding career
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