If you’ve started a new massage business, chances are you’ve organised a website for yourself. A good website is a pre-requisite for small business marketing. Everyone has one, but how do you make your website and brand stand out from the pack?
Firstly, you’re going to need great website design (harder to come by than you’d think) and secondly, you’re going to need SEO to be found at the top of the first page of Google, but that’s a whole other blog post. There is one thing you can do, however, that will help Google look at your website favourably and make your clients want to keep coming back for more – write a blog to promote your business.
But what should you write about? How long should it be? And how often should you blog? Should you do it yourself or hire someone else? Blogging shouldn’t be that hard – in fact, it can be a lot of fun if you’re doing it right – but it’s easy to get so confused with all the well-meaning advice out there, so we thought we’d distill some key points to help you make a real success of your writing.
How often should I write?
There is no set rule here. However, presuming you’re busy running a business, it’s unlikely you’ll have time to write every week. Putting fresh content up every two weeks or every month would be fine. If that’s too tough, just write bimonthly, but in that case, make sure your blog offers a unique perspective and is a decent length. Which is a nice segue into our next question…
How long should a blog post be?
Hmm. Well, this is a bit like asking “how long is a piece of string?” However, there are some guidelines on blogging for business to go by here. There are no strict rules, but Google and the content writing community recommend that you make a blog post at least 550 words. If you can’t do this, just do what you can. It may not get you to the top of the Google search page, but as long as you’re writing interesting material for your readers, they’ll keep reading. More recently Google has started to favour longer format blog posts (above 1200 words), but the key thing to remember is that quantity really doesn’t matter. Unless your blog post is interesting, informative, answers questions and provides an interesting point of view, nobody will read it. And if nobody’s reading it, Google won’t rank it.
Should I include images?
Yes – most definitely. Google likes you to have at least one or two images on each page, because it makes the page more appealing. It adds to the reading experience – people are far more likely to stay on a visually appealing page.
What should I write about?
Have a brainstorm about what your clients would like to read. The best small business marketing ideas come from your experience and knowledge of your clients and the industry. Here are a few categories to get you started and give you some ideas to expand on:
Interviews: you could interview an athlete client (especially if they are top of their field or well known) or a well-regarded physiotherapist or doctor that you work alongside, where you discuss particular issues surrounding injuries or health.
Educational information: your clients may want to know some tips about staying injury prevention, self-care after a massage treatment, how trigger point treatment works, or other helpful information regarding pain management.
Debunking myths: set the record straight on certain misconceptions or treatments that are no longer considered valid.
Fun quotes: collect a series of fun quotes on massage, just for a giggle. Alternatively, collect positive quotes (testimonials) from happy clients and put them together in a happy little ensemble – a real winner on Facebook.
Provide useful information: are clients often looking for stretching or yoga classes? Do you recommend any particular fitness groups? Is there a great place that serves healthy food nearby? Provide news and information that will be helpful and appreciated by your clientele.
Industry events: have you been attending any interesting massage industry events lately? Provide an insightful but brief rundown on the event, but make sure you focus on any benefits that may appeal to your clients.
Essential blogging for business tips
- Make sure you keep your blog upbeat and interesting.
- Before you publish it, read it out loud, and imagine you are talking to one of your clients. After all, they are your target market. Reading out loud allows you to eliminate any words that wouldn’t sound appropriate in a conversation, and it’s a good way of checking that the article flows nicely.
- Edit, edit, edit! Be brutal with your own copy. Ask yourself, do I need to say that? Am I waffling on? Chop it back!
- Break up your text into short paragraphs. It’s hard to read lots of dense text on the Internet, particularly on mobile – a little white space makes things a lot easier to read.
Remember small business marketing is very important for you to attract and retain clients. If you keep it creative and informative, your blogging will become an essential part of your overall marketing strategy.
Happy blogging – and remember, have fun!
Sage Institute of Massage – it’s more than a job, it’s a rewarding career.
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