Facebook is by far the largest social network out there, and it just recently hit the one billion users mark. The main reason people join Facebook is because … well, everybody’s on Facebook.
If you’re not on Facebook, you might miss out on party invitations, birth announcements, and all kinds of photos. (People post more snapshots on Facebook than on any other website in the world.) The atmosphere is casual because people primarily join Facebook to keep up with their family and friends. Connecting with businesses and brands they like is an afterthought, but an important one. It’s that sense of connection that’s important. People don’t want to be talked at!
One unique Facebook issue is that it has gotten very specific rules about keeping your professional and personal self separate. So while you’ll need to have a personal account, your business page will need to be its own entity. If you need step-by-step guide to setting up your Facebook business page, we got you covered.
The following rules for massage marketing on Facebook relate to your business page:
1. Be sociable.
The old proverb goes, “To make friends, you must show yourself to be friendly.” Setting up shop on Facebook is just the first step. Visit other pages in your community and “like” their page first. Post on their walls, share their posts, and do a little virtual hand-shaking. You can always mention your page in your personal posts, as well as send invitations to your friends to like your page. Don’t be shy about asking your fans to share the page to their friends, as well. Just don’t be the one always asking for favors! You have to get out there and be friendly on other people’s pages, too.
2. Use your page to drive traffic back to your website.
The whole point of social media marketing is not necessarily to get as many likes, comments, and shares are you can. That’s all very gratifying and helps you feel popular, but is it translating to new clients or referrals? Engaging your audience on Facebook is the first step, but then you want them to take action. Include a call-to-action in your post that leads the fan back to your website, encourages them to book an appointment or buy a gift certificate or get a special discount. Of course not every post should include this kind of “ask.” You can also include coupons or special offers in the top portion of your page. All of these boxes are customizable.
3. Post visually engaging content, such as photos or infographics
HubSpot did a study in October 2012 that showed that photos on Facebook Pages received 53% more Likes than the average post. They also compared each businesses’ average comments-per-photo to their overall average comments-per-post and found that photo posts attracted 104% more comments than the average post, too.
After they analyzed their findings, they had the following suggestions to help turn those high-engagement content into highly actionable posts that lead to real business effects:
- Start increasing your visual content posts and make sure they are high-quality, engaging images. Get creative and even silly. Share photos of yourself when you were a kid, or photos of your pets, and relate it back to your work.
- Always include a link back to your original content on your website. Many people post photos and forget to include a link. It may get a lot of likes and comments, but then what?
- Collaborate with a designer or professional photographer. Maybe you have a friend who is a graphic designer or photographer. Consider trading massage services for some of their design services. Professional quality visual content will make you stand out from the crowd.
The process of managing your Facebook page can be fun and informative. After you’ve been using your page for a while, start digging into the analytics through the Insights tool. You’ll find out all kinds of information about your audience, what kinds of posts are the most successful in driving your audience to take action and engage. You can use that knowledge to improve and hone your posts and messages to be more consistently engaging.
Aaaaand, if you haven’t already done so, hop over to the Massamio facebook page and give us a “like”!
Tell us how you use Facebook to market your massage therapy practice! We’d love to get your feedback, tips, and suggestions in the comments.
Comments from original Massamio post:
Great post. Pictures do make a difference. I use ABMP stock photos. Where do other people find photos? — Posted @ Monday, February 04, 2013 6:43 AM by Derek M
I get my stock pics from Shutterstock — Posted @ Monday, February 04, 2013 7:46 AM by Melissa S
Great article, Benjamin! Another important thing for the professional to master is how they are interacting with the public on their page. Knowing how to deal with feedback, both positive and negative,is crucial. — Posted @ Wednesday, February 06, 2013 2:05 PM by Amy-lynn
Thanks, Amy-lynn. Indeed, feedback & moderating can be tricky. — Posted @ Wednesday, February 06, 2013 3:01 PM by Benjamin McDonald
The key to using Facebook (and for any social media vertical for that matter) is engagement. Focus on being social such that your audience will engage with you with comments, shares, or likes. Their are tactics to give you a better chance at engagement such as posting photos, using CTAs, and speaking with a “human” voice then some godly entity. However, when it comes down to it, it’s all about having social conversations. How you create these conversations, it’s up to you and how your audience perceives you. — Posted @ Friday, December 13, 2013 3:47 PM by Marvin Fontanilla