The world of massage therapy is a complex one. As a massage therapist, your job is focused on improving the daily lives of your clients. But, another aspect of your job is to constantly build up your client base.
This is where Facebook ads for massage therapists can help make your job a little bit easier.
Why Massage Therapist Facebook Ads Work
When you think of attracting a local clientele, Facebook ads may not be your first thought. After all, how does the largest social media network in the world (with over 2.9 billion users each month) help you attract clients in your desired zip code?
It turns out that Facebook can — and does — reach right into the heart of where and who you’re targeting. When you run a Facebook ad campaign, not only do you select the precise zip code where you want to draw business from, but you also select the target audience.
You can specifically target local folks who are interested in improving their fitness and well-being. Not only are you finding people in your own backyard, but you’re targeting the ones who would be more likely to purchase your services.
Here at Laptop Empires, we’ve seen Facebook ads (when executed correctly) increase foot traffic and revenue for many small businesses. Luckily, massage therapists can benefit from these ads the same way other small businesses do.
How to Build a Successful Campaign
If you want to incorporate Facebook ads for massage therapists into your own marketing plans, let’s take a closer look at tips and tricks to get the most out of your ads and have clients walking through your door.
1. Set a Goal for Your Ads
Before you get started, take the time to evaluate your goal with your Facebook ads. A common answer to the question of why you want to run ads might be “so I can get more clients.” However, Facebook ads work better when you focus on something specific.
So what are some examples of goals a masseuse may have with their massage Facebook ads? A goal might be to:
- Discuss the value of massage therapy versus other stress-relieving tactics and take someone directly to your booking calendar
- Highlight a new client special, but only if they book through the ad
- Illustrate the benefits of regular massage therapy and get the audience to learn more
- Promote gift cards for the upcoming holiday season and send users to your website to make a purchase
- Showcase an especially flattering review and get someone to sign up for your newsletter
When you start listing the numerous ways you might use your Facebook ad campaign, you can clearly see how you might have to narrow it down to a goal or two. Otherwise, your ads will be all over the place.
This ad has a clear goal — to hire massage therapists in the area while reiterating the safety measures in place for both a masseuse and a customer.
The goal of a campaign doesn’t have to be elaborate, but it does need to be focused.
2. Convey a Clear Message with Copy
When creating a Facebook ads campaign, one of the common questions is “what do I write?”
Fortunately, you don’t have to come up with prize-winning literary sentences. But you do need to make sure your words (also known as your copy) are clear and convey the exact message you want the locals to see.
For example, if you want to highlight the benefits of massage therapy, then make that the focus.
This may seem like an obvious suggestion, but sometimes we feel obligated to cram in every possible detail when we create an ad. Thankfully this isn’t necessary. Keep it clean and simple, and you’ll be fine.
The copy also needs to tie back to your goal. If your goal is to promote a coupon or ongoing special, make sure your copy supports this and doesn’t muddy the water with another idea.
This ad is a good illustration of clear and concise copywriting. It lists the benefits of massage therapy in a short, simple manner. Plus, it makes clear what the next steps are (click to claim 25% off).
Another point to emphasize is staying away from promising specific results. While massage therapy may offer plenty of benefits, you have to be careful your copy doesn’t make guarantees or promises.
3. Include Quality Images and Videos
Massage therapists have a bit of a challenge with advertising because it’s hard to showcase how great someone feels during a massage session. One way to combat this is to use high-quality images or videos to capture people’s attention and convey the overall message.
When selecting images, consider what you want others to think of when they are scrolling their feeds or clicking their way through Instagram. It needs to be something to capture someone’s attention quickly.
The imagery in this ad works so well because the main theme is the power of hands — which is definitely a plus for a masseuse — but the unusual and unexpected light is enough to grab someone’s attention.
Like your copy, the image or video should support the overall goal and theme of your Facebook ad.
4. Target the Right Audience
To pull your massage Facebook ads together, the goal, imagery, and copy should all align. However, another key element to this equation is to target the right audience.
This is an important step because the last thing you want to do is spend your marketing dollars putting ads in front of the wrong people. Everything in your ad could be absolutely perfect, but if it’s not in front of the right eyeballs, then it’s a wasted effort.
With Facebook ads, targeting the right people is easier to do. First, you can select the age and gender of who is most likely to respond to your offers. Think about your current clients and their backgrounds, then build on this.
In addition to age, gender, and zip code, you can focus on people who have specific interests that are aligned with someone who might respond to massage therapy.
For example, when someone lists their interests as yoga, fitness, or hobbies along those lines, it increases the likelihood of engaging with your Facebook ad.
This ad targets people who plan events either for their own business or another company. The ad speaks directly to someone who is responsible for making decisions about parties and party planning.
5. Take Advantage of the Insights
When you run Facebook ads, you have access to valuable data and information about how your ad is performing. This information is key to running successful ads.
There are two ways to get these insights to maximize your ad spend.
The first is provided to you in your Facebook Ads Manager dashboard. From here, you’ll be able to see exactly how your ads are performing. Then, you can decide if you should keep running the same ads or if you need to change it up a bit.
Under the Campaigns, Ad Sets, or Ads section, you can choose “View Charts.” You’ll find information here like:
- Your ad’s conversion rate. How many people take the desired action?
- The number of clicks. How many clicks on your ad and whether or not people are responding.
- The number of impressions. How many times is your ad being seen?
- How much you’re spending. You can keep track of your spending so you don’t go over budget.
Once you start looking at the insights, you can make decisions about the appropriate next steps for your campaign.
For example, if you have a low conversion rate and no one responds to your ads, you should review your offer. Is your call to action clear? Is the copy easy to understand and follow? Are you targeting the right people?
The reality is that you won’t be able to answer these questions unless you look at the data.
Another tool is the Facebook pixel. This is a code you place on your website (which is likely where your Facebook ads are driving engagement to) so that you can track more data. The pixel will tell you what’s happening when people get to your site because of your ad.
Data collected by the pixel is compiled and added to an Events Manager page. From here, you can see the actions people took on your site, such as signing up for an event or a newsletter.
You can also see how long people are spending on each web page and other key metrics.
The Facebook pixel is free and is one more tool for massage therapists to use to optimize their Facebook ad spending.
The Final Word on Ads for Massage Therapists
If you’re looking for a way to get in front of a local audience and promote your massage therapy business, then Facebook ads could be what you need to set yourself apart from others.
You’re good at what you do, so Facebook ads may be just the right tool to get noticed and increase the number of clients coming through your doors.