The debate of paid vs free massage advertising methods has passionate believers on both sides. Today we’re going to hopefully give you a clearer picture of this issue so you can weigh up both options and make a choice which road you’re going to take for your next massage ad campaign.
First we will start with an overview of both sides of the argument including examples of the ad channels, then we will look at pros and cons and go over when paid or free advertising could be more suitable.
Paid vs free massage advertising overview
Free massage advertising channels focus on leveraging organic, or ‘earned’ audiences built over time on areas such as social media pages, existing email databases, your website, and more. The reward for all the hard work invested in building your audiences and then using them for organic advertising is often free exposure, which can be very attractive for many small businesses with modest advertising budgets.
However, going down the path of free/organic advertising methods is not without its challenges. Achieving great results can be a long-term, resource-intensive process, requiring a significant investment of time and effort. For example, elevating your website’s SEO ranking (how high it shows up on Google searches) means conducting extensive keyword research, crafting hundreds of thousands of words of quality SEO-optimzed content and building robust backlinks.
On the flip side, paid massage advertising entails a different approach, one that involves paying to put your message in front of your potential customers. This can include social media ads, Google ads, newspaper ads or any other type of paid promotion.
The reward for investing in paid advertising is fast results. You can have an ad up and running in minutes.
However, the cost of using paid advertising can turn off some business owners who might be scared to invest money in their business, or they may have limited advertising budgets.
Let’s take a closer look at different pad and free massage advertising methods, then we will weigh the strengths and weaknesses of each method so you can make a well-informed decision which way you want to grow to drive growth for your massage business.
Organic/ Free Massage Advertising Methods
Referrals/Word of Mouth
Word of mouth is one of the most powerful forms of organic advertising. When you provide excellent service to your clients, they are more likely to recommend you to others. This type of advertising is free and highly effective, but it can take time for referrals to trickle in, especially in highly competitive towns/areas.
Search Engine Optimization (SEO)
SEO is the process of optimizing your website or Google Business Profile to rank higher in search engines such as Google. This involves using keywords, creating quality content, and building backlinks to your site. By doing this, you can increase the visibility of your website or GBP profile and attract more potential clients.
Client Reactivation:
One of the most effective organic advertising methods for massage businesses is client reactivation. This involves reaching out to former clients and encouraging them to return for another massage. This can be done through email, phone calls, or even a personal visit. Reactivating former clients is a great way to get more business without having to spend any money on advertising.
Networking:
Networking is another valuable organic advertising method for massage businesses. This involves building relationships with other local businesses and individuals in your community. For example, you could partner with a local gym to offer your massage services to their members, or network with other local business owners through BNI or Chamber of Commerce meetups to promote your services. By building these relationships, you can increase your exposure and reach new clients without having to spend any money on advertising.
Media Attention
An underutilized organic advertising method for massage businesses, media attention encompasses coverage from local news outlets, newspapers, magazines, live broadcasts on local TV or radio shows, and even being a guest on podcasts. Such media exposure amplifies your reach and establishes your massage business as a credible and trustworthy provider of these services.
Organic Social Media Pages:
Organic social media marketing is a tried and tested method for massage businesses looking to expand their customer base and promote their brand. By consistently posting and sharing meaningful content on platforms like Facebook, Instagram, Tiktok and Twitter, you engage with your followers, attract new ones, and maintain the interest of current ones.
This can be a lot more challenging these days on FB, and IG than it used to be, but newer channels like reels, stories and TikTok are providing more organic reach for posts at the moment. If you can crack this method it is possible to reach a broad audience without incurring any advertising expenses.
For more examples of the best free massage marketing methods, check out my article ‘The 10 Best Free Massage Marketing Methods’ https://massagetherapyadvertising.com/10-free-massage-marketing-methods/
Paid Massage Advertising Methods
Google Ads
Google Ads are a great way for massage therapists to reach out to potential clients. With Google Ads, you can pay to have your business appear at the top of search engine results when someone searches for massage services in your area. This means that people searching online will be more likely to find and click on your website or contact information before any other competitors.
Facebook and Instagram Ads
If I could only choose one massage marketing method on this list out of all of them it would be this one. Paid Facebook and Instagram ads are hands-down the best massage marketing method to find new clients. By using them correctly it allows us to get 10-15 bookings a week with this method.
With the ability to target specific audiences, you can ensure that your message is reaching the right people. You can also use demographic targeting to focus on individuals who live in certain areas or have certain interests. This allows you to be more strategic with your marketing efforts and get better results for less money.
Tiktok Ads
Tiktok is the newest major social media platform to join the marketing world, which means there is the least competition for advertisers at the time of writing this. It can be used as an organic marketing channel but can also be a highly effective massage advertising channel as well.
Print & Media Ads
This is how businesses used to advertise before the internet. Newspapers, magazines, radio, TV, billboards etc. were the only paid ad options, so they do work, just not as well as today’s online methods.
Sponsorship
If you do more sports/remedial/deep tissue style massages, a viable massage advertising channel is to approach and sponsor local sports teams and offer slightly discounted services or upgrades to players. This not only supports the local community, but also helps you build brand awareness and reach new clients.
The Great Debate – Which massage advertising methods are better?
Paid vs free massage advertising methods – the eternal question. The answer is, it depends. Both methods have their advantages and disadvantages, and the optimal choice for your business will hinge on your budget, target audience, how fast you want results and other advertising goals.
A lot of people might say that if you are just starting out and have very little budget then go for free massage advertising methods over paying for ads. However if you know how to set up social media ads properly you can get new bookings for a few dollars ad spend each, which is incredible compared to decades past where it would cost thousands of dollars to run a print ad.
If you are happy to spend months or years slowly getting a few new clients a months and have a lot of time on your hands each week to create content and post multiple times a day, then free massage marketing methods might be more suitable to you.
If you have bills to pay and want to make a successful career in the massage industry with a steady income no matter the season, then you’ll want to get good at paid ad methods.
My recommended plan
If I could give a step by step plan based on what worked for us to grow our massage salon from 0 to over 200 appointments per week in 2 and half years is to:
1. Start with learning social media ads so you can cheaply and easily attract clients.
2. Set up referral systems to make asking for and getting referrals easy to do. This will include getting referral cards made, as well as verbal scripts, signage and emails.
3. Set up and optimize your Google Business Profile (GBP) so you start getting to the top of the search results.
4. Systemise asking for referrals and send them to your GBP, which will help you climb the ranking quicker.
5. Continually work at delivering an incredible experience for your clients both on and off the table so that once they come in through your ads they want to come back and refer clients to you!
6. Keep in touch with and reactivate past clients through email and SMS with check-ins and offers.
7. Post regularly on your social media channels and if you have time, post more often on reels and stories for extra reach.
There are so many other marketing methods but those are what we focus on in our salon more than others.
Frequently Asked Questions (FAQs) When Comparing Organic Vs Paid Advertising Methods
Q: Which is better, organic or paid massage advertising methods?
A: The answer to this question depends on your specific needs and goals. Both organic and paid massage advertising methods have their pros and cons, and the best choice for your business will depend on your budget, target audience, timeframes and advertising goals.
Q: Is organic massage advertising always 100% free?
A: Not really. Organic advertising might be free or very low cost, but can entail costs such as time and resources invested in content creation, SEO or referral network building.
Q: Is paid massage advertising always expensive?
A: No, the cost of paid advertising can vary, with options like print advertising or billboards being expensive but social media advertising being very cost-effective.
Q. Should I only focus on paid or free massage advertising methods?
A. I’d recommend learning both channels to reduce your risk if one method stops working, or your goals, or economic situation changes and you need to adapt fast. Nothing works great all the time, forever, so it’s smart to use more than one ad channel and stay up to date with the latest methods.
Conclusion
In conclusion, both paid and organic massage advertising methods have their unique benefits and drawbacks. By evaluating your budget, target audience, and advertising goals, you can make an informed decision that maximizes your advertising budget and helps grow your massage business in accordance with your goals and timeframes.
I know it might seem like there are a lot of different ad methods here to focus on, and it might seem overwhelming, but if you aim for one strategy to work on each week or month, you should see great results.
If you’d just prefer to just copy and paste massage ads that I’ve already proven to work to bring in a flood of new clients for our own salon, then my ‘7 New Massage Clients In 7 Days’ program will save you months and hundreds of dollars in figuring it out on your own.
In the program, (which hundreds of massage therapists from around the world are already using), I give my own tried and tested templates that I’ve developed and use in our business.
On top of the ads the Academy also has everything you’ll also need, from strategies to eliminate no-shows, rebooking scripts, done-for-you social media posts and emails, and a lot more!
Learn more about it and see success stories from other therapists here: https://www.moremassagebookings.com/7-new-clients-in-7-days
– Kurt