Massage & Bodywork

JANUARY | FEBRUARY 2019

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R is for RETAIN How do you know if your "welcome back" marketing strategies to keep current clients coming back are working? Calculate your client retention rate! How? Follow these steps: 1. Choose a time period to study: three months, six months, a year, etc. 2. Determine the total number of clients you had in your client portfolio at the beginning of the time period. 3. Calculate the total number of sessions you gave during that time period. 4. Determine how many of those clients were existing clients before the start of the time period and how many clients were new. 5. Start calculating! Divide the number of existing clients that came for a session by the total number of existing clients you had at the beginning of the time period. Your client retention rate helps you decide whether you need to increase your marketing efforts. Also, seeing a sharp decline in this rate might be a cue that it's time for a client satisfaction survey. Maybe there's something you're unaware of that's affecting clients in a negative way. S IS FOR SHARE. The key to growing your business in these days of digital marketing is sharing. Having clients share your website and social media posts with people they know and posting a positive review on sites like Yelp and Google My Business for people they don't. Will they share your information on their own without a prompt from you? Maybe. Is there a much better chance of them sharing on your behalf if you ask them to? Absolutely! Make it easy for them by sending an email they can forward to potential new clients and posting shareable content on social media. Let them know which review sites you'd like P IS FOR PLAN. As both a verb and a noun, plan is a powerful word for your practice. Planning and having a plan help you make smart decisions and achieve your goals. As tough as it might feel to carve out the time, dedicating an hour each week to plan your marketing strategies, client communication, and future growth has a huge impact on your business. Go from verb to noun and actually create a marketing calendar and to-do lists, and set goals so you have a step-by-step plan for how you're going to make your exciting new plans reality. Q IS FOR QUICK. Think outside your normal marketing box and consider implementing new types of promotions like a quick-return offer (QRO). These offer an incentive— extra time, small discount, an add-on—to clients who return for a second visit within a specific period of time. You decide the time period, incentive, and type of session— maybe a specific modality or length of time—that qualifies. QROs motivate clients to return more frequently and try new modalities. For example, "Return for a hot stone massage within two weeks and receive a complimentary upgrade from a 60-minute session to a 75-minute session." 88 m a s s a g e & b o d y w o r k j a n u a r y / f e b r u a r y 2 0 1 9

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