If your massage practice’s marketing strategy hasn’t been as effective as you would like, you could be making a few common mistakes. However, if you’re unfamiliar with marketing best practices, you might not know what those are or what adjustments you need to make.

That’s where this guide comes in. If you want to fix your marketing strategy, here are the top reasons why it isn’t working and how to change it.

1. You’re not consistently posting on social media

Did you know that social media algorithms reward consistency? Their purpose is to keep people on the platform as long as possible, which means that developing content is the name of the game. However, it’s becoming less and less about posting multiple times a day and more about posting consistently.

If your content constantly goes through lulls, the algorithm will be more likely to penalize visibility for your next few posts. So even if you can only commit to posting two to three times a week, it’s essential to stick to your schedule. Even posting at the same time every day can increase the likelihood that your followers will see your posts more often.

2. You’re not personalizing email marketing

Email marketing is a great way to keep in touch with your clients and potential clients, but sending out templates without any customization or personalization is a mistake. After all, people are 26% more likely to open emails with personalized subject lines, and marketers have found a 760% increase in email revenue from segmented campaigns.

Relevance is key in today’s marketing landscape. It’s not enough to just add a first name parameter to emails. You must also take the time to segment your email list so you’re only sending relevant emails to your customers, especially those who are most likely to take action.

For example, here are some segments for your email list:

• First-time clients. These individuals have just booked and completed their first massage appointment at your practice. You might send them a follow-up email asking for their feedback and include a discount for their next booking if they fill out your survey. This will help you strengthen relationships with clients and improve their future experiences.

• Loyal clients. While it varies from practice to practice, clients who have visited three or more times in the last six months can be considered loyal. In your messages, you might thank them for their repeated patronage with discount coupons. You might also send them information about your membership program to secure their future loyalty.

• Clients who have gone cold. Clients lapse for various reasons, from no longer needing your services to financial difficulties to moving away. You might send them messages with discounts or other perks to encourage them to book again.

Although the end goal is the same—to get the client to book again—you can approach them in different ways and with different messaging. For example, you might tell a first-time client, “We hope you enjoyed your massage! Leave us a review on Google for 20% off on your next booking.” For a lapsed client, you might say, “We haven’t seen you in a while! Save 20% if you book your next appointment today!”

3. Your content is stale

Whether you’re using an organic or paid channel, you should update your content to ensure its freshness. Your audience doesn’t want to see the same thing from you again and again, nor do they want to view content that doesn’t feel personal or relevant. Content that falls into these categories can create fatigue and irritation, leading to lost interest and, even worse, lost bookings.

Authenticity is key to combating that fatigue. Create a brand voice that feels polished and professional yet still sounds like you. How you would speak to clients in your massage room should be reflected in all your marketing content, from social media posts to email newsletters to your website.

Then, focus on creating resources that serve your clients and potential clients. This might look like blog posts explaining key differences between types of massage, social media posts highlighting your newest promotions, or email newsletters featuring new staff members. Ask yourself: “Why would my client want to know this?” and use the answer to that question as the foundation of your messaging.

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Great marketing strategies aren’t built in a day. Start by making the changes we’ve outlined above and see how your engagement and outreach changes over the next few months. Then, make additional adjustments to refine and hone your messaging strategy to ensure your business gets the clients you need!