2022 Massage Marketing Plan: Updates For Your Existing Plan

updated on

April 28, 2023

Massage marketing plan


Want to up your marketing game in 2022? We have some ideas for you. Creating a massage marketing plan is essential to growing your practice. If what you’re doing now is working, you can build on that and take it to the next level. If last year's marketing strategy didn’t quite pan out, we have some new strategies for you to implement.

Do what you’re already doing, but do it better.

If you created a massage therapy business plan last year, it’s time to sit down and review it. If your goals have changed, update it. If they haven’t, stay the course by creating a massage marketing plan that supports your overall business goals.


Let’s assume you’re already doing the basics. 


(If you’re starting from scratch, check out these articles to get started: How To Market Yourself As A Massage Therapist and How To Create A Marketing Plan On A Budget)


  1. You have a website.
  2. You are listed in multiple online directories.
  3. You’re present on social media.
  4. You collect emails, and you keep in touch with clients.
Marketing strategies on laptop


Build on those foundational marketing strategies when you update your 2022 massage marketing plan. Showing up is the first and biggest step, but keep going. You can improve the way you use these massage marketing strategies. Here’s how:


  • Update your website to attract your ideal clients. If you haven’t chosen a niche, it’s time to get specific about what type of clients you truly want to work with. You have a unique skill set and personality. Many people need exactly what you offer, both in style and talent. So – show it off!

    Communicate your business’s authenticity using appropriate words and images. If you offer sports massage, don’t use pictures of people enjoying a relaxing massage. Instead, use pictures of athletes. If you work with people suffering from chronic pain, state that clearly on your website. Don’t generalize. Specialize.

  • Update your listing by including your value proposition. When people are scanning listings in directories, they are looking for something that stands out. They may not even stop scrolling long enough to read more than a single line. That means you need to sum up why you’re the best choice in an instant.

    Do this by creating a value proposition (VP). Your VP should explain exactly what you do, how you do it, and who you do it for - in a few words as possible. For example, if you specialize in prenatal massage, your VP might say something like, “Massage for new mothers. Prenatal Massage Specialist.”

  • Establish yourself as an expert on social media. Stand on your soapbox and share your knowledge on health and wellness. People don’t want to be sold to on social media. They want to be entertained and educated. Share things your ideal clients would find useful.

    Create posts exclusively to showcase your expertise and help your niche clientele. Include tips on self-care. Share articles your target audience is interested in. Offer advice to those in need. Do this, and you won’t have to sell yourself. The people who need you will come to you.

  • Automate your emails and get more people to open them. Email is one of the best ways to stay in touch with your current clients. Don’t let there be a lapse in communication. Create multiple emails at once and schedule them in advance.

Create subject lines that make people want to open your emails. Do this by clearly stating what’s inside, creating intrigue or excitement. If your email marketing campaign shares upcoming appointments available, be direct. Say something like, “Need a massage? We have openings this week!”

New marketing trends to include in your massage marketing plan

Massage marketing case study


Once you’ve updated and revised your current marketing strategies, you can start experimenting with new ones. These new trends require a little more time and effort but can make a big difference in the long run.


1. VIDEO - This is quickly rising to the top of many companies' marketing strategies. When it comes to content marketing, the more time someone spends looking at it the better. Video tends to keep people’s attention longer than other forms of content. There are several ways you can use video in your marketing.


  • Add an introductory video to your website. Introduce yourself and talk about the type of clients you work with.
  • Share videos on social media. Share a fun story or live-stream special events.
  • Create educational YouTube videos. Teach people self-care techniques like stretching or self-massage treatments.


2. BLOG - Adding a blog to your website is a good way to generate more traffic. Plus, it gives you content to share on social media and in your email marketing. Writing useful articles can help position you as an expert and trusted resource.

Be consistent in the subject you write about. Choose topics your ideal clients are interested in. Having a niche can make choosing a subject matter simple. If you’re having trouble coming up with ideas, think about common things your clients struggle with. Answer common questions. Share resources and research your clients might find helpful.

3. CASE STUDIES - This is a great way to show off your skills. Case studies showcase real-life success stories. They are similar to a testimonial, but they include more detail. You can share case studies on your website, on social media, on your blog and in your email marketing campaigns.

If you provide outstanding results for a client, get permission to share their story. Explain their struggle, the treatment you provided and their results. This is where good documentation comes in handy. Your SOAP Notes should connect the dots from start to finish. Share the highlights and your client’s take on the experience.

Consistency is the most important component of your marketing plan.

When you’re creating your 2022 massage marketing plan, keep in mind consistency is key. The best strategies won’t work if you don’t do them regularly. Choose strategies that you know you can stick to on a weekly or monthly basis. 

You don’t need to perfect every strategy on this list. Start by choosing things you are most comfortable with, and branch out as you become more experienced. Your marketing skills will improve over time. Also, you don’t have to manage everything yourself. Automate what you can, and use massage marketing tools to save time and energy.

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