Spending extra time and money to create ad content for your massage business, but not seeing much increase in sales? Maybe you spent a little extra money on physical advertising assets like flyers or print ads—but still aren’t seeing a big return on investment (ROI)? No sweat! We’ll explore the best practices for creating ads for your massage studio and even give examples of what high performing ads should look like.
First thing’s first, though. It’s important to understand just how important creating effective massage ads is, with it being a hugely central part of your marketing strategy. Above all, these ads should be distinctive and capture the attention of potential clients amid the hundreds of ads they see each day. On top of that, selecting effective marketing channels to share your promotional materials and engage with the community is crucial for maximizing outreach and customer engagement.
But before we take a plunge into the world of massage ads, let's get our toes wet with the whys, whats, wheres, and hows of advertising your spa!
Why Advertise?
Advertising is one of the most effective ways to promote all you have to offer, between luxury massages or the different products that complement them. Even if a viewer or potential client doesn't actually buy something from you, ads create consumer awareness on a scale much larger than if you were just relying on the word about your massage business getting out. Advertising also provides you the opportunity to gain an edge over any competitors who might not be as outward-facing.
One of the lesser talked about, but insanely real benefits of advertising is the fact that it gives you access to customer data. Why does that matter, though? Well, understanding WHO your audience is can help determine the most effective messaging for them, plus gives you a chance to experiment with different ad campaigns.
Where & When to Advertise?
For a massage business, social media sites like Facebook, Instagram & Pinterest are the main platforms to focus on, while you can also build your presence on Twitter, LinkedIn & YouTube.
Google Ads is also an excellent resource, but experience with the program is recommended to run a successful ad campaign there.
Completing a Google Business Profile can aid in appearing in local search results and Google Maps, making it easier for potential clients to discover your business, too!
Pro Tip! It takes a minimum of three exposures for a customer to consider a service or product. That means you should be posting ads at least 3 times per week, but 4–5 is optimal. This will help audiences become familiar with your brand, but not overload them.
The time to post on each platform varies, so its good practice to experiment with posting at different times. Fridays, however, are not ideal to post on Facebook & Instagram, as engagement is typically low then.
What Should Be in an Ad?
There's a few key elements that should be included in your massage ad, but let’s start with imagery. As the saying goes, “A picture is worth a thousand words.” Always include an image in your ads, whether it’s a pic from your business or a stock photo—just make sure it’s high quality. Using a soft, calming color palette is also optimal for massage ads since it mirrors that same relaxing experience you aim to provide in your spa!
Pro Tip! A clear value proposition should be prominently displayed to communicate the core offer to potential clients.
Videos can be extremely effective but should be no longer than 15 seconds and should definitely include captions since most people watch with the sound off.
Next, make sure to include a call-to-action or CTA. CTAs are important because they prompt the customer to act. A few examples are: “Learn More”, “Buy Now” or “Book Now”. CTAs guide customers to your business website or someplace where they’ll enter your marketing funnel.
Lastly, the copy. Copy refers to the text or messaging that's written in an ad. It should be clear, straight to the point, value driven and not too long. Bold titles and bullet lists are great as they're easy to read and stand out.
Ad Types, Social Media Platforms & Examples
There are several different ad types to consider when deciding how to advertise your massage business. They are:
Paid Advertising – Any type of advertising you have to pay for (ex: pay-per-click) Social Media Advertising – Digital marketing that utilizes social networks to deliver targeted ads to audiences Display Advertising – Images, videos or GIFs shown to users on a website Print Advertising – Printed media such as newspapers, magazines, flyers or direct mail Digital Advertising – Online advertisements such as websites, streaming content, social sites & more Outdoor/Out-of-House (OOH) Advertising – Any kind of advertisement that is displayed outside (ex: billboards, bus wraps, etc.)
Integrating social media pages into your marketing strategy is essential for fostering consumer engagement and enhancing brand awareness. Massage therapy advertising is crucial for engaging potential customers through various promotional materials and channels. Using visual elements like before-and-after photos can demonstrate the effectiveness of massage therapy and build trust with clients.
You don’t have to use all these ad types to create a successful ad campaign, and keep in mind that different types of advertising can & do overlap (e.g., paid advertising is also social media advertising). Advertising is not cheap, it takes time, money and effort before real results are seen, but when done correctly, the payoff can be huge. A good place to start is with digital ads, as consumers are now more likely to go online to find services & products.
Like we mentioned, Facebook, Instagram & Pinterest are the best platforms for a massage business to run ads, followed by Twitter, YouTube & LinkedIn. And even though they are all digital sites, each requires a specific set of details for effective advertising.
It’s also important to note that digital ads need to be optimized (sized correctly for different screens) for both mobile and desktop users. You should also optimize your visuals and ad copy to fit mobile screens to ensure a seamless user experience.
1. Facebook (FB)
Facebook stands as one the most-used social sites to date. It has an estimated 2.9 billion active users each month—making it a prime place for advertising to consumers. FB ads should have a personal tone and contain content that is relevant to targeted audiences.
Businesses employ social media marketing strategies to enhance their online presence through social media channels, engaging with audiences and boosting interaction through competitions and other methods.
Facebook ads should have:
Your business name and logo Photo or video: High-quality resolution & no longer than 15 seconds; videos should always have captions Bold header Effective messaging: Bullet lists work best in ads to keep copy to a minimum & aid in readability Description/Caption: No longer than 140 characters, describing your service and/or product Clear CTA: Leading to a website, booking page or registration site, ex: “Book Some Relaxation Now” Here’s an example:
2. Instagram
Instagram has a higher engagement rate at 3.8 billion daily active users. Both Facebook & Instagram have a lot of similarities, but Instagram has a younger audience as compared to an older Facebook audience. With that said, ads posted on Instagram can be more fun & playful and show off more of your massage business’s personality.
Enhancing your social media presence can lead to increased traffic and customer conversion, making it crucial for engaging with customers and promoting products effectively.
Instagram ads should have:
High-resolution photos: Take advantage of the swipe feature and add multiple relevant images or short videos Short-form vertical video: An inspiring story or a testimonial is highly effective; no longer than 15 seconds with captions Bold header Effective messaging: Bullet lists work best in ads to keep copy to a minimum & aid in readability Clear CTA: Leading to a website, booking page or registration site, ex: “Book & Relax” Here’s an example:
3. Pinterest
Pinterest is the place where people look for content they relate to and when they want to try something new. Social media posts are integral for branding and audience engagement, making Pinterest an ideal platform for businesses to connect with their target demographics. Pinterest ads should contain:
Your business name and logo
Photo or video: High-resolution; adequately showcasing your services or products
Clear CTA: Don’t forget to include the link to continue your customer journey
Here’s an example:
4. Twitter
This platform is a great place to find out what people are talking about. It is more conversational in nature and provides your business with the chance to learn about consumers’ wants and needs. Social media accounts are utilized for engagement with the public and marketing efforts, making them essential for communication and branding strategies. These ad posts can be more text-oriented vs. Image-driven. A short form video or GIF can also work.
Twitter ads should include:
Your business name and logo Useful/interesting messaging: Massage industry information, like an infographic about the effects of getting a massage regularly A clear CTA Here’s an example: Here’s an example:
5. LinkedIn
LinkedIn ads should have a professional tone and clearly define your advertising objectives. This will help increase brand awareness, generate leads, drive website traffic, and promote your massage product/services. Keeping a clear objective will guide your campaign strategy.
In addition to LinkedIn ads, leveraging email marketing campaigns can be highly effective. These campaigns allow you to send promotional content and offers directly to clients, enhancing communication and boosting engagement.
Be sure to include:
Your business name and logo High-res photo or video (infographics & how-to videos are good options) Informative header A short message in a more professional tone describing your service and/or product A clear CTA that leads to a website, booking page or registration site. Ex: “Schedule Now” or “Request a Consultation” Here’s an example:
6. YouTube
YouTube is one of the most-used online sites, and certainly one of the top video sharing platforms. Unlike other digital platforms, YouTube ads can appear at the beginning, middle or end of scrolling, or even while you’re watching a video.
To enhance the visibility of your massage therapy business, consider strategies like hosting open houses, utilizing business cards, and actively participating in local events to create connections and effectively advertise your services.
A YouTube ad should have:
Clear title header with specific keywords that relate to your massage service An SEO-friendly description of your video with pertinent links Your business name and logo High-res video with captions
Here’s an example:
Effective advertising can help your business reach new customers, keep your current customers engaged, and build brand awareness. If your massage business needs help with getting found, booked and paid, Vagaro can help! Visit us here to learn more!