Marketing for Massage Therapists – Vocabulary

Key vocabulary terms from the lecture on massage therapy marketing and client management.

Word-of-mouth marketing

A form of marketing that relies on clients recommending your services to others, often encouraged by excellent in-session care and referral incentives.

Value-centered marketing

Marketing that emphasizes delivering value to clients and reflects the provider’s personality, philosophy, and integrity.

Target market

A defined group of potential clients with similar characteristics that you focus your marketing efforts on.

Differential advantage

What makes you uniquely you as a practitioner—your combination of education, experience, location, services, and personal style.

Promotion

Marketing activities that increase visibility, such as networking, handing out cards, talks, and community events.

Publicity

Gaining favorable media attention or public recognition for your business, typically at low or no cost.

Advertising

Paid promotional activities; used selectively for launches or special campaigns rather than as the core marketing method for massage.

Community relations

Efforts to build goodwill in the community to create a positive public image for your business.

First client

The initial set of clients (often friends, family, coworkers) who help start your practice; typically low startup costs.

Purchasing cycle

The stages a potential client goes through before purchasing a service: awareness, information search, evaluation, purchase, post-purchase support, loyalty, advocacy.

Awareness

The realization that a product or service exists and could meet a need.

Interest

The stage where a potential client seeks information and becomes engaged with the service.

Evaluation

Comparing benefits, costs, location, and fit to decide whether to purchase.

Purchase

The act of booking and paying for the massage service.

Support

Post-purchase follow-up to ensure clients get the most from the service and to encourage rebooking.

Loyalty

Long-term client relationships where the client continues to use and value your services.

Advocacy

Clients who actively refer others and promote your services on your behalf.

Online appointment booking

A convenient way for clients to schedule, though it can pose scheduling challenges for therapists.

Accessibility

Ease of access to your services, including location, hours, parking, and booking options.

Safety

A secure and safe environment (lighting, flooring, parking, ambience) that makes clients feel comfortable.

Client-centered approach

A mindset and practice focus where the client’s needs and outcomes drive care decisions.

Assessments

Tools like pain scales and range of motion measurements used to demonstrate progress and value.

Homework/self-care

Between-session guidance given to clients to maintain benefits and support progress.

Referral incentives

Rewards offered to clients for referring others (e.g., discounts or free sessions) to encourage advocacy.

Continuing education

Ongoing learning to stay current with techniques, research, and industry standards.

Specialization

A focused niche or area of expertise (e.g., prenatal, geriatric, cranial sacral) that differentiates you.

Payment options

Available methods for paying (cash, credit, mobile payments like Venmo) that affect convenience and accessibility.