We talk a lot about how to build businesses that offer virtual and digital products and services. It is important to note, though, that while it is important for every business to have a web presence, not all businesses are web based. Some operate solely in the real and tangible world. Physical therapists and massage therapists, for example, aren’t going to be helping patients heal over the internet (at least not for a few more years).
In this post, we’re going to talk about some of the ways to build a real-world marketing platform and client base. To keep it simple, we’re going to keep going with the example of our massage therapist but all of these tips can be applied to other niches as well.
Step One: Go Where Your Clients Are
If you are helping people in the real world, you are going to need to find some way to put yourself right in front of their faces. For a massage therapist, this might mean setting up a booth offering free (or drastically discounted) five minute massages at a fair or similar event. You might consider hanging up fliers or posters for your services in hospitals, homeopathic and naturopathic supply stores, or even partnering with a physical therapist or chiropractor’s office. People are not going to work to find you, you need to work to find them.
Step Two: Be everywhere
One of the best things about being a massage therapist is that it is easy to make your practice portable. Portable massage tables are inexpensive these days and easier to lift and carry. Offering home visits or office visits is a great way to expand into a market of people that might not have otherwise been able to take advantage of your services like the elderly or people with mobility or transportation issues.
For those not in the physical or health related fields, consider meeting your clients in their own offices or at coffee shops or restaurants near where they work. Being ready to meet people at their convenience will do wonders for your business.
Step Three: Specialize
There has always been a huge debate in the entrepreneur/solopreneur community: is it better to generalize and be a jack of all trades or is specializing in one very specific niche the road to success? This is going to depend largely upon your audience as well as the type of business you want to run. With regards to massage therapy or even physical therapy, for example, focusing on a single portion of your client base and specializing in their needs and wants can be a boon to your business.
Yes, you’ll get lots of requests as a general masseuse, but if you specialize in say, sports injuries or pre-natal care, you’ll build a larger and more dedicated client base. More importantly, you’ll get more word of mouth referrals through a narrow client base than a wide one.
Get Comfortable With Marketing
At the very least, you will want to have a great website that uses fantastic local SEO. Local SEO is where you qualify your keywords and phrases with your location so that you are easier to find by the people who really want to find you.
It’s also helpful to list your services in local business listings both online and off. Use Google Local to create a page for your business where people can leave reviews. Make sure you are listed with your local Chamber of Commerce. Don’t forget to list your business on indexes that cater to specific niches within your community!
Don’t Forget to Ask
One of the best ways to build your business, particularly when you’re hoping to build a local client base of return customers and clients, is to simply ask them to refer you to their friends. Let current clients know that you’re happy for any referrals they can send you. Give copies of your card if they mention that they know someone who could use your services. Even a simple “tell your friends!” will do wonders to build your client base.
These are just the basics of building a business in the tangible world. Start here and then, after you’ve mastered these, you can move on to more advanced ideas. We’ll talk about those next time.