Marketing struggle

[Kengura]

Hi. I started my business in a mechanical lymphatic drainage treatment. I brought the idea from abroad (as I was undergoing several treatments myself and loved it). After the research I found out that there is no one offering this in my area (city, shire..). So I thought that this is a great opportunity, made a dedicated room + customer toilet in our property, bought a machine, got insured, training certificates etc. But I really struggle TO get known. How wrong I was, thinking that posting on the village fb group, FB city notice boards, IG, paying for a website, getting magnetic stickers on the cars would get me a plenty of clients. Turns out that I don't know how to present the business properly, I need help with design and advertising. I struggle with a wix, it just doesn't work properly while I try to improve my site (they claim technical issues when I try to do things etc.). I wonder if it's worth to distribute leaflets, or pay an assistant for online things. (feel free to recommend someone). I wanted to target wide public and set up prices accordingly. Now I wonder if (and how) to target higher class, wealthier people due to the electricity scare that people are bombarded with, so lot's of people is not spending on wellness sort of things.
squish - the pressotherapy studio Gloucester

 

[fisicx]

The first question has to be: what market research did you do before setting up the business.

I’ve never heard of this procedure before. I suspect it’s the same for most people which is why you aren’t having much luck finding customers.

 

[Mark T Jones]

I'm going to take a wild guess here that absolutely nobody wants mechanical lymphatic drainage treatment.

What some might want on a general basis is some of the generic benefits it potentially offers.

What others will want at specific times is specific benefits - hg reduction in cellulite.

As a starting point in marketing, you want t pitch yourself either at the point where the specific need arises or amongst communities who will be receptive to the wider claimed benefits.

 

[Kengura]

The first question has to be: what market research did you do before setting up the business.

I’ve never heard of this procedure before. I suspect it’s the same for most people which is why you aren’t having much luck finding customers.

Well, that's why I thought it would catch an interest. That people would be curious to try. It's all explained on the website an even more on social media. But maybe people are not that keen to try new things. Or I used poor presentation.

I'm going to take a wild guess here that absolutely nobody wants mechanical lymphatic drainage treatment.

What some might want on a general basis is some of the generic benefits it potentially offers.

What others will want at specific times is specific benefits - hg reduction in cellulite.

As a starting point in marketing, you want t pitch yourself either at the point where the specific need arises or amongst communities who will be receptive to the wider claimed benefits.

They don't want it because they don't know how (good) it feels. And I don't know how to describe the 'pleasantness' of the procedure. How to make it attractive. I understand that it is a bit of a pain to travel somewhere to lay down for 30minutes. But it seem to work in other (less wealthy) countries. I am just not the marketing guru and I realised I need help. With presenting a new thing and a website content. English is my second language so maybe I put the text in a complicated way. But I didn't want to just copy the text from the web.

 

[SillyBill]

The issue obviously is that you have to educate a client to want something they don't know they want, so it is a tough sell for even big companies with big budgets that can run information campaigns. I must admit I'd never heard of this, suspect 99.99% of people haven't and therefore grabbing someones attention to read a block of text describing what it actually is...let alone sell it, big challenge. You can have the best idea/product but if it is too early for its time/not easily saleable then doesn't count for a lot. I have a mate who is a physio that rents a room in a local gym, does really well just on google adwords, simple product/service that people understand.

 

[fisicx]

Well, that's why I thought it would catch an interest. That people would be curious to try. It's all explained on the website an even more on social media. But maybe people are not that keen to try new things.

But they won't know you have a website because they aren't looking for the procedure. Same on social media. If won't see your posts because they don't know you exist.

I don't know what the answer is. Maybe you need to pay for a pitch in the local shopping centre and educate people on the benefits.

 

[Mark T Jones]

In addition to focusing on the outcome rather than the product, you also need to shift your thinking away from the medium until you have worked out who your target audience is - because simply switching from one medium to another is the quickest way to burn a marketing budget with no return.

I'd suggest that you seek out a real marketing specialist (not sure who the 'go to' is on here right now) - one who actually asks questions about you customers, not one who tells you to use FB or whatever

 

[Donna77]

Hi,
I actually had a lymphatic drainage facial today, so there are people who are aware of these types of treatment. Don't lose hope.
Plenty of people who pay for alternative therapies, such as acupuncture and reflexology, you just need to get among your people. Harvey Nichols appears to offer the same service as you. If you haven't already, I suggest you study their page and description and reference it.
LOCATION
I think that setting up in your own home in a village/small town was a mistake. The potential pool is too small. You need to be among other therapists. In a yoga centre, at an alternative therapy clinic, or hire a room in a spa or salon one or two days per week. But before you do that, get your marketing collateral together.
COMMUNICATION
I had a quick look at your FB posts. The images don't fit (mobile chrome). You should google optimum dimensions for all social channel images. You can use free opensource software, such as Gimp to crop/resize them. You could also use solutions such as Placeit to create lots of social media templates and have them ready for the year. Mother's Day gift card, Wellness Week, Back to School treat for busy parents, etc. Your marketing calendar will dictate when you use them.
For the content, if you have a friend who is a native English speaker and communicates well, ask them to proof-read everything.
Think about how you're going to continue your therapist relationship with existing clients. What do you offer them and when? Refer a friend offer, birthday discount etc.
PRIORITY
The priority is to tap into existing alternative therapy communities in your local towns/cities. Offer a complementary treatment to local wellness bloggers/vloggers, yoga teachers, even hairdressers. Anyone who you think could recommend you locally and who can understand the concept and benefits.

 

[Donna77]

I forgot to ask. Are you on Treatwell? Or any other marketplace for therapists?

 

[UKSBD]

Have you tried contacting local hospices?

I was treated at a Myton hospice in Warwick who have a Lymphoedema team.

They always seemed busy so may be glad of someone to recommend and sent people to who they are no longer treating

 

[Lucan Unlordly]

I actually had a lymphatic drainage facial today, so there are people who are aware of these types of treatment.

I read about these the other day. Good for sticky eyes, hay fever, bags under the eyes I'm told?

 

[Donna77]

I read about these the other day. Good for sticky eyes, hay fever, bags under the eyes I'm told?

Yes, I have hayfever and they seem to help. Although facial massage of any kind is probably beneficial for improving tone and circulation.