How can a massage therapist who has moved from Europe to the USA develop her business and take it to a new level ?
Case study on promoting a massage therapist from Brooklyn, New York.
Stage 1: Introduction.
Hello dear friends! Let me tell you a little about the start of our work: we had a phone conversation during which we defined our goals, tasks, and the overall strategy for our future development. After agreeing on all the working details, the client provided me with login credentials to the accounts. We created a shared album, which made it very convenient for transferring photo and video content. Additionally, the client provided me with all the relevant information regarding her services, types of massages offered, pricing, memberships, and much more.
More details about the project: what was given at the start of the work?
The client moved from Europe to the USA with the aim of developing and enhancing her personal qualifications. Consequently, she desired to promote her services through social media, specifically Instagram. For her, this endeavor felt like starting from scratch since her entire client base remained in Europe, and in New York, she knew no one, and everything was unfamiliar and unexplored. It was precisely for this reason that she sought our assistance to establish herself in the USA and reach a new level of recognition, income, and growth.
1. The profile had minimal activity due to infrequent postings, which didn't yield any significant results. Stories were also rarely updated.
2. The page lacked a cohesive visual theme, and highlights were not organized. There was a lack of information about all the types of massages offered among the list of services, as well as the current pricing for each.
3. Contact buttons were not properly set up, and the profile header had unnecessary filler content.
4. There were hardly any new clients, and the page did not inspire much trust or credibility.
Stage 2: Developing a project development strategy and selecting promotion tools.
- Analyzed the current client profile -> compiled a list of problematic areas that need to be improved before launch and those that need to be addressed during project implementation.
- Evaluated competitor accounts in the client's niche, adjacent niches, and with a similar target audience.
- Created a visual style for the profile, selected references for future content shoots, and developed a visual layout for the feed.
- Developed content categories for Stories, Reels, and posts.
- Outlined the customer's (new follower's) journey towards ordering services and devised a strategy for free acquisition of potential clients.
Stage 3: Implementation.
Promotion objective:
- Material: Achieve a high influx of new client bookings and schedule appointments 2-3 weeks in advance (15-20 bookings per week).
- Mental: Establish a strong personal brand for the massage therapist, captivate the audience, gain maximum trust, and inspire followership.
Project's global objective: To prove to everyone that true relaxation, unwinding, and healing from possible ailments are accessible to anyone who desires; to bestow self-love upon all individuals; massage - the finest way to relax and rejuvenate both the soul and body.
Working on a profile
When developing the profile header, I adhered to the principle: a triggering phrase that sells => location => general information about the languages in which my client can serve her visitors, as well as information about having a medical education, which in itself sells expertise and puts her in a strong position among competitors.
I've created stylish Highlights stories that provide all the information about the various types of massages offered by my client. I've also creatively designed the price list and the subscription sheet for procedures. For the covers of the Highlights, I mainly used photos from stock photography.
I also created and implemented a new visual layout for the feed. I adhered to a "chessboard structure," where more important posts are published with captions to quickly orient the target audience.
We selected a high-quality portrait photograph of her as the profile avatar to emphasize expertise and client-centric approach.
Textual profile content. Since the project operates in the USA and aims to target multiple audiences simultaneously, the decision was made to maintain a profile in two languages (Russian and English), with a preference for the English language. Additionally, when publishing reels, subtitles in the opposite language are provided to maximize reach and audience engagement.
The content was conditionally divided into:
- Promotional (promotions, subscriptions, happy hours, etc.)
- Informational (demonstrating expertise, tips and recommendations, answers to frequently asked questions)
- Entertaining/Personal
- Reviews and a clear positioning of the personal brand have helped increase trust and loyalty among the target audience.
- Proper post formatting has made the texts more readable. Moreover, the engaging conclusions of the texts and initiating dialogues with the audience in the comments have consistently boosted profile activity and provided valuable feedback.
- Beautifully designed stories and profile visuals have left no one indifferent and have also attracted customers and the target audience.
Stories
This is one of the most effective tools for influencing the target audience, which is why it received special attention. Just like with textual content, stories were also divided into informative, promotional, entertaining, and personal ones.
In order for Genevieve to be able to execute tasks and content ideas at any moment, I would develop scripts and preparations at least 1-2 weeks in advance, so that working would be comfortable and thus, achieving the set goals faster.
What about an appealing design? We have chosen a color palette, several fonts, and the brand's strategy. I am beginning the implementation now:
A selection of story design examples:
As a result, positive reactions started pouring in immediately, including individuals who expressed interest in booking a massage session:
Reels
As you understand it, Reels are clients valued at $0, and here the main thing is to adhere to certain rules that have already been developed through experiencWe publish videos exclusively during prime time (which was identified through surveys and analysis of the target audience)
- We edit videos exclusively to trending tracks
- We make the most of templates, as Instagram appreciates the use of its tools for video posting, and video editing itself becomes much faster!
- And, of course, the video quality. This is probably the most important aspect, as nobody likes low-quality videos – that's a fact
Additionally, thanks to well-targeted hashtags, we were able to bring our video to the top of the view rankings:
As a result of these and other videos, specifically the immense effort put into creating them, crafting their descriptions, design, and meticulously selecting relevant hashtags, we achieved one of our key desired outcomes - gaining new clients:
Over the course of 3 months of work, here's the resulting statistics:
Stage 4: Summary of work for 3 months.
The total income for 3 months amounted to $32,400
On a flexible schedule, a professional can serve between 2 to 7 clients per day. Genevieve typically works an average of 23-25 days per month.
As a result, we have achieved massage session bookings two weeks in advance :)
Now, Genevieve no longer worries about being relatively new in New York, as she has become a well-known massage therapist across Brooklyn and New York City. This has confirmed her professionalism and the quality of the services she provides.
Now our profile looks like this:
Stage 5: Improvement of existing strategies and development of new ones.
- Setting new goals and KPI (Key Performance Indicators)
- Introducing new sections in Stories and Reels
- Planning various activities: advertising, shoots, live streams, collaborations with bloggers
The best is yet to come!
If you aspire to grow not only in financial gains but also in your media presence, professionalism, expertise, and overall become the best version of yourself, you know what needs to be done. You've just witnessed the tangible outcome of our efforts. Contact us now and embark on your journey towards new heights !