1. Therapists will join other therapist groups and ask them to like their page.
Beyond getting your page likes up, this strategy doesn’t accomplish much. If you’re geographically close to that group then you might grow your network a bit, but otherwise, you’re not reaching your target audience unless you specifically want to be the massage therapist that other therapists rely on for their bodywork.
Focus on targeting people who are within driving distance of your location. Work to find clients in your geographical location who are likely to utilize your services. Everything else is just noise.
2. Therapists will join a group where potential clients are and start blasting them with links, photos, gifs, and sales pitches.
This is not only annoying, it goes against a lot of groups’ rules. People join a group to connect with others, so focus on making connections in conversations. If you have the mindset that Facebook is for selling, put that thought out of your mind now!
Facebook is primarily used to create and nurture relationships. Their most recent update puts an emphasis on groups rather than pages, so use this to your advantage. This leads us to our next point.
3. Therapists aren't creating groups for their clients.
Facebook listens to what its members want, and what they want is to see fewer ads, and to be more relational. If you want your clients to see what you're posting for them, create a group exclusive to your clients. You can even advertise it as a perk for becoming a member of your massage business and offer exclusive deals and opportunities for learning.
When you create a group, juice each post until it's dry. In other words, post less but make each post valuable, then engage with your group members so the post will keep popping up in their feed. Creating fewer posts and juicing them prevents your clients from missing out on the posts you really want them to see.
When you find yourself with some downtime, create a content schedule for the quarter or for the year and schedule those posts to appear certain days of the week at whatever time your client niche is online. This used to be a guessing game, but since Facebook is the most popular social media outlet in the world, people are pretty much on it every chance they get.
Conclusion
People don’t like being sold to. The days of the door-to-door salesman are over. In every industry, consumers are looking for an experience, not a product.
Generally speaking, who are your clients? What are their hobbies, interests, and jobs? Knowing as much as you can about your client niche will help you figure out what groups to join.
If you haven’t started a group for your regular clients, do! They’ll be happy to be part of something exclusive. Making clients feel special is how you keep them.
Next: How to optimize your personal profile to help convert group connections to potential clients.