Have you been creating & posting ad content for your massage business, but haven’t seen much increase in sales? Or perhaps you’ve invested in other forms of advertising such as flyers or print ads—but still aren’t seeing a big return on investment (ROI)?
In this post, we’ll explore the best practices for creating ads for a massage business and give examples of what high performing ads should look like.
But before we dive in, let’s quickly define why advertising is important, where & when to advertise, and what to include in your ads.
Why Advertise?
Advertising is an effective way to promote your services & products, as well as create consumer awareness. It also provides the opportunity to showcase the unique benefits your business offers compared to competing brands.
Another benefit of advertising is the fact that it gives you access to customer data. You can gain insights on customer demographics and understand who your consumers are, especially with reporting tools from business management software like Vagaro. This information can help determine the most effective messaging for your specific audience and give you a chance to experiment with different ad campaigns.
Where & When to Advertise?
For a massage business, Facebook, Instagram & Pinterest are the main platforms to focus on, while you can also build your presence on Twitter, LinkedIn & YouTube.
Google Ads is also an excellent resource, but knowledge is needed to run a successful ad campaign.
For instance, it takes a minimum of three exposures for a customer to consider a service or product. That means you should be posting ads at least 3 times per week, but 4–5 is optimal. This will help audiences become familiar with your brand, but not overload them.
The time to post on each platform varies, and its good practice to experiment with different times. Fridays, however, are not ideal to post on Facebook & Instagram, as engagement is typically low then. These are the little insights that add up to big results.
What Should Be in an Ad?
There are a few key elements that should be included in your ads, but let’s start with imagery. As the saying goes, “A picture is worth a thousand words.” Always include an image in your ads, whether it’s a pic from your business or a stock photo—just make sure it’s high quality. Using a soft, calming color palette is also optimal for massage ads.
Videos can be extremely effective but should be no longer than 15 seconds and should definitely include captions since most people watch with the sound off.
Next, make sure to include a call to action or CTA. CTAs are important because they prompt the customer to act. A few examples are: “Learn More”, “Buy Now” or “Book Now”. The CTA should then lead the customer to your business website or someplace where they’ll enter your marketing funnel.
Lastly, the copy. Copy refers to the text or messaging that is written in an ad. It should be clear, straight to the point, value driven and not too long. Bold titles and bullet lists are great as they are easy to read and stand out.
Ad Types, Platforms & Examples
There are several different ad types to consider when deciding how to advertise your massage business. They are:
Paid Advertising – Any type of advertising you have to pay for (ex: pay-per-click) Social Media Advertising – Digital marketing that utilizes social networks to deliver targeted ads to audiences Display Advertising – Images, videos or GIFs shown to users on a website Print Advertising – Printed media such as newspapers, magazines, flyers or direct mail Digital Advertising – Online advertisements such as websites, streaming content, social sites & more Outdoor/Out-of-House (OOH) Advertising – Any kind of advertisement that is displayed outside (ex: billboards, bus wraps, etc.) You don’t have to use all these ad types to create a successful ad campaign, and keep in mind that different types of advertising can & do overlap (e.g., paid advertising is also social media advertising). Advertising is not cheap, and it takes a lot of time, money and effort before real results are seen, but when done correctly, the payoff can be huge. A good place to start is with digital ads, as consumers are now more likely to go online to find services & products.
As stated above, Facebook, Instagram & Pinterest are the best platforms for a massage business to run ads, followed by Twitter, YouTube & LinkedIn. And even though they are all digital sites, each requires a specific set of details for effective advertising.
It’s also important to note that digital ads need to be optimized (sized correctly for different screens) for both mobile and desktop users. You should also optimize your visuals and ad copy to fit mobile screens to ensure a seamless user experience.
Facebook (FB)
Facebook stands as one the most-used social sites to date. It has an estimated 2.9 billion active users each month—making it a prime place for advertising to consumers. FB ads should have a personal tone and contain content that is relevant to targeted audiences.
Facebook ads should have:
Your business name and logo
Photo or video: High-quality resolution & no longer than 15 seconds; videos should always have captions
Bold header
Effective messaging: Bullet lists work best in ads to keep copy to a minimum & aid in readability
Description/Caption: No longer than 140 characters, describing your service and/or product
Clear CTA: Leading to a website, booking page or registration site, ex: “Book Some Relaxation Now”
Here’s an example:
Instagram has a higher engagement rate at 3.8 billion daily active users. Both Facebook & Instagram have a lot of similarities, but Instagram has a younger audience as compared to an older Facebook audience. With that said, ads posted on Instagram can be more fun & playful and show off more of your massage business’s personality.
Instagram ads should have:
High-resolution photos: Take advantage of the swipe feature and add multiple relevant images or short videos
Short-form vertical video: An inspiring story or a testimonial is highly effective; no longer than 15 seconds with captions
Bold header
Effective messaging: Bullet lists work best in ads to keep copy to a minimum & aid in readability
Clear CTA: Leading to a website, booking page or registration site, ex: “Book & Relax”
Here’s an example:
Pinterest is the place where people look for content they relate to and when they want to try something new. Pinterest ads should contain:
Your business name and logo Photo or video: High-resolution; adequately showcasing your services or products Clear CTA: Don’t forget to include the link to continue your customer journey Here’s an example:
This platform is a great place to find out what people are talking about. It is more conversational in nature and provides your business with the chance to learn about consumers’ wants and needs. These ad posts can be more text-oriented vs. Image-driven. A short form video or GIF can also work.
Twitter ads should include:
Your business name and logo Useful/interesting messaging: Massage industry information, like an infographic about the effects of getting a massage regularly A clear CTA Here’s an example: Here’s an example:
LinkedIn ads should have a professional tone and clearly define your advertising objectives. This will help increase brand awareness, generate leads, drive website traffic, and promote your massage product/services. Keeping a clear objective will guide your campaign strategy.
Be sure to include:
Your business name and logo High-res photo or video (infographics & how-to videos are good options) Informative header A short message in a more professional tone describing your service and/or product A clear CTA that leads to a website, booking page or registration site. Ex: “Schedule Now” or “Request a Consultation” Here’s an example:
YouTube
YouTube is one of the most-used online sites, and certainly one of the top video sharing platforms. Unlike other digital platforms, YouTube ads can appear at the beginning, middle or end of scrolling, or even while you’re watching a video.
A YouTube ad should have:
Clear title header with specific keywords that relate to your massage service
An SEO-friendly description of your video with pertinent links
Your business name and logo
High-res video with captions
Here's an example:
Effective advertising can help your business reach new customers, keep your current customers engaged, and build brand awareness. If your massage business needs help with getting found, booked and paid, Vagaro can help! Visit us here to learn more!
