Random Observation/Comment #724: I don’t want to be good, I just want to be better.
Why this List?
I love brainstorming and helping people improve their businesses. Our chiropractor and personal trainer, Matt O of Move Muscle Therapy Co asked how he could leverage social media to create a brand and grow his client base. For background, he travels to your house for back alignment sessions and gym training. Here are some recommendations and campaigns I came up with that might also apply to your business.
- Create a doc that clarifies your goals and objectives with mapped activities. It always helps to have a reference and know how your daily activities can drive business.
- Note any limitations and how you deal with scaling. For example, if your business requires your travel and services then you can only handle a top capacity of clients. You may want to create a curated list of clients in the same locations with the ability to charge more per session given your brand.
- Write posts on a blog about different topics that might increase SEO to your website. Search Engine Optimization is a whole sector that has become a default requirement for any website attention. More references to websites have pulled from different network bubbles.
- Write posts to medium or substack. This can be useful if you can be added to health newsletters or participate in these groups. If you’re not a writer, then this might not be in your wheelhouse, so many draw some diagrams and infographics.
- Create infographics about your exercises and techniques for your posts and social media presence. Visuals are always helpful for easily conveying ideas.
- Participate in social media conversations that are relevant to your business. Be specific to your location in order to curate potential customers. Some social media experts search for trending or highly viewed areas to comment and grow influence.
- Offer a promotion to your existing clients for recommendations. X% off or 1 free session with every Y number of recommendations.
- Create short videos showing exercises and post to established video sites like YouTube shorts, Instagram reels, or tik tok. Build followings through your unique content is another business in its own.
- Create short video responses to popular videos. Reaction videos leverage existing video popularity and helps the algorithm share your material to your niche.
- Consider promotions with adjacent groups like yoga, studios, gyms, or physical therapy. Think about the total offering to your customer and try to look at those adjacent offerings as partnerships.
- Attend conferences or events that surround your business to meet new partners.
- Build a cooperative network with other entrepreneurs and chiropractors in the area. They may have referral fees you can collect for giving overflow of your business to them.
- Try promotions with Groupon for any group sessions. This was a standard campaign run by trainers in order to get business outside of regular gym times.
- Consider first session discounts. To create offerings to new customers, create discounted first sessions to gain new clients.
- Make fliers and hand them out in the neighborhood where you’d like some customers. Since the business is optimized by having at-home clients in close distances, this is probably not a bad idea. Normally I dislike fliers, but this might work.
- Read up on how similar businesses succeed. A traveling chiropractor can have similar strategies to private yoga instructors, cleaning services, and home personal trainers.
- Consider apartment complexes for these services. You may be able to get multiple clients in the same building and advertise through the building services.
- Consider going to events like marathons, cross fit, 5k races, etc. These could be good places for potential clients to hand out cards or provide sign ups for longer term clients.
- Contact with WeWork or other rentable work locations. They may have interest in providing external services for developer posture and health.
- Contact local companies for employee appreciation days. These could be long shifts, but they can be a fixed price per day and bring a lot of future longer term clients.
- Update your organization of customer information. A small business of 20 clients is manageable by emails, messages, or spreadsheets, but this might grow faster. Consider organizing information about your customers and preferences into different tools. You may be able to create a free AirTable that lets you better compare different areas and recurring schedule preferences to plan your week or month.
- Optimize your Operations. Too many smaller companies don’t make the effort to shave off a little bit of time in their customer acquisition plan. If you’re able to create templates and standard material then you can easily organize your own reporting/monitoring of your business’ health.
- Review your current products and ask for affiliations. Product companies love to hear from their customers and they may be happy to provide discount codes or free products if you can prove your established influence in the industry.
- Consider new products and their market uptick. If your current product has a lot of smaller competitors, the competing products may provide you with promotions to switch over. This gets into a slippery slope, but there’s always a competing market out there looking for conversions on users.
- Gather feedback and testimonies from your clients. If there’s a slow week, communicate with your existing clients and get important feedback from them. Text/call them and see if you can gather any feedback that might be useful in shaping your business.
- Consider a survey. I’d only use a survey if you’re reaching out to more than 50 people. These surveys can have rewards for $10 gift cards (or however much you want to value the content). Craft the survey to collect information from local Denver individuals and have it lead to additional sign ups and potential customers.
- Start a network with your customers. This may take some more time, but if you have enough people that are looking for some support network, then it might make sense to create a smaller chat group or act as someone that can connect like-minded people. For example, I tend to chat a lot with Matt during the massage appointment and we’ve covered a lot of topics. If someone else he knows wants to buy a Tesla Cybertruck, then I’d totally be open to him starting a chat about it.
- Consider expanding the business. It’s scary hiring someone, but there are areas that can be outsourced or software that could tactically add value. If you can only support 50 clients total then you grow by replicating your skills to interns or mentees.
- Setup a budget and timeframe for each campaign. The campaign should have an investment and projected outcome. If you’re trying Groupon, for example, then your discounted rates should even out the investment by signing on 3 or 4 long term clients. This gives you an idea of initiatives that show key results. Unsuccessful campaigns could be retroactively reviewed for “why it failed” and “how it could be improved for additional campaigns”.
- Build personas for your ideal clients/customers. A persona represents the attributes of your existing and prospective clients. For example, you may think about their age group, areas of problems, home location, flexibility in schedule, broader health problems, types of physical activities, other services they may participate in, work in a particular industry, goes to the doctor for XYZ issues, etc. Once you have these attributes for customers, then you can more easily target them in your campaigns.
~See Lemons Help Businesses