Are you a massage therapist wondering how to get consistent bookings without burning yourself out by posting everywhere online?
You’re not alone.
Many massage business owners rely on word of mouth or random promotions to bring in clients. But without a step-by-step plan, marketing can feel like shouting into the void with little to no return.
Let’s change that.
This guide will help you create a real, repeatable marketing plan, one that attracts your ideal clients, fills your calendar (and your team’s), and supports sustainable growth.
Step 1: Define Your Ideal Client (AKA Your Marketing North Star)
Before you create any ads, reels, or flyers, you need to know exactly who you’re trying to reach.
Ask yourself:
- Who are your favorite clients to work with?
- What problems are they experiencing that massage can solve?
- What kind of results are they looking for?
Example:
Instead of “anyone who wants a massage,” you might serve:
- Pregnant moms looking for prenatal relief
- Active professionals dealing with chronic tension
- Elderly clients recovering from surgery
By getting clear, you’ll craft messaging that speaks directly to them and repels the clients who aren’t a great fit.
Step 2: Craft Your Core Marketing Message
Your marketing message is what tells people:
- What you do
- Who you help
- Why they should choose you
Instead of: “We offer massage therapy in Houston, TX”
Try: “We help busy moms relieve chronic tension and feel human again.”
Keep it simple, specific, and client-focused. You want them to read your message and think: “This is exactly what I’ve been looking for.”
Step 3: Choose Your Marketing Channels
You don’t need to be everywhere. Just be where your ideal client already spends time.
Here’s where to start:
| Channel | Why It Matters |
| Google Business Profile | Show up when people search “massage near me.” Post weekly, add photos & reviews. |
| Instagram or Facebook | Build connection through stories, testimonials, reels, and behind-the-scenes. |
| Email Marketing | Stay top of mind with clients. Share rebooking reminders, tips & promotions. |
| Local Partnerships | Network with gyms, chiropractors, yoga studios, or local events. |
Start with 2 channels max. You can expand once your plan is working.
Step 4: Build a Weekly & Monthly Marketing Routine
Marketing works best when it’s consistent and repeatable.
Here’s a sample plan:
Weekly:
- Post 2x on Instagram (one educational tip, one behind-the-scenes or review)
- Ask one client for a Google review
- Send 1 rebooking email to past clients
Monthly:
- Promote a seasonal or featured service
- Post new photos on your Google profile
- Track how many new clients came in and from where
Start small. Pick what you can actually stick with, then build from there.
Step 5: Track What’s Working
You don’t need a complicated system; just be intentional.
Keep tabs on:
- Where new clients heard about you (ask during intake!)
- What content gets the most likes, clicks, or responses
- What services are booked most often
- How full is your calendar (or your team’s) each week
Step 6: Systematize for Long-Term Success
Marketing shouldn’t drain you. Systemize it so it works even when you’re off.
Here’s how:
- Create email templates for reminders, promos & follow-ups
- Automate review requests after appointments
- Schedule social posts ahead of time using tools like Later or Meta Suite
- Set up referral cards or incentives for clients to spread the word
Build a marketing machine that runs in the background, freeing up your time while still growing your business.
Final Thoughts: Your Marketing Plan Doesn’t Have to Be Perfect, Just Consistent
The best marketing strategy is the one you actually use.
- Know your people.
- Speak their language.
- Show up where they are.
- Repeat.
Start with this simple plan and make tweaks along the way. You don’t need to be an influencer; you just need to be visible and valuable to your ideal clients.
Want Help Putting This Into Action?
If you’re ready to stop guessing and start growing, we help massage business owners like you create simple systems that attract clients and build a team without burning out.
Learn more how to change your business with the 1:1 intensive.
