Using other people’s audiences.
If you’re not familiar with this concept or phrase it can sound… like maybe it’s not kind or it might feel like you’re doing something sneaky, but I assure you it’s completely ethical (the way I suggest anyway) and often is a win-win marketing technique that can help you help more people.
When you’re starting out building up that audience from scratch, it can feel quite slow and daunting to do so on your own.
And even if you’ve been established for years, if you’re looking for a new infusion of clients this can give you that boost.
Using other people’s audiences means figuring out who is already talking to people who would be ideal clients for you.
Chiropractors are a common and often great resource for this but you can find ways to work with most other businesses and organizations if you have the right cross-over audience and find a mutually beneficial arrangement.
This could look like:
- Hosting a joint event
- Doing mini/taster sessions for their clients
- Building a relationship to become referral partners
- Providing an article or tip for their email list or website
- Asking them to pass out flyers to their clients
- Working out of their business (renting a room, etc.)
- Giving a presentation just for their audience
- Giving each other a shout out on social media and/or to each other’s email list (works best if you have similarly sized audiences)
- Getting an interview on their blog, podcast, email, etc. or with the local media like newspapers, magazines, radio, etc.
- Paid advertising (where they give you an ad that goes out to their email list, on their website, as a paid article, etc.)
- Networking or volunteering at an event they host for their audience
- Getting listed on their directory
- Having a Google My Business and social media business profile even is using the audience that Google or the social media has
Hopefully, that list has your creative juices flowing and gives you a good idea of what I’m suggesting. But just in case, the goal is finding a partner (or lots of them) that can help new people who would love and benefit from reflexology to discover you and reflexology.
As for who might be a good partner to connect with, some ideas include:
- Chiropractors, acupuncturists, other holistic practitioners
- Hairstylists, nail salons, day spas, estheticians
- Fitness trainers, gyms, health clubs
- Yoga, tai chi, Pilates, and dance teachers
- Salt caves/rooms
- Physical therapists, massage therapists, occupational therapists
- Counseling therapists, coaches, others in the mental health profession
- Health food stores, farmers markets
- Rock and crystal shops
- Dentists (some dentists offer reflexology to patients to help with anxiety about procedures)
- Doulas, midwives
- Restaurants, bakeries, coffee shops, etc.
- Book stores, boutiques, clothing stores, other local retail shops
- Realtors, estate agents, real estate agents, property agents
- Hobby groups/clubs such as garden clubs, sewing groups, running groups, horseback rider groups, recreational sports groups, etc.
- Community groups with a more general audience such as service organizations, networking groups (attend once as a guest), Rotary, young professionals, Chamber of commerce, neighborhood groups, 1 million cups, etc.
- Professional groups for a specific topic that has open meetings such as the ones for marketing, public relations, and advertising but also other industries
- Health-focused organizations such as Alzheimer’s association, cancer associations, etc.
- Faith-based organizations
- Coworking sites
- Retirement and senior living communities
- Park districts, community colleges, community centers
- Wedding planners
- Banks, accountants, consultants
- Human resource managers (for the employees at their company)
Some of these are a more obvious fit than others or might depend on who your ideal client is, but you also might be surprised at what might come out of connecting with people/organizations that might seem a bit “outside the box” too.
Using other people’s audiences also ties into our last tip on Social Proof too. Depending on who your partner is, it could lend credibility, offer “celebrity” endorsement appeal, act as a trusted connection, or show that reflexology is a popular choice that they should try too.
And as you work on this, remember the “Rule of 7” for marketing exposure. The simplified concept is that on average it takes 7 exposures to your marketing message/business/name before a consumer will take action and buy. (Though these days, it’s likely more with all the noise, clutter, and distractions.)
As a final note…
I was just talking to a reflexologist this week who mentioned someone recently contacted her that had been holding onto the reflexologist’s business card she received years ago and just finally decided to book a session.
So the more you get the word out via different ways and through different people, the faster you can grow.
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