The 5 Pillars of Marketing for Massage Therapists: How to Grow Your Massage Business

I was in a small town with a highly seasonal economy when I owned my first storefront massage therapy business. Most of my clients would return to their homes in Florida for part of the year, which created financial challenges. One day, I was sitting on my massage table, overwhelmed and in tears, wondering how I would pay the rent. That moment was a turning point for me. I realized that I needed to figure out marketing—I had to learn how to attract clients. So, I started experimenting with different strategies. One of the first things I did was create a small rack card brochure. I distributed it in a hundred different places throughout town.

A few weeks later, as ski season arrived, my phone began ringing nonstop. I couldn’t even fit everyone into my schedule. That was my first real lesson in the power of marketing. Seeing such tangible results motivated me to keep trying new approaches, refining my strategies, and learning from experience. Now, I love sharing everything I’ve learned on my journey. I want to encourage you to take in today’s information, absorb it, and revisit the accompanying PDF tomorrow to start crafting your plan. I wouldn’t focus too much on taking notes now—just get the overview today.

The Five Pillars of an Aligned Marketing Plan for Massage Therapists

We will discuss the five pillars of an aligned massage marketing plan and how to apply them to your massage therapy business. Everyone’s path looks different—some of you may want to operate a mobile massage business visiting clients in their homes. In contrast, others may prefer working in a spa or wellness center or owning a private practice. No matter your focus, we will discuss how to get started today, leveraging the tools, knowledge, and budget you currently have. There’s always something you can do to take the next step forward.

Overview of the Five Pillars

1. Know Your Ideal Client – Understanding who you serve makes all other marketing efforts easier.

2. Website – Your digital home base, where all other marketing efforts lead back.

3. Networking & Collaboration – Building relationships to create opportunities.

4. Marketing Materials – Business cards, brochures, and other tools to increase visibility.

5. Platforms – Leveraging social media and other online spaces to shine your light.

What you choose to do within each pillar will depend on your goals. Whether you want to work full-time in massage therapy, operate locally, or focus on wellness education online, your marketing plan should be something you enjoy executing. Ideally, you’ll integrate aspects of all five pillars, but you can lean into the ones that align best with your strengths and interests.

Pillar 1: Knowing Your Ideal Massage Client

This pillar is essential because knowing who you serve helps clarify your messaging. You’ll know what to write on your website, how to frame your brochures, and how to speak to your potential clients' concerns. Some massage therapists resist defining an ideal client because they fear it will limit their opportunities, but that’s not the case. Instead, think of it as identifying the people you most want to work with.

Start by defining who you do and do not want to work with. For example, if you’re a massage therapist specializing in prenatal massage, your ideal client might be expecting mothers looking for relief from pregnancy-related discomforts. Understanding these preferences will help you attract the right people.

To refine your ideal client profile, consider:

Demographics (age, gender, income level, profession, common physical complaints)

Psychographics (lifestyle habits, wellness priorities, pain points)

Where do they spend time? (yoga studios, chiropractors’ offices, gyms, wellness groups)

A useful exercise is listing at least 10 characteristics of your ideal client, followed by 10–20 places they frequent. This will guide your networking efforts, helping you connect with people and businesses that can refer clients to you.

Pillar 2: Your Massage Therapy Website

Your website serves as your online home. Unlike social media platforms, which can change policies or even disappear, your website is an asset you own. It doesn’t have to be elaborate—a simple, one-page site with your contact details and a clear explanation of your services is a great start. As your business grows, you can expand your site accordingly.

Key elements of your website should include:

Who you help

How you help them

A way for visitors to take action (e.g., online booking, contact form, free consultation, email signup)

Claiming your Google My Business profile is another important step, especially for local businesses. This ensures you appear on Google Maps and increases your local visibility.

Pillar 3: Networking & Collaboration for Massage Therapists

Online and offline networking helps build relationships and create referral opportunities. Networking is about planting seeds, whether attending Chamber of Commerce meetings, engaging in local business groups, or collaborating with complementary service providers like chiropractors and physical therapists. Not every connection immediately leads to business, but consistent effort will yield results over time.

Pillar 4: Marketing Materials for Massage Therapists

Print marketing is often overlooked in today’s digital world but remains effective. Business cards, brochures, and rack cards help you connect with people in real-life interactions. These materials ensure potential clients have a tangible reminder of your services, making reaching out easier when they’re ready.

Pillar 5: Online Platforms & Social Media

This pillar encompasses your presence beyond your website—social media, podcasts, blogs, and other online platforms. The key is to choose platforms you enjoy using and where your ideal clients are active. For some, that may be Instagram or YouTube; for others, it might be a blog or email newsletter.

Social media is free and allows for frequent engagement, but it requires consistency. Alternatives like podcasts or YouTube offer evergreen content, meaning your material remains discoverable for years. Consider your preferred format—writing, video, or audio—and build your content strategy accordingly.

Moving Forward

If you’re ready to take your massage business marketing to the next level, consider joining my Massage and Spa Success Membership. Inside, you'll get access to over 40 courses and workshops covering business growth, marketing strategies, rebooking and upgrading clients, and spa services. Plus, you'll receive planners, monthly live coaching sessions, expert guest speakers, and exclusive content to help you grow your business.

Looking for done-for-you marketing materials? Check out my Massage and Spa Marketing Content Club, where you get professionally designed social media posts, email templates, and promotional materials each month to help you stay visible and attract more clients with ease.

Building your marketing foundation takes time, but every step moves you closer to your goals. Consistency is more important than volume—posting quality content once a week is more effective than sporadic bursts of activity. Consider batching tasks to streamline your efforts, and don’t hesitate to outsource as your business grows.

These five pillars will provide a strong foundation, but remember: there is no one-size-fits-all approach. Identify what aligns best with you, your energy, and your business goals, and take action accordingly. If you have any questions or need support, I’m happy to help guide you along the way.