Yesterday's thread on the Facebook group Massage Practice Builder had my mind racing! There is so much more I want to share about my experiences with TripAdvisor that I just can't fit it all on one thread.
Getting Listed
As discussed yesterday, this is the super secretive link to getting listed as a Thing To Do in your town. You fill out a description, name, address,etc. Same ol' same ol'. They may send you a postcard to verify you are a real business, I can't remember. But once you are approved, you can really jazz up your profile! Add photos of your office, your staff, or your services. Add your hours of operation, and do not forget to include a phone number! You can link your website and a variety of social media. Did I mention this is all free?
Low Maintenance
Once your listing is active and you've added your content you are done! You will receive an email to notify you of any new reviews. If you want to you can log back in to your account and under Management Center you can opt to reply to the reviews as the owner of the business. It's a good idea to thank people for taking the time to post positive reviews and earnestly and honestly reply to the negative ones. Negative reviews will affect your rank within the system, but customers often report they chose a location because the owner replied to address complaints. You can't delete them as far as I know so might as well pull a PR move: own up to the problem, take responsibility as the owner, and list the solutions you have taken to make sure it never happens again.
Okay great you have an active listing, who is going to find you here?
Travelers! Hotel guests! Full-time RVers! People in town for a family or work function. Lots and lots of people who are potential clients of yours pass through your town every day. They don't live there, they don't read the paper or subscribe to the local things you may be spending your advertising dollars on. This is how you reach them! Their money is just as good as your local's money.
Not Always Planners
I'd say 75% of the clients who call us from TripAdvisor need a same day or next day appointment. They see that we are here once they are already here. Sometimes we can't accommodate them and we refer out to another therapist or two in town.
Frequency
True, a lot of these people will never come back again, but not because they didn't love you, they just have to go home sometime. But some will come back to town annually, maybe even monthly, so repeat business is certainly an option!
They Value the Experience
These are not discount seekers! They make their buying decisions on reviews not on prices. So when you are ranked #5 thing to do in Hoboken, with 30 five star reviews singing your praises, it doesn't matter what your price is because chances are good you are worth it! They are coming because your business adds value to their vacation.
They Write Reviews
Because they found you on TripAdvisor, they are extremely likely to review you on TripAdvisor and help you increase your rank and find even more new customers!
You Are the Destination.
They found you, discovered you even, they've seen your pictures, they've read the reviews and now they are counting down the seconds until they get to be the one on your table. You, my friend, are a destination in your town! Now maybe you didn't go into your business to be a luxury day spa, maybe you cater to a sports crowd or a medical crowd. This listing is not supposed to change who you or who your business is. It is supposed to highlight you as a fixture in your community.
Donna Kopf,
Owner LMT Marble Falls Massage Therapy Center
Owner LMT Kingsland Massage Garage
Marketing Director, Sway Marketing
