How to Market Your Red Light Therapy Business Online

If you offer red, near infrared or photobiomodulation therapy as part of your client services, you are already way ahead of the game.

My purpose here is to help you stay that way.

What are the challenges we face?

The Challenges

When it comes to selling red light therapy services, you have at least three specific challenges:

1. Educating the public.
2. Competition from in-home devices.
3. Being found & chosen above your local competition.

Let’s take the first one.

Challenge: Educating the public.

This has historically been the biggest challenge facing anyone selling red light therapy products or services, but I have good news. The public is finally being educated for you.

This graph from Google Trends shows the interest in red light therapy over the last 10 years:

It’s seasonal, but growing steadily and will only keep growing as Google projects.

Even just two years ago there were no books about red light therapy on Amazon. Today there are many.

Granted, some of those books are pushing in-home products and might seem to be against the very services you provide, but as we’ll see next, that doesn’t matter, because they’re leveraging this truth for you: “a rising tide lifts all boats.”

For better or worse, the public is being educated. The rising tide is producing a continual surge of people actively searching for red light therapy near them. It’s time now for you to focus on winning those clicks, and that’s what this is about.

Challenge: Competition from in-home devices.

I have sold in-home red light therapy devices for the last 15 years, and I’ve helped thousands of people decide which light therapy device or service is best for them.

It’s true, a lot of people, for affordability or convenience, want a red light therapy device they can use at home.

But, there are many others who want red light therapy provided to them as a service. In fact, the question, “Where can I find red light therapy near me?” was the second most popular question I answered every day.

When I asked these people why they would not rather just do it at home, these were the reasons I was given…

1. I don’t trust the in-home devices to be as effective.
2. I don’t trust myself to perform the treatment correctly.
3. I don’t have the time or patience to deal with those tiny devices.
4. I want it professionally done.
5. My [husband, wife, mother, father, kid] will only have a professional do it.

This is the bottom line: The same way TracFone is not really competition for iPhone, your competition is not really in-home red light therapy devices.

And there is another take-away from this. You do not need to beat your competition on price, because the people looking for the lowest possible price are not your target market. You need to provide the most remarkable service. And that leads us to the actual challenge…

Being found & chosen above your competition.

Here is a screenshot from Google Trends showing the searches for “red light therapy near me” over the last 10 years. Please stop and look at the angle of the projection on the right.

(I told you you were ahead of the game.)

Next, please take a minute and do a search for “red light therapy near me” from your device.

Are you on the map? Are you on the page? How many reviews do you have? How about your competition?

Here are the real questions. What search engine did you use? Which business would you have chosen?

This is the reality.

Red light therapy is the most profoundly beneficial therapy available for a growing list of conditions. Public interest in it is exploding. You already have the location, equipment and professional experience that people want and need. However, when it comes to down to business and your bottom line, the following facts reign supreme:

When people search for red light therapy near them or any other service you provide, they are using Google to do it.1,2 They decide where to go based on the reviews3 and if you don’t show up on the first page, you may as well not exist.4

In order to get the clients you need and stay ahead of your competition, you must take control of your Google presence and do everything you can to constantly improve your ranking and reviews.

Here’s how to do that.

1. Keyword research
2. Optimize your website
3. Optimize your Google My Business Page
4. Prepare Reviews
5. Advertise
6. Monitor

It all starts with the searchbox.

What are your potential clients typing into that box?

Why does it matter?

The keyword search is how Google decides what results to return to your client, and how to rank those results.

You need to know, because that’s how Google decides both what results to return and how to rank those results.

How to show up at the very top of Google Search results.

Why does it matter?

When you are seen at the very top of Google, the searcher gets the idea you are the authority on the subject, and your business name becomes their first impression. That’s worth every penny of the few dollars it’s going to cost you if they click on your ad.

The very top of search results belongs to paid ads in Google Ads.

If you’re going to do it yourself, I recommend that you call the number and let the Google specialist walk you through it. 

Here are some tips:

1. Only advertise on the search network, not the display network. What’s the difference? On the search network, your ad is only served to a person is actively searching for the keyword. On the display network, your ad will be served to anyone already reading something even remotely related to your keyword. Since you are paying for every click, you only want to show your ad to someone actively searching for what you have to offer.
2. Only show your ads to your local area. Google defaults are not often set in your favor. You don’t want to be advertising your local salon to someone 2000 miles away.
3. Pay attention to your daily budget and your billing cycle. Google is not going to notify you – they will just let a tab run up into the hundreds or thousands of dollars then charge you seemingly out of the blue. You can control it, but you do have to pay attention. 
4. Use location extensions to trigger ads in Google Maps when a searcher is near you.

Why does it matter?

After the ads, the Google Map results are the first thing your potential client will see, along with the Reviews.

The number one ranking factor in Google Maps is your proximity to the searcher. You can’t control that. However, you absolutely can influence everything else, and you do it by optimizing the heck out of your Google My Business listing.

Google, “how to optimize my Google My Business listing” to find out how. Look for a step-by-step guide and just follow it through.

Here’s a couple of tips:

You should know, this is not a once-and-done thing. Your GMB listing will have to be maintained, preferably weekly, to keep Google and your potential clients happy. You’ll need to carve out a little time every day to take care of it, but it’s worth every minute you spend.

Another thing affecting your Google Maps ranking is something called your “NAP citations” across the web. NAP stands for name, address, phone number. You want to make sure those things are consistent, down to the character, everywhere that they appear online. There are services to help with this, I recommend Brightlocal.