Learn	  to	  Fly	  Online	  Marke0ng	  Intensive	  Course	  For	  Yoga	  &	  Wellbeing	  Professionals	  
Barriers	  to	  learning	  1.  “I	  know	  this	  already”	  	  	  2.  “This	  isn’t	  relevant	  to	  me”	  3.  “I’ll	  n...
$1	  billion	  per	  year	  Sales	  in	  Australian	  natural	  (complementary)	  healthcare	  industry	  
In	  2010,	  	  23%	  	  were	  online	  By	  2020,	  	  68%	  will	  be	  online	  In	  2006,	  6%	  were	  online	  
Centralised	  power	  	  limited	  mobility	  
To	  own	  your	  own	  	  factory	  nowadays,	  	  you	  need:	  	  –	  a	  computer	  –	  internet	  connec0on	  –	  a	 ...
Content	  	  Newsle[ers	  Blog	  posts	  Comments	  on	  social	  media	  Ar0cles	  E-­‐Books	  E-­‐programs	  &	  E-­‐cou...
Distribu0on	  	  Email	  marke0ng	  Twi[er	  Ar0cle	  directories	  Facebook	  &	  other	  social	  media	  Book-­‐marking...
Content	  CAN:	  o Relate	  to	  your	  story	  (your	  ‘why’)	  o Be	  topical	  (if	  you’re	  quick!)	  o Directly	  re...
Content	  MUST	  be:	  	  Useful	  	  Relevant	  	  Valuable	  	  (to	  your	  ideal	  clients)	  	  
Today’s	  marketers	  are	  storytellers	  
Why	  content	  marke0ng?	  Reach	  
Why	  content	  marke0ng?	  Authority	  	  o  More	  loyal	  clients	  o  More	  media	  opportuni0es	  o  More	  business...
Tribes	  	  Discount	  and	  I	  will	  love	  you	  right	  now.	  	  Inspire	  me	  with	  insights,	  ideas	  and	  per...
Why	  content	  marke0ng?	  Google’s	  Zero	  Moment	  of	  Truth	  Report	  showed	  the	  average	  shopper	  used	  10....
No-­‐one	  has	  the	  unique	  blend	  of	  talents,	  antude,	  experience	  and	  perspec0ve	  as	  GORGEOUS	  OLD	  YO...
Exercise:	  turn	  to	  your	  neighbour	  and	  introduce	  yourself	  o “I’m	  name.”	  o “I	  do	  specific	  thing	  fo...
People	  do	  not	  buy	  what	  you	  do	  	  they	  buy	  why	  you	  do	  it.	  ~	  Simon	  Sinek,	  ethnographer	  
Exercise:	  by	  yourself.	  Take	  a	  few	  moments	  to	  jot	  down	  some	  specific	  sales	  goals	  for	  your	  bu...
Blogging	  	  o  Solici0ng	  feedback	  	  o  Commen0ng	  	  o  Integrated	  with	  social	  media	  	  o  Can	  be	  in	 ...
o A[ract	  new	  leads	  o Converts	  prospects	  into	  clients	  o Increase	  understanding	  of	  your	  goods/services...
Recommended	  blogging	  tools	  
Blogging	  essen0als	  ² 	  Start!	  ² 	  Blog	  at	  least	  once	  a	  week	  ² 	  Be[er	  to	  be	  slow	  and	  ste...
Exercise:	  Return	  to	  your	  sales	  goals.	  Pick	  one.	  o Write	  5	  topics	  related	  to	  your	  sales	  goal	...
Sample	  schedule	  o Blog	  once	  a	  week	  o Promote	  your	  blog	  posts	  in	  the	  following	  24	  hours	  on	  ...
11,489,600	  Aus	  users	  (March	  2013)	  
Every	  month,	  more	  than	  	  250	  million	  people	  engage	  with	  Facebook	  on	  external	  websites	  	  
OpAmise	  your	  Facebook	  page	  design	  Cover	  image:	  851px	  by	  315px	  Profile	  image:	  180px	  by	  180px	  A...
Decide	  on	  your	  strategy	  Jan–Mar:	  	  	  increase	  fans	  	  Apr–Jul:	  	  migrate	  people	  onto	  email	  data...
Write	  a	  schedule	  of	  content	  Monday	   Tuesday	   Wednesday	   Thursday	   Friday	  Monday	  theme	  (such	  as	 ...
Include	  a	  simple	  ‘call	  to	  acAon’	  
Think	  about	  the	  response	  you	  want	  before	  you	  ask	  (&	  make	  it	  easy	  for	  people!)	  	  -­‐	  Ques0...
Tease	  people	  to	  enAce	  them	  to	  click	  
Know	  what	  your	  audience	  finds	  fun	  
Ask	  for	  feedback	  on	  your	  business	  Because:-­‐	  	  a)  It	  shows	  you	  care	  b)  It’s	  invaluable	  to	  ...
Be	  original	  with	  your	  promoAons	  a)  Try	  something	  different	  	  b)  Get	  fans	  involved	  in	  crea0ng	  c...
•  List	  10	  problems,	  worries,	  issues	  or	  frustra0ons	  they	  have.	  •  Match	  each	  of	  these	  10	  with	...
Claim	  your	  @Hashtag	  and	  brand	  your	  channel	  
Follow	  with	  reckless	  abandon	  
Talk	  and	  respond	  to	  people	  
Cull	  and	  create	  lists	  
Automate	  and	  schedule	  your	  content	  tweets	  
Retweet	  and	  share	  others’	  tweets	  	  	  	  (When	  they	  are:	  	  useful,	  	  relevant	  	  and	  valuable	  	...
Hash	  it	  up	  (but	  not	  too	  much)	  
Exercise:	  Return	  to	  your	  story	  topics.	  	  o Write	  concise	  headlines.	  o “How	  to”	  o Be	  funny	  or	  ...
Show	  people	  what	  you	  do	  
Launch	  a	  promo0on	  
Educate	  
Demonstrate	  exper0se	  
Entertain	  (&	  relate)	  
Piggy-­‐back	  
Tell	  a	  story	  
Illustrate	  a	  story	  	  
Google.com	  &	  Google.com.au	  together	  power	  93.55%	  of	  searches	  in	  Australia	  (Hitwise,	  Sept	  2012).	  ...
1st:	  Research	  is	  inescapable	  The image cannot be displayed. Your computer may not have enough memory to open the i...
2nd:	  You	  need	  to	  know	  	  what’s	  happening	  
3rd:	  If	  you	  have	  a	  physical	  premises,	  	  add	  a	  Google	  Maps	  lis0ng	  (called	  ‘Google	  Places	  for...
Remember,	  you	  are	  en0cing	  people	  to	  click	  Page	  Atle	  tags:	  	  70	  characters	  max	  	  (including	  s...
Navigate	  or	  detonate	  	  1.  First	  impressions	  count	  a)  Professional	  design	  b)  Not	  too	  crowded	  	  2...
Exercise:	  by	  yourself	  1. What	  are	  your	  2	  most	  popular	  pages?	  	  2. What	  are	  the	  2	  most	  impor...
The	  essen0als	  of	  a	  good	  Google	  ranking	  	  	  1. Search	  engine	  research	  to	  determine	  target	  phras...
Google’s	  job	  is	  to	  give	  people	  the	  info	  they	  seek	  –	  and	  quickly.	  	  	  A	  low	  bounce	  rate	 ...
Exercise:	  what	  do	  you	  want	  to	  be	  known	  for?	  o 	  Why	  do	  you	  do	  what	  you	  do?	  (Needs	  to	  ...
Get	  very	  clear	  on	  what	  it	  is	  that	  you	  are	  actually	  doing	  for	  people	  regardless	  of	  what	  t...
WHY	  business	  is	  about	  LOVE	  Businesses:	  •  Solve	  problems	  •  Help	  people	  lead	  happier,	  healthier	  ...
LoveDeclarations
“I	  believe	  that	  when	  wellbeing	  professionals	  can	  thrive	  in	  business,	  the	  whole	  world	  benefits.”	 ...
“I	  no	  longer	  believe	  that	  the	  drop-­‐in	  class	  model	  benefits	  the	  student.	  Sporadic	  prac0ce	  will...
 	  “I	  want	  you	  to	  thrive	  in	  business,	  magnify	  your	  impact,	  and	  elevate	  yoga	  and	  natural	  the...
“So,	  I’ve	  created	  this	  one-­‐day	  intensive	  to	  encourage	  you	  to	  think	  big	  and	  be	  bold,	  embrac...
This	  is	  your	  ‘call	  to	  ac0on’.	  Register?	  Click?	  Buy?	  Pay	  now?	  Share?	  	  	  “Claim	  your	  place	  ...
Your	  name,	  here.	  	  	  “Me.”	  	  	  With	  all	  my	  love	  …	  
Love	  DeclaraAon	  Barometer	  Before	  you	  send	  anything,	  first	  ask:	  	  “Would	  I	  send	  this	  to	  a	  fri...
Communica0on	  is	  not	  	  what	  you	  say,	  	  it’s	  what	  people	  hear	  You	  must	  priori0se	  	  your	  messa...
Exercise:	  in	  what	  priority	  are	  	  your	  messages?	  	  	  #1	  	  #2	  	  #3	  o These	  should	  express	  you...
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corr...
Growing	  your	  database	  1. Offer	  a	  smart	  incen0ve	  (free	  gi{)	  in	  return	  for	  an	  email	  2. Ensure	  y...
Exercise	  in	  pairs:	  email	  incen0ve	  Introduce	  your	  ideal	  client	  to	  your	  partner.	  You	  may	  like	  ...
Exercise:	  Email	  newsle[er	  topics	  Jan	  Feb	  Mar	  Apr	  May	  Jun	  Jul	  Aug	  Sept	  Oct	  Nov	  Dec	  Don’t	  ...
Secret	  email	  supercharge:	  Auto-­‐responders	  “Your	  CD	  has	  been	  gently	  taken	  from	  our	  CD	  Baby	  sh...
Email	  superpowers	  1. Perfect	  headings/subject	  lines	  2. Personalise	  emails	  ‘Hello	  Bunny!’	  	  3. Target	  ...
Exercise:	  Look	  at	  your	  ideal	  client.	  Why	  wouldn’t	  they	  buy	  from	  you?	  o Do	  you	  have	  preconcep...
How	  will	  you	  stay	  inspired	  	  to	  create	  and	  curate	  	  	  Relevant	  Useful	  Valuable	  	  informa0on	  ...
Content	  cura0on:	  RSS	  Feeds	  
Content	  cura0on:	  Google	  alerts	  
Content	  cura0on:	  Facebook	  
Content	  cura0on:	  Twi[er	  
CongratulaAons!	  	  	  You	  are	  no	  longer	  just	  a	  small	  business.	  	  You	  are	  a	  media	  company.	  	  ...
Message	  BEFORE	  medium	  Keep	  your	  ideal	  client	  at	  the	  heart	  of	  all	  you	  do.	  	  	  Think	  “Yes,	 ...
Think	  MESSAGE	  before	  MEDIUM	  	  	  Cater	  your	  KEY	  MESSAGES	  to	  as	  many	  	  different	  mediums	  as	  yo...
Review	  &	  Analyse	  	  Every	  fortnight	  	  Every	  month	  	  Every	  3	  months	  	  Every	  6	  months	  	  	  Eve...
Batch	  tasks	  
Ideas	  	  are	  worthless	  	  without	  	  Implementa0on	  
h[p://YogaReach.com.au	  	  h[p://Facebook.com/YogaReach	  	  h[p://Twi[er.com/YogaReach	  h[p://YouTube.com/YogaReach	  	  
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
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Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers

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Learn how to better serve your clients while earning more while doing what you love.

This one-day intensive course in Adelaide, May 16, unpacked the most effective online marketing strategies and techniques to help you pack your classes, fill your events and courses, and widen your reach by attracting your ideal clients.

On the surface, it’s about Facebook, websites, search engine optimisation, blogging and birds that go Tweet. But really it’s about attracting your perfect client, better serving their deeper needs and desires, and being rewarded accordingly.

Marketing in the 21st century is not all about promotions, discounts and hype-filled sales speak. It’s about gathering your tribe through content.

A business with a tribe makes marketing easier. You are not interrupting disinterested strangers but supplying information to like-minded, interested souls. Creating and curating content that aids and enables, inspires and motivates convert strangers into fans (who bring friends)!

Learn more: http://YogaReach.com.au

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Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers

  1. 1. Learn  to  Fly  Online  Marke0ng  Intensive  Course  For  Yoga  &  Wellbeing  Professionals  
  2. 2. Barriers  to  learning  1.  “I  know  this  already”      2.  “This  isn’t  relevant  to  me”  3.  “I’ll  never  get  this”  
  3. 3. $1  billion  per  year  Sales  in  Australian  natural  (complementary)  healthcare  industry  
  4. 4. In  2010,    23%    were  online  By  2020,    68%  will  be  online  In  2006,  6%  were  online  
  5. 5. Centralised  power    limited  mobility  
  6. 6. To  own  your  own    factory  nowadays,    you  need:    –  a  computer  –  internet  connec0on  –  a  bright  idea  –  energy  and  passion    ~  Key  Person  of  Influence,    Daniel  Priestley  
  7. 7. Content    Newsle[ers  Blog  posts  Comments  on  social  media  Ar0cles  E-­‐Books  E-­‐programs  &  E-­‐course  White  Papers  Videos  
  8. 8. Distribu0on    Email  marke0ng  Twi[er  Ar0cle  directories  Facebook  &  other  social  media  Book-­‐marking  sites  Discussion/forum/community  sites  RSS  feeds  
  9. 9. Content  CAN:  o Relate  to  your  story  (your  ‘why’)  o Be  topical  (if  you’re  quick!)  o Directly  relate  to  what  you’re  selling  o Be  a  case  study  or  personal  client  story    o Be  a  series  leading  up  to  an  event  o Be  entertaining  o Be  irreverent    o Be  a  love  declara0on  (more  on  that  later….)  
  10. 10. Content  MUST  be:    Useful    Relevant    Valuable    (to  your  ideal  clients)    
  11. 11. Today’s  marketers  are  storytellers  
  12. 12. Why  content  marke0ng?  Reach  
  13. 13. Why  content  marke0ng?  Authority    o  More  loyal  clients  o  More  media  opportuni0es  o  More  business  opportuni0es  o  More  joint  venture  offers  
  14. 14. Tribes    Discount  and  I  will  love  you  right  now.    Inspire  me  with  insights,  ideas  and  personal  service  and  I  will  love  you  forever.  Why  content  marke0ng?  It  costs    5  or  6  0mes  more    to  acquire  new  clients    than  retain  old  clients    (Beyond  Customer  Service,  Crisp)  
  15. 15. Why  content  marke0ng?  Google’s  Zero  Moment  of  Truth  Report  showed  the  average  shopper  used  10.4  sources  of  informa0on  to  make  a  decision  in  2011,  up  from  5.3  sources  in  2010      It  had  doubled  in  a  year.    Expecta0on  
  16. 16. No-­‐one  has  the  unique  blend  of  talents,  antude,  experience  and  perspec0ve  as  GORGEOUS  OLD  YOU  
  17. 17. Exercise:  turn  to  your  neighbour  and  introduce  yourself  o “I’m  name.”  o “I  do  specific  thing  for  specific  person  (your  ideal  client)”  o “People  who  suffer  from/have  issues  with  specific  thing  tend  to  realise  the  most  specific  benefit.”  o “I’m  currently  working  on/researching  specific  thing.”    Engage  with  ques0on  (eg:  “Have  you  heard  about  it?”)  
  18. 18. People  do  not  buy  what  you  do    they  buy  why  you  do  it.  ~  Simon  Sinek,  ethnographer  
  19. 19. Exercise:  by  yourself.  Take  a  few  moments  to  jot  down  some  specific  sales  goals  for  your  business  o Eg:  Average  20  students  per  class.  o Eg:  Average  6  consulta0ons  booked,  5  days  per  week.  o Eg:  Fill  all  15  spaces  at  my  luscious  retreat  in  Bhutan  in  September.  
  20. 20. Blogging    o  Solici0ng  feedback    o  Commen0ng    o  Integrated  with  social  media    o  Can  be  in  depth  or  casual    o  250  words  +  Ar0cles    o  Not  necessarily  solici0ng  feedback  o  No  commen0ng    o  Integrated  with  social  media    o  Tends  to  be  in  depth    o  500  words  +  Newsle[ers    o  Solici0ng  feedback      o  No  commen0ng  o  Somewhat  integrated  with  social  media    o  In  depth  or  sales-­‐y  o  Varied  lengths    o  Read  in  an  email  program  
  21. 21. o A[ract  new  leads  o Converts  prospects  into  clients  o Increase  understanding  of  your  goods/services  o Strengthen  rela0onships  with  exis0ng  clients  o Drive  people  to  opt-­‐in  to  your  email  list  o Rank  be[er  on  Google  for  your  niche/specialty  o Become  an  industry  leader  o Get  more  speaking  engagements  o Differen0ate  your  business    o A[ract  press.  Why  blog?  
  22. 22. Recommended  blogging  tools  
  23. 23. Blogging  essen0als  ²   Start!  ²   Blog  at  least  once  a  week  ²   Be[er  to  be  slow  and  steady  than  burn-­‐out  ²   Write  in  batches  and  prepare  a  stockpile  of  evergreen  content  ² Use  ques0ons  to  provoke  responses    ² Prepare  for  events  and  courses  with  a  series  of  posts  ²   Promote,  promote,  promote  ²   Ask  people  to  share.  
  24. 24. Exercise:  Return  to  your  sales  goals.  Pick  one.  o Write  5  topics  related  to  your  sales  goal  (educa0onal  or  instruc0onal).  o Write  5  topics  related  to  overcoming  barriers  to  purchase  (avoid  the  obvious  –  0me,  convenience  and  money  –  unless  these  are  significant).  
  25. 25. Sample  schedule  o Blog  once  a  week  o Promote  your  blog  posts  in  the  following  24  hours  on  Facebook  (x  2),  Twi[er  (x  6),  Google+  (x3),  Instagram  (x1),  Pinterest  (x1),  LinkedIn  (x3).  Some  of  these  can  be  scheduled  through  Hootsuite.com  o Facebook  &  Twi[er  1-­‐2  0mes  a  day,  5  days  a  week  o Email  newsle[er  once  a  month  0med  to  promote  one  in-­‐depth  ar0cle  published  on  your  website  WARNING!                                                    Don’t  freak  out.  
  26. 26. 11,489,600  Aus  users  (March  2013)  
  27. 27. Every  month,  more  than    250  million  people  engage  with  Facebook  on  external  websites    
  28. 28. OpAmise  your  Facebook  page  design  Cover  image:  851px  by  315px  Profile  image:  180px  by  180px  App  thumbnail  images:    111  by  74px.  
  29. 29. Decide  on  your  strategy  Jan–Mar:      increase  fans    Apr–Jul:    migrate  people  onto  email  database    Aug–Nov:      2nd  biggest  web  traffic  referrer  website  referrer  
  30. 30. Write  a  schedule  of  content  Monday   Tuesday   Wednesday   Thursday   Friday  Monday  theme  (such  as  ‘Sankalpa:  set  your  week  up  right’)  Repost  an  image  Link  to  blog  post  with  comment  and  image  from  post  Post  an  ar0cle  on  yoga    Entertaining  content,  such  as  video  Post  an  ar0cle  on  yoga  Post  an  ar0cle  on  yoga  Repost  an  image  Repost  an  image  Ask  a  ques0on  (see  page  11  on  your  Content  Strategy  and  Schedule)  
  31. 31. Include  a  simple  ‘call  to  acAon’  
  32. 32. Think  about  the  response  you  want  before  you  ask  (&  make  it  easy  for  people!)    -­‐  Ques0on  of  the  day/poll  of  the  day  (one-­‐word  answers)    -­‐  hot  0p/quick  0p    -­‐  did  you  know?    -­‐  guess  the  cap0on    -­‐  fill  in  the  blank    
  33. 33. Tease  people  to  enAce  them  to  click  
  34. 34. Know  what  your  audience  finds  fun  
  35. 35. Ask  for  feedback  on  your  business  Because:-­‐    a)  It  shows  you  care  b)  It’s  invaluable  to  test  changes  before  you  make  them  c)  Creates  excitement  and  curiosity  d)  It  creates  ‘buy-­‐in’  –  part  feel  part  of  your  business  
  36. 36. Be  original  with  your  promoAons  a)  Try  something  different    b)  Get  fans  involved  in  crea0ng  content  for  your  promo0on    c)  Keep  the  ask  on  par  with  the  prize  
  37. 37. •  List  10  problems,  worries,  issues  or  frustra0ons  they  have.  •  Match  each  of  these  10  with  how  your  product/service  directly  or  indirectly  solves  these.  Exercise:  Look  at  your  ideal  client  –  their  problems,  worries,  or  frustra0ons.  
  38. 38. Claim  your  @Hashtag  and  brand  your  channel  
  39. 39. Follow  with  reckless  abandon  
  40. 40. Talk  and  respond  to  people  
  41. 41. Cull  and  create  lists  
  42. 42. Automate  and  schedule  your  content  tweets  
  43. 43. Retweet  and  share  others’  tweets        (When  they  are:    useful,    relevant    and  valuable    to  your  audience)  
  44. 44. Hash  it  up  (but  not  too  much)  
  45. 45. Exercise:  Return  to  your  story  topics.    o Write  concise  headlines.  o “How  to”  o Be  funny  or  outrageous  o Ques0on  a  common  assump0on  o “What  ______  taught  me  about  ______”  o Lists  “5  ways  to  get  to  sleep  –  fast!”  o Ask  a  ques0on  your  audience  is  likely  to  reply  ‘yes’  or  ‘don’t  know’  to.  o Be  topical;  relate  your  topic  to  current  affairs  
  46. 46. Show  people  what  you  do  
  47. 47. Launch  a  promo0on  
  48. 48. Educate  
  49. 49. Demonstrate  exper0se  
  50. 50. Entertain  (&  relate)  
  51. 51. Piggy-­‐back  
  52. 52. Tell  a  story  
  53. 53. Illustrate  a  story    
  54. 54. Google.com  &  Google.com.au  together  power  93.55%  of  searches  in  Australia  (Hitwise,  Sept  2012).  Half  of  all  searches  are  abandoned  a{er  the  first  page  of  results  and  80%  are  abandoned  a{er  the  second  page.  Search  engine  op0misa0on  helps  you  achieve  high  page  rankings.  
  55. 55. 1st:  Research  is  inescapable  The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  56. 56. 2nd:  You  need  to  know    what’s  happening  
  57. 57. 3rd:  If  you  have  a  physical  premises,    add  a  Google  Maps  lis0ng  (called  ‘Google  Places  for  Business’)  
  58. 58. Remember,  you  are  en0cing  people  to  click  Page  Atle  tags:    70  characters  max    (including  spaces)  Meta  page    descripAons:  155  characters  (including  spaces)    
  59. 59. Navigate  or  detonate    1.  First  impressions  count  a)  Professional  design  b)  Not  too  crowded    2.  Less  is  more  with  your  menu,  so  priori0se!    3.  Think  about  what  ac0ons  you  want  people  to  take,  and  work  backwards    4.  Different  people  navigate  differently    
  60. 60. Exercise:  by  yourself  1. What  are  your  2  most  popular  pages?    2. What  are  the  2  most  important  pages  that  you  want  web  visitors  to  see?    3. Do  you  have  more  than  3  ways  to  take  them  to  those  2  most  important  pages  from  your  homepage  (not  just  your  main  menu)?    
  61. 61. The  essen0als  of  a  good  Google  ranking      1. Search  engine  research  to  determine  target  phrases  2. Meta  informa0on  wri[en  in  line  with  research  (page  0tles,  page  descrip0ons  and  alt  tags  for  images)  3. Easy  to  navigate    4. Regularly  updated  with  quality,  relevant  content  5. En0cing  and  engaging  headings,  short  paragraphs    6. Links  from  other  websites  that  rank  well  for  target  search  phrases  7. Reliable  hos0ng  with  pages  loading  quickly  
  62. 62. Google’s  job  is  to  give  people  the  info  they  seek  –  and  quickly.      A  low  bounce  rate  combined  with  a  high  ‘0me  on  page’  tells  Google  that  your  site  has  sa0sfied  the  searcher’s  query.    Remember,  CONVERSION  is  more  important  that  VOLUME.  The  secret  of  gaining  a  good  Google  ranking?  Make  your  website  visitors  happy!    
  63. 63. Exercise:  what  do  you  want  to  be  known  for?  o   Why  do  you  do  what  you  do?  (Needs  to  be  relatable  to  your  ideal  client)    o   What  do  people  keep  asking  you  about?    o   What  do  you  think,  believe,  or  do  differently?  o When  people  compliment  you,  what  do  they  remark  on?  
  64. 64. Get  very  clear  on  what  it  is  that  you  are  actually  doing  for  people  regardless  of  what  they  are  paying  you  for.    Once  you  have  that  in  mind  and  on  paper,  change  your  0tle.      Change  the  name  of  your  service  or  the    packaging  of  your  product.  Make  sure  it    reflects  what  you  are  actually  doing    because  what  you  actually  do  is  worth    so  much  more  than  what  you  think  you    are  doing  right  now.    ~  Tara  Gen0le,  The  Art  of  Earning  
  65. 65. WHY  business  is  about  LOVE  Businesses:  •  Solve  problems  •  Help  people  lead  happier,  healthier  lives  •  Are  compassionate  •  Listen  to  clients  to  try  to  understand  how  they  feel.  
  66. 66. LoveDeclarations
  67. 67. “I  believe  that  when  wellbeing  professionals  can  thrive  in  business,  the  whole  world  benefits.”    “I  believe  self-­‐love  is  the  most  self-­‐less  thing  you  can  do.”  I  believe  …  
  68. 68. “I  no  longer  believe  that  the  drop-­‐in  class  model  benefits  the  student.  Sporadic  prac0ce  will  not  give  you  the  results  you  deserve.  A  course  which  calls  for  commitment  to  regular  prac0ce,  with  a  solid  founda0on  that  progressively  builds  with  each  lesson,  will.”    Or,  tell  me  what  you  no  longer  believe    (and  why  …)  
  69. 69.    “I  want  you  to  thrive  in  business,  magnify  your  impact,  and  elevate  yoga  and  natural  therapies  from  the  sidelines.”    “I  want  you  to  sleep  deeper,  be  able  to  relax  on  demand,  and  appreciate  and  enjoy  your  partner  on  a  whole  new  level.”  I  want  you  to  have  …  What  do  you  want  people  to  understand,  experience  or  learn?  
  70. 70. “So,  I’ve  created  this  one-­‐day  intensive  to  encourage  you  to  think  big  and  be  bold,  embrace  your  unique  voice,  and  deliver  your  pearls  to  the  wider  world.”      “So  I’ve  created  a  week-­‐long  yoga  immersion  in  Bhutan  for  older  women  who  are  star0ng  to  feel  invisible  and  have  their  confidence  eroded.  We  will  hike,  eat,  do  yoga,  dance,  meet  the  locals  and  learn  Buddhist  medita0on,  while  reaffirming  ourselves,  witnessed  by  each  other  …  and  the  mountains.”    So,  I’ve  created  …  
  71. 71. This  is  your  ‘call  to  ac0on’.  Register?  Click?  Buy?  Pay  now?  Share?      “Claim  your  place  at  one  of  my  (rapidly-­‐filling-­‐up)  2013  Intensives.”      “Book  your  spot  at  our  retreat.  We  have  just  20  spots  and  half  are  already  taken.”  Right  now,  I  want  you  to  …  
  72. 72. Your  name,  here.      “Me.”      With  all  my  love  …  
  73. 73. Love  DeclaraAon  Barometer  Before  you  send  anything,  first  ask:    “Would  I  send  this  to  a  friend?”  
  74. 74. Communica0on  is  not    what  you  say,    it’s  what  people  hear  You  must  priori0se    your  message  if  people  are  to  hear  you  
  75. 75. Exercise:  in  what  priority  are    your  messages?      #1    #2    #3  o These  should  express  your  specific,  unique  value  AND  resonate  with  your  ideal  client.    o These  should  be  succinct  and  easy  to  understand  (save  complexi0es  for  later).  
  76. 76. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.The image cannot be displayed. Your computer may not have enough memory to open the image, or the imagemay have been corrupted. Restart your computer, and then open the file again. If the red x still appears, youmay have to delete the image and then insert it again.
  77. 77. Growing  your  database  1. Offer  a  smart  incen0ve  (free  gi{)  in  return  for  an  email  2. Ensure  you  E-­‐News  sign-­‐up  is  on  every  page  of  your  site  (some0mes  in  mul0ple  places)  3. Promote  your  free  gi{  on  your  Facebook  page  4. Guest  blog  and  highlight  your  free  gi{  5. Turn  your  free  gi{  into  an  ad  6. Consider  mul0ple  free  gi{s  7. Add  your  sign-­‐up  to  your  personal  email  footer  and  in  your  E-­‐News  itself.  
  78. 78. Exercise  in  pairs:  email  incen0ve  Introduce  your  ideal  client  to  your  partner.  You  may  like  to  also  introduce  your  number  1  priority  product/service.    Consider:  what  would  be  useful,  relevant  and  make  life  easier  for  them?    What  could  you  give  away  in  exchange  for  an  email  address?    Be  specific!  
  79. 79. Exercise:  Email  newsle[er  topics  Jan  Feb  Mar  Apr  May  Jun  Jul  Aug  Sept  Oct  Nov  Dec  Don’t  forget:    1. Your  high-­‐value  items  2. Promo0ons  3. Your  holidays  4. Your  busy  periods  5. Your  quiet  periods  6. Other  events  
  80. 80. Secret  email  supercharge:  Auto-­‐responders  “Your  CD  has  been  gently  taken  from  our  CD  Baby  shelves  with  sterilized  contamina0on-­‐free  gloves  and  placed  onto  a  sa0n  pillow.    A  team  of  50  employees  inspected  your  CD  and  polished  it  to  make  sure  it  was  in  the  best  possible  condi0on  before  mailing.    Our  packing  specialist  from  Japan  lit  a  candle  and  a  hush  fell  over  the  crowd  as  he  put  your  CD  into  the  best  gold-­‐lined  box  that  money  can  buy.    We  all  had  a  wonderful  celebra0on  a{erwards  and  the  whole  party  marched  down  the  street  to  the  post  office  where  the  en0re  town  of  Portland  waved  “Bon  Voyage!”  to  your  package,  on  its  way  to  you,  in  our  private  CD  Baby  jet  on  this  day,  Friday,  June  6th.    I  hope  you  had  a  wonderful  0me  shopping  at  CD  Baby.  We  sure  did.  Your  picture  is  on  our  wall  as  “Customer  of  the  Year.”  We’re  all  exhausted  but  can’t  wait  for  you  to  come  back  to  CDBABY.COM!!  
  81. 81. Email  superpowers  1. Perfect  headings/subject  lines  2. Personalise  emails  ‘Hello  Bunny!’    3. Target  be[er  by  segmen0ng    your  list  4. Host  most  of  the  content  on  your    website  and  link  each  E-­‐News  item  to  your  site  5. Sharpen,  experiment  with,  and  deepen  your  calls  to  ac0on!  (‘book  now’,  ‘call’,  ‘read  more’,  ‘click  here’)  6. Use  an  occasional  plain  text  email  for  love  declara0ons  7. Don’t  be  boring  8. Be  awesome  
  82. 82. Exercise:  Look  at  your  ideal  client.  Why  wouldn’t  they  buy  from  you?  o Do  you  have  preconcep0ons  or  misconcep0ons  to  correct  or  overcome?  o Who  is  influencing  your  ideal  client  before  they  reach  you?  o Do  you  need  to  be[er  explain  the  ‘how’  of  what  you  offer?  o Are  you  dis0nct  and  different  from  your  compe0tors?  
  83. 83. How  will  you  stay  inspired    to  create  and  curate      Relevant  Useful  Valuable    informa0on  for  your  ideal  clients?  
  84. 84. Content  cura0on:  RSS  Feeds  
  85. 85. Content  cura0on:  Google  alerts  
  86. 86. Content  cura0on:  Facebook  
  87. 87. Content  cura0on:  Twi[er  
  88. 88. CongratulaAons!      You  are  no  longer  just  a  small  business.    You  are  a  media  company.    (Take  a  long  lunch)  
  89. 89. Message  BEFORE  medium  Keep  your  ideal  client  at  the  heart  of  all  you  do.      Think  “Yes,  AND…”  and  “Yes,  BUT”  when  seeking  to  add  to  debate.      Remember,  what’s  the  value  at  the  center  of  my  business?  
  90. 90. Think  MESSAGE  before  MEDIUM      Cater  your  KEY  MESSAGES  to  as  many    different  mediums  as  you  can.  
  91. 91. Review  &  Analyse    Every  fortnight    Every  month    Every  3  months    Every  6  months      Every  year  If  it’s  not  scheduled,  it  doesn’t  happen  
  92. 92. Batch  tasks  
  93. 93. Ideas    are  worthless    without    Implementa0on  
  94. 94. h[p://YogaReach.com.au    h[p://Facebook.com/YogaReach    h[p://Twi[er.com/YogaReach  h[p://YouTube.com/YogaReach    
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