Yoga Reach Online Marketing Intensive course, held in Sydney, March 28, 2013. Today's marketers are storytellers. Story telling, through your website, blog, email newsletter and social media, is the cornerstone of modern marketing. Known as 'content marketing', this is perfectly suited to wellbeing professionals who like to give and serve, as well as solopreneurs, who have limited budgets for advertising or public We looked at: • The hows, whys, whens and whats of social media – and especially, how much is enough. • The essential elements of writing a sales page – we call them 'Love Declarations' – that sells. • We sketched out six month’s worth of blogs, articles and other content. • How to apply laser-like focus to your online time so you aren’t wasting hours (and avoiding photos of your ex-husband’s new wife’s daughter’s wedding). • How to dominate search engine results and find yourself on the first page of Google! • How to better retain clients and increase referrals. • How to market your business so it feels effortless, natural and fun. • How to access great information to inspire your clients and establish authority as a leader in your sector. • How to plan ahead so you're not resorting to emergency marketing and drastic discounting. Plus, participants met and got feedback from their wellbeing colleagues and rediscovered the joy and passion for their business so they are inspired and motivated to thrive, not just survive. Register your interest in attending our next course: http://www.yogareach.com.au/online-marketing-course.html#.UVpPsRk8_oh Get in touch if you'd like us to come to your town or city to present this course: http://www.yogareach.com.au/contact Now the real work begins.... (I can't promise it'll be easy but I can promise it'll be worth it.)

1. Online
Marke+ng
Intensive
For
yoga
and
wellbeing
businesses

2. Barriers
to
learning
1. “I
know
this
already”
2. “This
isn’t
relevant
to
me”
3. “I’ll
never
get
this”

3. $1
billion
per
year
Sales
in
Australian
natural
(complementary)
healthcare
industry

4. In
2006,
6%
were
online
By
2020,
In
2010,
23%
68%
were
online
will
be
online

5. Centralised
power
limited
mobility

6. To
own
your
own
factory
nowadays,
you
need:
–
a
computer
–
internet
connec+on
–
a
bright
idea
–
energy
and
passion
~
Key
Person
of
Influence,
Daniel
Priestley

7. Content
NewsleWers
Blog
posts
Comments
on
social
media
Ar+cles
E-­‐Books
E-­‐programs
&
E-­‐course
White
Papers
Videos

8. Distribu+on
Email
marke+ng
TwiWer
Ar+cle
directories
Facebook
&
other
social
media
Book-­‐marking
sites
Discussion/forum/
community
sites
RSS
feeds

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
declara+on
(more
on
that
later….)

10. Content
MUST
be:
Useful
Relevant
Valuable
(to
your
ideal
clients)

11. Today’s
marketers
are
storytellers

12. Why
content
marke+ng?
Reach

13. Why
content
marke+ng?
Authority
o More
loyal
clients
o More
media
opportuni+es
o More
business
opportuni+es
o More
joint
venture
offers

14. Why
content
marke+ng?
Tribes
Discount
and
I
will
love
you
right
now.
Inspire
me
with
insights,
ideas
and
personal
service
and
It
costs
I
will
love
you
5
or
6
+mes
more
forever.
to
acquire
new
clients
than
retain
old
clients
(Beyond
Customer
Service,
Crisp)

15. Why
content
marke+ng?
Expecta+on
Google’s
Zero
Moment
of
Truth
Report
showed
the
average
shopper
used
10.4
sources
of
informa+on
to
make
a
decision
in
2011,
up
from
5.3
sources
in
2010
It
had
doubled
in
a
year.

16. No-­‐one
has
the
unique
blend
of
talents,
altude,
experience
and
perspec+ve
as
GORGEOUS
OLD
YOU

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
ques+on
(eg:
“Have
you
heard
about
it?”)

18. People
do
not
buy
what
you
do
they
buy
why
you
do
it.
~
Simon
Sinek,
ethnographer

20. 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
consulta+ons
booked,
5
days
per
week.
o Eg:
Fill
all
15
spaces
at
my
luscious
retreat
in
Bhutan
in
September.

21. Blogging
Ar+cles
NewsleWers
o Solici+ng
o Not
necessarily
o Solici+ng
feedback
feedback
solici+ng
feedback
o Commen+ng
o No
commen+ng
o No
commen+ng
o Integrated
with
o Integrated
with
o Somewhat
integrated
social
media
social
media
with
social
media
o Can
be
in
depth
o Tends
to
be
in
o In
depth
or
sales-­‐y
or
casual
depth
o 250
words
+
o 500
words
+
o Varied
lengths
o Read
in
an
email
program

22. Why
blog?
o AWract
new
leads
o Converts
prospects
into
clients
o Increase
understanding
of
your
goods/services
o Strengthen
rela+onships
with
exis+ng
clients
o Drive
people
to
opt-­‐in
to
your
email
list
o Rank
beWer
on
Google
for
your
niche/specialty
o Become
an
industry
leader
o Get
more
speaking
engagements
o Differen+ate
your
business
o AWract
press.

23. Recommended
blogging
tools

24. Blogging
essen+als
²
Start!
²
Blog
at
least
once
a
week
²
BeWer
to
be
slow
and
steady
than
burn-­‐out
²
Write
in
batches
and
prepare
a
stockpile
of
evergreen
content
² Use
ques+ons
to
provoke
responses
² Prepare
for
events
and
courses
with
a
series
of
posts
²
Promote,
promote,
promote
²
Ask
people
to
share.

25. Exercise:
Return
to
your
sales
goals.
Pick
one.
o Write
5
topics
related
to
your
sales
goal
(educa+onal
or
instruc+onal).
o Write
5
topics
related
to
overcoming
barriers
to
purchase
(avoid
the
obvious
–
+me,
convenience
and
money
–
unless
these
are
significant).

26. WARNING!
Sample
schedule
Don’t
freak
out.
o Blog
once
a
week
o Promote
your
blog
posts
in
the
following
24
hours
on
Facebook
(x
2),
TwiWer
(x
6),
Google+
(x3),
Instagram
(x1),
Pinterest
(x1),
LinkedIn
(x3).
Some
of
these
can
be
scheduled
through
Hootsuite.com
o Facebook
&
TwiWer
1-­‐2
+mes
a
day,
5
days
a
week
o Email
newsleWer
once
a
month
+med
to
promote
one
in-­‐depth
ar+cle
published
on
your
website

28. 11,131,000
Aus
users

30. Every
month,
more
than
250
million
people
engage
with
Facebook
on
external
websites

31. Op>mise
your
Facebook
page
design
Cover
image:
851px
by
315px
App
thumbnail
images:
Profile
image:
180px
by
180px
111
by
74px.

32. Decide
on
your
strategy
Jan–Mar:
increase
fans
Apr–Jul:
migrate
people
onto
email
database
Aug–Nov:
2nd
biggest
web
traffic
referrer
website
referrer

33. Write
a
schedule
of
content
(see
page
11
on
your
Content
Strategy
and
Schedule)
Monday
Tuesday
Wednesday
Thursday
Friday
Monday
Repost
an
Link
to
blog
Post
an
ar+cle
Entertaining
theme
(such
image
post
with
on
yoga
content,
such
as
‘Sankalpa:
comment
and
as
video
set
your
week
image
from
up
right’)
post
Post
an
ar+cle
Post
an
ar+cle
Repost
an
Repost
an
Ask
a
ques+on
on
yoga
on
yoga
image
image

34. Include
a
simple
‘call
to
ac>on’

35. Think
about
the
response
you
want
before
you
ask
(&
make
it
easy
for
people!)
-­‐
Ques+on
of
the
day/poll
of
the
day
(one-­‐word
answers)
-­‐
hot
+p/quick
+p
-­‐
did
you
know?
-­‐
guess
the
cap+on
-­‐
fill
in
the
blank

36. Tease
people
to
en>ce
them
to
click

37. Know
what
your
audience
finds
fun

38. 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

39. Be
original
with
your
promo>ons
a) Try
something
different
b) Get
fans
involved
in
crea+ng
content
for
your
promo+on
c) Keep
the
ask
on
par
with
the
prize

40. Exercise:
Look
at
your
ideal
client
–
their
problems,
worries,
or
frustra+ons.
• List
10
problems,
worries,
issues
or
frustra+ons
they
have.
• Match
each
of
these
10
with
how
your
product/service
directly
or
indirectly
solves
these.

42. Claim
your
@Hashtag
and
brand
your
channel

43. Follow
with
reckless
abandon

44. Talk
and
respond
to
people

45. Cull
and
create
lists

46. Automate
and
schedule
your
content
tweets

47. Retweet
and
share
others’
tweets
(When
they
are:
useful,
relevant
and
valuable
to
your
audience)

48. Hash
it
up
(but
not
too
much)

49. Exercise:
Return
to
your
story
topics.
o Write
concise
headlines.
o “How
to”
o Be
funny
or
outrageous
o Ques+on
a
common
assump+on
o “What
______
taught
me
about
______”
o Lists
“5
ways
to
get
to
sleep
–
fast!”
o Ask
a
ques+on
your
audience
is
likely
to
reply
‘yes’
or
‘don’t
know’
to.
o Be
topical;
relate
your
topic
to
current
affairs

51. Show
people
what
you
do

52. Launch
a
promo+on

53. Educate

54. Demonstrate
exper+se

55. Entertain
(&
relate)

56. Piggy-­‐back

57. Tell
a
story

58. Illustrate
a
story

61. 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
op+misa+on
helps
you
achieve
high
page
rankings.

62. 1st:
Research
is
inescapable

63. 2nd:
You
need
to
know
what
you’ve
got

64. 3rd:
If
you
have
a
physical
premises,
add
a
Google
Maps
lis+ng
(called
‘Google
Places
for
Business’)

66. Remember,
you
are
en+cing
people
to
click

67. Navigate
or
detonate
1. First
impressions
count
a) Professional
design
b) Not
too
crowded
2. Less
is
more
with
your
menu,
so
priori+se!
3. Think
about
what
ac+ons
you
want
people
to
take,
and
work
backwards
4. Different
people
navigate
differently

68. 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)?

69. The
essen+als
of
a
good
Google
ranking
1. Search
engine
research
to
determine
target
phrases
2. Meta
informa+on
wriWen
in
line
with
research
(page
+tles,
page
descrip+ons
and
alt
tags
for
images)
3. Easy
to
navigate
4. Regularly
updated
with
quality,
relevant
content
5. En+cing
and
engaging
headings,
short
paragraphs
6. Links
from
other
websites
that
rank
well
for
target
search
phrases
7. Reliable
hos+ng
with
pages
loading
quickly

70. The
secret
of
gaining
a
good
Google
ranking?
Make
your
website
visitors
happy!
Google’s
job
is
to
give
people
the
info
they
seek
–
and
quickly.
A
low
bounce
rate
combined
with
a
high
‘+me
on
page’
tells
Google
that
your
site
has
sa+sfied
the
searcher’s
query.
Remember,
CONVERSION
is
more
important
that
VOLUME.

71. 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?

72. 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
+tle.
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
Gen+le,
The
Art
of
Earning

73. 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.

74. Love
Declarations

75. I
believe
…
“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.”

76. Or,
tell
me
what
you
no
longer
believe
(and
why
…)
“I
no
longer
believe
that
the
drop-­‐in
class
model
benefits
the
student.
Sporadic
prac+ce
will
not
give
you
the
results
you
deserve.
A
course
which
calls
for
commitment
to
regular
prac+ce,
with
a
solid
founda+on
that
progressively
builds
with
each
lesson,
will.”

77. I
want
you
to
have
…
What
do
you
want
people
to
understand,
experience
or
learn?
“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.”

78. So,
I’ve
created
…
“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
star+ng
to
feel
invisible
and
have
their
confidence
eroded.
We
will
hike,
eat,
do
yoga,
dance,
meet
the
locals
and
learn
Buddhist
medita+on,
while
reaffirming
ourselves,
witnessed
by
each
other
…
and
the
mountains.”

79. Right
now,
I
want
you
to
…
This
is
your
‘call
to
ac+on’.
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.”

80. With
all
my
love
…
Your
name,
here.
“Me.”

81. Love
Declara>on
Barometer
Before
you
send
anything,
first
ask:
“Would
I
send
this
to
a
friend?”

82. ommunica+on
is
not
what
you
sa
it’s
what
people
hear
You
must
priori+se
your
message
if
people
are
to
hear
you

83. 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
complexi+es
for
later).

87. Growing
your
database
1. Offer
a
smart
incen+ve
(free
gi{)
in
return
for
an
email
2. Ensure
you
E-­‐News
sign-­‐up
is
on
every
page
of
your
site
(some+mes
in
mul+ple
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
mul+ple
free
gi{s
7. Add
your
sign-­‐up
to
your
personal
email
footer
and
in
your
E-­‐News
itself.

88. Exercise
in
pairs:
email
incen+ve
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!

89. Exercise:
Email
newsleWer
topics
Jan
Feb
Don’t
forget:
Mar
Apr
1. Your
high-­‐value
items
May
2. Promo+ons
Jun
3. Your
holidays
Jul
4. Your
busy
periods
Aug
5. Your
quiet
periods
Sept
Oct
6. Other
events
Nov
Dec

90. Secret
email
supercharge:
Auto-­‐responders
“ Your
CD
has
been
gently
taken
from
our
CD
Baby
shelves
with
sterilized
contamina+on-­‐free
gloves
and
placed
onto
a
sa+n
pillow.
A
team
of
50
employees
inspected
your
CD
and
polished
it
to
make
sure
it
was
in
the
best
possible
condi+on
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
celebra+on
a{erwards
and
the
whole
party
marched
down
the
street
to
the
post
office
where
the
en+re
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
+me
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!!

91. Email
superpowers
1. Perfect
headings/subject
lines
2. Personalise
emails
‘Hello
Bunny!’
3. Target
beWer
by
segmen+ng
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
ac+on!
(‘book
now’,
‘call’,
‘read
more’,
‘click
here’)
6. Use
an
occasional
plain
text
email
for
love
declara+ons
7. Don’t
be
boring
8. Be
awesome

92. Exercise:
Look
at
your
ideal
client.
Why
wouldn’t
they
buy
from
you?
o Do
you
have
preconcep+ons
or
misconcep+ons
to
correct
or
overcome?
o Who
is
influencing
your
ideal
client
before
they
reach
you?
o Do
you
need
to
beWer
explain
the
‘how’
of
what
you
offer?
o Are
you
dis+nct
and
different
from
your
compe+tors?

93. How
will
you
stay
inspired
to
create
and
curate
Relevant
Useful
Valuable
informa+on
for
your
ideal
clients?

94. Content
cura+on:
RSS
Feeds

95. Content
cura+on:
Google
alerts

96. Content
cura+on:
Facebook

97. Content
cura+on:
TwiWer

98. Congratula>ons!
You
are
no
longer
just
a
small
business.
You
are
a
media
company.
(Take
a
long
lunch)

99. 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?

100. Think
MESSAGE
before
MEDIUM
Cater
your
KEY
MESSAGES
to
as
many
different
mediums
as
you
can.

101. Review
&
Analyse
Every
fortnight
Every
month
Every
3
months
Every
6
months
Every
year
If
it’s
not
scheduled,
it
doesn’t
happen

102. Batch
tasks

103. Ideas
are
worthless
without
Implementa+on

104. hWp://YogaReach.com.au
hWp://Facebook.com/YogaReach
hWp://TwiWer.com/YogaReach
hWp://YouTube.com/YogaReach