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Yoga Reach Online Marketing Intensive


One-day online marketing intensive on all things digital, from Facebook and Twitter, to the use of images in Facebook, Pinterest and Instagram. We also looked at blogging, email marketing, headline …

One-day online marketing intensive on all things digital, from Facebook and Twitter, to the use of images in Facebook, Pinterest and Instagram. We also looked at blogging, email marketing, headline writing, our unique value and point of difference and our stories, as they relate to our ideal clients.


Published in Education , Technology , Business
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  • 1. Online  Marke+ng  Intensive  Course   For  Wellbeing  Professionals   Perth,  Oct  23    
  • 2. Barriers  to  learning   •  “I  know  this  already”   •  “This  isn’t  relevant  to  me”   •  “I’ll  never  get  this”  
  • 3. $1  billion  per  year   Sales  in  the  Australian  natural   (complementary)  healthcare  industry  
  • 4. In  2006,   6%     were  online   In  2020,   68%     Will  be  online   In  2010,     23%     Were  online  
  • 5. Centralised  power   Limited  mobility  
  • 6. To  own  your  own   factory  nowadays,  all   you  need  is:     •  A  computer   •  Internet   connec+on   •  An  ABN   •  Website   •  A  bright  idea   •  Passion  &   persistence    
  • 7. Content   NewsleUers   Blog  posts   Ar+cles   Comments  on  social  media     Comments  on  blogs  and  forums   E-­‐Books   E-­‐programs  &  E-­‐course     White  Papers   Videos  
  • 8. Distribu+on   Emails   Social  media   Ar+cle  directories   Book-­‐marking  sites     Discussion/forum/   community  sites     RSS  feeds  
  • 9. Content  can:   •  •  •  •  •  •  •  •  •  Relate  to  your  personal  or  business  story   Your  personal  or  business  big  picture  (your  ‘why’)   Be  topical  (if  you’re  quick!)   Directly  and  overtly  relate  to  what  you’re  selling   Be  a  case  study  or  personal  client  story     Be  a  series  leading  up  to  an  event   Be  entertaining   Be  irreverent   Be  a  love  declara+on  (more  on  that  later....)  
  • 10. Content  MUST  be:     Useful       Relevant       Valuable     (to  your  ideal  clients)  
  • 11. Exercise:  Turn  to  your  neighbour   and  introduce  yourself   o “I’m  name.”   o “I  help  specific  person  (your  ideal  client)   to  achieve  specific  benefit/outcome”   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.”   o Engage  with  ques+on  (eg:  “Have  you   heard  about  it?”)  
  • 12. Exercise:  by  yourself   Take  a  few  moments  to  jot  down  some  specific   sales  goals  for  your  business     o  Eg:  Average  30  students  per  class.   o  Eg:  Average  6  consulta+ons,  5  days  per   o  week.   o  Eg:  Fill  all  15  spaces  at  my  luscious  retreat  in   Bhutan  in  September  next  year  by  August  31.  
  • 13. Blogging   Ar+cles   o  Commen+ng   facility   o  Solicit   feedback   •  No  facility  for   o  No  facility  for   commen+ng   commen+ng   •  Not  necessarily   o  Solicit  feedback   solici+ng  feedback   by  emailing  back   •  Integrated  with   o  Integrated   social  media   with  social   media   •  Tend  to  be  in   o  Can  be  in   depth   depth  or  brief   o  250+  words   •  800+  words   NewsleUers   o  Somewhat  social   media   integrated     o  Can  be  in  depth,   brief  or  salesy   o  Varied  length   o  Read  in  an  email   program  
  • 14. Why  blog?   •  •  •  •  •  •  •  •  •  •  AUract  new  leads   Convert  prospects  into  clients   Increase  understanding  of  your  goods/services     Strengthen  rela+onships  with  exis+ng  clients     Drive  people  to  opt-­‐in  to  your  email  list   Rank  beUer  on  Google  for  your  niche/specialty     Differen+ate  yourself   AUract  more  business  opportuni+es   Become  an  industry  leader   AUract  press.  
  • 15. Recommended  blogging  tools  
  • 16. Blogging  essen+als   Start!   Blog  around  once  a  week  –  blog  consistently   Write  in  batches     Prepare  a  stockpile  of  evergreen  content   Prepare  in  advance  for  new  offerings  or  events   with  a  series  of  posts   •  Use  ques+ons  to  provoke  responses   •  Promote,  promote,  promote     •  Ask  people  to  share.   •  •  •  •  • 
  • 17. Exercise:  Return  to  your  sales  goals.   Pick  one.   •  Come  up  with  5  topics  related  to  your  sales   goal  (educa+onal  or  instruc+onal).   •  Come  up  with  5  topics  related  to  overcoming   barriers  to  purchase  (avoid  the  obvious  –   +me,  convenience  and  money  –  unless  these   are  significant).  
  • 18. Sample  schedule   •  Blog  once  a  week   •  Promote  your  blog  posts  in  the  following     24  hours  on:   •  Facebook  (x  2),  TwiUer  (x  6).  You  may  also  do   so  on  Google+  (x3),  Instagram  (x1),  Pinterest   (x1),  LinkedIn  (x3).  Some  of  these  can  be   scheduled  through   •  Send  your  email  newsleUer  (with  links  to  all   blog  posts)  at  least  once  per  month.    
  • 19. 9  million  Australians  on  Facebook   daily    (almost  40%  of  us)   12  million  Australian  monthly     ac+ve  users     Aug  2013  
  • 20. Decide  on  your  strategy   •  Jan–Mar:  increase   fans   •  Apr–Jul:    migrate  people    onto  email    database     •  Aug–Nov:    2nd  biggest  web    traffic  referrer      
  • 21. Plan  &  schedule  content   Monday   Tuesday   Wednesday   Thursday   Friday   Promote   week’s  events   Wise  quote   Post  an  image   Exercise  ar+cle   Funny  Fridays   Post  an  image   Nutri+on   ar+cle   My  blog     Post  an  image   Post  an  image   ü Don’t  forget,  you’ve  got  regular  blog  posts  needing   promo+ng   ü You  can  go  ‘scraping’  images  off  social  media  and   save  these  to  your  computer  to  save  +me.   ü You  can  use  a  social  media  scheduling  service  such   as  Buffer  or  Hootsuite  to  save  interes+ng  content   and  then  promote  it  at  op+mal  +mes.  
  • 22. Include  a  simple  ‘call  to  ac+on’  
  • 23. Think  about  the  response  you   want  first  (and  make  it  easy)     •  Ques+on  of  the  day/poll  of  the  day  (one-­‐word   answers)     •  Hot  +p/quick  +p   •  Did  you  know?   •  Write  a  cap+on  for  an  image   •  Fill  in  the  blank  
  • 24. Tease  people  to  en+ce  them     to  click  
  • 25. Know  what  your  audience     finds  fun  
  • 26. Ask  for  feedback  on     your  business   1. It  shows  you  care   2. It’s  invaluable  to  test  changes  before  you  make   them   3. Creates  excitement  and  curiosity   4. It  creates  ‘buy-­‐in’;  people  feel  part  of  your   business  
  • 27. Run  crea+ve  promo+ons   •  Get  fans  involved  in   crea+ng  content  for   your  promo+on   •  Think  visual   •  Think  about  what  you’d   like  to  find  out   •  Keep  the  ask  on  par   with  the  prize    
  • 28. Exercise:  (alone)     Look  at  your  ideal  client   o  List  10  of  your  ideal  client’s  problems,  worries,   or  frustra+ons.   o  Match  each  of  these  10  with  how  your   product/service  directly  or  indirectly  solves   these.  
  • 29. Claim  your  @Hashtag  and   brand  your  channel  
  • 30. Follow  with  reckless   abandon  
  • 31. Talk  and  respond     Cull  &  create  lists  
  • 32. Automate  and  schedule   your  content  tweets  
  • 33. Retweet  others’  tweets   (When  they’re:   useful,     relevant   and  valuable   to  your  audience)  
  • 34. Hash  it  up   (but  don’t  go  overboard)   #yoga   #yogalove    #yogadork   #inversionarmy   #thesweatlife     #yogachallenge    #yogainspira+on   #fit    #fitness    #fiwam  
  • 35. Exercise:  Story  topics  headlines   o “How  to”   o Be  funny  or  outrageous   o Ques+on  a  common  assump+on   o “What  ______  taught  me  about  ______”   o Lists!  (eg:  “5  ways  to  get  to  sleep  –  fast!”)   o Ask  a  ques+on  your  audience  is  likely  to  reply  ‘yes’   or  ‘I  don’t  know’  to.   o Be  topical;  relate  your  topic  to  current  affairs  
  • 36. Show  people  what  you  do  
  • 37. Launch  a  promo+on  
  • 38. Educate  
  • 39. Demonstrate  or  instruct  
  • 40. Entertain  (and  relate)  
  • 41. Piggyback    
  • 42. Tell  a  story  
  • 43. Illustrate  a  story  
  • 44.  &  power   93.55%  of  searches  in  Australia  (Hitwise,  Sept  2012).   Half  of  all  searches  are  abandoned  ayer  the  first   page  of  results  and  80%  are  abandoned  ayer  the   second  page.  
  • 45. Start  with  researching   your  phrases  to  op+mise   (And  get  yourself  a  Gmail  address  if  you  haven’t  already)  
  • 46. Then  you’ll  need  a  tool     to  measure  your  site  visits  
  • 47. If  you  have  a  physical  premises,   add  a  Google  Maps  lis+ng  
  • 48. It’s  people  (not  bots)     you  need  to  en+ce  to  click   Meta  page  +tle:   70  characters     (including  spaces)   Meta  page  descrip+on:   155  characters     (including  spaces)  
  • 49. Be  strategic,  focused  and  regular   with  your  blogging  
  • 50. KISS  naviga+on   1.  Think  about  what  ac+ons  you  want  people  to   take,  and  work  backwards   2.  Different  people  navigate  differently   3.  First  impressions  count!    a)    Professional  design      b)    Not  too  crowded   4.  A  clear  menu  is  a  short  menu;  priori+se!   5.  Remember  you  have  more  than  just  your  main   menu  for  people  to  move  through  your  site.  
  • 51. Exercise  (by  yourself)   •  What  are  your  2  most  popular  web  pages?   •  What  are  the  2  most  important  pages  that  you   want  web  visitors  to  see?   •  Do  you  have  at  least  2  ways  for  people  to  get   to  those  2  most  important  pages  from  your   homepage?  
  • 52. The  essen+als  of  a     good  Google  ranking   1.  Search  engine  research  to  determine  target   phrases   2.  Meta  informa+on  wriUen  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.  
  • 53. 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  high  ‘+me  on  page’  tells   Google  that  your  site  has   sa+sfied  the  searcher’s  query.   •  Remember,  conversion  is  more   important  than  volume.  
  • 54. 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?    
  • 55. “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    
  • 56. Why  business  is  about  love   Businesses:   ² Solve  problems   ² Help  people  lead   ² happier,  healthier   ² lives   ² Are  compassionate   ² Listen  to  clients  to   ² try  to  understand   how  they  feel.  
  • 57. Love Declarations
  • 58. I  believe  …   “I  believe  that  when  wellbeing   professionals  can  thrive  in  business,   everyone  benefits.”     “I  believe  self-­‐love  is  the  most  self-­‐   less  thing  you  can  do.”  
  • 59. 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  give  you  no+ceable  results  and   firm  progress.”  
  • 60. I  want  you  to  have  …   What  do  you  want  people  to   understand,  experience  or  learn?       “I  want  you  to  magnify  your  impact,  thrive  in   business,  and  elevate  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.”  
  • 61. So,  I’ve  created  …   “So,  I’ve  created  this  online  marke+ng  intensive  to   encourage  you  to  think  big,  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.”  
  • 62. Right  now,  I  want  you  to  …   (This  is  your  ‘call  to  ac+on’.     Eg:  Register,  Click,  Buy,  Pay  now,  Book,  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.”  
  • 63. With  all  my  love  …   “Me”  
  • 64. Love  declara+on  barometer   Write  1-­‐to-­‐1.   Before  you   ‘send’  or   ‘publish’   anything,  first   ask:     “would  I  send   this  to  a  friend?”  
  • 65. Communica+on  is  not  what  you  say   It’s  what  people  hear  
  • 66. Exercise:  priori+sing  your  message     What  is  your  most  important  message?     What’s  your  2nd  and  3rd  most  important   messages?     o  These  should  express  your  specific,  unique  value   AND  resonate  with  your  ideal  client.   o  These  should  be  succinct  and  easy  to  understand   (complexi+es  come  later).  
  • 67. Growing  your  database   1.  Offer  a  smart  incen+ve  (free  giy)  in  return  for  an  email   address   2.  Ensure  you  E-­‐News  sign-­‐up  is  on  every  page  of  your  site   (and  consider  having  it  in  mul+ple  places)   3.  Promote  your  free  giy  on  your  Facebook  page     4.  Guest  blog  all  about  your  free  giy  or  include  a  link  to   your  free  giy  (sign-­‐up  page)  in  your  bio   5.  Turn  your  free  giy  into  an  ad  (linking  to  your  sign-­‐up   page)   6.  Add  to  your  free  giy  goodie  bag  over  +me  (to  appeal  to   different  ideal  clients)   7.  Add  your  free  giy  incen+ve  and  link  to  your  sign-­‐up  to   your  personal  email  footer  and  in  your  E-­‐News  itself.  
  • 68. Exercise  (in  pairs):  your  email   incen+ve   Introduce  your  ideal  client  to  your  partner.  You   may  like  to  also  introduce  your  number  1   priority  product/service.     •  Consider:  what  informa0on-­‐based  giy  would   be  useful,  relevant  and  make  life  easier  for   them  that  you  could  give  away  in  exchange  for   an  email  address?   •  Be  specific!  
  • 69. Exercise:  Email  newsleUer   topics     Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   …etc…      Write  down:     1. When  you  plan  to   have  a  holiday  break   2. Your  busy  periods   3. Your  quiet  periods   4. Events   5. Your  high-­‐value  items   +ming  (if  relevant)  
  • 70. Secret  email  superpowers:     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  ayerwards  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!!”      
  • 71. Email  superpowers   1.  Intriguing/compelling/curious/thought  provoking/ topical  subject  line     2.  Personalise!  ‘Hello  Bunny’  and  write  your  E-­‐News  to   one  person  only   3.  Target  beUer  by  segmen+ng  your  list     4.  Host  most  of  your  email  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.  Don’t  be  boring    
  • 72. Exercise:  look  at  your  ideal  client   Why  wouldn’t  they  buy  from  you?   o  Is  your  modality  well  understood  by  your   average  Jo(sephine)?   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  Are  you  focusing  on  benefits?  Can  you  qualify   or  quan+fy  them?     o  Are  you  dis+nct  and  different  from  your   compe+tors?  
  • 73. How  will  you  stay  inspired     To  create  and  curate     Relevant     Useful     Valuable     informa+on  for  your  ideal  clients?      
  • 74. Content  cura+on:  Google  alerts  
  • 75. Content  cura+on:  Facebook  
  • 76. Content  cura+on:  TwiUer  
  • 77. Congratula+ons!     You  are  no  longer  just     a  small  business.     You  are  a  media  company.     (Take  a  long  lunch)    
  • 78. Message  before  the  medium   (Transla+on:  don’t  get  hung-­‐up  on   technology)     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?  
  • 79. Don’t  get  stuck  on  one  channel   Cater  your  key  messages  and   stories  to  different  mediums  
  • 80. Batch  tasks  (especially  separate   mundane  from  crea+ve)  
  • 81.     Review  &  Analyse     Every  fortnight    ~    Every  month     Every  3  months    ~    Every  6  months     Every  year               If  it’s  not  scheduled,  it  doesn’t  happen      
  • 82. Start  
  • 83. Keep  going  
  • 84.