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. More: http://yogareach.com.au/online-marketing-course

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)

17. 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?”)

20. 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.

21. 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

22. 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.

23. Recommended
blogging
tools

24. 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.
•
•
•
•
•

25. 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).

26. 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
Hootsuite.com
• Send
your
email
newsleUer
(with
links
to
all
blog
posts)
at
least
once
per
month.

28. 9
million
Australians
on
Facebook
daily
(almost
40%
of
us)
12
million
Australian
monthly
ac+ve
users
Aug
2013

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

31. 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.

32. Include
a
simple
‘call
to
ac+on’

33. 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

34. Tease
people
to
en+ce
them
to
click

35. Know
what
your
audience
finds
fun

36. 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

37. 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

38. 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.

40. Claim
your
@Hashtag
and
brand
your
channel

41. Follow
with
reckless
abandon

42. Talk
and
respond
Cull
&
create
lists

43. Automate
and
schedule
your
content
tweets

44. Retweet
others’
tweets
(When
they’re:
useful,
relevant
and
valuable
to
your
audience)

45. Hash
it
up
(but
don’t
go
overboard)
#yoga
#yogalove
#yogadork
#inversionarmy
#thesweatlife
#yogachallenge
#yogainspira+on
#fit
#fitness
#fiwam

46. 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

48. Show
people
what
you
do

49. Launch
a
promo+on

50. Educate

51. Demonstrate
or
instruct

52. Entertain
(and
relate)

53. Piggyback

54. Tell
a
story

55. Illustrate
a
story

58. Google.com
&
Google.com.au
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.

59. Start
with
researching
your
phrases
to
op+mise
(And
get
yourself
a
Gmail
address
if
you
haven’t
already)

60. Then
you’ll
need
a
tool
to
measure
your
site
visits

61. If
you
have
a
physical
premises,
add
a
Google
Maps
lis+ng

62. 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)

63. Be
strategic,
focused
and
regular
with
your
blogging

64. 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.

65. 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?

66. 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.

67. 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.

68. 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?

69. “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

70. 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.

71. Love Declarations

72. 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.”

73. 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.”

74. 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.”

75. 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.”

76. 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.”

77. With
all
my
love
…
“Me”

78. Love
declara+on
barometer
Write
1-­‐to-­‐1.
Before
you
‘send’
or
‘publish’
anything,
first
ask:
“would
I
send
this
to
a
friend?”

79. Communica+on
is
not
what
you
say
It’s
what
people
hear

80. 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).

85. 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.

86. 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!

87. 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)

88. 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!!”

89. 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

90. 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?

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

92. Content
cura+on:
Google
alerts

93. Content
cura+on:
Facebook

94. Content
cura+on:
TwiUer

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

96. 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?

97. Don’t
get
stuck
on
one
channel
Cater
your
key
messages
and
stories
to
different
mediums

98. Batch
tasks
(especially
separate
mundane
from
crea+ve)

99.
Review
&
Analyse
Every
fortnight
~
Every
month
Every
3
months
~
Every
6
months
Every
year
If
it’s
not
scheduled,
it
doesn’t
happen

100. Start

101. Keep
going

102. YogaReach.com.au
Facebook.com/YogaReach
TwiUer.com/YogaReach
YouTube.com/YogaReach