Gathering your tribe: Yogacoach Level 2


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Building your tribe is the cornerstone of modern marketing. In this presentation, Mark Breadner's Yogacoachers (level 2 trainees) looked at how to find their voice, define their ideal client and specifically determine their key benefits to this group. Then we examined how to use social media, particularly Facebook, to effectively market our businesses, and email marketing to tie it all together and move leads into committed 'tribal members' and, eventually, clients.

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Gathering your tribe: Yogacoach Level 2

  1. 1. Gathering your tribe Yogacoach Level 2
  2. 2. People do not buy what you dothey buy why you do it.~ Simon Sinek, ethnographer
  3. 3. What do you do?Why do you do what you do?How will people benefit from doing business with you? “What’s in it for me?”
  4. 4. If your business is built on relationships, make relationships your business. It costs 5 or 6 times more to acquire new clients than retain old clients (Beyond Customer Service, Crisp)
  5. 5. Discount and I will love you right now. Inspire me with insights, ideas and personal service and I will love you forever.
  6. 6. Content curation: RSS Feeds
  7. 7. Content curation: Google alerts
  8. 8. Content curation: Facebook
  9. 9. Content curation: Twitter
  10. 10. Your ideal client• is ready for what you have to offer.• makes a decision based on desire and not fear.• will benefit the most from what you’re offering.• values what you offer more than what it costs.• shares your business’s values.• looks to you as an authority, expert, artist, visionary.
  11. 11. Your communications planWhat deeper value are you really offering people?What issues do you see arising over and over again?What questions do you get asked by clients all thetime?How do you think or do differently?What are any major obstacles/objections that mustbe overcome for your people to purchase from you?
  12. 12. Every month, more than250 million peopleengage with Facebook on externalwebsites
  13. 13. 1. Optimise your Facebook page designCover image: 851px by 315px App thumbnail images:Profile image: 180px by 180px 111 by 74px.
  14. 14. 2. Decide on your strategy Jan–Mar: increase fans Apr–Jul: competition for email sign-ups Aug–Nov: FB to be my 2nd largest website referrer * Give days a theme (Monday manifesto, flexible Friday)*
  15. 15. 3. Write a schedule of content Monday Tuesday Wednesday Thursday FridayMonday Repost an Link to blog Post an article Entertainingtheme (such image post with on yoga content, suchas ‘Sankalpa: comment and as videoset your week image fromup right’) postPost an article Post an article Repost an Repost an Ask a questionon yoga on yoga image image Images are the #1 thing most shared on Facebook. Wednesdays are the days when people are most likely to share content (
  16. 16. 4. Include an easy ‘call to action’
  17. 17. 5. Think about the response you wantbefore you ask (& make it easy for people!) - Question of the day/poll of the day (one-word answers) - hot tip/quick tip - did you know? - guess the caption - fill in the blank
  18. 18. 6. Tease people to entice them to click
  19. 19. 7. Know what your audience finds fun
  20. 20. 8. Ask for feedback on your businessa) Shows you care about your fansb) Feedback can be invaluable and helps you test changes before you make themc) Creates excitement and curiosity about upcoming events and changes.
  21. 21. 9. Be original with your promotions a) Try something different b) Get fans involved in creating content for your promotion c) Keep the ask on par with the prize
  22. 22. Email marketing – growing your database1. Offer a smart incentive in return for an email sign-up2. Make it mandatory for clients signing up online3. Put your E-news sign-up on every page (top right)4. Consider a pop-up window with your sign-up incentive5. On your Facebook page6. Manually collect – where people sit7. In your email footer8. In your E-News itself9. At check-out10.Networking events11.Turn your incentive into an ad
  23. 23. Secret email supercharge: Auto-responders“ Your CD has been gently taken from our CD Baby shelves with sterilizedcontamination-free gloves and placed onto a satin pillow.A team of 50 employees inspected your CD and polished it to make sure it was inthe best possible condition before mailing.Our packing specialist from Japan lit a candle and a hush fell over the crowd as heput your CD into the best gold-lined box that money can buy.We all had a wonderful celebration afterwards and the whole party marcheddown the street to the post office where the entire town of Portland waved “BonVoyage!” to your package, on its way to you, in our private CD Baby jet on thisday, Friday, June 6th.I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture ison our wall as “Customer of the Year.” We’re all exhausted but can’t wait for youto come back to CDBABY.COM!!
  24. 24. Exercise: email incentiveIn groups of two, introduce your ideal client to your partner.Consider: what would be useful, relevant and make life easier forthem? (Be specific in order to attract your ideal clients).What could you give away in exchange for an email address?
  25. 25. Essential email elements1. Be interesting!2. Subject line, subject line, subject line3. Personalise your emails (‘Hello Bunny!’)4. Use images (and use ‘image alt tags’)5. Host your content on your website and link each newsletter item6. Don’t be shy about calls to action! (‘book now’, ‘call’, ‘read more’, ‘click here’)7. Use an occasional plain text email for a targeted call to action8. Your full business address and contact details9. An unsubscribe link10.An ‘update your preferences’ link.
  26. 26. Exercise: Email newsletter topicsJanFeb Don’t forget:MarApr 1.Your high-value itemsMay 2.PromotionsJun 3.Your holidaysJul 4.Your busy periodsAug 5.Your quiet periodsSeptOct 6.Other eventsNovDec
  27. 27. Message BEFORE medium Keep your target 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?
  28. 28. Don’t opinion-surf Don’t ask all and sundry for their opinion. Seek opinions of those who you respect.
  29. 29. Review & AnalyseEvery weekEvery monthEvery 3 monthsEvery 6 monthsEvery year
  30. 30. Ideas are worthlessImplementation is everything
  31. 31.