Basic Marketing for Yoga Teachers - Training
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Basic Marketing for Yoga Teachers - Training
- 2. • 14 years of digital marketing experience + 20 years of yoga teaching • We believe in the power of yoga. • The industry is maturing fast. • Competition is growing. • There are a lot of opportunities out there! • Hey, it’s FREE. WHY LISTEN?
- 3. 1. Current Market State 2. Search Behavior & Audiences 3. Creating a Niche Market 4. Creating a Personable Brand 5. Be Found AGENDA
- 4. 1. Current Market State
- 8. Searching for “yoga near me” is rising while “yoga videos” is stagnating
- 9. A community driven platform to empower yogis. 1. B – Know what you cannot offer aka clients to avoid - Strenghts - Weakness - Opportunities - Threats
- 10. A community driven platform to empower yogis. 1. B – Know what you cannot offer aka clients to avoid - Strenghts - Weakness - Opportunities - Threats
- 11. So why aren’t more people practicing yoga?
- 12. • Unsure if it's right for me • Do not know how to get started • I don't exercise • No place locally to go • It is too expensive • My body type is not right for yoga TOP REASONS PEOPLE DON’T DO YOGA
- 13. How do we bridge this DESIRE X ACTION gap?
- 14. 1. Current Market State 2. Search Behavior & Audiences
- 15. I. ACQUIRING CUSTOMERS 1. Who is not looking for you but can benefit 2. Who is looking for what you do 3. Who is looking for you and your brand
- 16. EDUCATION 1. Why is yoga good for X problems? 2. Why is it good for X type of people? 3. What are the real benefits? VALUE: there is huge credibility and loyalty building this strategy to acquire clients
- 17. DEMAND 1. Be at the right place, at the right time to be seen 2. Understand how are people searching for what you offer (online and offline) VALUE: is relatively easier to acquire these clients once you become easily ‘found’
- 18. BRANDING 1. It’s a long-term strategy, brands are built over time 2. Consistency in messages is the #1 factor for successful branding (online + offline interactions) VALUE: creating a long-lasting name in a local, niche or broader market
- 19. II. OPPORTUNITY SIZE YOGA BRAND EDUCATION DEMAND Ex. Back pain relief Ex. Yoga for back pain relief Ex. Tah yoga for back pain
- 20. A community driven platform to empower yogis. III. GETTING YOUR FIRST FEW CUSTOMERS A. Who are your desired clients? B. What can you do for them?
- 21. III. A - What’s important about your ideal client aka building a persona - Daily routine (work / family / play time) - Hobbies - Level of fitness - Level of income - Aspirations - Road blocks
- 22. III. B – Align your strengths with your products offerings - Think of your overall offering as a part of a product line - Your studio classes, outdoor classes, workshops and retreats must be coherent as a whole - Your audience can benefit from upselling and cross-selling from your offerings
- 23. 1. Current Market State 2. Search Behavior & Audiences 3. Creating a Niche Market
- 24. YOGA IS FOR EVERYBODY. BUT EVERYBODY CAN’T COME TO YOUR CLASS.
- 25. A community driven platform to empower yogis. 1. B – Know what you cannot offer aka clients to avoid - Strenghts - Weakness - Opportunities - Threats
- 26. EXAMPLE: YOGA FOR RUNNERS INTEREST DRIVER “Yoga is a stress reliever” “Yoga enhances performance” “Yoga is for athletes” “Yoga increases strenght” TARGETED CLASS > Meditation for runners > Kundalini & breathing techniques for runners > Yin Yoga & muscle relief for runners > Vinyasa flow and core strenght for runners
- 27. TARGET: SERIOUS RUNNERS Partnerships: • Marathons • 5K, 10K events • Running groups and meetups Online: • Tips for runners on Facebook • Yoga benefits catered to them on blog posts • Yoga poses for runners on Instagram & Pinterest • Ads specific to that audience (Ex. Color Run, LA 36k people on FB) Who you are, who your best students are and how to reach them becomes very clear
- 28. 1. Current Market State 2. Search Behavior & Audiences 3. Creating a Niche Market 4. Creating a Personable Brand
- 29. YOUR BRAND IS… YOU
- 30. YOUR BRANDING IS HOW YOU PRESENT YOURSELF ONLINE AND OFFLINE • How you spread your energy • How you exude self-confidence • How you sell your yoga benefits • How you talk about your yoga classes • How you listen to feedback from students • How you observe their needs • How you make yourself reachable
- 31. START BUILDING A BRAND THROUGH CLOSE CONNECTIONS • Consider potential students from acquaintances (1st and 2nd circle) • Talk to locally influencial people / networkers • Member get member – ‘bring a friend to class’
- 32. A community driven platform to empower yogis. Reaching clients through friends is more powerful then offering free classes - Strenghts - Weakness - Opportunities - Threats
- 33. CREATE COMMUNICATION CONSISTENCY Keep your schedule updated and easy to find. Keep a schedule as consistent as possible and notify all the changes. Send tips, emails, and create authentic communication. Show you care, ask people (especially beginners) how they are doing the next day.
- 34. CREATE FANS OF YOUR WORK, NOT DROP IN STUDENTS
- 35. 1. Current Market State 2. Search Behavior & Audiences 3. Creating a Niche Market 4. Creating a Personable Brand 5. Be Found
- 36. CREATING AN ONLINE PRESENCE This only means ONE thing: Be found when someone is looking for you or your services.
- 39. GENERATING LEADS Website Plugins (Hubspot, Mailchimp) Social media agreggators (Hootsuite) Simples ads (Linkedin, Facebok lead gen options) AKA BUILDING A MAILING LIST
- 40. HAVE THE RIGHT TECHNOLOGY Tecnology only works when it serves a clear purpose. Technology has to fit your needs, so don’t try to over do it. Know what works first, then look for automations.
- 41. GETTING STARTED Done is better than perfect. Every single time. Start simple. There are many simple tools out there. Create a 3 month planning that is reasonable.
- 42. RINSE AND REPEAT. Consistency is key. Measure your results.
- 43. 1. Current Market State 2. Search Behavior & Audiences 3. Creating a Niche Market 4. Creating a Personable Brand 5. Be Found
- 44. CREATE YOUR OWN PRIORITIES What doesn’t fit your vision, doesn’t fit anywhere. Say NO as often as needed. Define a set schedule in your routine, but don’t make it overwhelming. Plan ahead, but do one thing at the time.
- 45. SUMMARY Marketing is about selling your offerings in a smart way, understanding your client and how to engage in a mutual benefitial way. Marketing is about being found when needed and reaching out to the right people. Marketing is about positioning yourself clearly – what you do and what you don’t. Marketing uses social media to attain goals, but social media itself is not a goal.
- 47. A community driven platform to empower yogis.
- 48. • Find a yoga teacher based on class, time, location • Rate a yoga teacher • Save a spot in a class CURRENT DISCOVERY FUNCTIONALITIES
- 49. CONNECTING PEOPLE THROUGH YOGA, BUILDING LIFE CHANGING EXPERIENCES.
- 50. FiitZ.co
Editor's Notes
- Who we are intro – to build credibility. Yoga is democratic and it is the next generation of body and mind awareness. Athletes, business people, etc are noticing the power of yoga. Opportunities only exist for those who are willing to put the extra work.
- BUT 2 main reasons why videos are mainstrain: - It is easier for yoga teachers to create videos than to bring students to class. - Lots of video platforms for yoga have emerged.
- SOURCE: Ipsos Public Affairs
- Good old swat analysis – one of the oldest marketing concepts
- Are we communicating the way everyone can understand? Are we making it difficult for newbies and unsecure people to make the first step?
- How do we get people out of their couch, out of their phones and start connecting them with the benefits of yoga, mindfulness and mindbody connection. Know what motivates your target audience to speak to their desires.
- A great example is yoga for busines people (corporate yoga) focusing on stressed folks or yoga for back pain. You target people with back pain and build the value of your yoga work on top of it.
- A great example is yoga for busines people (corporate yoga).
- These questions are different than just asking yourself WHO ARE YOU? It’s all about the customers. We live in a customer-centric era. TIP: think of who do you know that can benefit from what you have to teach? Your mom and aunt? Young people are your office-job? Your neighboring moms? Patients at a hospital?
- A persona is not someone of your dreams, it is someone real, that you know already. Visualize who your teachings will cater to and who it will not.
- Creating a niche market will allow you to have more focus and concentrate your energy. Once you have defined your customers, look at your first and second circle of acquaintances. Who are your friends that can introduce you to them Use your neighbors connections (nextdoor or even post it!) Invite your barista to a free class, your hairdresser, your your mechanic, your landlord (if they fit your audience’s profile or know people that do). These are people that can recommend you to many others. Member get member = get a friend free day or pass, to engage newbies that are excited to share the joy.
- The reason you might feel the yoga space is crowded is because you are fighting for the same space in the studio. Find other spaces. Yoga is democratic and it does not need walls. Once you define yourself, people will understand you much better.
- Consistency is essencial. But if you change your mind lately, people will still be reminder. Ex. Isabella, the Yoga for crossfitters in Rio (she does a lot more then that, but that’s what she is known for, that’s her core business). Creating a niche for yourself makes story telling easier. Story telling is a powerful marketing technique because it is memorable. You often forget someone’s name, but you remember the story they told you.
- This is all online and offline. These are all active verbs, it requires you to be engaged.
- Once you have defined your customers, look at your first and second circle of acquaintances. Who are your friends that can introduce you to them Use your neighbors connections (nextdoor or even post it!) Invite your barista to a free class, your hairdresser, your your mechanic, your landlord (if they fit your audience’s profile or know people that do). These are people that can recommend you to many others. Member get member = get a friend free day or pass, to engage newbies that are excited to share the joy.
- Reaching clients through a friend is far more powerful then offering free classes! SOURCE: Ipsos Public Affairs
- This is not about being amazing in class. It is about communicating before and after class. This also a very important aspect of branding = communication. Most personal trainers follow up on students, it’s the ultimate personable moment. Create a little email schedule for your new students.
- Being online to facilitate students to find you is the bare minimum your business needs. This is not rocket science, but the world is moving faster each day and you need to be there. Having a central repository for all your social media, like a website is important. Being in all major networks is equally important. The more roads lead to you, bigger the traffic created.
- Google yourself and your services and determine if you are happy about what you find. Is it align with your brand and goals? Also: medium, slideshare, snapchat, quora – if your name is common, use a keyword “yoga” for example. Google Tah’s name.
- What do you need a Website for? That will determine your website’s focus, investment and plugins. Business card – just presentation Updates and events Share information, tips, blog posts Repository of awesome pictures
- Take pictures, document accomplishments, gather testimonials. Half the work is creating content.
- Make it a weekly goal to reach out to 5 people, then 10 people. Understand how many people do you need to reach out to, to have an extra paying yogi. That is called a Conversion Rate.