Online marketing for yoga & wellbeing professionals
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The document outlines strategies for online marketing tailored specifically for yoga and wellbeing businesses, highlighting the importance of personal branding, client relationships, and content distribution via various digital platforms. It emphasizes understanding customer motivations, improving website SEO, and effectively utilizing social media like Facebook for engagement. Additionally, it provides practical tips for email marketing and video content creation to enhance outreach and build a loyal client base.
Online marketing for yoga & wellbeing professionals
- 1. Online marketing intensive For yoga and wellbeing businesses Sydney, Australia, July 3, 2012 http://YogaReach.com.au http://Facebook.com/YogaReach http://Twitter.com/YogaReach http://Youtube.com/YogaReach
- 3. What’s your story? • You already have skills, talents and experiences that are valuable. • You need to create something exciting about yourself that people want to tell others about. It’s going to have to be UNIQUE to you. What core ideas am I known for? What could be my flagship idea? What do people keep asking me about? How do I help others? What benefits do I provide to others?
- 4. 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. • is willing to pay more than full price (see above). • shares similar values with you. • looks to you as an authority, expert, artist, visionary.
- 6. Content Distribution Newsletters Email marketing Blog posts RSS feeds Comments on social media Twitter Articles Article directories E-Books Facebook White Papers Book-marking sites Videos Other ‘share’ sites
- 7. eople do not buy what you do, hey buy why you do it. Simon Sinek, ethnographer
- 8. Google’s Zero Moment of Truth Report revealed that the average shopper used 10.4 sources of information to make a decision in 2011, up from 5.3 sources in 2010 -– it doubled in a year. Those 10.4 sources range from TV commercials and magazine articles, to recommendations from friends and family, to websites, ratings and blogs online.
- 9. Discount and I will love you right now. Inspire me with insights, ideas and personal service and I will love you forever.
- 10. Content curation: RSS Feeds
- 11. Content curation: Google alerts
- 14. 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)
- 15. Looks count Internet users take 1/20 th of a second to decide whether they like the look of a website
- 16. Google.com & Google.com.au power 87% of searches in Australia (Feb 2010). 1 billion for the first time in May 2011. Unique visitors to Google topped Half of all searches are abandoned after the first page of results and 80% are abandoned after the second page. Search engine optimisation helps you achieve high page rankings.
- 17. Tips to improve your website bounce rate 1. First impressions count: professional design 2. Ensure your on-page content is relevant to your meta information 3. Maintain top rankings for your business name 4. Ensure your navigation/menu is clear 5. The larger your site, the more important it becomes to have a a prominent search function on the site 6. Ensure your web pages load quickly – this has to do with several things - the structure of your site, whether your images are optimised, whether you have flash or other technology and how good your hosting is
- 19. The essentials of a good Google ranking 1. Search engine research in determine your target search phrases 2. Meta info filled out in line with search engine research 3. Links to your site from websites that rank well for your target search phrases 4. Regularly updated with quality content 5. Lower bounce rate 6. Relevant, enticing and engaging headings
- 20. 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. So a great website that people stick around and read tells Google you have satisfied the searcher’s query.
- 22. Every month, more than 250 million people engage with Facebook on external websites
- 23. March 2010 – Facebook’s overall web traffic surpassed Google for the first time. Google gets around 9.3% of all world wide web traffic, while Facebook gets just over 7%. 11,131,000 Aus users
- 24. 1. Optimise your Facebook page design Cover image: 851px by 315px App thumbnail images: Profile image: 180px by 180px 111 by 74px.
- 25. 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)*
- 26. 3. Write a schedule of content Remember, content curation and content creation. Images are the #1 thing most shared on Facebook.
- 27. 4. Include an easy ‘call to action’
- 28. 5. Think about the response you want before 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
- 29. 6. Tease people to entice them to click
- 30. 6. Know what your audience finds fun
- 31. 7. Ask for feedback on your business a) Shows you care about your fans b) Feedback can be invaluable and helps you test changes before you make them c) Creates excitement and curiosity about upcoming events and changes.
- 32. 7. Be a rebel 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
- 35. Why Joe works 1. It was created by BodyMindLife fans. 2. The competition entries were able to be used by BodyMindLife – in effect, their fans created their marketing materials. 3. The prize of a teacher training scholarship attracted people who were BodyMindLife’s target audience – people hugely enthusiastic about yoga who want to learn from BodyMindLife. 4. The effort required is perceived by entrants as less than the value of the prize. 5. The entries and momentum of the competition attracted other people to BodyMindLife through Facebook, Twitter, email newsletters, etc. 6. AND, Joe is funny, cute and relatable (“shut up hippie!”)
- 37. Top 10 Video Marketing Tips 1. Make it USEFUL and RELEVANT to your audience. 2. ‘Garbage in, garbage out’ – avoid ambient sound and light your film. 3. Keep it short, get to the point in under 5 mins or, (better!) under 2 mins. 4. Edit in a clear beginning, middle and end (save surprise for the end). ‘Chunk’ or chapter delineate anything longer than 2 mins. 5. Avoid still images and cheesy music loops. Keep text graphics to a minimum. 6. Humour is valuable, but not essential. 7. Videos designed to encourage people to make a large purchase need to be credible and compelling. 8. Share your videos with bloggers and websites.
- 38. Email marketing – growing your database 1. Offer a smart incentive in return for an email sign-up 2. Make it mandatory for clients signing up online 3. Put your E-news sign-up on every page (top right) 4. Consider a pop-up window with your sign-up incentive 5. On your Facebook page 6. Manually collect – where people sit 7. In your email footer 8. In your E-News itself 9. At check-out 10.Networking events 11.Turn your incentive into an ad
- 39. Secret email supercharge: Auto-responders “ Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow. A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition 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 celebration afterwards and the whole party marched down the street to the post office where the entire 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 time 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!!
- 40. Essential email elements 1. Subject line, subject line, subject line 2. Personalise your emails (‘Hello Bunny!’) 3. Use images (and use ‘image alt tags’) 4. Host your content on your website and link each newsletter item 5. Don’t forget your calls to action: ‘book now’, ‘call’, ‘read more’, ‘click here’ 6. An occasional plain text email has great power 7. Don’t forget the essentials: * your full business address * your phone number * your email address * a ‘view in browser’ option * a call to action (or three!) * an unsubscribe link * an ‘update your preferences’ link.
- 43. Why do you think people share? • They like to be helpful to their friends/family • They hope to give something of practical value today in the hope that you’ll return the favour tomorrow • They have an incentive to do so, such as a prize • They like to go ‘in the loop’ or ‘in the know’ to make them important. You can’t show off information without giving it away.
- 44. The importance of sharing (and caring) “I can do things you cannot, you can do things I cannot; together we can do great things.” Mother Teresa
- 45. @PopeBenedictXIV on Twitter 14,451 followers, 12 Tweets
- 46. 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?
- 47. Don’t get stuck on ONE MEDIUM Cater your KEY MESSAGES to as many different mediums as you can.
- 48. Don’t opinion-surf Don’t ask all and sundry for their opinion. Seek opinions of those who you respect.
- 49. Ideas without Implementation are worthless
- 50. Register for our next course: www.yogareach.com.au/online-marketing-course