Category: Wellbeing Business

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Do you need to make videos to run a successful yoga business?

If you’ve been following our Art of Marketing Your Yoga Business series, you’ll know by now how to structure your website, whether you should be blogging as a yoga teacher, how to grow your yoga community with email marketing, and how to measure if your marketing is working.

There are just two posts left in this series and in this penultimate post we’ll be looking at video marketing. You’ve undoubtedly seen countless yoga videos online and, as a yoga teacher or studio owner, you’re probably wondering whether you need to jump on the video bandwagon in order to be successful.

Well, let’s try and answer that for you…

Video is on the up

According to Forbes, over half a billion people are watching video on Facebook every day, and internet video traffic will account for over 80% of all consumer internet traffic within the next four years.

By 2021, almost 17,000 hours of video content will cross the network every second. This means in just one second, more video will move across the internet than you could watch in almost two years of doing nothing else, including sleeping. This is absolutely staggering.

What about yoga videos?

Well, as you probably know, video content is huge in the yoga world. You only have to look at YouTube channels like Rachel Brathen aka Yoga Girl, who has nearly 50,000 subscribers, KinoYoga, who has nearly 500,000 subscribers, and Yoga With Adriene, who has 3.1 million subscribers, to know that yoga videos are big business.

From asana demos and instructional videos, to online courses and workshops, to yoga challenges and amusing blooper videos, in many ways yoga lends itself to video content because it’s so visual. Think of all those beautiful shapes you can make with your body, and all those beautiful backdrops you can set these against.

So, should you be making yoga videos?

Well, that really depends on you. Do you like being in front of the camera? Do you like being behind the camera? How do you feel about yoga videos in general?

If the thought of being filmed practising or teaching yoga fills you with horror, then don’t do it! When you watch any of these yoga videos online, do the teachers and practitioners look uncomfortable? No, generally not. Do they look confident and like they’re enjoying themselves? Yes, most of them do. And this is probably because they are!

The thing about video is, there’s nowhere to hide! If you feel awkward or uncomfortable, this will come across on camera. If you feel relaxed and confident, this will come across on camera.

Although video is on the rise, we would argue that you don’t need to be creating video content unless you want to. Don’t feel pressured into it. You can still stand out from the crowd and make an impact with what you offer, using other forms of online content, such as blogs, images, podcasts, email campaigns and social media updates.

What kind of yoga videos should you make?

If you do decide to go down the video route, that’s great! There are many different ways you can use video to promote what you offer. Here are just a few examples:

Educational videos
You could create an online video course for beginners or more experienced practitioners. This could be delivered via email or your website and could be free or paid. Perhaps each session could be centred around a particular yogic theme, or could build up into a complete asana sequence. You could also include elements of chanting, pranayama or philosophy as well as asana practice.

Yoga demos
You could create videos to demonstrate how to practise certain postures. Perhaps you could centre these around particular questions asked by your students or website visitors. Each video could break down the posture into its individual parts, including variations and use of props if relevant.

Event videos
If you run workshops or retreats, you could take some video footage at these (with the participants’ permission of course) and use them as promotional material for attracting more students to similar future events.

Video blog
A great way of publishing regular video content is to start a yoga video blog on your website. Your blog could contain purely video content, or you could mix it up with written posts, images and audio files too. The videos could feature a combination of physical demos, asana technique, philosophy or more spiritual aspects of yoga, depending on what your audience is interested in and where your specialisms lie. For more information on starting a video blog, read our article Planning your video blog. And for a great example of a yoga video blog, check out David Keil’s “Your Questions” series on yoganatomy.com.

Whichever type of video content you go for, we suggest you always put your audience first. You’ll notice that all the video types listed above are focussed on your students – these videos are educational and informative first and foremost. Of course, your videos can be fun and entertaining too, but try to avoid “showing off” just for the sake of it!

You’ll also need to do a bit of research to get yourself set up with the right equipment. You don’t need anything too fancy – a good smartphone will do – but there are some great add-ons you can buy quite cheaply that will transform your video-taking experience. Our article Planning your video blog goes into more detail about this.

Which video platform should you use?

Three of the most common platforms for publishing your videos are YouTube, Vimeo and Wistia. Which one you use depends on how much money you want to spend, how large your video files are likely to be and what your goals are for your video content.

We’ve created a handy comparison chart highlighting the main differences between YouTube, Vimeo and Wistia to help you decide. Simply click the button below to view the chart:

View the comparison chart

Whichever video platform you choose, we’d always recommend embedding your videos on your own website as well. First and foremost, you want more visitors to your website, so if you can keep all your video content on your site, people will stay there to watch it, rather than bouncing off to other sites.

Top tips for creating yoga videos

Before you start creating your yoga videos, check out our top tips to keep you on track:

  • Do your research – who is your audience? What kinds of video content do they want to see? Research and planning are crucial before launching into video creation.
  • Although lots of people make yoga videos and most of them make it look easy; it’s not! Be prepared to put in the work – preparation is key and you’ll likely need several takes of each video before you’re happy with it.
  • Try to feel relaxed and confident, otherwise this will come across on camera. Don’t worry, this will get easier the more you do it.
  • Don’t let not being able to do a pose “perfectly” put you off; we actually think we need more non-gymnasts making yoga videos!
  • Keep your videos informative and entertaining and try to avoid “showing off”!
  • Remember to embed your videos onto your own website.
  • Check out our Planning your video blog post for more help and advice.
  • Just like yoga: practise, practise, practise!

To shoot or not to shoot (yoga videos)

If you decide to go ahead and start making video content for your yoga business, we hope this article has helped point you in the right direction.

However, if you decide that yoga videos are not for you, that’s fine too. Remember that you don’t need to feel pressured to jump on the video bandwagon. Just like your yoga practice, it’s important to tune in to yourself and see what feels right for you. If that’s making videos, then go for it! If that’s doing something else, then go do something else!

How Wildheart can help

Our Blog Package contains everything you need to get started with your video blog. We’ll set up your new blog for you, help you organise your categories, agree a 3-month content schedule and even publish your first post. We’ll also give you all the tools you need to publish your video blogs yourself.

See how we’ve helped our clients

Read the next post in this series

In the final post of our Art of Marketing Your Yoga Business series, we go one step further from video blogging and ask, Do you need to create digital products for your yoga business?

Or go back to Blog series: The art of marketing your yoga business.


How do you know your yoga marketing is working?

Previously in the Art of Marketing Your Yoga Business series we’ve looked at how to structure your yoga website, whether you should be blogging as a yoga teacher and how to grow your yoga community with email marketing. In our last post we also introduced our trident approach for attracting more students to your yoga events.

These are all great ways to grow your yoga business, but there’s one important piece of the puzzle missing – measurement. You can build an awesome website with compelling landing pages and interesting blog posts, fire off engaging emails and post enticing social media updates, but if you don’t know how any of this is performing, then you’re merely shooting in the dark.

In fact, if you’re not measuring it, then it’s not marketing.

So, in this post we share some effective ways of tracking whether your yoga marketing is working. And if it isn’t, how you can improve it. Measuring your marketing can get pretty complicated, but don’t worry – this post gives you everything you need to get started making sense of the numbers!

Let’s dive in…

Making friends with Google Analytics

First up, you’re going to need Google Analytics (GA) on your site. If you don’t already have it installed, ask your web developer or designer (or us) to help you with this.

Google Analytics is incredibly useful for tracking all kinds of data on your website. Even learning the basics will help GA and your site to become the best of friends 🙂

Let’s take a quick overview to help you navigate the most important areas.

Home

When you login to your GA account you’ll be shown your dashboard, or homepage.

This gives you a handy overview of various analytics, such as number of visitors, most visited pages, where your users are in the world, what time of day they visit, and what devices they view your site on. Here’s what this looks like in the Wildheart Media GA account:

 How do you know your yoga marketing is working?

Audience

The audience tab gives you detailed information about the behaviour, demographics, interests and devices used by the people who visit your site.

If you’re just starting out with GA, we suggest just sticking to the Overview for now until you’re ready to dive a little deeper. The Audience Overview shows you how many people have visited your site over a certain period, whether they’re new or returning visitors, how long they stayed on your site, how many pages they visited and what the average bounce rate is.

What’s a bounce rate? A bounce is when someone visits your site and leaves again without visiting any other pages, i.e. they land and then ‘bounce’ off again. A high bounce rate isn’t good, as it indicates people didn’t find what they were looking for. Perhaps the information that led them there was misleading, or they simply made a mistake in landing on your site. So, the lower the bounce rate, the better. Ideally, you’re looking for a bounce rate of 50% or less. Why? Because you want people to visit more pages on your website. The more pages they visit, the better they will understand what you offer.

The Audience Overview is a quick and easy way to get an idea of the general health of your website, so we’d recommend checking it every month. If you only look at one report in GA, make it this one!

Here’s a section of the Audience Overview in the Wildheart account:

 How do you know your yoga marketing is working?

Acquisition

The Acquisition section shows you where your web traffic has come from. This includes organic search (people clicking through from a search results page, e.g. Google), direct (people typing your web address into their browser’s address bar), referral (links from other websites), email and social media.

If you’ve paid for any advertising using Google Adwords, you can also dig deeper into those analytics here too.

There are 2 acquisition reports we’d suggest checking regularly:

Overview
This allows you to see at a glance where your visitors are coming from. In our own example below, you can see that the vast majority of traffic to our site (68.1%) comes from organic search. This is great news for us, as we put a lot of work into SEO (search engine optimisation) on our site and this shows that it’s working:

 How do you know your yoga marketing is working?

Social Network Referrals
Here, you can break down the social metric into specific channels to see which networks are working better for your yoga business. In the Wildheart example you can see that Facebook is by far our best network, with more sessions, page views and pages visited per session, plus a much longer time spent on site, than either Twitter or LinkedIn:

 How do you know your yoga marketing is working?

Behaviour

The Behaviour section drills down deeper into your website, showing you which pages, including blog posts, have been visited the most. This is a very useful indicator of the most popular content on your site.

We’d suggest using 2 of the reports here:

Site Content > All Pages
This shows you the most popular pages on your site, regardless of where people have come from to get to those pages. In the Wildheart example below, you can see that our homepage has the most overall visitors and page views, which we would expect.

However, the next most popular page is actually one of our blogs posts, 5 reasons why you should use MailChimp for your email marketing. The average time spent on this page is 6 mins 32 secs which is very high. We can also see that 5 out of the top 10 pages are blog posts. This is encouraging for us, as we put a lot of time and effort into crafting original blog content, and it helps us see which topics are the most popular.

Site Content > Landing Pages
This shows you the most popular landing pages of your site, i.e. the first page people land on when visiting your website. This is usually the home page, however, you can see in our example below that our most popular landing page is actually the MailChimp blog post mentioned above. Out of our top 10 landing pages, 7 of these are blog posts, which again is great news for our blog:

 How do you know your yoga marketing is working?

Tracking your own yoga marketing

So, now that you’ve made friends with Google Analytics and know your way around the basic reports, let’s see how we can put this into action for your own yoga marketing. We’ll divide this into 4 main areas:

  1. Web pages
  2. Blog posts
  3. Social media
  4. Email list growth

1. Web pages

As we saw above, you can use the Site Content metric under Behaviour to check how your top 10 web pages are performing.

A homepage that performs well is important for your organic search. And organic search is essential for attracting new visitors to your site, especially if you’re a yoga teacher or studio in a fixed location: this is called Local Search. How is your homepage performing, compared to the other pages on your site? If it’s not doing so well, perhaps you need to review it:

  • Can visitors get an idea of what you offer, as a yoga teacher or studio, within the first 3 seconds of reading your homepage?
  • Are there clear links taking them to other pages of your site, e.g. classes, workshops or schedule?
  • Are there too many confusing options on this page, making it unclear what you want them to do next?
  • Do you have large images or fancy design elements that are slowing the page down and resulting in a loss of traffic?

If there’s a page that isn’t performing so well, you might want to review its importance. Do you really need this page? Can you update or refine it to make it more useful? Or, again, promote it across social media or email?

2. Blog posts

Using the Site Content > Landing Pages metric under Behaviour, you can see whether your blog posts are good entry points to your website and how well your blog posts are performing generally. This is crucial to your yoga marketing strategy, as it will give you an idea of the kind of content your website visitors are interested in, and give you ideas for future blog topics.

For example, if a post you published about how to get started with yoga as a beginner was very popular, how about writing more posts for beginners, or even a whole series of posts? If your visitors were particularly interested in a video you posted featuring a yoga asana demo, try creating similar videos and see if these perform just as well.

It’s no use writing about topics you think people will be interested in – with Google Analytics by your side, you can start to know what they’re interested in, and tailor your content accordingly.

When checking the metrics for your blog posts, it’s also worth noting whether the most popular posts are older or more recent. If some of your older posts are performing well, then they’ve become what we call evergreen content. This refers to content that becomes more valuable over time. Often, you cannot predict which blog posts or web pages will become evergreen, but if they do, it’s a good idea to keep any facts or information updated, and keep shouting about them on social media and to your mailing list.

3. Social media

When we talk about measuring social media, we’re really talking about using GA to see how well your social media networks are sending visitors back to your site. Remember that the primary aim of your social media marketing should be to drive traffic back to your website.

It’s very difficult to measure performance in social media itself, because social media is too caught up with vanity metrics.

What are vanity metrics? These are metrics such as likes, follows and shares that exist across all social media channels.

In terms of measuring your marketing, vanity metrics are not that useful. They might make you feel good, but they’re not a real indicator of how your yoga business is doing, because they don’t translate into actual customers. For example, you can’t tell from the number of likes or shares a post gets how many people have actually signed up to your class or workshop.

Vanity metrics do tell you something about your position in the yoga market, as well as the general awareness people have about your yoga business. They’re certainly not worthless, but we’d suggest measuring the more important metrics first; then, if you still have an appetite for it, start measuring your social media activity too.

When you look at your Social Network Referrals under the Acquisition section of GA, you’ll be able to see which of your social channels are working better for you. Depending on the results, you might decide to put all your focus into one main channel, or stop using a channel if it’s not doing much for you. With social media, it’s important to use networks you enjoy and feel comfortable with.

From what we’ve seen, most yoga businesses have a Facebook page and get good results from this. Instagram is becoming more and more popular, particularly as yoga lends itself well to photo and video content. For the same reason, video platforms such as YouTube and Vimeo are increasingly used by yoga businesses. Twitter seems less popular for yogis, but is still widely used. And LinkedIn is probably the least used channel for yoga, as it’s seen as more of a professional, corporate network.

4. Email list growth

For the final piece of the puzzle we need to step away from Google Analytics, but only for a moment! It’s important to monitor how your email list is growing because, as we saw in our previous post, email marketing is the best way to grow your yoga community.

Most email marketing providers have built-in analytics so you should be able to get at least some basic data, whichever platform you use.

If you use MailChimp, you can view the open and click through rates of each email by going to your Campaigns tab. But did you know you can also see how well your list is growing?

When you land on your dashboard page (click on the Freddie icon in the top left corner to get back there), and scroll down, you can see an audience overview showing you how your list is doing. The filter allows you to toggle between the past 7 days, the past 30 days or the past year. You can see in the example below that this yoga studio’s list has increased steadily from 1,046 subscribers in January 2017 to 1,452 in December 2017:

 How do you know your yoga marketing is working?

If your list is not steadily growing, what can you do to help it?

  • Have you researched what kind of content your audience is interested in?
  • Are you sending out regular emails containing accurate information with no errors?
  • Are you giving away a valuable piece of content in return for people’s email addresses? This could be a PDF practice guide, a yoga asana wall chart, or perhaps an audio meditation.

Keeping on track

It’s important to keep on top of your analytics, so you can track how your website is performing. You can set up a simple diary reminder to check your GA account once a month, but the best way is to send yourself a monthly email report. Here’s how:

  1. Select the metrics you want to include in your report, e.g. Audience Overview.
  2. Change the date range to last month and tick the option for comparing to the previous period: How do you know your yoga marketing is working?
  3. Then click Share from the top right menu options.
  4. Here, you can set up the details of your email, including recipient (yourself plus any colleagues separated by commas), subject, attachment format (we suggest PDF) and frequency (we suggest monthly on the 1st).
  5. Under advanced options you can set the expiry date of the report for 12 months time. You can also write a message in the main text area.
  6. Once you’ve saved this, if you want to edit any of the details, or add more reports, you can do so by going to Admin, i.e. the cog icon in the bottom left corner of the screen.
  7. Scroll down the right hand menu and select Scheduled Emails, where you’ll be able to access and edit your email report.
  8. To add more reports to the same email, select your new metrics, e.g. Acquisition Overview, and this time when you click Share you’ll see an option for adding to an existing email:    How do you know your yoga marketing is working?
  9. Select the monthly email you just created and click Save.
  10. You’ll now receive an email on the 1st of each month attaching the PDF reports you created, so you won’t need to remember to check your GA account manually.

Analyse, tweak, repeat

The important thing to remember with measuring your yoga marketing is that it’s an ongoing process. Just like your yoga practice, it has no end – it’s about the journey, not the destination.

You should regularly analyse your data – even if it’s just a quick look at the overview report once a month – and then relate that back to taking action on your website and marketing. Is there a tweak you can make here, or an improvement there? Then check again next month to see if it’s made a difference.

It’s also worth saying that content marketing takes time, so don’t be disheartened if you don’t get great results right away. As long as you keep publishing those engaging blog posts, sending out those compelling emails and social media updates, and checking your analytics to see what is and isn’t working, your yoga business will gradually grow and flourish.

How Wildheart can help

Our packages cover everything from your logo and website, to your blog, email marketing and SEO (search engine optimisation). We also offer hourly consulting rates, so if you need help setting up and managing your Google Analytics account, or any other aspect of marketing for your yoga business, we’re here to help.

See how we’ve helped our clients

Read the next post in this series

There are just 2 posts left in the Art of Marketing Your Yoga Business series. In the penultimate post we’ll be asking Do you need to make videos to run a successful yoga business? Don’t miss it!

Or go back to Blog series: The art of marketing your yoga business.


Are you ready to market your yoga business?

If you’re an independent yoga teacher or you run a yoga studio, you probably know you need to do some marketing, but are you really ready? As we mentioned in Want to learn the art of marketing your yoga business? one of the first things you’ll need to do is shift your mindset to accept that you’re running a business. And that you’ll need to market that business if you want to attract more customers, i.e. students. This is often the hardest step to take, particularly if you don’t want to feel like you’re ‘selling’ yoga

Authentic marketing takes time and practice to get right, and preparation is key. It’s important to do the groundwork before you can get started. So, in the 2nd post of our new blog series, ‘The Art of Marketing Your Yoga Business,’ we explore some vital elements you need to have in place first. Let’s dive in.

Laying the foundations

If you’ve already been doing some marketing for your business, but haven’t seen the results you were hoping for, try asking yourself these questions:

  • Do you know who your audience is?
  • Do you know who your competition is?
  • Have you organised your website so that people can easily find what they need?
  • Are you regularly creating content that you know your audience will love?
  • Are you giving away awesome content in order to grow your email list?
  • Is every page on your website search engine friendly?
  • Is your website optimised for speed?
  • Are you measuring the success of your content marketing across your website, email campaigns and social media?

If you’ve answered ‘No’ to some of these questions, don’t worry. These are some of the topics we’ll be covering in this blog series.

Setting your goals

Do you know what you want to achieve with your marketing? In order to grow your business  you need some idea of which direction you’re headed in and what your overall vision is. Let’s say you want to get more students to your class. A pretty achievable goal, right? But, how many students, what kind of students – total beginners or more experienced practitioners –  and by when? How are you going to track where they came from? Or how many are signing up for your workshops or other events you offer? How will you know which of your marketing efforts works best? Is it flyers, emails, word of mouth, or your social media accounts?

Set some clear and identifiable goals for your business such as, ‘I want to attract 10 new beginner students to my classes over the next month.’ Then measure how successful you were in achieving that goal. This will help you to plan ahead and see the bigger picture. After all, if you’re not measuring it, it’s not marketing. We’ll be taking a closer look at measuring the success of your marketing later in this series.

Do you really need a website?

You may be thinking, ‘In this social media age do I really need a website?’ The answer is yes, absolutely! There are some really strong reasons why having a good website is a must for anyone running, or thinking of running, a yoga business:

  • Access: Anyone in any part of the world can access your business as long as they have an internet connection.
  • Analytics: You can track who’s visiting your website, what they’re interested in and how long they spend on each page. This is really valuable information which will help determine the best way to reach your target audience.
  • Engagement: From people arriving on your landing page, liking what they read and wanting to know more about you, you can encourage them to sign up to your email list. You’re now growing a community of engaged people who will want to return to your website again and again.
  • Ownership: Having a website allows you to publish and own your own content. With the increasing popularity of social media, the boundaries between sharing and ownership are becoming more and more blurred, and it’s very easy for ownership to get lost in the wave of social sharing.

Why marketing is like baking a cake

There’s a definite recipe for success when it comes to marketing, and we like to compare it to baking a cake. Your website is the cake itself, which has to be in place first. Your email marketing is the icing, which can only be added once you’ve baked your cake. And, finally,  social media is the cherry on top. The point of using social media is to drive traffic back to your website. After all, there’s no point having a nice tasty cherry without a cake to place it on, is there? Your website should be  the hub of your business – this is where the magic happens!

The cake

The base of your cake is your website. This must be your first order of business and you need to ensure

  • The architecture is clear and simple.
  • You’re publishing regular new content.
  • There are clear calls to action on each page.
  • Your site is search engine friendly.
  • Your site is running at an optimum speed.

The icing

The next layer is the icing: building a high quality email list. This takes time and patience.

What you’re aiming for is to convert website visitors into email subscribers so that you can build a more personal relationship via email marketing. Email marketing is still way more effective than social media for building relationships with potential customers, as it allows you to target your audience more effectively. You know that the people who sign up to your mailing list are interested in what you offer and engaged with your business.

For more on this, check out our article An Introduction to Lead Magnets: How to use your WordPress blog to grow your email list.

The cherry

Once you’ve got your website in tip-top shape (i.e. baked your cake) and have started to grow your email list (i.e. spread that delicious icing), you can finally place your social media cherry on top. Remember, the main purpose of social media is to drive traffic back to your website So, try not to get too caught up in ‘vanity’ metrics, such as likes, follows and shares.

How we can help

If you want to start making progress with your website and marketing but you’re not sure where to begin, we have the perfect solution for you.

Simply book a free consultation with us to discuss what needs fixing on your website, as well as lots of tips on how to get started with your marketing. There’s absolutely no obligation to buy further from us, and you’ll receive valuable insights whether you choose to purchase one of our packages or not.

Book a free consultation

Read the next post in this series

So, now you’re ready to start marketing your yoga business and you know that starts with having a sound website. But if you don’t currently have a website, where should you start? Our next post will look at different web platforms to help you choose the right one for your business.

Or go back to Blog series: The art of marketing your yoga business.


Want to learn the art of marketing your yoga business?

The room feels warm. The candlelight gently flickers. A smell of incense hangs in the air. You look across the mats at the blanket-covered bodies, watching them silently breathing. Taking rest from the journey you’ve just travelled on together.

This is yoga. And it feels incredible.

As the last student leaves the room, she smiles at you and says, “Thank you, that was wonderful.” The hairs on the back of your neck tingle, a lump appears in your throat, and you place a hand on your heart as you smile warmly back. You have no words.

You love this practice. You love teaching. And you want to share it with more people. But how can you do this in a sustainable way?

Practise the art of authentic marketing

Over the next 4 months we’ll be diving deep into the art of authentic marketing, with our new blog series, covering:

  • Are you ready to market your yoga business?
  • Which website platform should you use for your yoga business?
  • How should you structure your yoga website?
  • Do you need to be blogging as a yoga teacher?
  • How to use great images on your yoga website
  • How to grow a yoga community through email marketing
  • How to sell more places on your yoga retreats and workshops
  • How do you know your marketing is working?
  • Do you need to make videos to run a successful yoga business?
  • Do you need to create digital products for your yoga business?

So that you can find your authentic voice and grow your yoga business without losing your soul.

But first, let’s take a step back to explore the landscape.

A shift in mindset

If you’re a yoga teacher or you run a yoga studio, the first thing you probably need to do is shift your mindset. Many yoga teachers don’t believe they can make a living from it. Indeed, some don’t feel they deserve to.

But, contrary to popular belief, being spiritual doesn’t have to mean being poor!

So, what exactly are you doing as a yoga teacher? You’re doing what you love. Yes, and that’s amazing. But you’re also running a business.

And businesses need marketing. But that doesn’t have to mean selling your soul. Marketing your yoga business is simply sharing what you love with others, in the right way. Marketing is a practice, just like yoga. It takes time and effort to get used to it and feel good about it.

In fact, authentic marketing is an art. Which is why we’ve created this brand new blog series just for you, ‘The art of marketing your yoga business’.

Yoga is big business

Everyone, it seems, wants to leave their job and become a yoga teacher, or run a studio. The rise of the internet and social media have meant that the ‘yoga lifestyle’ of exotic holiday locations and celebrity clients is what many newly-qualified teachers aspire to.

Yoga media figures such as Rachel Brathen (aka Yoga Girl) have completely altered the public perception of what a yoga teacher or business owner looks like.

According to a 2016 Yoga Journal report, 36.7 million people practise yoga in the US, 81,000 yoga teachers are registered in the UK, and the global yoga ‘market’ is worth approximately £74 billion. That’s a lot of downward dogs!

Standing out from the crowd

So, with so many yoga teachers and businesses all jostling for pole position, how do you stand out?

Do you need to post your latest handstand video on Facebook? Or images of your ‘green smoothie of the month’ on Instagram? No. And getting noticed doesn’t mean coming up with the next new trend either – of some crazy blend of yoga, alcohol and furry animals! It simply means being clear about what you offer and how you can help your students.

Attracting the right audience for your business is what matters above all else. And then building a community of like-minded people, who are engaged in your teachings, and will keep coming back for more.

How we can help

At Wildheart Media we’re passionate about yoga. And we’re passionate about marketing.

We’re experienced yoga practitioners and teachers ourselves. And we know that most yoga teachers feel conflicted about promoting themselves, particularly online. You feel overwhelmed and lost in a digital sea of noise. Where on earth do you start?

Our new blog series was designed with you in mind. ‘The art of marketing your yoga business’ will guide you on a clear path through the confusing landscape of digital marketing.

In the meantime, if you need help getting your yoga business off the ground, or attracting more students to your classes and workshops, check out our Packages page. We’ve designed packages with you in mind, that will transform your marketing, so you can grow your business with confidence.

See how we’ve helped our clients

Read the next post in this series

The next post in this series asks Are you ready to market your yoga business?

Or go back to Blog series: The art of marketing your yoga business.


From verbal to visual: How to bring your purpose and mission to life

In our last Content Kitchen video Guy shared some valuable tips for creating a memorable logo. If you’ve been following our ‘Anatomy of a brand’ series, you’ll have read How to build your brand on purpose and Do you really need a vision and a mission statement? by guest blogger and branding expert Jän Ostendorf of Purpose Branding. This week, Jän reveals his take on how the final stage – visualising your ideas and concepts – should unfold.


It’s time to start taking all the verbal information (like purpose, vision and mission) and exploring visuals that communicate, symbolise and reinforce those meanings. At this point in the process you should hire a marketing agency or design firm. But have no fear – you have plenty of guidance to give them for art direction. It’s amazing to see how others trained in the creative profession will render your purpose (your verbal information) into words and images.

A common visual language

I have a few recommendations on how to work with one of these types of businesses.

To begin with, take baby steps. This will save time, money and frustration in missed expectations. Ask the creative professional to provide as many examples or ideas found already in use out there in the world. They can conduct a Google image search or use Pinterest to create a board. I use Pinterest for creating quick brand (electronic mood or image) boards. This allows you to have a common visual language from which to determine what each other means by words like “clean” or “retro” or “classy”. Everyone has a different idea of what those words look like and it’s much quicker if you have photos, graphics or images that resemble what you have in mind.

Walking through the start of the concept ideation phase like this – with existing examples from any industry and online resource, from posters and paintings to textiles and tapestries – provides an amazing tangible and common visual language that both parties can use as a reference. These examples could be anything that visually expresses what each side is trying to communicate. What I love about exploring visuals this way is that we always end up somewhere I could’ve never predicted or found on my own. This process will work well for interfacing with an agency or a creative individual.

Bridging the gap between verbal and visual

You might be a small company ( for example a yoga studio) that’s trying to save money by not hiring an agency or design firm. In this case you want to look for an artist or designer that’s already proficient at the style that fits the personality or look of the brand you’re trying to achieve. There are plenty of places online to look, for example, Dribble, Pinterest or Instagram. It’s probably best not to go to a crowd-sourced logo design site. The reason being is that these designers will quickly (that’s how they make money) generate top-of-mind, i.e. generic-looking designs, thus diminishing the whole idea of being authentic.

The ability to bridge the gap between the verbal business strategy and the visual design is hard to find in one person and sometimes in one business. Collaboration between a few professionals may be needed – copywriters, illustrators, etc. You, as the vision-caster, being involved in the process and having done your homework (of defining your purpose, vision and mission) will go a long way toward arriving at the look you want for your brand and establishing your unique place in the marketplace.

Yoga business logos

Here are some logos Wildheart Media have developed for yoga businesses:

Yoganatomy

Based in Miami and run by David Keil, Yoganatomy has become a leading provider of anatomy training for yoga teachers, studios and serious yoga practitioners.

Stillpoint Yoga London

A busy early morning Mysore-style yoga shala nestled in the heart of London, which was founded by Scott Johnson. They also have a fantastic program of workshops and retreats.

stillpoin

Ayurvedic Yoga Massage UK

The UK’s leading provider of training for Ayurvedic Yoga Massage, founded by Despina Psarra. AYM UK offers training and treatments throughout the UK and Europe.

Iriness

A yoga studio start-up located in Horsham, which was founded by Irina Pashkevich. Her mission is to share yoga and wellbeing therapies with the locals of West Sussex.

Attracting the right people for the right reasons

This idea of owning a unique space in the marketplace is not just about separating yourself from your competition for the sake of looking and sounding different. The real purpose is matching the expectation your potential customers have in their mind before they interact with your business.

It’s about attracting the right people for the right reasons. It’s about a steady and sustainable growth with those who will become your tribe, lifers, your permanent and enthusiastic sales force – those who will be telling your story to others just like them.

They will reach people you cannot. This type of “sales” is natural and unforced. It’s about sharing life. It’s not price or offer driven. To achieve organic growth is what every business is looking to achieve. It takes time and diligence in communicating a purposeful and intended message that is clear and reinforced in every experience, colour, typeface, website heading, email, Facebook post and so on. It’s a marathon, not a race. Ready… set… go!

If you’re struggling to bring your purpose and mission to life, Wildheart Media can help. We have a Logo and Style Guide Package to give your business a strong brand identity. Book a free consultation to get started today.

Book a free consultation

Read the other posts in this series

Go back to Blog series: The anatomy of a brand to read the other posts in this series.


About the author

Jan Ostendorf, Purpose BrandingJän Ostendorf runs a branding consultancy called Purpose Branding where he helps small privately-held business owners clarify their message, both verbally and visually, bringing the power of branding to small businesses.

He lives just outside Dayton, Ohio with his wife Sonja and two children – just a block away from their yoga studio where he practises Ashtanga daily.


Content Kitchen 18: How to design a memorable logo for your business

Brought to you on the first Friday of each month, Content Kitchen is a series of videos in which our co-founder Guy answers your content marketing questions. Why Content Kitchen? Because they’re recorded in Guy’s kitchen of course!

How to design a memorable logo for your business

In this month’s Content Kitchen video Guy explains the steps to create a memorable logo and gives some insights into the process that we use at Wildheart Media.

Read our guide “The 3 parts of a logo” by downloading the PDF below:

Download the PDF guide

Video highlights

01:32 Guy introduces the concept of the 3-part logo.
01:57 Guy explains how the 3 elements work together.
02:26 Guy gets into the Wildheart approach.
03:27 The last element of the logo is the style guide.

What next?

Jän Ostendorf, CEO of Purpose Branding continues the Anatomy of a brand series and in this last guest post looks at how your writing style and tone of voice should communicate your purpose, vision and mission. Take a look. From verbal to visual: How to bring your purpose and mission to life.


Do you really need a vision and mission statement for your business?

In our last Content Kitchen video we unravelled what makes a great ‘one liner’ for your business. This week branding expert Jän Ostendorf of Purpose Branding is back with a great guest post that lifts the lid on why you need both a vision and a mission statement.


If you’ve taken the time to discover and define your purpose as my last blog post How to build your brand with purpose explained, then now you’re ready to develop a vision and mission statement. But why would a yoga studio or any other small company need a vision and a mission statement?

Both the vision and mission statements should communicate your purpose. They build on the foundation of purpose and continue to clarify why your business exists and why people should care.

It will attract the type of employees or yoga teachers you want on your team. If they identify with the vision and mission, everyone will support the business for all the right reasons. That’s important when you’re building a team and you don’t want to waste time and energy always trying to find “good people.”

Defining what it means to be a “good” team member is important so expectations aren’t missed by either party. Furthermore, defining what it means to be a great team member can be expounded upon in your core values or belief statements.

Many large and successful companies are now using the core values as a measuring stick to hire and fire employees regardless of performance. I believe this is good practice in order to build a long and stable work atmosphere.

How to write a great vision statement

Your vision statement should be an extension of your purpose. What would you like to bring to the world? What do you want to exist that doesn’t already exist? It needs to be audacious. Something that makes you think, “I might not be able to pull this off” or “It may take a lifetime to achieve.” It needs to make others think, “I want to be a part of this.” You want a vision statement that inspires others to believe what you believe. Just as Martin Luther King’s “I have a dream” speech or John F Kennedy’s promise of putting a man on the moon within a decade.

What’s your dream? People will be attracted to your hopes and dreams. When you choose to stand for a vision that seems unsurmountable, you make yourself the underdog. People love to help the underdog achieve their goal. There’s something inside every one of us that wants the underdog to win. I believe your vision statement should make you feel a little nervous. It may seem a bit over the top and unreachable. Don’t let fear dictate your actions. There are too many safe and predictable vision statements out there that inspire no one.

The vision statement will be a tangible way people can measure your purpose. It should take years or decades to achieve. It shouldn’t be affected by industry trends or disruption from technology. If it is, then it’s too specific and probably has “the how” written in. It should sound universal and could include almost any culture or any person.

Once you write the vision, I recommend that you don’t post your exact statement on any of your marketing materials. That is to say, make a list, like you did your homework. Having it listed is much too utilitarian and cold. Think about it: when you meet someone for the first time, they never shake your hand and quote their personal vision or mission statement to you. Over time, you hear what they say and watch what they do and this leads you to understand what’s important to that person. The sentiment of the vision statement should set the voice and tone for all your copy on your website, blog posts, social media posts, etc. It should reflect your brand personality and be seen, heard and felt everywhere and conveyed in everything the company does.

What makes a great mission statement?

The mission statement is “the how” of your vision. How do you plan to implement your vision and make it a reality? How do you do things differently than your competitors? Some people call it a mini business plan. It should encapsulate “the what” and “the how” while being written in the spirit of “the why.” Keep it simple so everyone on your team can remember it – and maybe even paraphrase it in their own words. Make it compelling, so people want to be a part of it both as an employee and as a customer.

When trying to write the vision and mission statements, people will often write in core value – words like “with integrity” or “fun.” Those descriptive words are essentially core values. It’s okay to have a few of those, but words like that are describing “the way” you will carry out “the how” of your mission. Expound on those important thoughts in your core value statements. You shouldn’t beat people over the head with these statements, but use them to guide the copy development and how you talk about your studio.

For both internal employees and external customers, being clear about what you’re trying to accomplish will yield the type of results you’ve been wanting. What seeds are you planting? What type of person are you attracting to your business? Be intentional about the message you are sending.

Do you know what your vision, mission or core value statements are? Would you like help identifying and clarifying these so you can better help your customers? Book a free consultation to find out more.

Book a free consultation

Read the next post in this series

In the final part of this mini-series we take you From verbal to visual: How to bring your purpose and mission to life.

Or go back to Blog series: The anatomy of a brand.


About the author

Jan Ostendorf, Purpose BrandingJän Ostendof  runs a branding consultancy called Purpose Branding where he helps small privately-held business owners clarify their message, both verbally and visually, bringing the power of branding to small businesses.

He lives just outside Dayton, Ohio with his wife Sonja and two children — just a block away from their yoga studio where he practices Ashtanga daily.


Content Kitchen 17: How to create a one-liner for your business

Brought to you on the first Friday of each month, Content Kitchen is a series of videos in which our co-founder Guy answers your content marketing questions. Why Content Kitchen? Because they’re recorded in Guy’s kitchen of course!

How to create a one-liner for your business

In this month’s Content Kitchen video Guy introduces the concept of a one-liner and explains the importance of being able to communicate in a concise, simple and straightforward way to your customers.

Read our guide “How to create a one-liner” by downloading the PDF below:

Download the PDF guide

What next?


How to build your business brand with purpose

In last week’s Content Kitchen we promised we’d be getting right into the heart of branding with a three-part blog – so we’re really excited to be teaming up with branding expert Jän Ostendorf from Purpose Branding who will be our guest blogger for these posts. In last week’s video Guy mentioned three elements that are key parts of the branding process:

  1. Purpose – what you stand for
  2. Copy – what you say
  3. Design – how you look

In this post Jän explains why Purpose, the first of these elements, is so important.

Purpose transcends mission

Everyone says you need a vision and mission statement for your business. I believe you need a purpose statement first and here’s the reason why: Purpose transcends a company’s vision or mission. It’s the reason behind the vision. What are you hoping to achieve? What would you do even if you didn’t get paid for it?

For the owner, founder, leader of a company or inventor of a product, it’s their driving force. The purpose is what excites them about being in business or developing a product or service. Looking deeper, it’s your approach to solving problems or interacting with the world. If people are innovators, they’ll originate ideas in almost everything they do. You’ll see it in the small things like, for example, helping their children learn maths after school by teaching different methods from the traditional curriculum.

A good example of purpose transcending a company’s vision or mission would be Elon Musk, the owner of SpaceX, Tesla, Solar City, and Hyperloop. He is an innovator. His vision and mission are different for each endeavour. His purpose is the same: innovate on large issues that are facing our society. I know Elon is a one-in-a-million example and most people will not own more than one business in their lifetime—and even fewer of us will own multiple businesses at the same time. But most business owners are confronted with different opportunities that stem from the one business. Also, there can be many parts, activities or departments to one business. That purpose will impact how each is addressed and run.

Let’s take a small business as an illustration. My wife’s yoga studio, Kai Yoga Studio, is a good example of how purpose transcends mission. She started out with a passion for learning more about alternative medicine while homeschooling our children. This passion led her to become a reflexologist. She’s a teacher at heart, someone who loves to learn and discover. Since she has opened her studio, she has migrated from teaching Hatha (more Iyengar style) Yoga to Ashtanga Yoga.

Fit for purpose

As a yoga studio owner in the United States, she is tempted—like most I’m sure—to sell products and to teach every kind of yoga that is popular. Because she’s a learner, she doesn’t teach yoga like a workout or exercise class. It has led her to offer a teacher training but not the typical McYoga 6-month or 4-week intensive. Her school is set up like a college where you can take courses when they are offered, and take up to two years to complete your 200-level training at your own pace. Any student, not just those wanting to be teachers, can take a course as pass-fail. All the courses for teachers are done as part of a mentorship programme—highly personal and tailored to how and who you want to teach.

Her purpose dictates her personal practice, how she teaches, what form of yoga she teaches, what kind of teacher training she does—just as much as what she doesn’t do or pursue. Because she’s in her late 40s and a reflexologist (and a lover of all things physiology, anatomy and body systems-related), she attracts older people who want to do yoga but have physical limitations, so they need understanding and instruction on how to modify poses. A lot of her students are nurses or in the medical community and they come to her classes because she can speak to them in their language.

Purpose before vision and mission

purpose diagram

Once you understand your purpose, you can develop a vision statement. The vision statement is a lofty ideal to aspire to. Kai Yoga Studio’s vision statement is to ‘Change Lives.’ The mission statement is to impact and transform lives through yoga education and practice. The mission is the what and how of the vision statement. Because you have identified your purpose first, you have tapped into the human side of the business and can make the business less about ‘the what’ and more about ‘the why.’

In the business world, the people who have said businesses are for profit generation have started to understand that businesses provide something on a deeper level. In a book called Good to Great, the author Jim Collins writes, “Companies need to exist for a higher purpose than mere profit generation to transcend the category of merely good.” I’ve done a lot of research and study on why this is and have come to the conclusion that it’s simply because it’s based on the way we learn and the way our brain works.

Use meaning to communicate your purpose

We learn by connecting meaning to objects. If you put an iPhone in a child’s hand that has never held one before, they will do one of two things. They will put it in their mouth or throw it down. It has no meaning to them. Once something has an associated meaning, it has value. A concentration camp survivor and world-renowned Neurologist and Psychiatrist, Viktor E. Frankl, observed that, “Our main motivation for living is our will to find meaning.” He saw this in operation while living (I use that term loosely) in the camps. He saw that those who believed they were not born to die in the camps, didn’t. They survived by believing they existed for something greater. Their life had meaning beyond their current situation.

This desire to find meaning is innately human. We look for meaning in every aspect of life. It’s how we navigate through our environment. This extends to the use of signs, symbols, and language. A company’s brand should use all these tools to communicate their identity and purpose (which will be discussed in later posts).

Attract those who believe what you believe

When building a business—building a brand—starting on a foundation of purpose allows you to communicate with meaning and build value. The clearer the communication, the more accurate the expectations people will have before interacting with your company. The more accurate their expectations are, the better experience they will have. If you communicate with meaning from the centre of purpose, you will attract those that believe what you believe. You will start growing your tribe—your loyal followers that see your business for something more than providing a product or service.

Do you want to find your purpose?  Book a free consultation to find out how we can help.

Book a free consultation

Read the next post in this series

In the second part of this mini-series we ask, Do you really need a vision and mission statement for your business?

Or go back to Blog series: The anatomy of a brand.


About the author

Jan Ostendorf, Purpose BrandingJän Ostendof  runs a branding consultancy called Purpose Branding where he helps small privately-held business owners clarify their message, both verbally and visually, bringing the power of branding to small businesses.

He lives just outside Dayton, Ohio with his wife Sonja and two children — just a block away from their yoga studio where he practices Ashtanga daily.

 


Content Kitchen 16: How do I create a memorable brand for my business?

Brought to you on the first Friday of each month, Content Kitchen is a series of videos in which our co-founder Guy answers your content marketing questions. Why Content Kitchen? Because they’re recorded in Guy’s kitchen of course!

How do I create a memorable brand for my business?

Branding is a really in-depth and complex topic which can often seem overwhelming particularly if you are just starting out. In this month’s Content Kitchen video Guy introduces three key elements and explains how these should all work together seamlessly in order for your brand to make sense.

What next?

Guest blogger Jän Ostendorf CEO of Purpose Branding writes the first of the follow-up posts and explains why a purpose statement is so important to your brand. Check it out: How to successfully build your brand on purpose.


The great wall of permission marketing: which side are you on?

Following last week’s Content Kitchen video Guy explained what permission marketing is and gave you three top tips to get you started:

  1. Be clear about what people are signing up for
  2. Give people an option to opt-out
  3. A yes is not forever – unsubscribing is a healthy sign

If you’re using email marketing to reach your customers you need to know how to reach out to and engage your potential customers. So in this blog post we explain more about permission marketing and how it can work for you.

Why is permission marketing important?

In particular, if you run a yoga or wellbeing business then you want to be as authentic and ethical as possible, as our recent post How to market your yoga business explained. This means your content is delivered to the right people (those who are potential customers) at the right time (after they’ve given you permission).

Which side of the wall are you on?

As the internet has grown, so has the way businesses and brands market to their prospective customers. Permission marketing allows for personalised and long-term relationships that are built on trust and sharing, rather than traditional marketing methods that ‘interrupt’ consumers with advertising they don’t necessarily want to see.

Marketers seem to be on two sides of a wall – those who follow permission marketing and those who don’t. It seems like those who do are in the minority, but if you’re serious about building a community or ‘tribe’ who’ll respond to what you’re offering, then you need to follow a few basic principles.

1. Be clear about what people are signing up for

Let’s say on your website you’ve got a sign-up form saying: Sign up to our newsletter. But no-one signs up. Why? Because it’s not clear enough and doesn’t set expectations. How often will they receive emails? What kind of content will you be sending them? How will your content make their life better?

Make sure you’re explicit about what people are signing up for and how often you’ll be delivering your content to them. You can also provide a sweetener called a ‘lead magnet’. This is a valuable resource that you give away for free in return for an email address, such as an e-book or other useful download. You can read more about this in How to grow your email list using lead magnets.

2. Give people an option to opt-out

Giving your readers the option to opt-out of your email communications is really important. It reminds them that the whole process of receiving your emails is voluntary and they can choose to stop receiving them at any time. People often forget why they signed up in the first place or may not find the information useful anymore.

3. A yes is not forever – unsubscribing is a healthy sign

Yes, that’s right! When people are unsubscribing it means they’re engaging with your brand. And for every person that unsubscribes you’ll find another who signs up. This will enable you to find your ‘tribe’ – that is to say, people who are genuinely interested in the content you’re sending and some of whom may convert to paying customers.

Don’t worry when you see that someone has unsubscribed. It’s a very common trap to think that email lists are a numbers game. Having a big list is what we call a vanity metric. This is a number that makes you feel good about yourself or your business but provides little or no value. List growth can also be a vanity metric, i.e. my list is growing by X subscribers per day, week or month, but how many actually engage and eventually buy?

Always favour quality over quantity: it’s always better to have a small list of 100 people who show genuine interest in your brand, over a list of 1000 who don’t engage with you.

So where should you start?

A good way to start growing your business is to sign up for a free MailChimp account, as we showed you in 5 reasons why you should use MailChimp for your email marketing. The next step is where many people go wrong – they export all their contacts from their email into Mailchimp and start sending out regular emails. This approach will get you banned from MailChimp almost immediately! So it’s important to follow the correct guidelines that will ensure you get the most out of your email list.

What many people don’t realise is that good permission marketing by email works best when tightly integrated with regular blogging. So, in order to grow your email list you need to be creating regular high quality content that your subscribers look forward to receiving.

  • Do some research – In how to do keyword research we explained why keyword research is so important for your website. In a nutshell, knowing which words and phrases people are using to search for your product or service is key to being found by the right people in organic search.
  • Start regular blog posts – as we pointed out in 7 steps to writing a great blog post the key to growing and maintaining your audience is to publish consistently. Set a weekly or fortnightly schedule for blog posts and stick to it. Make sure you have a call-to-action in your blogs, such as a sign-up to receive emails containing future blogs or a lead magnet.
  • Send an engagement email – to make sure you definitely have people’s permission to email them, send a one-off engagement email inviting them to opt in and be clear that you won’t email them again if they don’t.

Best practices for permission marketing

Content marketing is not a shortcut to success – it’s a methodical approach to growing an audience, some of whom will hopefully convert to customers. With that in mind, here are our top tips to ensure you’re following best practices for permission marketing.

  • Always include a reminder of how people got added to your list and always give people the option to opt-out – these should both feature in the footer of every email.
  • Make sure you segment your list, as explained in nurture your community by segmenting your email list. You can give people options to choose from, such as: “I’m interested in yoga workshops in Hebden Bridge” or “send me your weekly inspiration email”.
  • Regularly ask your subscribers for feedback – it doesn’t have to be a one way street. What do they like? What do they want more of? Do they like your next big idea?
  • Periodically send out emails reminding people why they’re receiving your emails and let them know about any changes in scheduling or new emails you’re sending out.
  • Give your subscribers the option to update their preferences and continue to receive content that’s relevant to them.
  • Periodically prune your list and get rid of dead or unresponsive emails, as we detailed in 4 steps to a high quality email list.
  • Grow slowly: it’s better to take your time creating content that people find useful and growing your email list slowly over time than aiming for fast growth.

By choosing to be on the permission marketing side of the wall, you can build trust and a loyal relationship with your audience. And by carefully tending to your email list and their preferences, you can create a ‘tribe’ of those people who are engaged and responsive to what you have to offer.

Not sure where to start? We offer a free consultation for anyone interested in learning more about authentic content marketing and what it can do for you. Get in touch to find out more!

Book a free consultation


Content Kitchen 15: What is permission marketing?

Brought to you on the first Friday of each month, Content Kitchen is a series of videos in which our co-founder Guy answers your content marketing questions. Why Content Kitchen? Because they’re recorded in Guy’s kitchen of course!

What is permission marketing?

If you run a business it’s very important that you’re marketing to your customers in an ethical way. This means always getting their permission before emailing them and always giving them the opportunity to opt out of your communications.

In this month’s video Guy gives an overview of permission marketing and offers 3 ways you can start putting this in place for your business now.

What next?

In our follow-up post we look in more depth at the great wall of permission marketing. Take a look. The great wall of permission marketing: which side are you on?