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 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 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.
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 package for you.
Our yoga starter package includes 5 hours of consulting time. We’ll be your personal coach, giving you valuable insights into 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, so this can be a standalone package or the perfect springboard to take your marketing to the next level.
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.