online & social media marketing for yoga teachers, natural therapists, healers & helpers
Post on 21-Jan-2015
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Learn to Fly Online Marke0ng Intensive Course For Yoga & Wellbeing Professionals
Barriers to learning
1. “I know this already”
2. “This isn’t relevant to me”
3. “I’ll never get this”
$1 billion per year Sales in Australian natural (complementary) healthcare industry
In 2010,
23% were online
By 2020,
68% will be online
In 2006,
6% were online
Centralised power limited mobility
To own your own factory nowadays, you need: – a computer – internet connec0on – a bright idea – energy and passion ~ Key Person of Influence, Daniel Priestley
Content Newsle[ers Blog posts Comments on social media Ar0cles E-‐Books E-‐programs & E-‐course White Papers Videos
Distribu0on Email marke0ng Twi[er Ar0cle directories Facebook & other social media Book-‐marking sites Discussion/forum/community sites RSS feeds
Content CAN:
o Relate to your story (your ‘why’) o Be topical (if you’re quick!) o Directly relate to what you’re selling o Be a case study or personal client story o Be a series leading up to an event o Be entertaining o Be irreverent o Be a love declara0on (more on that later….)
Content MUST be:
Useful
Relevant
Valuable
(to your ideal clients)
Today’s marketers are storytellers
Why content marke0ng?
Reach
Why content marke0ng?
Authority o More loyal clients o More media
opportuni0es o More business
opportuni0es o More joint venture
offers
Tribes Discount and I will love you right now. Inspire me with insights, ideas and personal service and I will love you forever.
Why content marke0ng?
It costs 5 or 6 0mes more to acquire new clients than retain old clients
(Beyond Customer Service, Crisp)
Why content marke0ng?
Google’s Zero Moment of Truth Report
showed the average shopper used 10.4 sources of informa0on to make a decision in 2011, up from 5.3 sources in 2010
It had doubled in a year.
Expecta0on
No-‐one has the unique blend of talents, antude, experience and perspec0ve as GORGEOUS OLD YOU
Exercise: turn to your neighbour and introduce yourself
o “I’m name.” o “I do specific thing for specific person (your ideal client)”
o “People who suffer from/have issues with specific thing tend to realise the most specific benefit.”
o “I’m currently working on/researching specific thing.” Engage with ques0on (eg: “Have you heard about it?”)
People do not buy what you do they buy why you do it. ~ Simon Sinek, ethnographer
Exercise: by yourself. Take a few moments to jot down some specific
sales goals for your business
o Eg: Average 20 students per class. o Eg: Average 6 consulta0ons booked, 5 days per week.
o Eg: Fill all 15 spaces at my luscious retreat in Bhutan in September.
Blogging
o Solici0ng feedback
o Commen0ng
o Integrated with social media
o Can be in depth or casual
o 250 words +
Ar0cles o Not necessarily
solici0ng feedback
o No commen0ng
o Integrated with social media
o Tends to be in depth
o 500 words +
Newsle[ers o Solici0ng feedback o No commen0ng
o Somewhat integrated with social media
o In depth or sales-‐y
o Varied lengths
o Read in an email program
o A[ract new leads o Converts prospects into clients o Increase understanding of your goods/services o Strengthen rela0onships with exis0ng clients o Drive people to opt-‐in to your email list o Rank be[er on Google for your niche/specialty o Become an industry leader o Get more speaking engagements o Differen0ate your business o A[ract press.
Why blog?
Recommended blogging tools
Blogging essen0als
² Start! ² Blog at least once a week ² Be[er to be slow and steady than burn-‐out ² Write in batches and prepare a stockpile of evergreen content
² Use ques0ons to provoke responses ² Prepare for events and courses with a series of posts
² Promote, promote, promote ² Ask people to share.
Exercise: Return to your sales goals. Pick one.
o Write 5 topics related to your sales goal (educa0onal or instruc0onal).
o Write 5 topics related to overcoming barriers to purchase (avoid the obvious – 0me, convenience and money – unless these are significant).
Sample schedule
o Blog once a week o Promote your blog posts in the following 24 hours on Facebook (x 2), Twi[er (x 6), Google+ (x3), Instagram (x1), Pinterest (x1), LinkedIn (x3). Some of these can be scheduled through Hootsuite.com
o Facebook & Twi[er 1-‐2 0mes a day, 5 days a week o Email newsle[er once a month 0med to promote one in-‐depth ar0cle published on your website
WARNING! Don’t freak out.
11,489,600 Aus users (March 2013)
Every month, more than
250 million people engage with Facebook on external websites
OpAmise your Facebook page design
Cover image: 851px by 315px Profile image: 180px by 180px
App thumbnail images: 111 by 74px.
Decide on your strategy
Jan–Mar: increase fans Apr–Jul: migrate people onto email database Aug–Nov: 2nd biggest web traffic referrer website referrer
Write a schedule of content
Monday Tuesday Wednesday Thursday Friday
Monday theme (such as ‘Sankalpa: set your week up right’)
Repost an image
Link to blog post with comment and image from post
Post an ar0cle on yoga
Entertaining content, such as video
Post an ar0cle on yoga
Post an ar0cle on yoga
Repost an image
Repost an image
Ask a ques0on
(see page 11 on your Content Strategy and Schedule)
Include a simple ‘call to acAon’
Think about the response you want before you ask (& make it easy for people!)
-‐ Ques0on of the day/poll of the day (one-‐word answers) -‐ hot 0p/quick 0p -‐ did you know? -‐ guess the cap0on -‐ fill in the blank
Tease people to enAce them to click
Know what your audience finds fun
Ask for feedback on your business
Because:-‐ a) It shows you care b) It’s invaluable to test changes before you make them c) Creates excitement and curiosity d) It creates ‘buy-‐in’ – part feel part of your business
Be original with your promoAons
a) Try something different
b) Get fans involved in crea0ng content for your promo0on
c) Keep the ask on par with the prize
• List 10 problems, worries, issues or frustra0ons they have. • Match each of these 10 with how your product/service directly or indirectly solves these.
Exercise: Look at your ideal client – their problems, worries, or
frustra0ons.
Claim your @Hashtag and brand your channel
Follow with reckless abandon
Talk and respond to people
Cull and create lists
Automate and schedule your content tweets
Retweet and share others’ tweets
(When they are:
useful, relevant
and valuable to your audience)
Hash it up (but not too much)
Exercise: Return to your story topics.
o Write concise headlines. o “How to” o Be funny or outrageous o Ques0on a common assump0on o “What ______ taught me about ______” o Lists “5 ways to get to sleep – fast!” o Ask a ques0on your audience is likely to reply ‘yes’ or ‘don’t know’ to.
o Be topical; relate your topic to current affairs
Show people what you do
Launch a promo0on
Educate
Demonstrate exper0se
Entertain (& relate)
Piggy-‐back
Tell a story
Illustrate a story
Google.com & Google.com.au together power 93.55% of searches in Australia (Hitwise, Sept 2012).
Half of all searches are abandoned a{er the first page of results and 80% are abandoned a{er the second page.
Search engine op0misa0on helps you achieve high page rankings.
1st: Research is inescapable
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2nd: You need to know what’s happening
3rd: If you have a physical premises, add a Google Maps lis0ng
(called ‘Google Places for Business’)
Remember, you are en0cing people to click
Page Atle tags: 70 characters max (including spaces)
Meta page descripAons: 155 characters (including spaces)
Navigate or detonate 1. First impressions count
a) Professional design b) Not too crowded
2. Less is more with your menu, so priori0se!
3. Think about what ac0ons you want people to
take, and work backwards
4. Different people navigate differently
Exercise: by yourself
1. What are your 2 most popular pages?
2. What are the 2 most important pages that you want web visitors to see?
3. Do you have more than 3 ways to take them to those 2 most important pages from your homepage (not just your main menu)?
The essen0als of a good Google ranking
1. Search engine research to determine target phrases
2. Meta informa0on wri[en in line with research (page 0tles, page descrip0ons and alt tags for images)
3. Easy to navigate 4. Regularly updated with quality, relevant content 5. En0cing and engaging headings, short paragraphs 6. Links from other websites that rank well for target search phrases
7. Reliable hos0ng with pages loading quickly
Google’s job is to give people the info they seek – and quickly. A low bounce rate combined with a high ‘0me on page’ tells Google that your site has sa0sfied the searcher’s query. Remember, CONVERSION is more important that VOLUME.
The secret of gaining a good Google ranking?
Make your website visitors happy!
Exercise: what do you want to be known for?
o Why do you do what you do? (Needs to be relatable to your ideal client)
o What do people keep asking you about?
o What do you think, believe, or do differently?
o When people compliment you, what do they remark on?
Get very clear on what it is that you are actually doing for people regardless of what they are paying you for. Once you have that in mind and on paper, change your 0tle. Change the name of your service or the packaging of your product. Make sure it reflects what you are actually doing because what you actually do is worth so much more than what you think you are doing right now. ~ Tara Gen0le, The Art of Earning
WHY business is about LOVE
Businesses: • Solve problems • Help people lead happier, healthier lives • Are compassionate • Listen to clients to try to understand how they feel.
Love Declarations
“I believe that when wellbeing professionals can thrive in business, the whole world benefits.” “I believe self-‐love is the most self-‐less thing you can do.”
I believe …
“I no longer believe that the drop-‐in class model benefits the student. Sporadic prac0ce will not give you the results you deserve. A course which calls for commitment to regular prac0ce, with a solid founda0on that progressively builds with each lesson, will.”
Or, tell me what you no longer believe (and why …)
“I want you to thrive in business, magnify your impact, and elevate yoga and natural therapies from the sidelines.” “I want you to sleep deeper, be able to relax on demand, and appreciate and enjoy your partner on a whole new level.”
I want you to have … What do you want people to understand, experience or learn?
“So, I’ve created this one-‐day intensive to encourage you to think big and be bold, embrace your unique voice, and deliver your pearls to the wider world.” “So I’ve created a week-‐long yoga immersion in Bhutan for older women who are star0ng to feel invisible and have their confidence eroded. We will hike, eat, do yoga, dance, meet the locals and learn Buddhist medita0on, while reaffirming ourselves, witnessed by each other … and the mountains.”
So, I’ve created …
This is your ‘call to ac0on’. Register? Click? Buy? Pay now? Share? “Claim your place at one of my (rapidly-‐filling-‐up) 2013 Intensives.” “Book your spot at our retreat. We have just 20 spots and half are already taken.”
Right now, I want you to …
Your name, here. “Me.”
With all my love …
Love DeclaraAon Barometer
Before you send anything, first ask: “Would I send this to a friend?”
Communica0on is not what you say,
it’s what people hear
You must priori0se your message
if people are to hear you
Exercise: in what priority are your messages? #1 #2 #3
o These should express your specific, unique value AND resonate with your ideal client.
o These should be succinct and easy to understand (save complexi0es for later).
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The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
Growing your database 1. Offer a smart incen0ve (free gi{) in return for an email
2. Ensure you E-‐News sign-‐up is on every page of your site (some0mes in mul0ple places)
3. Promote your free gi{ on your Facebook page 4. Guest blog and highlight your free gi{ 5. Turn your free gi{ into an ad 6. Consider mul0ple free gi{s 7. Add your sign-‐up to your personal email footer and in your E-‐News itself.
Exercise in pairs: email incen0ve
Introduce your ideal client to your partner. You may like to also introduce your number 1 priority product/service. Consider: what would be useful, relevant and make life easier for them? What could you give away in exchange for an email address?
Be specific!
Exercise: Email newsle[er topics Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Don’t forget: 1. Your high-‐value items 2. Promo0ons 3. Your holidays 4. Your busy periods 5. Your quiet periods 6. Other events
Secret email supercharge: Auto-‐responders
“Your CD has been gently taken from our CD Baby shelves with sterilized contamina0on-‐free gloves and placed onto a sa0n pillow. A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condi0on 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 celebra0on a{erwards and the whole party marched down the street to the post office where the en0re 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 0me 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!!
Email superpowers
1. Perfect headings/subject lines 2. Personalise emails ‘Hello Bunny!’ 3. Target be[er by segmen0ng your list
4. Host most of the content on your website and link each E-‐News item to your site
5. Sharpen, experiment with, and deepen your calls to ac0on! (‘book now’, ‘call’, ‘read more’, ‘click here’)
6. Use an occasional plain text email for love declara0ons 7. Don’t be boring 8. Be awesome
Exercise: Look at your ideal client. Why wouldn’t they buy from you?
o Do you have preconcep0ons or misconcep0ons to correct or overcome?
o Who is influencing your ideal client before they reach you?
o Do you need to be[er explain the ‘how’ of what you offer?
o Are you dis0nct and different from your compe0tors?
How will you stay inspired to create and curate
Relevant Useful Valuable
informa0on for your ideal clients?
Content cura0on: RSS Feeds
Content cura0on: Google alerts
Content cura0on: Facebook
Content cura0on: Twi[er
CongratulaAons! You are no longer just a small business. You are a media company. (Take a long lunch)
Message BEFORE medium
Keep your ideal 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?
Think MESSAGE before MEDIUM Cater your KEY MESSAGES to as many different mediums as you can.
Review & Analyse Every fortnight Every month Every 3 months Every 6 months Every year
If it’s not scheduled, it doesn’t happen
Batch tasks
Ideas are worthless
without
Implementa0on
h[p://YogaReach.com.au h[p://Facebook.com/YogaReach h[p://Twi[er.com/YogaReach h[p://YouTube.com/YogaReach
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