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Building your tribe is the cornerstone of modern marketing. In this presentation, Mark Breadner's Yogacoaches (level 1 trainees) looked the essentials of marketing when starting to work as a yoga teacher. Then we moved onto an overview of social media and why it's important to the freelancing teacher. We looked at blogging for business and went through a hypothetical around blogging. Then we moved onto Facebook, email marketing and free (and almost) free online marketing tools. I can lecture, coach and train your yoga teacher trainees. For more info, visit:
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Gathering Your Tribe
Who used to own the means of produc2on?
You need: – an ABN – a computer – internet connec2on – bright ideas – energy and passion
Who now owns the means of produc2on?
Start with …
• Your surname! • A good profile picture • A personable bio • Your email list • Your lis2ng • Your brief – logo, printed materials, website
What do these people have in common?
Your Pic
• Face close up • Smiling/approachable
• Variety of shots – do-‐able asanas, face-‐only, different clothing.
Your Bio
• Years of experience • Your training/style • Your inspira2on
(your ‘why’) • Something human! • Other experience/
training • Formats: 50 words,
100 words, 400 words.
Your Email List
• Start with personal contacts (exported)
• Gather where you go • Offer an incen2ve – offer a reason
• Email regularly • Email value (not just what you’re doing).
Online Lis2ng
• Facebook & Twi]er • Find Yoga website • Studios where you
teach • Google Places (maps) • Local search
directories (True Local, Hot Frog, Aussie Web, Yelp, Local Fitness)
Your brief: logo, marke2ng, website
• Business name • Colour scheme • Type of person you hope to a]ract • Tone or feeling and personality • Sites you like (for looks) • Website naviga2on • Website func2onality • Elements on every page (contact details, a one-‐line descrip2on, logo, social share bu]ons, E-‐News sign-‐up form)
Geo-‐tagging for travelling teachers
Blogging: the original social media Business Benefits: • Excellent fodder for social media • Builds and grows your reputa2on • It can be a wonderful public rela2ons tool,
a]rac2ng journalists/writers to your site • It’s great for your search engine ranking:
1) Regularly update with new content 2) Generate links from other sites
• Very useful for real-‐2me, real-‐life market research
Hypothe2cal • You write and publish a blog post. • You make sure that the page 2tle, descrip2on, tags and image alt tags are filled out.
• You post it to Facebook 3 2mes over 24 hours. • You schedule it on Hootsuite to post to Twi]er 6 2mes over the next 24 hours and once a month for the next year.
• You promote it in your next E-‐News. • You offer it to 3 other websites that it would suit, that are busy/ac2ve, that are talking to people you want to talk to.
850+ million worldwide users. Every month, more than
250 million people engage with Facebook on external websites
1. Op5mise your Facebook page design
Cover image: 851px by 315px Profile image: 180px by 180px
App thumbnail images: 111 by 74px.
2. Write a schedule of content
Images are the #1 thing most shared on Facebook.
Wednesdays are the days when people are most likely to share content (AddThis.com)
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 ar2cle on yoga
Entertaining content, such as video
Post an ar2cle on yoga
Post an ar2cle on yoga
Repost an image
Repost an image
Ask a ques2on
3. Include an easy ‘call to ac5on’
4. Know what your audience finds fun
5. Ask for feedback
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.
6. Be an original
a) Try something different
b) Be entertaining, be funny
c) Get fans involved in crea2ng content
d) Be encouraging, be relatable
Email marke2ng
• Quality and topical wri2ng • Contained in your inbox to be
read, filed, saved, printed (or Trashed!)
Share
What incen2ve are you offering people to give you their email address?
How will being an email subscriber differ from being a social media fan?
Reward them with exclusive offers and informa2on
Social media marke2ng • Mindless, unoriginal, sloppy • Live streaming – hard to
capture, hard to save, very tricky to target
Essen2al email elements 1. Be interes2ng! 2. Subject line, subject line, subject line 3. Personalise your emails (‘Hello Bunny!’) 4. Use images 5. Host your content on your website and link each newsle]er item
6. Don’t be shy about calls to ac2on (‘book now’, ‘call’, ‘read more’, ‘click here’)
7. Use an occasional plain text email for a targeted call to ac2on
8. Your full business address and contact details 9. An unsubscribe link 10. An ‘update your preferences’ link.
Top Free (or almost free) Marke2ng Tools Google: Gmail, Google Places, Google Analy2cs, Google Webmaster WordPress -‐ .org + .com YouTube Mail Chimp Vista Print Moo Cards Facebook Twi]er Instagram Pinterest Four Square LinkedIn Meet Up StumbleUpon
Develop…
• Your signature style • Your email list • Your social media following • Your website and search engine ranking • Your opinion • Your reputa2on
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?
Ideas are worthless
Implementa2on is everything
h]p://YogaReach.com.au h]p://Facebook.com/YogaReach h]p://Twi]er.com/YogaReach h]p://Youtube.com/YogaReach
