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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	
  
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
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.	
  
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
11,489,600	
  Aus	
  users	
  
(March	
  2013)	
  
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
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.	
  
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
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	
  
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Show	
  people	
  what	
  you	
  do	
  
Launch	
  a	
  promo0on	
  
Educate	
  
Demonstrate	
  exper0se	
  
Entertain	
  (&	
  relate)	
  
Piggy-­‐back	
  
Tell	
  a	
  story	
  
Illustrate	
  a	
  story	
  	
  
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
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	
  
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.
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).	
  
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.
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.
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers
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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Online & Social Media Marketing for Yoga Teachers, Natural Therapists, Healers & Helpers

  • 1. Learn  to  Fly   Online  Marke0ng  Intensive  Course   For  Yoga  &  Wellbeing  Professionals  
  • 2. Barriers  to  learning   1.  “I  know  this  already”       2.  “This  isn’t  relevant  to  me”   3.  “I’ll  never  get  this”  
  • 3. $1  billion  per  year   Sales  in  Australian  natural  (complementary)   healthcare  industry  
  • 4. In  2010,     23%     were  online   By  2020,     68%   will  be  online   In  2006,   6%   were   online  
  • 5. Centralised  power     limited  mobility  
  • 6. To  own  your  own     factory  nowadays,     you  need:     –  a  computer   –  internet  connec0on   –  a  bright  idea   –  energy  and  passion     ~  Key  Person  of  Influence,     Daniel  Priestley  
  • 7. Content     Newsle[ers   Blog  posts   Comments  on  social  media   Ar0cles   E-­‐Books   E-­‐programs  &  E-­‐course   White  Papers   Videos  
  • 8. Distribu0on     Email  marke0ng   Twi[er   Ar0cle  directories   Facebook  &  other  social   media   Book-­‐marking  sites   Discussion/forum/ community  sites   RSS  feeds  
  • 9. 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….)  
  • 10. Content  MUST  be:     Useful     Relevant     Valuable     (to  your  ideal  clients)    
  • 11. Today’s  marketers  are  storytellers  
  • 13. Why  content  marke0ng?   Authority     o  More  loyal  clients   o  More  media   opportuni0es   o  More  business   opportuni0es   o  More  joint  venture   offers  
  • 14. 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)  
  • 15. 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  
  • 16. No-­‐one  has  the   unique  blend  of   talents,  antude,   experience  and   perspec0ve  as   GORGEOUS  OLD  YOU  
  • 17. 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?”)  
  • 18. People  do  not  buy  what  you  do     they  buy  why  you  do  it.   ~  Simon  Sinek,  ethnographer  
  • 20. 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.  
  • 21. 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  
  • 22. 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?  
  • 24. 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.  
  • 25. 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).  
  • 26. 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.  
  • 28. 11,489,600  Aus  users   (March  2013)  
  • 30. Every  month,  more  than     250  million  people   engage  with  Facebook  on  external   websites    
  • 31. OpAmise  your  Facebook  page  design   Cover  image:  851px  by  315px   Profile  image:  180px  by  180px   App  thumbnail  images:     111  by  74px.  
  • 32. Decide  on  your  strategy   Jan–Mar:       increase  fans     Apr–Jul:     migrate  people   onto  email   database     Aug–Nov:       2nd  biggest  web   traffic  referrer   website  referrer  
  • 33. 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)  
  • 34. Include  a  simple  ‘call  to  acAon’  
  • 35. 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    
  • 36. Tease  people  to  enAce  them  to  click  
  • 37. Know  what  your  audience  finds  fun  
  • 38. 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  
  • 39. 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  
  • 40. •  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.  
  • 42. Claim  your  @Hashtag  and  brand   your  channel  
  • 43. Follow  with  reckless  abandon  
  • 44. Talk  and  respond  to  people  
  • 45. Cull  and  create  lists  
  • 46. Automate  and  schedule   your  content  tweets  
  • 47. Retweet  and  share  others’   tweets         (When  they  are:    useful,     relevant     and  valuable     to  your  audience)  
  • 48. Hash  it  up  (but  not  too  much)  
  • 49. 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  
  • 51. Show  people  what  you  do  
  • 61. 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.  
  • 62. 1st:  Research  is  inescapable   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.
  • 63. 2nd:  You  need  to  know     what’s  happening  
  • 64. 3rd:  If  you  have  a  physical  premises,     add  a  Google  Maps  lis0ng   (called  ‘Google  Places  for  Business’)  
  • 65. Remember,  you  are  en0cing  people  to  click   Page  Atle  tags:     70  characters  max     (including  spaces)   Meta  page     descripAons:   155  characters   (including  spaces)    
  • 66. 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    
  • 67. 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)?    
  • 68. 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  
  • 69. 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!    
  • 70. 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?  
  • 71. 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  
  • 72. 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.  
  • 74. “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  …  
  • 75. “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  …)  
  • 76.     “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?  
  • 77. “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  …  
  • 78. 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  …  
  • 79. Your  name,  here.       “Me.”       With  all  my  love  …  
  • 80. Love  DeclaraAon  Barometer   Before  you  send   anything,  first   ask:     “Would  I  send   this  to  a   friend?”  
  • 81. Communica0on  is  not     what  you  say,     it’s  what  people  hear   You  must  priori0se     your  message   if  people  are  to  hear  you  
  • 82. 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).  
  • 83. 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. 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.
  • 87. 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.  
  • 88. 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!  
  • 89. 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  
  • 90. 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!!  
  • 91. 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  
  • 92. 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?  
  • 93. How  will  you  stay  inspired     to  create  and  curate       Relevant   Useful   Valuable     informa0on  for  your  ideal  clients?  
  • 98. CongratulaAons!       You  are  no  longer  just  a  small  business.     You  are  a  media  company.     (Take  a  long  lunch)  
  • 99. 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?  
  • 100. Think  MESSAGE  before  MEDIUM       Cater  your  KEY  MESSAGES  to  as  many     different  mediums  as  you  can.  
  • 101. Review  &  Analyse     Every  fortnight     Every  month     Every  3  months     Every  6  months       Every  year   If  it’s  not  scheduled,  it  doesn’t  happen  
  • 103. Ideas     are  worthless     without     Implementa0on  
  • 104. h[p://YogaReach.com.au     h[p://Facebook.com/YogaReach     h[p://Twi[er.com/YogaReach   h[p://YouTube.com/YogaReach