Learn how to better serve your clients while earning more while doing what you love.
This one-day intensive course in Adelaide, May 16, unpacked the most effective online marketing strategies and techniques to help you pack your classes, fill your events and courses, and widen your reach by attracting your ideal clients.
On the surface, it’s about Facebook, websites, search engine optimisation, blogging and birds that go Tweet. But really it’s about attracting your perfect client, better serving their deeper needs and desires, and being rewarded accordingly.
Marketing in the 21st century is not all about promotions, discounts and hype-filled sales speak. It’s about gathering your tribe through content.
A business with a tribe makes marketing easier. You are not interrupting disinterested strangers but supplying information to like-minded, interested souls. Creating and curating content that aids and enables, inspires and motivates convert strangers into fans (who bring friends)!
Learn more: http://YogaReach.com.au
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)
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.
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)
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
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.
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
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.
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
…
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