W5 – BUS 135
When I started practicing yoga, it was because my husband was looking to find pain relief for his physical conditions that was not by means of medications so he could continue his career in the military. He required a complete hip replacement, and because he was practicing yoga before the surgery, his body was better prepared before and after the surgery, for an excellent recovery.
With this, I became a certified instructor. The further I touched people and saw them discover empowerment within themselves, the more people I wanted to teach. I understood so little about how to utilize online marketing or social media; I could “look” at what I thought were good examples of how the “rockstars” of industry were marketing themselves on social media, though this was not enough. From my business background, I needed to learn and understand more, if I was to maximize the effects I sought to get people in the door.
I could also see studios that appeared to be lacking something; there was engagement with their loyal audience but not necessarily the types of individuals that I was teaching, however, I did not recognize how to assess what was missing from their marketing tactics. Their marketing, to put it nicely, was glitter, rainbows, and unicorns, which does have its appeal to some of the community. However there was a hole in touching people with fear and anxieties about practicing yoga. The marketing strategies were not answering these concerns to make their studios a safe place for all to explore the benefits of yoga.
Even Walt Disney appreciated the need to find out what his patrons wished to have fulfilled when coming to the parks, so to this day, Disney executives walk the parks every day to talk to the guests and employees to make sure they are meeting the desires of the guests.
As I started to set out a plan to open a studio one day, I knew it was necessary to be able to discover as many techniques to influence people that would like to come to my classes and then turn them into lifelong yogis. I desired to know more about the ” behind the scenes” of online marketing and how to utilize social media to drive traffic to the studio and realized that it was necessary to return to school to learn this before opening a studio. I would have better quality resources in place for success.
PERSONAL LEARNING NETWORK:
Facebook Marketing for Yoga Teachers: Online Course
October 26, 2015
Lucas is a yoga teacher trainer and a digital nomad who has created a business to help studios and teachers get the most out of using social media marketing to build their audience. He offers a podcast, free material, consulting, and training to help you double your market.
Lucas shares how to get your content seen on Facebook because even big companies like Nike get lost in news feeds. He explains there are strategies that will make Facebook like you more; that Facebook is not about commerce but about community. What I like is that Lucas states he dislikes complex strategies in designing your content.
I want to more than double my audience before I am ready to open a studio so I have potential students at the opening. I would like to understand more of Lucas’s strategies to create better engagement from followers.
Justin Micheal Williams and Karen Mozes
November 11, 2014
Yoga Journal’s resident business experts Justin Micheal Williams and Karen Mozes who are also dedicated yoga instructors have put together ‘Business of Yoga’ dedicated to educating instructors and yoga studio owners providing tips for using social media, growing your audience, and branding yourself are just a few of the topics.
Micheal and Karen in talking with teachers and yoga studio owners had a fundamental question, “Does social media really work?” Micheal and Karen made this quick educational video to explain two critical elements about marketing and branding yourself and social media should be used in creating content to promote yourself.
I had found Micheal and Karen’s videos before, and while they were helpful for me in regards with regards to of topic branding yourself, I had no concept what that would mean to me as an instructor. Micheal and Karen have videos on all topics of business and how to make it work with the yoga industry. Now that I have a better understanding of online marketing and social media I can incorporate their point of views into developing my strategies.
Published January 9, 2017
The embodiment channel focuses on life coaching, leadership, business training, stress management, and communication. Mark Walsh with “The embodiment channel,” talks about the benefits of online marketing for instructors or life coaches, that promoting what “you do as transformational types people” that makes your classes unique, is knowing the benefit of what you do. Know what you are trying to achieve so you can incorporate that into marketing material and promote yourself. So have a compelling offer and build relationships with people. Take time to assess your competition and be real about your marketing strategy, that if you do not have time to be consistent in your marketing then hire someone to do it for you.
If I want to grow my audience and design marketing strategies, I would follow Mark’s lead to research my direct competition in my surrounding communities to see if I can fill the gaps they may be missing. Mark has different tactics in his approach to strategies, I hope to utilize these resources to give me an edge.
Published on Mar 15, 2013
“If you take chance, if you take risks, that in those risks will come opportunity.” Do not be afraid to take opportunities that may scare you. Embrace fear, embrace risks, and embrace transparency. Morgan Spurlock is inspirational in his TedTalk about thinking outside the box in using branding. His humor about explaining how he used branding as the theme to create this TedTalk, which showed his behind the scenes of embarrassing moments in the project, is entertaining and his transparency of the risks he took for a movie is inspirational. I took his message about taking unconventional risks in your branding, and in telling your story, you will find your opportunity.
Published April 9, 2015
In his TEDxUNC 2015 talk, Naimul Huq discusses how he focuses on bettering the tools available to companies and making them more user-friendly in order to encourage customer interaction. He talks about marketing like creating a conversation about who you are and what you are promising the public with your brands. People have a strong attraction to trivial matters and put too much weight on negative influencers vs.”‘hearing” the value.
Naimul shares the emotion attached to pictures from another perspective in his telling of stories how marketers had to convince their clients about taking a different approach to influence consumers, that by creating your brand voice your clients will convert to a loyal following. I understand how incorporating these techniques are valuable such as peer-to-peer influencing. It is important to take apart your branding, and make adjustments, so that it will speak to your audience on an emotional level. I will use his ideas in finding my brand voice.
BLOG / TWITTER:#1
February 17, 2017
Higher Living Yoga blog is about teaching or coaching yoga professionals everything about social media to promote you or your website in the yoga community. They offer videos, webinars, and courses specific to the yoga industry. Matt Hall talks about how to use Affiliate Marketing to gain more revenue by marketing their products through your social media avenues. Affiliate marketing is basically a referral program that pays you to refer their products. Matt’s video takes you through the steps of how to join an affiliate program. This is not going to generate large amounts of revenue but can be used as an organic means to obtain extra funds that can be incorporated into your online marketing strategy.
Matt’s blog is about creating other avenues of revenue through your social media you are already using to promote yourself. I would focus learning these strategies and techniques that would bring engagement.
BLOG / TWITTER:#2
How to Be a Mermaid: Smart Sequencing for Naginyasana
November 21, 2016
The founder, Dr. Ariele Foster, is a doctor of physical therapy and a yoga teacher who has beautiful blog posts on yoga anatomy and how to simplify a pose, so people do not hurt themselves in class. This would be a blog post to follow for sharing other people’s content throughout my social media. The pictures and explanations are excellent. What I think is lovely about this blog post is that a free PDF is included with instructions on “How to be a mermaid.” Online mentorships, training retreats, and training for continuing education credits are available. For using other people’s content, I would share their blog posts and Twitter posts. From what I have seen on Facebook are that posts are mostly trying to have people make a purchase. The wording on Facebook feels like a sales pitch, and I lost interest.
BLOG / TWITTER:#3
ABOUT: Yoga Alliance is the largest international non-profit association representing the yoga community.
Yoga Alliance’s Twitter feed is perfect as an instructor for sharing other people’s content. They provide educational tools, community events, beautiful pictures, well-produced videos, content for teaching kids, and cross-promoting for equipment used in the industry. They share worldwide happenings in the yoga community such a charity helping refugees recover from atrocities through practicing yoga. Then there are also beautiful pictures with inspirational quotes to post to keep the “top of the mind” with your audience.
This is the best generator of other people’s content with high value for the marketer. I would add this to my content marketing strategy for fast, easy, and quality content daily.
BLOG / TWITTER: #4
Yoga Journal Twitter
ABOUT: Yoga Journal magazine, your go-to yoga guide for 40 years. Follow #YogaJournal for tips, inspiration and special offers you cannot resist.
Yoga Journal is another Twitter feed to find great content. Wonderful pictures, informational content, teaching resources for instructors, self-help tutorials for the yogis working on perfecting their poses. What Yoga Journal is doing differently from Yoga Alliance is Yoga Journal is putting #hashtags into their content to open conversation with the community.
I would use Yoga Journal for existing content to retweet . Having more resources to fill in gaps of producing everything for my own platforms will help find new followers. I would retweet this content to take advantage of the #hashtags to be a part of conversations and to build trust, branding and new followers.
BLOG / TWITTER: #5
The Beginner’s Guide to Meditation
ABOUT: DGGYST is a small business owner, ex-foster child, super wife, child & sexual abuse survivor, world traveler, amazing cook, and a financial mastermind who has gone from homeless to happy. DGGYST is an odds-beater, an ass kicker, and a name taker. (This I stumbled on while trying to find her name, her identity she does not seem to want to make public.)
So DGGYST Blog is about beauty, money, health, & DG Lifestyle with in-your-face humor from a real person perspective. When I stumbled on her blog for meditation, immediately I was engaged and laughed out loud. She talked about how hard meditating is for her but has value if you practice. Her personality in blogging mirrors my personality in teaching. I understand my niche of students that get ME and enjoy my non-traditional approach to yoga.
I am using this blogger for the entertainment value of her content. She speaks on topics I do not care to write about but I understand these areas are a part of real life.
March 15, 2016 @ 10:28 AM
Alice writes an article, for Forbes, about how the evolution of the yoga community in the United States is astounding, with measurable numbers of people practicing, greater prevelance of instructors and studios, to the amount of merchandise carried by retailers. Research has shown that the reasons people are joining in on this evolution, are that 56% of people surveyed do it for stress relief. People that do not practice but plan to soon, their reason is their interest in the basic enjoyment of yoga.
This article is great for content writing and using the studied demographics for audience reach.
Published on Jan 24, 2016
In this article shared by Seattle Yoga News from Yoga Alliance, a survey was completed in the yoga community that further breaks down the data about the people practicing. The survey studied the lifestyles of yogis, who are practicing, why they are practicing, and many more thought-provoking facts about the yoga community. This is an incredible treasure to use in creating content for marketing your brand throughout many demographics. Also to help reach more specific niches in the industry that a wide-ranging marketing campaign would miss.
Surveys are influential in designing content in your online marketing plan. Since each survey has targeted results, it is essential for essential for staying on top of current trends.
Originally published April 15, 2016, at 1:17 am
Updated April 15, 2016, at 6:39 am
LinkedIn has become the business world’s version of Facebook for finding potential clients and developing relationships in connecting through the LinkedIn network. Using LinkedIn as a career power tool to build a brand reputation in the digital world will help build a smarter network based on quality over quantity.
“It’s critical to sprinkle your personality in wherever you can on LinkedIn,” Sammons says. “That’s how you make the human connection and resonate with the right people.” Stephanie Sammons (“Linked to Influence,” Dallas consultant Stephanie Sammons)
This article showed me more of how to use my personal LinkedIn and goals to set for a business LinkedIn. The article explains that people using LinkedIn are looking at quality over quantity, that I should choose my content differently for LinkedIn, and that I should research the demographics of the professionals on LinkedIn with a connection to yoga.
November 9, 2016 @ 1:07 PM
Giving back to your community is a part of yoga, not just the in-studio community but also to organizations that affect your community. These two local ladies have found a newsworthy cause to share how they are incorporating giving back through their business. They have also created an opportunity for their students to be involved by just coming to a donation based class, a win-win for all.
This is not uncommon in studios to provide donation-based classes. My experience has been that studio managers and teachers are always focused in participating in charities and creative ways to include their students. What is important about the article to me, is knowing what my ‘local’ competition is doing; the bonus is that the local newspaper felt important enough to write an article about these ladies.
Tacoma News Tribune
While not always graceful, Gig Harbor football players reap benefits of yoga
July 14, 2016 @ 10:16 AM
(“None of us are very good at it, obviously,”_ said Gig Harbor senior defensive back Marc Fletcher. “We’re football players who do it twice a week, so none of us are very flexible. It’s a good team-bonding experience. It’s a good laugh, as a team.”
Flexibility is the main reason Chantler has included yoga as part of the team’s offseason regimen. The current instructor, Toria Southworth, is the older sister of Christian Southworth, who played for Chantler in the past.”) -excerpt from the article
I remember years ago, hearing about how a professional baseball league added ballet classes to the training schedule to add more grace, to the players’ movements improving, their performance, a crazy idea at the time. Now professional teams are finding the benefits of adding yoga to training to increase flexibility, focus on breathing, and work muscles that strength training misses. For this local high school football coach to incorporate yoga into the team’s off-season, it better prepares their bodies for the season and also continues building the team as a unit and helps to prevent injuries. I had already thought about creating classes for teens around seasons for the same reasons. To have a local article to add value to the credibility of the program, is a win!
(No published date/not from a credible resource for project)
I stumbled on this article from Wetravel, a company I had not heard of before that is all about travel with yoga on the agenda, creating a lifestyle of yoga travels for yogis but also for studios. Wetravel is a business page to help studios plan and implement retreats. Wetravel provides resources that can be added to your website for creating a booking page, collecting payments, and managing your bookings. I love finding this to make this available to my studio.
The article I found that Sander Sillavee wrote simplifies using Google to drive traffic to your content. I would use is this information by printing it out, to have ready as a 5-point checklist before publishing anything onto the internet. Think of it as CliffsNotes to finalize your materials.
EMBEDDED OR LINKED SLIDE PRESENTATIONS, BOOK REVIEWS, SOCIAL NETWORKING SITES: #1
Published October 25, 2012
Search Engine Optimization is important to drive traffic to your social media and should be practiced with every piece of content you are designing. So obviously the goal is to gain more visibility to your websites, posts, media, and tweets through ‘organic’, natural, or unpaid for ways through the internet. The bonus is the better you are at incorporating SEO’s the better the rankings in search engines to reach your audience. This is an area in online marketing that I do not have a strong grasp of and need to find more content to educate me.
EMBEDDED OR LINKED SLIDE PRESENTATIONS, BOOK REVIEWS, SOCIAL NETWORKING SITES: #2
Content Marketing Institute
Published October 12, 2016
Now that I am beginning to have an understanding of how online marketing works and the potential of reaching a wider market demographic and also having a strategy to find niches of followers, I need to work on content for the new audiences. Along with creating engaging content, there needs to be a strategy that I can work with as my business goals are beginning to expand the possibilities of creating an effective content strategy. From the few techniques that I have starting using to engage the audience, I have already seen momentum forward. The bonus is if I can continue that momentum without spending money!
EMBEDDED OR LINKED SLIDE PRESENTATIONS, BOOK REVIEWS, SOCIAL NETWORKING SITES: #3
Published December 2, 2016
Doesn’t everything in the world now rotate around Facebook? Our friends, our businesses, politics, if we are happy or disgusted with the world we need to check with Facebook first. This is the social media 800-pound gorilla that cannot be ignored in a marketing plan. Those that have mastered content but are still not getting seen on Facebook, is like asking do you really exist. So I need to have a content master plan with Facebook designed to engage, call to action, with a whole lot of cross-promoting back and forth, seems exhausting! I have read a lot of material and listened to videos that promise once you understand it, you can make things happen on Facebook!
EMBEDDED OR LINKED SLIDE PRESENTATIONS, BOOK REVIEWS, SOCIAL NETWORKING SITES: #4
Publish January 30, 2017
To organize your Facebook posts to bounce off your Twitter posts seems like a two-for-one strategy. This would be a valuable time-saving plan to have your Facebook and Twitter share content and then use marketers resources breaking down for optimal audience engagement times. This would be information I want in my back pocket. Definitely, I want to place my posts in time slots to increase audience engagement and conversation. This slide share gets straight to the facts without all the extra technical jargon. It feels like a cheat sheet.
EMBEDDED OR LINKED SLIDE PRESENTATIONS, BOOK REVIEWS, SOCIAL NETWORKING SITES: #5
published January 18, 2017
It was an unknown to me how to utilize Twitter as a resource for social media marketing. I understood the popularity of how many people were using it to interact with others, follow breaking news, or what the White House was saying today. The function that it could serve to driving traffic to my business remained a mystery. Even setting up an account and looking at the tools provided did not show inspiration on what to do with it. This Twitter workshop seems to break down the components to organize your account, and to know “what” and “when” to Tweet and other essentials for using this in your online marketing plan.
With an improved appreciation of how online marketing, branding, and posting to social media is so much more than just posting, posting, posting and they will come, I now realize in reality this has little effect in fetching the masses. I have learned my tactic to online marketing and promoting has altered dramatically with how I view content. I have begun to identify aspects of other people’s marketing that is inadequate. Though they perhaps, have the same mindset that I did.
Recognizing concepts in how to reach niches of demographics was inspiring so that I could communicate to them. Having a grasp of what quality content looks like, makes sorting and passing over inadequate information much more manageable, so as not to bore my audience with the quantity of inappropriate content, while providing information that will be liked and shared, and driving up my rankings.
Designing an online marketing strategy is so essential, to use the power of the internet to my fullest, to uncover a bigger audience, to convert them to followers and then to lifelong and loyal students in my studio.
I discovered that branding not only needed to be consistent across all media platforms, but I needed to look at it as my branding voice and how it speaks to people. Pictures speak 1000 words, not every pleasing picture is making the correct statement to your audience.
The reality is, there is so much more involved to being engaged with students through social media. Before, I relied on students to share class posts and hoped that through them that would expand interest in exploring my classes. It was thrilling to get a little bit of momentum of new people interested in what happens in my classes.
Reflecting back to conversations with yogis working with “types” of groups (i.e., cross-fitters, runners, cyclist, anxiety and depression) one-on-one I knew what I needed to tell them. I was not able to reach people outside the class and share how my services could benefit them.
The ability to access the smaller niches to share content, speaking their language into their worlds is essential also. Taking my online marketing strategies further and working ‘behind the scenes of the internet,’ I feel my presence will be better optimized in reaching different populations. In this way, I will have ability to have the same conversations that I have with individuals reach directly to the online public.