Post on 21-Jan-2015
description
Online Marke+ng Intensive For yoga and wellbeing businesses
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 connec+on – a bright idea – energy and passion ~ Key Person of Influence, Daniel Priestley
Content NewsleWers Blog posts Comments on social media Ar+cles E-‐Books E-‐programs & E-‐course White Papers Videos
Distribu+on Email marke+ng TwiWer Ar+cle 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 declara+on (more on that later….)
Content MUST be:
Useful
Relevant
Valuable
(to your ideal clients)
Today’s marketers are storytellers
Why content marke+ng?
Reach
Why content marke+ng?
Authority o More loyal clients o More media
opportuni+es o More business
opportuni+es 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 marke+ng?
It costs 5 or 6 +mes more to acquire new clients than retain old clients
(Beyond Customer Service, Crisp)
Why content marke+ng?
Google’s Zero Moment of Truth Report
showed the average shopper used 10.4 sources of informa+on to make a decision in 2011, up from 5.3 sources in 2010
It had doubled in a year.
Expecta+on
No-‐one has the unique blend of talents, altude, experience and perspec+ve 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 ques+on (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 consulta+ons booked, 5 days per week.
o Eg: Fill all 15 spaces at my luscious retreat in Bhutan in September.
Blogging
o Solici+ng feedback
o Commen+ng
o Integrated with social media
o Can be in depth or casual
o 250 words +
Ar+cles o Not necessarily
solici+ng feedback
o No commen+ng
o Integrated with social media
o Tends to be in depth
o 500 words +
NewsleWers o Solici+ng feedback o No commen+ng
o Somewhat integrated with social media
o In depth or sales-‐y
o Varied lengths
o Read in an email program
o AWract new leads o Converts prospects into clients o Increase understanding of your goods/services o Strengthen rela+onships with exis+ng clients o Drive people to opt-‐in to your email list o Rank beWer on Google for your niche/specialty o Become an industry leader o Get more speaking engagements o Differen+ate your business o AWract press.
Why blog?
Recommended blogging tools
Blogging essen+als
² Start! ² Blog at least once a week ² BeWer to be slow and steady than burn-‐out ² Write in batches and prepare a stockpile of evergreen content
² Use ques+ons 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 (educa+onal or instruc+onal).
o Write 5 topics related to overcoming barriers to purchase (avoid the obvious – +me, 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), TwiWer (x 6), Google+ (x3), Instagram (x1), Pinterest (x1), LinkedIn (x3). Some of these can be scheduled through Hootsuite.com
o Facebook & TwiWer 1-‐2 +mes a day, 5 days a week o Email newsleWer once a month +med to promote one in-‐depth ar+cle published on your website
WARNING! Don’t freak out.
11,131,000 Aus users
Every month, more than
250 million people engage with Facebook on external websites
Op>mise 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 ar+cle on yoga
Entertaining content, such as video
Post an ar+cle on yoga
Post an ar+cle on yoga
Repost an image
Repost an image
Ask a ques+on
(see page 11 on your Content Strategy and Schedule)
Include a simple ‘call to ac>on’
Think about the response you want before you ask (& make it easy for people!)
-‐ Ques+on of the day/poll of the day (one-‐word answers) -‐ hot +p/quick +p -‐ did you know? -‐ guess the cap+on -‐ fill in the blank
Tease people to en>ce 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 promo>ons
a) Try something different
b) Get fans involved in crea+ng content for your promo+on
c) Keep the ask on par with the prize
• List 10 problems, worries, issues or frustra+ons 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
frustra+ons.
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 Ques+on a common assump+on o “What ______ taught me about ______” o Lists “5 ways to get to sleep – fast!” o Ask a ques+on 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 promo+on
Educate
Demonstrate exper+se
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 op+misa+on helps you achieve high page rankings.
1st: Research is inescapable
2nd: You need to know what you’ve got
3rd: If you have a physical premises, add a Google Maps lis+ng
(called ‘Google Places for Business’)
Remember, you are en+cing people to click
Navigate or detonate 1. First impressions count
a) Professional design b) Not too crowded
2. Less is more with your menu, so priori+se!
3. Think about what ac+ons 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 essen+als of a good Google ranking
1. Search engine research to determine target phrases
2. Meta informa+on wriWen in line with research (page +tles, page descrip+ons and alt tags for images)
3. Easy to navigate 4. Regularly updated with quality, relevant content 5. En+cing and engaging headings, short paragraphs 6. Links from other websites that rank well for target search phrases
7. Reliable hos+ng 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 ‘+me on page’ tells Google that your site has sa+sfied 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 +tle. 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 Gen+le, 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 prac+ce will not give you the results you deserve. A course which calls for commitment to regular prac+ce, with a solid founda+on 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 star+ng to feel invisible and have their confidence eroded. We will hike, eat, do yoga, dance, meet the locals and learn Buddhist medita+on, while reaffirming ourselves, witnessed by each other … and the mountains.”
So, I’ve created …
This is your ‘call to ac+on’. 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 Declara>on Barometer
Before you send anything, first ask: “Would I send this to a friend?”
Communica+on is not what you say, it’s what people hear
You must priori+se 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 complexi+es for later).
Growing your database 1. Offer a smart incen+ve (free gi{) in return for an email
2. Ensure you E-‐News sign-‐up is on every page of your site (some+mes in mul+ple 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 mul+ple free gi{s 7. Add your sign-‐up to your personal email footer and in your E-‐News itself.
Exercise in pairs: email incen+ve
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 newsleWer topics Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Don’t forget: 1. Your high-‐value items 2. Promo+ons 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 contamina+on-‐free gloves and placed onto a sa+n pillow. A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condi+on 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 celebra+on a{erwards and the whole party marched down the street to the post office where the en+re 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 +me 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 beWer by segmen+ng 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 ac+on! (‘book now’, ‘call’, ‘read more’, ‘click here’)
6. Use an occasional plain text email for love declara+ons 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 preconcep+ons or misconcep+ons to correct or overcome?
o Who is influencing your ideal client before they reach you?
o Do you need to beWer explain the ‘how’ of what you offer?
o Are you dis+nct and different from your compe+tors?
How will you stay inspired to create and curate
Relevant Useful Valuable
informa+on for your ideal clients?
Content cura+on: RSS Feeds
Content cura+on: Google alerts
Content cura+on: Facebook
Content cura+on: TwiWer
Congratula>ons! 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
Implementa+on
hWp://YogaReach.com.au hWp://Facebook.com/YogaReach hWp://TwiWer.com/YogaReach hWp://YouTube.com/YogaReach