(Above is the content of this blog in video format)
Yoga Teacher Training: Basics of Marketing
In today’s feature, we’re going to cover some basic principles of yoga teacher marketing. And you’ll also learn what I consider to be most important when it comes to understanding marketing.
Over the next five minutes, you’re going to learn:
- how to use the most powerful free tool for understanding who your yoga clients are
- what the latest research says as far as what motivates people to chose one brand over another
- You’ll also gain new skills and discover how to dissect successful marketing campaigns.
So, let’s get started!
If your dream is to make teaching yoga your career, or even just share what you know with a lot of people, marketing comes with the territory. Remember, self-promotion doesn’t need to feel icky!
The boom in the yoga industry has meant that teaching yoga can be a tough business to sell.
But with the RIGHT MARKETING APPROACH, you can set yourself apart from the masses in a way that feels natural and authentic.
“Marketing is the generous act of helping someone solve a problem. Their problem.”
Seth Godin – This Is Marketing
It’s time to get the word out and start shining a light on your skills and expertise so that you can share the magic of yoga with the world.
Step 1 – Getting to know your target market
The first step to creating effective marketing content is knowing WHO you are offering your services to.
What are their age and occupation? Desires and goals? Traits and characteristics?
How does one research this information? Facebook has made it easy with their free tool called “Audience Insights.”
This tool comes free as part of your Facebook business page ads manager. We’ll provide future training on the finer points of using this, so we won’t get into it now.
Yoga Teacher Marketing results on Audience Insights
Here are the results of a recent basic query we did on our Facebook Audience Insights researching ‘everyone on facebook.’
For Country, we’ll choose the United States, ages 18 and up, Women & Men, and people who like yoga.
We can see on the screenshot that 76% of the people who like yoga in the USA are women. Of those women, 26% are between the ages of 25 – 34.
To understand even more about our potential students, we can click on the ‘Page Likes” tab.
Here we discover that they like to buy groceries at “Whole Foods.” We can also see what bloggers and clothing brands they like; and even that their favorite politician is Bernie Sanders.
With this data, a picture of your potential students starts to shine through. Getting to know your target market and niche will help you massively in answering the next critical question.
Step 2 – How do your clients want to feel?
According to entrepreneur and marketing guru, Seth Godin, people want things because of “what it will do for them” and “the way it will make them feel”.
Research shows that people make buying decisions based on emotion far more so than on logic or reason.
If you want to engage your audience, emotional connection is key.
A study by neuroscientist Antonio Damasio found that impaired decision-making was associated with damage to the part of the brain where emotions are generated, suggesting that the link between emotions and choosing is part of our basic human nature.
“If you want to be the best in the world, don’t start by trying to create the best product or service. Start by figuring out how people want to feel.”
Bernadette Jiwa – Brand strategist and storytelling pioneer
So, HOW do your yoga students want to FEEL?
In January 2019, the website Eventbrite collaborated with OnePoll to survey 2,000 Americans on what motivates them to practice yoga.
A majority expressed a desire to release tension (54%) and get physically and mentally stronger (52%), while others said that they want to feel happier, have more “me” time, and feel less lonely.
People who are drawn to yoga also tend to value: sharing (empowering others, being part of a community, and bonding with people who share their perspective on life), self-care (eating right, staying in shape, and avoiding unhealthy habits, conscious living (looking after the environment, respecting nature, and helping others), and spirituality (a connection to something beyond the physical or material world).
What are some other emotions and values that are important to YOUR NICHE MARKET?
Have a look at the following successful marketing campaigns from the past. Can you guess what feelings they tap into? Become an expert at spotting emotionally-engaging content. Once you understand that products and services sell because of the way they make people FEEL, you can begin to design specialized marketing content that evokes emotions.
Online or off, it’s still about human connection
Do not underestimate the power of reaching out to your customers in a human and personal way.
By appealing to the right feelings, you can influence them to notice, remember, share, and buy your product or services.
Be mindful to look out for emotional marketing all around you, and ask yourself how they make you feel.
Next week we’ll bring you free content on growing your community on Facebook the right way. So you can have real fans that support your teachings and grow with you.
And we’ll show you how we built an active and highly focused Facebook following in under 1 month.
Remember, if you have examples of emotional advertising, please leave it in the comments.