Yoga Reach's DIY online marketing workshop slides from Sydney face-to-face course, held Feb 24, 2012. Topics covered: • The story behind your business and why you need one • The secrets of website marketing • The essentials of gaining a good Google ranking • How to use Facebook for business effectively • Video marketing basics • The importance of sharing (and caring) • How to do it day-in, day-out. Register your interest in attending this course: http://www.yogareach.com.au/online-marketing-course.html/

1. DIY (face-to-face) online
marketing workshop
For yoga and wellbeing businesses
http://YogaReach.com.au
http://Facebook.com/YogaReach
http://Twitter.com/YogaReach
http://Youtube.com/YogaReach

3. Exercise (in groups): What’s your story?
One at a time, introduce your target client to the group.
Then tell your business story to your target client while your
group actively listens.
Group members to point out:-
1. What is particularly good or memorable?
2. What is potentially problematic?
3. Does it speak to their target client?

4. Content Distribution
Newsletters Email marketing
Blog posts RSS feeds
Comments on social media Twitter
Articles Article directories
E-Books Facebook
White Papers Book-marking sites
Videos Other ‘share’ sites

5. Discount and I will love you right now.
Inspire me with insights, ideas
and personal service
and I will love you forever.
It costs 5 or 6 times more
to acquire new clients than retain
old clients
(Beyond Customer Service, Crisp)

6. If your business is built on
relationships, make relationships your
business.

7. Content curation: RSS Feeds

8. Content curation: Google alerts

9. Content curation: Facebook

10. Content curation: Twitter

11. Exercise (in groups):
Who is your client?
What makes them sing?
What are their fears and stresses?
What makes life easier for them?
What would they find useful to know?
CLUE:
What issues do you see arising again and again
from your clients? (they don’t have to be yoga-related)

12. Looks count
Internet users take
1/20th of a second
to decide whether they like
the look of a website

13. Exercise (alone)
What is your business REALLY offering clients (not
who, what, when, where, why)?
What is THE most important message to communicate?
What are the next 2 most important messages to prioritise?
What are any major obstacles/objections that must be
overcome for your clients and potential clients to purchase
from you?

14. Google.com & Google.com.au power 87% of searches in Australia
(Feb 2010).
1 billion for the first time in May 2011.
Unique visitors to Google topped
Half of all searches are abandoned after the first page of results and
80% are abandoned after the second page.
Search engine optimisation helps you achieve high
page rankings.

16. Tips to improve your website bounce rate
1. First impressions count: professional design
2. Ensure your on-page content is relevant to your meta
information
3. Maintain top rankings for your business name
4. Ensure your navigation/menu is clear
5. The larger your site, the more important it becomes to
have a a prominent search function on the site
6. Ensure your web pages load quickly – this has to do with
several things - the structure of your site, whether your
images are optimised, whether you have flash or other
technology and how good your hosting is

17. The essentials of a good Google ranking
1. Search engine research
2. Meta info filled out in line with search
engine research
3. Regularly updated with quality content
4. Lower bounce rate
5. Relevant, enticing and engaging headings

18. The secret of gaining a good Google ranking
Make your website visitors happy!
Google’s job is to give people the
info they seek – and quickly. So a
great website that people stick
around and read tells Google you
have satisfied the searcher’s query.

19. Every month, more than
250 million people
engage with Facebook on external
websites

20. March 2010 –
Facebook’s overall web traffic
surpassed Google for the first
time.
Google gets around 9.3%
of all world wide web
traffic, while Facebook gets
just over 7%.
11,131,000 Aus users

21. 1. Optimise your Facebook page design
Urgency, exclusivity,
mystery (with the
540px blacked-out section)
height
by 180px
width

22. 2. Decide on your strategy
EG:
Jan – March: increase
fans
Apr – Jul: promote
giveaway in exchange
for email sign-ups
Aug – Nov: make
Facebook my 2nd
biggest referrer of
traffic to my website

23. 3. Write a schedule of content
Monday Tuesday Wednesday Thursday Friday Saturday
Community MY blog or Picture with Link to Yoga video Funny
info website quote helpful info picture
Remember, content curation and content creation.
Images are the #1 thing most shared on Facebook.

24. 4. Bake in an easy ‘call to action’

25. 5. Think about your desired response before you ask
(Make it easy for people!)
- Question of the day/poll of the day (one-word answers)
- hot tip/quick tip
- breaking news
- did you know?
- guess the caption
- fill in the blank
- Give days a theme (eg: flexible Friday, saucy Saturday)

26. 6. Tease people to entice them to click through to your website

27. 6. Know what your audience finds fun

28. 7. Ask for feedback on your business
a) Shows you care about your fans
b) Feedback can be invaluable and helps you test changes
before you make them
c) Creates excitement and curiosity about upcoming events
and changes.

29. 7. Be a rebel with your promotions
a. Try something different
b. Get fans involved in
creating content for
your promotion
c. Keep the ask on par
with the prize

30. Exercise (alone)
Name your objectives, in order of priority for Facebook.
Write out a month-to-month overview of your Facebook
strategy.
Write out a weekly schedule of content (Mon-Fri or Mon-Sat).

32. Exercise (alone)
Looking at your target client, write down 5 quick ideas that
they would find useful.
Looking at your target client, write down 5 quick ideas that
they could relate to.
Looking at your target client, write down 5 quick ideas that
could motivate them.
Exercise (in twos)
Now introduce your target client to your neighbor and listen
to their ideas for your clients.

33. Click to watch Joe
on Vimeo

34. Why Joe works
1. It was created by BodyMindLife fans.
2. The competition entries were able to be used by BodyMindLife – in
effect, their fans created their marketing materials.
3. The prize of a teacher training scholarship attracted people who were
BodyMindLife’s target audience – people hugely enthusiastic about
yoga who want to learn from BodyMindLife.
4. The effort required is perceived by entrants as less than the value of
the prize.
5. The entries and momentum of the competition attracted other
people to BodyMindLife through Facebook, Twitter, email
newsletters, etc.
6. AND, Joe is funny, cute and relatable (“shut up hippie!”)

36. Top 10 Video Marketing Tips
1. Use what you’ve got – film what you already do.
2. Make it USEFUL and RELEVANT to your audience
3. ‘Garbage in, garbage out’ – avoid ambient sound and light your film.
4. Save depth for a book or article – keep it short, get to the point in under
5 mins or, better yet, under 2 mins.
5. Edit your film so you’ve got a very concrete beginning, middle and end
(and save a surprise for the end). ‘Chunk’ or chapter delineate anything
longer than 2 mins.
6. Avoid using still images and cheesy music loops. Keep text graphics to a
minimum.
7. Humour is valuable, but valuable video does not require humour.
8. Videos to create general awareness of your business need to be
valuable, entertaining and short.
9. Videos that convert your audience into making a large purchase need to
be credible and compelling.
10. Jump start your views by sharing them with bloggers and websites.

39. Why do you think people share?
• They like to be helpful to their friends/family
• They hope to give something of practical value today in
the hope that you’ll return the favour tomorrow
• They have an incentive to do so, such as a prize
• They like to go ‘in the loop’ or ‘in the know’ to make
them important. You can’t show off information without
giving it away.

40. Exercise (in groups)
What are 5 things that you could share that you can
afford, and that illustrate what you’re good at?
In exchange for: ‘introduce a friend’
In exchange for: an email address
In exchange for: an email forward
In exchange for: a Facebook ‘like’
In exchange for: a Facebook ‘share’

41. The importance of sharing (and caring)
“I can do things you
cannot, you can do
things I cannot;
together we can do
great things.”
Mother Teresa

42. @PopeBenedictXIV on Twitter
14,451 followers, 12 Tweets

44. To register your interest in attending this
face-to-face course, go to:
http://www.yogareach.com.au/online-marketing-course.html