This document provides tips and strategies for online marketing for yoga and wellness businesses. It discusses developing a story and defining an ideal client, as well as content creation, distribution, and curation strategies across websites, email, social media, and video. Key recommendations include writing a clear schedule, using images and calls to action, optimizing for search engines and Facebook, and growing an email list through incentives. The overall message is that online marketing requires defining the value proposition and catering key messages across multiple mediums through useful, relevant content.

1. Online marketing intensive
For yoga and wellbeing businesses
http://YogaReach.com.au
http://Facebook.com/YogaReach
http://Twitter.com/YogaReach
http://Youtube.com/YogaReach

3. What’s your story?
• You already have skills, talents and experiences that are
valuable.
• You need to communicate clearly what is exciting
about yourself that people want to tell others about.
Something which is UNIQUE to you.
 What core ideas am I known for?
 What could be my flagship idea?
 What do people keep asking me about?
 What do people value in me?
 What benefits do I provide to others?

4. Your ideal client
• is ready for what you have to offer.
• makes a decision based on desire and not fear.
• will benefit the most from what you’re offering.
• values what you offer more than what it costs.
• is willing to pay more than full price (see above).
• shares similar values with you.
• looks to you as an
authority, expert, artist, visionary.

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

7. eople do not buy what you do,
hey buy why you do it.
Simon Sinek, ethnographer

8. Google’s Zero Moment of
Truth Report revealed that
the average shopper used
10.4 sources of information
to make a decision in
2011, up from 5.3 sources
in 2010
It doubled in a
year.
Those 10.4 sources range from TV
commercials and magazine
articles, to recommendations from
friends and family, to
websites, ratings and blogs.

9. Discount and I will love you right now.
Inspire me with insights, ideas
and personal service
and I will love you forever.

10. Content curation: RSS Feeds

11. Content curation: Google alerts

12. Content curation: Facebook

13. Content curation: Twitter

14. If your business is built on
relationships, make relationships your
business.
It costs
5 or 6 times
more
to acquire new
clients than retain old
clients
(Beyond Customer
Service, Crisp)

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

19. 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.

21. 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 is clear
5. The larger your site, the more important it
becomes to have a prominent search function on
the site
6. Ensure your web pages load quickly (dependent
on your hosting, image optimisation, Flash or
other slow-loading widgets)

23. The essentials of a good Google ranking
1. Search engine research to determine your target key
phrases
2. Meta info written in line with research
3. Links to your site from websites that rank well for your
target search phrases
4. Website regularly updated with quality content
5. Lower bounce rate
6. Relevant, enticing and engaging headings

24. 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.
A low bounce rate combined with a
high ‘time on page’ tells Google
that your site has satisfied the
searcher’s query.

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

27. 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

28. 1. Optimise your Facebook page design
Cover image: 851px by 315px App thumbnail images:
Profile image: 180px by 180px 111 by 74px.

29. 2. Decide on your strategy
Jan–Mar:
increase fans
Apr–Jul:
competition for
email sign-ups
Aug–Nov: FB to
be my 2nd
largest website
referrer
* Give days a
theme (Monday
manifesto, flexib
le Friday)*

30. 3. Write a schedule of content
Remember, content curation and content creation.
Images are the #1 thing most shared on Facebook.

31. 4. Include an easy ‘call to action’

32. 5. Think about the response you want
before you ask (& make it easy for people!)
- Question of the day/poll of the day (one-word answers)
- hot tip/quick tip
- did you know?
- guess the caption
- fill in the blank

33. 6. Tease people to entice them to click

34. 6. Know what your audience finds fun

35. 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.

36. 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

39. 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!”)

41. Top 10 Video Marketing Tips
1. Make it USEFUL and RELEVANT to your audience.
2. ‘Garbage in, garbage out’ – avoid ambient sound and light
your film.
3. Keep it short, get to the point in under 5 mins or, (better!)
under 2 mins.
4. Edit in a clear beginning, middle and end (save surprise for
the end). ‘Chunk’ or chapter delineate anything longer
than 2 mins.
5. Avoid still images and cheesy music loops. Keep text
graphics to a minimum.
6. Humour is valuable, but not essential.
7. Videos designed to encourage people to make a large
purchase need to be credible and compelling.
8. Share your videos with bloggers and websites.

42. Email marketing – growing your database
1. Offer a smart incentive in return for an email sign-up
2. Make it mandatory for clients signing up online
3. Put your E-news sign-up on every page (top right)
4. Consider a pop-up window with your sign-up incentive
5. On your Facebook page
6. Manually collect – where people sit
7. In your email footer
8. In your E-News itself
9. At check-out
10.Networking events
11.Turn your incentive into an ad

44. Secret email supercharge: Auto-responders
“ Your CD has been gently taken from our CD Baby shelves with sterilized
contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CD and polished it to make sure it was in
the best possible condition 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 celebration afterwards and the whole party marched
down the street to the post office where the entire 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 time 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!!

45. Essential email elements
1. Subject line, subject line, subject line
2. Personalise your emails (‘Hello Bunny!’)
3. Use images (and use ‘image alt tags’)
4. Host your content on your website and link each newsletter item
5. Don’t forget your calls to action!
(‘book now’, ‘call’, ‘read more’, ‘click here’)
6. Use an occasional plain text email for a targeted call to action
7. Don’t forget the essentials:
* your full business address
* your phone number
* your email address
* a ‘view in browser’ option
* a directive (or three!)
* an unsubscribe link
* an ‘update your preferences’ link.

48. 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.

49. 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

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

51. Message BEFORE medium
Keep your target 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?

52. Don’t get stuck on ONE MEDIUM
Cater your KEY MESSAGES to as many
different mediums as you can.

53. Don’t opinion-surf
Don’t ask all
and sundry
for their
opinion.
Seek
opinions of
those who
you respect.

54. Ideas
are worthless
Implementation
is everything

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