Yoga Reach online marketing intensive course, held in Sydney on July 3, 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 • Email marketing to pull it all together • Your marketing plan and how to do it day-in, day-out. Register your interest in attending our next course: http://www.yogareach.com.au/online-marketing-course Get in touch if you'd like us to come to your town or city to present this course: http://www.yogareach.com.au/contact All participants left with their own, necessarily-rough marketing plan.

1. Online marketing intensive
For yoga and wellbeing businesses
Sydney, Australia, July 3, 2012
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 create something exciting about yourself
that people want to tell others about. It’s going to have
to be UNIQUE to you.
 What core ideas am I known for?
 What could be my flagship idea?
 What do people keep asking me about?
 How do I help others?
 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 Book-marking sites
Videos Other ‘share’ 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
online.

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

16. 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.

17. 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

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

20. 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.

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

23. 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

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

25. 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,
flexible Friday)*

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

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

28. 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

29. 6. Tease people to entice them to click

30. 6. Know what your audience finds fun

31. 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.

32. 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

35. 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!”)

37. 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.

38. 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

39. 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!!

40. 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. An occasional plain text email has great power
7. Don’t forget the essentials:
* your full business address
* your phone number
* your email address
* a ‘view in browser’ option
* a call to action (or three!)
* an unsubscribe link
* an ‘update your preferences’ link.

43. 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.

44. 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

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

46. 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?

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

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

49. Ideas
without
Implementation
are worthless

50. Register for our next course:
www.yogareach.com.au/online-marketing-course