Marketing and yoga seem to be in a love-hate relationship. A number of yoga business owners have negative beliefs about anything to do with advertising their services.
Yet, it’s important to spread the word, and attract clients in order to keep your business going… and to grow it.
First off, Investopedia defines marketing as: “activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people.”
There’s nothing wrong with delivering services to people who need it. Now, no one can deny that there aren’t marketers who abuse some promotion techniques, or outright do them unethically.
Thankfully, there are many ways you can use marketing to promote and grow your business mindfully. Here are six of them:
1) Your target or ideal clients
Not all clients are created equal. What are the types of students you wish to work with, and who are the types of people that are more likely to want to work with you?
Answering these questions allows you to put your money, time and limited resources to good use. This is because, you’re not trying to go everywhere and appeal to everyone. It’ll be easier for you to find out which websites your target prospects frequent, newspapers they read, local places they go to, and so forth. As a result, you can connect with them where they are.
You’ll also be able to tailor your advertising messages to your ideal group of clients, allowing you to attract the people that are inclined to hire you, join your yoga studio etc.
Ideally, you can create a buyer persona, or in simple words, a profile of the type of clients you’re interested in. You do that by simply imagining a person – an ideal prospect – and creating a piece of document with information like their interests, needs, demographics, etc, and refer to it when you’re promoting your business.
Your buyer persona can include details like age, gender, job/role, hobbies, interest, challenges, photo/cartoon, etc. about the imagined person.
The better you get to know your clients, the better the service you offer, and the more successful your business becomes.
2) Be more engaging and less intrusive
Increasingly, we are getting irrelevant and annoying ads on the internet and the traditional media. You’ve probably even installed an Adblock plug-in on your browser.
Whether you’re using paid advertising, traditional media, or online marketing, it’s important to be relevant and educate your audience or prospects, and communicate the benefits and features of your service in an entertaining and engaging manner. This way, clients who value your offerings will be attracted to your ads.
3) Value proposition
What value will be delivered in your services or offers? It’s key to help your prospective students understand that. That motivates them to want to work with you, as they will be interested in improving their lives, and becoming healthier and happier.
This also avoids the need for false or deceptive advertising. In addition to that, offer great service and be as good as you can be. Satisfied clients will turn into brand advocates, promoting you to their circles, and helping you spread the work through word-of-mouth.
4) Put clients first
Conscious marketing should be more about the customer than the marketing strategy, the advertising techniques that you use, the competition, etc.
The needs and problems of your existing as well as prospective clients should drive your decisions. Knowing what your clients value the most makes it easy for you to tailor your messages and your service to suit their needs. You can do that by doing a simple research on your prospects, or by collecting feedback from your current students.
5) Core competencies
As a business, you have certain qualities and attributes that are unique to you. Your competitors can’t imitate your unique skills, resources, expertise, services, teaching styles, and so on. Those are the reasons for which your prospects choose you over other yoga businesses.
By observing how you stack up against other yoga teachers, and identifying the weaknesses and strengths of both your business and that of your competitors’, you can determine what distinguishes your business from others. Showcase that in your messages and marketing activities and your ideal clients will be naturally attracted to you.
6) Market actively
You’re probably familiar with the old saying “build it and they will come”. Unfortunately, that doesn’t work in today’s era of business.
If no one hears that you exist, and no one knows the values of your service, no one will come.
Whether it is email marketing, social media marketing, events, print, flyers etc., you have to ethically and strategically engage, network and get the word out on a consistent basis.
What are your thoughts on the elements of conscious marketing, and which idea have you found more helpful? Leave your comments.