Content Marketing for Yoga Entrepreneurs
You opened a yoga studio because you wanted to share the benefits of your practice with the world. Sure, you realized there was going to be some marketing involved. But more often than not, small business owners are taken by surprise by the sheer effort involved in promoting their endeavors.
Chances are you are “solopreneur”: started on your own, and grew to the point of opening a studio. Or maybe after teaching yoga for a while, you decided to become your own boss, and now hold group classes at public parks or your clients´ homes.
But to build a sustainable practice (and we mean $u$tainable), you´ll need to promote yourself. However, traditional advertising, where you tell others what an excellent teacher you are, feels ´salesy” and antiquated. It doesn´t resonate with who you are.
So, how do you promote your practice in a way that is authentic, effective and affordable?
The answer is simple. With content marketing.
Content marketing is very much suited to the principles of yoga. Here are some of these principles (as stated by the Chopra Center) and the ways they apply to Content Marketing:
“Law of Giving and Receiving: Giving and receiving are different expressions of the same flow of energy in the universe. Since the universe is in constant and dynamic exchange, you need to both give and receive to keep abundance, love, and anything else you want circulating in your life”
Translation to Content Marketing: CM works the same way. Self-centered content (the “I´m-the-best-my-studio-is-the-best” kind), does not resonate with your potential clients. It is not the seed of a loyal following. However, if you share something that will enlighten, inform or entertain, people will listen. Your clients are looking for solutions to their own problems (such as “handling lower back pain” or “dealing with stress”). When you serve them this information in a silver platter, they will take it.
Just after they have seen what you can do for them, they will consider you as a partner in their wellbeing. That´s when they will give back: they will inquire about a class, come visit or take a complimentary lesson.
“Law of Karma (Cause and Effect): Every action generates a force of energy that returns to you in kind. When you choose actions that bring happiness and success to others, the fruit of your karma is happiness and success.”
Translation to Content Marketing: The “actions” could be:
- Posting a picture on Facebook, Pinterest or Instagram
- Publishing a blog or print article
- Uploading a video of your signature routines to YouTube
Again, you want to bring “happiness” and “success” to others through your content. You want to post items that will help your clients and prospects improve their posture, their balance, their outlook in life. You will in turn be rewarded by their patronage and loyalty.
“Law of Intention and Desire: Inherent in every intention and desire are the mechanics for its fulfillment. When you become quiet and introduce your intentions into the field of pure potentiality, you harness the universe’s infinite organizing power, which can manifest your desires with effortless ease.”
Translation to Content Marketing: CM is not about randomly posting pictures or inspirational quotes. For it to work, it needs to be backed by a strategy. You must take a moment to think what your intentions are for posting this or that. What do you wish to accomplish? Is your intention purely self-serving? What kind of value is your content adding to your audience´s life?
Tips for effective content sharing for yoga practitioners:
- Share high-quality material.
- Post frequently and on a regular schedule
- Keep a consistent voice and tone through every post
- Choose your distribution channels per your audience
What kind of content should you create and publish? Ideas for “yogapreneurs”:
- Yoga poses make great Insta-pics.
- Speeded-up versions of a yoga sequence
- Inspirational quotes (preferably, branded with your logo and colors)
- Photos of you practicing yoga in interesting settings, and your thoughts
- Pictures of yoga gear, accessories and anything that can improve your fellow yogi´s lives
- Videos of your signature yoga routines
- Bios and fun facts about your studio´s teachers
- Blog posts which address potential and current client´s problems and interests
- Studio news, events, special training courses, promotions and wellness info
- Inspiration, education and an aesthetic that is consistent with your brand
- Use professional images
- If you use curated content, be sure to add some value to it
- You´ll need a scheduling tool so you can post on Facebook, twitter or any other channel at the right time and day, without interfering with your classes
- Review the analytics every week.
Who has the time?
That´s probably your next question. We know that between running the studio, sending e-mails, managing clients and keeping up with accounting while trying to deepen your practice, it will be hard to create top-notch strategic content.
You have two options:
- Get organized. Factor in the time it will take you to write one blog post per week, shoot decentish pictures and design graphics for social media and any other marketing outlets you choose. You´ll need to learn a lot about photography, video production, graphic design, and programming.
- Outsource. At rockpaperbrands we create epic content for San Diego solopreneurs. We will provide you with custom-made videos, photography, graphic design and copywriting for your social media, website, blog, websites, events and more. We can manage your communities and create content that will grow your brand and resonate with your tribe.
If you are looking to give and receive through your content, call us, and start your journey.