91% of consumers check their email every day. But if you’re looking to convert potential attendees from just opening your email to buying a ticket to your event you’ll need to stand out and highlight exactly why they should buy a ticket from you.
After all the excess of Christmas and looking ahead to the New Year, many of us will have the New Year’s resolution to improve our fitness or to shift a few extra pounds. This is the perfect opportunity to amp up your marketing for your class ready for January.
2018 saw a huge rise in the number of yoga classes available, from Hot Yoga to Goat Yoga. In the UK, “yoga” was one of Google’s most searched-for words in 2016, while the yoga and Pilates business brings in £812m a year, and rising.
Yet many yoga classes still face the issue of bringing in new clients and not knowing where to start in marketing their businesses. Drawing people into your class over others is now incredibly competitive. Due to this increase in demand, there is now so much choice for consumers to pick from.
Here are a few strategies to promote your yoga class:
UNDERSTAND YOUR STUDENTSThe best way to resonate with your students is to understand what really matters to them. So do as much research as possible into what they want and what they are looking to gain from attending your class. From this position, you will know where to place yourself against any competitors and discover what your USP (unique selling point) is.By crafting a focused message that reflects the views of your students or potential students, you will be creating a bond with them that will bring longevity to the relationship. It will be these more targeted messages that will differentiate your classes from others in your local area. It is also worth cross-selling your classes with other classes you may offer. Introduce students and potential students to other classes you feel they may enjoy. For example, if you have had a Hatha Yoga class that has been successful, maybe work out why that class is so popular from your students and then use that information to push, for example, an Ashtanga Yoga class to those looking for more of a challenge or a step up. If your students are looking to join the latest trends in yoga, why not look into offering more of the novelty yoga classes that are trending on various social media, or hosting a one-off novelty yoga event to introduce customers to your classes.
DEFINE YOUR BRANDOnce you have a good understanding of your audience you can channel that knowledge into your brand. Defining what you are early on will help you keep your message and ethos consistent. Is your brand focused on beginners getting into their yoga practice? Or are they experienced yogis looking to develop their practice further? It will be this definition that will make your class stand out from the rest. Use the information gained from your students to really hone in on what makes your classes uniqueAn effective way of defining your brand is to have a website built which explains everything about your classes, as well as having beautiful visuals created to coincide with it. It should be a visual representation of your class, reflecting its look and feel. It should also perform in converting visitors to students. By using plenty of ‘calls to action’ (‘sign up’, ‘enrol here’, etc.) it should direct them into converting themselves from visitor to your site to a potential student. Being explicit in how you wish to convey yourself to potential students, create a clear marketing message about who you are and what your brand has to offer.
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MAKE THE MOST OF SOCIAL MEDIA
- Create custom content. Instagram is mainly viewed on mobile devices, therefore, keep your content short and sweet with plenty of eye-catching imagery and video
- Social Media gurus Hubspot recommend the perfect post on Facebook being around 40 characters despite the 63,206 character limit, and Instagram hitting the sweet spot at around 125 characters
- Don’t forget to create a killer bio on all your social media platforms, include links to special offers or a sign-up page. Your Facebook banner is also a great place to promote, so keep that in mind when creating an amazing profile page.
Your event’s website – specifically the landing page/homepage – is the most critical tool for converting event awareness into converted event attendees. The design of your pages should help achieve this goal with a clear identity and message, an organized information hierarchy and stunning visual imagery.
Having great event photography can take your event promotion to the next level. Whilst the added time and effort may not initially seem like the wisest investment, having amazing quality images will make advertising and promoting your next event a thousand times easier in the long run.