Marketing a Yoga Business

By Navendu Prakash
YTT 200, student
Karuna Yoga Vidya peetham

Date- 5th June, 2021

 Marketing a Yoga Business

Context:

This might seem like a really simple question, but you’d be surprised how many people confuse
marketing, advertising, and sales;

“Marketing refers to activities a company undertakes to promote the buying or selling of a product or
service.”

The aim of any marketing strategy is to attract new customers (or in your case, students) to your
business and get them to buy your products or services.

There are tons of different approaches to marketing, both online and offline, with any good strategy
using various different marketing channels to reach out to their potential customers.

Whether you’re unsure on how to approach a marketing strategy for yoga retreats or you just want
some new ways of getting students into your studio. Before you can even think about how you’re going
to start your yoga marketing plan, you’ll need to have a good understanding of your target market.

Yoga Marketing Plan: Who Is Your Target Audience?

Having a clear target audience when marketing a yoga business takes out all of the guesswork and stops
you from wasting time and money on marketing materials that don’t reach the right people.

It’s not enough to simply choose a target market based on what kind of students you would like to
teach, instead, your decision should be based on the findings of market research.

Good market research involves communicating with your potential customers by carrying out
interviews, organizing focus groups, or using online platforms like SurveyMonkey.

This will allow you to ask questions about the typical profile of your target audience, including key
demographics like their age, gender, location, and income.

As part of this research, you should also ask more insightful questions, such as what yoga-related
products or services they would like a local business to offer.

Asking all of these important questions will allow you to identify a target audience and define exactly
what they are looking for from a yoga teacher or studio. From there, you can market your yoga business
as a solution to match those demands exactly!
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Yoga Teacher Marketing: Choose Your Niche

Once you’ve identified who your target market is, you’ll need to decide on a niche.

Having a niche is one of the most effective ways to communicate a clear brand message. By creating a
niche, you also create the perception that you are an expert in that specific area of Yoga.

This will attract students to your studio and in some cases make them willing to pay a little extra for
your expertise.

The unfortunate fact is that no matter how passionate you feel about a particular style of yoga if there is
already a studio near you that specializes in exactly that, the demand for your business just won’t be
there.

You could cater to a specific demographic, such as age or gender, or choose a style of yoga that your
target audience mentioned in your research.

If you want to think outside of the box, consider offering classes exclusively for a certain outcome,
like becoming a lower back pain specialist or improving mental wellbeing.

Marketing For Yoga Instructors: Decide On A Name & Logo

Once you have decided on a niche and what kind of products or services you will offer, your business
name and branding can say a lot about your business which is why it should always be considered as
part of any yoga marketing plan.

You’ll need a professional looking logo, which is why we have compiled all of the best fitness logo
tools to help you out.

Even small details, like the color scheme you choose, can say a lot more about your business than you
might think.

For example, the color blue is associated with peacefulness, water, and tranquility, and the color green
is commonly associated with nature and health. So, these colors would be perfect if you’re marketing
yoga retreats!

If you’re marketing a hot yoga studio, then reds and oranges might be a better option!
 Marketing a Yoga Business

Whatever your business, it’s definitely worth considering the connotations of colors when deciding on
the color scheme for your branding.

When you do pick a color, you’ll need to stick with it and use it consistently throughout every marketing
channel that you use. This makes your marketing strategy more effective and improves brand visibility.

Yoga Social Media Marketing

You don’t need to be an expert in marketing to know that creating a business profile on each of the big
social media platforms will benefit your business in some kind of way.

But there’s much more to marketing your yoga studio than putting up a post advertising your classes
every now and then.
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Research The Competition

Before you skip straight to posting on your socials, do your research and get familiar with each platform.

The four main social media platforms to consider are:

 Facebook
 Instagram
 LinkedIn
 Twitter

Each platform serves a different purpose, so remember that what does well on Instagram, won’t always
work on LinkedIn, Twitter, and Facebook.

For example, LinkedIn is a lot more professional with an emphasis on in-depth and informative posts,
whereas Instagram is very much about using aesthetic posts to grab attention.

To get a good idea of what kind of content will work on certain platforms, research what your
competitors are posting and how their content is performing.

Research which of your competitors performs the best on each platform, and don’t assume that the
brand with the biggest facebook page is also the most successful on all of the other platforms.

Once you’ve found the brands that perform the best on each platform, use their content and post times
for inspiration, but make yours better!

If there’s something that works really well for them, think about how you can make yours bigger and
better.

Say they’ve posted the occasional info graphic and had them shared tons of times, you need to make
yours more informative, more aesthetic, and more frequent.

Unsure on where to start with this research? It’s actually pretty simple!

Using Hashtags To Do Competitor Research

In a little bit, I will explain how hashtags can help potential customers to find your page.

But for now we’re going to talk about how you can search through Instagram hashtags to find your
competitors, as well as why you need to do this.
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Looking through relevant hashtags like “#yogainspiration” will bring up every post using that specific
hashtag, as shown below:
 Marketing a Yoga Business

Here you can see exactly what kind of posts are the most popular for these relevant hashtags, which is a
good indication of the kind of content that you should be posting.
 Marketing a Yoga Business

As you can see above, the same kind of content comes up for similar hashtags, such as ‘#dailyyoga’. This
shows that this kind of aesthetic and type of post is popular among yoga lovers.

If you then go through the images, you can learn more about how these accounts have used hashtags to
increase their reach and managed to get their post as a top for a hashtag with 10.1 million posts.

Using Captions & Hashtags to Improve Reach

Hashtags group together content, making it easier for users who are interested in yoga but don’t follow
you to find your page and your posts.

With the right hashtags, you can organically grow your page and gain tons of new followers that are
genuinely interested in the content you post.

Now that you know how to find the posts and profiles that are performing well for yoga-related
hashtags, how are you going to get your post to perform that well, or even better?

Getting your post on the top page for a hashtag as big as ‘#yogainspriation’ will massively improve your
reach and get your content viewed by tons more people!

If you want to improve your reach and grow your presence on social media, here are the best yoga
instagram marketing tips for great content.

Choose A Good Caption

During our research, we found that a lot of the yoga-related posts that performed well used
inspirational quotes as part of their caption.

These captions fit very well with the kind of aesthetic that is popular among yoga captions, and clearly,
yogi’s love them! The comments on this post are filled with yoga lovers sharing how much they love the
quote.

Comments are a brilliant way to increase engagement and ‘boost’ your post. Whilst no one can be 100%
certain on how social media algorithms work, it’s widely assumed that the more that users engage with
your post, the better it will perform.

A user's Instagram feed is a reflection of how users behave on the app, so the more somebody engages
with your content, the more your content will appear on their timeline.
 Marketing a Yoga Business

This is why a lot of successful yoga accounts use questions in their caption or try to start a conversation
within their caption, encouraging you to leave a comment! IL

DOWNLOAD

Using Localized Hashtags

Focusing on big volume hashtags like ‘#yogainspiration’ is really important to get your content seen by
as many people as possible and increase the number of followers you have. This is really important,
especially if you run an online yoga business!

But, smaller and more localized hashtags are equally as important if you’re a freelance teacher or if you
have your own yoga studio.

Say you have a studio based in Bangalore, you should be looking through the top posts for hashtags such
as ‘#yogateacherbangalore’ or ‘#yogisofsouthbangalore’.

Interact with Similar Accounts

Another way to build your social media presence, gain followers, and get more engagement, is to
interact with other accounts.

Just as you used hashtags to identify your competitors and find some inspiration for your own posts, use
hashtags to find the profiles of people that you think would be interested in what you post.

This can fellow yoga lovers, teachers, fitness influencers, nutritionists, the list goes on!

This strategy can apply to pretty much anybody that you think would enjoy your content, or anybody
with a big following of people who might like your account.

You should interact with these accounts by following them, commenting on their posts, and sharing
their content!
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How Do Interactions Help Your Yoga Instagram Marketing Strategy?

You're probably thinking that by commenting and sharing other accounts posts that you are helping to
grow their account rather than your own. Whilst this is technically true, this strategy will still benefit you
massively!

Commenting on the post of an influencer with a big following of yoga lovers will get your account seen
by everyone one of their followers that looks at their comments.

If your name keeps coming up alongside the yoga accounts they love, they’ll be intrigued and check out
your account.

This yoga social media marketing strategy works with smaller accounts too, as small brands and
influencers still have a really high level of engagement and their followers are usually a more niche
group of individuals. Ie, they’re specifically interested in yoga content!

Yoga Social Media Marketing: Be Consistent

As we mentioned when we talked about choosing brand colors and a logo, the importance of
consistency in marketing also applies to social media marketing!

Consistency is really important for all aspects of marketing in general, as it makes your business
recognizable to the audience and builds brand awareness.

Focusing on social media specifically, you should ensure consistency by using the same business name
and logo on every social media platform.

The more your target market sees your branding and message, the more likely it will be that they’ll
remember your brand. Then, when they’re thinking of a new yoga class to try, they’ll think of your
business first.

Follow the 80-20 Rule

When it comes to the kind of content that you post, plastering promotions all over your feed is not the
way to go. Instead, aim to follow the 80-20 rule.

There’s a reason this rule is raved about on tons of marketing blogs - it works!

According to this rule, 80% of what you post should be content that informs, educates, and entertains
your followers, and the remaining 20% should promote your products and services.
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The main goal of your yoga studio marketing plan is to promote and ultimately sell the products and
services your business offers, but a hard sell approach isn't always effective on social media.

This is why it’s important to create content that adds value to your followers' experience, whether that’s
by sharing an informative video, posting an info graphic with some fun facts, or even a good meme.

This encourages your audience to engage with your content as it welcomes comments and it is more
likely to be shared, which of course improves the reach of your post.

Plus, sharing facts and stats also allows you to show off your knowledge and market yourself as a real
expert in the field!

For the remaining 20%, offers and competitions are always a good way of getting an audience's
attention.

Creating urgency around your promotion is the best way to encourage the audience to take an action -
that is, make an enquiry or book on to one of your classes.
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Yoga Social Media Marketing: Collaborate!

The final tip for all things organic on social media is to collaborate with other brands and businesses that
have a similar target market to yours.

This works well for promotional content, especially competitions!

By collaborating with similar businesses, such as active wear and supplement brands, you can get your
content in front of an active and healthy audience that is more likely to be interested in your business.
 Marketing a Yoga Business

Yoga Advertising Ideas: Paid Ads on Facebook And Instagram

There are endless ways that your business can benefit from social media for free, but that doesn’t mean
that you can’t use paid ads, too.

The best tool for this is Facebook Ads Manager where you can set up paid ads for Facebook and
Instagram.

This platform is really easy to use, so don’t stress if you aren’t up to scratch with your marketing skills.

The platform allows you to set up yoga advertising to target a specific audience, with filters for key
demographics such as age, interests, gender, and location, so that your ads will be directed to your
target market.

Online Workshops & Webinars

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One way to turn inactive social media followers into leads for your business is to inform them of how
your business can benefit them.

The purpose of all yoga marketing strategies is to promote sales so no matter how many people see a
picture of your latest yoga pose, if nobody actually takes the action of enquiring with you, is it really
worth it?

To get your audience to want to come to your studio or visit your yoga retreat, show them why they
should want to do that!

Hosting a webinar where you discuss the benefits of yoga, the problems it can solve, and what is so
unique about you and your business, is a brilliant way to get people interested.

This strategy is especially effective if you’re setting up an online Yoga business.

You get to show off your expertise, share some valuable information, and basically explain why you’re
the best in the business.

You can advertise the date and time of your webinar across your social media pages, creating a
Facebook event, and counting down to the day of the webinar across all 4 of the main social media
platforms.

When it comes to hosting your online workshop, you can use IGTV, Facebook live, YouTube, or even
Zoom if you want to have more of a dialogue with the audience.

To turn your webinar audience into high quality leads, ask attendees for their contact information and
send some follow-up emails once the workshop is over.

The leads that you get from webinars and workshops are always high quality, as your audience are
genuinely interested in yoga in some way and actively seeking to learn more about the services that you
offer.

If your business isn’t based online and you feel a little awkward talking into a camera, that’s fine! Face-
to-face workshops are just as effective.
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Yoga Marketing Website: Why You Need One

Although you could technically run your yoga business through your social media pages, we strongly
suggest that you get a website for your business.

If you aren’t starting an online business, this isn’t absolutely essential, but having your own website will
allow you to expand your online marketing strategy and increase brand visibility!

Not only that having a website makes your business look more professional. A claim that is backed up by
a consumer survey which found that 84% of people think a website makes a business appear more
credible.

If you’re not convinced that paying for a web designer is a worthy expense at the minute, creating a
landing page is a good alternative to start off with.

With the likes of Mailchimp, you can build a professional looking landing page for a fairly low cost and
it’s really easy to do.

Google My Business for Yoga Teacher Marketing

Every new yoga business should set up a Google My Business account.

It’s actually pretty shocking how many yoga teachers and even studios don’t have a Google My Business
account set up, especially considering how easy it is to set up, never mind how much it can benefit your
business for absolutely no cost.

Regardless of how big or small your business is, even as a sole trader, setting up a Google My Business
account is not something that should be overlooked as part of any good yoga marketing plan.

You can set up fairly quickly by following the simple steps at: www.google.com/business/

Once you’ve created an account, your business will show up on the map when a Google user searches
for services in their area. For example, if they search “yoga studio near me”, then local businesses will
come up in a list, right at the top of Google!

Top tip: once you’ve got your business up and running, maximize the benefits of your Google
My Business profile by asking your students to review you on Google!
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SEO & Content Marketing Tips for Your Yoga Business

Another way to rank for some key terms without paying for Google Ads, is to optimize your website for
SEO (search engine optimization).

SEO is a huge part of marketing and some of the processes can be confusing, but that doesn’t mean that
you should completely ignore it!

The benefits of being able to rank for important terms like ‘Yoga studio + LOCATION’ are too good to
miss out on.

Yoga Studio Marketing Ideas: Start a Blog!

Speaking of blog articles, another way of advertising yoga services that is often overlooked, is to start
your very own blog.

If you don’t have a website, then blogging isn’t an option right now, but it’s worth knowing about how it
can benefit your business, so don’t skip to the next step just yet!

Basically, the purpose of creating a blog is to write about the yoga topics that your target market search
for on the likes of Google and Bing.

As an example, here is this exact yoga advertising strategy being used by Yogaia, an online Yoga
coaching business:
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This blog targets popular keywords and search terms surrounding the topic of home yoga so that the
people searching for home yoga tips will land on the Yogaia website.
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This allows the brand to share their expertise with a potential customer, and it gives them the
opportunity to promote their online yoga services directly to somebody who is actively looking for
advice on practicing yoga at home.

Writing high-quality blogs that target the right keywords can be time-consuming, but if you can get
familiar with how to write a good blog yourself, it’s free!

Just as you did for your homepage and your sales pages, you can use Google keyword planner for this
kind of research.

From 'Best yoga retreats' to 'Pilates history', there are an infinite number of keywords out there for you
to use.

Obviously, you’ll have to spend some time writing your blog content, but unlike a social media post that
vanishes from a timeline in a number of hours, a well-written blog will bring traffic (and enquiries) to
your website for years.

This option is a lot more affordable than using Google Ads to rank for the relevant search terms. But,
that’s not to say you shouldn’t use Google Ads!

Yoga Advertising Ideas: Paid Google Ads

Starting a blog and setting up a Google My Business account are both brilliant (and free!) ways of
approaching your online marketing strategy, but that doesn’t mean that you shouldn't consider using
paid Google ads, too.

Think about it logically, if you wanted to find a local business, say a personal trainer, what would you
do? You’d google it.

Your target market does the exact same thing!

By using Google Ads, you can ensure that when your target market inevitably searches for something
along the lines of “yoga teacher near me” or “yoga teacher + location”, your business is the first that
they see!

Although Google My Business can help out with this, if there are businesses in your area using paid ads
for these search terms, Google My Business results are pushed further down the page.
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How To Use Email Marketing for A Yoga Business

Once you’ve got traffic to your website, either through an organic approach like blogging, or through
paid Google Ads, what are you going to do with this traffic?

The easiest and most effective way of turning traffic into sales is to build an email list and utilize email
marketing.

As we mentioned earlier, you can acquire email addresses from the attendees from your online webinar,
but how else can you grow a good sized email list?

You need to think about how you are going to get the email address from the visitors to your website.

Obviously adding an email form on screen is a good way to collect contact information, but how are you
going to make somebody want to give you their email?

Think about what you can offer for free.

You’ve probably already come across something like this if you read health and fitness blogs at all.
Usually, yoga teachers or personal trainers will offer a short guide for free in exchange for your email
address.

Think about something of value that you can offer for free, and plenty of users will share their email
address with you in exchange.

This can be as simple as a branded PDF guide or yoga-related content that is exclusive to those that sign
up to emails.

Once you’ve built an email list, what now?

Getting the email address is the hard part, so if you get even one email address from this,
congratulations on your new lead!

The next step is to decide how you are going to approach email marketing, how often and when you will
reach out, and what you will send.

A hard sell approach will likely put people off and have them looking for the unsubscribe button straight
away. Instead, an informative newsletter is always a winner.

In terms of how often you should reach out to your subscribers, think about how much it can annoy you
when you receive constant emails from a brand. You don't want to be that person!

Sometimes, less is more, and when it comes to email marketing, quality is always better than quality.
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Create good quality newsletters filled with useful information and valuable content and send them out
consistently but not too frequently.

Depending on the size of your business and how much time you have to write this newsletter, this could
be a weekly, bi-weekly, or even a monthly email.

Marketing A Yoga Business Offline

If you only take one thing away from this article, let it be this - online marketing is not the only way of
marketing yoga retreats, studios, or 1-1 classes!

Yes, social media and Google are great ways of getting the word out there about your brand and your
services, but that doesn’t make offline strategies any less effective.

Stuck for offline yoga marketing tips? Check out our suggestions below!
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The class experience results into ‘word of mouth’ marketing:

Remember marketing strategy helps you bring in leads and student. Retaining them and giving
them a life time experience will help you retain the student leading to word of mouth
marketing. Make sure that every class is an experience itself for the students.

To ensure that the students experience the quality teaching environment and professionalism
below are the approach one can adopt. This is from beginners’ class perspective:

Teaching beginners should be a very rewarding experience for both the teacher and the students.
Most beginners come to yoga to improve their physical health and/or to reduce stress. As a
teacher it is important to take some time with each student that enrolls in the beginners series
class to understand why they are taking the class, what they hope to get out of the class, what
previous yoga experience they may have and any pre-existing conditions or health issues they
may have

The intention of this beginner’s series program is to introduce fundamental concepts of yoga and
yoga poses (asana) to develop strength and flexibility, preparing students to move into beginning
level yoga classes. Using asanas along with breathing (pranayama) and introduction to
meditation the course will focus on developing breath awareness, linking movement to the
breath, developing concentration and balancing effort and ease. The classes will be conducted in
a safe, welcoming environment that challenges without being intimidating and provides a
rewarding experience for the beginning yoga students.

The series starts with an introduction and an overview of the program. The intention for the first
class is to develop breath awareness, and then start to link the breath and movement through
basic supine, standing and seated postures. Each successive week the class will introduce new
asanas and a new intention while maintaining a consistent class format throughout the series

Common Challenges for Beginners

 Lack of body awareness

 Tight hamstrings
 Tight hips
 Weak back
 Lack of core strength
 In older students these limitations may be more pronounced
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Tips for Teaching Beginners

 Meet students where they are at.
 Teach students not poses.
 Make it safe, interesting and fun.
 Make it challenging without being intimidating.
 Keep the format consistent from class to class.
 Focus on fundamentals, breathing, grounding, inner focus and concentration. –
 Emphasize connecting the lower body, feet and legs, to the earth. Teach standing poses and hip
openers to ground the students.
 Repetition is more important than holding postures
 Teach how to get in and out of poses, limiting set-up to three cues, and then focusing on one
key action at a time.
 Beginners need to be taught breath awareness and inner focus to withdraw their attention away
from external stimuli.
 Tell them exactly what you want them to do, do not give them choices.
 Be aware of students pre-existing conditions or health issues and teach them how to modify
poses for their conditions.
 Include Savasana in every class.
 Building up confidence is important in beginning classes, so stick with the basic poses and with
sequences that are simple to follow.
 To practice correct form can be very challenging even in basic postures; take the time to teach
the pose properly from the ground up, and to observe whether or not the students have
understood and been able to respond.

Asanas:

Asana practice improves structural stability, physiological and emotional health. Structurally, it will
improve stability, strength, flexibility and alignment. Physiologically, practice will balance neurological
and hormonal activity, strengthen cardiovascular and respiratory systems and strengthen the body’s
immune system. Emotionally, practice will increase self-confidence, help us become more tolerant,
compassionate, accepting of change and appreciate life.

The essential qualities of asana practice were defined in the Yoga Sutras by the sage Patanjali. These
qualities are “Sthira”, to be firm, stable, alert and present, and “Sukha”, to be at ease without pain or
agitation. According to the Yoga Sutras our ability to be alert and present in asana is through the breath.
Through the breath we link the mind to the body. Our asana practice needs to balance the effort of
stability while being alert and at ease without agitation.
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Asana practice is a means of developing and deepening self-awareness which is the key to the process of
transformation. One can use asana practice to develop understanding of the mechanisms that are
responsible for our present condition and use that information to improve the functioning of the body’s
systems and their interaction with each other.

Repetition versus Holding

Asana practice for beginners should include the repetitive movement into and out of the asana postures
and the holding of the postures for a short period of time. Repetition alternates between contracting
and stretching muscles to increase circulation and improve flexibility and strength. Repetition prepares
the student for holding postures for extended periods with minimal resistance. Repetition helps
students notice habitual movement patterns and develop new ones that are adapted to structural and
functional needs. Musculoskeletal and neuromuscular is significantly improved through repetition. On
the other hand, holding postures significantly improves inner purification and physiological
transformation.

The body must be sufficiently prepared for longer holding or else it will be impossible to hold or not
beneficial and actually reinforce existing conditions or create additional stress and tension. To ensure
students are using their asana practice to transform they need to bring full attention to the relationship
between the breath, the movement and the spine. Instead of focusing on the external form of an asana
posture, the students focus and feel from the inside how the body is responding to the movement. This
develops and experimental quality to the practice that will help the student learn, grow and progress

Adapting the Practice

Adapting the practice to meet the needs of the student provides the means for making asana postures
accessible. Breaking the pose down into smaller parts is an excellent way to help students learn a
posture. Using props to make the poses more accessible is beneficial to students who do not have the
flexibility or strength to get into correct alignment. Some examples of adaptations are:

 Elevate the buttocks in seated postures for tight hips to facilitate the forward rotation of the
pelvis to help safely stretch the low back.
 Use blocks to “raise the ground” for students that can’t reach the mat in forward folds
 Use a wall for students to stand against in Tadasana to feel correct alignment. The wall is also
excellent for assisting in learning balance postures, open hip standing postures and variations
for Adho Mukha Svanasana.
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The Breath
It is important to have beginners bring awareness to their breath. In asana practice the main focus of
attention should be on the movement of the body through the breath. All movement in asana should be
initiated by the action of the breath. Movements linked to inhale are: raising the arms, expanding the
chest, arching the back, moving into backbends and extension postures and straightening the spine from
a forward fold, a twist or lateral stretch. Movements linked to exhale are: lowering the arms,
compressing the abdomen in forward folds, twists, and lateral stretches and moving out of backbends.

The conscious control of the breath allows the student to link her attention directly to the movement of
the spine which is the core of all movement. The student then move consciously rather than moving
mechanically thus bringing a deeper awareness to all movements. This helps the student develop an
internal focus rather than focusing externally on the form of the posture and allows him to feel from the
inside how the body is responding to the movement.

Sequencing the Class

Teaching beginners like teaching all students needs to have a well-conceived sequence to facilitate an
effective class. Following the general principles of vinyasa krama a class should move progressively from
the gross to the subtle, from external to internal, from simple to complex and from easy to more
challenging.

 Set an intention for the practice. In teaching beginners it may be working on grounding, linking
movement to the breath and using a particular asana group such as standing poses or forward
folds.
 Be efficient, Limit the number of postures and link your postures to achieve the intention of the
practice.
 Focus on linking the breath with the movement. Maintain a smooth, deep, even breath pattern
throughout the practice. Draw the students’ attention back to the breath repeatedly.
 Make transitions smooth. Sequence warm-ups, standing poses, seated poses and lying poses in
groups and avoid moving up and down from standing to seated or lying and back again multiple
times.
 Use rest appropriately with beginning students. Watch the class and provide for recuperation
and bringing the breath back to a smooth steady pattern when needed.
 Always teach Savasana.
 Marketing a Yoga Business

References:
-Digital marketing content – open source

-Light on yoga- BKS Iyengar

-Study material- Karuna yoga vidya peetham

OM Shanti, OM Shanti, Om Shanti hi!!