Bring up marketing to a typical yoga studio owner or teacher and you may be met with a blank stare. Far from a peaceful topic, many yogis struggle with yoga studio marketing, watching helplessly as class sizes shrink. If you are trying to find balance in your yoga studio marketing (and bring your students back to class!), keep reading.
Even though yoga first came to the U.S. in the late 1800s, it wasn’t until the 1950s that it began to take hold as both a physical and spiritual practice. When Swami Satchidananda opened Woodstock in 1966, the world was treated to mud-slathered ecstatic practitioners who have since flocked to studios all over the U.S. As of 2018, there were approximately 6,000 yoga studios in the U.S. This is not counting the wellness centers, community organizations, and independent teachers who offer private individual or small-group lessons out of their homes.
The rising popularity of yoga and the variety of places that offer this practice means that it can be hard to stand out in a sea of yoga pants and singsong “Oms.” Competition in this non-competitive practice is fierce, and yoga studio marketing is crucial to help you attract (and keep) new students in your area.
Marketing makes many yoga studio owners and teachers uncomfortable. They may think it’s manipulative or fake. For people who are used to assisting others in finding their authentic selves, this perception can turn them away from yoga studio marketing.
1. Capitalize on social media marketing
2. Build your Google profile
3. Use Google My Business
4. Promote with video on Instagram
5. Promote with video on Facebook Live
6. Build your email marketing strategy
7. Organize or participate in partnered events
8. Host themed yoga events
9. Use tools like ClassPass and MindBody
10. Consider Groupon promotions
11. Ask for reviews
But the truth? You can market your studio in a way that is genuine, whole-hearted, and completely true to your studio’s mission. Here are 11 yoga studio marketing ideas to try.
Yoga studio social media marketing is where authentic relationships with potential students are built off the mat.
An effective social media marketing campaign doesn’t focus on just fancy yoga clothes and complicated poses that represent a stereotypical yogi. The best campaigns explore what yoga means to students and deepens the conversation with them.
This means sharing content that reflects your studio and your students on a regular basis, with a solid focus on community building and your studio’s unique.
Google handles over five and a half billion searches a day, with almost 91% of the search engine market share across the globe. Your Google profile is your studio’s digital calling card, and it’s important to make sure the information is complete, compelling, and correct. Make sure to list your studio address, have a profile picture, and post studio hours. You can also link to your website for a complete class schedule.
Have more than one location? With the 900% increase in “near me” searches over the past few years, it’s crucial to optimize your Google profile for all locations, too.
Because very few yoga studio owners have money to spare, marketing yoga studio dollars may be scarce. Google My Business is a free tool that comes with your Google Business account. Announce promotions, add pictures, and publicize events, all for free, and all shareable to social media.
Just as a vinyasa links one pose with another using breath, so, too, does Google link other yoga studio marketing strategies so you get the most out of the time spent off the mat (and on your marketing!).
Now more than ever, consumers want to engage with businesses through video. Your Instagram account, whether you choose to use Instagram story ads and promotions or utilize their free tools, should regularly feature useful and engaging video content. Think breakdowns of poses, favorite teachers practicing a time lapse sequence, and anything else that reflects your studio.
On social media, video gets the best ROI of any other marketing strategy. If you aren’t already posting short clips, start now.
Instagram’s big brother, Facebook, also capitalizes on the benefits of video.
With 59% more engagement on video posts, including Facebook Live, in the ever-changing algorithm of what your followers see on their Facebook feed, video helps your studio stand out.
An email marketing strategy is a great way to engage with students on a regular basis. Think welcome emails, class reminders, blog posts, notifications of special events and promotions, and other useful information that your students might need.
Many of these can be set up and run automatically (i.e., welcome emails), while others might need more attention (e.g., special events or schedule changes).
Partnered events harness the power of not only your studio’s marketing efforts but also the marketing efforts of your partners. These can be a fun way to find students, such as hosting:
- Special classes offered in conjunction with a charitable fundraiser
- Partnerships between your studio and a community space youlove
- A donated class or demonstration at wellness-themed events
Choose what’s authentic for your studio and partner with people and products you support for best results.
Goat yoga? Cat yoga? Breath and brew yoga (free beer after savasana)?
Themed yoga events highlight your playful side and introduce your practice in a non-threatening way for students who may not be totally sold on the idea of yoga.
ClassPass and MindBody are two types of scheduling software used by studios to manage student data, deliver class schedules, and otherwise organize the studio.
Each have apps that students can use, and both can be linked to Perkville (if your studio offers that!).
Thoughtfully designed and implemented, Groupon can encourage new students to give your studio a try.
The trick is to keep them coming back, so take care when you design your Groupon.
These days, word-of-mouth marketing (WOMM) is some of the best marketing out there. Ask students to review teachers and classes on different platforms, including:
- Trip Advisor
Negative reviews? Make sure you respond compassionately and in a timely fashion.
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