Yoga Marketing: Build a Comprehensive Strategy for Growth

Jan 12, 2024

Written by Sinead O’Connor, (she/her) BA Hons, RYT-200. She is a Yoga Teacher, Community Manager, and OfferingTree team member who lives and works in Calgary, Canada.

Expert reviewed by OfferingTree’s Studio Guy, Michael Jay

Yoga marketing. Before you fully react to that phrase, take a moment to reflect on how hard you’ve worked to painstakingly build your practice – stretching yourself, quite literally, beyond discomfort to achieve your dreams of starting a yoga business or studio.

In light of that, yoga marketing will be a breeze. Marketing your yoga business is simply the next step in your journey to bring your brand to life, foster stronger client connections, and set your business up for long-term, sustainable success.

In this article, we’ve compiled a treasure trove of yoga marketing tools, essentials, strategies, and ideas to help solo yoga teachers and yoga studios navigate the increasingly competitive landscape more confidently than ever – online and off.

Table of Contents:

Why You Need a Yoga Marketing Plan & What It Entails

A marketing plan is an essential business tool for growth for any business – and it’s one of the best ways to showcase your brand and studio outside of your class experience. Whether you’re an independent teacher or studio owner, a good, basic marketing plan lays the foundation for successfully promoting your yoga services, attracting ideal students, and building your brand presence (we’ll dive more into that in a moment).

Think of it as a strategic roadmap for how to promote your yoga classes, services, and brand. A solid marketing plan should cover your target audience/demographics, marketing goals and paths to achieve them, timelines and budgets for execution, and success metrics. We’ve provided a simplified version of this below to get you started.

  • Clarify Your Vision: Where is your business going? What are you trying to achieve?
  • Allocate Funds & Resources Appropriately: Where is your time/money currently going? Where should it be going? What are your other resources, and how are you spending them?
  • Understand Your Audience: Who is your ideal customer? What do they want in a class or teacher? Who shows up for your class? What is bringing them in?
  • Consistent Branding: Is your company’s look, feel, and voice the same everywhere (social media, advertising, signage, etc)? If not, why not?
  • Adaptable to Shifting Trends: Is your business flexible or rigid? How does it fit with current trends? What are the positives and negatives of this?
  • Maximize Your Reach: Are services you can provide not currently offered in your area? Is there an underserved audience you could target? Which marketing tools aren’t you using yet?

The ingredients can change depending on your needs. But ultimately, your yoga marketing plan should provide you with a fixed point to which you can always return for answers, strategy, focus, and accountability.

Learn Strategies for Successful Marketing and Filling Your Offerings

Watch our webinar with Stephanie Breaux-Bradley to get the full run-down.

Build Your Yoga Business Brand

You’ve probably heard the word “brand” quite often, and depending on where you’ve gotten your information, it can be confusing. Simply put, your brand is the consistent impression your business makes on your audience.

Your brand combines hard elements (like business name, logo, messaging, brand colors, etc) and human elements (you, your students, physical class space/environment, your community, how they talk about you, etc) to communicate your business’s unique personality and values.

Thoughtful branding is crucial for yoga businesses to stand out and connect with students. A strong, consistent brand allows you to attract your ideal clients who resonate with your mission, offerings, and style. For independent teachers, branding establishes your unique teaching methodology and experience. For studios, the brand embodies the atmosphere and community you aim to create.

  • Define Your Brand’s Personality: Determine the values, attributes, and tone you want your brand to embody. What feeling do you want to evoke?
  • Craft Your Positioning Statement: Summarize in a concise positioning statement what makes you unique and how you help students. This will guide your messaging and communications.
  • Design Your Logo: Your logo is a visual symbol of your brand. It should be memorable, timeless, and reflect your brand personality. Optimize it for digital and print use.
  • Define Your Visual Language: Establish a cohesive look through colors, fonts, photographic style, etc.
  • Build Your Voice: Refine your brand’s voice. Ensure your tone aligns across written content, social media, videos, emails, etc.
  • Be Consistent: Stick to the core elements of your brand identity in all assets and platforms. Consistency is key for recognition and connection with your audience.

Following (as many of) these branding best practices (as you can) will create harmony across your yoga business brand and help you develop instant recognition to stand out in your market and foster an emotional connection with your community.

Find Your Niche

Time for a hard truth: You’re probably not going to be everyone’s ideal yoga teacher. That’s a good thing! In your training, you probably found yourself drawn to certain practices or philosophies and developed specific skills and approaches that made you the unique teacher you are today.

And here’s the great news: there are students out there who want exactly what you have to offer – or, rather, something you can offer and just haven’t identified yet. You just have to find your niche.

What is a niche? Technically, it is a segment of the market that combines a specific set of interests, needs, or goals, like seniors, expectant mothers, or corporate executives, for example. Finding your niche as a yoga teacher is important because it allows you to tailor your classes, programming, and marketing to attract a target group you specialize in.

A niche also helps differentiate you from other generic yoga offerings. But finding your ideal niche can be tricky. Here are some tips to get you started:

  • Answer the question, “What kind of a yoga teacher am I?” Reflect on your practice. How has it changed? Do you wish anything were different? What’s your passion? Map your thoughts to understand better who you are as a teacher.
  • Brainstorm ideas related to your non-yoga-related passions. Your niche should align with your personality and fulfill a need for students.
  • Testing and evaluating is the only way to know if you’ve found your niche. Listen to your intuition and consider the long game, not just immediate results. Rest assured, niching your practice helps you find loyal clients who will bring value to you in exchange for the value you bring to them.

Digital Marketing Essentials for Yoga Teachers & Studios

With few exceptions, most potential students get information about yoga classes, teachers, and studios in the same place they get information about food, entertainment, and politics: online.

One social media account just won’t cut it these days. Most students search for local yoga classes on Google or Facebook, discover new teachers on Instagram, and prefer signing up for classes through studio websites or email newsletters.

Using digital marketing to establish your online presence across critical platforms gives you visibility and accessibility to attract prospective students. However, content is abundant these days. To be competitive, you’ve got to create something beautiful using a free, easy tool like Canva. Remember, beautiful doesn’t mean super design-heavy or complicated. Simple is often the most beautiful, so it’s okay if you don’t have design skills.

Digital marketing also allows you to showcase your personality and teaching style. You can convey the vibe of your classes through social media and beautiful website imagery. For scalable reach, digital is essential for growing your business and student community. While there are several digital marketing tactics available, you should ensure you’re always meeting these essential goals:

  • Increase website traffic: Your website is often the first place prospective students visit to learn about you and your yoga classes/services. Higher traffic makes your site easier to find and boosts SEO.
  • Increase awareness of your brand: The key to connecting with your target students is that the more aware people are of your teaching style, expertise, and offerings, the more likely they will seek you out.
  • Increase registrations and signups: Marketing efforts should directly translate to bookings and paid signups. Tracking registrations (and where they originate) allows you to see which efforts work best.

Establish a Strong Online Presence for Your Yoga Business

While all of your brand’s online touch points work together, the beating heart of your online presence and digital marketing efforts should be your website. Like your studio when you are teaching, this space is entirely yours. It is the most direct experience of you, your classes, and your brand that your students, current or potential, will experience online, and you should use every tool at your disposal to make the experience a positive, authentic one.

With more students discovering and evaluating teachers via the web, a website that offers clear navigation, mobile optimization, easy access to schedules and pricing, seamless online signups, and smooth contact forms can make a world of difference in converting site visitors to actual students.

Luckily, the team at OfferingTree has made this easy on our wellness business management platform. Here are some tips to keep in mind:

  • Navigation should be clear and simple so users can find and sign up for your offerings. Otherwise, they’ll just go somewhere else.
  • Keep it simple. Structure content on all pages so users can quickly find what they need. Think of visual and written elements. Use bullet lists where appropriate. Be concise.
  • The call to action must be clear whether you’re posting on social media, making a video, or building a web page. Don’t create content for no reason. Create with a goal in mind, and make it clear to users what next action they should take.
  • Be consistent with branding across all marketing channels to increase brand recognition and awareness.
  • Social Media Marketing Essentials

Instagram, YouTube, TikTok, Facebook, Twitter/X, YouTube: no matter the platform, social media presents invaluable marketing opportunities for yoga businesses. Social platforms provide a unique opportunity for yoga teachers to nurture an active audience by establishing credibility and goodwill to drive organic word-of-mouth referrals.

While self-promotion is an option on these platforms, social media gives you a much more valuable opportunity to create authentic connections, build community, and, by sharing inspirational content, behind-the-scenes peeks, and advice to improve followers’ practices, provide deeper looks into your practice and philosophy.

With authentic interaction and compelling content as the foundation, social media enables yoga brands to expand their reach exponentially. However, it’s important to treat these platforms as serious marketing channels at the same time:

  • Make a content schedule and stick to it. According to our studio expert, Michael Jay, “Consistency is what’s winning right now.” Your audience needs to hear from you regularly so you stay top of mind amid competing noise.
  • If you’re a studio owner, ask teachers to share, like, tag, and comment on each other’s posts. If you’re an independent teacher, ask students or partners to share and tag.
  • Video content is king. You will get far more engagement and reach from an Instagram Reel than a static post.
  • Prioritize your current yoga community. Be authentic in your presence and relationships; don’t overlook the followers you have for the followers you want.

Email Marketing Strategies for Growth

Our inboxes are flooded with emails from countless brands vying for our attention daily. The daily cycle of scanning your inbox for important messages and deleting the rest before opening can make email marketing campaigns for your yoga offerings seem fruitless – this isn’t the case.

In fact, according to a HubSpot survey, 95% of marketers said email marketing campaigns helped them achieve business goals like lead generation or brand awareness. Email marketing campaigns refer to a single email or sequence of distinct messages strategically created and sent out over time as a marketing tactic for your yoga business.

Note: The importance of email subject lines must be balanced. No matter how beautiful the email content is, your hard work will go to waste if the subject line isn’t enticing.

Email marketing campaigns can take various forms tailored to specific goals and target audiences. Perhaps you’re considering a monthly newsletter sharing yoga tips or meditation techniques to deepen the bond with your dedicated students.

Or, you might design intention-driven campaigns that send emails when students express interest in special workshops or retreats. Here are a few different types of email marketing campaign tactics that can help you reach your audience in different ways:

  • Email Newsletters: Regularly reach out to your subscribers, making your teachings and studio more memorable and fostering a deeper connection with your yoga community.
  • Welcome Sequences: Think of these like a friendly digital handshake. When new members join your community or studio, they get a warm introduction that sets a positive tone for the future.
  • Promotional: A uniquely effective way to reach your students directly, this approach extends a “personal invitation” to a particular class, workshop, or retreat.
  • Nurture Sequences: Usually automated, these deepen your students’ connection to yoga, inform them about classes, workshops, or retreats, and cultivate a sense of community over time.

Google Business and Local SEO

You’ve probably heard the term SEO (Search Engine Optimization) here and there when it comes to online marketing. In short, it’s the practice of optimizing your website to increase its visibility in search engines- most importantly, Google- when people search for products or services related to your business.

For independent yoga teachers and studios alike, learning the basics of SEO is crucial to improving your chances of potential students finding your business when they search for yoga classes, teachers, and studios.

The good news is that having a user-friendly Google Business Profile and implementing the minimum local SEO tactics – which only cost you a little time and effort – will put you miles ahead of your competitors who haven’t prioritized this aspect of digital marketing.

A Google Business Profile is a free tool provided by Google for businesses to manage their online presence across Google, including Search and Maps (both crucial tools to help your clients find you). By creating and optimizing a Google Business Profile, you can help customers find you more easily AND tell them the story of their business.

We’ve created a step-by-step walkthrough of everything you need to know about SEO and Google Business to help you get a firm foundation under you. Once you have that, you can confidently:

  • Ensure your website includes essential pages.
  • Create a Google Business account and optimize your profile.
  • Identify how your audience searches for services like yours.
  • Create high-quality, helpful content related to your services.
  • Get found online by the right clients.

Looking for Meaningful Ways to Jumpstart Your Online Presence?

Download our Local SEO Checklist for Small Businesses today.

Creative Offline Yoga Marketing Techniques

Yes, we live in a digital age, and there is no overstating how impactful a solid online presence is. But, at the end of the day, yoga is a physical world experience – and there are several “offline” or traditional yoga marketing techniques you can implement to further strengthen your brand, community, and class numbers!

By supporting your online marketing efforts with thoughtful offline tactics, you can create greater visibility, appeal, and community around your business.

Eye-Catching Yoga Flyers for Classes & Events

Eye-catching, professional flyers displayed in places with high foot traffic, such as coffee shops, gyms, and community centers, provide excellent local visibility – plus, it’s a great way to express yourself and your brand artistically.

Well-placed flyers, posters, or handouts distributed strategically in your neighborhood, at community gatherings, or in other places where potential clients may frequently provide an inexpensive, tactile way to make a lasting impression.

  • A balanced, organized flyer layout with ample white space ensures vital details stand out.
  • Add QR codes to support online efforts to drive traffic
  • Graphics and photos attract attention (teacher, studio, yoga poses).
  • Highlight teaching qualifications, experience, and teaching style to build credibility.
  • List class styles, schedules, and prices.
  • Ensure your name, studio/location, contact information, and website are clear.

Host or Participate in Local Events

There is no better way to put a face to your business than getting out there in the community and representing your business yourself. Engaging with local community happenings provides ample opportunities to meet and greet potential students, introduce your practice and philosophy, answer questions, and establish your business presence.

Setting up a booth or teaching a free class at events in your community or near your studio not only builds brand awareness but also shows that you are not a stranger but an active, engaged member of your community. Events to host or participate in include:

  • Farmers markets
  • Health and wellness fairs
  • Cultural festivals
  • Races, walks, and other athletic events
  • Pop-up classes in parks or neighborhoods
  • Partner events with local businesses
  • Create your own party
  • Create your own festivals, markets, shopping days, etc.

Ideas to Foster Loyalty and Increase Retention

Now, with all this marketing talk and strategy to attract new clients, it’s important not to lose sight of the clients you already have. All the brand- and business-building you’ve done – from a healthy social presence to thoughtful email communications to a vibrant and engaging website – will benefit your current clients and strengthen your community.

But once a student signs up for a class, it’s the beginning of a new marketing journey: client loyalty and retention.

Just like a seedling in a garden, you can’t just expect client loyalty to your business – or your community – to grow without nurturing it. Now that they’ve signed up, providing them with an excellent class experience is just one step of many to grow the relationship.

We’ve provided some insight into how to keep customers coming back and build a loyal base in our blog. Still, at a high level, this requires you to stay in touch with your clients, their interests and preferences, and develop an understanding of what keeps them coming back.

  • Track customer engagement and retention
  • Gather feedback from your ideal students and clients
  • Keep your online store fresh and offerings engaging
  • Incentivize customer loyalty and start a referral program (read on for more on that)

Referral Programs

A referral program incentivizes your most loyal yoga students to refer their friends and family to you for class credits or discounts. Since referred students come from trusted sources (your loyal students), they are more likely to become devoted students themselves. The best part is you don’t have to do any active marketing — your top customers do it for you! All you need to do is:

  • Step 1: Determine your incentives and program rewards. Consider discounts, coupons, store credit, product or service upgrades, freebies, etc.
  • Step 2: Create your customer referral program landing page. Unsure where to start? Check out what your competition’s pages look like.
  • Step 3: Promote your referral program! Let people know on your website and social media accounts. You could even create an email campaign. Make sure to include contact information in case there are questions.

Stay Relevant and Accessible

Okay! You’ve dialed in all your digital and traditional marketing. You’ve got a solid brand at every touchpoint and have a happy, healthy, supported student community.

Now, you get to sit back, relax, and enjoy the fruits of all your labor, right? Well, yes and no. When you make a consistent effort to evolve both your practice and your marketing tactics, you can build lasting student relationships and achieve business success.

Just like your own practice, keeping your yoga business vital, present, and accessible to students means keeping your marketing and business strategies current with community and industry changes. Part of that is maintaining your website and active social media presence to nurture your online community consistently, but it also means staying in step with new features, user trends, and ways of interacting.

No matter how beautiful, your flyers will lose impact over time if you don’t refresh them seasonally or post them in new locations. Here are a few strategies to help you along the way.

Consider Tiered Pricing and Incentives

Implementing tiered pricing options and incentives allows you to meet the needs of a broader range of students and re-engage students who may be re-evaluating their current memberships.

Tiered pricing helps balance affordability with profitability by allowing students to choose a price point that works best for them. For example, you may offer tiered membership prices for various levels of access to meet a wider range of financial needs.

Special deals and incentives encourage student retention, referrals, and class package purchases. Loyalty programs that provide rewards, recognition, or incentives for coming back again and again reinforce habits and emotional connections with your business, making your clients less likely to leave or switch to competitors.

Both tiered pricing and incentives allow you to maximize the value of each client, whose roles can range from simply being curious first-timers to deeply loyal evangelists for your business.

Keep Your Offerings & Schedule Fresh 

Variety in both offerings and schedules (to a certain degree) keeps new students curious and loyal students engaged. When you offer class types or services in step with emerging trends or outside of “business as usual,” your clients are much more likely to show up with greater enthusiasm and interest.

While your clients will appreciate new options, balance them with the stability of your most popular and tried-and-true offerings. Mixing in fresh options will give your clients a steady stream of reasons to keep coming back to see what’s new. This is also an opportunity to turn client feedback so everyone can participate in the joy of discovery!

Use the Right Business Management Software

Yoga studio software streamlines administrative tasks, such as scheduling, client registration, and tracking attendance, freeing up more time for instructors to focus on teaching and client engagement.

It enhances customer experience by offering easy online booking, payment options, and personalized communication, improving client satisfaction and retention.

Some platforms provide analytics reports to help owners make informed decisions about class schedules, pricing strategies, and marketing efforts. Additionally, this data can support financial management by tracking revenue and expenses and generating detailed financial reports.

Benefits of effective yoga studio management software for modern studios include:

  • Improved client retention
  • More new clients
  • A tighter-knit community
  • Confidence in yourself and your business
  • Better client communication
  • Analytics reports to guide business strategy
  • Easier booking

At OfferingTree, our software accommodates both independent yoga teachers’ needs, as well as yoga studio needs. Our platform is all-in-one, so you can manage your business simply and from one place.

Track, Analyze, and Adjust

Tracking your website data is essential. Keep a close eye on customer retention metrics (meaning, rates/values) to understand your recurring revenue and the effectiveness of your current customer retention strategy. Using one or several measurement metrics allows you to keep a finger on the pulse of customer satisfaction and loyalty, and plan your business accordingly.

Tracking retention rates over time lets you monitor the health of your business and quickly identify any declines in client retention that could indicate it’s time to switch up your approach.

Taking a few minutes to analyze retention helps spot opportunities for improvement, track progress against goals you’ve set, and predict potential cash flow.

Establishing Your Cancellation Policy from the Beginning is Essential!

Download our cancellation policy template.

Marketing Your Yoga Business with OfferingTree’s All-in-One Platform

From user-friendly website creation and updating to versatile email campaign management, from beautiful flyer creation to class price-tiering (and everything in between), OfferingTree meets you where you are – and makes creating, managing, and measuring your yoga marketing plan hassle-free.

Not only that, it offers robust features designed to support your business’s growth, foster community, and make your life easier so you can focus on what you love – teaching yoga. But don’t take our word for it. Try OfferingTree free for 14 days, or watch a demo to see how simple and user-friendly it is for yourself.

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