The challenge is that you can be the best yoga teacher in the world, but unless people know about you, you’re not going to have any customers, subscribers or participants.  This can feel very frustrating at times, particularly if you are focused more on developing your skills as a teacher and practitioner than other people who have diverted their focus to marketing, or perhaps have employed an external agency to market and brand their services.

Indeed, it’s very possible that some of the most accomplished yoga teachers are running businesses that are making less profit, and with less customers, than mediocre yoga instructors that have mastered the art and science of marketing, to the point, when running display campaigns, for instance, they get results – whereas, it feels like you are just throwing money down the drain.

In this sense, there are three things you need to do in order to raise awareness of your yoga business and convert that awareness into paying customers.  There’s a simple formula surrounding content marketing, that we will look into, here.

1. CAPTURE

The first step in the process is that you must capture people’s attention.  We all know how hard it can be to capture someone’s attention and have them present, even in person, so when looking at online advertising – it’s imperative you disrupt their current thought pattern and hook their attention so that you can “get through to them” for a split second.

The difference between an add that says “Yoga is good for you” versus, a question focused on a particular pain point such as “how much longer are you willing to struggle with back pain” is that one is preaching a general benefit – whereas the other is asking a specific question focused on a pain that person might have.

The best way to capture the attention of your audience is to ask them a question, and focus on a pain they might have, as most the time people are willing to do a lot more to get out of pain than they are to move toward a benefit.

2.  ENGAGE

Now that you have their attention, your job is to engage with your audience by providing value – meaning, you want to connect with them through the challenge or pain that was first mentioned when you hooked their attention.  In this sense, you could offer a free video course, report, or simply tons of useful blog content that positions you as an expert authority on the subject.

3.  CONVERT

The final step is to convert an interested prospect into a customer; notice, however, that this is the last step.  So many people rush in with the offer first, meaning they will advertise a particular product or course without going through the initial (and imperative) first steps — think of the difference between recommending a product to a cold prospect versus someone that is engaged with you on the basis of you being able to help them with a particular problem.

In this sense, all you need to do, once you have built this connection and engagement is to recommend a product or service that you offer in a relaxed and pressure-free way; which is an ideal approach for yoga business owners.

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