Why a digital marketing strategy?
Online companies need a clear strategy to help understand the demand for their digital services/product. A strategy helps you build your online presence while understanding and communicating with your audience. Today we will be giving an example of a digital marketing strategy for an online yoga studio.
Yogi Studio – An online yoga school to learn yoga from anywhere in the world.
A digital marketing strategy can be broken down into 7 sections:
- Define who you are – what you’re about, what your company’s values & philosophies are and these should all be felt and understood by your potential customers when they see your brand.
- Define your goals for the company – these are your objectives and long and short term goals for the company.
- Have a USP- You need to differentiate yourself from the competition, having and developing an Unique Selling Point will allow you to do this.
- Define your audience – who are your customers? What’s their demographic like age, salary, location.
- Action plan – A detailed plan to meet these goals using strategies, techniques and tactics.
- Measure Your Progress – Understanding if your goals are being meet by applying KPIs (Key Performance Indicators)
- Risk Analysis – Identifying possible future problems and responses to these problems if they arrive.
1.Defining who you are
Your company’s philosophy and values should all be aligned and showcased through your brand and vision for the company. Your vision and mission is the direction for the company while your business objectives can be broken down into long and short term goals and actions to meet these goals through digital marketing tactics.
Vision Statement
“Our vision is to make yoga available to everyone wherever they are in the world.”
Mission Statement
“We work together as a team to provide the health benefits of yoga through digital mediums so people can feel fit, healthy and happy anywhere.”
2.Defining Goals & Objectives
Now that you know what your company is about you need to lay out the objectives and long term goals broken down into short term goals. Your goals should be aligned with the company’s mission and vision. Goals are important because when broken down into smaller short term goals this becomes an action plan into achieving your business objectives.
Business Objectives
- Increase ROI
- Increase Profits
- Improve company authority
- Build a community
- Change the yoga world
- Keep and lead with our values
Long Term Goals
- Build brand awareness
- Rank higher In search engines.
- Increase web traffic
- Establish authority in industry
- Boost brand engagement
- Generate leads
- Convert users
- Improve customer lifetime value (CLV)
Yogi School Long-term goals broken down into short-term goals.
- Build brand awareness
Earn 50 new facebook Followers
Earn 500 new Instagram followers
Earn 100 new tiktok followers
Earn 100 new Youtube followers
- Rank higher In Search Engines.
Fix website SEO with keywords and have a fast loading website.
- Increase web traffic
Improve PPC click-through rate by 10% over the next 4 months.
- Establish authority in industry
Feature in 3 replicable blogs a month.
Earn 10 backlinks a month.
- Boost brand engagement
Respond to all social media comments over the next 6 months.
- Generate leads
Gain 50 new email subscribers a month.
Earn 100 new potential customers on the free beginners course over the next quarter.
- Convert users
Get 50 customers onto the paid intermediate course over the next quarter.
- Improve customer lifetime value
Obtain 50 customer reviews over the next 6 months.
Respond to all reviews on all platforms over the next 6 months.
3. Have a Unique Selling Point
Yoga can be expensive and not everybody has the time to make classes at exact times. We’re aiming to offer high quality yoga classes and certifications with ease of access and affordability.
USP – Price & Accessibility
There is a higher demand for yoga than ever before with people becoming more interested in healthy ways of living and the rise of spirituality. But it can be expensive to participate and also to become a yoga teacher. A big part of our USP is lower cost.
The price is as follows:
1.Beginners Course – Free, To hook customers in and create an email list.
2.Intermediate Course – €150
3.Advanced Course – €250
4.Yoga Pro -€1400 Most yoga certificates for teaching are €2000+
We can also offer discounted packages/ subscriptions services that can work out cheaper than buying each individual service.
4. Define your Audience
Demographics explains who makes up your audience through their characteristics, interests and needs. Utilising and understanding your audience’s demographics allows you to be more efficient in your marketing campaign while narrowing down your target audience. Some examples of demographic questions you should be answering:
- Locations: Are they from a certain country or city?
- Interests: Do they care about the environment? Do they play sports?
- Lifestyle: Do they have certain hobbies?
- Communication: What is their preferred use of social media Facebook or Instagram?
- Income: Do they mainly earn between 20,000-30,000 or 30,000 to 40,000?
- Gender: Which gender uses your product more?
- Education: Do they hold a degree? Do people from certain industries like finance or fitness seem to be more interested in your product?
Example Target Audience For a Online Yoga Gym
- Homeworkers/Homemakers
- Vegans/Vegetarians
- Spiritual People
- People into fitness (Gym,Runners,Footballers)
- People with health issues such as Stress,Insomnia, High Blood Pressure
- People who have already attended/shown interest in Yoga Classes.
5. Action Plan – Digital Marketing Strategies to reach our goals.
The goals listed above can be achieved through techniques and tactics which we will be adapting through-out the year.
Content Marketing Strategy.
- Create High Quality content on all platforms.
Use facebook/instagram for sharing high quality brand images and PPC ads.
Use facebook & instagram live for sharing live high quality videos.
Use tiktok for sharing quick high quality short tips on yoga leading to landing pages to buy into services.
Use Youtube to share free high quality videos to get people interested in your service.
- Build high quality landing pages.
- Educate your customers with content.
- Run A/B Testing on different audiences.
- Know and learn about your audience in depth then target.
You can read more about content marketing strategy here.
Search Engine Optimization Strategies.
- Learn what keywords are used for your industry.
- Optimise website speed.
- Create blog posts using wordpress with keywords and emotional language.
- Make your content shareable.
To find out more about SEO click here.
Social media marketing strategies
- Use Paid promotion to create a community across your social media accounts.
- Engage with your audience responding as much as possible.
- Work with influencers.
- Tracks results and metrics from your ads and content to pin down your audience even more.
Want to learn more about creating a digital marketing strategy click here.
Email marketing strategies
- Personalise your emails while giving away free content and discounts.
For tips and tricks on e-mail marketing make sure to read this article.
Marketing automation strategies
- Automate social media content with tools like heropost.
- Automate your email chain and email responder.
- Automate your PPC ads.
- Automate your newsletters through email.
6. Measure Your Progress
KPIs or Key Performance Indicators are quantifiable goals that help you measure your success along any campaign. They are very useful as they show that your strategies are providing results. Some examples of KPIs are
- Website traffic
- Conversions
- Leads
- Followers/Shares/Likes
- Number of Backlinks
- Click-Through-Rate
For more information on KPIs read our blog.
7. Risk Analysis
What is risk analysis?
Risk analysis is the process of identifying potential issues that could negatively impact a business and its determined strategies. You can analyse risk to:
- Reduce the impact of negative events.
- Way up benefits against risks before starting a project.
- Plan the company’s response to adverse events.
- Eliminate risks during a process and ahead of time.
Identifying Risks associated with online yoga studios:
- Competition
- Post-Covid
- Cyclical demand
How we can combat these risks:
Competition:
Offer lower prices than our competitors and have give-aways and discounts.
Post-Covid:
Use revenue created from your online studio to move to physical locations using the brand built and customer loyalty to get the brick and mortar locations off the ground running.
Cyclical demand:
The new year is a big time for people to become interested in their health but by offering lower prices and discounts in your off-season this could help in retaining existing customers through-out the year while also encouraging new potential customers.
Conclusion
Delaying building an online presence for your business could be detrimental as so many new customers will see your business. Establishing what your business is about and setting goals then strategies to achieve these goals is vital for any business to achieve success online or off. If you want to learn how to create a professional digital strategy check out our course here.
Biography
I’m an intern at the International Institute of Digital Marketing™. Originally from Ireland, I recently started creating content for business. When I am away from my desk, you’ll probably find me listening to music, reading, or at the gym. LinkedIn: shane mccarthy