Building a social media strategy for your new normal
Time to get serious about social media as a way to promote your studio and build your brand. You really can’t avoid marketing socially any longer.
Over the last few months, your clients have had to move their work, their personal lives and their workouts to social media.
Truth → We know they’re online, so we need to meet them where they’re at!
Whether you like it or not, your clients are adrift right now. They’re looking for somewhere to go. You need to be ready to do more than announce that your studio is opening soon. You must share that you are ready for them to safely return to your classes and your community!
Truth → Now, more than ever, it’s crucial to have a social media strategy.
Creating content for social media
When creating content for social media, you have to get clear on who you’re talking to, what they want to hear from you and how to get it in front of them. First think of content your clients will value. Then create this type of social content and add it to your editorial calendar.
Here are a few ideas:
- How to videos: Meditation, sun salutations, chaturangas, and breathing techniques are great places to start.
- 10 Minute Morning Routine: Help your clients get the day started right with a regular practice.
- Bedtime Nidra Class: Great for virtual content, because people can crawl into bed right after, relaxed and ready for a good night’s sleep.
- 10 Minute Lunch Break Classes: Ab blast, Booty blast, Office Chair Stretches
- Recipes: Ask your staff to help you out with their favorite smoothies, bowls and salads!
- Weekly Community Class on Facebook: This eliminates signs ups and makes you more accessible.
Remember, your clients are all coming from different backgrounds and may not be practiced yogis or yoga enthusiasts. Take out the yogi rhetoric when you can – you want your clients to see your studio’s value and not be intimidated!
Amplify your content with targeted ads
Once you have an idea of the content you’ll be posting, it’s important to set up a strategy or plan for your social media ads. Ads amplify your reach by getting people to engage with your content – whether it’s to comment on a video or click on your website. You want them engaging!
Truth → The goal with ads is to amplify your reach!
To help your long term strategy, it’s important to have a Pixel Audience Campaign. Pixel is a little piece of code you add to your website. It collects data that helps you track your audience from Facebook ads, optimize ads, and build targeted ads.
This will allow you to target specific audiences more efficiently so you’re not wasting your hard earned money on ads.
The best strategy is to post all of your videos organically to social media, and then share the link to your email list to get traction. The more views and comments you get, the better you’ll rank in the Facebook algorithm (or any other social media platform). This will help your ads get more views AND amplify your reach!
Budgeting for ads can be a touchy subject since things may be tight for you financially. A little from your wallet can go a long way on social media ads, especially because you’ll be targeting a smaller audience.
Create a social media schedule
When it comes to a strategized schedule for ads, it’s important to know what you’re putting out to your audience and when! That way you can schedule targeted emails and not burn any unnecessary mental calories trying to keep track of your posts. You’ll always know what you’ve posted and what comes next.
Check out this sample schedule of video ads:
- Video #1 Your Opening Plans: What are you doing to keep everyone safe?
- Video #2 Walk Through: What does it look like coming into the studio?
- Video #3 Self care: Start changing the conversation around self care. Self care is not selfish – it’s necessary. It’s like flying. You have to put your oxygen mask on first.
- Video #4 Brand Positioning: Have fun with this! People are over the negativity. Let them know you’re following protocols, but remind them of your value.
- Video #5 Testimonials: Start looking NOW for people who know and love your brand!
- Video #6 Special Offerings: Share anything new! Highlight virtual classes as well, in case they aren’t ready to step back into the studio just yet. Keep it positive, we don’t want to plant the seed that they can just resort to the virtual classes.
- Video #7 Sales Video: Give them a short intro of any specials for the studio – virtual or in the physical studio. Make sure you include a strong call to action. Let them know exactly what you want them to do or buy.
- Video #8 Value Videos: Include high-value videos to get members engaged. Anything from how to meditate or do sun salutations to a cooking class.
- Video #9 Thank you video: Make sure you thank the front line workers, first responders, and especially your yoga teachers for turning their homes into yoga studios.
Don’t let this overwhelm you! This sample schedule isn’t set in stone. Some of these videos you can combine so you’re not repeating yourself. Think about what’s right for your studio and your members.
Truth → A solid strategy now will keep your studio successful in the long run.
Remember, there is still work to do but it doesn’t have to be overwhelming. You’ve shown your yoga superpowers over the last few months – working at 110% and keeping your community together. You’ve got this!
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