How to Market in Niche Markets
Marketing a Yoga Studio
The value and earning capacity of a yoga studio largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.
Small-mindedness has no place in great marketing. In fact, a strong marketing strategy can give a small business high visibility in the marketplace.
By applying a few common sense tips and marketing fundamentals, you can avoid the pitfalls and set your company on the path to marketing success.
Hiring A Marketing Firm
Think you can handle your own marketing? There is a reason why many yoga studio leaders recognize their limitations and hire a marketing firm. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Once you decide to hire a professional marketing firm for your yoga studio, experience should trump other considerations. Additionally, you'll want to make sure that the firm you hire is familiar with how technology is being used to forge connections with customers in your market niche.
Building A Community Around Your Brand
Does your business have a social media presence? If not, you may be falling behind the rest of the marketplace. Whether they realize it or not yoga studios are struggling to find ways to communicate directly with customers - and for businesses, that's the whole point of maintaining an active presence in social media. There are many ways to launch a social media strategy. In our experience, it's helpful to begin with a direct mail campaign. Using vendor-provided mailing lists, you can broaden your reach by informing new contacts as well as established customers about your presence on popular sites like Facebook, Twitter and LinkedIn.
Directories
Directories are a common tool for finding a yoga studio. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing yoga studios in a region or territory. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. As consumers demonstrate a preference for online channels, make sure your listing include your company's web address and possibly even information about your social media presence.
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