You got into the yoga business because your work helps people relax and live a happier life. And it’s a great call: yoga is the most popular cardio, strength, and flexibility activity for Aussies from all walks of life according to a national study by Roy Morgan. From multi-day yoga retreats and yoga festivals to more modest community classes, yoga events can attract a large audience of budding yogis keen to engage with their community and learn. Since COVID-19, many yoga event creators have also pivoted to online and hybrid events to keep the zen going safely.

But to make people happier and more engaged, you first have to reach those people and draw them to your studio or classes. That’s where a yoga marketing plan comes into play. Here are six proven ways to market your yoga studio, event, or retreat.

Three word-of-mouth marketing tactics for yoga classes

Nothing beats a student recommending your yoga class to a friend or acquaintance. Word-of-mouth marketing can work for any kind of event, from yoga retreats to music events. Here are three ways to motivate your yogis to get the word out about your event:

  • Create a yogi rewards program Rather than going with a points-based system (beloved by many a coffee house and yoga studio), differentiate your program by offering an elevated experience for loyal customers, such as a free 15-minute posture clinic. Offer some branded swag for new rewards members. A water bottle can be a noticeable way for others to ask about the yoga studio.
  • Ask for reviews Cultivating online reviews helps give newcomers a peer-validated idea of your experience. Ask for reviews in your emails after your online event and via signage around your venue. Unlike peer recommendations, though, these shouldn’t be incentivised. If you’re just getting started, ask friends and family who are also students to post an online review.
  • Offer a referral bonus Offer a discounted (or free!) class to your students when they bring a friend. You can encourage students to refer their friends by offering them a gift voucher that they can give to people in their network.

How to promote online yoga classes

Many yoga studios and event creators ventured online during the COVID-19 pandemic, and these online events are here to stay. Online classes offer many of the same studio practices with more flexibility to fit into tight schedules and across greater locations, allowing creators to attract a bigger audience than ever. If you’re keen to start adding online events to your event strategy, here are three of our top tips to grow your audience:

  • Invite friends, family, and those who have attended your studio classes If you’ve already cultivated a loyal audience of fans of your studio classes, let them know that you have an online option they can take advantage of as well. They may attend or invite friends to more of your classes if they’re more accessible, and it could allow you to run customised classes for specific needs or groups.
  • Create Facebook events and use social media groups to invite those in the community Head online to attract a bigger audience to your virtual event. Create a calendar of events on your Facebook page and an advertisement for yoga fans in your target market that highlights your unique strengths. Encourage reposting of your events and advertising posts with incentives like free tickets and referral bonuses.
  • Invite attendees to your online yoga classes to share their experience on social media There is no better endorsement than happy guests. Encourage those who have attended your events in the past to share their experiences with your community.

How to use email marketing to grow your yoga classes

When new yogis attend your event, it’s important to collect their email addresses so you can grow your list of interested subscribers. You can do this easily by collecting yogis’ email addresses when they sign up for your classes. If you use Eventbrite, you can then automatically sync your registration platform and your email tool (like Eventbrite Boost) to instantly collect these addresses and segment them by registration type.

“We have a comprehensive database of our audience through our streaming platform, Animelab, plus a huge social media following. Knowing who in our audience is specific to events is incredibly beneficial,” explains Nathan Kershaw, Event Manager for Madman Events, host of the popular Madman Anime Festival in Melbourne. “The Eventbrite integration with MailChimp avoids a lot of the chaos with our data”.

Once you’ve built your list, you can nurture these yogis with news, special offers, and more over time. Eventbrite has collected email copy templates written by the experts that you can use as a starting point.

  • Keep a detailed list of potential students Invite your audience to subscribe to your mailing list or social media channels. Despite the prevalence of social media, email marketing is still one of the most effective forms of promotion yoga studios can leverage. Add all of your previous guests to your mailing list and make sure to let everyone know about future events, too.
  • Write and send regular newsletters Engage subscribers by sending news and updates from your yoga business, enticing pictures related to your event, and maybe a few inspiring quotes.
  • Develop a welcome series of emails (including special offers) to send to new contacts Your email should include any yoga ads, promotions, or content from your social media page that you think will encourage further engagement. Offer a limited-time discount for an introductory class.
  • Continue to add special communication for specific groups Once you’ve built a mailing list, segment it into groups based on interest in specific event or class types. Segmenting groups can help you to both promote yoga events and plan future events based on common areas of interest.

How can micro-influencers help promote your yoga studio?

Yogis love feeling like they’re part of their community, and many follow yoga or wellness influencers on social media. Influencer marketing is when you pair up with one of these social media personalities to drive huge levels of engagement for your event at low or no cost.

Research wellness influencers on social media. Those in your local area are a plus! Once you’ve identified potential influencers and reached out to them, it’s time to start planning the right content or event to engage your mutual audience. Here are a few ideas to maximise your micro-influencer opportunity:

  • Brainstorm and plan a yoga event Plan a specific event that appeals to the kind of followers your micro-influencer attracts. For example, if they have a lot of followers with families, you could consider a yoga event for kids. On International Yoga Day in 2021, enterprising yoga event creators from across the world held online retreats, many hosted by popular influencers, to help their guests connect and reduce stress.
  • Be clear about how you will compensate an influencer you’re working with It’s important to set expectations upfront. Compensation for a micro-influencer’s time can be anything from free attendance at your yoga workshop or class to an agreed amount that you pay per post.
  • Invite other influencers Take advantage of your expanded network and use your new connections to promote yoga to other wellness influencers. The event you’re running with a micro-influencer now could also be the perfect way to network with partners you could work with in the future.

How to include wellness partners in your yoga promotion

Your local partners play a big role in promoting your yoga event, too. Fun ways to collaborate with vendors and sponsors include giveaway contests (both online and in-person), co-branded merchandise, shoutouts, and shares on social media (make sure to tag your partners and use relevant hashtags to surface your posts in people’s feeds), and more.

Brainstorm wellness partners who share the same vision and reach out to them to gauge interest. Once you’ve identified potential candidates, it’s time to reach out to them with the right strategy to maximise your chances of success.

  • Create a proposal to invite partners into your yoga community Your partner proposal should highlight your yoga studio’s unique differentiators and your community. Include an example of your promotional material to give your potential partner an idea of your brand and event strategy.
  • Think big on ways you can serve the community together with your wellness partners Showcase your partnership to your best advantage with a truly unique event like yoga in an interesting location or paired with a community market that allows your guests to practice and connect.

How to promote a yoga class on Facebook and Instagram

Wondering how to promote yoga classes on social media to the best advantage? Even if you’re a social media novice, you can grow your presence as both an individual and a business owner to boost your brand and events. First, learn how to engage yogis with this expert guide to social media promotion. Then, once yogis find your profile, don’t let them leave without getting tickets. If you use Eventbrite, it’s simple to add a “Get Tickets” button on your Instagram business profile or Facebook Events.

“One of the most innovative parts of working with Eventbrite is through the integration with Facebook Events”, says Martin Keetels, Founder and Director of Beer InCider, a festival that combines independent breweries and cideries, food trucks, and some of Australia’s best bands. “People can not only purchase tickets through a Facebook Event but they can also receive their ticket. It makes it super easy for our customers to buy tickets and gain entry.”

Don’t worry if you have limited time to spend on multiple channels. Using automated event marketing tools like Eventbrite Boost can help you schedule and post content with ease.

  • Determine your goals and research the best platforms to achieve these goals You don’t need to promote yoga events to your audience on a social media channel if they’re not likely to go there. Pick the channels that your audience is most likely to use, and focus on these.
  • Develop a social media calendar for the next few months Focus on consistency and quality of posts, rather than quantity of posts. Commit to a sustainable social media plan now, and grow from there, ensuring that you allow time for both content creation and responding to your community when they engage with your posts or content.

Take your learnings to the mat

Ready to attract more students and increase your earnings? Discover other ways we can help you grow your customer base and make data-driven decisions for your studio. Find everything you need for your small business to create your best event calendar yet with Eventbrite.